In The Laptop Entrepreneur we have a section dedicated to copy writing for the Internet, which may seem a bit superfluous to anyone new to the Internet and the optimising of web sites. After all, everyone can write, can they not?
As a professional writer, my answer to that would be that whilst virtually everyone can write – very few people can write well, in a compelling way. Furthermore, even fewer people can write effectively for the Internet which, as I have said before, requires a particular skill.
But why is this important, I hear you ask?
Well, there are two principal reasons. Firstly (and very obviously!), you need to be able to get your message over to your target market quickly and efficiently. This is critical when it comes to the Internet, where the attention span of people is incredibly short and the tolerance levels to lack of clarity extremely low. So, any text on a web site or Blog needs to be excellent if it is to grab the attention of a visitor, keep that visitor and then persuade the visitor to take some action.
However, the second reason for ‘good’ writing revolves around the Search Engines, particularly all-important Google. It is, of course, the Search Engines that define search results and where web pages are positioned for search results. This is critical for if you want to make money on-line blogging, as the higher your web site or Blog is positioned for its key search terms the more traffic you will get – with a Page 1 Position 1 placing for your site (and the Posts you publish) of vital importance!
But how do the Search Engines decide upon the ranking of a web site for search results?
There are many factors – but one of the most important relates to the intrinsic quality of the information provided by a given web site. It is this factor that can make Blogs so effective because a well-run Blog, providing good quality information, is viewed as ‘authoritative’ by the Search Engines, which then prioritise, for search result positioning, the site and its published Posts/articles.
So, the innate quality of the content of a Blog is really important and this encompasses not just the bare information provided (however accurate) but also the way that it is presented. So, you may be penalised if there are spelling errors or if the content of your site (or a Post) lacks originality or cannot be relied upon as being balanced and objective.
The Laptop Entrepreneur: the book that shows you how to make money on-line
In 2011 Google implemented the Panda Update, which was aimed at improving the search experience of people using Google and this caused considerable discomfort (justifiably!) to may sites that had poor quality content. Meanwhile, it sent out a clear message to anyone wanting to make money on-line blogging that that their content had to be of good quality, if good search result ranking was to be achieved.
In fact, Google stated that the test for quality content could be defined by asking the following questions – which should be uppermost in your mind, if you are thinking of making money on-line Blogging and about to start producing content:
- Would you trust the information presented in this article?
- Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
- Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
- Would you be comfortable giving your credit card information to this site?
- Does this article have spelling, stylistic, or factual errors?
- Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
- Does the article provide original content or information, original reporting, original research, or original analysis?
- Does the page provide substantial value when compared to other pages in search results?
- How much quality control is done on content?
- Does the article describe both sides of a story?
- Is the site a recognized authority on its topic?
- Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
- Was the article edited well, or does it appear sloppy or hastily produced?
- For a health related query, would you trust information from this site?
- Would you recognize this site as an authoritative source when mentioned by name?
- Does this article provide a complete or comprehensive description of the topic?
- Does this article contain insightful analysis or interesting information that is beyond obvious?
- Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
- Does this article have an excessive amount of ads that distract from or interfere with the main content?
- Would you expect to see this article in a printed magazine, encyclopaedia or book?
- Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
- Are the pages produced with great care and attention to detail vs. less attention to detail?
- Would users complain when they see pages from this site?
So, you can see how vital good copy writing is for the Internet, for anyone wanting to make money blogging – and how vital it is to get it right!
Get your content wrong and poorly keyword it and you can find that you waste time and ruin the opportunity of obtaining excellent (and relevant!) traffic from good search result ranking. That is why in The Laptop Entrepreneur we have a complete section on Internet copy writing and why it is important to learn how to copy write really well for the Internet…
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