The Quick-Start Guide to Findability, Clickability and Readability

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1 The Quick-Start Guide to Findability, Clickability and Readability by Aaron Wrixon

2 Findability, clickability and readability: an introduction In a nutshell, search engine optimization (SEO) is the art of writing the content on your site in such a way that people can more easily discover it in Google, Bing or another search engine. That s what I call findability the science of getting found. Used to be, findability was enough. If you put search keywords in the right places, like your page title and page description, then worked to make sure that keywords were sprinkled through your content just the right number of times, you had a fighting chance of leveling the playing field. You could then do all the other SEO things you needed to do in order to compete with similar web pages around the world. But recent changes to search engine algorithms the mysterious, almostmagical rules that govern how Google and Bing rank web pages have meant that simple findability has fallen by the wayside, and two other disciplines are just as important. The first of these disciplines is clickability the word I use for the psychology of convincing readers you re worth a look. And the second of those disciplines is readability the art of making sure the content on your destination page is as clear and well thought-out as it could be. So in a nutshell, that s the tricky business of today s Internet. You need to write to be discovered, to convince readers to click, and to get them to stay around. But now the good news: Writing for humans instead of search engines usually takes care of all three goals. In the fight to climb to the top of the Google listings, people often neglect the human side of the equation their SEO elements and page content are full of keywords, but they re almost unreadable by humans.

3 Simply put, your content needs to be understood if you re going to try to improve findability, clickability or readability. But if you work hard to make your content understood, you can usually accomplish all three.

4 How to write page titles for findability and clickability Your page s title is the most important on-page SEO element you ve got. It s your headline, your billboard, and your ad for the page. It s the first thing readers are going to see, which means it s also your first chance to lose a prospect. You can t just stuff keywords in your title to try to trick the search engines into noticing you; you also have to make your title as compelling and clear as possible so that people will want to click through. After all, you can t forget that you ve got a human there on the other side of the computer reading your stuff, acting on it, sharing it. If your title s bad, they won t pay attention. That s why you absolutely need to get page titles right. Here s how. Keep page titles 65 characters or less. There are subtle differences between how Google displays titles in search engine results and the way Bing does it. But f you stick with 65 characters, your title won t get cut off by either of them. Make page titles readable by actual people. Seriously, can we all just agree to stop with Real estate Central Valley Fresno Realtor South San Joaquin houses for sale once and for all? I mean, congratulations on fitting all those keywords in there, but put yourself in your prospect s shoes Do you really think they re going to work with you just because you gave their hometown a shout-out? Include a keyword phrase in each page title, but also a promise of value. Suck up to the search engines, but at the same time answer the question every reader has What s in it for me? Tell them why they need to be paying attention to your page. For example, Toronto web design: Find new customers in the GTA with your site. Think keywordrich, but human-readable. Write as if the page title was all you had. Page titles need to pass what Ian Lurie calls the blank sheet of paper test. If you took your

5 page title and wrote it by itself on a blank sheet of paper, would a reader be able to figure out what that page was all about? Could they get everything they needed from those 65 characters? If not, write it again. Now, you might be thinking. But driving traffic to Page X really is more important to me than getting qualified visitors! I just need the numbers! Personally, I can t see how or why, but whatever. I m willing to play along. Here s a good rule of thumb if you really, truly, desperately want to rank for a specific keyword, focus on that keyword and write the hell out of it. Use a couple of variations in your page title and then max out your SEO copy in the page content. Otherwise, write naturally, with an eye toward making sales. If prospects are coming to your page because your page title resonates with them, you might see less traffic But it ll be better, more qualified traffic and that s the traffic that s going to lead to more business.

6 The secret to writing good page descriptions clickability at its finest If you ve spent any length of time in the business world say, when consulting with clients, or in a past life as a cubicle monkey you know that the Marketing department gets a company noticed by prospects, and the Sales team seals the deal once those prospects have expressed an interest in buying. The same relationship exists between page titles and page descriptions. When a prospect finds you in a search engine, your title is going to be what she notices first, but your page description is what will (hopefully) convince her to click. Now, a search engine results page is a high-competition zone. Past the first couple of results, most readers will only click on what appears to be interesting. So even if you have a good page title, you re going to lose your reader if your description doesn t stand out more than other things on the same page. Goodbye, client; no chance, sale. Game over. So, how do you write a good page description? Well, first there are the basics. Keep them to less than 155 characters. Make sure each page has a different description. Don t bother jumping through hoops to put keyword phrases in there, because the search engines ignore them for ranking purposes. But the basics aside, it s easy to write a good description if you remember one simple thing Write for humans Since the major search engines ignore descriptions for SEO purposes, you re wide open to make your page descriptions as compelling as possible. That means not only summarizing your page, but also offering a compelling reason to click through. Readers are busy, and you need to quickly convince

