“说明用户的语言”一直是20多年的主要可用性指南。网络是语言环境的事实进一步提高了使用右侧词汇的重要性。

In addition, as我的新书文件,Web用户越来越多地越来越多search dominant。搜索is how people discover new websites and find individual pages within websites and intranets. Unless you're listed on the first search engine results page (SERP), you might as well not exist. So, the first duty of写作网络is to write to be found.

There are many elements to search engine optimization, but SEO guideline #1 is our old friend, "speak the user's language." Or, more precisely, when you write,use keywords that match users' search queries.

温斯顿丘吉尔说“短暂的单词是最好的,旧的单词是最重要的。”Churchill was talking about how to write punchy prose, not about SEO. To be found,precise words通常比短词更好,这可能太广泛地准确地描述了用户的问题。例如,人们更有可能搜索“可用性”而不是“简单” - 至少那些在市场上的研究报告和研讨会的人。

But Churchill was right that old words are best.

Old words rule because people know them intimately.熟悉的单词春天想到了毫无疑问。Thus, users are likely to employ old words when they boil down their problem to a search query, which is typically only 2-3 words long.

如何毁掉搜索排名

Many forces pressure Web writers to diminish a website's value by filling it with words that are unlikely to appear in search queries. Here are some guidelines for writing to ensure that users will find your site:

  • 用已知单词补充组成的单词。它很诱人的是新的术语,因为如果术语捕获,你可以拥有定位。但更有可能,人们将继续使用他们的旧术语。它长期以来,避免导航菜单中的制作单词是一种可用性指南,因为用户扫描它们以获取他们知道的单词。在全文内容中,您可以包含新单词以实现效果,但请务必使用遗留词来补充它们 - 即您的客户在日常业务实践中使用的单词。
  • 播放市场和内部词汇。Call a spade a spade, not a digging implement. Certainly not an excavation solution. Many marketers like to embellish products to make them seem grander than traditional fare. But customers define their needs in known terms, so be sure to use them, even if you don't think they're exciting. The very fact that a word is unexciting indicates that it's frequently used. People search for terms like "cheap airline tickets," not "value-priced travel experience." Often, a boring keyword is a known keyword.
  • Supplement brand names with generic terms.If people know and already like your brand enough to search for it, wonderful: you're halfway home. This is particularly true if you're aB2B site,主要目标是简单地在销售漏斗的初始发现和研究阶段生存并使其到候选名单。当然,您应该在描述您的产品时包括您的品牌名称,以便粉丝可以找到您。但不要放弃其他95%的前景,他们正在寻找问题,并不知道解决方案的名称。在漏斗的早期阶段,人们倾向于使用非品牌的搜索条件,因为他们还没有决定哪些公司投入候选名单。这正是您有可能影响它们的时间。
  • 避免“政治上正确的”术语。写作时无障碍例如,谈论盲人用户或低愿景用户,而不是视觉挑战的用户。首先,没有人搜索“视觉挑战”这样的构造短语。其次,“盲目”和“低视力”更准确:他们指的是两个单独的人群。每组使用不同的辅助技术,并拥有您的网站的不同体验。因此,它们具有明显的可用性需求。

如果您用奇特的新单词填写页面,您将在互联网营销中失去最强大的工具:用户可以找到搜索的能力。让搜索列表是一个至关重要的第一步,但这不是唯一的步骤:用户还必须点击您的条目,您的网站必须具有良好状态兑换率

We know from眼镜研究当头条新闻没有意义时,用户通常经常扫描过去的高级列表。我们从用户放弃网站的数百名可用性研究中知道product pagesthat are confusing or fail to answer their questions. These two problems definitely also deserve the attention of your writers and your usability studies.

网站成功比发现更多,但这是第一步。使用旧词,你将在比赛中和他们无用的新词之前。