| Introduction
Page 12
Writing
With A Purpose
Writing
with a purpose encompasses your marketing goals and objectives and
now includes speaking to a machine using interactive copy.
What I’m
going to show in this book, is how to write your web page or .pdf
document copy; so that search engines and their indexing system
can easily understand what your site is about. And I’ll show
you how to make those visitors value your pages ahead of the millions
of others competing for space on the web. It’s exciting to
know people have read your copy, have been positively affected by
it. And it’s nice to know you’re helping sales directly.
This is promotional writing. This time however, we’re not
only trying to appeal to the reader’s mind and emotions, we’ve
also got the task of trying to adhere to a machine’s (computer
program) requirements. I do it for a living and I love it.
To me,
writing is a lot of fun, even with all the research effort and time
it takes. Writing for the web and for search engines is no different.
I’ve written scientific non-fiction, short fiction and magazine
articles on business and marketing topics. I wondered if anything
could replace the mental challenge and stimulating exercise that
those subjects offered. Writing for the Web and specifically, for
search engines has those desirable elements. It is intellectually
challenging, yet there’s still a great opportunity to write
with flair and imagination. It’s difficult, but that’s
the fun.
You may
have heard some experts say, “copywriting for search engines
is all but past because of the new link-centered, popularity based
search engines now flourishing.” I want to tell you that it
is not true and I’m going to show you why. I work with sites
that have few incoming links to boost their “popularity or
PageRank factor” and they do very well on budgets that allowed
basic Web sites and a few pages of copy. When you have so few tools
to work with, you learn to use them well.
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