Geoff Scaplehorn

Getting your site noticed online can feel like putting a needle into a stack that consists of hay, straw, pins, paperclips and other needles – many of which look identical to yours – and then hoping that someone will inadvertently find it. In fact, if you don’t know what you’re doing, your users will need the online equivalent of Superman’s X-ray vision to find your content.

Don’t give up, though. Pay-Per-Click (PPC) advertising – something I will cover in a future article – will get you into the sponsored section of the Google results page, but even a basic understanding of the principles of Search Engine Optimisation (SEO) will go a long way towards placing your site at the top of the ‘organic’ search results.

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There’s a lot of bad writing on the web. This always surprises me, because the reality is that writing online is not particularly difficult once you know what you’re doing. The problem is that, if you don’t know what you’re doing, bad writing can destroy any chance your site has of attracting repeat visitors.

In simple terms, there are two types of web writing: page content and articles. Both have their merits and their limitations, but many of the rules for one apply to the other. Keep reading for my advice on how to make your online writing sparkle.

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