 |  | Gerry McGovern: Killer Web Content: Make the Sale, Deliver the Service, Build the Brand"A small percentage of Web content really makes a difference. It makes the sale, delivers the service, and builds the brand. This is the killer Web content." (Gerry McGovern)
The book is about the difference between "filler" and "killer Web content". It is about creating useful Web sites that contain nothing but content your readers expect to find. In these days Web readers are hunter-gatherers once again, scanning texts on the basis of certain carewords. Web readers are task-driven and, therefore, impatient to find what they are looking for. Only if your readers find the rights words they will act and that is what the Web is all about: tasks and action.
Content Is Not King
"Words matter." Gerry McGovern’s concept of 'carewords' clearly explains that, in fact, not content is king but the reader. Carewords are a specific set of words that represent the task readers try to achieve when using the Internet. Basically, they are the instinctively chosen words used in any Web search.
The author explains how to identify the very carewords that match your site’s objective and help your readers achieve their tasks. After all, identifying these carewords is a question of the right perspective. When creating Web content it does not matter what you think is important or what you care about. Writing a Web text you have to know what your readers do care about. Neither are you writing for yourself or your organisation nor for any search engine. It is only the needs of your readers that matter. That is why you have to know your readers and you have to know their tasks.
Learn to Be Found
Primarily, search engine optimisation is not a technical matter. You need not understand how search engines work but you should know how and why people search. If you know what your readers want to find and what they want to achieve you will increase the chance of being found.
If your Web site does not appear among the first pages of any Web search you will not be found. Gerry McGovern gives useful hints about how to link your content as well as how to produce striking headings and summaries that attract readers and search engines.
The Book
The book is divided into three parts. The first part, "The Theory", deals with the basic principles of killer Web content. The second part, "The Practice" is a practical guide on how to produce killer Web content. With clear examples the author provides strategies on how to convert Web content into killer Web content. The third part gives useful hints on how to research your killer Web content, how to organise a Web site’s content and the benefit of collaboration on the Web.
The book is addressed to retailers, communicators, bloggers and everyone else who wants to ensure that their content will stand out in the Web and has the best chance of being read.
Although the book also deals with the functionality of search engines, metadata and HTML tags as well as with the benefits of blogs, RSS and email newsletters its focus is not on technology. In fact, technology takes the back seat to highlight the Web content as the most important asset.
Conclusion
The book is essential reading for anyone involved in creating Web content. It is a hands-on guide to help you achieve real, measurable communication and business goals. Altogether, the book offers nothing but killer content.
The Author
Gerry McGovern is an expert on managing web content as a business asset. He has spoken, written and consulted extensively on web content management issues since 1994. Pages: 224
Price: 33,50 EUR
ISBN: 071367704X Order this book... |
