Writing content for internet marketing follows some principles similar to writing for any print publication. Since search engine rankings are influenced by web writing, any plans for search engine optimization will have to include good and compelling content.

Although good content is a crucial element to search engine results, other factors are also considered by spiders when they index websites.

Owners must be aware that simply having key words and phrases sprinkled throughout their site would not make users return. To encourage user traffic, content must be well-written, updated and interesting. Polls also show that top-ranked search engines also featured links that lead users to other areas.

Site owners would benefit if keywords are significantly differentiated in terms of their font, font size and style – making it easier for searchers to spot them while scanning the site.

Although witty headlines can attract attention, care must be taken that clarity and simplicity are not compromised when writing content titles – as an excessive play with words would not help search engine spiders. Writers must also ensure that a paragraph is focused on a single idea and avoid developing into a sales pitch; the key is getting the point across using plain and simple language.

Before taking action to develop a searchable site, content writers have to establish the target audience and organize their ideas accordingly. For example: fans of the National Basketball Association would naturally “lock on” to writing that mentions Tim Duncan, Michael Jordan and the league’s other current and former superstars.

To ease the process, writers can turn to their family, co-employees and friends for ideas in terms of what they would seek given a specific topic. Writers can also refer to magazines, industry newspapers, academic and business periodicals in both print and online editions. It may also help to secure subscriptions for topics that are dynamic and require regular updates.
Membership in online discussion groups and forums also provide a rich source of ideas and opinions for topic research.

A search-friendly site is generally characterized by keywords and phrases that help establish the category under which the site is expected to appear in directories and search engines. These targeted words are also usually the ones individuals use as search terms to look for relevant sites.

When viewed in terms of hits, a writer can establish how successful a keyword or phrase is to the search engine based on keyword frequency, location of the keywords on the site and positioning among keywords.

Writers have to create a list of particular words and phrases searchers are expected to use, and include these in their content and on the site. This will increase the likelihood of a high percentage of hits and a similarly high number of crawlers and spiders finding the site.

Some tools that will help the searching process are the Google Adwords Keyword Tool, the Overture Keyword Selector and the fee-based Wordtracker.

blogs also present another tool for internet marketing, as their site architecture makes them a natural target of search engine traffic, particularly in terms of their highly-organized page links.

This makes blogs a special aid for maximizing keyword placement, with the site owner having the option to balance between high traffic on the one hand and high subscriptions and sales on the other.

No Assumptions in web writing

A web writer must also bear in mind that web pages are global. However, this does not mean that the page will be appreciated by an international audience. To facilitate understanding, writers must indicate if the topic covered is region-specific. Writing an article that is available worldwide would also benefit from the inclusion of generic information.

Since English is the predominant global language, slang, dialect or expressions particular to a country or region should not be used. For articles that include topics such as currencies and measurements, a reader would appreciate tables for currency and measurement conversions, or at least links featuring such tools.

Writers should also avoid assuming any specific reader profile, particularly in terms of location. There are also terms that have different meanings across various countries: a native of Moscow, Russia would have a different interpretation of “east coast” from someone in the US. Some place names are also common for two different countries: Georgia can be found both in the US and in Russia.

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Everything these days, it seems, have embraced the catch phrase made popular by a movie that featured a gigantic green lizard. Size matters. The sexual connotations of that phrase aside, size does seem to matter in every facet of human existence. The sight of a Big Mac is more appealing than a regular hamburger. Well-known companies want to establish offices in tall skyscrapers. A country’s prominence is determined by the depth of its economy’s pocket. Thick books are more respected than skinny publications.

This inclination to favor what is big has caused a universal desire for expansion. We may start small with an endeavor, but we nurture dreams of eventually making it grander. The fact that the internet provides a gateway to a global market further fuels these dreams into a frenzied state.

Lost in the hoopla of our collective fascination for catering to a larger market are the distinct advantages of keeping the business small. For all the fame and glory associated with a large scale business, the stability and reliability that small businesses enjoy are often missed. It would be prudent to consider the benefits of maintaining a small business before plans of expansion are pursued.

Let’s take a look at some reasons why small businesses are better kept small.

1.Smaller risks. Keeping the business small exposes it to less debilitating dangers. Small businesses don’t have to deal with customer complaints on a large scale, as any problem can easily be isolated. They don’t have to experience the issues that plague big businesses, and there is no need to hire $500 per hour lawyers to fix such headache-inducing tribulations. Keeping it small provides for a simpler setup that is more resistant against unwanted complications. Besides, those who play big lose big, and, assuming the worst, small businesses will only lose in proportion to their size.

2.Potentially higher profit ratio. It’s not the amount of profit that matters, rather, it’s the amount of profit vis-à-vis the costs of investment. Big businesses may rake in a larger amount of income, but they have to offset the equally enormous amount of expenses they have incurred. Small businesses spend less, and successful ones earn a higher profit ratio compared to their more illustrious counterparts.

3.Move faster with less. The owner directly controls the small business, and more often than not, does most of the dirty work. He needs little amount of help since most software make some processes fully automated. Small businesses don’t have to spend a fortune in advertisements, as well, as their client base is usually a dedicated lot, and in most cases, the latter does the marketing for the enterprise. Also, efficiency is better guaranteed as the operations are clearly delineated and centralized. The same thing cannot be said about big companies who often suffer from disordered distribution of roles caused by a cluttered bureaucratic setup.

