Smart Design by Pinsonnault Creative

Writing Copy for Websites - 8 Basic Terms You Should Know

2011-11-18T12:32:00.001-06:00

Copywriting has lots of specialized words, and many of the same words have slightly different meanings when referring to writing for websites. In addition, copywriters should know a few key HTML terms. Below are 4 basic copywriting terms and 4 HTML META terms defined for how they are used when writing for the Web.

COPYWRITING Terms

Body or Body Copy - This is the text on a page, the paragraphs or sections, as opposed to other elements such as headlines, captions, subheads, photos, charts, etc.

Headline - Headlines are similar in printed materials and on websites. A headline is a copy element usually found above the body that introduces or highlights what's important about the information that follows. On most pages (printed or online), the headline is the most frequently read copy. That's what makes it important - it can capture the reader's attention and lead them into the body. Or for people who scan, it can give them critical information.

Subheads - Subheads are also used much the same in print and online. They are smaller headlines, less important than a headline, but still useful for leading a reader through large blocks of body copy. Subheads can break up the monotony of long copy, introduce a new direction in the story, or highlight the important points.

Tag line - You see tag lines most often in connection with corporate identity. This is a brief sentence or phrase that should communicate the company's unique selling proposition and help distinguish them from the competition, such as Coca-Cola's "It's the real thing."

HTML Terms

Title - The HTML <"title"> tag, found in the <"head"> section of HTML, defines the title of the Web page. It is required in all HTML/XHTML documents. The title defines a title in the browser toolbar, provides a title for the page when it is added to favorites, and displays a title for the page in search engine results.

Metadata - Optional tags provide metadata (information about data) about the HTML document. Metadata is contained in the <"head"> section of the HTML and will not be shown on the page, but is machine parsable. Two meta elements often used on Web pages specify a page "description" and "keywords."

Description Meta Tag - Use this meta element to provide a description of the page. The meta "description" is not a factor in determining search results, although it is often displayed in search results, providing the searcher with a tool for deciding whether or not to visit the page. Therefore, this is important copy to get right. Make sure it helps the searcher understand why they should click through to the page.

Keywords Meta Tag - This is an HTML tag that lists the main keywords/key phrases contained on a Web page. Misused and abused, this tag is no longer used by most major search engines as a factor in search results; however, it can still be a useful organizing tool for the copywriter.

Just the beginning ...
The above parts of a Web page are important when writing effective, readable website copy. They are also important because they influence search results, so mastering these basics will give you a good start with on-page search optimization.

These terms are just a few web copywriting basics. There is much more to know about writing copy for the Web.

Website Clarity is Most Important

2011-05-15T18:43:00.000-05:00

"Clarity Trumps Persuasion."
I picked up this mantra from Marketing Experiments, and for good reason. A Web page has a very brief moment to communicate to visitors where they are, what they can do, and why they should do it on your website and not somewhere else.

The moment someone lands on any page of your website the first time, they begin to make decisions that will affect not just that visit, but potential future visits. These decisions also affect how likely visitors will be to share or recommend your website.

Writing copy for websites is different.
Every page on your website should present clear and precise information in a consistent and easy to use interface. Clarity trumps persuasion every time in test after test. But, this may not be the way you learned to write marketing copy. Brochures and advertising are often persuasion-focused and as marketers, we learn to write persuasively.

But website user behavior demonstrates an "impatience" to get to the point. Most people arrive at a site looking for something specific. They've either entered a search query or were referred to the site because they need or want something, whether it's a product, service, or information. Not too many visitors will spend more than a few seconds determining whether or not the page they landed on offers whatever it is that they are seeking.

So, all that lovely persuasive promotional copy that looks and works so well in an advertisement, may completely miss the mark on a Web page. You simply cannot bury the lead. Your most important information needs to come first. The best copy for letting the visitor know they are in the right place must be easy to find, clear and easy to understand.

Quantifiable statements work better than hype
The second part of the clarity equation is eliminating generalizations and hype. A headline claiming: "best source for socks" or "we have the most socks" will not perform as well as a headline of facts such as: "36 styles of socks in 27 different colors, shipped within 24 hours." Quantifiable information is much more meaningful.

