How the Web has Changed the English Language

The Internet has not only changed the way we learn, do business and live our lives…it has also changed the way we speak. The Internet has forever altered the English language now that people can say things like:

“I myspaced you about the concert last night.”

“I am going to blog about my trip south.”

“I can IM you my cell phone number before the meeting”

“If you need to sign up for the class just visit my web site address and get the registration form.”

Not only has the way we talk been affected but the way we write has also evolved. Writing for the web is a specific skill that needs to be developed and crafted, the same way academic writing, grant writing or technical writing are learned and practiced skills.

Writing for the Web: A Powerful Tool

It is amazing to consider that in just the last 10 years the power of the World Wide Web has brought great transformation to every industry. Most affected by the Internet have been the marketing, communications, sales, advertising and PR professions. We have been given this exceptional tool to help us

–reach our target markets

–communicate clearly and conveniently with our best customers

–provide simple and effective customer service practices

–make buying and selling easier than ever.

The key is: do we know how to use it? A tool is only valuable if we know the best, most efficient way to use it. A web site and the Internet are valuable to your business and worth the investment if you know how to employ them correctly. Writing for the web is becoming an increasingly important skill to have in almost any industry. Whether you are a small business owner, marketing professional, freelance writer, PR staff member or e-commerce store learning to write for the web will help you increase your bottom line online!

The Technology of Words

Search engines are an important part of website success. In order to achieve the results you want with an online presence, catering to the search engines and their demands is essential. Search engines are based on technology that even I don’t understand, but what we all know is that the technology search engines use is rooted in the power of words. I call this the technology of words. Here are the facts:

1. The Internet is full of text and content and the search engines judge this content as credible, visible and valuable or not.

2. This judgment affects your ranking and ranking affects the amount of attention you can get online.

3. Understanding how to write for the web, correctly use keyword terms and research the keywords and phrases popular with your target markets can make the difference between success and failure online.

In order to execute a feasible web site promotion and marketing plan or to achieve higher rankings with Google, Yahoo and MSN you must know how to write for the web and choose the keyword terms that will generate a qualified and large enough response. Once you begin with keyword writing as a cornerstone you will be able to add the rest of the necessary building blocks to solidify a strong web site marketing foundation. A strong foundation will lead to long term success.

For more information about keyword writing feel free to peruse our blog or consider attending our organic search marketing class in Raleigh on May 17th. Click here to find out more! I hoe to see you there!

Sarah Benoit

(Asheville, North Carolina, March 21, 2008) The partners of Sidhe Communications LLC will present the first in a series of organic search marketing classes beginning on May 17th, 2008 at the Raleigh School of Communication Arts Digital Circus from 8:30 a.m. – 12:30 p.m. Seating is limited to 20-25 participants, so reservations must be made in advance. Cost is $200. Visit http://www.sidhecommunications.com and click the link to download a registration form. Payment can be made by check or Paypal. A command of standard written English and good writing skills are required.
The world of organic search marketing is not yet clearly defined by the tech community. The partners of Sidhc Communications are professional writers, with backgrounds in public relations, marketing, and teaching which makes them unique. Sidhe Communications is dedicated to bringing fresh ideas and new perspectives to the organic search marketing profession. “This hands-on class will benefit the website owner, the dot com developer, individual bloggers, content writers, and Internet entrepreneurs who want to learn the basic principles of effective organic search marketing,” said co-owner Elizabeth Kirwin.
Sidhe Communications is a pioneer in the development of organic search marketing campaigns. They began researching, developing and testing their methods in 2003. Today, their client websites are reliant upon keyword written materials for their success on organic search.
Co-founder Elizabeth Kirwin is a part-time Literature and Language professor at University of North Carolina Asheville, and has taught college writing for 10 years. Co-founder Sarah Benoit is a professional writer and search engine marketing specialist. Ms. Benoit teaches small business classes on Internet research, website marketing, and keyword writing.
Elizabeth Kirwin will provide an overview of best practices for writing for the web, and discuss the basics of keyword writing strategies that optimize content for organic search. Sarah Benoit will review the importance of keywords studies, offer an overview of keyword research, and step participants through a keyword research exercise. The course is designed to be interactive. Participants will be asked to bring a list of 10-15 keywords with them, and a website writing task to be completed.
Sidhe Communications unique website promotion methods help small to medium sized companies compete by attaining high search rank using the long tail of keywords. To register download the application form visit Sidhe Communications home page.

