Text optimization – why bother?
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.
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.
Surveys help obtain feedback about a product, a brand name or a homepage from different participants. This information can be used to evaluate and draw conclusions from the results. For example to test a new product before it is launched – to determine whether the name, the packaging or the flavor are accepted by the customer – and whether there is a demand. It can also be used to monitor how comfortable users feel with a homepage, or with the selection of goods in a shop. Designing a questionnaire for a survey is quick and straightforward however a few minor items must be taken into consideration.
To successfully operate an online shop you have to observe certain things. Among others, the shop and the content need to be updated at regulars intervals. This includes product descriptions as well as pictures of the products. However, many operators forget to categorize and tag their products.
Many operators still view and use e-commerce platforms only as distribution channels. The ability to tap the full potential of the website by integrating it into their own marketing mix generally remains unexploited especially in the area of product policies. Product policies include all decisions that are relevant to the features of the product. These include the offer and presentation of the product portfolio, design and packaging as well as the often forgotten product-related services.