How to Write for Website Crowds - SEO Writing Fundamentals

Bing, Google and Yahoo agree about the basics of website search engine optimization

How to Attract and Keep Website Visitors

how-to-write-for-the-web-search-enginesBing, Google and Yahoo agree—regularly updating your website with noteworthy, essential and reliable information helps bring out the browsing crowds. Consistently generating high quality content requires thoughtful researching, writing and editing. This is the core means of search engine optimization (SEO).

Do This At Least Weekly

how-to-write-for-the-web-updateWhile adding high quality content several times daily is the most effective way to gain visitors, once-a-week additions work adequately well. No matter how often you post, your content should contain information specifically aimed toward the interests and needs of your current visitors and future prospects. To keep things attractive, publish the types of information you like to discover on the web—refreshingly unique, thoroughly researched, concisely written and totally trustworthy.

Better Than Market Surveys

how-to-write-for-the-web-conversation Begin your quest for online favor by knowing your audience. Learn about your public not by doing impersonal market surveys but by dialoging with people. Chat on social networking sites and Internet forms. Exchange emails. (Does anyone still use email?) Visit in person with the types of individuals you hope to attract. Find out what makes them excited or bored, elated or dreary, gutsy or cowardly. In short, get to know them. Once you do, make your website scratch their itches.

What Interests You?

how-to-write-for-the-web-your-interestsBuild your website around things of interest to you. Others hold the same interests. Specialize in subjects you know or can learn. Continually educate yourself about your topics. Become an expert and offer a unique point of view.

Deeper Makes It Better

how-to-write-for-the-web-deeper-researchDo thoughtful, original, in-depth research. Always verify your research by using multiple sources. Research never ends. It keeps your mind sharp, helps challenge your biases and provides you with ongoing depth of content with endless variations. The better you understand your subject matter, the more visitors you can attract with high quality web pages.

Shorter Makes It Better

how-to-write-for-the-web-the-elements-of-styleWrite concisely. Select and condense your content for each topic. Learn economy of words by ingesting and assimilating The Elements of Style by Strunk and White. A book about approach, not grammar, The Elements of Style deserves the high praise it receives from professional and amateur writers.

Would You Trust Your Content?

how-to-write-for-the-web-trustStandout out on the Internet for your originality, accuracy and integrity. While the Internet can be beneficial, a lot of its content is unreliable or simply duplicate information—sometimes word-for-word. Websites always do better with original, thoughtful content designed to inform, educate, entertain, persuade or motivate, or some mix of these. Create a site or blog people can trust.

Other Ways to Attract Website Visitors

how-to-write-for-the-web-seoWhile encouraging high quality content, Yahoo, Google and Bing offer other guidance you can use to make your web pages easier to discover. As enhancements to your high-quality content, these recommendations provide additional fundamentals you need to know about search engine optimization (SEO). In summary, this is their advice:

  • Write uniquely valuable stories for each web page.
  • Write for people, not for search engines. Google, Yahoo and Bing can tell the difference.
  • Summarize each web page with an informative h1 headline tag.
  • Summarize each web page with a 65-character or less title tag.
  • Match your meta tag keywords to the subject matter of your web page.
  • Write a succinct summary for the description meta tag.
  • Encourage good quality websites to link to your web pages.
  • Link your website to other good quality websites.
  • Register your website with the Open Directory. The Open Directory is selective about indexing websites.
  • Never attempt to cheat the search engines. Google, Bing and Yahoo purge websites caught cheating.

Search Engine Optimization Resources

how-to-write-for-the-web-search-enginesThese resources provide all of the core information you need to make sure your website content and website design meet the search engine optimization (SEO) standards of the three major search engines:

If you want to know the truth about search engine optimization, ask the search engine companies themselves.

Also see How to Write a White Paper.