The internet is growing fast as the amount of pages available on the internet massively increase as users populate the network, creating an "ocean of words".
Businesses that are available on the internet are into a tight competition where everyone is competing for the biggest market share. One of the ways to capture the eyes of their audience is with a good written information that can contribute into the vast amount of information available in the internet.
SEO has a crucial role in the success of an internet venture, but SEO by itself is not the only factor in that success can be achieved by a business with an online presence. Writing for publication and writing for conversion can make a business stands out from the rest of the competition, and successfully convert the incoming visitors to customers.
For SEO
SEO (Search Engine Optimization) writing, as a distinct style, was born in the internet era and has matured in a relatively short amount of time. Although it is still evolving, and will continuously do so, businesses can define some of the tried and tested steps of content optimization to help unique pages place at or near the top of search engine rankings.
The internet is full of information that updates quickly by the increase of contributing users. The basic approach to writing for such a dynamic, ever-changing environment is to get to the point and serve the information fast and appropriate to the viewers.
Search engines value new information. Writing for SEO is what keeps users write new and original information.
For Publication
There are many reasons to write for publication. Some of the reasons are: the reader can be served well, and have an increased exposure.
The positive side of writing for publication is the creation and positioning of a site as the informational resource for its industry.
Publication is seeking to change what their visitors think or how they perceive something. Information served should be a journey, a process of discovery that proceeds deliberately and convincingly.
There is a lot to crafting a persuasive piece of writing for publication, especially for businesses and other commercial entities. It requires both creativity and skill. Every word must earn its place, do its job and contribute to the overall effect and meaning.
For Conversion
When considering how to increase sales from a website's traffic, it is generally a thought on terms of conversion optimization. To increase conversions, a business should have a clear understanding of what its site visitors are actually doing. The information about how visitors are doing on a site can be retrieved from the site's statistics.
There are many factors that can affect conversion. There are variables that a business can measure more easily: numbers of visitors that came to their business website, where they come from, where they go, how many pages they view, how long they view each page, etc.. But then there are the ones that can remain difficul to quantify: the architecture and design of the site and pages, the value of its graphics, and the how convincing the information is to people.
Seeing a business website from visitor's perspective will tell what the stats are reflecting. Through the eyes of a visitor, a business site can assess what and how it is doing, giving a clearer picture of how to increase conversions.
Conclusion
The main goal for writing web content is to be informative, entertaining, task-oriented, clear and useful to the demographic.
Statistics are one essential tool, among many, to understanding how your site functions and how to make the most of that knowledge. Stats are the key to maximizing your ROI from your business site, and thus need to be reviewed on a continuing basis.
Writing is a process, not a product, and is a tool for you as regards your business endeavors.