Optimize Your Content for Search Engines

January 22, 2008 Writing for the web No Comments

Writing for Your Customers

An occasional series on writing for the average web site visitor.

When creating content for your web site, you want to optimize it so that your content will be readily found when users search for it.

Identify Relevant Keywords

While you are the expert in your products and services, it is helpful to think about it from a naive user’s point of view. What keywords are visitors likely to use in a search engine to find your site and a specific page? Avoid extremely generic or single keywords, like “property management.” Use at least two- or three-word combinations, for example, “Monterey property management,” or “Monterey real estate property management.”

If you are not sure what keywords to use, do some research using External link Google’s Keyword Tool. For example, if you enter “property management,” the Google tool shows that other keywords are also often used as search terms:

  • real estate property management
  • property management companies
  • real estate management
  • rental property management

These other keywords, because they are more specific, are more competitive niches for search.

Read the rest…

Meet Your Audiences’ Needs

January 22, 2008 Usability No Comments

Writing for Your Customers

An occasional series on writing for the average web site visitor.

Keep Your Content Relevant

If any content might cause someone to think, ‘So what?’ get rid of it. Avoid obvioius information, like the name of the department, when it’s already clear.

Use Simple Language

Don’t use long words where short ones will do. You want to give your visitors information — make it easy for them. Avoid convoluted syntax, vocabulary that outsiders won’t understand, and over-use of acronyms.

Use Your Audience’s Language

When federal agencies communicate with the public, they are required to use External link plain English. Increasing numbers of state governments are also implementing this policy.

Use your readers’ language, not yours. Try to use the words people are searching for. Remember that the thing you care about most may be a turn-off for your audience. To your audience, you are not the center of the universe, your website is one among many.
Read the rest…