Archive for the ‘SEO’ Category

by Karla Fetrow

Custom writing seems like a fancy way of saying, “I’ll write what you tell me to write”.  Since there are many freelance writers offering exactly this type of service, you may wonder what’s so special about tacking the word “custom” in front of writing.  Custom writing for Fort Worth means a lot more than identifying a few choice keywords and stringing them strategically across the page. It means delivering quality blogs using the writing style you feel works best for your company.Some companies like to liven up their sites with a little humor.  This can be a very good tactic.  A bit of humor serves two purposes; as an ice breaker for displaying a personal side to your business and as a means of attracting interest.  The advertising world has long been familiar with the use of humor – the most unforgettable commercials are the humorous ones.  Humorous custom writing for Fort Worth can consist of satire, amusing anecdotes, peculiar facts, colorful word choice or exaggeration.

Custom Writing for the City of Fort Worth

Technical or highly professional occupations prefer to trim the fat for their business sites.  They generally prefer custom writing in Fort Worth to reflect their own professionalism, with clear, concise statements and information.  They want their custom writers to have a knowledgeable voice and a strong grip on their English language skills.  This gives the reader confidence that the professional service is adept in every way.Charities and causes depend greatly on emotional appeal for their custom writing in Fort Worth.  The custom writer must be able to write passionately and with a great deal of sensitivity toward the subject matter.  If the purpose of the site is to promote animal adoption, the client may wish a tender story concerning an adoptive pet or if it’s autism awareness, reflect the type of world the autistic child sees.

The most common voice for custom writing is a conversational tone.  A conversational tone reads easily and attracts a broad spectrum readership.  It’s friendly, reflecting a business that treats its customers personably and equitably.  It stimulates reader appeal through a casual approach that is both informative and engaging.  It may use occasional humor, anecdotes, experiences and a sense of adventure.Custom writing is the best way to secure professional blogs that will help your business site grow and gain high page ranking in the search engines.  Good custom writing for Fort Worth interests other sites that may wish to establish quality links and request or accept your guest blogs.  It builds strong relationships with other Fort Worth services, adding to the attractiveness of the community as a good place to visit, live or do business.

When using blogs to promote your business, you should take advantage of your social media sites, such as Facebook, LinkedIn and Twitter to drive readers to your page.  This can be easily done by copying and pasting the page address to your status.  By keeping your social network accounts active, your fan base will take an active interest in your custom writing for Fort Worth.

There are a few misconceptions concerning the use of custom writing in Fort Worth. Some companies feel one or two successful blogs are enough to keep their site active.  This strategy works for awhile, but to maintain high page ranking in the Google index, it’s necessary to refresh your blogs on a regular basis.  That successful blog can eventually become a forgotten one as other businesses polish up their custom writing for Fort Worth.

The Scope of Custom Writing in Fort Worth Marketing

Another misconception is that a blog that does not initially receive a great many hits is not a successful blog.  Some blogs receive very little attention when they first come out because of major news events, seasonal fluctuations or competition in general.  However, they may remain a long time in the search engines as Google algorithms are very sophisticated; learning to recognize writing style, appealing messages and potential reader interest.  A blog written four or five years ago can turn up in the search engines over and over, accumulating reader interest with time.

Patience is the main criteria for custom writing.  It takes time to establish your business as an interesting site readers will wish to return to over and over again.  It takes time build your network and receive solid page ranking in the Google index.  Good content and frequent activity are the keys to success in building a site visible to the millions of Internet users.  By choosing the style of custom writing that best represents the personality you wish to portray for your business, you are one step closer to your business’s Internet success.

How Do You Figure Out Return on Investment for SEO?

This is one of the most common questions we are asked in the SEO industry. How can we possibly justify spending all of this money if there is not a sure way to track return on investment? Easy answer: there is a way to figure ROI—in fact, there are a few ways. However, it’s more of a complex theory of Return-On-Investment, which is why many small business owners continue to resist investing in SEO today. However, figuring SEO investment is only as difficult as you want it to be.

The principle behind website return on investment is that you must measure your success…in fact, measuring your business and your industry, is the only way you can possibly understand where your profits and losses are coming from. Many small business owners are merely eschewing their responsibilities to track their success, line by line, day by day. Measuring profit and loss only by sales and expense statements is very limiting and not at all an accurate reflection of long-term SEO success.

