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HOME > ARTIGOS > WEBWRITING & SEO: FOCO EM CONTEÚDO E PALAVRA-CHAVE

Em SEO

Webwriting & SEO: foco em conteúdo e palavra-chave

27/11/2007 - 18:28

Por Erick Beltrami Formaggio

Neste artigo vou falar um pouco sobre como redigir um texto para web, misturando SEO e Webwriting, mostrando como estão diretamente relacionados e como esta ligação deve ser estabelecida.

Palavras-chave

É impossível falar de SEO sem falar de palavras-chave. Quando o usuário vai digitar alguma palavra-chave em um mecanismo de busca geralmente já sabe o que quer, ou seja, mesmo antes de definir por quais palavras-chave você quer aparecer é preciso saber quais estão na cabeça do cliente, pois nem sempre será a que você imagina. Muitas pessoas são surpreendidas ao saber que aquela palavra-chave tão importante para o seu negócio é a que menos martela na cabeça do usuário.

Trabalhando há algum tempo para web percebi que alguns usuários, ao buscarem por "chocolate", por exemplo, podem utilizar critérios mais segmentados, como "chocolate ao leite" ou "chocolate meio-amargo". É interessante notar que mesmo os usuários mais experientes tendem a comportamentos primários quando se trata de uma busca, como escrever uma frase inteira ao invés de uma única palavra-chave.

É possível notar que mesmo quando sua empresa não é achada por determinada palavra-chave não significa que ela não é importante para o seu negocio, mas sim que, seu site não lhe dá a verdadeira relevância.

Escolhida a palavra-chave, é importante que esta apareça várias vezes no contexto da página. Esta palavra deve ser usada proporcionalmente tanto dentro do conteúdo textual quanto em links, textos alternativos de imagens, meta tags, vídeos etc.
É comum ver sites onde a principal palavra-chave do negócio aparece apenas uma ou duas vezes em todo o conteúdo, o que prejudica relativamente o seu desempenho mediante o seu posicionamento nos resultados de busca. Isso é prejudicial, não apenas pelo que se refere a SEO, mas também por fatores relacionados à usabilidade. Ao digitar determinada palavra-chave na página de pesquisa do mecanismo de busca, o usuário espera encontrar por ela na página de destino, já que essa é a maior referência pessoal na busca. Ao ler a palavra-chave esperada, pressupõe-se que o que ele procura está ali.

Webwriting

A arte de escrever para web. Essa é uma das melhores definições para webwriting, mas não se resume apenas a isso. Como afirma Bruno Rodrigues [2006] a preocupação é com a informação como um todo, seja ela ícone, foto, filme, som ou texto. Mas o que SEO tem a ver com isso? Tudo, pois entra no aspecto relacionado ao conteúdo textual, já que de alguma forma as palavras-chave tem de estar inseridas nos textos das páginas.

Na hora de otimizar um site, além de todas as recomendações ligadas às boas práticas de SEO, será preciso também seguir as de webwriting. Ou seja, redigir textos fáceis, de boa compreensão e que novamente agradem a usuários humanos e robôs.

Webwriting + SEO = Usuário satisfeito

Apesar de existirem variadas formas de escrita para a web, como textos comerciais, artigos, propagandas, textos jornalísticos, entre outros, aí vão algumas dicas básicas que servem para qualquer um deles:

Domínio da língua: erros de ortografia e de gramática fazem a credibilidade do site ir para o fundo do poço;

Ler na tela do computador é extremamente desgastante para os olhos, seja claro e evite palavras desnecessárias, o "papo alegre" [Steve Krug,2006] deve ser deixado de lado, pois este soa como um "blá blá blá" que trará desinteresse ao usuário. É como quando você conversa com o seu cachorro, ele fica te olhando e tentando entender, mas na verdade só entende as palavras-mágicas como: "comida, passear, etc...". As palavras-mágicas no nosso caso serão as palavras-chave, então essas devem estar em quantidade proporcional ao tamanho do texto;

Exponha a idéia em parágrafos e camadas [Bruno Rodrigues, 2004]. O conceito de expor as informações em camadas ajuda a leitura. Crie títulos e subtítulos com palavras originadas da palavra-chave principal ou variações dela. Por exemplo: se você estiver falando sobre animais e for falar de animais domésticos e silvestres evite subtítulos como "Nossos queridos animais", use, sempre que possível, subtítulos com palavras-chave como "Animais domésticos" pois isso evita o papo alegre, é bom para SEO, pois "animais domésticos" é uma palavra-chave segmentada, é bom para webwrinting, já que a informação está expressa em camadas e é bom para arquitetura da informação, já que será mais fácil achar a palavra-chave desejada.

Não existe uma receita pronta. Costumo dizer que é interessante sempre avaliar formatos e pedir opiniões para medir o resultado do trabalho. As ferramentas, os livros e as idéias estão aí, basta usar a criatividade.

Nenhum conceito é uma ilha que fica isolada do mundo, portanto procure fazer o que é bom para você e, principalmente, para o seu cliente, porque, no fundo, a maior razão do seu site existir é ele.

Abraço!

Clique na estrela correspondente ao seu voto: (11 votos)

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