Articles in The 'Content Strategy & Optimization' Tag


September 5 2007

Blog Writing – Conversational vs. Formal Tones

by Ashley Bailes

As the benefit of blogs becomes more apparent within the SEO industry, writing styles and tones are increasingly discussed throughout the community. There are a variety of writing styles to be found, depending on the blog’s purpose and topic.

One of the most common writing styles present in this new generation of blogs is the ad-sy blog. But, blogs are not the appropriate outlet for new product announcements, 50% off sales, or the available promotions of a company. Instead, blogs can be used to highlight the intriguing uses or features of a type of product. Composing a blog about a unique use for one of your products and then asking for other ideas is a great way to encourage reader participation and engagement.

Another popular writing style for blogs is formal and packed with useful information. While these blogs are usually chock full of great tidbits and could serve as valuable resources, their presentation (large blocks of text) leaves the audience disinclined to read, let alone comment. While such blogs might contain a plethora of information that could generate massive amounts of inbound links to the site, the fact remains that blogs must be easily readable for such information to be discovered.

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March 30 2007

Content Scraping is Poor Strategy

by MoreVisibility

Recently I read an article entitled Site content and use of web catalogues at Google Webmaster Central. It is disturbing that people are still trying to get results on the SERP pages by scraping content from other sources. Let’s face it, this is just poor strategy. I cannot stress this enough; when it comes to content, the only strategy that works in the long term is creating pages with original creative content that is relevant to the subject on the page.

Look at it like this, the job of the search engines is to provide its users with the information that is closely related to the products and services that they are searching for. When that content is copied (scraped) from somewhere else, it detracts from the user experience. This might work in the short term, but as the engines filter out duplicate content you are sure to lose whatever rankings you achieve with this method.

If you want your site to have a longstanding presence, write original copy for each page. Make sure that what you are writing about is related to the information, service or product that your website provides. If you have trouble coming up with content, do some research or hire a professional copywriter.

There are several steps you can take to ensure that your site is optimized from the backend, but all else being equal, content is king!

March 26 2007

Developing content for users first, search engines second

by MoreVisibility

Many people are under the impression that developing multiple pages with irrelevant content is a good long-term strategy for ranking many pages within the site well. This of course is a misconception that needs clarification. The Google webmaster guidelines specifically states not to develop pages for the sole purpose of search engine rankings.

Make pages for users, not for search engines. Don’t deceive your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.

– Google Webmaster Guidelines

It is true that websites with more relevant content have a higher chance to rank well, so it would be in your best interest to develop these additional pages if and only if the content is unique and relevant. The primary purpose of developing these pages should be for the users that visit the site and ultimately read your content.

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