It's not as hard as it seems. Most people worry endlessly about their keyword density, number of words in the body of their page, number of characters in the META Title tag, number of characters in the META Description tag and on and on. What these worrywarts don't remember to look at is the actual readability of a site when it finally gets listed in the search engines.
Users are 2x as likely to click on a search engine listing that has their keywords in the result. But they don't stop there. They are more likely to select your listing if it makes sense. This means your listing needs to be readable.
Sometimes we spend to much time focusing on the trees and we miss the forrest right in front of us.
This is a common occurrence among developers. We look at a problem all day long and don't see the solution because we're too busy focusing on the problem. You need to learn from the developers mistakes and avoid that pitfall in your own site.
Once you've optimized your tags and your content go back and see what the search engines are going to display. You can use this tool on our site to simulate the search engine listings.
Now that you know your percentages are in accordance with generally accepted search engine procedures let's try it out for readability.
1. Does it look like something a user would want to click on?
2. Does it make any sense from a readability perspective?
3. Is it visually appealing or downright ugly?
Implement this philosophy in every page you optimize and your click / purchase rates will be higher because you're getting visitors that want to be at your site.
It's no secret that the key to converting visitors into customers is getting the right visitors to your site. In order to do that you may need to brush up on your personal skills if you own a brick-n-mortar storefront or brush up on your editing skills if you're an online merchant.
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