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I had a three-week break for the holidays. A good chunk of time, but still too short for me. But now it’s time to get back in the Aeron saddle and start thinking about what needs to be accomplished this year as far as developing a content strategy for a new site.
Note to strategists:
Be Natural – Natural language and natural search is the bedrock. I don’t want anyone to have to take a machete to a tangled jungle of keywords and Google algorithms to find what they need. If your business partner, mother and surly teenaged niece cannot grasp the story you are trying to tell immediately – you’re doing something wrong. Try explaining the main point to a neighbor and notice the simplicity of that description and the obvious keywords needed.
Be Focused – Chances are your web page and/or site will not be so beautiful or artful or earth-shattering that a visitor will want to spend their entire day on it. That’s okay. To make the most of the time you have with them – make sure your page has a point of view and expresses what you need to get across in a straightforward, obvious and uncluttered manner. Always ask yourself: What’s the point of this page? If you can’t spot the answer on a quick scan of the page, you should start trimming.
Be Useful – What would help and/or educate your visitor? What would prove your point? What is the next logical step? Include that. Put up a link to a review, a blog or a collateral piece of material. Put up a thumbnail going to a larger image. Give them what they need to make a decision, start a discussion, or make a purchase.
Be Scalable – This goes hand-in-hand with useful. Just as there is a difference between a helping hand and an imposition or a friendly reminder and a nag, usefulness needs to come in easily digestible bites. Related materials are not part of the main content. Utilize tools such as links, touts, sidebars, etc., to create site depth. Site depth will satisfy those that really want to get their hands dirty, but allow for a well-trimmed path for the casual visitor.
