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I - S - A - L - E - S D - I - G - E - S - T
"Data -> Information -> Knowledge -> Wisdom"
List Moderator: John Audette
Supported by: Multimedia Marketing Group
ja@mmgco.com http://www.adventive.com
May 14, 1999 Digest # 863
"Web Copy - Is It Different?"
~ Rod Aries
CONTINUING DISCUSSION
From: "Rod Aries <howtointernet@home.com>
Subject: Web Copy - Is It Different?
Maurice L. Entwistle wrote: >> Much of the brochurware and
3-ring binder material that companies hand out are not really suitable for the web. In my
experience, web copy needs to be a little breezier, lighter, more succinct. Short
sentences work better. <<
I agree with what your perspective and would like to add (almost as
importantly... maybe more importantly), that most people will not get to read what you
have written for web viewers, unless you first write for search engines... Your ability to
write highly relevant, keyword dense, visible text will help you score better. The visible
text of a site can account for 50-80% of a rankings position. (Obviously, once the visitor
arrives, you need compelling text to make them take action.)
The words you write determine the ranking you will receive from a
search engine algorithm. A phrase like "Our Vision is to be viewed by our existing
and potential customers, and employees as a leader and quality company in our industry. We
are committed to meet and exceed the expectations of our customers worldwide." This
is nice to tell visitors -- may even give one or two visitors the warm
fuzzies. But can
you tell what this company sells? If you can't the search engines can't either... and it
is unlikely that a human will ever see it, other than mom, the secretary who had to type
it and someone who enters the url by mistake.
In short, visible text not only has to be written in a
"breezier, lighter, more succinct" fashion for human consumption but in a
"highly relevant, keyword dense" manner for spider consumption.
If you feed the spider, you feed the man...
At your service,
Rod Aries
How To Internet Your Business
Industrial Strength Search Engine Optimization
http://www.howtointernet.com/?industrial
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