Search
Engine Optimisation
Writing
For Search Engines
Sample material
from "Content Is King - Writing
and Editing Online"
By David Mill,
Butterworth Heinemann
Contents:
Overview
Meta Tags,
SERPs, algorithms, spiders and robots . and you thought this
book was about writing and editing online! Well, it is and the successful
online copywriter or editor should have an at least fundamental understanding
of how the use of words influences search engine positioning through
search engine optimisation.
This isn't
a DIY guide to perfect search engine optimisation* - that's best
left to a specialist. However, it does provide a guide to how words really
matter when it comes to gaining prominent positions in the SERPS (Search
Engine Results Pages).
And why is
it important? Because, with more than 250 million searches being conducted
every day on Google alone, we want readers to find your words - and website
- before those of others!
*Search engine
optimisation involves techniques that are used on websites in order to
rank favourably within search engines for targeted words and phrases.
This is primarily achieved through the manipulation of visible content,
code and site structure.
Objectives
After reading
this you will be able to write and organise copy which is both useful
to readers and effective from a search engine optimisation perspective
- meaning the words are used and structured for best search engine placement.
Meta Tags (elements of code read by some search engines) are also explained.
Contents:
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