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April 03, 2005
It's the content, stupid: search engine optimization
In deciding to rank your website, search engines pay a lot of attention to the actual content they find on your webpages. The essence of what a search engine focuses on is the words that people search for. The words people use when searching are the ultimate distillation of what they care about. Search is an activity that strips things down to their essential meaning. If you want to be successful at being found by people who search, you must use their carewords, not yours. The customer controls the message today. It is their language that dictates the communication. You must use their words, not yours, if you want to be found.
Writing quality links is one of the most undervalued web writing skills. Links are points of action and great web content facilitates action. Avoid using low value words such as “click here”. Get your carewords into your links. Your links are like signposts and should give people as much information as possible about where they will go if they click.
Of course, the key point in all these rules is that you write for your reader, not for your ego and not for the search engine. The content must engage the reader. It must be compelling and clear. If people feel they are being preached at or pushed toward a certain action, it’s very easy to hit the Back button.
Continue Reading "It's the content, stupid: search engine optimization"
Posted by Don at April 3, 2005 08:47 AM
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