out fox the net

Every day we write something – letters, inquiries, statements, reports, and sometimes articles, dissertations, books or even advertising texts. In these documents we try to inform someone about something. Also we are surprised, when it does not occur, i.e. when our documents convince nobody, when our advertising "does not sell", when our articles are not understood. And they are often even not read!

Why? – After all, these articles often have interesting information. – Yes it is simple because they are created with infringement of the rules tested by time. We will consider these rules in short.

Before to write...

Think of the purposes of the document and the most effective and economical ways of their achievement.

Appointment of advertising and the majority of documents – to "sell" the decision, idea, goods etc. I.e. to convince!

The analysis

Start with the analysis. Its purpose is to give answers to two deceptive simple question: «What?» and «to Whom?».

What is offered?

The goods? Services? Possibility to earn money for the given goods or service (for the wholesaler)? An image of the candidate on elections? Terms of transaction? The request to go on leave during improper time? Etc.

If you try to sell goods what useful properties do they have? Does a reader know about it? What do your competitors offer?

It is offered to WHOM?

Who is an average representative of the target audience? How much does he/she know about the subject? What is his/her age, thought way, habits, level of income, formation, national features and many other things. How he/she speaks? Whether he/she knows terminology? How much he/she is interested in the given question/goods? Imagine yourself as if you were a reader.

Analyze region for which advertising or other document is intended. What are its differences? How the given goods are sold and bought in tis region?

The selling moments

This marketing term names all positive that allocates the given decision among the competing; these are qualities that "sell". Make a list of these moments.

The document environment

The document lives not in vacuum and not on the computer screen. For example, advertising lives in mass-media among tens or even hundreds competing advertising. Fondly to believe that a reader looks forward occurrences of your advertising. It will slip on it a tired sight more likely. And if it has involved nothing...

Business documents often use in a package with other documents. Do not suppose excessive repetitions and the more so contradictions between documents.

At announcement creation on a wall or in transport consider probable time and distance of contact to the text, light exposure, a condition of the reader at information "consumption" (degree of weariness and absent-mindedness of sight, presence of information hunger etc.).

Perception of a document

In the beginning we perceive the document by its "cloths", estimating its aesthetics and readability. Cause in a reader the desire to read the document. If we start to read, rational mastering joins.

Nowadays the online technologies have become very popular. The web network is not only a place to entertain but also a platform to make money. Whatever the reason is, to be presented in the Internet one needs a site. And it is the time when the question how to plan a website arises. Those who are searching for details on how to build a website, should refer to the Internet itself. It is full of docs on how to plan a website and related topics.

In any way, it wouldn't be smart not to avail themselves of this opportunity given to us by modern technologies. Google and other search engines, social networks and forums, blogs - all of them could help to find information on "business plan for websites" and similar topics.

At the time when the Internet was at the sources, it was enough to use one key word. But for last years the quantity of words in search phrases has increased. Key phrases has become longer (now two-three-four words are used usually) and this process is not going to stop.

What does it mean from the point of view of copy writing? It is not difficult to write a text optimised under one keyword. Using disyllabic expressions is already some kind of a challenge. But when it comes to trisyllable or four-syllable phrases, the risk of sound heaps and messes essentially increases.

Why search phrases became longer?

Lengthening of search phrases is the result of prompt growth of number of Internet users. As the information volume constantly grows, it becomes more difficult to find particularly what you need. When there used to be thousand sites only, a word "marketing" in search gave out a pair of results from which you could choose the most suitable easily.

Today by this inquiry you will receive the list of hundred thousand of sites mentioning all areas: from planned marketing to the marketing of workplaces and University examination on marketing. A right decision for copywriters would be to trace the tendency of search at potential users and to use those keywords which are used by them.

It again returns us to the primary question. How?

Some tips for making key phrases.

To my opinion, the biggest mistake of SEO copywriters consists in attempt to replace the generalised concepts for a separate key phrase.

For example:

On our site that is devoted to rest in Mexico we offer the best prices for permits for rest in Mexico in the most unforgettable vacation spots in Mexico. Visit our special page devoted to rest in Mexico and you receive the good discount.

Bosh! When you replace the general concepts (in this case: a site, permits, vacation spots etc.) by one search phrase you receive a set of repetitions and heaps. The longer the key phrase is, the more ridiculous all the text will be.

