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Word power - From Shakespeare to direct mail
Words and language communicate ideas. Great communication involves informing, entertaining, inspiring and involving the audience. Used to their best advantage, a handful of carefully chosen words can make you cry with of joy. Or despair. Churchill’s wartime speeches had a huge positive impact on the UK’s battered and exhausted population. Countless millions of people across almost four centuries have flocked to immerse themselves in Shakespeare’s plays. At the other end of the scale a cleverly written, well formatted blog post or article can bring customers flooding in, falling over themselves to buy. A good direct mail campaign can net a fortune. And an expertly crafted press release can deliver thousands of pounds’ worth of free media coverage, both online and off.
Words online - Valuable contextual links
On the internet, words have extra dimension. Why? Because all search engines use word-focused algorithms to evaluate, classify and rate website content. Which in turn affects how visible a site is to potential visitors. Links are particularly important and link text is key. Which makes sense. If your site sells widgets, your content is all about widgets and your inbound link text contains the word ‘widgets’ Google and co will take notice and act accordingly. Over time, a growing number of contextual links from quality websites will push your website towards the top.
Words and SEO - The future?
Will search engines always use words to evaluate websites’ heirarchical positioning? Yes. If you think about it, there’s no other way for computers to find out what a site is about than to analyse the words it contains. Because an image is only as good as it’s file name, pictures don’t provide a viable alternative. The informed use of words is likely to remain crucial to website visibility.
Top quality content - Enjoy a commercial double whammy
Some writers think that keyword-stuffed, meaningless copy is acceptable. As long as website content keeps search engines happy, thats good enough. Which is why the internet is jammed with poorly written, intellectually weak content.
True, badly written content catches search engines’ attention via keywords. But it alienates readers. While visitor numbers can go up, conversion rates won’t. Thousands of extra visitors aren’t worth a penny if they don’t buy stuff while they’re there. And they can be downright dangerous if they leave a site feeling disappointed or let down, if they decide to spread the word.
We believe that the internet and its users deserve rock solid, top quality content. So we write to please readers and search engines. Our knowledge of SEO means we use keywords and phrases wisely and elegantly. People appreciate worthwhile, useful and relevant content. They’ll be happy browsing and buying. And they’ll be much more likely to come back for more than if they’d landed on a site chock full of absolute rubbish.
When you can have everything, why settle for less than the best?
The Wordcat view - Direct Marketing is king
Effective communication is all about the creative application of logic. We have extensive direct marketing experience spanning two decades. We have a deep knowledge of optimising content for SEO with intellectual and creative integrity. Our content is rich, relevant, thought provoking, well written, unique and - above all - created with direct marketing principles firmly in focus.
Take advantage of our expertise
Contact the Wordcat copywriting team for a friendly discussion or a fast, accurate quote.