Web writing’s harder than you’d think.
When writing a page, I start with the meta tags, and research — and thinking.
As this excellent post, 4 Pro Tips To Write Titles & Meta Descriptions That Make Your Site *Pop* In The Search Results | Search Engine People | Toronto, suggests:
“Don’t just stop at the broader fat head terms you are looking to pull in gobs of traffic with. What are the secondary terms people are going to be landing on this particular page for? What subtle exact match keyword variations get more traffic? Look out for the nuances of a site’s industry and always pay close attention to the details.”
Writing for print is much less exacting than writing for the Web. Once someone’s picked up a newspaper or magazine, they read the article, or they don’t. They’re as much a captive audience as you’ll get.
The Web’s different, because your audience has to find the content first.
That means thinking about the audience, and the terms they’re likely to use. Although researching keywords and demographics helps, thinking is essential.
Your page description is an ad for the content
Your webpage’s description shows up in the search engines; it’s the second thing your audience sees. Writing that description is copywriting; it’s persuasion.
When I’m working with my Web writing students, most think that meta data is boring. However, looked at the right way, it’s the most fascinating part of creating a webpage.
Web writing can be an art. Before you writing, think what the page is about. Create the meta data.
If you’re tempted to skip this, consider how long your content will be online. Web content lives for much longer than print.