The best that I can advise is to break a long key phrase into some parts. Do not forget that all words should be in the same order. However, using punctuation and other elements the phrase turns out less persuasive.

As an example we will result a site devoted to rest in Mexico again. Instead of the ridiculous set of words written above, try the following:

Golden beaches, delightful fiestas, the most delicious seafood dishes that you have ever tried. Where can you find such an unforgettable rest? In Mexico! Voyages from Cancun to Kozumela will leave you bright impressions of rest. In Mexico you will feel the taste of exciting adventures and can enjoy beautiful landscapes all day long. Our special offer makes your rest in Mexico even more reall, than you think … etc.

Can you notice, what has changed? with the hep of punctuation the phrase «rest in Mexico» has been broken into different sentences. As search systems do not distinguish punctuation, they see the phrase as a unit. But after all a visitor of a site reads in in the other way! A user does not notice that expression is repeated constantly, since it is broken into two sentences.

If such tendency remains, search phrases will become even longer in the near future. However, having approached creatively to use of key phrases in the text, you will understand, that it is not difficult to work even with the longest of them.

Today the online technologies are very popular. The web network is not only a place to entertain but also a platform to earn money. In spite of the reason, to be presented in the Internet one needs a site. And this is when the question how to plan a website arises. Those who are searching for info on how to build a website, are advised to refer to the Web itself. There are lots of guides on how to plan a website and related topics.

In any way, it wouldn't be smart not to avail themselves of this opportunity given to us by modern technologies. Google and other search engines, social networks and forums, blogs - all of them could help to find information on "website strategic plan" and similar topics.

It is not a secret that it is very important to have a good content on your web site. Writing content is not a problem if you know the subject matter of your web site very well and you can express your thoughts with writing words. But what if you do not know very much about the subject matter of your web site? Or you can not write? Or you have the lack of ideas? There are some ideas for you how to get good content for your web site.

1. Import of content.

Foreign Internet has a lot of useful content on various subject matters. A lot of this material is not represented in your Internet, so you have an opportunity to become the first representative or a translator of useful content. A lot of optimizers import content as this is a good and simple way to get unique content.

2. Monitoring of answers on Google or Yahoo etc.

Answers Google, answers Yahoo and others are a very good source of ideas for writing content on your web site. Copy writing of the material by answers on social services will be actual, so it can attract a lot of visitors to your web site.

3. Rewriting of articles.

Rewriting of made articles is one of the ways to get content for your web site. Rewriting means as redirection of the dominant of the text, changing the form without losing the sense, as the attenuation of content with necessary key words by which you want users to find you. There is a question of ethics and legality present on rewriting. You have to quote to the source of your ideas in order not to step over the bounds of ethics.

4. Blogging.

This is one more modern method to get content. Blogging is writing articles about what is going on around you or your firm. Modern optimizers are familiar enough with this sphere and searching engines even have had to create the additional services of searching by blogs or notes in diaries.

5. Watching after the tendencies in different communities

If you are well informed about the things that the users of your subject matter need, then this means that you have opportunities to write popular and necessary content. For this you need to visit and take part in subject matter forums, digg similar web sites, guest books and other social communities, where the subject matters are discussed.

6. Collecting information

The next way to get good content is to collect information from different on line and off line sources. This can be interviewing a professional of your subject matter, or an average set of information, or collecting information from magazines, newspapers, books, publication off line conferences, presentations and so on.

Nowadays the online technologies are very popular. The web network is not only a place to entertain but also a space to make money. Whatever the reason is, to be presented in the Internet one needs a site. And this is when the question how to plan a website arises. Those who are searching for info on how to build a website, are advised to refer to the Web itself. There are lots of guides on how to plan a website and respective topics.

In any way, it wouldn't be smart not to avail themselves of this chance given to us by modern technologies. Google and other search engines, social networks and forums, blogs - all of them could assist to find info on "business plan for websites" and similar topics.

Optimizing your web site to searching engines you should pay much attention to the content that you palce on your web site. Every new article is a set of key words which will help to find your web site in searching engines. Unique content is appreciated not only bu searching engines, but by users too. Unique content has a lot of other advantages too.

But sometimes it can be difficult to find ideas fro writing content. This article gives you some of ideas that will probably help you to write good content for your web site. it also should be mentioned that the given list is not full and you always can add something from your own experience.

