"Special text" is any content on your page that is set to stand out from the rest. This includes bold, underlined, colored, highlighted, sizing and italic. This text is given weight higher than standard content when it comes to search engines. So, when creating content, use this technique to not only attract the reader's eye to key points, but also to let search engines know that this page contains information about the keywords.

When creating content, writers use H1, H2, etc. to design headings for each page. When writing your headings, it is important to be concise in the wording. If you have a 2 keyword phrase and the heading is 10 words long, your keyword phrase only makes up about 20% of the total verbiage. If you have a 4-word heading on the other hand you would then have a 50% density and increased priority given to the keyword phrase you are targeting.

Writing compelling copy that converts visitors is an art. If you have an "average" writer with little copywriting expertise, chances are you are missing out on a significant amount of new customers! Just read this fantastic argument presented by Beanstalk, Inc.:

This is the final week of the "Knowing Your Audience" series, and I hope that some of you found this information helpful. As I mentioned at the beginning, the goal is to create 1 or 2 specific customer profiles before designing your web copy. You should then write to those specific people with all of their personality traits in mind. If you write to a general audience, you are really writing to no one and your words will be much less effective.

So, without further ado, here are the questions competitive types want answers to. They want to know the "Whats."

Humanstic types like to know Who, How, and Why...

•Who uses your products/service?
•Who are you? Tell me who is on your staff, and I'd like to see bios.
•How will you make me feel during the buying process?
•What have others said about you?
•Are you trustworthy?
•Do your values align with mine?

When writing content for spontaneous people, here are a few questions they'll want answers to in your copy:

*How quickly can I take action and achieve my goals?
*How will this let me have more fun in life?
*Can you make my choices easy and clear?
*Can your product be customized?
*Is your service better than the competition?
*How soon can I expect results?