Everywhere we look on the Internet, someone is telling us they're the best, most, biggest. "Best," "most," "biggest," doesn't mean anything. Best according to whom? You? Is biggest even the most important thing? What visitors want to know is what you've got to offer. And they don't want to have to spent a lot of time finding out. So give them facts and when you're boasting about something, make sure it's real and quantifiable, or don't say it at all.

A few things to keep in mind:

Clear and Easy to Understand: Don't be coy. Quickly communicate the site’s purpose and clearly define what the site offers. Visitors should be able to understand in an instant, where they are, what they can do there and why there and not somewhere else.
User Friendly: If you make something difficult to use, people won't use it. Keep your website clear of unnecessary clutter. Make sure important information can be found and isn't buried in overly long copy. Make sure copy is written so that it can be understood by anyone. Reduce or eliminate the use of hyperbole and provide the facts people need to make decisions.
Clear, Consistent Navigation: Use consistent navigation throughout the site. Keep navigation simple and easy to find and use. Be sure every page includes good navigation to the rest of the site. Don't make it hard for people to learn more.
Consistent: Be consistent among the pages of your website. We learn as we move through pages and expect to find similar information presented in a similar place and style. Consistency also helps build your site's brand. You'll want to be generally consistent with customary practices across the Web as well. Being too unique and clever - being different from everybody - can be taken too far and may mean that visitors become confused and leave.
Pleasing look: The colors used, the type, the balance of elements on the page should all be inviting. But the design should also enhance the readability of the site and ease of use. Sites designed to look really "cool and clever" sometimes make it difficult to read the words on the page or find things. When you start designing for the sake of the design, step back and make sure you are not giving up usability.

If it helps, think of the last time you went looking for something on the Web. How long did you spend on each site before deciding to move on? Which sites made you feel confident and made you want to read more? Which sites were confusing and how quickly did you press the back button when information was hard to find? The people visiting your site have those same expectations.

Keep it simple
Keep it clear
Keep it meaningful

Goodbye, Ballyhoo Blog

2011-05-08T03:14:00.002-05:00

Hello, Smart Design!

This is just a quick note to let you know that if you were looking for my blog, I changed the name! It turns out that Google - the very platform on which I run my blog - has a blog of their very own that they call "Ballyhoo." Who knew? (all these years and I never figured this out)

Smart Design
Anyway, I'll leave the Google guys to explain why a blog might be called "Ballyhoo" and move on to a simpler name that doesn't have to be explained: Smart Design. That's what I've always strived for and what I try to help other people with, and what I want to write about here, no matter what the medium: printed materials, Web, advertising ...

NEW Curated Site
While I'm making announcements, I want to tell you that I have a new curated site, where I'll share my favorite articles about Smart Websites and Graphic Design (SWGD) from sources I trust and who, as difficult as this is to believe, may be smarter than I am. For anyone who may have signed up for my newsletter and was disappointed when they never received it, this new site might be the answer. And, you can decide for yourself whether you want updates in your email or not. (I don't know about you, but if I subscribe to one more newsletter, the email gods are going to smite me. Poof!)

Help Me Avoid Useless Content
To close, I'll ask what I can do for you. What kind of information would you like to see here; what kind of articles on what topics? What do you want to know more about? If I have a good answer, I'll write about it here on the blog, and if I can't answer it, I'll look for someone who can and add the information to SWGD.

Remember:
If you're a subscriber to this blog, the Ballyhoo Blog is gone. From now on, look for Smart Design by Pinsonnault Creative in your mailbox.

What is Great Content?

2011-03-10T15:41:00.003-06:00

Content that works best for search optimization: Original content that serves your customer first, and satisfies their search query with well written, easy to read copy that offers something of real value.

Posted from Practical Marketing Tips.

Free Font Countdown to 2011 - #1

2010-12-31T05:00:00.001-06:00

Happy New Year!
Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free.

And the #1 free font — Veggieburger

Okay, have some fun and bring in the new year with Veggieburger, a three-font OpenType family from FontSquirrel.com.

This lighthearted display font was designed by Robby Woodard and fits in the handwritten, comic and architectural categories. Use it for headlines, ads, brochures, logos and more.

