When it comes to search engine optimization, web writers should target a few short, broad terms as well as several longer, more specific keyword phrases.

It makes sense when you consider an iProspect report that revealed when an initial search is unsuccessful, 82% of search engine users will re-launch their search using the same search engine, adding more keywords to refine their subsequent search.

Broad keywords can draw great numbers of visitors, however, they can be difficult to attain. To achieve high rankings for general terms in competitive markets, a web writer could require a small army of SEO analysts and programmers.

Longer, more specific search terms are less competitive, which makes it easier to attain higher rankings. Moreover, the detailed search terms — also known as long-tail keywords — often produce more qualified traffic and higher conversion rates.

That’s because searchers who type in more specific terms are deeper into the sales cycle, and are more likely to reach for their wallets.

A client in the HR field asked this week about the value of a Flash intro on a website to set themselves apart from competitors.

I explained strategic positioning and good design is what effectively differentiates a business from its competitors. In fact, if you do a really good job, you can actually make your competition look dull and unimportant.

As I recently noted on Web Designer Wall, Flash intros were tolerated in the ’90s when the Web was a novelty. People were excited about this new thing called the World Wide Web, and many of us spent countless hours surfing it. Spinning images and assorted gimmicks were tolerated, and even considered cool.

Not today. Now people just want to get the information they’re looking for, and get things done quickly and easily.

Still, some business owners think they’ll “wow” people with Flash intros. In fact,  a web designer recently told me about an architecture company that spent tens of thousands of dollars on a Flash intro.

Unfortunately, they wasted their money on something that will only get in the way of their visitors. They could have spent that money on search engine optimization, or a host of other marketing and sales tools and campaigns, which would actually generate leads and sales, and promote growth.

While it can take web designers and developers several weeks to design and develop a Flash intro, it takes visitors just a fraction of a second to click their way to the competition.

Web Designer Wall recently featured an article surrounding a Webcopyplus web poll, which indicated more users are demanding good web design. It sparked a debate at a recent workshop, where web writers, designers and developers started debating which is the king of the Web: web content or design.

While I’m on record for suggesting web content is the king of the Web, I believe both are royally important. In fact, if you dig deeper, I’d have to say consumers are the true ‘kings of the Web’ because they ultimately dictate what succeeds and fails on the Internet.

As web specialists, we need to keep reminding ourselves that a website is critical in how people perceive, understand and interpret a company and its offerings. And everything counts. Quality web writing can’t compensate for poor design, and good design can’t save poor web copy.

Web designers, developers, web writers – and anyone else involved in creating websites – need to respect what others bring to the table. It’s best to put egos aside and collaborate. That way, everyone involved wins – especially the client.

Copywriters often believe business to business copy should appeal to the intellect, not emotions. But, whether you’re writing web content for consumers or executives, remember you’re writing for people. And everyone has feelings.

In fact, business to business audiences are as emotional as business to consumers. Fear, greed and other motivators do play a role in their decision-masking process. You just need to make sure your business to business web content speaks to the right emotions.

1. Personal benefits
Again, business buyers are people, so drive home the personal benefits. Explain how your product or service will make them look gook in front of their superiors, advance their career or shave some hours off their workweek.

2. Business benefits
Business buyers are acting on behalf of the company, so clearly convey how their business will reduce or eliminate costs, increase sales, or help the company expand  into new markets.

Copywriters need to remember, whether writing business to business or business to consumer web copy, you need to engage online visitors emotionally, and treat them with respect.

Poor information architecture causes the majority of outright user failures and isn’t improving at the rate of other Web usability issues, reports usability authority Jakob Nielsen.

To determine why, he identified 10 long-term sore thumbs that together cost websites billions of dollars each year.

Many of these information architecture blunders can be quickly and easily corrected, such as made-up menu names. Why use “What makes XZY company tick” when people are looking for an “About us” button?

As Nielsen suggests, websites should communicate plainly and simply. Otherwise you’re likely frustrating your visitors and missing opportunities.

Check out Nielsen’s full report.

