The ghost became bright, coin-sized rounds
beneath which some rocks added pounds.
Some gold-colored spray
improved their display.
Just wait 'til those thieves come around!
(The Goopy Ghost at St. Patrick's Day)
Writers can exit the sandbox trap of comfortable conformity by analyzing Web traffic, keywords, social shares and ping-backs to improve the quality of Web content and increase traffic.
Step by Step? It is important to study the competition. Facts about formation, location, number of employees, business category, rankings, keywords, backlinks and other business guidance abounds online.
Fringe Art? Resisting change creates dinosaurs. Information is needed to create the next great thing, to provoke action and maintain attention. To leave stiff, old inertia, writers must identify and explore breaking opportunities.
Cold Calling? The sandbox is full of weathered material. Keywords, social shares, ping-backs and other online metrics help determine what is not working. They suggest content-rich alternatives for look-alike components.
Proactive? Sites must be easy to navigate and search. Internal links, search boxes and/or sidebars should guide users to the multi-part series of related information offered on other pages of the site.
Extension? Dynamic content draws technologically sophisticated consumers. Publishers are reinventing content presentation. Interactive, voice and audio materials are surging forth as next levels in literary production.
Top Flight? The sandbox trap is manual. It is difficult for writers to proofread their own work. Performance-enhancing machines find missing markup tags and check links and spelling far more quickly and efficiently.
Analyzing Web Traffic
Partnership? Technology rewards diligence and spurs awareness. Analytics give opportunities to learn what content and methods work where, for whom and why. Informed writers equip themselves to target specific audiences.
Jewelry Box? Analytic tools put power for Web writing and marketing in writers' hands. They offer speed, automation, adaptability and empower learning. A good place to start is with Google Analytics.
Blithe Spirits? Computers are programmed to give traffic counts, show on which pages traffic enters and exits, how long traffic lingers and whether visitors are new or returning. Session activity gives clues about engagement.
Scary Stuff? When the number of one-page, brief visits to a website is high, something is wrong. Alternative offers, intrusive advertisements, unexpected and unrelated content and overwhelming formats are common culprits.
Fine form? Writers should not get stuck without tools to detect browser compatibility problems or other obstacles to navigation. Book market saturation pushes writers to narrow their strategies for sales and marketing.
On the Edge? Exploring one aspect of technology each day can advance writing careers. Techniques to improve Web content are cemented with practice. Writers become better judges of their own work and platforms.
Improve Web Content
Blurred Lines? Writers must write for real audiences. Old SEO “magic tricks” no longer work with the advanced learning capabilities of machines. Search engines recognize garbled text stuffed with keywords.
User Experience? A high bounce rate means site entrance pages are immediately driving away visitors. Opportunities are lost for desired actions, sales or leads. Content is repelling the target user segments.
Maximum Impact? Multimedia, games, quizzes and advanced technologies compel users. Content creators need not multi-task. This writer turned to SEMrush SEO-friendly website tools for research, organization and branding.
Big Target? It is better to build a niche for a concept. As a target expands, it becomes proportionately more generalized. Everyone or everything, vying for space and attention, risks getting lost in crowded anonymity.
Break the Rules? Creators must project an interesting and entertaining experience. As technology changes, outdated and outmoded elements lose support. New crazes, like the mind-tingling ASMR, are coming into focus.
Big Picture? Everything from Advertising to Zoom is done digitally and online. Tech evolves daily, causing high fliers to crash overnight. Nobody can be certain about coming changes. Almost everyone will be affected by them.