SEO is the short form for “search engine optimization” or “search engine optimizer.” It refers to the process of improving the visibility of a website or a web page in search engines via the “natural” or un-paid (“organic” or “algorithmic”) search results.

Thorough optimization helps search engines index – images, videos, and most importantly the content in local, and also industry-specific vertical search engines to enable better presence to websites.

Search Engines always follow a very distinct strategy while indexing any website. Mainly they are focused at what people search for.

Optimizing a website to catch both search engines’ as well as users’ attention involves editing content, HTML and associated coding in order to increase  relevance of specific keywords.

Search engine optimization is also a process that effectively utilizes search engines to visit the website. It is an ongoing, continuously evolving, high maintenance process which includes the customization of a site for better search engine rankings.

Many SE Optimizers or consultants provide useful SEO services for website owners, including:  

• Reviewing your site content and site design.
• Technical advice on website development: for example, hosting, redirects, error pages, use of JavaScript
• Content development
• Management of online business development and other online marketing campaigns.
• Keyword analysis and  e-search

These are some generally used, basic guidelines for Search Engine Optimization

Create Site Map and Google XML Map
Every website irrespective of its niche and volume needs a Sitemap. Sitemap should be linked to and from every page on your site. A site map will help users , search engine spiders and search engine robots to  find all the important pages on your site with just a few clicks.

Smaller sites can use second navigation bar in the footer that will act as a small mini site map. By submitting a XML Sitemap to a search engine, you are making easier for that engine’s crawlers to crawl and index pages of your site.

Avoid too much Flash
Flash might look pretty, but it does nothing for your SEO. Search engines cannot index pages made entirely with FLASH. According to the Search Engine Journal, “Frames, Flash and AJAX all share a common problem – you can’t link to a single page… we advise not to use Frames at all and use Flash and AJAX in moderation for best SEO results.”

Keywords research and analysis
Before building a website one should be able to decide why they need a website? What they want to showcase?.
Next important step is to find keywords and phrases that relate to your theme and niche, analyze  them and pick most relevant and commonly used ones but they also should be keywords in “demand”.

Targeting the correct keywords  results dramatic increase in the quality of traffic visiting your site. Therefore,  it is recommended research about what keywords people are most likely to use when they search for your site or niche.

Note -
It would be a waste of your time to optimize your website for keywords that nobody is even searching for. The most popular resources to find high search volume keywords are WordTracker, KeywordCountry and KeywordElite.

Optimizing the Title Tag
The title tag is displayed as the first line of text in the row at the top of any browsing window. The title tag is an extremely important factor during the optimization of a web page for search engines. Since title tags include much of targeted and highly competitive keywords it attracts  significance from Search Engines.

The title tag is also what the search engines usually use for the title of your listing in the search results.

An ideal Search Engine friendly title tag will be about 5-10 words (60-80 characters in length) it should be straight to the point. It is advised to have at least one main keyword in title tag but don’t stuff all of your keywords in it.

Note: make sure that the Page Title Tag is relevant to the content on the page and EVERY page should have it’s own Title tag.

Optimization of your page content
Web Page content is another important factor in order to achieve better search engine listings. Content not only provides information that a visitor needs, but also includes conscious keywords which many a times match with –  page titles, content, URLs, and image names.

Your content needs to be fresh — updating regularly and often is the key for increasing traffic.

One way to ensure that your site gets fresh content frequently is to incorporate a blog. An executive blog is an excellent way to reach out to your clients, which on the other hand creates more opportunities for internal and external linking, while giving your site a more private voice.

Page content tips:

• It is recommended that each page you submit should at least contain 200 words.
• This text should be inclusive of  your most important keyword phrases.
• Include the phrases that you have used in your other tags (i.e. metas, alt, headings, title, etc.) during the optimization process.
• Add additional content pages to your site. For example, how-to articles, hints and tips, tutorials or newsletter etc…

 Optimizing the META tags
The head element contains general information (meta-information) about a document which is used to communicate with search engine spiders/crawlers.

Meta tag is used to provide information that is relevant to browsers or search engines like describing the content of your document. Some search engines will use the name and content attributes of the meta tag to index your pages.

The most important META tags you need to utilize in your webpages are:

  1. Description   2. Keywords 3. Robots

Since many webmasters have used meta tags for spamming purposes, like repeating keywords to give pages a higher ranking as a result of it many major search engines have stopped using them entirely.

Tag limits:

• Keywords tag should not exceed 1024 characters including spaces.
• Description tag  should not exceed 250 characters including spaces.

