Hello!

Welcome to the March 5^th edition of Scribbles!. In our last issue we talked about improving your web site's search engine rankings by encouraging and creating quality incoming links. Since Spring is on its way*, in this issue we'll discuss how a "Spring cleaning" can improve your web site's ranking.

In This Issue

• Simple Search Engine Optimization - Part 3 of 3
• Maintaining, Updating and Adding Content to Your Web Site
  • Creating your own content
  • Acquiring relevant content

Simple Search Engine Optimization (SEO) - Part 3 of 3

   In our previous explorations of Search Engine Optimization we covered relevant content, an appropriate description and list of keywords in your source code, and quality incoming links. This time out let's explore how keeping your content fresh can improve search engine placement.
   Search Engine spiders are set up to scan your web site on a regular basis. Google, for example, will visit your website every two or three weeks. The Google spider will catalog your site and compare it to the cached version stored on Google's servers; any differences will be noted. One of the easiest and most effective ways to keep your content fresh is to update or add text to your site. Not only will this help your search engine rankings, it will also keep visitors interested and coming back for more.

Maintaining, Updating and Adding Content to Your Site

• Creating Your Own Content
     Over the years I've noticed that writing copy for a web site causes many otherwise astute business owners to turn pale with anxiety. "What should I say," they ask, "and how do I say it?"
     It isn't rocket science, so relax — write about what you know. It's about your passion, the reason you started the business in the first place! Writing about it shouldn't be hard. Look at this newsletter, for example. It's not going to win any Pulitzers, but hopefully it will inspire my friends and customers to think about how they can improve their own web sites.
     One easy way to come up with content is to apply an adaptation of a critiquing technique known as Comparison and Contrast: Look at your business, then look at your web site. Is there something that you've changed about the business that bears mentioning? A new or updated product or a more efficient way of performing a service? Put it on your front page! Has your business achieved a noteworthy milestone, such as a 10th Anniversary? Write a few paragraphs about reaching this milestone and have the fresh copy placed on your site.
• 
  
• Pros
  You can laser-target your own copy. The content of your articles will pertain to your business and you can also ensure that the writing is rich in relevant keywords and search terms.
  
• Cons
  Writing copy takes time, more so for some than others. In any case, plan on setting aside two or three hours in order to sort through your ideas and create an outline.
     Once you have completed your article you or your web designer will also be tasked with proofreading it, correcting errors in spelling and grammar, and checking for accuracy of content.
• 
     If writing copy is not one of your fortes it may be a good idea to have a copyeditor buff and puff your piece before having it published. Although no one outside of Google is certain how its Pagerank algorithm works, it's generally accepted that grammar- and spell-checking are part of the software.
     Another option is to commission a professional copywriter or publicist to create articles for your web site. While not as inexpensive as doing it yourself, the results may be worthwhile in terms of site traffic, readability and Pagerank.
  
  
• Acquiring Relevant Content
  Perhaps you don't have the time or the desire to go through the entire process of creating, proofreading and correcting original content for your site. In that case there are resources on the Web that publish copyright-free content. Some of them, such as GetMyArticles.com, even offer to update the content on your site dynamically by simply inserting a few lines of code where you want the fresh content to appear. As with most "off the shelf" components in any industry, there are advantages and disadvantages when using syndicated content.
  
  
• Pros
  Ease of use. Many free content web sites let you copy and paste the articles that you wish to use. On the best sites the articles have been proofread and checked for accuracy of content, although you should still check them for gross errors. That having been said, they are usually grammatically correct and have been spell-checked for you.
  
• Cons
  Free content will not be about you, your business or your web site. Although many content sites offer a diverse list of categories to choose from, the subject matter will be of a more general nature than something written exclusively for your site.
     Most content providers will ask that you credit the Author & Publisher when you use the article. Others will also request that you insert a link back to their site. A few even have links to advertisers embedded in the text that they provide.

Parting Thoughts

Adding to and refreshing the content on your web site, particularly the text content, is a great way to raise your ranking and to keep your site's visitors interested and coming back for more. You can either create your own content, hire someone to write it for you or get free articles from content sites on the Web.
   We've come a long way in our survey of simple Search Engine Optimization techniques. Although much has changed in the past few years, the following still holds true: strong SEO basics remain essential in determining where your site will land in a set of search results.
    In our next issue we'll explore ways to prepare graphics and photographs for your web site. See you then!

Coming March 17

• Web Graphics Made Easy
  • Preparing graphics for a web site
  • Alphabet Soup - JPEG vs. GIF vs. PNG

Best regards!
Ed Moore
www.animai.com