You already know that writing Web content is not the same as writing on paper. There are notably things you can do to ensure that your content is returned by search engines and easily found by users. Here are a few tips:

Write for your readers

The first thing you need to remember is to write for your readers! While you must also draft your text to optimize search engine site referencing, this should be secondary to the needs of your readership. For optimized site referencing, you should write as naturally as you can. You have around 30 seconds to grab your reader’s attention, which makes it all the more important to do a good job of crafting the first paragraph that Internet users will read.

You should also remember that Internet users will not read your site in a linear manner, but rather, move around to what they find interesting while clicking on various links. This is different from a book reader, who will move from one page to the next in a sequential fashion. You must therefore write each page of your Web site so that it is interesting on its own, with the goal of encouraging Internet users to continue reading, regardless of the page that is first displayed when they enter your site.

What style of writing is best for the purposes of site referencing?

Numerous Web writers rely on the well-known concept of keyword density index when drafting content. While some refer to 4%, there is no overall consensus as to the ideal percentage to aim for. Everyone does agree, however, that keywords have an impact on site referencing.

This being said, you should not initially focus on keywords, site referencing and search engines when you write, as this may prevent you from drafting the most natural-sounding article. You will, however, need to bear in mind that your page(s) should be returned among the top search engine results for certain expressions. Once your article is completed, you should read it over with a view to determining whether you could have used more keywords associated to the themes of your various pages.

Keywords include all of the variations of a main word (singular, plural, conjugated, etc.), as well as synonyms and all those words that are semantically similar. Keyboard for this article, for example, could include write, writing, drafting, draft, text, paragraph, article, etc.

You should be careful to not limit yourself to single words. Expressions comprised of several words can also constitute keywords. For this article, these could be: writing for the Web, drafting for the Web, writing for the purposes of site referencing, drafting for the purposes of site referencing, Web drafting, etc.

Optimal length of a text drafted for the purposes of site referencing

There is no optimal text length for the purposes of site referencing. As long as your content follows a highly specific theme, it is usually not worth splitting up your text into several pages. You should only do so if you have a logical reason, and in such a case, should position each page by using specific keywords. For example, you could split up an article on tourism in Montréal into several pages (examples: architecture, restaurants, attractions, Montréalers, etc.).

Other writing tips

• Make limited use of italics and bold font, as these two styles can be very difficult to read.
• Never use more than 3 different fonts in a text.
• Ensure that there are no grammar mistakes.
• Keep your sentences short.
• Emphasize certain important sections (bold, underlined, etc.).
• Use lists (point form).

Resources

To further learn about this topic, we invite you to consult the following reference material:

CopyBlogger
http://www.copyblogger.com/seo-copywriting/

SEO Copywriting 101
http://www.searchengineguide.com/barone/009185.html

SEOmoz links
http://www.seomoz.org/blogdetail.php?ID=1631

The Elements of Style
http://www.bartleby.com/141/

A Guide to Writing Well
http://www.fireandknowledge.org/archives/2007/01/08/a-guide-to-writing-well/

What is Good Writing
http://www.writingcenter.emory.edu/goodwrite.html

Optimal Word Count & Web Page Copy Length
http://www.seobook.com/archives/001986.shtml

95% of all communications sent via the Internet are deemed to constitute spam. This statistic is disturbing and worthy of our consideration. This communication method, moreover, should be used judiciously, with due respect for e-marketing rules of conduct. Failure to do so could result in your newsletters being labelled as “spam” and your company dubbed a “spammer”.
 
Here are a few situations where this could occur:

• When a newsletter includes content other than that to which your readers have subscribed.
• When your mailing lists include addresses such as “info@___.com”.
• When you send your communications to e-mail addresses you’ve obtained from a third party (example: a list from your local Board of Trade) but whose owners have not given you their individual consent (opt-in*). 
• When unsubscribing from a mailing list is difficult if not impossible (opt-out*).
• When you don’t regularly update your mailing lists (example: by deleting addresses that are no longer valid).
• When you suddenly increase the frequency at which you send out your newsletter (example: going from a monthly to a weekly communication).
• When you fail to adhere to technical standards regarding mailings (example: servers transmitting mail at a high throughput).

To avoid having your newsletters tagged as spam, make sure you have recipients’ consent (opt-in).  Some senders even take the added step of obtaining this consent twice (double opt-in).

* Here are a few buzz words that you need to know:
 
ACTIVE OPT-IN: The Internet user must voluntarily check a box (or make a selection in a dropdown list) to be added to a mailing list.
 
PASSIVE OPT-IN: An affirmative response is already checked (in a box) or selected in a dropdown list.
 