How to Figure Out Return-On-Investment for Online Marketing

Tracking ROI can be as simple as tracking the percentage increase in traffic or revenue. It’s fairly easy to count up the cost of your sale or to buy software that itemizes these results for you. You start your journey by calculating the total revenue you have made (from all applicable avenues) and then subtract the cost of SEO investment. Obviously, if you’re spending a huge investment in SEO and not wielding any extra profits, then there is a major flaw in the SEO strategy which could be anything, including:

• Poor call to action or a lack of emotional connection to the viewer
• Unclear or confusing subject matter
• Pricing problems
• Poor keyword choices
• Search Engine penalties
• Low quality links or a bad web hosting company
• Too much competition for your keywords
• You’re too impatient
• Marketing approaches and writing style
• Headlines and subheadings
• Website formatting and layout

Yes, one challenge in SEO is having the patience (not to mention the capital) to invest in SEO for the long-term. This is because sometimes search engines do take their sweet time indexing a new site. If the site is new or rarely updated, the search bots will not check for new content every day. For that matter, sometimes new trends in SEO take a few months to develop. SEO algorithms also change on a frequent basis.

It is often recommended that you create a company profit and loss sheet for the past six months and projects for six months down the road. In essence, you are buying/writing content and links today to see profit tomorrow. Therefore, try to view SEO marketing as an ongoing need.

How To Figure Out Return On Investment for SEO

It’s even more complicated when you have to track ROI by only SEO and website and “metric” data. Sometimes it’s not a matter of tracking hard sales. The best strategy is to record all of the data you can get your hands on and then start creating a list of productive company goals. For example, you could start assigning a monetary value to data such as:

• Your total traffic on a daily, weekly and monthly basis
• Your number of conversions (viewers who becomes paying customers)
• Signing up for a newsletter
• Signing up for a free membership
• New “leads” (contact information left behind)
• Total page views or total site hits
• Total unique visitors
• Total social media “likes” or respond postings

Once you identify the key data (i.e. conversions or total traffic) you can attribute a revenue number to that item. Here is common example. You might assign five bucks for revenue per conversion. With that number, you could project: 50,000 incremental visits at an average conversion rate of 5% (which you observe through metric) and five dollars of RPC. Therefore, it’s 50,000 x 5% x five dollars per conversion. In this case, your figure would be $12,500.

Another method of tracking ROI in SEO is the Cost Per Lead or Cost Per Sale method. You can figure this out by determining the cost of each customer. For example, if you spend ten hours in one week then that will eventually turn into 250 hours over the next six months. Now compare that with your gross profit: $2,000 or $500 net gross. So the gross divided by the total hours would be equal to $2 per hour. Realistically speaking, are you making back the time-money you are putting into your SEO work?

One more formula to consider: the average customer lifetime value, assuming you acquire some lifetime customers. Let’s say each customer spends an average of $50 on your site each time they visit. However, they only order five times out of the year. Further research reveals they only stay loyal to your company for about two years. Still, each customer (on average) manages to bring in two more referrals. Thus far, you have $50 x 5 (five times a year) and x 2 (for two years). Each lifetime customer is worth $500. Now, counting the referrals, you have made $1,500 according to your “customer lifetime value” formula.

Other Items to Consider in How to Figure Return On Investment

However, you can’t stop there. There are many types of ROI formulas you can look into. For instance:

• How many keywords are actually driving traffic? (And most likely, you are paying an SEO company by the number of keywords, which each encompass a page) This is what you call “conversion rate per keyword”)
• How many landing pages are driving traffic to your site?
• Are your sales/leads increasing or decreasing? How much success can be directly attributed to your online campaign?
• How have your overall sales and leads changed over the last six months and what specific SEO campaign can that success/failure be linked to?
• SEO vs. PPC vs. Email vs. Banner Ads
• Search engine rankings and how your site moves in SERPs
• What other websites are sending you traffic and what is the conversion rate?
• Incoming links
• Pages indexed through the top search engines

SEO marketing is all about close tracking and goal setting. This is the only way you are ever going to “see” Return-On-Investment…by looking for it between the lines. It’s up to you to determine just how important ROI tracking and investigating is to your brand. Don’t give up too early just because you don’t understand where the money is going and where your customers are coming from. Talk to an SEO custom writing firm that can help you understand!

How Soon Does it Take for Google to Find Your New Content?

This is actually a big concern among many small businesses investing in SEO for the first time. There’s nothing more disheartening than spending a huge investment on content writing only to discover you can’t even find yourself in a search!

