How to Increase Sales With Active Web Content

The Active Voice Avenger

Does your website content confuse visitors or inspire them to take action?

The single most crucial function of any business website is to get people to act, whether it involves calling you, emailing you, buying your product online, or getting off their butts and into your store. Writing in the passive voice is often awkward and confusing, and does not induce desired action.

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Will Google’s Latest Move Kill Your Website?

Google Panda Update Photo

That depends… does your website contain quality content? Google’s latest algorithm change, which they are calling significant compared to the ongoing subtle changes, will impact 11.8% of search queries. What kind of impact? Essentially, high-quality content will be rewarded with higher rankings, while websites with low-quality content will plummet, and in some cases, disappear from search results. Even websites containing predominantly good content can be hurt by a few bad pages. Ouch!

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Fight Fluff With Our Web Content Quiz

Web content fluff photo

Some companies post fluff on the web as a marketing strategy. We’ve all seen it: “helpful” articles written without the benefit of a decent encyclopedia by writers paid pennies per post. Until recently, Google’s preference for content-heavy sites rewarded these content farms with improved search rankings.

In February, Google took steps to downgrade the search rankings of high volume, low quality sites by making a significant adjustment to it’s algorithm. In April, Google expanded its algorithm change from just U.S. sites to all English-language sites. By some estimates, visibility of some of these sites fell as much as 94% after Google’s initial adjustment.

But fluff isn’t just limited to content farms. Could your site get caught in Google’s fluff reduction efforts? How much of your website is fluff?

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The Pros, Cons and How-Tos of FAQs

FAQs are frequently asked questions

FAQs are questions your website visitors and customers frequently ask. But sometimes you need to ask yourself: “Why do they keep asking these same questions?”

The answer could mean there are problems with your website content. What message are you not getting across? What information do people often have problems finding?

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Are You Really Gonna Search That?

Stickman tries naked snowshoeing

In this inaugural edition of Are You Really Gonna Search That?, Opticon makes a peculiar discovery while conducting keyword research for a snowmobiling company in Whistler, BC.

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How to Not Flush Your PPC Dollars Down the Toilet

Toilet Paper Roll

Did you forego your venti half-sweet hazelnut soy latte habit to experiment with a pay-per-click ad campaign this month? We’re offering some tips to help you get started, so you can sleep tight knowing you didn’t renounce your coffee princess throne for nothing.

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The Mission Statement: Your Website’s Worst Enemy

Mission Statements

Dear business owner,

We know vision, mission and value statements make you feel warm and fuzzy. They may even make a few of your keenest employees feel giddy. But inflicting them on your website visitors is cruel, and it’s time to put a stop this sleep-inducing torture.

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More Clichés Than You Can Shake a Stick At!

Hell in a Hand Basket

Where do common expressions in the English language come from?

Long before Internet memes and hashtags, there were spoken expressions that stood the test of time. Even the best copywriters fall victim to their seduction, citing writer’s block, lack of sleep or general laziness as culprits. Sadly, clichés, idioms and other common expressions often signify lack of creativity, which is not something any writer wants to portray.

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What Copywriters Can Learn from Real Estate Advertising

Real Estate Copywriter

In their book “The Age of Persuasion: How Marketing Ate Our Culture,” advertising and marketing specialists Terry O’Reilly and Mike Tennant provide insight into the persuasive powers of language.

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Using Neuro-Linguistic Programming to Create Rapport

NLP Marketing

Does your web copywriting alienate or embrace your target audiences? Tapping into the science of Neuro-Linguistic Programming (NLP) might provide you some insight and direction on what words to use in your marketing messages.

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