7 them that what you ve got is worth their time. They want to know that your content is going to help them. Ask yourself How is your page going to change my prospects lives? Then tell them. For example, compare this description: RandomWeb is a creative web design studio that produces online experiences that communicate brands and tell a story. with this one: RandomWeb helps small businesses like yours find more customers online. Click for a free 32-page guide to redesigning your website. What does the second example do that the first one doesn t? Talks about the prospect, not the business like yours, your website. Qualifies out the wrong kind of prospect and makes the right kind feel like they ve found something special small businesses like yours. Offers a benefit find more customers online. Gives a compelling reason to click through free 32-page guide. Hell, it even tells readers to click. You can t get much more direct than that. Now pretend you re looking for a new website for your business. You re unhappy with your current site, so you start searching in a desperate attempt to replace your current web designer. After a quick search, you discover both of those two page descriptions in Google. Which one are you going to check out? Exactly.

8 Your clients are doing the same thing. Write to convince them to look at you instead of your competition and you re halfway to making the sale.

9 Tips on ensuring the findability, clickability and readability of your page content Hey Can you juggle? I ask because, sometimes, trying to balance findability, clickability and readability on your web pages feels like keeping a whole lot of balls in the air. I m not going to lie to you finding the perfect balance isn t easy. I ve been a writer for almost 20 years and I still struggle with it every day. But I ll let you in on a little secret you can get your web pages to the point where they re pretty good by paying attention to just a few balls of each color. Write strong headlines and headings. A good headline will draw your readers into a page and compel them to read more. Headings will seal the deal, allowing people to quickly scan your page to make sure it s for them. Make it about your readers. Pick any random reader. He or she is coming to you with a problem that needs solving. And whatever that problem is, it can t be fixed simply by the fact that you ve been in business for 12 years or that you re an expert at your thing. Writing readable website pages demands that you get out of your own head and into the minds of your potential clients. It s that simple. Talk about benefits, not features. It s easy to get caught up in how cool your service offering is and forget that other people might not share the same enthusiasm or even understand what you re talking about. Chiropractic patients, for example, don t care about the Garston Technique. They care about living pain-free. Graston is a feature Relief from pain is a benefit. (And a big one.) Ask for something. You need to move toward asking visitors not for a sale, but for the start of a low-commitment relationship with you. You re reading this document because you did exactly that Would you have hit the bricks if I d said, Contact me today to find out how

10 you can spend hundreds of dollars on content? Of course you would have. Ask your own readers for something else anything else. As long as it s not a financial commitment before they know, like, and trust you, you should see success. Remember to write for readers. I ve already talked about how, more and more, search engines are rewarding businesses for creating valuable content that helps readers. The easiest way to make sure yours is exactly that? Forget about the search engines in the first place. Write your draft exclusively for humans, then add subtle search engine tweaks afterward. Don t worry about how many times you use a keyword on a page. Once upon a time, people counted instances of a keyword and measured that number against the total number of words on the page. The result was called keyword density, and it was the stuff of endless debate. Was 5% too high? Was 1.5% too low? Nowadays, that number is less important what matters most is using keywords naturally. (In fact, search engines can penalize you for obviously going overboard on keywords One more reason to play it smart.) Love your thesaurus. Search engines are a lot smarter these days than they used to be and they know that online content, web page copy, and writing for websites are the same thing. You can use that fact to your advantage by writing with synonyms; the result will feel incredibly natural to your readers but search engines won t be able to escape the clear signals about your page s topic. Make your content as shareable as possible. As of this writing in late 2014, Google denies that things like Twitter shares and Facebook likes having any influence on search engine rankings, and yet professional SEOs swear they do. What the pros are likely missing is fact that content that gets shared gets more traffic, and Google is probably taking that traffic as a sign of both popularity and authority. Bottom line? Write to be shared. (And then plug the hell out of your content to get the ball rolling!)

11 Summing up Could you do more than what I ve talked about here to improve things? Yes, but who has time for that? Done is better than perfect focus on done and you ll be a lot farther off than you were when you started. Balancing findability, clickability and readability isn t easy, but it s essential. Your page titles and page descriptions, as well as the content your pages themselves, now need to do double-duty. They need to be technically good enough to attract initial attention from search engines, but they also need to be written for the human on the other end of the web browser. If your content doesn t make sense, your readers will vote with their mouse and leave and the search engines are now watching those signals. More and more, content that doesn t connect with readers is considered bad, so if you re not doing your job there s no way you ll be able to hold on to any search engine rankings you might have achieve. It s not all doom-and-gloom, but it isn t for the faint of heart. If you have questions about how to get it done for your site, I d love to help. me at info@aaronwrixon.com or visit me online at

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