In 2007 interactive web design features are becoming easier and easier to create on your own. Digital cameras take photos as well as record videos and the prices of these types of toys are increasingly affordable. If your goal is to educate your web site visitors, share valuable information and exchange creative ideas audio and video podcasts can be a great way to provide an incredible marketing take away for your customers, as well as to brand your company image in a way that is more personal.

Advancing Software Technology = Freedom for All of Us

Microsoft and Apple both offer excellent recording and editing programs for creating audio and video DIY style. As a MAC user I became infatuated with Garage Band and the iLife suite of programs. All it took was the purchase of a quality microphone and a camera and I was on my way to recording audio and video. The files are simple to edit and can be converted to be shared on iTunes and other places online. PC users have the opportunity to do the same thing with Windows Media programs like Windows Movie Maker.

Having Fun When You Are Marketing

One of the most important benefits of using audio and video to enhance your online marketing efforts is that it’s fun and creative. Right now there are really no rules to what you create or how so the world is your oyster.

Here are 3 tips for brainstorming audio and video ideas…

1. Think carefully about the image you want to build and brand for your company or business.
2. Explore what your site visitors really want.
If you have regular customer communications like an e-newsletter send out a call for input from your site visitors. Ask them what they think can make the site better. What kind of information would they want available as audio or video? If you can’t ask them directly then ask your friends and business associates. Do what you can to get into the site visitors shoes.
3. Remember there are different personality types and each visitor has individual tastes and interests. Identify your niche markets and consider creating podcasts and videos that speak directly to these niche communities and groups.

Podcasts can be a great addition to your web site when they are created with the site visitor in mind. You can enhance your virtual reputation and begin to build an online audience that will keep coming back over and over again.

Until next time….Sarah

Frustrated with your pay-per-click campaign?  Many website owners are feeling stagnated by pay-per-click on small budgets. They are wondering how to attract the eyes search engines and build more organic search traffic to their website. Website owners are wondering how to put some zest into their websites to attract the most organic search website traffic possible.

Following are some basics that will get you on track with an organic search campaign.

1.  The Long Tail of Keywords
Attracting organic search takes time and committed resources. If done correctly, a well planned and executed organic search campaign will attract all search engines since they operate on the same principles. The content, or ‘front end’ of website must be keyword optimized in order to attract more organic search traffic. First, a detailed keyword analysis and discovery for organic search must be executed (see items 3 & 4) to identify the long tail of keywords that will produce the most relevant traffic.

2. A Website Rebuild is not necessary to Attract Organic Search
It’s not necessary to do a complete rebuild of a website that is working well. But after keyword analysis for organic search is complete, renaming, or adding menu items is a great boon to an organic search campaign. So, at least consider implementing some changes in menu item names, headlines, subheads, and body text of a website.

3. Keyword Analysis
Analyze the keywords of your competitor’s websites. Use software such as Wordtracker, or a website like Nichebot.com to do further research on specific keywords that generate large amounts of traffic. Identify popular keyword trends.  With this information, construct a set of keywords taking into consideration a careful analysis of primary and secondary markets.  Determine a long list (30-50 or more) of keywords that will attract the website audience you desire most.

4.  Keyword Discovery
Gain a thorough overview of the keywords of your target market.  Understand that industry specific terms and jargon are not usually highly searched terms.  Through the use of software identify popular keywords and keyphrases that will build regular traffic. Through careful, broad ranging keyword and keyphrase analysis, identify top ten opportunity keywords.  Understand that competitors are already embedding primary market keyphrases into their websites.  Give it time. With keyword research gathered, develop and execute a keyword writing strategy that will build enough keyword density into a website over time to surpass competitors’ keyword density.