How long should it take for the search engines to find your new content? It really depends on a number of factors. First and foremost, you have to consider how well connected your site is in the first place. Every website should have a sitemap, and that sitemap should be submitted to all the major search engines. (This is not the same thing as “website submission”, a somewhat antiquated feature) Sitemap files can uploaded directly to a site, such as Google, Bing, or others, or you can automatically “ping” the search engines using a fancy WordPress plugin. (Or any CMS software for that matter) Then, you can change settings on how often you want web crawlers to come check for new content.

Understand that less popular websites, or websites that rarely update their content, may take longer to be indexed. The search engine company decides how often new and virtually unknown websites are crawled. On the other hand, popular websites, or websites that are connected with popular websites through internal and external linking, can be crawled and searched in as little as 30 seconds! Some of the most sophisticated blog sites have automatic “ping” features that alert search engines to crawl new content. Then again, if your site has been inactive for a while, then even Google’s own Blogger.com may take a long time to find your new content.

You will be downright amazed at how fast news sites and even your own blog goes “live” on the Internet if you have the right connections. This is not to say that Google (and other sites for this matter) are always so fast. For instance, sometimes search engines take their sweet time in counting new backlinks, and raising your PR ranking accordingly. Besides, who is to say that all backlinks really count nowadays, considering the many changes resulting from Google’s recent algorithm updates?

If you have a small business, focus on installing a sitemap plugin or using an automated submit a sitemap feature first. Then, focus on creating content on a regular basis so that the search engines don’t start ignoring you due to inactivity. Keep things consistent and you will eventually create a strong presence online.

A Report on the New Google Penguin Update

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Well, if you are just hearing the controversy about Google Panda (and the many online businesses that suffered) then you are about a year removed from the latest news.  Google Panda happened in 2011 and rocked the SEO world because it penalized many businesses that thought their SEO strategy was just fine and dandy.

What You Missed with the First Google Algorithm Update

The Google Panda “algorithm” was said to lower the search rankings for “low quality sites”; namely, to accomplish the following through artificial intelligence:

  • Poorly designed sites were penalized
  • Untrustworthy sites were penalized
  • Sites with heavy ads but little in the way of content were penalized
  • Higher quality sites (especially corporately owned sites) were rewarded
  • News sites and social networking sites were rewarded

Supposedly, Panda’s design was to mimic human reactions to search engine rankings, and so human quality testers rated “thousands of websites” based on design quality, trustworthiness, speed and whether or not the user felt compelled to return.  What made this algorithm update particularly devastating was the fact that Google penalized the entire offending website and not just individual webpages.

So, what you missed in 2011, was Google Panda wreaking havoc on many established companies, tons of company owners and SEO firms complaining about Google Panda (and desiring to start a class-action lawsuit against Google) and then many websites “repairing the damage” by refocusing on some SEO basics.

Now, we’re in Round 2 of the Google vs. SEO war and the new update to the algorithm has been named Google Penguin (perhaps name after Danny Devito’s “Penguin” character in Batman Returns?  Hmm…maybe wishful thinking there).  Google Penguin is the follow up update (launched this past April 2012) and has already slapped many in the SEO world, knocking them down in the rankings—which is basically a death sentence because of today’s one-page-surfing attention span.

What Does Google Penguin Do?

Google Penguin’s basic directive is to punish websites that “over-optimize”.  If the Panda update was to penalize websites that spammed the Internet, then Panda’s MO is to penalize sites that try too hard to be SEO-friendly—without necessarily being people-friendly.  Another way of looking at it is to say that Google wants to punish black-hat SEO (blatant SPAM), reward white-hat SEO (quality writing), and dilute “gray hat SEO” to be whiter.  (In this context, gray sites are in the middle; they have some quality content but take lots of shortcuts to save time)

An idealist might say that only the sites that “recycle content”, or rewrite and republish content of exceptionally low quality (a.k.a. content mills) are going to feel any Panda/Penguin repercussions.  For the first Round of Panda (although technically, Panda has been updated repeatedly throughout 2011 and 2012) most webmasters took the new warnings to mean Google was penalizing sites that were “grayly” rebelling against its new high standards by:

Cloaking: Creating one site for users, and one site for search engines.  Not fair, since Google wants to create a search engine for human beings, that just happens to be run by robots.

Keyword Stuffing: “Over-optimizing” SEO by adding too many keywords into web content.  This isn’t really fair practice, because in theory, a low quality site that published 100 pointless articles and 1,000 keywords and links for a basic phrase would overpower a quality site that published a few articles a month and used targeted keywords naturally—as in normal human conversation.

