Much talk, when it comes to writing for websites, centres around SEO (Search Engine Optimisation) requirements - in other words, what drives a page to the top of online searches.
Don’t expect a paragraph of clarity here about how it all works, I am still very much learning myself. What I will say is that, since embarking on a career as an online (rather than print) copywriter, I have already seen significant changes in marketplace announcements regarding this most popular of all website topics.
First it was keywords – find the most searched-for words relating to the thing that you do and then use them. A lot.
Then it was pace – reduce your copy to bite-sized pieces as if you were writing for an eight-year-old.
Now it’s links – forwards, backwards, home and away, to other websites, then back again to you.
And it’s audience demand – knowing what your customer is expecting to find in a website like yours, then offering those exact solutions.
I’m a writer, not an SEO expert, but I still have opinions and I think that, as with the space-clearing technique of Feng Shui, so much of this is down to common sense. Of course a good website must contain words that are relevant to its business, be written in a temperate style that all clients can understand, and contain useful links to give a multi-dimensional, organic aspect to what otherwise would be a static online Word doc.
My best tip? Hop on to Yoast and read the daily scatter-gunned email snippets. Yes your in-box will be peppered, but four out of every five memos is useful. No personal kick-back here, just a bit of free, friendly advice. Oh, and the link, of course.
Now all we need is a regular SEO-ing circle. Watch this space…