Why Content is Critical !

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Why Content is Critical !
Winning on the Web 24th May 2006 Russell Crisp
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Essential Content Ingredients

• Think like a visitor.
• Consider the variety of visitor types.
• Prospect, Customer, Source of Influence etc.
• Target specific audiences where possible.
• Consider the visitor experience as an adventure
  rather than a linear journey.
• Consider volume of information.
• WHERE POSSIBLE BE CONCISE !!

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Specific Content Ingredients

• Write copy specifically for your web site rather
  than copy and paste from elsewhere.

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Specific Content Ingredients

• Search engines need to read words to form an
  opinion and hence rank your web pages.
• Do NOT abbreviate or assume knowledge from past
  pages as search engines need words to consume.

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Specific Content Ingredients

• Research applicable keyword phrases first then
  organise your copy so that it fits into separate
  pages and sections.

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Specific Content Ingredients

• Use the results from keyword research to help you
  use your chosen phrases wisely.

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Specific Content Ingredients

• Use Plain English where possible.
• Steer clear from using strange/clever names,
  titles or descriptions.

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Specific Content Ingredients

• Do use hyperlinks within the text to assist with
  cross navigation but DO NOT over use.
• Here is an example of what not to do
• "Polly wants to go fishing. She bought a boat
  and a brand-new fishing pole. Now Polly needs
  fishing worms for bait. Where can she get the
  best fishing worms for bait in town? Online at
  IWannaGoFishing.com! Join Polly and browse our
  selection of fishing worms for bait for the best
  prices today."

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Specific Content Ingredients

• A good reference Jakob Nielsen web guru on
  web usability (www.useit.com).

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Questions?