Captivating Readers While Attracting Web Crawlers
Today’s digital
writer has two
audiences:
readers and
Web crawlers.
Unfortunately,
the two have
distinct tastes.
The latter, for example, prefers keyword repetition, which
works to achieve higher search engine rankings (thus,
maintain visibility with an audience). This “over-optimized”
style of writing, however, can attract Web crawlers
but can also lose a reader’s interest. On the contrary, online
readers demand relevant information in easy, bite-sized
pieces. Being brief, by using sentence fragments, bullet
points and reporting “just the facts” increases reader interest
but may sacrifice SEO-driven rankings.
And, despite the different preferences of readers and
Web crawlers, both are seemingly interrupting the creative
prose of yesterday.
“It’s not a trend I agree with,” said Lynda McDaniel,
founder of the Association for Creative Business Writing
and co-founder of The Book Catalysts. “That [brevity]
style won’t bring anything to life, especially not the
readers. Writing is the portal to our thoughts,
and if we write in snippets, our thoughts
will be just as abbreviated. To keep your
content interesting and hold the reader’s attention;
write to the reader, write for the
reader and write from the heart. Write as if
you’re talking with a friend — or at least someone
representative of your readership. Engage the
reader with stories and compelling information, not
just short little blurbs.”
Words trigger emotion and form bonds with the
reader. McDaniel thinks an importance should be
placed on writing interesting content using clarity, fresh
associations and interest angles. To create visuals and
actions in the reader’s mind, try incorporating a few of
the following techniques:
Appeal to the senses: Use language to paint imagery,
create sound and describe an aroma, taste or texture.
For example, if your business received an award, try
“Within minutes of the news, music rocked the room
and champagne corks were popping,” instead of “We
won the award.”
Document sources to support opinions: To support
ideas and attract Web crawlers, provide evidence from reliable,
credible sources, such as research organizations, traditional
media, government sources and associations.
Develop a sense of scale: Create an analogy using common
knowledge to present unfathomable ideas, such as
large numbers. Not only does this add interest, but it is
also powerful imagery. For example, 1 second is 1 second
(and easy to comprehend), but 1 million seconds is
equivalent to 12 days. And, 1 billion seconds is equivalent
to 30 years. Describing a product that measures 3.3
x 2.2x 0.8 inches? Don’t leave the reader guessing about
what that means. Explain that it fits inside of an Altoid
mint container.
Create similes and metaphors: Figurative language
helps create a vivid picture and appeal to the reader’s
imagination. For example, a report laden with heavy statistical
data may be “as dull as dishwater.”
Use action verbs: Movement creates energetic and lively
prose. For instance, say “The tree rose 50 feet out of the
ground;” instead of “The tree was big.”
Choose active voice: Show the subject performing the
action instead of the subject receiving the action. For example,
“He wrote the story;” is preferred to “The story was
written by him.”
Incorporate fun: There are several ways to use wordplay
and add surprise. Take a cliché and make it cool by
changing one letter or one word, such as “Best suite in
the house.” Another example, “Is your website a pain
in the Net?”
Repeat keywords and phrases: Create a resounding
echo that imprints the key facts. Connect with the reader;
connect with his heart, connect with his soul and connect
with his mind. However, avoid excessive repetition that
results in keyword stuffing.
Vary sentence structure: To add variety, as well as interest
and emphasis, write paragraphs consisting of short,
punchy sentences and longer, detailed sentences.
Maintain clarity: Use the best word to convey the intended
meaning accurately and precisely. Use “because” instead of
“as a result of.” Try “saunter” for “leisurely walk.”
Incorporate questions: Challenge the reader to think
beyond the written word in the story. Include “what if”
questions.
People are complex beings with unique perspectives
and experiences. So, take time to understand readers
and present ideas in a fresh, clear and interesting way
that resonates with them and triggers an action.
Through the power of words, create compelling messages
that captures readers’ hearts and connects with
their minds. The SEO results of quality, thought-provoking
content will follow.
About the Author: Michelle Wicmandy is a regular contributor to Website
Magazine, a lecturer at the University of Houston Downtown
and an executive-level marketing and business development
professional.


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