1. Writing documentation.

If you know some subjects very well, and you can write detailed documentation about these subjects, then this is an excellent way to attract audience to your web site. Documentation can be as usual answers on questions that are asked often (FAQ), using instructions, as detailed descriptions of devices with given tables parameters. For example, if your web site is about bikes, then it would be useful to place articles about how to clean chain right, to change inner tubes and tyre casing and so on. People who have come to your web site and have read useful information, will obviously sign for posting and will recommend your web site to their friends.

2. Publishing news.

Monitoring and publishing news on the subject matter of your web site is an excellent way to keep your users interested in your web site. Holding a corporate web site, it would be useful to place news of your firm, goals that are set up and reached, information about corporate arrangements, new products etc.
Despite of modern news stop being actual at time, the play a great role at the moment of being actual. Besides an average search in searching engines there is also a search by news and blogs, and that means you will attract more users to your web site using news content.

3. Legal copy past.

If you have found some party resources and their content match the subject matter of your web site, and it will be appropriately to place the content on your web site, then first of all you have to make sure that the owner or the author of the content doesn't mind if you place the content on your web site, and secondly you must quote to the source in your article. In this case users will be thankful to you for the useful information and for the link that will help them to find more information about the subject matter. Relevant links are also appreciated by searching engines.

Summarizing everything written above, we can say that there are a lot of ideas for writing content for your web site and every of them has its own special features. Using some methods of writing first of all depends on the type and orientation of your web site.

Nowadays the web technologies have become very popular. The Internet network is not only a place to entertain but also a spot to make money. In spite of the reason, to be presented in the Internet one needs a site. And it is the time when the question how to plan a website arises. Those who are looking for details on how to build a website, should refer to the Internet itself. There are lots of guides on how to plan a website and respective topics.

In any way, it wouldn't be wise not to use this opportunity given to us by modern technologies. Google and other search engines, social networks and forums, blogs - all of them could assist to find info on "build your own professional website" and similar topics.

Web site building: usage of Google sitemaps

In this article we will talk about Google sitemaps, its essential elements and why it is an integral part of web site building. Let's look at standard elements of any XML-file which is necessary for correct work of service Google Sitemaps:

First of all location - http://www.yoursite.com - the address of page of a site

The second thing is priority - here you establish a priority of concrete page over other page. Why it so is important? You have pages on your web site which for any reasons are more important, rather than others. Those pages on which, in your opinion, it is necessary to pay greater attention of a search engine, as a rule, have higher value of this parameter (0.0 - the least priority of page, 1.0 - the greatest, and 0.5 - accordingly average value). These values concern only pages of your file. The given field cannot affect your indicators in a search engine in any way.

Also last modification and that is date of last change of page. The given mark allows avoiding reindexing of those pages which have not been changed from the moment of last visit of a search engine.

Then comes change of frequency - this parameter you make for Google as often you do changes on this page. For this parameter there are options: Never - never, weekly - weekly, daily - daily, hourly - hourly and so on. If you often update page this parameter is very important.

What for the XML-generator is necessary to me?

As practice shows, the XML-file on your site is necessary for constant updating. Hence, for preservation of precious time the generator which could scan pages of your site is necessary to you, make the list of all addresses of pages, and then send this file to Google. Remember that Google also gives you possibility of sending and a usual text file with all addresses of pages of your site.

To a present situation there is a considerable quantity of generators, programs which can make sitemap for XML-files. While you read this article, in the World with their each minute becomes more and more.

For your convenience, we will describe here 3 various approaches on complexity level thanks to which you can generate sitemap XML-files.

If you know your server, for sure, and you do not test work in installation of scripts then a word "complexity" is anything for you. Google gives a small script of the generator which you can load: the reference to the generator and to establish on your site. It will automatically scan a directory of your site, to fill your XML-file with contents, and then to send it in Google.

Currently the Internet technologies are very popular. The Internet network is not only a place to entertain but also a space to earn money. Whatever the reason is, to be presented in the Internet one needs a site. And this is when the question how to make a website arises. Those who are searching for info on how to build a website, should refer to the Internet itself. It is full of guides on how to make a website and respective topics.

In any way, it wouldn't be smart not to avail themselves of this chance given to us by digital technologies. Google and other search engines, social networks and forums, blogs - all of them could assist to find info on "make a business website" and similar topics.