A couple of weeks ago, we started to unravel the complicated game of words that permeates King Content’s throne room and the mysterious nation of Google. Given you’ve had a short spell between posts to consider the key questions posed to you at Content Court, we will move beyond the basic conversion perks to the nitty gritty foundations of carving out a high-impact, though SEO sustainable website. Content strategy begins with you.

Two-Tonne Tone: How Ripped is Your Website?  

Cast your mind back to English class, sitting in the back row (or front) fighting a rolling fog of boredom, as a passionless teacher monochromes their way through the same tired material. Without drawing on comparative texts or long-winded English lessons, tone is essential to developing compelling website content, particularly if you seek to sell or convert a service, or retain a regular visitor flow by providing relevant information or articles.

What is Tone? Traditionally, tone is a creative ingredient used to depict a specific attitude or over-reaching point of view. It combines the English fundamentals of diction and syntax, promoting a certain mood to the writing. Essentially, the tone of a webpage or blog is its voice. Having trouble lending an accent to pixelated characters? Imagine if your article or web page jumped out  and audibly repeated everything on the screen.

Take for example two valid, though tonally opposite 301 Redirect Definitions:

A 301 redirect is a permanent redirect which passes between 90-99% of link juice (ranking power) to the redirected page. 301 refers to the HTTP status code for this type of redirect. In most instances, the 301 redirect is the best method for implementing redirects on a website.

-SEO MOZ “Redirection”

Brisk, brief, to the point without a significant amount of conversation. While short and punchy is the preferred online philosophy, a conversational tone will benefit a regular blog or event news on a company site. You won’t hold anyone’s attention with tech speak for longer than a paragraph.

The 301 HTTP status code has always been the standard for managing the complete and permanent redirection of a page. By implementing this command you will be eventually pass the majority of the original page’s link authority, relevance and ranking power to the page you are redirecting to. Google’s Distinguished Engineer Matt Cutts has said, you’ll lose “just a tiny little bit, not very much at all” which “doesn’t change over time”.

The 301 tells both users and search engines that your original page is no longer relevant and that the most relevant and up to date information can be found on your new page.

Search Engine Watch “How and When to Use Redirects VS. Canonical

Punch, spiced up with external sources and a conversational form, without surrendering a relevant vocabulary. Wait. What? Vocabulary? Who thinks about vocabulary when writing a webpage? You do.


Which Words? What Words?!

Writers whisper about brevity, citing obnoxious examples and employing Orwell’s Rules of Writing sparingly – when it suits, of course. Sadly, they’re quite correct. Being brief in a sales pitch or article blurb arms the reader with the bread and butter of your message. The Who, What, When, Why, Where and How.

Brevity demands a firm grip on your philosophy and service, as you need to express and engage your audience in a brief snippet of time before they click away. Short of vocabulary lessons, draft the core of your idea and then roll it out gradually, using a Thesaurus or the constructive critique of friends**.

We deliver our pizzas on time.
<Core Message: Punctuality>

Your satisfaction is important to us; we deliver our pizzas on time.
<Core Message: Punctuality>
<Philosophy: Customer Satisfaction>

At Capri, we are inspire our drivers to add an extra dollop of customer service to each and every delivery.

<Core Message: Punctuality>
<Philosophy: Customer Satisfaction>
<Textured Vocabulary: Extra dollop, inspire opposed to expect>
<Secondary Message: Consistency>

Finding the rights words in a language of complicated idiosyncrasies and complex rules is difficult even for the most practiced wordsmiths – in fact, if a writer claims to be on their A-game continually without a fluctuation or fit of frustration, they’re lying. Swap out words, play with expression, have a little fun with your website before launching into the serious business of conversions. Research what keywords will work best for your vertical and find a way to integrate them into your pages.

**Warning: Both methods have their drawbacks. Don’t swallow the thesaurus or let too many cooks in your kitchen – despite their welcomed opinions, it is still your website. Apply what is useful and discard the rest.

What comes next in the Game of Words? Will What find Where? Does Why slay When? Can How overcome Why? Tune in next time and learn how the age old Five W’s and a H can benefit your About Us Page!

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