eStrategy Development > Internet Marketing
You know what you want to say. We help you say it so it works for users and search engines...
In the past, search engines relied heavily on keywords embedded in the underlying HTML tags of a web page. Organizations focusing on search engine optimization would analyze and adjust their keywords often trying to gain a high page rank (PR) in search engine results pages (SERP). Some organizations tried using black hat search engine optimization (SEO) or spamdexing tactics, like putting keywords in white text on a white background, to try and boost their ranking.
Times have changed. Black hat techniques can get your domain name banned from Google search. Of the top three search engines worldwide, only Yahoo continues to use HTML keywords to help determine page rank. Search engines are constantly adjusting their approach to deliver results that users really want, not what marketers hope to promote, by focusing on the visible content of the page.
So, from an SEO perspective, content is king. It must be written to optimize your website for search engines (SEO). Careful placement and formatting of keywords, the length of the content, and the use of headings are just some considerations that must be made when writing for SEO.
The good news is, from a user’s perspective, it’s also true that content is king. Unlike a printed page, users don’t read Web pages word by word; instead they scan the page, picking out individual words and sentences.
Web users are more impatient than ever before. They are busy and want to find the information they set out for quickly. They want the facts without marketese or boastful claims found in much content presented on the Web. Your content must answer the users’ questions or they will quickly surf on.
Writing for the Web also improves the accessibility of your content. We believe it’s the right thing to do and it helps your website be in compliance with the W3C Accessibility Initiative (WAI) and Section 508(C) of the US Rehabilitation Act.
Your content contributors will leave our Writing Web Content workshop or coaching sessions with a concrete list of rules and guidelines to follow to make your message clear on your website. Topics we cover include:
- Optimum word count for a page
- How to boost the credibility of your message
- When lists are appropriate, what type, and how many items should be in a list
- How to order your content
- Correct use of titles and headings
- How to use (and not abuse) keywords
Workshops can be delivered at your location, at our office in Columbus, Ohio, or over the Web.