Not to be confused with Reading, ‘Riting, and Rithmetic, these 3 R’s will help you succeed online.

The 3 R’s in question being:

• Reach
• Response
• Results

1. Reach – Consider geography
More to the point, know the location of your target audience.  Are they Local, Provincial, National or Global?  Knowing this information – and maximizing it – results in more focused Internet Marketing efforts and results.

So, now that you know where your audience is, it’s time to dig deeper.  For instance, do your customer’s physically come to you for your product/service; or, do you physically go to them?

In both instances, it’s likely that you supply your product/service locally. That being the case, it’s smart to build that information into your web content and copy.  This can be done both visually (showing a map of your location and the surrounding area) and textually (spelling out the areas serviced and even providing driving directions to-and-from specific locations).  If done properly, search engines will index this information, helping you to rank better for your targeted search queries, especially those focused on your local areas of service.

What does this mean?  It means that someone searching for [Insert your product/service here] in your service area(s) [Insert your city or regions here] will find you following an Internet Search for that product/service in that region.

So, if you are a [web content writer] and you service [The Greater Toronto Area], it would make sense to build that information into your website’s Meta Data, On Page Text, and Links.

Keep in mind that searchers are motivated and while searching and researching online, are – in many cases – ready to make a purchase.  Appearing prominently in local search results will move you and the consumer closer to the sale.

2. Response – Consider the call-to-action (CTA)
Internet Marketer’s love using Three Letter Acronym’s (TLA’s): Also known as (AKA) The call-to-action (CTA) – a fancy term for ‘desired response’.

When a consumer/visitor is ready to make a decision, do not be coy, shy or bashful.  They’ve taken the time to find you online and  are knocking on your door: your web marketing efforts are working! To get them to take the ‘desired action’, tell them:

• What you want them to do,
• How to do it, and;
• How easy it is to do.

Case in point – Amazon.com (the biggest online book retailer) is all about E-commerce and the call-to-action.  They sell books and other stuff online and do it well.

They make their intention quite clear and will help move you toward the ‘desired response’ – the sale in this case – by:

• Making it easy to register
• Personalizing your account
• Making suggestions that – I admit – are almost impossible to resist
• Placing a Shopping cart at the top of their home page
• Express and Free Shipping incentives
• Deep discounting and more……

Amazon wants to move books and other stuff off of their shelves and they use a number of methods to do so.

The call-to-action directs your visitor, waving them this way to your ‘desired action’, whether it involves:

• Handing over your contact information
• Downloading something
• Registering for a newsletter
• Taking out your credit card to make a purchase

Keep the end in mind.  Know what you want your visitor to do and help them to do it.

3. Results – Consider site stats and conversion rates
Now that you know where your audience is located and what you want them to do, it’s time to find out if they’re finding you and taking action.

This information is readily available and measurable, allowing you to delve into the minds of your audience and discover:

• Keywords and phrases they use to find you online
• Which of your web pages are actually indexed in search results
• Where your web traffic is coming from, and more…

All of this information can be accessed for FREE via a number of Internet Measurement Tools  – Google Analytics being one -  that gives you insight into visitor behavior and other valuable data; for example:

• The number of daily, weekly and monthly visitors to your site
• The number of New vs. returning visitors
• The amount of time people spend on your site
• How they find you (i.e. search engine, referring site etc.)
• Where they are located
• The most popular – and least popular – pages

Knowledge is power and with this knowledge, the savvy website owner can run powerful online campaigns, generate even more organic (free) search engine traffic and  maximize gathered data, attracting the most qualified prospects at a low cost. This data can be built into your site, turning it into a ‘qualified’ prospect magnet.

For instance, if a popular and relevant search phrase appears in your ‘searched for keywords’ data, you would be wise to capitalize on this trend, perhaps including more instances and variations of the phrase in your web content, copy and link text.  If done properly, this will result in more of the type of traffic and visitors you desire.

