Your Own Content Epiphany.

Since 1997 I have been writing about the importance of content and copy on web sites.

I have sounded like a broken record. I have written hundreds of articles on the subject. I have written a book, Net Words. I have paced up and down on stages in front of thousands of people and verbally assaulted everyone with the same message.

I have endlessly pointed out that people come to web sites not to admire the design, but to read the message and the content.

What have I learned over these last seven or eight years?

I have learned that nobody believes a word I say...until their have their own personal epiphany.

That is to say, it doesn’t matter how often I repeat myself. Nor does it matter how often people get the same message from other sources, whether it comes from other writers, usability experts or successful entrepreneurs.

It seems that everyone needs to achieve their own ‘ah-ha’ moment.

Everyone needs their personal epiphany when it comes to recognizing that the words are the most important element on any web site.

The wrong epiphany...

The same people who resist the idea that it’s the words that make or break every web site will often spend thousands of dollars on search engine optimization.

In other words, they obsess over keywords.

They worry about the words being read by the Googlebot. They care about the message and content in so far as it relates to the technology of the web.

In fact, all too often, designers and marketers are turned in towards all aspects of the technology of delivery online.

Of course, when you are facing inwards towards the technology of delivery, you have your back turned to a rather important element in the success of any web site.

Your readers.

If the Googlebot could speak...

If the Googlebot could speak, here is what I think it might say to techno-centric site designers, marketers and SEO experts.

“Dude, you’re getting it all wrong. The only reason I sniff out all those keywords, links and blocks of content is to find pages that PEOPLE want to read. You know, those people who could be your readers and customers. Don’t write for me, write for THEM.”

My rant, in just a few words

I agree with the Googlebot. People come to sites in search of information, one way or another. Understand what people want, everywhere, on every page. Help your readers by writing well. Be helpful. Be clear. Be genuine. And write as if you are writing to a human reader – you are.

A gratifying epiphany

It’s always good to hear when my relentless banter makes a small difference somewhere.

It is particularly gratifying to hear from someone you might expect to be totally, completely and utterly focused on the SEO side of writing for the web.

Someone like one of the developers of Wordtracker...

“I have a renewed respect for how important copywriting is to a web site after reading your book. Too many people think that a website is pretty web pages and technical proficiency. But it's the content that people look for. Always has been. Always will. I know I'm preaching to the converted.”

Mike Mindel
Director / Developer
Wordtracker.com

Concluding thoughts...

As Mike said, “But it's the content that people look for. Always has been. Always will.”

Now is the time to start investing more time, resources and money in the words on our sites.

And not just in SEO writing.

It’s time to get serious about writing to our READERS.

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Related Resources:

1. My book, Net Words

2. Tweaking Your Site's Copy to Get More Search Engine Traffic.

This is a 'How To' kit from Marketing Sherpa - on how to optimize your site pages with the best keywords and phrases. It comprises two reports and one interview transcript. It's great stuff. A report each from Jill Whalen and Karon Thackston. And the transcript of an interview with Jill Whalen. Plenty of examples and screenshots. Lots to learn. For the full review, click here

3. For help in finding the best high-demand/low-supply keywords, read my review of WordTracker

4. For help with writing web page copy with a simple focus, read my review of Ken Evoy's "Make Your Content PRE-Sell"

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