In contrast to offline texts, Web texts address two target groups. One group includes readers who are provided with information and addressed by texts that, for example, describe products in an online shop. The content of these Web texts does not often differ from offline texts, however, users read differently on the Internet: they gather information more quickly and accurately due to the large amount of data on the Internet. The reader glances at the text and scans the information that is important to him. The text is not worth reading unless the desired information is readily available; otherwise the reader clicks to the next text.
The second target group consists of the various search engines that bring the user to the web page in the first place. A text therefore needs to be search engine optimized to achieve top ranking in the search results.
Other countries, other customs…other approach
More than half of the online dealers currently sell their products in foreign countries and many more plan to do so in the future. It makes sense to take full advantage of the geographical boundlessness of the “Internet” and increase marketing opportunities.
In addition to providing attractive offers, dealers who want to present their products all over the world and accommodate international demand must win their customers’ trust.
A reliable website, transparent prices and secure payment systems are just a few important international features.
However, an essential component to gaining the customers’ trust is to find the “right” address and tone.
After the mobile update at the end of April, Google carried out its Phantom Update in May 2015. Many domains worldwide noticed that changes had been made to the algorithms; they suffered losses, and Google did not divulge any details. They only disclosed that the update was not connected to the mobile update. Small and medium sized pages were affected – usually editorial pages or advice pages. They had to tolerate a safety loss between 20 and 40 percent whereas brand pages as well as consulting or category references achieved an increase of up to 30 percent. The reason why some domains gained and others lost is open to speculation: insiders suspect that Google rewards pages that offer real added value and unique content.
In maths, an algorithm is – in simple words – a solution scheme. Search engines including Google & Co. also use algorithms. Users enter a question and obtain a result a few seconds later. To display useful and appropriate results, the search engine must work out a “solution” (result) for the “problem” (question); this is where algorithms come into use. How they establish the order and relevance of the results depends on the rating criteria set by the respective search engine operator.
Search engines such as Google, increasingly go for target group specific content. Google users should receive a result that is individually tailored to their search inquiry. Google is increasingly relying on the direct delivery of matching keywords and information that are directly displayed to the Google user in the search result.
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