The most effective way to write for your website is to keep the subject matter of your web page under tight focus. Notice I didn’t say website; that’s because the search engines don’t spider websites, they spider web pages.

The search engines will look to see how well the related page title, keywords and body text apply to the subject matter. This means that if you are talking about widgets, your title, keywords and body copy should be tightly focused only on widgets. Stray from your main subject only when secondary ideas have very high relevancy and keep it short, sweet and get right back to your main subject matter.

To begin with, pick out your web page title and then a set of keywords that relate to your subject. After this, start to write the body copy in a style you’re comfortable with and do your first draft.

While working on your first draft, use this guideline:

• Use a rough outline to get your point across. Have a start, middle and an ending. Make your points in the very middle of the body copy, as I’m doing right here.
• Don’t limit yourself to a mechanical formula for creating a keyword density because it will get in the way of your natural style.
• Do your best to write in a free flowing manner as if you are talking to a good friend. Stay away from words or expressions that would make anybody reach for the dictionary.
• If you can get your style to loosen-up, have some fun as you write for readers and visitors. Do your best to have the real you come through in your chosen writing style. This is something that will come on its own the more you do it.

For the second draft, do this:
Go over your writing and eliminate any fluff and revise it to make your meaning come through better. It could be there is an idea that needs expanding or perhaps you need to restructure a paragraph. Maybe there is another word that could provide a better description of an idea or term.

Finally, your third draft should include this:
Look at all the elements of your near finished piece and see how logical and smooth the transition is from opening, middle and closing paragraphs. Do they all seem to fit together well? Are you fully informing your readers on the subject without leaving out crucial information?

If you are satisfied with your results, it’s time to go live! Upload the web page to your server and take a look at it; use this little web based utility I’ve found very helpful, the Submit Express Meta Tags Analyzer: http://www.submitexpress.com/analyzer/

The above utility will give you lots of information about your web page. Once you enter your URL look at the results and compare the relevancy numbers. Use the single keyword and double or triple keyword phrase to adjust your final results. Most of the time, you don’t have to adjust your writing, only your particular choice and order of keywords.

Adjust your keyword choice and do your best to get good to excellent relevancy and keyword fit. Notice that this is the last step in the process, since you want to preserve as much of your natural style as you can. If you do your best to stay focused on the subject matter of your web page, you shouldn’t have to do many changes.

Francisco Aloy
Francisco Aloy is the creator of The Newbie Business Guide. High quality resources to start your new Internet Business. Discover the marketing punch of original content. Visit: http://www.newbie-business-guide.com/writing_and_copywriting.html.

If I glanced through your media plan, I’m sure I’d find it contains the usual conventional media options. TV and radio ads, Web banners, print ads, and outdoor advertising. We’ve all gone with these options for years. Decades, in fact. We know we won’t be fired for using them, just as an IT guy won’t be fired for installing an IBM solution.? But this security is fast disappearing. One day, you will be fired for stubbornly adhering to the old options.?

Today, the computer game market is generating revenue double that of the film industry. ACNielsen predicts within just four years, the film industry will be only one third the size of the computer game market. Where is Hollywood’s enormous power headed? Online? If it is, where are you in that scenario?? It’s fascinating to reflect on the fact almost every medium has a price for inventory. With a click, you can find that price on search engines. Media prices are more or less fixed and understood. Except for one channel: computer games.?

Quick, tell me the price of placing a commercial message in a computer game. I’m sure you haven’t a clue. Is it $1 per user? A million up front? One cent per second? Who knows? No fixed model exists, and no media agency really specializes in booking game space. This is virgin territory for brand-builders. This often means low prices.? Let’s do the math. Research in my latest book, “BRANDchild,” shows that kids, for better or worse, spend almost the same amount of time playing computer games as they do watching TV. These numbers will soon trend away from one another as games lead the way kids allocate their time. The really critical difference? Your TV spot probably secures some 30 seconds with consumers. A computer game placement is likely to spend hours with them.?

