Don't Forget A Strategy for Microcontent—Headlines, Decks, Buttons and Links—When You Redesign Your Site

Little things mean a lot. Especially online. Microcontent—or the headlines, decks, subheads and other 'small' pieces of web copy—actually do most of the communicating on your web site. Handled poorly, microcontent can confuse and frustrate web visitors. Here's how to write microcontent to communicate to—instead of discombobulate—your readers.

Wylie, Ann. Communication World Bulletin (2004). Articles>Web Design>Writing>Metadata

Use Product and Service Names as Keywords on Your Web Pages

I am quite surprised by what I have learned about the effectiveness of product names as organic search keywords.

Usborne, Nick. Excess Voice (2006). Articles>Web Design>Writing>Metadata

Metadata is Essential Web Writing Skill: Part 1

Metadata is one of the most misunderstood aspects of content management and website design. Editors and writers tend to look at it as a technical issue. Technical people look for a software solution. Both are wrong. Metadata is a fundamental skill that web writers and editors must acquire.

McGovern, Gerry. New Thinking (2003). Articles>Web Design>Writing>Metadata

Metadata is Essential Web Writing Skill: Part 2

Creating great metadata for your content begins with understanding who your reader is. What is the metadata they look for when they read a page of your content? What are the type of words they use when they search for your content? When scanning your classification, what are the "trigger words" that will make them want to go deeper into your website?

McGovern, Gerry. New Thinking (2003). Articles>Web Design>Writing>Metadata