If you’re one of the many website owners wondering why your site “fell off” of Google’s search rankings with the latest Penguin update, then you’re probably assuming it was for one of the following reasons:

  • You failed to update your old website content to conform to Panda’s standards.
  • Google realized a lot of your regular content was over-optimized, keyword excessive or read too much like a content mill.
  • Google realized there are just many other websites that had better content than you.
  • You never updated your site with new content, and so fell for non-Panda related reasons.
  • You didn’t send Matt Cutts or Larry Page a Christmas basket last year.

Google Penguin and Google Panda Casualties

Google Penguin casualties are just now being revealed, and two surprising domain names come up: Ezine Articles and Blogger.com.  Ezine Articles, at one time the top SEO directory in the world, just barely survived the first round of Panda and immediately deleted many of its “lower quality” expert articles to conform to Panda’s roar.  However, Web Pro News later reported that Ezine was struck last April (after Panda’s debut in February) and dropped in SEO visibility as much as 93%.

Business 2 Community reported that Blogger.com, the Internet’s top blogging site not affiliated with a social network, also felt Penguin’s pecky little wrath, falling in SEO traffic by 16.6% within a month.  While it’s easy to point the blame at overall domain name depreciation, the facts show that Google still attempts to even the playing field.  Google owns Blogger.com, and is certainly not going to penalize the entire website for having some poor quality content, since that would be shooting itself in the foot (or paw, or claw, depending on which Google animal we’re talking about).  Meanwhile, individual blogs and posts on blogs of low quality could still be buried in search results thanks to a sophisticated new technology of filtering out bad news bloggers.

Despite the trend for many SEO firms to abandon Ezine Articles and other catchall directories to focus exclusively on blogging, sites like Ezine Articles still retain a high rating overall, according to Alexa, who ranks the site 316 in the world—formidable.  This indicates that while some quality pages are still being rewarded, domains and complete websites are not enjoying the same momentum as before.

Google’s own Matt Cutts explained the company’s motivation in updating the algorithm yet again, this time targeting on sites that exploit keyword density and poor quality linking, which could compromise an SEO firm’s linkbuilding strategy if more attention is given to writing but at the expense of quality links and coherent “anchor text”.

Google Penguin and Panda Lessons

Now consider another possibility: Google Penguin is finishing the job Panda started—which is to penalize low quality sites, but also to reward sites that publish above-average quality content.  Think magazine style perspectives.  Think newsworthy information.  Think original style and professional article formatting rather than standard SEO questions and vague answers that fill up space.  Consider the possibility that your website has been assaulted by an irate panda and hostile penguin solely for the reason that it doesn’t read like a higher quality site (i.e. The New York Times or The Huffington Post) but more like a page created only for repetitive SEO work.

The simple logic is that if you are marketing yourself as an expert you would not (or should not) write a lowbrow SEO article made up of mainly multiple keyword phrases, and rhetorical questions and answers to fill up space.  It makes you look bad and it makes the search engine that links to you look bad.

When you “invest” in SEO marketing today, you have a choice: to buy higher quality writing or higher quantity writing.  The direction Google seems to be pushing us in is the higher quality route, forcing us to write like professionals, like journalists, and to avoid the SEO clichés that the industry has coasted on for the past ten years.

The best way to avoid Google’s animal wrath in the coming year is to read more, write better and brand your company logo with quality—the sort of thing we used to care about before first generation SEO experts taught us to be lazy.  Now we eagerly await the next incarnation of Google’s algorithm update that changes all the rules…perhaps Google Panther?

My Experiences with Google Panda

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Not since the film Kung Fu Panda has a panda been such a firestorm of negativity and face-palming. However, it’s the kind of thing we in the SEO world love—not just because it makes a great blog topic, but also because we just love searching for funny panda bear pictures that help to illustrate our frustration.

The Idea Behind Google Panda

Google Panda is actually a very good thing in theory, and it’s the type of algorithm change we all say we want, because it promises to reward sites that produce relevant, well-written and dare we say, even professional content. Google claimed the update would hurt “content mills” the most, that is, the sites that blatantly and un-creatively reproduce the same article over and over again, and that also litter their pages with obnoxious ads. In theory, Panda was supposed to be the triumph of good writing over borderline plagiarism.

