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Is Re-centralization The New Seo And Effective Copy Must Have
By Andrew Davies, Fri Dec 23rd
i>What is the future of online copywriting and how will CMSadapt to overcome the challenges? We discuss content management,SEO and not overlooking the fundamentals of good writing for theweb. The Issue: The Content Management System (CMS) heralded a new age. Addinginformation to the web was no longer the realm of a solitarywebmaster and in theory, anyone inside an organisation couldupdate content, post press releases and evolve the company'sonline presence easily. It was a revolution.
Using a CMS not only makes it so much simpler to update contentand create new pages, it allows for the constant site-widetweaks needed to coast through search engine algorithm changes.And once you have a dynamic URL rewriter, nothing should standin the way of getting your unique compelling copy into thesearch engines and attracting all sorts of traffic. Content is"king" after all. There is one major issue however. By de-centralizing theeditorial process and giving multiple people the ability to addand change the website's copy, your content may actually suffer.Diluted keyword density (effecting search engines results), poorreadability
(incorrect grammar and sentence structure) anduncertain intent (not sales driven enough in tone) can lead todisastrous copy. Bad writing is jarring for the user anddetracts from your business acumen. Even with an Editor tooversee new content, there may be inconsistencies betweenwriters and the process of editing and optimising content can betime consuming, bringing your "instant" CMS process to astandstill. A Solution? Designers of bespoke content management systems for largeecommerce websites know the many benefits of CMS and are notprepared to go back to the "dark ages". The challenge for thedesigners, developers and day to day users of content managementsystems is to ratify the search engine and syntax issues, whilecontinuing to empower web writers. The answer to this challenge may come from re-centralizing thefinal steps of the edit process while still giving individualwriters the flexibility to add content themselves. Internetsavvy companies are looking at ways to standardize their copyand make the output search engine effective, by evolving theircontent management platforms. About the author:Andrew Davies is an e-marketing specialist at theLondon-based ChameleonNet, a web solutions company.
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