Web copy should be:
Most online readers scan first. According to the experts, people rarely read web pages word by word; instead, they scan the page, picking out individual words and sentences…choose your words carefully. What do you want people to see when they scan your home page?
Eye-tracking studies, which examine where people’s eyes roam on a webpage, reveal these basic truths about site visitors:
- They scan to see whether the content is relevant.
- They are more likely to scan the top of the page than the bottom.
- They look at headings, boldfaced terms, lists and images.
Scanning requires less brainpower than reading. Concise sentences that convey their point quickly are more likely to grab visitors than long, complex sentences. Well-constructed sentences are more likely to entice people to explore further.
So, you’ve got your clear, concise and engaging content, but what now? You need a pathway leading readers to it! The best way to achieve a yellow-brick road to your content is to become Google’s best friend. So how do you get on the ‘cool’ list for Google?;
- Create unique, accurate titles: Google likes it when you make your content easy to find. Accurately describe the page’s content as briefly as possible. This provides ease of reading for not only Google, but users. If your document appears in a search results page, the contents of the title tag usually appear in the first line of the results – so make sure its relevant.
- Use the correct keywords: its important to use extremely targeted keyword phrases that have a high search volume and low competition mix – plus your keyword phrases need to describe your content accurately. Use Google’s Keyword Planner to look at what keywords are being searched for the most, which have the lowest competition, and if you run out of ideas, see what keyword ideas Google suggests.
- Compelling copy gets shared: Great SEO is all about crafting content so compelling that other people want to promote it by linking to it or sharing it. This increases your trust and authority – which Google likes. While having the right keywords is still crucial, search engine algorithms have evolved. Google looks at the trust and authority of your website, what others think and say about your content, as an important indication of quality and relevance.
- Provide quality, unique content: Take a minute to forget about Google! Yes, really. It’s important to know about what Google likes in websites and what will make you rank higher. But! Don’t obsess about SEO. Your business is still (has always been and will always be!) about your human audience. Useful content will influence your website more than anything. Ensure it is easy to read, organised and relevant to what your readers want to know.
Make sure your content includes:
-Tight writing…and that doesn’t mean bad or easy writing.
-Relevant and well placed key words and phrases (but don’t drown the message with these – keep it limited and readable)
-Use bullet points, lists and subtitles.
-Leads (first sentence or paragraph) should get to the point. Tell the reader what the page is about first thing.