September 6, 2017 at 12:54AM
When you’re writing web content, keep these things in mind:
2. Keyword stuffing is never okay. Although SEO should always be a focal point, if you stuff keywords into your copy you’ll negatively impact the readability of your content, its conversion rate and how well it ranks in the SERPs. If you stuff keywords into your copy, readers will bounce off the page and search engines will slap you down. Also worth noting: just because people are searching for grammatically incorrect keywords doesn’t mean you should incorporate them verbatim into your copy.
3. Email vs. e-mail and Internet vs. internet. The AP Stylebook changed it to email a couple years ago, but only because so many people were using email instead of e-mail…sort of like a “popularity rules” thing for the inaccurate. The New York Times isn’t bowing to the pressure, however, and as of this post is still going with e-mail. More recently, Internet became internet (although both are technically acceptable).
4. Always hyperlink to your sources. When you reference another website’s content, make sure you hyperlink back to that site. It’s good internet etiquette, and you’d want the same courtesy. Always cite your sources, even if you’re afraid it’ll send your web traffic to another site — and you can always choose the “open link in another window” option if you’re that concerned about keeping your traffic. Besides being the right thing to do, it can also help you get backlinks. Frequently, the sites you link to will see your effort and thank you for it with a reciprocal link or quote — like Hootsuite did for TCF.
5. Make the reader happy. Crafting content that goes viral is every writer’s dream, and tapping into a reader’s emotions is the way to do it. Did you know that social media users are more likely to share content that makes them happy? Abigail Posner explains why:
“When we see or create an image that enlivens us, we send it to others to give them a bit of energy and effervescence. Every gift holds the spirit of the gifter. Also, every image reminds us and others that we’re alive, happy and full of energy (even if we may not always feel that way). And when we ‘like’ or comment on a picture or video sent to us, we’re sending a gift of sorts back to the sender. We’re affirming them. But, most profoundly, this ‘gift’ of sharing contributes to an energy exchange that amplifies our own pleasure – and is something we’re hardwired to do.”
So the next time you’re crafting a piece of ad copy or web writing ask yourself, “What’s good about this story? How can I give this a positive message or angle?” Find it, and you could find your key to viral content.