| Table
of Contents 1
Introduction
6
What’s Internet Marketing Worth Today? 7
What Visitors See 10
Searching: What or Who will Be Found? 10
Web Writing – A Great New Marketing Vehicle 11
Writers Can be Powerful 12
Search Engines Deserve Respect 13
Poor Site Indexing Costs 14
Writing With A Purpose 16
Leveraging Complexity 16
Writing for a Machine 18
Chapter
One The Purpose of the Web Site 19
Web Site
Roles 21
Prioritize your Site or Document’s Purpose 23
Web Site Elements that Affect Copywriting Optimization 24
The Brand Asset: Make it a Friend not Foe 22
Site Navigation 26
Navigation is about Links 27
Menus and General Navigation 28
Menus Contain Meaning 29
Corporate Web Sites – Chronic Underachievers 36
Navigation, Repetition and Consistency 36
Chapter Summary 38
Chapter
Two Web Writing - New Medium - New Style 39
Attributes
of Professional Copy 40
Writing For Any Purpose 44
Index Pages and Other Pages 45
Clustering Pages with Similar Themes or Topics 46
The Top of Your Page 48
Starting Your Document 49
A Word about Consistency 49
Subject Presentation 50
Keyword Selection and Grouping 51
Sentence and Paragraph Structure 53
Keyword Content in the Index Page 55
The Index Page 55
Site Themes 56
Interactive Web Design 60
The Search for Interactivity Visitors Really Want 61
Elements of Interactive Writing 62
Complexity 63
What is Content Exactly? 64
Keywords and Page Content Design 65
Products and Services 66
Keyword Placement and Body Copy 66
The Bottom Paragraph 68
Web Site Content Structure 68
Chapter 2 Summary 71
Chapter
3. Search Engine, Robots and the Index Algorithm 73
What is a Search Engine? 73
The Algorithm 75
The Directories 75
The Criteria of Search Engine Algorithms 76
Page Theme or Reputation 78
Link Reputation 78
Proximity 79
Link Popularity (PageRank) 79
Keywords in URL 79
Keywords in alt Tags 79
Keywords in Heading Tags 80
Keywords in Title Tags 80
Keyword in Hyperlinks 80
Size of Text 80
Keywords in Text Menus 81
Keyword Density 81
Chapter Three Summary 81
Chapter
4. Keyword Research & Keyword Segmentation 82
What are People Searching For? 82
Keywords 84
Keyword Segmentation 86
Word Stemming 87
Synonyms – Not relevant Yet 89
Choosing Your Best Keywords 89
Keyword Culling 91
Keyword Strategy 92
Chapter 4 Summary 93
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