Writing Web Content for People AND Google

Writing great content for your website involves a few simple strategies. It is important that what you post on your website will make you outstanding in your industry.   You want the content to be well-written, simple to understand and help you move up in your Google rankings.   This is called Search Engine Optimization or SEO.

There are two things to think about when writing well for the web: people readability and Google readability.

Follow the hints below to get the most out of your website.

People Readability

People read on the web much different than they do a book or even a magazine.  There is something about the backlit screen (and stealing some time from work) that changes how we want to see words.

Keep These Tips in Mind:

• Short Paragraphs – keep your paragraphs to 2-4 sentences
• Keep it Skimmable – point out important points by using good headlines throughout the article and even bolding important ideas.
• Bulleted Lists – throw out sentences all together.  Make your points in short hits of text and multiple bullets
• Numbered Lists – How many times have you read an article that someone else has suggested when it says “10 Quick Tips…” or “5 Ways to Improve Your…”?
• Give Them Something Pretty – include a photograph in every post.  Research shows us that people will check out articles with images and be more inclined to skip an article that is just a great big block of text. I suggest you sign up for an account with iStockPhoto.com and SXC.hu for inexpensive stock photos.  On top of that: people are much more likely to click through to read an article when it is posted to Facebook if the “blurb” contains an image.

Google Readability

Google (and other search engines) look at number of things to show the computer algorithm what is important in a page on a website.  If you consider the following items you can improve your search rankings and find more prospective customers.

Don’t forget to focus on the keywords that prospective clients are using to search for businesses in your industry and in your area.  If you don’t know what keywords to use then you can join others who have had a Walking Maverick EVO to help them go down the right path.

1. Page Title: Shown at the top of the web browser.  Each page on your site needs an unique title that includes relevant keywords.
2. URL: The unique name of each page (or post) on your website should be short and contain keywords
3. Article Title: Often the same as your Page Title, the Article Title should contain keywords but used in a natural way. As was stated in the People Readability section people will be more inclined to read articles that promise hits of multiple bits of information.  It can also be helpful to form the Article Title with a question (ie. How do I find the right insurance broker?).
4. Header 1: Think of this as an inside headline.  Your content management system (CMS – the website’s controls) will allow you so format this as a “Heading 1″ and Google will see that as a clue that you think the headline is important.  Of course, it needs to include a keyword or two.
5. Opening Paragraph:  Search engines will analyze the first few lines of your text to see what each page is about.   That means that in your first paragraph you need to use words that potential clients would use for searches.
6. Image Title/Alt Text: Pictures are important on your website, not only because they help draw in readers but because a search engine will examine what you use as the Image Title and Alt Text for each picture.   Both can be edited easily through your CMS.  Image Title should include important keywords.    The Alt Text of a picture tells a search engine what is in the image.  It is also used for visually impaired readers to know what is in the image.