Some people I talk to are suprised when I recommend that key phrases are used in headings on their Web site – from a pure SEO point of view, it makes sense, of course, because the search engines attach more weighting to copy in headings.
But some people seem unconvinced that human readers want to see key phrases in headings. I’ll try to explain why your site visitors almost certainly do.
Think about how any copy should work. How it should anticipate what the reader is looking for, and supply the answers they seek – the ‘where’s the pain?’ approach, where you identify and bear in mind that pain when you’re writing. You show how whatever you’re supplying or able to do alleviates the pain.
If you’ve done your key phrase research correctly, you should be confident that you understand the nature of the pain for your visitors – it’s what the greater numbers of them are searching on, the volume key phrases. You know that significant numbers of people are going to be arriving at your site looking for, say, ‘environmentally friendly nappies’, so why not make it easy for them by flagging up the benefits of your environmentally friendly nappies as soon as they hit the site?
The logic is simple. It’s one of the core reasons why properly written optimized copy is good copy.
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