Web Site Copy is about More Than Keywords

  Let's say you are writing a web site to sell beach homes on Vancouver Island, BC, Canada. You look for some good keywords and come up with 'Vancouver Island waterfront property'. So you use that term in your title, headline and here and there in the text. So far, so good. The phrase will help you with your rankings. And the use of the phrase on the first screen of your home page will let your visitors know they are in the right place. But for writers who focus too intently on keywords and phrases, there is a danger. A danger in optimizing your pages for good keywords? Yes, I think so. There is a significant difference between the keywords that pop into visitors' minds, and the hopes and ambitions they carry in their hearts. Let's look at the real estate example again. As a potential buyer I might type the phrase 'Vancouver Island waterfront property' into the Google search box, because that's what I'm looking for. But that term doesn't reflect