However, when Panda actually did come out in 2011 and took a ferocious bear-bite out of the Internet publishing world, everyone thought everyone else would suffer. Little did they suspect that only big name sites would report major traffic, while smaller “big” sites would suffer search ranking losses. It appears as if the Internet world miscalculated one important point: that it in penalizing “low quality” sites, Google had to determine what sites the online viewing public thought were of exceptionally low quality. Not, who webmasters disliked, but who everyone disliked. It turns out not everyone was a fan of Ezine Articles, E-How and other sites that just barely had an editorial process. (E-How’s editorial process was particularly confusing to me; they were so intent on producing succinct writing, that when they edited my articles, they cut out 50% of the research and references along the way)

When they forced the issue and asked online viewers what sites they really trusted, is it any wonder that they named well-branded companies like The Wall Street Journal, Entertainment Weekly and CNN—the sites that have earned a big name reputation through mass marketing and by quality magazine style writing, in print and online, as opposed to intelligently “spun” and brilliantly recycled content?

Sore Losers or Frightened Little People?

This news caused an uproar in the Internet world and actually led to the unthinkable: multiple companies attempting to sue Google for un-inviting them to the party. The end result, from my vantage point, is that Google’s algorithm update actually inspired a lot of positive activity. It made every company out there stop and consider the point-of-view of the audience, and ask whether or not its content was truly reflective of a professional, experienced and educated website.  Is this article really making the Internet itself look good-or it is making us look more like the Idiot and Dummy book generation?

When a monster moves, the village reacts. To not react is a big mistake. Google is the monster in this scenario. Are we preparing for disaster and monster-proofing our content and our site?

You’re Not Anybody Until You’re on the News!

I can personally attest to experiencing both some highs and lows from Panda’s update—one of my Google News cited articles written for a client earned a great reception, and actually benefited from Google’s begrudging “context” standards, having been linked all over the Internet, thanks to a viral explosion. On the other hand, some news stories I worked on never made it to Google News because they were apparently too bloggy for the mainstream. However, they were always on the Top 10 overall searches for longer niche keywords.

To this day, one of the main sites I write for is consistently linked in Google News with popular niche keywords, and its normal search results are wonderfully instantaneous. Just the value of having an “instantly Google-able” site is priceless. So my first tip to SEO newcomers out there hoping to conquer the Panda dilemma is to aim for news. If you can’t make Google News because of a lack of content or lack of professional news stories, then pay your way into the mainstream by buying more press releases. These “news source” links will help you overcome Panda’s vicious paws.

Other Suggestions for Google Panda Improvement

Another suggestion: make sure all of your pages are linked together (for strong internal structure) and that the site format is clean, hopefully free from excessive ads, and easy to navigate through the pages. When it’s time to seek out external links, don’t waste your time on local sites, buddy sites and sites that could bring you “mutual benefit.” Go for the higher PR sites, magazine sites, news sites, and other websites that have high brand awareness—the sort of brand awareness that automatically generates traffic. (You can check the PR rank of a site for more information as to what is really worth your time.

Keep your site updated regularly. One of the reasons my pet client site does so well and is so instantaneously Google-able is because the client updates it weekly, six feature stories a week. If you continue to update your site by the month or by the week, the search engines cannot forget you, because now you’re helping them to create the news. To reiterate, that magazine had six different, quality stories posted-meaning they avoided wasting pages.

It turns out even in the world of virtual real estate, recycling is still a big deal. The Internet giants want to conserve web space and so are declaring a penalization war on sites with a plethora of low quality pages.  Wasting virtual paper…almost more unpopular than wasting real paper.

All in all, my experiences with Google Panda have left me optimistic. I am still relieved to know that quality articles are not ignored in favor of big budget marketing (including companies that can buy 100 pages of lowbrow content). I am also flattered to be considered a legitimate source of information by Google and its profound Panda logic, comparable with The Wall Street Journal. 

And lastly, because so many of my search requests end up going straight to Wiki Answers, with its marvelously succinct three word Q & A replies, I am also confident that it’s not too late—no, it’s definitely not too late—to make friends with the panda.

Can You Tell Me How to Write Web Articles?

Years ago, “to write” meant to tell a story, change a life, entertain a new perspective. Today, in an Internet-mad world of instant communication, “to write” is to survive. If you want to remain a competitive company and market your products and services to today’s generation of online users, you must learn how to write web articles.

Writing is not as hard as you think. While an author might tell you that writing is a discipline that cannot be easily conveyed in a few web tips, you must understand that there is a big difference between effectively telling a brilliant story and writing in order to send a message to the public.