DOUBLE OPT-IN: The Internet user who subscribes to a mailing list receives an e-mail which he must reply to in order to confirm his subscription. This double opt-in thus serves to protect Internet users from malevolent subscriptions by third parties, in addition to enabling a sender to validate e-mail addresses.
 
OPT-OUT: The opt-out enables an Internet user to unsubscribe from a mailing list to which he was previously subscribed (with or without his consent).
 
- – -
 
One good rule of thumb: Remember that the Internet user is the one granting you the privilege of opening and reading your electronic communication, and not vice versa!
 
Also make sure that there exists a business relationship with recipients (or that you have obtained consent) before sending out newsletters.
 
Lastly, you should not attempt to instantaneously become a mass marketer. Various rules must be followed, and numerous products are available to help you send professional messages. We invite you to visit the Cyberimpact.ca site to learn more about the features of one such product.
This article was posted at 12:04 p.m. on Monday, November 17, 2008 and is available under cyber newsletters. You can read comments and responses to this post via RSS 2.0 feed. You can also post a comment or do a trackback from your own site.

In conjunction with its New York partner Mercury Communications Group, Cyber Generation designed the new Web site of the United States’ national curling organization USA Curling.

“We’re very proud of this achievement, which solidly attests to our growing presence in the U.S. market. We’re currently working on a number of projects in the United States, and will be launching the sites of several international celebrities over the coming weeks,” notes Cyber Generation President Francis Lalonde.

Curling is a sport that has significantly grown in popularity around the world, especially since the last two Winter Olympic Games. During the last winter games, in fact, curling was the sport which Internet users searched for the most on the Web.

Cyber Generation and its partner Mercury Communications Group are proud to announce the launch of the new Web site of “Garden of Dreams”, a non-profit organization with the mission of bringing joy and comfort to children in challenging circumstances through the magic of Madison Square Garden and its sports teams, celebrities and events.

Through its association with Madison Square Garden, the organization has collaborated with the New York Rangers, the Knicks and MSG Entertainment, to name just a few, as well as having access to some of Manhattan’s most famous venues, among them Radio City Music Hall, the Beacon Theater, the Wamu Theater and of course, Madison Square Garden.

Through its activities with around half a dozen New York hospitals for sick children as well as organizations dedicated to bringing hope to kids (the Make-A-Wish Foundation, Ronald McDonald House, and the Starlight Starbright Foundation), Garden of Dreams has over the past two years made the wishes of over 77,000 children come true.

Cyber Generation is proud of its partnership with this renowned New York humanitarian organization. In the past decade, Cyber Generation, a company from Terrebonne, Québec, has created over 500 Web sites, many of them for personalities or companies in the sports and entertainment industry.

The Grands Ballets Canadiens de Montréal are establishing a strong Web presence! The new GBCM site, now online, proudly boasts new colours and is henceforth a dynamic and comprehensive promotional and information tool which will be kept continually updated. The Web site was created through a partnership between GBCM and Cyber Generation, an interactive communication company founded in 1997.

The revamped Web site aims to help Internet users learn more about the world of the Grands Ballets: performances, tours, galas, fundraising events, community activities, etc. With a new section called “Behind the Scenes”, the public can, with a few clicks, explore what happens backstage in the world of dance. Internet users can also learn more about the Company’s activities in Montréal and on tour, through video clips, audio clips and pictures taken during rehearsals, performances and meetings. They can also watch interviews with choreographers and take a tour behind the scenes. 

Clear and simple texts, dynamic modules, an ergonomic design, a simplified search engine and menus, a discussion forum where spectators can post their comments (to come), a “News” section with timely content: the entire site has been created to draw in Internet users and make them want to continue the experience in a “live” setting, namely by attending a GBCM performance. The site also aims to involve spectators, offering them the option of subscribing to an online newsletter and entering various contests. These tools are an efficient method of enabling GBCM to better understand its clientele, increase customer loyalty and improve the quality and frequency of its communications.

Other innovation: During the 2008-2009 season, Internet users can subscribe online and make donations, 24 hours a day, by clicking on the link CanadaHelps. The security of these transactions has notably been ensured.

Over the past ten years, Cyber Generation has created around 500 Web sites, many of them in the arts. The new site of the Grands Ballets Canadiens, and more notably its graphic design and the underlying technology, was inspired by this experience. “Cyber Generation is particularly proud of our role in this project,” states Stéphan Lestage, the company’s Vice-President, Communications.

“The Grands Ballets’ history is steeped in creativity and passion, and this new site was designed to relate this history through visuals and text. The site is a reflection of our personality, our desire to make the world move in a different way,” explains GBCM Executive General Alain Dancyger.

Cyber Generation is proud to announce the new Web site of California Angels’ baseball star Torii Hunter (www.toriihunter.com).

