Let Contents Do the Talking #atozchallenge2017

You are a wise person with a business to run. Naturally, you have done your research like a good businessman does. Based on findings, you realize that in order to expand the business, you’ll have to up the ante some more and level-up. Information technology is here to stay and you’ll do wisely not to be left behind, right? So you get a web developer and a web designer who create an attractive, fully functional and easily navigable website for you.

Website, check.

And then what to write? Since information is available right there at the office, content development is done in-house. Your people know the business, they have a clear understanding of what it is about. Who better to write about your business? Therefore, you delegate a content writer for the site right from your own team.

Contents, check. How hard can writing be?

Letting Your Home Grow

All those done, finally, you are ready to launch into cyberspace…Oops! Not so fast, hold your horses! While it seems you may have done things correctly, you just might want to backtrack a little bit and check if indeed, you’ve decided on everything wisely.

The most important parts of a website are not really the “physical” aspects, though they, too, are of great importance. After all, without them, how can searchers find you? Web developers and designers provide all the foundations and structures for your site.

As they say, however, a house is not a home. It’s what’s in it that makes it a home. An empty house is not a home; a cluttered house is, well, simply embarrassing, to say the least. For a website, it’s the contents that really breathe life into it. Just how much life depends largely on the quality of the contents. That is where you might want to focus your attention on.

Let your home grow. Feed it with the right nutrition, not junk. Knowing the details of your company and what it offers is just half of the requirements to ensure quality content. It takes more than knowing what to write, but how to write it.

A good, professional Web Content Writer knows that. She has been trained for it. It’s not just words and constructing sentences for her, but a lot of experience and know-how. Content writing takes more than typing. It involves research beyond existing resources, knowing more about how web development works. Also, a big factor in any business’ success today is good, clean SEO—this, she has learned and practices.

Getting Visitors to Stay

Competition in cyberspace is fierce. You want to be the business that captures searchers’ attention immediately and keep them glued to your site until they decide to avail of your offer. People’s attention span can only last a few seconds, that is the whole truth of it.

An attractive, fully functional and easily navigable website is practically useless if it sends searchers away with missing, low-quality or useless information. If they don’t find what they’re looking for or anything interesting, they either click the Back button or exit. Either way, they leave. You don’t want that. Don’t sweep the welcome rug off their feet.

How confident are you that you or your employees can write well enough to keep searchers glued to your site? Can your people get your business to the top of search engines’ first-page results? Do they have the proper skills that an actual content writer does? No?

You’ve already taken a risk, so risk more away! A web content writer is who you need, just like most businesses today. If you haven’t yet, this is the time to add one to your team. Remember, house walls can’t talk; it’s those inside the house who do.

 

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This is still the continuation of my A to Z Challenge. Last post, I was on the letter “M”. Why the jump to “W”? That’s because the pieces for the letters “N” to “V” have long been posted. The explanation is simple: When I was doing the challenge last year, I skipped letters. I did not finish the whole thing so I have decided to do it and not quit.

As for the writeup itself, just like some other stuff that I did for work, this was also a guest blogging venture. The deal was the article provider would get exposure but the publisher got exclusive rights to the unique article. No money involved. This one, the guest blogging services site owner reserved for her own site (I was actually thrilled!). There’s a story about this, but to make the story short, her site was down for years already and is now removed. I found her new site and could not find the article ANYWHERE. Now, Google found it on another site that isn’t supposed to have it and is not even mentioning me as the writer. Some guy is supposed to be the writer of this bogus page. The article is truncated, leaving a “Click here to read more” message, but the link just actually redirects to various suspicious sites that change every time you click on the same link!

Needless to say, it’s high-time we take back what is ours.

W is for “Web Content Writer”

This piece serves as my Letter W post for the A to Z Challenge 2017.

For my previous posts, kindly visit my A to Z Challenge 2017 page.

How to Properly Use Sitelink Extensions #ThursdayTips

If you’re not new to Google AdWords, then you know about sitelink extensions. If you have never heard of it, you have probably seen samples already and don’t know it yet.

Sitelink extensions are those extra two to six links that appear below text ads in search engine results, four if you’re using mobile. They lead to more specific site pages owners would like searchers to visit. They maybe links to the products page, contact page, store hours, any page they have identified as likely to entice visitors.

These extensions can help boost website ranking and, therefore, the business. There is always a right and wrong way to do it, but why not stick to the best?

Best Practices in Sitelink Extensions Setup

Businesses like yours will do well maximizing advertising services by following these practical tips:

  1. Keep it brief. There is a limit to the number of characters to use, which is 25, but 12 for languages which characters take up more space (Japanese, Korean, Chinese, etc.). Do this so your texts do not get cut. Less is more, that’s the key. People don’t have to wonder what it is they are missing. The shorter (but clear) the links, the more links you get to exhibit at the SERPs.

  1. Use space wisely. Make your 25 characters count by making sure users can quickly get a grasp of what it is you are linking to. It has to be connected to your chosen landing page, so choose the right words and the right pages to link to. Refer to the navigation bars for ideas.

  1. Avoid the restrictions. To avoid getting your links disapproved, it is relevant to follow the policies:

        • Each sitelink must have a different name.

        • Link URLs should be no more than 2048 characters.

        • Download links are forbidden.

        • Leave punctuation marks and symbols out of link texts.

        • Keyword insertions are not allowed.

        • No adult or non-family contents anywhere, please.

        • Tread lightly when using trademarks and refer to specific policies on this.

  1. No sitelinks are the same. Regardless of whether they belong to the same campaign or ad group, no two sitelinks should share the same landing page and/or contents with each other, not even with that of the ad itself. Not only is it redundant, but you miss the chance to show them whatever else your site’s got. The rule is, “unique contents, all the time”.

  2. Write good descriptions. Help searchers understand your links further. While they do not affect the number of links, still, be concise but clear in explaining what the pages are about. Meanwhile, third-party links are allowed, as long as they remain properly descriptive, e.g. “Follow us on Facebook”. There is no room for misinterpretation.

Be mindful of all these best practices and lessen chances of ads being disapproved, sitelinks not showing, domains being disabled and, worst, your whole account getting suspended. It certainly is not worth all the trouble. So remember to always play by the rules and you’ll never go wrong.