It’s easy to spot the really bad web content. After all, it’s usually stuffed with so many keywords and written with such glaring grammatical mistakes that it looks like some kind of Martian language (my apologies to all of the Martians who may be reading this!).
But just because your web content doesn’t look atrocious at first glance doesn’t mean that it’s making the best impression for your business. There are plenty of content writing mistakes that aren’t quite as obvious – but still hold you back.
Are YOU making any of these mistakes?
1. Not using enough keywords
No, this isn’t some attempt to get you to shove your keyword in 52 times in a single article! Instead, it’s a reminder of how important it is to target a couple of different keywords in your content so that you can get the most out of your optimization efforts. And, as an added benefit, it will make your writing a whole lot less redundant!
For example, if you’re writing about online marketing, there are a few other keywords that you can sprinkle in so that you don’t have to use “online marketing” in every other sentence. By incorporating keywords like “internet marketing” or “marketing on the web”, you can make your point without sounding like a broken record. Plus, you’ll get “credit” from the search engines for two additional keywords. That means even more people will be able to find you!
2. Using complicated jargon
You may think that incorporating big, fancy words into your web content is a good way to look smart and, thus, impress your readers. However, all you’re really doing is making your readers feel stupid! After all, what if some of them don’t know what a particular word means? They’re going to get confused – and maybe even feel a little embarrassed – which gives them a great excuse to hit the “back” button and ignore everything else you have to say.
If you’re in a niche where you absolutely have to use technical jargon, make sure you clarify what it means. For example, I just wrote an article for a client on dental implants, and he wanted me to include the word “mandibular”. However, his target audience was dental patients – not the dentists themselves – meaning that his readers probably have no idea what that word means. So, I made sure to clarify, by writing “…mandibular – or, the fancy dental term for ‘lower jaw’…” That way, I could make sure that everyone was on the same page, that no one felt stupid, and that no one had a reason to stop reading when they got to that word.
3. Not writing conversationally
Web content is very different from the term papers you wrote in high school. Instead of using flowery language, good online content should be conversational. In fact, I always tell people to write as if they were sitting down and discussing the topic with a friend over lunch.
Why is that so important?
By writing the way you would speak, your readers get to feel like they’re having a one-on-one conversation with you – which means they’re more likely to relate to your message. Plus, this style of writing is a whole lot more interesting to read than something that looks like a term paper – which means your readers are more likely to stick with it all the way to the end.
Source: Business Community