| SEO
Book Chapter 1- Section 3
Prioritize
your Site or Document’s Purpose
A site
does have to be prioritized and the design serve those ranked priorities.
The difficulty for search engine optimization experts and copywriters
occurs when they are told to achieve top results for every possible
need. That means top rank and traffic for whatever phrase is popular.
If you’re handed this kind of obscure task, believe me you’ll
get a headache. Achieving top ranks for widely disparate search
terms is unlikely for most optimizers. For instance, getting a site
ranked highly for baby food, day care and children’s books
is not likely.
They may
indeed be critical components of a Web site devoted to children,
but a Web site can’t be stretched that far to support all
three phrases. Most Web sites have limited resources and potential
therefore, you had better know which keywords to shoot for and which
to leave alone.
SEO people
are usually handed a site built without considering the demands
of search engines and using copy ripped off of the company advertising
brochures. Then the optimizer copywriter has to try and fit a little
bit of copy into a small section of the page left for text. That’s
minimalism by default. It’s ‘default’ of the Web
site planner and designer for not leaving enough space.
With some
sites, there are important appearance and functionality issues which
will affect what kind of wording you can use, along with the strategic
application of that wording and the linking between pages. Linking
is an important issue and it has to be integrated into your copy
well.
Web Site
Elements that Affect Copywriting Optimization
These factors
below are those that create hurdles or hoops you may have to jump
through. They affect your freedom to produce optimized copy and
good rankings;
- Brand promotion
- Site navigation
- Menu structures
- Legal constraints
- Marketing promotion
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