Anyone can write. If you can talk you can write. If you can create conversation and dictate what you think or say, you can write. If you can use spell-check and proofread your own sentences and paragraphs, you can write. The answer for how to write web articles is as simple as a keyboard, a computer and an Internet connection.

We’ll worry about storytelling and reaching Hemingway-like heights later on. For now, become acquainted with writing as a form of communication, not an art form. You must conquer your fears of writing by simply communicating on the web without pressure and without any self-consciousness as to your abilities. Try visiting a forum or commenting on a news story. Interact with people who reply to your words. Though this may seem like a simple task, to do so is “to write.”

4 Steps for How to Write Web Articles

1. Create an outline and one overall message for each web article.
Determine what you want to say and then outline the work so that you can stay organized. The outline consists of your main point as well as subheadings that you want to touch upon. The easiest way to organize an outline is to divide it into three parts: an introduction, a body and a conclusion.

2. Create an introduction.
The introduction must rouse interest in the subject. There are plenty of creative and natural ways to grab a person’s attention. (Think about how you first approached your husband/wife or about how you start a conversation with someone in the park) If you’re not the creative type, it may suit you better to stick with the basics while you’re still learning. You can:

(A) Make a statement.
(B) Ask a question.
(C) Propose a scenario, usually one that requires a solution.
(D) Quote someone of authority making a statement.

You will notice that most web articles you read online will have one of these four introduction types.

3. Create a body of text.
The body of text is the part of the document that is going to prove all of your points and convince the reader of your message. This section may focus on technical knowledge, or may involve building a foundation of logic that persuades your reader to see things the way you see them. Remember when learning how to write web articles that you are simply answering a single keyword request–that is, one issue that a reader wants to learn about. Do not include too much information or you will obscure the main point. Focus on the main topic and build all sub-thoughts around that main topic.

4. Create a conclusion.
The conclusion serves two purposes: it summarizes the main points of the article (or at least alludes to them) and also calls upon the reader to take action, based on what he/she has learned.

In essence, business writing for the web simply involves drawing a reader into a conversation. It has more to do with sales than with producing art or conjuring up complex rationals of thought.

The best way to learn how to write web articles is to get involved in online conversation and to discern what the world is thinking. Don’t hold back from writing, speaking, or communicating. You will only improve as your word count increases.

Custom Writings Permeate the World

Welcome to Renaissance Writers!  This is our first blog and we’re excited about the year ahead.  As of this writing, there are ten months left in 2012 and that makes for plenty of productive writing time.  No doubt, this year much creativity will be shared.  New novels will be written.  A few books will be published and reach bestseller status.  And millions of companies around the world will look into online marketing solutions through SEO (Search Engine Optimization) and custom writings.

Despite coming from various backgrounds of creativity, what we all aspire to do is to permeate our business with a higher caliber of writing.  It is a growing trend and it is long overdue, considering the poor associations that “commercial writing” and “Internet writing”  carry.  Today, however, online viewers have higher expectations and they are no longer satisfied with the peripherals.

They want expert-level advice, and if they don’t get it from you, the entrepreneurial web merchant, they will hit the “back button” and find a company that gives them the depth they desire.  It is time to take our writing seriously again.

Besides quality writing, another growing trend is that of custom writings–personalized, individualized content that reaches a targeted audience.  Traditionally published books are written with a targeted audience in mind and are often “customized” to an editor or a publisher’s preference, vastly changed from the original author’s vision.  Yet, even these altered books do not reach the same level of customization that defines web writing. When you write for the Internet, you are writing for a specific online viewer who wants his or her requested information–nothing more or less.

Custom writings correlate with customized search results, customized browsers and customized advertisements.  I recently had a conversation with a friend of mine regarding these “custom tweaks.”  He was quite proud of himself for earning a top Google Image search for a rather broad keyword.  Imagine his disappointment when I informed him that his picture, which came back as the Number #1 “sponsored” search, was actually a customized search return created solely for him by the very perceptive, the very sneaky Google search engine.  (Read more on Google’s new search policies)

Yes, Google is now tracking individual users’ web history and creating customized search results.  All of this customization paints a clear picture of the modern marketer’s writing style: adaptable, personal and highly specific.   One might even call that style “improvisational”, considering the many geocentric approaches, uncommon keywords and niche subjects that often come up in a custom writings request.

The ultimate lesson here is that it is no longer “your Internet”–that of the merchant.  Tread carefully, because you are now using the consumer’s Internet.  Be prepared to customize the message to perfection.  Custom writings do permeate today’s world.  As a seller, are you part of that world?