In essence, knowing where your customer lives, getting them to take action and making use of their online behavior will result in a more positive user experience for your visitor, while putting more food on your plate.
Ray Litvak
www.writingwebwords.com
Professional Web Content and Copy Writer – Toronto, Canada

The term ‘Search Engine Optimization’ (SEO) is usually associated with increasing the amount – and or quality – of visitors to a website and its content.  A large part of the process involves writing compelling and relevant web pages that are easily findable in search engine results pages.

But what about optimizing non-textual content such as web video?  In a nutshell, optimizing your web video makes good sense, as you’ll soon see.

Why should I optimize my web video?

As for the popularity of this medium, a recent study listed YouTube as the 3rd most popular website behind Google and Yahoo! with no sign of slowing down. In fact, there are approximately 200,000 videos uploaded per day on YouTube, all competing for eyeballs.

By placing a link to your web site in and around the video, you will notice immediate spikes in traffic and higher search engine rankings.  In addition, your web video will thrive semi-independently in cyberspace, not just on your website.

What keywords do I use?

Utilizing keywords is the best way to make sure your web video is found and that viewer’s also find their way to your website.  Finding the right keywords can be accomplished by using the Google Adwords Keyword Tool, a useful gift that will help you determine the most powerful keywords to implement.

You’ll be able to learn about how people use search engines and develop a slew of ideas about what terms to use; thus, maximizing your chances of appearing on the first page of search results.  For example, if your video and website are selling “sentient robots”, this tool will tell you that only about 90 people search for that phrase in any given month. It will let you know, however, that “artificial intelligence” receives over 200,000 searches per month.

Use keywords in your title, description and tags

Keywords in your video title are as important as those on your web page’s title tag.  The video title on YouTube will become the video page’s title. The description of the video is also searched and it is recommended to use the keyword at least twice in this section, however it’s more beneficial to place the word in a phrase instead of an unintelligible jumble.

When entering tags for your video, put the keyword first so it increases the chance of both YouTube and Google searchers finding it.  Google is an incredibly intelligent piece of software and is worth taking advantage of, but don’t cheat: employing keywords such as “Angelina Jolie” when your video is completely unrelated will result in lower rankings.

Create a buzz around your video

The number of backlinks to your content increases your SEO potential, as does having viewers leave comments. This will create a “buzz”. These comments are eventually more important than views because if Google sees thousands of views with zero comments, it assumes that the content must not be very good and isn’t worth ranking.

Encourage viewers to leave comments in your description or in your video itself and direct as many people to your video as possible by posting it on Facebook and other social networks and submitting it to Digg, del.icio.us or other content aggregators. As long as you have quality content, this will produce views resulting in web site traffic.

About Writing Web Words Inc:

Based in Toronto, Ontario, we are a full service Content Development and Web Writing Company that helps small and mid-sized companies maximize the potential of their websites via Search Engine Optimization (SEO), SEO Copywriting, Social Media Marketing and other leading edge interactive marketing services.

Modern advertising: same battle, different battle ground

Since the birth of advertising, businesses have done everything in their power to get noticed and appear desirable to potential customers. They’ve flown banners over planes; they’ve given free samples at supermarkets and shopping malls; they’ve tried radio, television, even giant billboards in Times Square.

The process is a lot like trying to get your crush’s attention in high school. You wear your best clothes, brush your hair, douse yourself in perfume or cologne – anything to make you stand out amidst the crowd of other suitors.

Today, the same principles still apply; businesses still try to “woo” customers by making themselves highly visible and their products irresistible. But the battle ground between competitors has changed rapidly.

Reaching customers online is just as important as attracting them over the airwaves or in a crowded shopping center. If businesses don’t adapt and start playing the game by making themselves both easy to find and appealing in the online space, they’ll flounder.

So how can they beat out the hungry competitors and win over their desired audience? Google is the key.

Google is the new Yellow Pages

Not only is Google the best place for any business to promote itself online, reaching a whopping 85 per cent of searchers globally, it’s now one of the best places on Earth to advertise. In May 2010 alone, Google had more than 365 million unique visitors. Still think TV is king? When was the last time a TV program had 365 million viewers? Try never. The record is 106.5 million.

Unfortunately, having such an all-encompassing online presence also makes Google a very competitive place. To stand out from the crowd, it often takes a truly unique product or pitch. Say, Dean Martin hand puppets or cookie jars autographed by Mini-Me from Austin Powers.

