| Chapter
1- Section 2
As you
can see, a document in a Web site can serve many worthy uses. You
can satisfy many of them simultaneously as long as you’re
aware of which ones you need to serve. This collection of potential
purposes reminds of how many ways there are to enrich a Web site’s
content and presentation style.
I’ll
point out later, how the home page of a Web site is often asked
to serve all the company’s purposes. It will be next to impossible
to write optimized copy for such a page if you don’t have
things prioritized. In fact, you’ll go stark raving mad.
Take a
good look at the business and analyze what its priorities are. These
priorities will either work for you or against you in whatever content
you’re developing. Determine what your article or Web page
might be able to do for whichever priority you’re trying to
fulfill. If you’re building “sticky” content for
instance, find a topic that customers are truly interested in. If
there is a brand you sell or a new technology advantage you have,
then write about that.
Priorities
are dynamic and changing. For instance, companies may find demand
for some products are seasonal, or they have reached full production
capacity for a particular product. To avoid disappointing customers,
it would be wise to focus on other products or underutilized capacity.
Keywords,
the words searchers type in the search box which are the focus of
your optimization strategy, will vary too. Searchers may have numerous
phrases they use to find what they’re seeking. For instance,
a person looking for compact discs could type in cds, audio cds,
compact disks, cdroms, music cds or blank cds. You’ll even
have to prioritize which words to try to rank for. If you’re
unsuccessful in ranking for one phrase, you may have to pursue your
second option.
Even
your document has to be prioritized. You must know which topics
are the most appropriate for your company to promote and which topics
are popular in the search engines. There are millions of topics
you could write about that have nothing to do with your company’s
value to customers. There are just as many that are not being sought
by people in search engines. You must know that what you’re
creating has value to the company and for prospects doing searches
in the search engines. When you synchronize the two, that’s
when you’ve got a winner.
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