Contented Content

May 5, 2009 at 10:17 pm Leave a comment

Organizations are placing increased emphasis on Web content. SEO–search engine optimization–is driving this emphasis as the presence of keywords, frequent content updates, and inbound links from other sites entice the invisible spiders that crawl across the Web gathering information for search engines. It’s all about the content, the written word, the depth of information, the relevance of the material to the target audience and their needs. Strong Web content is a fact of 21st century marketing and it warms this writer’s heart.

Keyword strategy is vital to Web content. There are tools such as Wordtracker that reveal the most popular keywords relating to your products and services. Continued research will determine search rates for selected keywords and competitor usage  (or lack thereof) of such terms.

Then comes the actual integration of keywords into Web content.  Some SEO specialists and Web site operators use formulas to ensure a set percentage of total content comprises keywords. Here’s where math must step aside for English (or the language of your choice).  There is one sure “formula” for Web content that will attract visitors: well-written, informative, relevant prose. Use keywords vigorously, but without ratios, artificiality or tricks. Also remember the Web is a multimedia experience. Photos, graphics, charts, video and/or audio should be deployed judiciously and artistically.

David Meerman Scott, author of The New Rules of Marketing & PR, urges everyone who communicates and markets on the Web to “think like a publisher.” We are directly engaging our audiences. Treat Web content like the end product, just as a publisher does with its offerings. This is the first step in SEO.


Entry filed under: Marketing, Web Content. Tags: , , .

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