For business and pleasure, people are placing bios on multiple sites, from Facebook to Twitter to LinkedIn. That’s because Internet users have an increasing number of accounts where we make friends, build networks or market businesses.

So it makes sense to invest some effort or resources in a bio, and even have a couple of different versions serving different sites and purposes. After all, you’re branding yourself on the Web, and the right bios can make a world of difference to how people perceive you.

Presenting consistent information in your bio(s) makes you appear more professional and memorable. However, personal brands are often disjointed on the Web because most people have different identities on each social network.

The good news is there are emerging technologies that will enable a transportable identity, which will empower Internet users to bring your identities with you. It’ll lead to an integrated social experience.

Meanwhile, whether you have one bio or 10 floating around the Web, it’s wise to ensure your profiles are up to date, consistent, and put your best side forward.

Microsoft’s Internet Explorer (IE) dominates the desktop browser market, but definitely not in the design world.

According to W3Counter, IE owns 57.42% of the market, with Firefox in second position with 31.22% of the browser market.

Those numbers closely match our web writer blog stats, which is generally visited by business owners, writers and web designers. Since January, 57.86% cent of visitors were using IE, and 32.26% used Firefox.

However, our main Webcopyplus web writing site, which predominantly attracts web designers through several popular web design blogs, tells a very different story. In fact, during the same four-month period, 53.82% used Firefox, and only 22.86% used IE.

If web designers ruled the world, IE would be in big trouble! As it turns out, IE should be looking over its shoulder. Mozilla’s Firefox is eating away at the market share, Google is now a serious contender with Chrome, and Apple recently announced Safari 4 beta, promising to put forward the world’s fastest and most innovative Web browser for Mac and Windows PCs.

As entrepreneurs and employees rely more heavily on the Internet and Web-based tools to perform daily functions, browser innovations like faster processing, tabs, and new search features carry a lot of weight, and can instantly change the landscape of browsers.

SEO specialists, web writers and website developers, take note: Ask.com has become the second search engine in Germany in the 1st Quarter of 2009, according to research firm Nielsen Netratings.

Google maintained a stronghold on the top spot with 36 million unique users per month on average, and Ask.com came in with 4.2 million users, edging out MSN (4 million unique users), Yahoo (2.5 million unique users) and AOL (1.7 million unique users).

Hold on…how did Ask.com become Germany’s second largest search engine? They bought a lot of Adwords traffic! Read more at Search Cowboys.

To ensure the world doesn’t miss out on awe-inspiring or useful words, writers should always jot down ideas as they surface.

Inspired by lyrics? Someone said something captivating? Capture it! I recall an interview with Radiohead, where the band explained how a mutual friend said: “The best you can is good enough.” They were moved by the phrase, and eventually worked it into their lyrics for the tune Optimistic.

Sure, there are the BlackBerry, iPhone and generic microrecorder routes, but old school notebooks can be practical and fulfilling. In the cold digital age, tradition can be enchanting. In fact, you should check out MOLESKINE, which offers simple, legendary notebooks that have retained the thoughts of creative heavyweights like Van Gogh, Picasso and Hemingway.

Too much noise in your life? Pick a time of day when you can write without disruptions, and make it a habit. When you’re enjoying your morning latte? Late in bed? Whatever works for you. Find your time and try sticking with it.

Can’t seem to get inspired? Just dive in! Grab a blank sheet or screen and just start writing. If ideas or leads don’t emerge, try something different, like playing around with contradictory headlines. Try seeing things in a different perception.

Don’t let a brilliant thought get lost. Document your ideas.

It’s the Web, right? So it’s supposed to be sticky. Fortunately, there are simple ways to ensure visitors “stick around” your website.

Even avoiding pricey add-ons such as corporate videos, your web copy alone — if done right — can make your website more attractive to users. Here’s how:

1. Inject Some Personality, but Watch the Humour

Speak directly to your visitors in a personal, authentic voice. Most web users don’t want to be entertained; instead, they’re looking for specific information. Your web copy should direct them with a few choice, friendly words.

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