| Introduction
Page 7
Search
engine writers must bring clarity and efficiency to Web pages. That’s
still true despite the fact that some Web copywriters are extremely
focused on a particular topic and would never create a Web page
with more than a hundred words. Whatever the size, we create documents
that serve the company’s true overall best interests. For
most companies, that means getting read and getting visitors is
the first step of creating a customer. That’s the purpose
of marketing – to create a customer.
We are
a huge asset to the search engine companies such as Google whose
product is high quality, relevant Web sites for their users. People
assume that search engines do all the work in creating a good database
of quality Web pages. That’s not so. If not for search engine
optimization people, the documents would be poorly defined and maybe
not even accessible to search engine robots.
If it wasn’t
for search engine optimization, no one would find anything on the
Web. We create usability, brand awareness, fast access and useful
content that users are really interested in. Far from being a nuisance
to search engine businesses and their customers, we are creating
very high quality documents that discourage the very kind of content
users don’t want. For our clients, we ensure that communication
is direct and topical.
That
includes limiting the use of huge time wasting multimedia or JavaScript
files on the home page, rhetoric that doesn’t center on the
customer, and navigation schemes that lead to more rhetoric, not
the topics they’re interested in. I like multimedia but if
it’s thrown at customers every time they visit the site, it
becomes a business liability. Multimedia should be minimal so visitors
can find what they’re looking for.
Very
often in my work, I have to encourage clients to develop the very
type of content they don’t want to provide their customers.
Far from detracting from quality, our work ensures Web pages provide
value quickly to customers. That’s what Web visitors want
--- Value. Our work ensures our client’s unique value proposition
gets delivered to prospects.
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