Meta description tags:
The effective META description tag consists of 25 to 30 words or less but using no more than 160 to 180 characters total (including spaces) or else  some Search Engines would not consider it Search Engine Friendly. 

• Make sure to accurately describe the content of your page while trying to pull visitors to click on your listing.
• Include 3-4 of your most important keyword phrases. Especially those used in your title tag and page copy.
• Try to have your most important keywords appear at the beginning of your description. This often brings better results.

 Meta keyword tags:

We recommend only those keyword phrases that are being used in the copy of your page, title tag, meta description, and other tags. 

• Optimal Keyword Meta Tag has 25 to 30 words max.
• It is not advisable to  repeat your keywords no more than 3 times or search engine will consider it as spam .
• If your site has content of interest to a specific geographic location be sure to include the actual location in your keyword meta.

Robots tag
Robots tag will let search engine know if you want a particular page to be or NOT be indexed or to follow or not to follow the links on a given page

Optimization of images using “alt”
Spiders can only search text, not text0n your images — which is why you need to make the words associated with your images as descriptive as possible.

The alt attribute is used to define an “alternate text” for an image. The browser will be able to display the alternate text instead of the image if the browser can’t load images.

It is a good practice to include the “alt” attribute for each image on a page, to improve the display and usefulness of the document.

Adding an “ALT” tag allows you to include a keyword-rich description for every image on your site. We recommend on using 2-3 words for each image and using it where ever possible.

Use Deep Linking and Anchor Text
Search engines use complex algorithms to observe whatever you are linking to, should be something closely related to the content of your page.

Some search engines look for keywords in hyperlinks and in the surrounding text of the hyperlinks. Use your most important keyword phrases in the link itself and possibly the surrounding text.

Note: Use your website URL, your company name and some times different but related keywords in anchor text of inbound links.

When you exchange links or submit your website to directories you want to link to as many pages on your site as possible as this will tell search engines that you have a lot of good and worthwhile content.

One can acquire different links like Reciprocal and One Way links. In fact getting many possible inbound links have become #1 priority in SEO world as it will take your website to a higher Page Rank and therefore higher rankings in Search results.

Optimization of Heading Tags
Headings are labeled with <h1> to <h6> tags. <h1> defines the largest heading. <h6> defines the smallest heading.

Header tags will tell the search engine the “words”  that are  imperative  in the context of your page. <h1>,<h2>,<h3> and other heading tags are used to highlight important keywords in the page.

With that in mind consider using keywords relevant to the page’s content (theme) in your Header Tags.

The best practice is to place your primary keyword in your <h1> tags and your secondary keyword into the <h2> tags.

Think of an <h1> header tag as a title for the content you have on your page and it is advised to have only one h1 tag on a particular page. h2 and h3 header tags should be thought of as a sub headings for your page.

HTML heading tags can help improve your listings in the search engines as some of the search engines use them in the analysis of your page content.

Logos are multipurpose marketing tools that are used to identify a company or a brand, to identify specific product or service, to create curiosity in the minds of the target audience, to represent the brand innovatively and distinctly in the market from that of competition and many more.

People generally remember products or companies with the help of logos. Hence it is not wrong to say that the logos are the prime factors providing healthy and extensive life to a brand. Over the years, logo or a brand identity is thus an effective image-maker for the company.

On the onset of logo development, it is important to share the key facts about either of the things listed below -
the company
the product/service
the usage or benefits of usage
the market segment or
any other unique selling proposition

Advertising agencies were the traditional sources for logo development. They approached the logo development process from a different viewpoint, in fact the approach considered  complete campaign in picture, they tried to match the logo with their advertisements. Today the considerations are different, exclusive logo designing services are available today to which logo development is the entrée.

How did the traditional approach affect the output?
Yes, says the research. The two major drawbacks of Online Logo Design Service are, it lacks to provide artistic output and also is little expensive.

Usual logo development procedures
Requirement Analysis
Execution of Creative and Strategic insights
Iterations
Finalization with Art Work as a deliverable

Benefits of outsourcing the logo designing
Fresh and different insight to business
Saves time
Ensures best output
Employs latest trends
Cost Effective

Convergence of experiences, cultures, and lifetime at various ad agencies offer robust creativity to flow into the logos they make. Hence some logos that we find carry such intense creativity. Team of designers or visualizers always crack head to generate newer and innovative ideas that better amplify the market presence.

Present day people are fast in adopting internet as a part of their life.  Internet is house-hold even in developing countries. With the help of Internet, searching for any information is fast, cost-effective, and also provides readers with options to check the genuineness of their search.

