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Tie one on for search engines-- and cust... > Optimize content types and tone - Pg. 113

96 CONTENT STRATEGY AT WORK a brand that's efficient, confident, and well mannered. In many respects, it is the web equivalent of a polished, middle-age salesman in a men's haberdashery who balances impeccable taste with polite, attentive customer service. The simple but content-rich homepage of, offering ties by color, as well as related accessories and usage information. OPTIMIZE CONTENT TYPES AND TONE The copy and content types together project this message, using a tone that's gracious and thoughtful--all while allowing for high keyword density. This is a case when the look and feel of the site is far from sophisticated, but the content itself leads the way. The homepage begins, "Thank you for visiting