5.  Information Architecture
Revise the information architecture of a website to reflect keyword research. Incorporate keywords into website menu items. Consider adding whole new pages to your website based on keyword research.   Incorporate keywords into all website promotion campaign materials including article Marketing, press releases, blogs and website page content.  Make content development a priority once information architecture of a website is altered to attract more organic search traffic.

6. Keyword Optimize Website Page(s) Content
The key to maximizing the effects of organic search is to keyword optimize all front end website writing, and do it tastefully, without annoying the reader or red flagging search engines. A professionally trained keyword writer is your best option, if you cannot Do It Yourself (DIY).  If the website copy is designed for marketing and sales of a product or service, a keyword writer with a background in marketing writing is desirable.

7.  Press Release Writing
Write regional, national, and international press releases on a quarterly basis to keep website content fresh in the eyes of organic search.  Incorporate keywords into press releases and choose a press release distribution service carefully.  Maximize press release distribution by distributing to web, print, radio and televisions sources.

8.  Keyword Blogging
Build or skein a Wordpress blog onto your website using a qualified website programmer.  Create and deploy four keyword rich blogs per month onto the website to further enhance the organic search campaign.

It’s not Hard to Put some Perk in Organic Search – Give it Time
Organic search traffic increases when an organization commits time and/or money to a consistent campaign. Build keyword copy and keyword writing campaigns in over the long term with dedicated monthly budgets or assigned staff time for this important task.

Some websites, especially e-commerce sites, are immense, with thousands of pages. Keyword optimize pages that are already popular to enhance popularity, first.  Make certain to combine different methods of keyword optimization for the front end (article writing, press release writing, blogging, website content development) for maximum effects in organic search.

Elizabeth Kirwin

General Partner and Co-Founder

Sidhe Communications

Is your web site generating great profits for your company?

It should be! The Internet can deliver more business for less expense than any other type of marketing vehicle. In 2007, the world of Internet marketing has become highly competitive.  You must drive highly-targeted, qualified traffic to your site and then convert that traffic to closed business. In this seminar you will learn how to design and market your web site to attract your most probable customers, clients or patients.  You will also learn tips for closing the sale with your online customers. Specific topics include:
* How to rank high on the search engines such as Google and Yahoo!
* Using pay-per-click advertising
* Generating affiliate income
* Cross promoting your business
* Building customer loyalty through email newsletters and blogs

The Seminar Teacher
Sarah Benoit is co-owner of Sidhe Communications, a marketing firm based in Asheville, North Carolina. Sidhe Communications specializes in Internet marketing, web site promotion, search engine optimization, market research, information architecture and writing. Sidhe Communications also provides individual, group and corporate trainings on a varied web site marketing topics. Ms. Benoit’s background in health care consulting, media and public relations, event production, fundraising and freelance writing have given her a unique creative flair and a well rounded perspective on marketing. Ms. Benoit has been a resident of Asheville for 8 years. She is a member of the Public Relations Association of WNC, the Mountain Bizworks, and the Beaucatcher Chapter of BNI (Business Networking International). For more information visit http://www.SidheCommunications.com.

Directions:
* Take I-40 to Exit 44 (coming from East or West)
* Turn right off the exit ramp.
* Go to 4th traffic light (do not count the light at the end of the exit ramp).
* Turn left on Sand Hill Road (this is a 4-way intersection with Asbury Road turning to the right)
* Go to second entrance on left (there is a sign identifying A-B Tech Enka Campus)
* The Small Business Center is on the left with the entrance at the far end of the building. Room 2046 on the second floor.
* There is ample parking

Inclement Weather Schedule:
When weather conditions are such that driving is hazardous, seminars will be cancelled and rescheduled. Asheville SCORE will follow A-B Tech’s decision to cancel classes.

