Monday, September 24, 2012

SEO Strategy: Lean Copy Wins Every Time

Want to optimize your web content to get the best web engine rankings? One of the most overlooked ways is to edit your content so that every sentence is clean, clear and succinct.

Best practices:

  • Keep word choices, sentences and paragraphs short, simple and to the point. Remember, most people do not actually read web copy, they scan it. Therefore, simplicity is essential.
  • Always put your reader and the action you're asking your reader to take first. Put everything else second.
  • Drop any words or phrases that do not add to your meaning. Edit out clichés.

Here are seven common mistakes followed by cleanly edited alternatives:

Example #1:

Wordy: By clicking on the icon you're not only able to make reservations by e-mail, you can also download a map and directions to the location.

Edited: Click on the icon to request reservations and download directions.

Example #2:

Wordy and clichéd: If you're looking for hot deals on cool ski packages, visit (website address).com.

Edited: For the best ski vacation deals, visit (website address).com.

Or:

Edited: Visit (website address).com for the best ski vacation deals.

Example #3:

Wordy and clichéd: Before you make up your mind who you're going to pull the lever for in the voting booth in November, look up what each candidate stands for on this chart.

Edited: Before deciding for whom you'll vote, compare each candidate's position on major issues. (Note: Place the hyperlink on the word ''compare.'')

Example #4:

Wordy: To update your existing password for a new one, start by clicking on My Account on your Member page.

Edited: To reset your password, go to My Account (on your Member page).

Example #5:

Wordy and clichéd: If you want to track statistics of your fantasy football team from week to week, sign up for ''Mega-Fan Rights'' and build graphs that compare any two stats to your heart's content.

Edited: Click on ''Mega-Fan Rights'' to generate graphs that compare two statistics.

(Best Practice: Eliminate sentences that begin with the words, ''If you want to…'' Usually begin with the action, ''Click on...'' Note: There are cases where you might want to begin with the benefit your user will get out of taking the action and then follow up with the action.)

Example #6:

Wordy: You can purchase money-saving coupons by clicking on the dollar-sign icon.

Wordy: If you want to purchase coupons, just click on the dollar-sign icon.

Edited: To purchase money-saving coupons, click on the dollar-sign icon.

Example #7:

Wordy: Your iPhone comes with a downloadable emergency contact application that allows you to call all your e-mail contacts from any web-enabled device.

Edited: The emergency contact application lets you call your e-mail contacts from any web-enabled device.