Writing for the Web › SEO copywriting › headings and sub-headings 5.7.5 Headings and Sub-headings Spiders assign more relevance to the text used in headings, so it is important to use your key phrases in the headings on your page. It also helps to structure your content. Heading structures: page heading Sub-headings Information under the sub-headings Having a good heading hierarchy is important as spiders use it to move through your page. The hierarchy indicates what is more important and how the content is broken up. 5.7.6 Page Copy The number of times you use the key phrases is entirely dependent on how long the page of copy is. You want to optimise the page for the key phrases without their use being overt. For SEO effectiveness, a page of web copy should not be less than 250 words. On a 250 word page you could use the primary key phrase eight times (this includes use in meta data, headings, title and body copy) and the secondary key phrase four times. discussion point The page should not be so long that the user needs to scroll and scroll and Why should you avoid scroll again to get to the end of it. If you find the page is getting exceptionally requiring the user to long, consider breaking it into different sections for different web pages. Thisscroll many times to read way you could add more pages of optimised copy focused on one theme, instead a page of content? of one very long page. 5.7.7 Links to Your Optimised Page The text used to link from one page to another is considered important by the search engine spiders, so try to ensure your key phrase is used when linking to the optimised page. Anchor text of links should include the key phrase of the page being linked to, and not the page being linked from.