The license allow @fontface embedding — there's even an @fontface kit on the site to help you download just what you need!

Free Font Countdown to 2011 - #2

2010-12-30T05:00:00.001-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #2 free font — Unite

Another fun and free OpenType font from type designer Cameron Sweeney at RipeType, Unite is a geometric san serif typeface that merges shapes from the circle and the square. Yet it is still clean and legible.

One weight with 595 characters, ligatures, manually kerned.

Free Font Countdown to 2011 - #3

2010-12-29T05:00:00.001-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #3 free font — Ripe Family

RipeType, has released the entire Ripe family for FREE.

This fresh, slightly quirky geometric slab serif font is a practical solution for headlines but also reads well in body copy. It's clean and clear and open. Great for brochures, ads, logos and more. And it works well at all resolutions including print, Web and screen media.

This OpenType family includes Regular, Light, Semibold and Bold with 577 characters in each weight, and 38 — that's 38 — ligatures, and alternate characters!

Free Font Countdown to 2011 - #4

2010-12-28T05:00:00.001-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #4 free font — Raleway

Another beautiful font from The League of Moveable Type, Raleway is an OpenType, ultra thin sans-serif from by type designer, Matt McInerney.

This display face has both old style and lining numerals, standard and discretionary ligatures and includes a geometric-inspired alternate.

Free Font Countdown to 2011 - #5

2010-12-27T05:00:00.003-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #5 free font — Pronounce

A modern slab serif, Pronounce, by type designer Cameron Sweeney, is is a free download from RipeType in Extended Extra Black and Extended Extra Black Oblique.

This OpenType font family is huge:
615 characters in each weight
Upper & lower case letters, title letters, small caps, numbers and old style numbers.
37 Ligatures 37: ae, oe, ffi, ffl, ff, ffj, fj, tl, ct, fb, ffb, longsb, fh, ffh, longsh, fk, ffk, longsk, ki, ta, to, ti, fr, ft, fo, fu, te, tu, ka, ke, ko, ku. AE, OE, LT, QT, IJ.
Kerning unlike many other free fonts. Pronounce has been manually kerned for clarity.

Free Font Countdown to 2011 - #6

2010-12-26T05:00:00.003-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #6 free font — Jura

Elegant Jura from Ed Merritt at Ten by twenty is a TrueType serif typeface with a narrow proportion. Rounded, wedge shaped serifs add a modern touch to a classic serif font that is legible at small sizes.

TrueType font - license agreement includes embedding in a Web page with the @fontface declaration. And another great lowercase g — elegant and interesting.

Free Font Countdown to 2011 - #7

2010-12-25T05:00:00.005-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #7 free font — Gradualism

Gradualism by type designer, Cameron Sweeney, was created for logotype and heading text and is exclusive to RipeType. It is best at larger sizes and is a free download from RipeType for a limited time. Go get it now.

Gradualism has 2 other weights which are currently in development. Gradualism Regular is OpenType format and FREE for now. Once the other weights are complete the family will be available for purchase.

Free Font Countdown to 2011 - #8

2010-12-24T05:00:00.002-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #8 free font — Goudy Bookletter 1911

And a hundred years later … Goudy Bookletter 1911 by Barry Schwartz is based on Frederic Goudy's Kennerley Oldstyle. This is a great oldstyle font with letters that nestle together tightly and evenly, needing little, if any kerning.

Opentype font with Open Font License. Free from The League of Moveable Type.

Free Font Countdown to 2011 - #9

2010-12-23T05:00:00.002-06:00

Counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

And the #9 free font — Franchise Bold

FRANCHISE by Derek Weathersbee is a bold, narrow display typeface that communicates quickly. A powerful look for headlines in brochures, signage, and other display graphics.

Caps and small caps, 114 characters, FRANCHISE is free from dafont.com.

Free Font Countdown to 2011 - #10

2010-12-22T05:00:00.007-06:00

Over the next 10 days, I'll be counting down to 2011 with a look at 10 great fonts for your graphic design projects that you can download for free. Happy holidays!

Let's start with #10 Dekar and Dekar Light.

A free download from Fontfabric Type Foundary, Dekar and Dekar Light are great for almost any type of graphic design project – web, print, motion graphics, and more. A clever combination of curves and angles make this font great for headlines on brochures, posters, and logos. Upper and lowercase characters are both very readable.

