Web Composition: Realized or Riddled?
Posted in: UncategorizedIt would be pretentious to speak about the emergence of online media as if it were…news. However, it is vital to address the fact that, despite the advent of the Internet, there remains a divide within the “connected” of the digital divide. Avant garde disseminators will tell you that marketing efforts are still being improperly implemented through online venues.
Leveraging the web correctly for business requires both the left AND right side of the brain; there is an art & science to web marketing applications-particularly in the field of web writing.
You can see web writing being utilized for various online mediums: websites, webzines, e-newsletters, blogs, Internet advertisements, and social networks, among others. However, it should not be dismissed as a task that can be done by a web designer or art director; it’s a craft that is developed through experience. Therefore, web writing should be delegated to professional writers.
Some of the variables of web writing that ROI is contingent on are: SEO, Meta tags, keywords, links, titles, and of course, content. Many writers are aware of some of these terms, but don’t know how to apply this knowledge when developing copy.
It would be a waste of time to delve into each of these terms, as their meanings are easily accessible on the web. I will, however, illustrate what makes good web copy, and elaborate by providing some examples.
1) Wait…what were we talking about?
-Consider your topic. There are programs online to determine what the most important keywords are for any given topic; utilize this tool to determine which terms to include in your web copy.
2) Pithy the Python says “WRAP IT UP, SON!”
-Concise, cohesive copy is the elixir of web writing.
3) Want Supercalifragilisticexpialidocious web copy?
– Limit your vocabulary. To optimize SEO, you want controlled word usage so that your content is included in search results; stick to keywords and synonyms.
4) I like em’ chunky.
-Both readers and search engines favor “chunking.” In fact, 79% of readers prefer “scanning” to “reading.” Techniques like creating sections, headlines, subheads, bullet points, and lists improve SEO.
5) Links are a site’s best friend.
-To increase credibility, link to outside websites and resources. Outbound links encourage inbound links from other sites and improve SEO.
For a great example of web copy that utilizes linking and chunking, check this out.
Rohan Raj
Syrupy schmaltz. Finessing perpetual cadence. Boundless behemoth.
Absence of mutual exclusivity? Priceless…
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