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Part 2: Weaknesses and How to OvercomeIn thfe part 1, I discussed choosing topics to write about that would be more beneficial to providing information to customers and search engines. This part will discuss different weaknesses, how to find them on your site, and how to fix them. I will continue to use the Ceramic Notions Blog as an example. Blogging can be very important to small businesses, and content needs to be written in a way that both customers and search engines can understand. When search engines rank your site, they are looking for information. Primary information are subjects covered, links to the site, and age of the domain. Since search engines want to provide the best information on “ceramics” whenever a user searches for that term, it makes sense that a site that mentions “ceramics” 1000 times has more information about ceramics than a site that only mentions it 10 times.
For awhile in the not so distant past, sites were notorious for adding hidden keywords, such as sex, teens, and porn to increase hits to the website. Search engines have gotten a lot smarter so it is important to talk heavily about what your business is about. For Ceramic Notions, I would strongly recommend keeping topics about ceramics or related terms. “Military deployment” will only cause the search engine to become a little more confused. For those of you that are using Google Adsense or Yahoo Publisher Network ads, you may notice that sometimes the ads are not at all like what your site is. They are an excellent tool to see how Google or Yahoo spiders are interpreting your site. These ad networks display ads according to different keywords or phrases that it finds throughout your site. Therefore, the more you write about relevant topics, the more accurate your ads will be.
Understand this will help you to write your blogs or articles. For Ceramic Notions, the articles should stay focused on ceramics, and using ceramics to strengthen families. Articles about how to use their ceramic pumpkins to make jack-o-lanterns that last a lifetime would be ideal, along with other subjects like re-creating Christmas ornaments that your parents or grandparents made for you. Rather than discussing finances, politics, or off-topic news, stick with subjects that your business is made on. It is important to keep in mind that while you are writing articles, they are going to be read by both humans and machines. You don’t want to confuse either, or chase them away, so write in human-readable form, but continue to use keywords that search engines can evaluate. This concludes part two, in part three, I will delve into writing for specific actions. I will talk about how to write to meet certain goals. |