The site was primarily designed to promote exchanges with Torii Hunter’s fans, and includes various tools to allow Internet users to learn more about their idol. Fans can, among other things, join the Torii Hunter fan club to obtain breaking news about their favourite star and communicate with him directly.

The site also features the “Purple” contest, created to encourage the public to vote in favour of Torii Hunter’s participation in the next All-Star Game. Contest winners also get the chance to spend a private evening with the star player in New York. Unfortunately, the contest is only open to U.S. residents.

The Torii Hunter Web site was created in conjunction with our New York partner, Mercury Communications Group. Various other major projects in the United States will be unveiled over the coming months. To follow…

Cyber Generation is proud to announce the launch of its new Web site Cyberimpact, a promotional site unveiling our new tool for the distribution of marketing e-mails.

In addition to the “Features”, “Testimonials” and “Price chart” sections, the site offers companies the opportunity to personally observe the benefits of Cyberimpact during a free, 10-day trial period.

We are also offering an added bonus, in the form of a program for Cyberimpact resellers.

Why not discover the marketing tool responsible for sending out over 25 million e-mails to date?

Please contact us if you’d like to learn more about Cyberimpact:
450 964-2268, 1 866 964-2268, info@cyberimpact.ca

From our original group of 3 employees in 1997 to the 23 resources who work us at present, and from the first Web pages we created to the development of sophisticated management tools, Cyber Generation has grown by leaps and bounds in relatively little time. In this ten-year period, we have completed over 1,000 projects, including around 500 Web sites, and were one of the first companies to create affordable management tools for small and medium-sized enterprises. To all of our clients who had faith in us during this time: thank you. These include the Office touristique des Basses-Laurentides, Le Versant golf course, Patrick Groulx, Plancher 640 and several major corporations, among them: Alimentation Couche-Tard, Société Radio-Canada, Desjardins, Transcontinental and Costco.

Cyber approach

This year, we began offering clients a new service: our Cyber approach. This initiative rests on our belief that a Web site must be planned, much like the building of a new retail outlet or branch. A Web presence should be more than window dressing, which is why we approach each project by discussing various business issues such as marketing and profitability. This enables us to ensure that Web initiatives represent an investment rather than an expense.

Four impressive achievements

Louis-José Houde
At Cyber Generation, we are increasingly focusing on profiling and loyalty. The Web site of popular comedian Louis-José Houde (www.louisjosehoude.com) is a good example of this. With fan membership having quadrupled over the last few months, it is a shining example of our ten years’ experience at work. The concepts applied to the site’s development can notably also be used for corporations.

Cyberimpact
Cyberimpact, a powerful tool for the automatic transmission of customized e-mails, is an efficient and relatively inexpensive method of reaching clients and accurately measuring results.

MyFRM
This tool allows for managing a large volume of requests for information. With its artificial intelligence system, the solution analyzes the contents of e-mails, classifies them, and proposes the best possible response. MyFRM was developed in conjunction with our U.S. partners, whom we have been working with for over three years, and is currently used by thirty or so athletes, among them Serena Williams (tennis) and Torii Hunter (baseball).

Costco
One of our most rewarding achievements is undoubtedly Costco’s Intranet system, which was designed to enable the efficient and effective management of the retailer’s sales force. We are notably exchanging with Costco as to the possibility of deploying the tool to other countries.

Mentions and accolades

The last ten years have seen us win a number of awards. Over the last few months, we were awarded a prize in the Boomerang competition (Media and Entertainment category, Web site) for Louis-José Houde’s Web site. We also won a Grenier d’or for our interactive Christmas card, PatNoel.com.

Recruitment

Over the last few months, we have expanded our offices at Terrebonne’s Centre de la nouvelle économie (CNE) and would like to hear from qualified resources interested in joining our team. There is currently a lack of qualified employees in our field and while many skilled resources tend to look for work in Montréal, Cyber Generation is proud to offer interesting jobs with conditions and salaries equivalent to those found in the Montréal region… but minus the traffic jams. We invite all of those who would like to be part of Cyber Generation’s ongoing growth to contact us.

What’s next?

The Cyber Generation team is heading into the next decade with more optimism than ever before. With interactive communications nearly omnipresent in today’s business world, our approach focuses on supporting our clients throughout the solution implementation process. With a number of major projects lined up for the future, we will be counting on our team of experts, of whom we’re notably very proud, to help us continue to move forward. The future looks extremely promising.
This article was posted at 10:59 a.m. on Tuesday, July 15, 2008 and is available under press releases. You can read comments and responses to this post via RSS 2.0 feed. You can also post a comment or do a trackback from your own site.