Audio and video podcasts designed for the web are some of the newest, most widely used communication tools on the Web today. In the American workaday world, many people are engaged for hours in the day or stuck in transit, which leaves little time for reading. People tend to seek information on the web that is portable, informative, and easy to digest.
Podcasts are Portable
Podcasts offer the perfect solution.  They can easily be downloaded onto an ipod, onto itunes on a pc or Mac, and even onto some cell phones with enough memory to handle audio and video podcast files.  Audio and video podcasts can be carried on a trip or listened to while driving or at a person’s convenience.
Podcasts Can be Syndicated Widely
Podcasts are the perfect vehicle for website marketing, because website visitors can send links to interesting podcasts to friends and associates. Podcasts can also be syndicated widely across the web, if they are set in a proper format for RSS feeds on the website.
Organic Search Marketing With Podcasts
In one year organic search marketing campaigns, we always recommend to clients that they first build out their website content, and create a keyword strategy and foundation. Then, six to nine months into the campaign, we recommend adding podcasting to the monthly website promotion techniques which are already in place. Podcasts tend to hold the visitor on the website longer, while they stay and listen on the player.
Podcast Descriptions With Keywords
It’s important to add a keyword rich description to all audio and video podcasting materials, so these materials can be found on search.  Without this description, the podcast could very well get lost – and not claim the audience it rightly deserves.
Podcasts Contain Useful Information
Remember to use podcasting as a syndication tool, and as a way of embedding real information on your website. Fill podcast descriptions with keyphrases that help a website rank on search engines and assist your intended audience to find the information quickly.
Podcasting is not a new technology. The ability to digitally record on PCs or Macs has been possible for some time.  Podcasting has only just recently (within the last 2 years) reached a peak of popularity on the Web, mainly because of the multimedia tools now available on Web 2.0. And, all new computers are being outfitted with the necessary software to easily read the new media.
Professionally Edit Audio and Video Podcasts
Now that podcasting is widely in use, contribute to the stock of audio and video podcasts by employing low cost and easy-to-use recording software such as Garage Band or Audacity or Final Cut.  Then, if you do not have the time or expertise to learn audio or video editing, send it off to a professional editor for finishing. This will ensure that the final cut to be the highest quality possible.
Search marketing campaigns are greatly enhanced by the use of podcasts in the short and long term.  Podcasts that are not date sensitive retain a longer shelf life and have a huge impact and visibility over the long term if they are professionally conceived and produced. Visit http://www.sidhecommunications.com for more information on professional audio and video podcasting.

Elizabeth Kirwin, Instructor

Literature and Language

Website Writing: Content Development is a University of North Carolina Asheville class taught online and designed for the busy professional or student. This writing class is for the student who is adept at composing standard written English. Students will be expected to engage in keyword studies, and apply their knowledge gained to writing projects assigned throughout the semester. Through careful analysis of word popularity and word trends on the World-Wide-Web, the student will learn how to create websites and blogs that are not only popular and well-trafficked, but attract the intended audience, and carve out a niche on the Web. Students will learn and apply best practices for website writing, including writing with links, keyword writing, designing short paragraphs with descriptors for the casual visitor, and more. Formats for the web to be discussed and created include: blogs, website pages, articles, press releases, and keyword rich descriptions for audio and video podcasts.
Email ekirwin@bellsouth.net for a link to UNCA’s registration page for this class.

Over the past five years we have implemented many new website marketing services, such as keyword analysis, website analytics readings, blogs, and audio and video podcasts. All of these services increase real traffic to websites, which in turn helps to build businesses, lives, and communities. Our clients are all small to medium sized businesses looking to compete in the internet marketplace. We help place them on page one of Google under primary and secondary keyphrases and watch their businesses expand.

The partners of Sidhe Communications have been experimenting with various formats and plans to determine how much text must be uploaded to a website each month in order to attract search. We now know that between 3,000-3,500 words of text per month is the right amount of promotional material to keep a website 1. recent & 2. relevant on search.

Thanks to the implementation of Google Analytics new Beta version for tracking, and a clause in our contract which requires that Sidhe Communications tracks websites we promote, we are now able to show, statistically, that our methods increase traffic to a website by 30-75%. In the higher stats figures, a seasoned SEO programmer is employed to ‘open the gates for search’ on the back end of the website, in conjunction with our organic search marketing campaign.

As we look to the future with our client base, we are beginning to examine and address usability issues. Usability problems or issues are the number one reason why traffic does not stay or return to a website. We are now offering website upgrades to client contracts that include a focus on keeping traffic on a website — and encouraging traffic to return.

Since the fall of 2007 we have been implementing and testing our podcast production and syndication project. This has been a rewarding experience for Sarah and myself. We have now opened up the full spectrum of Web 2.0’s new media to our client base. We bring the same amount of creativity and vigor to each podcast project that we bring to our writing endeavors.

What lies ahead for Sidhe Communications LLC is a year filled with the promise of even more partnerships with programming and design firms. As we partner with publicity firms, and small to medium sized companies throughout the United States, we are coming the to the realization that we are helping to usher in a whole new age in marketing, advertising, and publicity through the arena of website promotion. The consumer no longer wants scripted, glossy, canned material that is designed to make you want to buy. Instead, the online consumer is interested in authenticity, real value, and expertise that cannot be found elsewhere. In all of the materials Sidhe Communications creates, we strive to educate and inform the consumer because the online marketplace is different from traditional media.

Finally, Sarah and I are both proud to be working with a whole new crop of talented writers who are being trained to implement keyword writing, internal and external linking, and other best practices for website writing into their work. Many of these writers come to us with decades of experience in traditional publicity and marketing. Like us, these writers are willing to embrace website writing techniques and incorporate it into their work.

Sidhe Communications is proud to be both pioneers and innovators in the field of organic search marketing. We look forward to helping smaller companies rise and compete in the online world.

Elizabeth Kirwin

General Partner, Sidhe Communications

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

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

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

Sarah has been an innovator in keyword research for four years. She is an expert at text deployment on the web, and has helped to develop and test the manual article syndication system we use at Sidhe.
The cost is $30. Mark your calendars: May 10, 2008.

Visit the Asheville SCORE website to sign up today.

Asheville SCORE Website 

Elizabeth Kirwin

Seminar brought to you by
Asheville SCORE,
Taught by
Sarah Benoit of 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

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.