With a boom in the reach of internet, websites are getting famous too. Websites help people share ideas, share information, start movements, build communities and much more. Even businesses and brands have successfully found a cutting edge through effective websites. Websites help businesses explore local market, and also expand global base.

Having an effective website provides a world-wide, accessible launch pad to your product or service.  Major business advantage of a website is, ‘Websites never sleep’. Websites are marketing tools that service your clients 24/7.

Today, less people think whether to have a website or not and more believe that having an effective website is a must.

Some key facts why every growing business should have a website –

Promote your organization or business -
Competing with the best in the industry was never so easy.

Website creates impressions, helps increase brand image, and also explores a market which otherwise always remains untapped.

Websites though are personal, they are universal in its appeal. With effective websites it is always easy for brands to reach newer markets. Effective and well optimized websites attract quality traffic which brings more interested people who are eager to do business with you.

Also to businesses, websites provide a great option to collect the information, responses, and also contact details of visitors to stay in touch.

Promoting a website online is a very systematic task which only experts should handle. These methods help the websites get notice in the search engines, directories and other forums. Websites also are promoted using various marketing solutions like – pay per click advertising, search engine optimization, email marketing, social networking, online advertising and many more.

Promote Products and Services -
Today, one of the most important ways to promote a product or service online involves development of a website or webpage that exclusively provides complete details about that specific product. In fact the trend of buying products or services online is catching up because viewer finds complete information online with fair feedbacks from the users of product. Social networking also establishes and builds viable credibility in the market to promote products.

Promoting services online is very much preferred. That is because internet provides you complete facility to describe your service. In fact internet is one and only best tool to market services.

Build Brand Awareness -
Websites are the best places to establish awareness about your brand. With effective websites it is easy to share pdfs, images, videos, or any such materials that customers love to see. Websites are best place to provide complete detail about your brand existence, product specifications, service quality, certificates, or client testimonials and also frequently asked questions about you. Even mention of your website address on all business communication and marketing collaterals highlight your brand name. Websites provide you a distinguished existence compared to that of your competition.

Apart from these direct advantages of business promotion, websites also provide a great deal of tools and opportunities to advertise online, educate your readers, and also showcase your customer loyalty via customer control.

Logo is the business face for every brand. Using colors, symbols, or any other visuals in logo is a very determining factor. This is important as it makes the logo memorable and attracts the attention.

We present you, the esteemed reader the history behind Write Right Logo -
Write Right is a 360 degree communication studio providing apt and profitable creative solutions in 3 major domains of business or marketing communication. The broad niche includes Branding, Designing and Writing.

Write Right logo is unique, creative and customized to the specific industry.  The distinguished features of Write Right logo includes-

Two colors found on the Write Right logo representing two major concepts or business values -
Color green represents – freshness

Write Right foresees to present to every client fresh concepts, and creative innovation that is best in the industry.
Color Grey represents – in-depth knowledge

Write Right foresees to employ great extent of knowledge and learn ability to every project.

Visuals -
An ink pen over-crossing the boundary laid by colors.
The visual one can see is – A pen hitting the exact centre of the bulls’ eye.

Why is the pen crossing the boundary?
The concept used here is – pen and the words that come from it have no boundaries. Pen is mightier than sword. Hence we have not restricted the power of pen. Pen is also filled with the color of grey, the color which represents in depth knowledge.

Why bulls’ eye in Write Right logo and Why pen is hitting the centre of it?
Write Right assures profitable writing, designing and branding solutions that amplify marketing by ensuring return over investment. It is not just creative service, Write Right services are creative and customized to business growth.

Hence bulls’ eye in the logo symbolizes that Write Right strives to achieve creative edge over any type of business or marketing  communication.

Today every brand is recognized by its logo. Logos are not just small exquisite piece of art work instead they are clear and distinct features that showcase the business in style and shape. A logo just doesn’t carry a brand name, it means much more to those who recognize your brand in the market.

Advantages of creative and customized logos

Brand recognition
The logos, trademarks or monograms differentiate your existence with that of your competitor. Logos makes it easy for your potential customers to recognize the brand YOU. A good logo develops positive impression, professional outlook, and empowers polished brand presence. Attractive logo provokes interest, invites opportunity and gets recognized in the competition assuring extra sales.

Assured sales
How do you recognize the Brand Nike or the Brand Apple? At times people just buy products because of their logos. Brands establish buying urge in the minds of customers through their brand identities. Brand Identities showcase product quality and also distinct features. Even people with buying instincts are always on look out for goods or products with logos of their favorite brand.

