Writing content for internet marketing follows some principles similar to writing for any print publication. Since search engine rankings are influenced by web writing, any plans for search engine optimization will have to include good and compelling content. Although good content is a crucial element to search engine results, other factors are also considered by spiders when they index websites. Owners must be aware that simply having key words and phrases sprinkled throughout their site would not make users return. To encourage user traffic, content must be well-written, updated and interesting. Polls also show that top-ranked search engines also featured links that lead users to other areas. Site owners would benefit if keywords are significantly differentiated in terms of their font, font size and style making it easier for searchers to spot them while scanning the site. Although witty headlines can attract attention, care must be taken that clarity and simplicity are not compromised when writing content titles as an excessive play with words would not help search engine spiders. Writers must also ensure that a paragraph is focused on a single idea and avoid developing into a sales pitch; the key is getting the point across using plain and simple language. Before taking action to develop a searchable site, content writers have to establish the target audience and organize their ideas accordingly. For example: fans of the National Basketball Association would naturally lock on to writing that mentions Tim Duncan, Michael Jordan and the leagues other current and former superstars. To ease the process, writers can turn to their family, co-employees and friends for ideas in terms of what they would seek given a specific topic. Writers can also refer to magazines, industry newspapers, academic and business periodicals in both print and online editions. It may also help to secure subscriptions for topics that are dynamic and require regular updates. Membership in online discussion groups and forums also provide a rich source of ideas and opinions for topic research. A search-friendly site is generally characterized by keywords and phrases that help establish the category under which the site is expected to appear in directories and search engines. These targeted words are also usually the ones individuals use as search terms to look for relevant sites. When viewed in terms of hits, a writer can establish how successful a keyword or phrase is to the search engine based on keyword frequency, location of the keywords on the site and positioning among keywords. Writers have to create a list of particular words and phrases searchers are expected to use, and include these in their content and on the site. This will increase the likelihood of a high percentage of hits and a similarly high number of crawlers and spiders finding the site. Some tools that will help the searching process are the Google Adwords Keyword Tool, the Overture Keyword Selector and the fee-based Wordtracker. Blogs also present another tool for internet marketing, as their site architecture makes them a natural target of search engine traffic, particularly in terms of their highly-organized page links. This makes blogs a special aid for maximizing keyword placement, with the site owner having the option to balance between high traffic on the one hand and high subscriptions and sales on the other. No Assumptions in web writing A web writer must also bear in mind that web pages are global. However, this does not mean that the page will be appreciated by an international audience. To facilitate understanding, writers must indicate if the topic covered is region-specific. Writing an article that is available worldwide would also benefit from the inclusion of generic information. Since English is the predominant global language, slang, dialect or expressions particular to a country or region should not be used. For articles that include topics such as currencies and measurements, a reader would appreciate tables for currency and measurement conversions, or at least links featuring such tools. Writers should also avoid assuming any specific reader profile, particularly in terms of location. There are also terms that have different meanings across various countries: a native of Moscow, Russia would have a different interpretation of east coast from someone in the US. Some place names are also common for two different countries: Georgia can be found both in the US and in Russia. |
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