No wonder energy drink Red Bull claimed it secured its success because of its appearance in one of the first PlayStation games. “Want more energy?” was the message. I don’t have to tell you the answer.? If you belong to the gang inclined toward secure solutions, stop reading now. However, if you believe TV is no longer the one true path to brand success, you should already be considering opportunities in the wonderful world of computer games. Prices are still low in this unexplored territory. Results are high, as brand clutter is limited. And it’s all going full steam ahead.?

The Sims Online from EA, one of the best-established game creators, no longer operates in a nonbranded world. In Sims games, players buy McDonald’s franchises and sell the branded food products, earning “simoleans,” the game’s currency. Eating the food also improves players’ standing in the game.? This builds brands through interaction. In the past, brands didn’t interact with customers, nor were they able to engage them in their philosophies. The relationship between brand and customer is set to change. Brands are learning that to create an engaged consumer, you must engage them. Surprise!?

The potential for engagement in games is jump-starting a wave of brand movement. Brands are moving from passive relationships with consumers to relationships that demand constant interaction. These relationships require that brands adopt a role, play to it, and provide constant feedback to consumers.? There’s a new chapter in branding, and it’s digital. I hope you’re part of the story.? By Martin Lindstrom

Most people who care about privacy are privacy fanatics. It’s an issue with very little grey area: Either you deeply care about privacy, or you don’t. Truth is, we should all be privacy fanatics. It comes down to convenience and security. As long as my personal information is used in ethical ways that don’t negatively affect me, I don’t mind. Spam is a hot topic not because of privacy (though a privacy argument can be made). Spam is really a convenience issue.
?
I’m amazed by people who don’t view spam as a big deal. Invariably, when I ask one of these rarities how much spam they receive on a daily basis, the answer is, “one or two a day.” I hate spam with a passion, but I get over 200 spam messages a day, after aggressive filtering (500-800 without filtering). I spend about an hour a day dealing with spam — and I’m really fast at deleting it. I’ve also accidentally deleted important e-mail in my vigorous pursuit of spam. All this is very inconvenient.
?
Spyware is another hot topic. People talk about spyware as if it were a privacy issue (certainly, there are some privacy concerns). But spyware is really a security issue. I don’t want any software to be installed on my computer unless I specifically install or authorize it. There are many reasons for this, not least of which is efficiency. I don’t want my machine bogged down with poorly written software that takes over resources. I also don’t want software that floods my screen with pop-up ads. Another inconvenience.
?
There’s a growing sense that individuals want to control their information completely. They want to decide when that information will be sold or shared, and for what purpose. Without some mechanism to make that task simple, we just let things go. It’s too inconvenient to do anything about it.
?
So, how can technology help?
?
Spam Filters
Hundreds of spam solutions exist; from blocking software to filtering software to spoofing (define) software. Unfortunately, none really work well enough. All the filters I’ve tried sometimes grab my “real” e-mail. One company I’ve used for a while now is Mailshell, an inexpensive personal e-mail service with lots of good features. It isn’t a perfect solution, but it does work well. Apart from some problems caused mainly by my status as an “extreme power user,” it’s pretty solid.
?
My favourite feature is “disposable” e-mail addresses. Essentially, you create any e-mail address you want, on the fly, using your own domain extension. For example, your domain is “mydomain.com.” At the Someco site, you sign up for a newsletter with “someco@mydomain.com” (an address you made up on the spot). If Someco were to sell your e-mail address to a list and you start getting spam at that address, you’d know who sold your address and could simply shut that address off.
?
I got a call from a mortgage company one day last year. The guy was adamant I had requested contact from the company that very day via its Web site. I asked him what e-mail address he had on the account. He said, “50inchsonyplasmatv@….” I burst out laughing. I’d signed up for a TV giveaway contest that day and had carefully opted out of all offers. When he hung up, he was very puzzled.
?
Spyware Removal
There are dozens (if not hundreds) of spyware and adware removal products out there. Ad-Aware, by German software company Lavasoft, is popular on Jupitermedia’s Jumbo.com. McAfee also offers spyware protection in its VirusScan product. I’d be hard pressed to recommend any of the software for a number of reasons. First, because I’m not a privacy fanatic and the people behind these products are. These solutions block and filter too much. In many cases, these companies are nonentities I don’t know enough about to give them access to my machine. Wait, does that make me a privacy fanatic?

By Eric Picard