Available in almost any language you can think of, the format is OpenType (.oft) and is compatible with PC and Mac. 162 Character set. Fontfabric license includes the right to embed the font in a Web page with an @fontface declaration. And you gotta love the lowercase g!

Page Description Meta Tags Help Google and Users

2010-12-09T13:28:00.001-06:00

I'm often asked about the value of page description meta tags in Web pages. Should they be used for search engine optimization (SEO)? What happens if there isn't one on a page?

Google is very clear about including page description meta tags in their outline of best practices for search optimization. Below are a few important things to know.

The page description meta tag lets you provide a summary of the page. A page's description meta tag should give Google and other search engines a summary of what the page is about. It is useful for search engines and users. Unlike a page's title, which may be a few words or a phrase, a page's description meta tag may be a sentence or short paragraph.
Description meta tags MIGHT be used as snippets in search results. Google may choose to use a relevant section of your page's visible text if they believe it matches well with a user's query. This can mean unpredictable results that may not give users the information you think is most important. By adding a description meta tag, you can provide clear information about your page in case Google cannot find good text to use in the snippet. But the reverse is also true: Google may not use your description if they don't think it accurately summarizes the site.
Words in a user's query are displayed in bold type in the snippet on results pages. This gives the user clues about whether the content on the page is a good match for what he or she is seeking.
Accurately summarize each page's content to both inform and interest users. If users see the description as a snippet in a search result, make sure it is well written to help the user understand why they should visit your page. This is your opportunity to "sell" this page to searchers. This is a better practice than writing the description for search engines.
Write a unique description for each page. Having a different description meta tag for each page helps both users and Google, especially in searches where users may bring up multiple pages on your domain.

It's unlikely that page description meta tags carry much weight among factors for ranking pages, certainly not as much as factors such as page titles, on-page keywords and linking. But it's clear that Google indexes and uses them, and expects them to be relevant to user's searches.

So, for each page you are optimizing, always include a well-written and unique description that informs, summarizes or even inspires users.

Learn more …

Flash and Google - Do You Really Need Flash on Your Site?

2010-11-16T13:45:00.000-06:00

Worried about Optimizing your Web page's Flash Content?
If you've been worried about search optimizing your website's Flash content, things are definitely better these days. Google's improved its ability to index Flash-based content over the last couple years, and today Google can see and index textual content from SWF files. This includes anything from menu buttons to self-contained Flash pages. Text that is visible to a user can be indexed by Google.

Even better, Google can use content in Flash to generate snippets and match keywords in search strings. And Google has improved how it handles Javascript, which improves its ability to recognize and index content on sites that use Javascript to embed Flash content. Google has also improved its video indexing technology.

So No More Problems with Flash?
I've never liked Flash. Maybe it's the way Flash is used on most sites. Maybe it's my admittedly fanatical devotion to Apple products. And although I have to admire the way some developers have used Flash to create unique sites and products, I rarely use or recommend its use on websites. And even with the improvements in search, my opinion has not changed.

Some Problems Remain
Even with all of Google's advancements in recognizing and indexing Flash content, there are still some drawbacks for online content. Some of the problems include:

Flash websites require the user to load a plug-in. Seems like a little thing and we might expect everyone to already have Flash players installed. But that is not true and the requirement puts a roadblock between you and your site's visitors.
Flash can result in bloated code and slow performance. This creates sites that are not as user-friendly as they should be.
iPhone and iPad users cannot access Flash content at all. Portable devices already represent a significant portion of the Internet marketplace. Can you afford to ignore a large part of this growing segment?
SEO remains a tricky proposition. Lack of unique URLs, page titles, link anchor text -- some of the most important SEO on-page factors -- makes Flash content more difficult to optimize. And Flash websites and other Flash content will continue to suffer from inefficient search indexing and ranking.
Google is focused on speeding up the Web and Flash is still the slowpoke in cyberspace. And neither Google nor Adobe is sharing any information about how Flash content is indexed.