To look bigger
A creative logo on your complete range of marketing collaterals, visiting cards, websites, or any other branding and marketing tools is an indication of your brand credibility. Companies evolve their brand appearance from time to time. People recognize brands through their logo, they get impressed, and also try to identify the brand credibility in logos.

To give personality to your brand
Think of any big brand and imagine tomorrow morning the company removes its logo from all the branding or marketing communications. What does the brand loose? Virtually in this scenario the brand is losing its existence. It is losing the face or an identity which people used to recognize it. In many cases logos add brand uniqueness to generic names.

To communicate your business
Business logos creatively communicate what your product or service is. Logos or brand identities provide true picture about your quality, your brand and also theme of your business. Hence brands customize their logos to create awareness, and unleash excitement into the minds of their customers.

Some tips to make your logo attractive and profitable

1.  Keep it simple
2. Engage your audience
3. Logo is you long time business identity – think ahead
4. Vector logos are better for online and print communications
5. Memorable logos are attractive and better
6. Match the logo with the product or service – relevancy
7. Colors should be attractive not boring or irritating

Attracting potential customers on internet is easy if your website is credible. Your website is the only best online marketing tool which builds credibility and positive impression with the new visitors.

Having a good website is saying yes to opportunities. A professional website invites quality traffic, which is interested in doing business with you.

Few points that determine how long do a visitor stay on your website?
Attention grabbing visuals, text, and complete look & feel
Easy to use layout, alignment & features
Fast downloading designs

There are various benefits of outsourcing Website designing to experts in this domain. The most preferred benefit is, the experienced website designers, content writers, developers are updated with the latest in the industry to create a complete solution that provides good value to the marketing efforts.

Some major benefits -
Competitive Environment
Cost Saving
Fresh perspective to your business by Subject Matter Experts
Saves plenty of time and efforts
Assurance of required competency in the website means higher quality
A good long term investment for your business
Controlled & Better Risk Management of Budget
Professional Project Management
Economic Scaling, Maintenance and Alteration facilities
Easy to Update

Online readers are always in look out for credibility. They read little, yet search for information that establish credibility with the unknown publishers.

Web pages are employing SCANNABLE  content to
-highlight keyword
-add easy-to-understand and meaningful SUB-HEADS
-bullet list key and selling points
-highlight  one idea or concept per paragraph
-half the word count

Most websites use objective or scannable writing and completely avoid marketing writing as it presents more hyperbole and contradictions straining users to find what they want.

Some examples of different types of Writing and their readability details -

Promotional Writing/Marketing Writing -
Resort lava has all globally recognized attractions which draw large crowds of people year after year. In 2004, some of the most popular places of Resort lava were Gili pili Pub  (800,000 visitors), Eco-friendly Maiden park (790,000 visitors), Dr. Gandhi Marg (700,000 visitors), Gen X Museum (600,000 visitors)

Concise text -
In 2004, four of the most visited places in Resort lava were Gili pili Pub, Eco-friendly Maiden Park, Dr. Gandhi Marg, Gen X Museum

SCANNABLE  text -
Resort lava is filled with global attractions that draw large crowds of people every year.
In 2004, some of the most popular places were:
Gili pili Pub  (800,000 visitors)
Eco-friendly Maiden park (790,000 visitors)
Dr. Gandhi Marg (700,000 visitors)
Gen X Museum (600,000 visitors)

Objective text
Resort lava has several attractions. In 2004, some of the most-visited places were Gili pili Pub  (800,000 visitors), Eco-friendly Maiden park (790,000 visitors), Dr. Gandhi Marg (700,000 visitors), Gen X Museum (600,000 visitors).

Relevancy the key to increase readability-
Don’t write about your new accessory on your website until and unless the page is about that. The content of your every webpage should be relevant to the page topic. Web readers are specific about what they read and if they find irrelevant content that doesn’t relate then they will not take much time to go to your competitors website.

Why not include conclusions in the beginning –
Inverted pyramid style of writing is good for not only reporting in newspapers but also is extremely helpful for web pages. The format helps the writer to get to the point in the very first paragraph, this in fact will also help the reader to decide whether he should continue reading or not.

Restrict one idea per paragraph -
Don’t confuse your reader by complicating the paragraphs with multiple ideas or concepts. Web readers scan the text, so it is better to retain every paragraph short, specific, and concise to one idea.

Include action words -
Readers get into action by reading. So tell them clearly what to do. Avoid passive voice and include call-to-action words.

Use bullets or lists in place of paragraphs -
Lists are easy to read, and remember. Writing bullets or lists helps you identify key things to the reader.

