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Trends in Copywriting and How to Discover Them

Anyone experienced in copywriting for search engine marketing knows that it is impossible to pinpoint exactly what the search engines are searching for in regards to obtaining high rankings on the search results pages. Some experts in copywriting, however, feel they are very close to figuring out what the search engine bots are looking for at this moment.

One such expert conducted an experiment that changed the 50th ranked page to a 1st page ranking at number 10. This expert discovered that for a particular keyword phrase the page was considered extremely relevant and this phrase was not even included in the body text of the page. Upon closer examination of the site, it appeared that the keyword phrase was used not only in the title tag of the page but also in the ALT tags.

In the beginning, ALT tags played an important role in obtaining top search results positions on the major search engines. However, in the past site owners began abusing these tags, taking advantage of these unseen elements of a web page and stuffing them with keywords. This forced search engines to take a lot of stock out of the ALT tag category when evaluating web pages for top results positions. But the results of this experiment concluded that ALT tags are possibly gaining momentum once again. Through controlled experiments removing certain keyword phrases from only the title tag and leaving them in the ALT tags, results showed that rankings increased.

This is not to say that title tags aren't also important factors in climbing the search positions. In similar experiments, using certain keywords and keyword phrases in the title tag improved a site's ranking. Some of the websites tested had already established credibility with Google. Combining its past relevance with its new relevance by appropriate keyword placing also proved to boost those websites search rankings.

After monitoring these results for an extended period of time, the websites that were being tested for certain keywords and keyword phrases placed only in the title tags or ALT tags began to drop their position. The only pages that maintained search results positions for extended periods of time were the web pages that used keywords in their body text.

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Magic Layers™ are a DDA developed technology that provides our clients and website visitors with easy access to up-to-date information on the most recent statistics, ideas, and controversies occurring in digital advertising.

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