Writing For Search Engines And For Human Visitors


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Web content is a highly specific type of writing that needs to focus on several factors. Not only can the content of your site be used to generate traffic through the search engines, but also it will be the vehicle that drives conversions, sales, and customer retention. Writing for either search engines or for visitors may mean that you aren’t getting the full potential from your site. Content should be properly formatted and written for the benefit of all.

The Effective Use Of Keywords

Keywords are important. They’re important not only to search engines but they make easier reading for your visitors. When we talk about a topic or we write about a subject we naturally include a range of keywords in the text. This makes the text flow freely and helps with understanding a topic fully.

Varying Keywords

Changes to the algorithms that some search engines employ (predominantly Google) mean that a varied use of keywords is good. Instead of using one or two of your most important key phrases or words throughout your text, use sensible alternatives. It is also important not to overdo the number of times you include a certain keyword. Search engines view this as keyword cramming, or spamming, and penalize a site accordingly. The text will also read as though it is forced; a big negative in the eyes of your visitors.

Content Language And Tone

The language conveyed on a website should match the required language of its visitors. This is not only true with regards to differences in wording and spelling but also demography. If a website is aimed at novices or complete beginners then the language used on that site should be simple without being patronizing. It should not include the unadulterated use of technical jargon without an explanation. In contrast, a site that provides technical knowledge for technically savvy people can be more complex. It can include widely recognized jargon and technical terms.

The Problems With Reading From A Web Page

Generally speaking the Internet is read on a computer screen. The human brain cannot digest information as quickly or as accurately through this medium as it can through paper publications. The easier web page content is to read, the easier it can be fully understood. Avoid the use of over complicated language unless absolutely necessary.

Content Formatting

We have a tendency to scan information on web pages and look for the relevant information. As such, the use of good formatting is essential.

  • Headings and subheadings allow visitors to quickly find the sections that interest them both, and they also break the text down into sizeable chunks.

  • Bold important words or phrases but don’t overdo it. Too much highlighted text appears messy and is counter productive.

  • Links also stand out. Most websites include links in a different color text and underlined. Ensure that the linking text is relevant and useful to provide visitors with another method to find relevant information.

  • Other formatting methods that can provide value include numbered and unnumbered lists, underlined words, quotes, and more.

    Search engines are also known to offer extra weight to keywords that are included in properly formatted headings and subheadings. This is also true, although to a lesser extent, of formatted text.

    Shorter Paragraphs And Sentences

    Visitors will prefer to see shorter paragraphs and will certainly enjoy reading shorter sentences. Restrict each paragraph to a single idea and try to give each new idea an accurate and informative subheading. Again, this provides visitors with a method of scanning content and finding the information most pertinent to them.

    Start Everything With A Conclusion

    Unusually, conclusions should appear at the beginning. This is true of pages and of paragraphs. Every page should include an introductory paragraph that concludes the information on the page. Every paragraph should begin with a short sentence that describes what that paragraph is about.

    Providing Quality Content Is Crucial To Success

    The fact is that regardless of the reason for your website, it should be accessible to the people that find it. Search engine ranking is important, if you want search engine traffic but a mass of traffic does not make up for poor converting content. Despite the fact that the guidelines above are quite readily available on the Internet and certainly aren’t state secrets many websites fail in their endeavor to provide quality content.

    Content counts, or to be accurate quality, concise content is what counts.

    About The Author

    This article on website content writing appears on the WebWiseWords website. WebWiseWords is a professional new media writer providing high quality website content for sites of all sizes.

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