HTML5 to the Rescue?
Perhaps I'm being overly dramatic. I don't think HTML5 represents the end of Flash. I believe in using the right tool for the job and Flash will continue to be the right tool for many jobs. But HTML5 may be a better solution for taking websites in the right direction:

Leaner, faster code.
Better and easier on-page search optimization.
Availability across all platforms and devices, including the rapidly growing portable devices segment.

A Final Word about Flash-y Websites
Nothing makes me cringe more than landing on a Web page filled with unnecessary Flash-based menus, banners, sounds, and gimmicks. Flash is far too often used in a way that reduces usability, distracts from the message and interferes with the relationship a website should be working to build with site visitors.

If Flash is the only way to deliver something that your site visitors need and that will help you build that important relationship, then it's the right tool and use it knowing search is much improved.

Otherwise, you're probably better off skipping it -- you really don't need Flash on your site.

Apple Laser Printers, Long Gone Technology and a Bit of Nostalgia

2010-10-24T01:50:00.000-05:00

In the midst of all my new Apple technology, I recently gave away my 10+-year old Apple LaserWriter 360 to, essentially, the recycle bin. [sniff] A sturdy old friend. Connected to my network through a Farallon adapter for Ethernet to AppleTalk (for those of you whose memory is long), it was still working fine. But newer, cheaper color printers finally pushed it out of my limited space.

AppleTalk: Looked Too Simple to be Good
I know AppleTalk was far from perfect and had its shortcomings. Today’s networking capabilities are so easy and advanced, the old days look, well, old -- and technically retarded.

But 20 years ago, when I was selling Apple’s “desktop publishing” systems (to creative types who didn’t need “real computers”) my PC-based colleagues were spending hours, and even days in training for “real” Novell networks, while I opened a box, daisy-chained everything together and had my clients up and running in minutes.

So sitting here with my iPad and iPhone, laptop and desktop sharing a wireless network with push e-mail and background syncing via MobileMe, I still have a little warm spot in my heart for what used to be. And so, I was feeling a tiny twinge of nostalgia watching my old printer and antique cables go the way of the dinosaur.

My Apple TV Arrived Today!

2010-10-02T01:54:00.000-05:00

Being the good, devoted Apple zealot that I am, I purchased Apple TV. It arrived today. Black and shiny, in its tiny little aesthetically cool box, which was neatly tucked into its perfectly-fitting customized shipping box. The cable had tantalizingly arrived two weeks ago. How awful is that? To have the cable for a new toy - and no new toy.

But all is right in the world once again. A new toy from Apple. I do wish I could get more than iTunes and Netflix on it, though. If only Hulu and Apple could talk nice to each other, I'd be all set. I'll have more to say after I've actually done more than look at it!

Twitter.com New Interface Starts Rolling Out Today

2010-09-15T12:57:00.001-05:00

Consumers Will Quickly Abandon Slow Websites - New Survey from Compuware Gomez

2010-09-11T15:53:00.000-05:00

You've got between 1 and 5 seconds to deliver your site and your message to consumers.
An independent survey, “When Seconds Count,” was conducted for Gomez, the web performance division of Compuware Corporation, by Equation Research and queried 1,004 web and mobile users. What they learned from the study isn't all that surprising: Technical bells and whistles that slow down page load may be doing you more harm than good.

Speed makes a difference on websites:

Nearly one-third (32 percent) of consumers will start abandoning slow sites between one and five seconds.
84 percent are only willing to try a slow performing website a few times before giving up.
39 percent say speed is more important than functionality for most websites, while only one in five rank greater site functionality as more important.

That means only 16% may keep trying, but for how long? And, do more than a third of those surveyed really think speed is more important than functionality? Yes.

A third of all Web users are also using mobile devices and more than half expect sites to load as fast or faster than on their computers. “When web users encounter web or mobile site performance problems, their patience and loyalty run thin,” said Matt Poepsel, vice president of performance strategies at Gomez.

More than a third (37 percent) said they would not return to a slow site, and 27 percent would likely jump to a competitor’s site.

Don't bury the lead either.
Certainly, a lot of the burden falls on the website developer to find ways to incorporate useful information and features such as interactivity, photos, video and more without slowing down load times. But content creators also need to be wary of filling pages with unnecessary elements that don't help get the message delivered quickly.