For more information contact:

Sarah Benoit
(828) 251-4544 Office
sarahbenoit@charter.net
http://www.SidheCommunications.com

Asheville SCORE
151 Patton Avenue
Federal Building, Room 259
Asheville NC 28801-5007
tel:  828-271-4786
fax: 828-271-4786
http://www.ashevillescore.org
info@ashevillescore.org

Website content development is a profession that has grown in earnest for the past 10 years and has been widely practiced for this amount of time or longer. Until recently, website developers and professional writers were the main source of content creation for the web.
Lately, the popularity and availability of CMS (Content Management System) websites has allowed the non-technical user the ability to update a website with ease.  Many CMS’s are custom built. Some are easy to use, while others are clunky and still require the user to input basic code. To use a CMS, no technical expertise or knowledge of writing html code is required. The skills needed to upload new content to the World Wide Web in a well-built CMS are similar to those used to operate Microsoft Word.
With such newfound ease in content management, organizations, companies, and individuals should be posting regularly to their websites to receive maximum exposure on the search engines. Many stakeholders in companies and organizations are excited to implement CMS websites at first. Soon enough, many managers and executives begin to realize that the quality of the website writing is either disorganized or lacking – something.
Actually, developing content for a website is more complex than simply assigning the duty to writers in command of standard written English. Even professional writers with little experience in website writing can benefit from additional training. Employees with duties related to content development for websites need to be trained specifically in website writing, in order to be most effective at writing content for a CMS website.

Companies and organizations that do not consider this vital element in transition when implementing a CMS website are in danger of producing content that is not up to website writing standards.

Here are a few techniques professionals must master to be effective website writers:

1.    Website Writing with links:  A good website writer will write with both internal and external links.  The external links will act as a bibliography for the writing, citing sources within the text.  The internal links will effectively point the visitor to other places on the website where related information can be found. When search engines crawl a website, they look for internal and external links.

2.    Website Writing effective headlines, subheads, tags, and photo captions.  Many professionals who are proficient at writing proposals, business letters, and memos, fail to understand the importance of snappy headlines, succinct subheads and pithy tags.  These attention grabbers not only break up text, they also allow the reader to easily view the text in parts. Photo captions, with individuals pictured identified from left to right, are good form for website writing, or any kind of writing. Yet unless they have a background in journalism, some professionals remain unaware of the requirements for photo tags. Professionals in many fields have not been schooled in headline writing. Nor do they understand that casual website visitors may need to scan the material when they are in a rush.

3.    Writing brief chunky paragraphs: Reading a website is different than reading a book. The visitor expects to obtain information quickly. Website writing is concise and to the point. Often, business writing is quite the opposite. It is lengthy, verbose, and jargon laden.  Again, professionals who are excellent writers and experts in their fields need to be taught to summarize, shorten, and abbreviate writing. These same professionals need practice eliminating or explaining jargon so the reader receives the necessary information easily. The visitor should not have to read extensively, or comb the website for what he or she needs.

4.    Using keywords and search engines for research:  Many beginning website writers could benefit from learning how to use search engine filters more effectively to find the information they need quickly.  Learning how to use keywords in on-line research is an important tool for the website writer, who must research information. Becoming adept at the skill of using keywords to refine research parameters also saves time.

5.    Keyword Writing:  Using some primary keywords in website writing materials can help bring the desired persona to a website, or even to a specific page within a larger website.  Learning how to identify the keywords visitors are most likely to use is a skill in itself. Business writers who are assigned writing duties for a website need to acquire this skill if their writing is to be found by the desired visitor consistently.

There are other issues with the implementation of CMS websites. Many of them are related to content development.  Check the Sidhe Communications website for articles and blogs related to website writing, website promotion, and website content development.

Heather Syzdek, an Asheville web site designer and business associate of mine at http://www.Jaymunda.com once said “If you are wiling to pay thousands of dollars for a high performance web site, why wouldn’t you hire a professional to write it?” This is a question many companies don’t consider as they build or redesign a web site. I’ve had many clients say “I’m a great writer, I can handle the web site content myself”, but what they aren’t considering is the technical aspect of writing for the web. Developing and writing web site content involves the consideration of many different details. Web site writing experts should have a clear understanding and demonstrative knowledge about web site programming, graphic design, search engine technology, keyword analysis, web site analytics, market research and branding. Your web site content should be consistent with the company image you are building in other forms of marketing and media. You should also have researched the online behaviors of your target markets in order to attract your perfect customers via the search engines.
The 5 Steps of Web Site Content Development

Step 1. Internet Marketing and Promotional Evaluation

A web site writing specialist must first review your existing marketing plan to identify your current image and branding goals. The evaluation of your existing marketing plan and the individual strategies you have implemented will help the writer understand what has succeeded in the past and what has failed. This will help the writer fully grasp the professional identity and marketing voice you want reflected in your web site content.

