Each page of your site provides you as an author with a number of places to enter content. Each of these locations is important for everything from usability to search engine rankings. Take the time to fill them out with appropriate, effective copy, and your site will stand out as a more valuable resource for your users.
This is the title of the page as it appears at the top of the page content, and in the title bar of the web browser. It needs to convey what the page is about without being too verbose. Remember, the title is what appears in a search result listing when using Google or another search engine.
This is the address of your page. If someone bookmarks your page, or emails the link to someone else, the text you put in this field will be the final part of the address. Overall, your address should make sense when read without context, and should mimic the breadcrumb trail on your site. Use keywords, but be as brief as possible. Search engines also pay attention to the words in your page address.
This allows you to have different text appear in the navigation than the title of the page. For example, your page title might be "About Our Company," but you may only want it to appear as "About" in your navigation. This text should be brief and unique enough to convey the content of the page when taken in the context of the overall site and the page linking it.
Use this space to enter a 255 character description of your page. Use your keywords, describe the page, but be brief.
This content is used as the meta content for the page, and some search engines, such as Google, use it as the abstract of the page in search results.
Use this space to add keywords specific to the page. While not ranked very heavily by search engines when considering the overall relevancy of a page, it's still a good idea to insert those keywords. These keywords are also used for the internal site search.
The keywords you enter here are never visible to the user or a search engine. They are only used by the internal site search. This is a great place to include common misspellings, spell out proper names, or reference external resources without planting them in your page copy.
Research has shown that the writing on a web site has a significant impact on the usability (and therefore effectiveness) of a site - up to 125% improvement. The following are outline guidelines, which will significantly improve the impact of our copy.