(OPENPRESS) December 6, 2005 — Thomas R. Cutler is the #1 Manufacturing Journalist in North America. The staff of TR Cutler, Inc. along with the 2000 plus members of the Manufacturing Media Consortium announced the launch of a new service, Web Content for Manufacturing Websites.
Writing dynamic, interesting, topical, fresh, informative, valuable, meaningful, and readable web copy is a unique service. From brief articles to extensive white papers; from product reviews to competitive analyses; from monthly newsletters to company personnel profiles, Thomas R. Cutler and members of the manufacturing media consortium work closely to provide timely, vital, innovative, and creative Web Content for Manufacturing Websites.
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Web Content
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Writing content for the web is a specialized form of professional writing – much different than writing brochures, reports and other company literature.
That’s what a Dallas interior decorator found out recently after she paid a prominent web designer more than $7,000 to create her Internet presence. Her dazzling website was complete with flash graphics and images of the sensational homes she decorated. But for all the trouble and expense, her website didn’t generate traffic. “It was like giving a party and nobody came,” she said.
“Nobody came” because what little copy her website did have, was embedded in fancy graphics – making it unreadable to search engines. High search engine ranking absolutely depends on the quality copy a web site copywriter can produce.
What happened to the Dallas decorator is not unusual. Many business owners pay big-bucks for a snazzy website, then leave the skills of a web site copywriter out of the equation – risking their entire investment .
The “right words” are those strategic keywords and keyword phrases embedded in content. These words and phrases is the language web surfers type into Google and other search engines.
Why is website content so important? Because that’s what search engine spiders “see” as they crawl the web. Cyber-spiders don’t see pictures, drawings or clever flash elements. While such design elements can be important to a website’s appeal, they aren’t necessary to achieve high ranking on search engines.
Keywords that Internet shoppers type into search engines inevitably determine what page they’ll land on. So, when you’re writing content you’ve got to make sure the “right words” show up.
A good web site copywriter knows:
• How to keep copy short, simple, clear and easy to scan.
• How to write naturally, so readers won’t detect the adroit, behind-the-scenes use of keywords.
• How to use keywords in headlines and sub-headlines.
• That search engines are smart. Google notices when keywords are crammed into website content.
• How ridiculous it sounds when keywords are substituted for generic terms. For example, replacing every instance of the generic word “aspirin” with the keyphrase “Sav-More Pharmacy Aspirin”.
“Sav-More Pharmacy Premium Aspirin works for colds and fever. When flu or headaches get you down, take two Sav-More Pharmacy Premium Aspirin and go to bed. For more relief, take three Sav-More Pharmacy Premium Aspirin four times a day.”
An experienced web site copywriter is a highly-trained wordsmith who creates website content that attracts serious shoppers – then converts them from prospects to customers.
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It sometimes takes corporations years to find the right sales persona, or spokesperson for their advertising. It makes sense that such a persona is required when advertising on TV, but such a persona is also required in the written and visual mediums of websites and brochures as well. This is one of those areas, which tends to get missed in the creation of Internet publications. As an Internet Publicist is my professional goal to find the voice of the company, and to insure that the voice comes across in the words created to attract attention to the corporation or person I’m working for. This attention comes in many forms; readers, fans, customers, clients, investors and search engine robots. Not all of my readers are human, but all of them are equally important.
Web Content
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by Glenn Hefley
If any of your pages are getting bounce rates of over 30% from a set of key words, and your traffic to that page is significant, then you need to do something fast or your whole web site will suffer.
Often we read or hear about the importance of Key Words for our web sites. SEO’s and Web Marketing ‘Specialists’ write a lot of articles and push this need down our throats every time we talk to them. Its the talisman of success on the web.
Are they wrong?
Not really, but where they often fail is in giving us the whole story.
Let’s say that we are selling car accessories, just as an example I happen to have done some recent research on. Our car accessories however don’t cover a wide area of the category. We sell car covers, floor mats, dash covers, and other items that protect our car. This is our focus.
Car Accessories however is a huge category and the search report on Overture tells us that 110,320 searches were done for that combination in June of 2006.
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Glenn's Desk, Glenn's Work, Search Engines, Web Content
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