Step 2. Keyword Analysis

The foundation of search engine ready web site content is keyword analysis. Once your web site content writer has defined your target markets and brand goals your web site visitor behaviors can be explored through vigorous keyword analysis. Niche markets will be explored, in addition to larger target groups. Once customer behavior is considered carefully and thoughtfully content development can begin.

Step 3. Web Site Content Writing

A good web site writer will know how to format your web site content for the search engines and manage the keyword density. You want your main keywords to be prominent, however, you also want to retain the creative integrity of the content. Understanding the nature of search engine technology is essential for this step. A professional writer should also be able to write marketing copy that is in line with your company image and brand. The voice reflected in your web site should match the marketing voice you use in advertising, direct mail and other promotional strategies.

Step 4. Make Good Programming and Design Recommendations

An experienced web site writer will know the basic ins and outs of search engine optimization and web site design and programming. Keywords and phrases can be recommended to programmers for inclusion in various parts of the web site code. This allows the search engines to identify keywords and phrases both on the back end and the front end of the web site. Keyword suggestions within the actual web design, such as keyword menu items, will allow web site content to be used to its potential. This consistency will increase your search engine readiness.
Step 5. Web Site Analytics Reports

Any web site content developer must be able to review and report on the web site analytics on a monthly or quarterly basis. These web site analytics will show clearly what content is most popular and which keywords are generating more potential business. When hiring a web site writer ask them if they can read and report on web site analytics and how often they will make an evaluation of the web site traffic and visitor behaviors. This is a technical skill you can’t afford to go without!

Until next time…

Sarah

Blogs: they aren’t just online journals for teenagers and  techies…

Many companies and business people are unaware that one of the most powerful organic search engine marketing tools is the web log or blog.  In previous posts we have discussed the importance of keyword analysis and understanding of your online target markets.  Once keyword analysis has been completed and you have defined your Internet audiences with thorough market research a blog can be a simple, search engine friendly way to broadcast your marketing message to customers and the search engines alike.  Using target market keywords to write your blog posts will help you attract the search engine traffic you want so your web site will get more than just more hits.  The conversion factor of these hits into solid leads and sales will increase your ROI and bottom line.

The Power of Your Virtual Reputation: Position Yourself as an Expert 

In addition to being a powerful keyword marketing tool, a blog can also help you brand and build your company name online.  On the Internet it is essential that you focus seriously on developing credibility and an expert reputation in your industry.  In the virtual world credibility is an important issue.  Unless you are a nationally branded product or business potential customers do not know the difference between you and your competitors until you tell them.  Blog content should be carefully developed with keywords in mind and to feature your passion, benefits, philosophies and expert knowledge.  Blogging can help you define your professional image and create the foundation for a virtual reputation that will last long into the future.  Not only can you speak directly to your potential customers, but you can also network with other industry experts.  Building alliances with other well known industry big wigs also increases your credibility with your clients. Choose these allied partners carefully and intentionally.

DIY Blogging: A Search Engine Marketing Tool Anyone Can Use 

In the world of blogging anyone can succeed if they follow some basic guidelines.  On the Internet you can find numerous resources about search engine optimization-SEO and search engine marketing-SEM to provide Internet writing tips and help you develop a list of keywords.  Once you have created this list simply begin writing and the more the better.  Blogs should be posted once per week or more in order to be highly competitive.  However, any time your can write and post a blog it will benefit you.  The more time you spend working on your blog the faster you will begin to see search engine and marketing results.  The results of blogging can be tracked by reviewing your web site analytics and clearly analyzing your site visitor behaviors every month.