4.Easier to corner specific markets. Since small businesses operate in a smaller scale, they could easily concentrate on a particular group of people who share an interest that a small business can provide for. In modern internet parlance, this is called nicheing. Getting the most out of a particular niche is a rewarding business strategy because this tactic makes good use of people’s unwavering passion for something which your venture’s products or services provide for. Big companies will have difficulty cornering specific markets because the latter are often overlooked and their concerns are seldom satisfied.

5.Clients relate to the small business in a more personal level. This is probably the best facet of small businesses: their ability to connect with their patrons in a manner that no big business could. Small businesses, given their gift for specialization, develop more intimate relationships with their clients. When answering e-mail queries, for example, small businesses take time to personally reply to each and every one of them whereas big businesses merely use a generic template for theirs. The client would feel more secure with a responsive small business, as he would be reassured that his concerns will be expediently considered.

6.Grow at your own pace. The small business owner does not have to keep up with the demands of his client base, because the latter is kept manageable. Hence, the small business owner can take his time to perfect the intricacies of his trade to be able to offer better service, and eventually grow at his own pace, in a manner of his own choosing.

There is a saying that goes “it is better to be the star player of a Minor League team than a bench warmer for a Major League squad.” If a business is kept small, it will be the king of its niche. Expanding may open up bigger markets, but it will also bring bigger perils and more difficult compromises. Expansion is not bad per se, but are you prepared to possibly be regarded as a peddler at the expense of your lofty throne?

© 2006-2008 Gunnar Berglund
Gunnar Berglund
has been an “internet- hardworker” since 2000
He runs www.meonit.com and
www.emarketingprofit.com

Ungrammatical as the word may be, Nicheing has been a very popular term in recent years, what with its common usage in internet marketing discussions.  Nicheing is obviously derived from its root word.  A niche is a small group sharing a particular interest.  Serving these small market segments has been very profitable for most businesses, as product loyalty is almost, always assured, resulting in a stable demand.

Nicheing as a Business Plan; Nicheing as a Business

Nicheing, generally speaking, is the act of capitalizing on these markets with highly specialized needs.  But this is not the type of Nicheing we will discuss in this article.  Rather, we will tackle Nicheing as the business itself, rather than a mere way of carrying out a business plan.

Many online entrepreneurs have made a fortune in seeking out obscure markets and patterning ways to serve them.  These enterprising brethren of ours do not limit themselves in one market alone.  Instead, they search increasingly markets to exploit.  They may concentrate on something as unconventional as “work-at-home opportunities for single dads” one day, to something more unco like “mesothelomia treatments” the future.

The Lure of Nicheing

There are many reasons why Nicheing has become a lucrative option.  Among them are:

1.Given their relative obscurity, there’s less competition in a niche market.

2.   Bigger companies tend to ignore smaller markets.

3.Online presence can easily be established, as queries in SE’s would produce but a couple of results.

4.Clients are easier to find in niche markets, as people with the same interest generally flock together.  One marketing strategy can win a group of many potential patrons.

5.Limited choices for the consumer would equate to a better chance of fidelity to the product or service offered.

6.It is more gratifying to deal with people who love what you offer, more truthful when you share their interest also.

7.Members of a niche market are generally more trustful

Important Considerations

As with every venture, it’s but judicious to study the feasibility of the business plan before deciding to execute it.  If you’re considering on testing Nicheing, here are some points that you should keep in mind.

1.Is your target market really a niche?  The segment you’re aiming for should have a substantial amount of members that are engaged with a clear and delineated interest.

2.Is your target market of sustainable size?  You must be sure, or at the very least, have probable knowledge that your chosen niche will bring profit for your business.  To assure this, consider the group’s size also as the level of passion they afford for their preferred indulgence.

3.Will the members of your target market be willing to spend?  A part of your pre-execution study should include determining the spending capacity and disbursement habits of the members of your chosen segment.  Some niche products are pretty hard to sell, but if your research would show that other ventures have tried the target market and have had considerable success, then such is a good sign.

Protect the Funding Source

Those who choose to take the Nicheing route have a base business, an enterprise that’s already established and from which the entrepreneur would gather the necessary resources to fund his crusade to explore various niches.  This greatly reduces the risk, but might expose a graver danger subsequently.  Expansion is an addictive thing, and there are no guarantees of success in every small market we conquer.  The base business should only support the Nicheing expedition up to a certain limit.  If Nicheing would consume a lot of resources from the base business, then the base business would have to suffer the risks that the niche extensions would be spared from.  This wouldn’t be an ideal scenario.  It’s like chopping off the head to save the rest of the body.

Before branching out to other niches, try to first establish your particular endeavor as a self-sustaining branch.  In so doing, it wouldn’t have to eat up the resources of your base business.  Additionally, a wise businessman knows how to plan for contingencies.  A well set up niche extension can develop into a profit-generating machine that could even rival your base business, and could be a good backup in the event of the latter’s failure.

It’s All About Passion

Nicheing capitalizes on the passion of a small segment for their interest of choice.  The more fervent their passion is, the more it becomes a viable investment opportunity.  It goes without saying, as well, that you should share that same passion to a certain degree, so that you may in turn be ardent about selling your goods or services to them.

Gunnar Berglund has been an “internet-hardworker” since 2000

He runs www.meonit.com and www.articleshelf.com
and niche stores, like
fredsgolfshop.com
and your-weddingshop.com