But most of us base our businesses, services and products around everyday utility. That means we have plenty of competition. So how does a florist, mechanic, personal trainer or dentist separate his or herself from the pack?

Thankfully, Google has a magic trifecta – three key services that can give you a leg up. Some are free, some require a fee, but using all three is almost guaranteed to make your business noticeable and, more importantly, make it boom.

1. Google AdWords: Pay for Play

As handy as Google is, it isn’t just a universal service or free resource that flows like a waterfall. It’s still a business with shareholders and profit margins and devoted to making money.

So how does Google do it? In a way, it functions like a newspaper. It sells space – advertising space – using a service called Google AdWords. Using AdWords, businesses can get their message out whenever potential customers search for specific terms.

Try a Google search. Instead of focusing on the results, look at the boxed off areas under “Sponsored links” on the right of your screen. Those are the AdWords boxes. Businesses place their promotional material in those spaces and can program their ads so they only appear when people search certain terms specific to their niche.

Selling studded leather belts? Your ads won’t pop up when someone searches “online poker” and drive uninterested customers your way. You’ll only get people searching for leather belts – and those people are pretty darned likely to take interest in your ads, aren’t they?

Businesses also only pay Google when someone actually clicks on their ads. Unlike in a newspaper, when you pay in advance and cross your fingers hoping the masses read your ad, the transaction only goes through with AdWords when someone clicks on your promo. You pay per click.

The process is still competitive in that businesses have to pay or “bid” higher per keyword/click on more common terms. “Video game store” will cost a lot, as there are countless video game stores out there. But AdWords is also democratic in that it standardizes the look within its boxes. Every ad has the same font size, style and word count. The ads are crisp and clean, not invasive like pop-ups.

2. Google Places: Put your business on the map…literally

Targeting a local market? Google Places is the place for your business to be.

Formerly known as Google Local, Google places lists businesses’ information, including their location and contact details, on local maps. Businesses that use a limited range of reach to be effective – like pizzerias – can ensure that they pop up on Google Maps whenever someone searches for the product or service they offer.

Google Places is free, but users be warned: that doesn’t mean Google will automatically list your business on Google Maps. It’s your job (or, ahem, an expert helper’s job) to make sure Google knows about you. Provide them with your correct address and contact information and voila! You have a free and effective way to promote your business online.

3. Organic Search Results: The natural way

Perhaps the most competitive online battle ground of all is the one not directly associated with advertising: organic search results.

Organic search results are the information that pops up on a basic search. Ranking high – whether it’s first, “above the fold” or on page one – isn’t about spending the most money. It’s about having the most “relevant” content.

In Google’s case, businesses and websites aren’t the first priority in organic search results. First and foremost, Google caters to the searcher. Google is the world’s top search engine because it strives to give searchers exactly what they want when they type in search terms.

To do so, Google has very high standards. It uses constantly changing algorithms with hundreds of criteria to determine the most relevant websites for search results.

So how can businesses crack Google’s code to get noticed online? The first and easiest way is to produce quality content. A good, attractive website with quality content will attract more visitors. Having high web traffic is a key factor in Google’s ranking system.

Other ways to rank highly in Google results include the number of links driving to your site from other relevant, high-quality sites and the types of keywords popping up in your site’s content. Some businesses develop special departments devoted entirely to upping their search engine rankings. Other smaller businesses can outsource it to specialists.

Organic search results can be a tough nut to crack but, if you put the work in to provide quality content, there may be no more effective way to promote your business.

Location, location, location

The right location can make or break your business. That’s an old principle every business owner knows. The next step is understanding that the online space is just as real and important as any location you can touch. Giving it proper attention – and maximizing its effectiveness using Google’s services – can make your business stand head and shoulders above the competition. Google gets you noticed.

About Writing Web Words Inc:
Based in Toronto, Ontario, we are a full-service Web Content Development Company that helps businesses optimize their online presence through original  SEO Copywriting, proven SEO Servicesand customized Business Blogging that attracts, engages and converts target audiences.