Indulge me for a moment.
Forget that Google is a search engine. Just for a moment, imagine it is a style guide. A very different kind of style guide.
Instead of this particular style guide being written as a static book by an expert or two, it is written by studying the searching and browsing habits of hundreds of millions of web users.
Get the idea? Not a search engine. A style guide. A constantly evolving style guide that works from its insights into how people use and read web sites.
A style guide that puts the visitor first, puts their needs ahead of the academic opinions of experts.
A style guide that automatically rewards sites that serve their readers the best.
If we study Google not as a search engine, but as a style guide, what does it tell us about how we should write our web pages?
>> 1. Make the subject of each page absolutely clear.
As visitors arrive at your site, regardless of the entry page, the first question in their minds is, "Am I in the right place? Will I find what I want here? Can I achieve what I want to achieve here?"
Fortunately, the web page format gives us a title, headlines, first paragraphs and subheads we can use. So it makes sense to use them to make it abundantly clear to our visitors what the page is about.
We'll do this for our visitors. But, because doing so helps our visitors, Google will reward us.
>> 2. Make your home page short text clear
First-time visitors to your home page are unlikely to be able to achieve their objective through that page alone. So you need to write short text that will quickly and clearly let them know if you have what they want deeper in your site, and how to get there.
This means using the right words in your headings, subheads and short descriptions. It means anticipating the words and phrases most visitors will have in their minds and will scan for. It means understanding which words and phrases best correspond to your visitors' needs.
Write these headings and short descriptions with your readers in mind and, once again, Google will reward you.
>> 3. Make your text links relevant and descriptive
A text link that says, "More..." or "Click here" or "Learn More..." tells the reader nothing about the destination page.
Visitors scan your text links in the same way as they scan headings, subheads and short text. So provide them with clues. If you have an interior page about a weight-loss hypnosis service, write a link that says something like, "More on weight-loss hypnosis".
Do this and you'll be helping your readers a great deal. And yes, Google will reward you for your efforts.
>> Concluding thoughts...
By all means use a traditional style guide. They are great for getting your grammar right and choosing the right words. That said, many of them conflict in their recommendations as to the correct online terms. To some, a web site is a web site, to others it's a website.
But back to Google as a style guide for a moment. This whole exercise, this make-believe about Google being a digital, interactive style guide is all about the importance of writing for your readers.
Yes, what I have been talking about it using the correct keywords and phrases in the appropriate places.
However, too many people write their pages with Google as the primary audience. I think that's the wrong approach. You get a clunky text flow that, intuitively, feels wrong to the reader.
Instead, write with a clear understanding of what your readers need. Do this and you'll find that the best keywords fall into the right places with an appropriate frequency.
And Google will reward you.
Nick Usborne is a copywriter, author and speaker. You can access all his newsletter articles on writing for the web at his http://www.ExcessVoice.com site. You'll find articles and resources on how to make money as a freelance writer at http://www.FreelanceWritingSuccess.com
November 2003 might go down in history as the month... Read More
Indulge me for a moment.Forget that Google is a search... Read More
Have you heard of the SETI Project? SETI stands for... Read More
If you want to develop a successful search engine optimization... Read More
You've got a cool new website with all the works:... Read More
Search engines use algorithms calculate the order in which the... Read More
The following are a list of mistakes can ensure that... Read More
The days of basing a successful link building strategy on... Read More
As with any good web developer, the ability to time... Read More
Nothing could be simpler than the title you give to... Read More
Everyone knows that if your website has a high Google... Read More
In recent times, I have been closely studying keywords that... Read More
Been hearing the words Search Engine Optimization lately? I know... Read More
There are many facets to SEO and the search engines... Read More
1) Title Tag ? When we're talking about SEO Technique,... Read More
I am ranked #1 for that silly phrase at Google.... Read More
Achieving a top ranking position in Google is every webmasters... Read More
In the early days of the World Wide Web, when... Read More
As your guide operator through the web, search engines are... Read More
I tried out Microsoft's new search engine (beta version) the... Read More
If you read The Search Engine Showdown,... Read More
Want to avoid being blacklisted by the search engines and... Read More
You may be hiding if the search engines can't 'see'... Read More
Every once in a while--and probably more often than we... Read More
Below are what I call the "10 Commandments" for Keywords.To... Read More
I am a Search Engine Optimization newbie. I have read... Read More
SEO or search engine optimization strategy now becomes widely popular... Read More
Welcome to part two in this search engine optimization series.... Read More
Most Internet marketing methods are risky and many will not... Read More
The new MSN Search is quickly gaining popularity among internet... Read More
As my readers know, I've been one of Google's harshest... Read More
Having greatly benefited from my relationship with Google in the... Read More
By Catherine FranzSearch engine spiders read and record page titles... Read More
I want to touch base with selecting the title of... Read More
Most new sites submitted to Google (at least within the... Read More
On November 16th, 2003, Google commenced an update (the Florida... Read More
When shopping online for Link Management Software that can... Read More
Most Search Engine Optimization (SEO) experts agree that links back... Read More
Contrary to the claims of high-priced SEO firms, optimizing your... Read More
Good keywords are frequently searched for (high demand) but not... Read More
For websites, one of the most important things in their... Read More
There is a lot of competition to get good spots... Read More
As soon as you register your domain name, submit it... Read More
There are many techniques that SEM/SEO experts use to optimize... Read More
Keyword SelectionThe most important component of search engine optimization is... Read More
Quite often I get asked what the magic solution is... Read More
Over the last few months, search engine submissions have changed... Read More
This is another one of the controversial questions in many... Read More
First let's start with definitions:SEO: Search Engine Optimization, SFO: Search... Read More
If you have been a webmaster for more than a... Read More
Trying to improve search engine rankings is just like a... Read More
For the uninitiated, searching for web pages can seem a... Read More
There are those that get on the computer one night... Read More
While search engine advertising has been a great advertising medium... Read More
Are you aware of how vitally important and valuable CONTENT... Read More
You can rank number one (Or at least in the... Read More
What is Google Sandbox?Google Sandbox is applied on new websites,... Read More
Keyword analysis is a major part of search engine marketing.... Read More
In order to design a website that performs well with... Read More
What follows is a condensed version of a conversation that... Read More
The methods employed to increase your search engine rankings may... Read More
The recent patent application filed by Google details numerous items... Read More
Ever wondered how one search engine is dominating the entire... Read More
The Cold Hard Facts?..One of the most important factors in... Read More
So, you've just paid £300 - £10,000 for a new... Read More
Use a keyword density of about 1 to 2%. Use... Read More
Search Engine Optimization (SEO) |