How do you present the info on your web pages? There's a lot to be said about presenting your information in a grammatically correct, properly punctuated, engaging fashion. Exactly what does this mean?
Well, this means using your own writing skills or hiring a skilled copywriter. In fact, there's a whole army of web-friendly copywriters available, and they know how to fine-tune copy for the particular needs of the web audience, as well as incorporate SEO techniques into their copy. It's just like traditional marketing copywriting, except different.
Main point here: Facts alone don't make for quality content. You have to present your facts in a means that is readable and simple to follow just as you do in any medium.
Your site's content not only has to be authoritative and engaging, it has to be presented in such a fashion that search engines notice it. What this means is making your content SEO-friendly which can be a new skill for you personally. Just what is SEO-friendly content? Here's a list of things that can make or break the way search engines interpret your site's content:
Use words, not pictures - It bears repeating that today's search engines only consider the text on a web page, not at a page's images, videos, Flash animations, and so on. If you have important content to present, present it in the body text on your page.
Include keywords in your text - When you're presenting your core concepts, make sure you're employed in those keywords and phrases that your potential visitors will be searching for. If a keyword doesn't exist in a page's copy, search engines won't return that page as part of the relevant search results.
Repeat keywords and phrases naturally - It's insufficient to include your most important keywords and phrases once on the page. You need to repeat those keywords and phrases but in a natural manner. It can't look as if you're keyword stuffing; what have to flow organically in your text.
Make the key word more prominent - Whether we're talking keywords or core concepts, the most important information on your web page should be placed in more prominent positions on the page where it will be more easily found by search crawlers. This might mean placing the information in one of the first two or three paragraphs on your page. This may also mean placing key concepts in your page's headings and subheadings.
Break up the copy - It's usually a good idea to modularize the content on your page. Instead of presenting a long train-of-thought block of text, break up that block into short chunks, each chunk introduced by its own prominent heading or subheading. Make it easy for readers and search crawlers to find the information they need on your page.
Length matters - While I'm an admirer of concise copy, some search engines seem to reward those sites that have more words per page. On average, today's top search engines appear to have a preference for pages with content in the 1,000-word range. But that's just a typical. For Google's top search results, the average number of words per page is all about 950; for Yahoo!, it's closer to 1,300 words per page. Remember, though, that how you present your content is secondary towards the content itself. You have to start with authoritative content and then work from there.
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