Improve the quality of your content by writing with links, metadata and your customers’ tasks in mind
I was talking to a Web person the other day about copy. I asked if his site incorporated important keywords in the copy and linked those keywords to relevant pages, these being tactics that benefit both conversion and search engine rankings. “Um, no,” he replied. “Our SEO guy is on top of things. And we’ve totally revamped our navigation system. We want to avoid the cheesy look.” To which I replied, “You do want to sell, right?”Folks, this is not a print world, and your visitors interact very differently with your online content than they would if they had one of your brochures in hand. The critical concept here is INTERACT. And to promote interaction, you have to keep visitors engaged. You do that through relevance.