Web / SEO Writing
Call it what you like---writing, content, copy---website words are often an overlooked and neglected area that with just a little focused help can gain you better results. A content makeover can create a significant and immediate improvement to the success of your website by not only enhancing your marketing efforts, but also nurturing visitor loyalty to your site.
In your content makeover, your information will be edited and reworked to preserve its accuracy and informational value while simultaneously improving its usability to web readers. Because search engine spiders generally prefer content that is useful, information-rich, clear and accurate, many of Swipht’s SEO solutions focus on carefully crafted content that is easily digested by both human and search engine visitors. Relevant information on some pages might be condensed to meet the code to content ratio requirements recommended by Google, while pre-identified keywords and phrases will be organically integrated into the content to assist search engines crawl text.
The final copy will successfully meet the needs of both search engine spiders and your human visitors, thus boosting not only page ranking but also visitor loyalty to your site.
Ketrina provides editorial, research and concept development solutions. A published writer, Master Gardener and certified teacher with a special needs endorsement, Ketrina has over 11 years of experience writing for both private and public education and research-based projects. Since joining Swipht she has specialized in transforming “technospeak” into plain English, SEO writing, online print and corporate communications. Ketrina obtained teaching certification from Oregon State University and holds a Bachelors of Arts in History and a Master degree in Art History from the University of Oregon.
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The Process
Typically, the overarching problem is that website content is written without considering the unique needs of web readers. Studies have shown that only 16% of web readers read word-for-word. Instead, they scan text relying heavily on keywords and headers for quick information. Couple this reality with the fact that the general reader only comprehends 60% of what they read and it becomes clear that web content must be customized to meet the needs of this new type of reader.
After reviewing your content, Swipht will target areas that lack message clarity and ones that can easily benefit from natural optimization. Both message clarity and natural optimization are described in detail below:
Message Clarity
Improved web writing focuses on message clarity. As the web reader scans the page for information, they need visual anchors to grasp and hold their attention. Losing the web readers' attention can result in them leaving the site. To help web readers stay interested in your content, message clarity can be enhanced by employing the following techniques:
- bullet-point lists
- strategic formatting (varied sizes and styles)
- borders/block quotes for emphasis
- white space for visual relief, direction
A complete re-write might be recommended if your current content contains lengthy essay-style passages that fail to hold the reader’s focus or if specific information is buried and difficult to locate.
Natural Optimization
Your website’s content is a major factor in where your site will rank in Google and other search engines. Optimizing your website’s content will make it easier for engine spiders to crawl text. Swipht uses “natural” or “organic” optimization because it meets the needs of both the website’s readers and the search engines.
Essentially, natural optimization strategically introduces keywords and phrases at a “natural” rate that is easily read by both web readers and search engine spiders. Spiders obtain the best results in a print environment rich in the following:
- clear, accurate information
- select, relevant keywords and keyword phrases
- 2-5% keyword use per page
- focused, purposeful text
There are many opportunities to apply natural optimization during content revision. Ultimately, an editorial makeover of your website content will be a multipurpose endeavor, simultaneously using engine-friendly writing techniques while revising and customizing content to meet your web readers’ needs.