A few things you can look for:

Large photos that do not enhance your message. A great photo can make a huge difference. Images communicate ideas quickly and make an impression. But the wrong photo has the opposite effect. And the wrong photo poorly optimized for Web performance can drive people away.
Unnecessary Flash elements that take time to load and don't directly enhance the user's experience. These elements need to help the user get what they are looking for faster and more simply. If they do not, then they are just in the way.
Clarity trumps persuasion on a website. Long, persuasive sales copy, too many choices, vague or conflicting messages, unrelated or irrelevant photos and pointless Flash animations all add to page load and consumer confusion. With 1 to 5 seconds, your message needs to be clear and easy to see.
Video is another tool that can be a real asset or a real nightmare. Be sure the video you add is worth the extra load time.
Evaluate carefully what belongs on landing pages and what can be moved to linked pages. Perhaps a video or slide show doesn't need to be on the landing page but can be linked to for those visitors interested.

We live in a microwave world. Twenty seconds is now a long time to wait for a hot dog. And 6 seconds is now more time than the average website visitor is going to give you to present your page and deliver your message. Everything on your pages should have a reason for being there and nothing on your page should unnecessarily slow page load.

Google Instant - What Does It Mean for Your Website?

2010-09-09T15:00:00.000-05:00

Google launched Google Instant Search yesterday. Now when you start to type your search query, Google anticipates what you might want and begins to show popular results from the first letter typed - called "predicted query." Keep typing and the results dynamically update. What does Google Instant mean for Webmasters, SEOs and advertisers?

Google Instant Means Faster, Smarter Results for the Searcher
Once you get used to this, it's hard to imagine not having it. Searches are fast, and added to personalization, history and location, results are generally pretty smart and relevant to the searcher. It makes it easy to see the direction your query is taking and adjust it as you go.

Some quick stats from Google:

Before Google Instant, the typical searcher took more than 9 seconds to enter a search term, and we saw many examples of searches that took 30-90 seconds to type.
Using Google Instant can save 2-5 seconds per search.
If everyone uses Google Instant globally, we estimate this will save more than 3.5 billion seconds a day. That’s 11 hours saved every second.
15 new technologies contribute to Google Instant functionality.

Don't like Google Instant?
If you don't like it, you can disable it by clicking the link next to the search box on any search results page, or by visiting your Preferences page. And as always, you can use SafeSearch to filter out explicit content, and parents can lock SafeSearch to the strict setting. In addition, auto-complete excludes certain terms related to pornography, violence and hate speech.

How Will Google Instant Affect AdWords Advertisers
There is no effect on cost since Google gets paid only for the click. However, most companies use impressions as an important factor in developing and moderating campaign performance. And the big change in Google Instant is in what defines an impression.

Google's definition of impression:
When someone searches using Google Instant, ad impressions are counted in these situations:

The user begins to type a query on Google and clicks anywhere on the page (a search result, an ad, a spell correction, a related search).
The user chooses a particular query by clicking the Search button, pressing Enter, or selecting one of the predicted queries.
The user stops typing, and the results are displayed for a minimum of three seconds.

Google recommends that you monitor your ads' performance the same way you have in the past. Google Instant might increase or decrease overall impression levels; however, they expect overall campaign performance could improve with higher quality clicks by searchers who are more directly connected with the answers they need.

Google Instant for Webmasters and SEOs
What Happened to the Long Tail?
Some critics are calling Google Instant the death of search engine optimization and traditional search rankings, while others are saying the new feature may be a boon for some. Search engine optimization has already been getting more complex with local search, history and general customization all adding layers.

The popular will get more popular
As always, the sites with the best content and the best reputation and popularity are going to show up first. Just type "A" into your search field -- Amazon, AOL, Apple. And sites that already rank well for short search strings could pick up additional coverage since their sites are going to show, even if briefly, as searchers type in longer search strings. Sites that rank well for short search strings will be seen more often, and will be clicked more often. Google Instant could entice more users to follow suggestions more often. The new layout also pushes more results below the fold. So there will be fewer top spots and they will be more valuable.

