At the time when the Internet was at the sources, it was enough to use one key word. But for last years the quantity of words in search phrases has increased. Key phrases has become longer (now two-three-four words are used usually) and this process is not going to stop.

What does it mean from the point of view of copy writing? It is not difficult to write a text optimised under one keyword. Using disyllabic expressions is already some kind of a challenge. But when it comes to trisyllable or four-syllable phrases, the risk of sound heaps and messes essentially increases.

Why search phrases became longer?

Lengthening of search phrases is the result of prompt growth of number of Internet users. As the information volume constantly grows, it becomes more difficult to find particularly what you need. When there used to be thousand sites only, a word “marketing” in search gave out a pair of results from which you could choose the most suitable easily.

Today by this inquiry you will receive the list of hundred thousand of sites mentioning all areas: from planned marketing to the marketing of workplaces and University examination on marketing. A right decision for copywriters would be to trace the tendency of search at potential users and to use those keywords which are used by them.

It again returns us to the primary question. How?

Some tips for making key phrases.

To my opinion, the biggest mistake of SEO copywriters consists in attempt to replace the generalised concepts for a separate key phrase.

For example:

On our site that is devoted to rest in Mexico we offer the best prices for permits for rest in Mexico in the most unforgettable vacation spots in Mexico. Visit our special page devoted to rest in Mexico and you receive the good discount.

Bosh! When you replace the general concepts (in this case: a site, permits, vacation spots etc.) by one search phrase you receive a set of repetitions and heaps. The longer the key phrase is, the more ridiculous all the text will be.

The best that I can advise is to break a long key phrase into some parts. Do not forget that all words should be in the same order. However, using punctuation and other elements the phrase turns out less persuasive.

As an example we will result a site devoted to rest in Mexico again. Instead of the ridiculous set of words written above, try the following:

Golden beaches, delightful fiestas, the most delicious seafood dishes that you have ever tried. Where can you find such an unforgettable rest? In Mexico! Voyages from Cancun to Kozumela will leave you bright impressions of rest. In Mexico you will feel the taste of exciting adventures and can enjoy beautiful landscapes all day long. Our special offer makes your rest in Mexico even more reall, than you think … etc.

Can you notice, what has changed? with the hep of punctuation the phrase «rest in Mexico» has been broken into different sentences. As search systems do not distinguish punctuation, they see the phrase as a unit. But after all a visitor of a site reads in in the other way! A user does not notice that expression is repeated constantly, since it is broken into two sentences.

If such tendency remains, search phrases will become even longer in the near future. However, having approached creatively to use of key phrases in the text, you will understand, that it is not difficult to work even with the longest of them.

Today the web technologies have become very popular. The web network is not only a place to entertain but also a spot to make money. In spite of the reason, to be presented in the Internet one needs a site. And it is the time when the question how to plan a website arises. Those who are looking for details on how to build a website, are advised to refer to the Internet itself. It is full of tutorials on how to plan a website and related topics.

In any way, it wouldn’t be smart not to avail themselves of this opportunity provided to us by digital technologies. Google and other search engines, social networks and forums, blogs – all of them could help to find info on “website strategic plan” and similar topics.