Limit lists to only 7 items-
More than 7 items in any list is considered dangerous from the point of view of the reader. It is not advised to even run a lengthy list.

Include sub-heads-
Sub-heads are clear distinctions, which helps the reader to identify what he is looking for. Include sub-heads to the use and cues to the reader.

Include links in the copy if possible -
This helps the reader find more.

Proof-read -
Never forget to proof-read the content before publishing, remember the spelling, punctuation, and other minor errors drives your reader away.

Imagine your website without content. Can u?

Website Content is an important ingredient in building every website. Finally, it is the website content which woos the visitors to contact you.

Accurate, error-free, and targeted content on a website is always reader- friendly. Every visitor to your site expects information to be visible. He is least interested in spending time or putting efforts to find what he needs.

Hence, website content should be
Highly customized & specific
Easy to read and find what visitors want
Persuading readers with call to action words
Include Keywords which helps search engines to notice the site

Every brochure/catalog is an exceptional marketing tool intended to persuade your customers to finally do business with you.

Some facts about Brochures/Catalogs before we proceed -
successful when paired with niche marketing strategy
preferred to check the market acceptance of product or service
easy to alter, less cost compared to maintaining a sales force
less expensive
better place to provide detailed information

Planning for a brochure is a very important part of the complete process. It is preferred even to plan about every element that goes inside the brochure including design, content, and literally everything. Brochures are effective if it is highly customized, the design, content, graphics, visuals, logo, packaging, and all other things must be professional and targeted.

Important Brochure Design Elements –
When we think of creating a brochure the first thing hitting our minds is the front and back cover, product placements, photographs or graphics relevant to the industry and many more.
Cover page -
Should be visually attractive
Should feature Company name, Logo, Punch line if any
Should have attractive graphics, good colors matching the color of logo
No too much information

Selecting a front cover page image is a crucial job, experts should only do this. In case you are selling sporting goods, the image preferred on your cover page is an image that better represents your product or service to the customer. Using a persuasive image increases chances for the customer to empathize with the your product.
Back Cover
No too much information
Best place to feature new products or services
Never forget to include complete contact information – postal address, mail ids, contact numbers, websites, blog url, etc…
Best places to even put testimonials, clientele

To an effective brochure backside cover page is as important as the front page itself. Many people have the habit of reading the brochures from the last page.

Inside Pages -
Inside left pages are good places to highlight important information. This page catches the eye of the reader once he opens the inside page.

Upper Right-hand corner –
Also called as ‘sweet spot’ or ‘serious spot’ the right hand top corner is a two-page spread. Generally this place is used to mention the company information, vision, mission statements or highlights or achievements of the brand. This is also a place to push your most sellable business identity.

Type faces -
We make a brochure or catalog for people to read it. If your brochure is not readable then even carefully drafted product descriptions will never generate sales for you.

Some tips to make your Brochure readable -
Use not more than 3 typefaces
Using types smaller than 8 pnt is very risky
Vary types by using different colors, size, by making them bold, italics etc…
Don’t think of underlining or capitalizing

Using too many typefaces irritates customer eye and disturbs him to read.
What is the brand image you want to carry?
I remember an adventure sportz company making its brochure with a different hook of its own. They started including small adventurous stories. The result was there was a raise in sale of the bags and other accessories, and also the customers were always eager to receive the next issue of the brochure. This is very important as it clearly distinguishes your brand in the market from the competition.
Consider to -
Find that special thing which you can include in the brochure which is sure to identify and entertain your customer
Create a consistent design theme, so the reader gets familiar with your brochure
The packaging of the brochure should carry all your branding tools like – logo, color, punchline, or any other brand characterization
How to use the product images?
In case if your idea is to highlight a single product, then remember group photos never draw attention to individual products. When products are being photographed try to picture it with a white background to give a floating effect

Should you place Order Forms in brochure?
Misconception with the people is Order forms are for website and not for brochures. But research shows that an order form with the brochure is handy as it makes the customer work out details.

Remember – Forms are important t o even communicate policies, terms of sale, return policy etc…

Printing decides the effectiveness of the brochures -

As discussed earlier – it is advised to decide the format, color combinations, number of pages, paper on which the printing has to be done, final binding and other crucial things before designing or developing the catalog. All these factors affect the cost of printing.

Some most economical catalog formats
standard full-size (8 3/8″ x 10 7/8″)
slim jim (6 1/8″ x 11 1/2″)
digest-size (5 3/8″ x 8 3/8″)

Unique formats of brochures are always attractive and accepted in the market. Be cautious about the printing charges.