When we last discussed Google’s ‘Design and Content Guidelines,‘ we looked at the importance of information-rich content on your website.  This week, we’ll be discussing the importance of keywords.

Google Design and Content Guideline #4: “Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.”

This guideline refers to On-Page SEO, or SEO writing.  SEO, as we learned earlier, refers to search engine optimization, a process that enhances a websites chance of being found and ranked by search engines.

The backbone of On-Page SEO, or SEO writing, is ‘writing with keywords.’

Web writing is different than print writing because it is focused on structuring information so that it is easy to find and easy to read online.  Shorter and simpler sentences, focused language, and the effective use of keywords are the most basic ways to implement On-Page SEO techniques.

As we learned in the first part of this blog series, search bots are like pacman; they follow links and pages, digesting relevant information about your web pages in order to index and rank them.  Keywords are another tool that allow search engines to find your web pages and to determine relevance.

For the best results, choose and use keywords that clearly describe the subject of your website, as well as synonyms that visitors might also use to find your website.  For example, a website about training for a half-marathon would have keywords such as training, half-marathon, running, half-marathon training, etc.

Google’s Keyword Suggestion Tool allows you to choose keywords based on popularity and relevance.  It is widely used by web professionals and helpful for generating keyword ideas.  Like most Google applications, it’s free.

Stay tuned for next week’s installment of Google’s Design and Content Guidelines, in which we look at guideline #5!

Writing Web Words Inc:
Based in Toronto, Ontario, we are a full service Web Writing and Content Development Company that helps small and mid-sized companies maximize their online potential via Search Engine Optimization (SEO), SEO Copywriting, Social Media Marketing and other leading edge interactive marketing services.

I spoke with a web designer the other day – also a friend and colleague.  After some idle chit chat, it turns out he needed help with a client: as the story goes, the client’s site design was finished and almost ready to launch, replete with Flash and other bells & whistles; the only thing missing?  Web Content…

As is the case with many web design projects, my friend had been waiting for the client’s content for weeks.  The design looked great, but with no content, resembled a Lamborghini missing Pirelli’s. If the site was to be launched, it would fall on my web design pal to develop the content; hence, the call.

The web content conundrum
Having worked with a number of web designers, I can comfortably say that many would prefer root canal to web content development, and understandably so. They are graphically inclined; pixel and picture people. 

It is only within the last few years that more stress has been placed on web content development; most likely due to the growing role it plays in Search Engine Optimization (SEO).  I can still recall a former web design colleague telling me that “no one reads online.” That said, he did tend to spend a lot of time on porn sites.

Conversely, the majority of web writers I know avoid web design and graphics; they are word people, mostly concerned with format, context, word count, and other things content and copy related.

Derek Powazek – web designer – wrote a blog a while ago titled, ”Calling All Designers: Learn to Write!”; essentially, a call to action for web designers to be responsible for creating the look and feel of a website – user interface (UI) - in addition to creating engaging web content. 

I enjoyed the blog and agree on his point that content is and should be seen as part of the user interface and overall user experience, but must disagree with Mr. Powazek on another of his points.  Putting personal interest aside, web designers should design, web writers should write.  In a perfect world, both work together to compliment unique and valuable skill sets to the betterment of the project in question.

As for my web designer friend, Ray to the Rescue.

Ray Litvak

www.writingwebwords.com

Professional web content development in Toronto