Google Instant, Keyword Research and the Long-tail
Keyword research is nothing new. Without it, you're guessing. Google Instant doesn't change that. But, now that results are displayed after typing a single letter, digging to find the search phrases that are likely to be suggested when searchers are looking for your site will be even more important.

The Long-tail Might Not be Dead, but ...
There is a definite possibility for sites to see a drop in rankings for pages optimized for long keyword strings in favor of those who are ranking highly with one or two keywords.

One response from Google
“As with all changes to search, there will always be people who work to optimize their pages to fit the Google experience,” a spokesperson said. “But it's important to note that there are no ranking changes with this enhancement and as always we continue to focus on showing users high-quality, relevant queries and search results.”

Some things you can do now with Google Instant.
If you're trying to get a clear picture of instant results, disable search personalization. That way, you will see results that are not modified by your own search history.
1- Sign in to your Google account.
2- Click Settings > Account Settings, in the upper right.
3- Choose Web History from the products section.
4- Clear your Web history (this will also pause it).

Now search for your company, product or service and watch the results. Try various search terms, try adding a space at the end. You'll not only get popular keyword ideas, but also you'll see who is going to be showing up ahead of you in searches now. This could present new opportunities for linking or help you determine new content that is needed on your own site.

As always, the game is constantly changing. Optimizing your site is an ongoing process for search, usability and effectiveness. And as always, the best sites with the best content and best usability will rank the best.

Oh, How I Love Apple

2010-09-02T13:28:00.000-05:00

Okay, this is another post with me fawning over Apple. But I can't help it. Yesterday, Steve Jobs made the latest announcements about product upgrades and new features. All good. But what really struck me were two things: design and focus.

Design
I can't think of another company, large or small, with as clear and sophisticated a design aesthetic as Apple. What the product looks like, how it is packaged, displayed, sold and used are not just afterthoughts, mechanisms for delivery, or even just marketing. Aesthetics is an important part of each Apple product and part of what makes it hard to duplicate.

If you watched the keynote, you saw a few of Apple's newest stores. Who else builds stores like that? How many Target stores have you visited that could possibly become part of the architectural culture of a community? How many Wal-Marts enhance the beauty of the shopping districts they are in?

Apple products have always been favorites with designers. Perhaps that's because designers understand the work that goes into and the benefits of good design. It's the difference between a good, workable product and a product that inspires and entertains and is a pleasure to use.

Focus
If you go to the Apple Store, right there in the top two rows of the center column is the entire product line of Apple - 13 products for music, TV, tablet, laptop and desktop. Focused. Coordinated. Powerful. There is not a single superfluous product in the lineup. That takes courage and confidence. Their ideas, their vision aren't watered down or weakened across dozens of products. They are focused and clear. No matter where you fit in that lineup, you get the complete Apple experience. And it's easy to yearn for one of each!

It's simple to talk about staying focused in product development and marketing. We all know it works. But it's hard to do in the face of competition. It's tempting to start adding things in hopes of expanding; and at that moment the vision has been compromised. Some companies can't seem to stop themselves from indulging in ever-expanding product offerings. Apple has certainly strayed into this territory in the past with bloated product lineups and confusing redundancy in computer models.

Today
But the focus at Apple today is remarkable. Everything -- and I mean everything from products, packaging, stores, displays, delivery, software, ads -- all drive toward the same aesthetic, the same vision. Is there any other company doing this today? If you have some good examples, please comment and share.

Read more about Apple and Steve Jobs:

60 Free Icons from Smashing Magazine

2010-09-02T00:09:00.000-05:00

This useful set of icons for user interfaces and apps comes to you from the great folks at Smashing Magazine. Get yours now!

Apple, Adobe, Flash -- My 2 Cents

2010-06-16T20:35:00.005-05:00

I was going to write and tell you about some new and amazing tool I just discovered. However, right now I can't remember what it was. I've actually found, learned about or started using so many fabulous new tools that I can't keep track of what came when or from where. The changes in technology are coming at us faster than ever. Some good. Some not so good. But mostly good. And sometimes even a little controversial. So I thought I'd toss in my own comments, for what they are worth.

Apple, Adobe, Flash and the Dreaded Changes

I don't mean to give Apple credit for every meaningful advance mankind has made. I'm a devotee, but even I know that would be, well, silly. But I do think Apple has pushed some changes that make others start thinking, and all kinds of new stuff comes out of it.

