Web Content: A Perspective For Writers

Quality content, tight and keyword rich, is essential for a successful website and the key to Search Engine Optimization (SEO). Content provides the information, delivers the service, builds the brand or makes the sale.

Search Engines rule the web and content rules the search engines. After excursions into meta tagging, keyword stuffing, linking and ranking, content has been re-crowned king (though keywords, links and rank still weigh heavily). Not a surprise really. It is the job of the search engines to deliver the best information possible for each query. Quality content provides that information (though the who, why and where matter).

The Internet is a fast medium. Users travel at light speed. You’ve got to get their attention and give them a reason to stop, make them stay and have them return. That calls for good, interesting, informative content. Unfortunately, good writing is the exception, rather than the rule, on the Web.

People read and navigate differently on screen than on paper. Online they look for keywords, headings, hyperlinks and small, digestible bites of text. Web users are hyper-impatient; scanning, scrolling, clicking and moving on. Overcome their impatience by keeping it brief.

Words are the powerful tools. People think, search and complete their tasks based on a small set of words. Identify the keywords users have in mind when they search. Keep them in mind as you begin to write. Use them often but not too freely (4-5 times per page).

Start with the shortest and clearest statement you can make. Make sure that the first part of your piece grabs your visitors' interest. Keep it concise, direct and to the point. Web readers don't read sequentially, adding one idea to the next, as they would in a classic paragraph. They associate freely, not necessarily in a coherent sequence, recording ideas as they come into view.

Communicate your message clearly in a concise and persuasive manner. People have tired of flashy designs, too cool graphics; they just get in the way. Content is potent in winning and keeping visitors. Search engines deliver traffic but if content is poorly written, visitors may not remain and will never return. Business relies on sustainable traffic not unique visitors. Rich, relevant, informative content not only attracts search engines and brings visitors but makes them stay and encourages them to return.

HEADINGS

Visitors see headings first. Headings are handles for readers to grab on to and guide themselves by. Use keywords in headings. The heading should lead the reader into the chunk of text that follows. A reader should never scroll for more than a half a screen without seeing a heading.

TEXT

Communicate as quickly and efficiently as possible. Express simple ideas with simple words in simple sentences. Break up long, intimidating blocks of text into less intimidating chunks. Keep sentences short and simple. Use simple words. They convey as much information as big words but more quickly. Simple words also translate better. Keep it interesting, fast-paced, concise and immediate. Keep readers involved. Question every word you write. Anything you said, can be said shorter. Is it clear? Is it necessary? Is there a shorter, simpler way to say it?

LINKS

The Internet was conceived as a hypertext medium and continues to derive its power from it. Use internal and external links extensively. Quality content is not just what you can provide the reader but where you can lead him. A single linked word in a block of text can open a whole world of information.

If you provide good quality, informative, relevant content, you will satisfy the needs of your visitors. They will come, stay and return. If you serve needs of the search engines, the search engines will serve your needs and bring the much needed traffic. Content is the meat of the search engines. Feed the Beast.