Professional Bloggers Offer Great Benefits 

If you don’t have time to complete research and writing every week I suggest you consider hiring a professional keyword writing specialist to manage your blog posts on a regular basis. A professional blog writer can help boost your search engine ranking quickly once they have completed a thorough keyword analysis on your target markets. They should also be able to analyze your web site analytics and generate reports on the success of various keywords and the performance of the blog itself.  The blog program you choose must be search engine and user friendly.  I recommend WordPress to my clients.  For more information on blogging services and keyword writing contact the team here at Sidhe Communications. The first hour of consultation is always free! 

What is Organic Search Engine Optimization?

Organic SEO is a difficult thing to explain at times. Just the words seem vague and abstract, but organic SEO methods are far from abstract. They are carefully crafted, keyword strategies that can change your web site dramtically. Although organic methods of attracting the search engines often take more time to produce results, the results are long lasting and can lead to Internet success. Services such as article writing and syndication, professional blogging, press release writing and digital dissemination, keyword analysis and web site content development are just some of the organic search engine marketing strategies companies like ours can develop and execute.

Writing for Niche Markets

One of the things many people forget when writing their web site content is to consider carefully the target markets they are addressing. Contrary to what many people think, there is no one size fits all solution. Different kinds of personalities, ages, genders and regions think, understand and communicate differently because they have their own unique expectations. It is essential that you know who the web site is speaking to and what kind of dialogue consumers are looking for. For most businesses there are multiple target markets they want to address, each of these is a niche. It is essential for your web site to offer avenues of communication appropriate for all of your niche markets. It sounds like a big job but it is the difference between your web site becoming a functional and powerful tool or simply a site for people to scan over and move on. Although many business owners and entreprenuers believe they have already identified their niche markets on their own, it is always important to have a professional sit down with you and not only identify these niches, but to discuss how to reach them specifically.

Web Site Marketing: Don’t Wait Until It’s Too Late

The days of “If you build it they will come..” are over on the Internet. Fierce competition and advancing technologies make the Internet a growing source for information and a growing tool for communication. As more and more people around the world get online you must make a plan if you want to achieve Internet success. One of the key steps is to uncover and investigate your niche markets. Niche marketing will not only increase your profits and your botttom line over the long term, but in the future it will provide incredible insight into your customers and their behavior. This kind of information is highly valuable and changes the way you make marketing decisions.

Why hire an Internet savvy, professional writer?

Many potential clients ask me what the benefits are of hiring a professional writer, who specializes in web site content and keyword writing. This is a valid question, considering up until a few years ago mainstream America barely knew what search engine optimization was. However, in 2007 competition on the Internet has become just as cut throat and intense as competition in the real world of business. Professional web site content development and keyword writing are now essential components to the success of a web site and its ability to perform on the search engines. These days companies pay tens of thousands of dollars for web sites that are highly interactive. Web sites can present real time market information, collect and organize databases, allow clients to manage their own accounts online and streamline information for large mobile sales teams.

Protect Your Online Investment

Building a web site is a financial and professional investment. You want to represent yourself in the best way possible. Just like traditional marketing, Internet marketing is a serious endeavor. A business associate of mine, Jason Syzdek, president of Jaymunda www.Jaymunda.com, asks his clients an important question, “If you are going to invest your money in a high end web site, why wouldn’t you pay to include professional writing services?” Even if you have someone on staff who can write well, it is essential to have a keyword specialist complete some research about keywords that will be useful for achieving your web site marketing goals. It is also good to have a web site content developer review and edit any content you or your staff have created for your web site. They will generally review the marketing voice, offer formatting suggestions and go over basic grammar and spelling.

Choose Your Web Design Firm Carefully

When it comes time to choose the right web site development firm to manage and maintain your Internet investment it is essential that the designers you choose also offer content development, keyword research and search engine optimization services. If they do not then begin looking for a search engine company that can partner with them to assist on search engine strategies. Remember, the website design itself is only one piece of the puzzle when it comes to being successful and profitable on the Internet.

At Sidhe Communications we offer a variety of services including web site content development and keyword analysis. We also offer web site design services, web site programming services, search engine optimization packages and more with the help of our strategic partners around the country. If you are in search of a firm that can handle all aspects of your web site development project call us for a free one hour consultation. If you have a web site but are unhappy with its performance contact us for a free one hour evaluation.

Until next time…

Sarah Benoit