I think Apple was the first computer maker to say "3.5 inch floppy drives are a ridiculous waste of space and we're not going to put them in our computers anymore." At the time, a few whiners said that was the end of Apple and who would buy such a useless machine?" But within a year no one was putting 3.5 inch floppies in standard configurations, and today I don't know if you can even get an internal 3.5 inch floppy drive.

And there's no question that Apple rethought the portable music device and mobile phone. They started a change that is now being embraced by every MP3 player and cell phone maker, along with a bunch of new entries in the field.

So now Apple is the first to say that Flash has served it's purpose and should be retired in favor or newer, faster, better technology. And a lot of people think Apple is crazy. That it will ruin Apple and make them a laughing stock. Well, a lot of people and a lot of computer and software companies wouldn't recognize newer, better technology if it was wrapped around their legs preventing them from walking.

In fact, a lot of computer and software makers aren't ever in a hurry to adopt new technologies. It means a lot of reworking of parts and standards. It can be hard. It can be painful.

Ooh, the Pain

Certainly, moving away from Flash will be painful. Very painful. It's been the go-to solution for designers who moved from print to online design and are reluctant to give up the look of print. For many, it was just too much of a compromise to embrace the way websites work best. Flash solved a lot of that for them. When Macromedia introduced designers and developers to Flash, they brought beauty and advanced interactivity to websites -- websites that before Flash had been static and uninspiring.

And learning Flash is a heavy investment. There is also an entire industry built up around creating and supplying Flash-related training, add-ons, pre-built solutions, and on and on. That's a lot of people who have to be urged to change.

Yes, change is almost always painful. But without change, where are we? In the first place, there wouldn't be computers. We'd still be counting on our fingers and toes and drawing on the walls. But change brings us amazing new tools and when people embrace change, we get competition. And competition is great for us, the consumer, and only works to foster even better advancements.

Adobe and Flash, Designers and Developers

Adobe has made some improvements to Flash since they bought Macromedia. But I worry that they may have been complacent and reluctant to take on the pain of change. I hope Adobe puts up a fight and Flash doesn't just go the way of the 3.5 inch floppy drive. But I hope that fight consists in improving Flash, modernizing it, embracing newer needs and newer technologies. Flash has been a great tool, but it can be better.

Designers and developers need to embrace change too. I never recommend building websites using Flash and that recommendation just gets stronger all the time as our need for faster, more efficient ways of delivering content becomes more and more demanding. Additionally, I find developers are too tempted to overdo sites when they use Flash. Perhaps it's that heavy investment that they can't bear to see wasted. But some of both the ugliest and most beautiful Flash websites are nearly useless in terms of their effectiveness and value to the site visitor. Of course, Flash can't be blamed for that alone. I've seen plenty of static sites that are ugly or beautiful and completely useless.

Summary

I guess after wandering around in several topics I should wrap up with the point I was trying to make. And that point is, that I think Apple is right to push us, to push the developers and computer makers and to push competition. In fact, the only place where I occasionally get miffed at Apple is when I see actions that might restrict competition.

So Apple says they won't support Flash on their portable devices. A lot of people will whine and complain and predict, once again, the demise of Apple.

And some people will embrace the opportunities. Some people will jump into the space Apple left to offer alternatives. And maybe some people will look at ways to improve Flash. Or maybe a light turns on over someone's head and they develop a completely new way to think about and address these needs.

Whatever happens, it's sure to be very interesting and to bring about more changes … and with it, a little pain.

Backgrounds and Other Resources - for free!

2010-05-29T16:12:00.000-05:00

There are almost too many resources available on the Web for designers. And frankly a lot of them aren't much to write about. But every once in a while you come across a resource that seems almost too good to be true. Media Militia is one of those resources. If you use Photoshop, you'll love the tutorials. Ever need a fresh texture or background image? Then you'll like Media Militia's freebies. And even if you don't use Photoshop, there's plenty of inspiration.

While I'm writing about great online resources, another great site for tips, freebies and inspiration is Smashing Magazine. They have so much to offer, you'll get dizzy!

Search Amazon.com for more Photoshop resources.