While discussing online promotions recently at a web design firm, a programmer brought up a black hat SEO technique he was excited about. I acknowledged black hat SEO tactics can generate high search engine rankings, but often not for long. Worse, it can get clients penalized and knocked off search engines all together. For any reputable web design or development firm, it’s just not worth the risk.

Web design firms need to advise clients that proper white hat SEO can provide cost-effective, long-term organic (a.k.a. natural) search engine rankings. It might take a few extra weeks to get to the desired position on Google, Yahoo or Bing, but the methods are risk-free and the results can last for years.

It’s best not to trick search engine spiders, but to make it easy for them to understand what your website is about. Keyword-rich web copy, meta data and links can do exactly that.

Feed search engine spiders relevant information and they’ll reward you many times over.

Blogging is a great way to increase your search engine rank because it packs your site with relevant keywords and gives reason for Googlebots to return and feed on your fresh content.

Getting incoming links is also one of the best ways to raise your blog profile. Here’s how:

Comment on Other Blogs

Pick ones with authority that are as relevant as possible to your content. Leave your URL and be complimentary to entice reciprocal comments.

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Headlines can be extremely effective tools to engage your online visitors and entice them to gather more information about your products, services and business.

Following are three guidelines to help you create headlines that connect:

1. It’s Not About You

Before you attempt to revamp your headline, get out of the self-centric mode most businesses tend to be stuck in. It sounds harsh, but when a person gets to your site, they don’t necessarily care about your business; they care about what you can do for them.

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Several headline styles work well on the Web, but they need to be relevant for optimal impact.

Here are some types of headlines that can be especially effective on the Web:

Authority Headline

Stop throwing away your money with credit cards

Benefit Headline

Increase your profits by up to 20%

Did You Know Headline

Did you know .pro domains are now available?

How to Headline

How to revive your marriage

Question Headline

Is your website working for you?

Standard News Headline

(New product) gets top marks in U.S. study

Top # List

Top 10 reasons to switch to Mac

To learn more about headlines, you can check out: Writing Website Headlines that Connect.

Many organizations are jumping on the green bandwagon, and consumers are witnessing vast claims of environmental benefits or greater sustainability.

However, as superficial claims continue to be exposed, consumers are distrustful of the credibility and honesty of green marketing messages — on and off the Web.

To overcome this lack of trust and avoid the greenwashing accusations, Forrester’s Cindy Commander suggests marketers need to ensure their green strategies adhere to the seven Es of green marketing:

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In a recent article, we explored how Internet users like to gather information on the Web, and how they process it.

More than 63% of Internet users indicated in our online poll the written word is their choice of communications on the Web. However, according to neurolinguistics expert Dr. Genie Z. Laborde, only 20% of people are primarily auditory, meaning they gather and process information most effectively via written text and the spoken word.

Dr. Laborde notes 40% of people are strongly visual, and 40% are kinesthetically dominant when it comes to learning.

So while the majority of people indicated they prefer accessing information on the Web through web writing, it’s in website owners’ best interest to support and augment web copy with other communication forms, i.e. visuals, to connect with a higher percentage of people.

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More than 63% of Internet users indicated in a recent Webcopyplus poll the written word is their choice of communications on the Web.

However, according to psychologist, educator and neurolinguistics expert Dr. Genie Z. Laborde, only 20% of people are primarily auditory, meaning they gather and process information most effectively via written text and the spoken word.

Dr. Laborde notes 40% of people are strongly visual, and 40% are kinesthetically dominant when it comes to learning.

So while the majority of people indicated they prefer accessing information on the Web through web writing, it’s in website owners’ best interest to support and augment web copy with other communication forms to connect with a higher percentage of people.

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Good web writers know more words do not create additional impact.

When it comes to web writing, you should remove any words or messages that have no value for your target audience.

Review your web writing and cut it down to what’s truly essential. Self-aggrandizing messages, for instance, aren’t useful. They add dead words with little or no value. They get in the way, making it harder for visitors to find what they’re looking for — benefits.

Here’s an example from a resume consultant’s website: “We are committed to customer service and believe we provide the highest standards of customer service in the CV writing industry.”

Does it make a strong point that makes a mark with the prospect? Probably not. Any CV consultant can state that, and many likely do. It’s vague, ineffective and should be removed from the site. No one would miss it, except possibly the employees who wrote and approved it.

Good web writers know less is more.

As Web 2.0 matures, the line between marketing and customer service is beginning to blur.

Service mishaps and product breakdowns can no longer be swept under the rug. That’s because more than 70% of US and Canadian consumers use the Internet (InternetWorldStats) and can share their experiences with the world.

“The social revolution is forcing companies to evolve and redesign any and all strategies that include existing or potential customers and stakeholders,” said Brian Solis, Founder of FutureWorks and blogger at PR 2.0. “And,” he added, “many don’t even know it yet.”

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Pretty designs and flowery words don’t provide your visitors value. Relevant website content does.

What’s relevant? It’s whatever your target market deems relevant.

For instance, a frequently asked questions (FAQ) section that provides practical insight into your target market’s common concerns could be regarded the most valuable part of your website. Alternatively, an aggressive pitch for a product your visitor has no use for is a complete waste of time — for all parties involved.

Here are some essentials to deliver useful website content:

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