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Website development: features and functionality matter but content is king

AS our name suggests, we believe in the power of words. Words can enhance or damage, communicate or confuse. Being able to use the right words in any given situation imparts credibility.

Words are key in the communications revolution that is currently unfolding – primarily in websites but also in social media. The internet is the public domain, websites and social media platforms are forms of publishing. If companies and other organisations are to maximise their presence in the digital domain, they need to harness the power of words.

This principle is more important than ever, as we start to witness Google’s new search engine optimisation model which will no longer rely as heavily on keyword chicanery and meta data manipulation. Instead, the emphasis is going to be on content – and fresh, organic content at that.

Organisations who are in the habit of putting a pile of keywords at the bottom of web pages and in their meta keywords tags in order to keep them at the top of the Google rankings are in for a nasty surprise.

Google wants relevance, quality and a good user experience. Make your content relevant and do the best you can to make it useful for a user. Keywords should be naturally placed in your content, not forced.

This, of course, should suit organisations who value their reputation and realise that damage can be inflicted on their image if the information they disseminate online is flawed.

WordMediaCo provide the highest quality content for new and existing websites, for blogs, for social media activities and for public relations campaigns. All our material is prepared by professionals with an innate understanding of the media and experience of mass communication.

We ensure that corporate organisations present themselves professionally, appropriately and in a way that enhances their image and reputation by giving them credibility through words that are correct, relevant, compelling, engaging and consistent in tone and style. Credibility is the business.

For example, do you know when to imply or to infer? What’s the difference between licence and license, or practice and practise? How about subordinate clauses or breathless adverbial beginnings to sentences? Prepositions? Errant apostrophes? Possessives – singular and plural? How do you feel about the word enormity? Most people think its definition is related to size or scale – it isn’t. Did you notice the use of the word “its”, as opposed to “it’s”  in the previous sentence? Third person objectivity? The royal “we”?

All of the above can make or break reputations when you publish material, either on paper or electronically. The name of the game is attention to detail, a feel for language and communications experience. If you’ve got it, flaunt it. If not, be extremely careful. And remember the time-honoured journalistic maxim: if in doubt, leave out.

If you’re in charge of your organisation’s online presence, you will know all of this, of course – and a whole lot more. Semantics will be among the things that keep you awake at night. If not, are you the right choice for one of the most important jobs of the modern era?

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Don’t wing it: if you are not comfortable with words, you could be heading straight into some turbulence

©WordMediaCo Ltd. If you wish to reproduce or translate this article, you may do so, provided you add the following credit: This article was written by David Boyes. He is a media consultant and trainer who empowers businesses to use social media more strategically. For more information visit: http://www.wordmedia.co