Jakob Nielsen, the renowned guru of usability issues of Web accessibility and public in recent days an article in his famous Alertbox newsletter which outlined a series of tips on how we have to write the contents of our website. These boards detailing the typical errors made in the online media to putting in writing what we want to communicate to our potential customers.
When writing for the Web because we want to be found
"If not on the first page of search results you might not exist" is the phrase that begins with an article by Jakob Nielsen. Certainly, search engines are the means of attracting more traffic for a website that contains a high dose of contents. Search engine positioning in search engines draw the contents of our Web pages that have to be placed in certain positions within their databases. Search engines are continuously improving their relevancy algorithms to display pages that have the most similar to those that are searching the Web. Any text you type into a Web page is a bait for users of search engines.
People use their own terminology in front of a search engine
There are many articles online that say "content is king" but if the king does not speak the same way that his subjects have a lot of useless content. When you write the contents of a Web page typically commit the mistake of copying what the issue of selling the company or what the corporate book, or worse, put the mission and vision of the company to explain the products and services they sell. These contents are not sophisticated or formal look to any phrases that could be our potential customers to use when searching for on search engines. Jakob Nielsen recommends "speak the language of the user, ie, using familiar words to describe our products or services. The main problem is that we describe things in different ways. The words we use to describe our business may be different than the words used by customers. Teach customers to rename things is more difficult to change the way we express ourselves and get to them accordingly. For example, a company that offers counseling services for people who want to sell his pharmacy might want to position your website for the phrase "pharmaceutical business advice or valuation of pharmaceutical companies." Such phrases sound very good, but rarely a user who wants a guide of how to sell your pharmacy use these terms in the search engines to find this kind of services. Instead, such phrases as "advice to sell my pharmacy" or "how to sell my pharmacy? phrases are more popular and familiar in the vocabulary of the user of this example and therefore could become a larger flow of Web visits.
Product names that confuse avoiding metaphors
There are many theories of marketing that we baptize recommend names to our products or services to enhance branding. If our company is not well known in the market position is recommended on the Web using familiar names rather than descriptive or position through metaphoric names. For example, if you sell luxury apartments across the Web the best phrase to describe our product will be "luxury" or "exclusive story" and not the brand name such as "deluxe spaces" or "deluxe dreams" . No user of the search engines use these phrases peculiar to find luxury homes. The names of our products due to a valid trademark must not change. However at the time of writing the contents of this website must use descriptive words or relatives more than the sophisticated use of words or metaphors of the brand name. Invent new names for products or use the politically correct names are wrong practices common in certain markets at the time of writing the contents of a Web site focused on e-commerce.
Conclusions for a good editorial content
The search engine positioning experts recommend using concise and descriptive phrases to write titles and descriptions for each page of our Web site. For his part, usability guru Jakob Nielsen, we recommend using "familiar words" for excellent visibility in search engines. Both theories are complementary to a common goal: "to write for users."
Article by Javier Gosende responsible for search engine positioning of Human Level
Source of Article http://www.articulo.org/autores_perfil.php?autor=39
