In a world where telephone directories are struggling to remain relevant, you need to make sure consumers find you on the Web.

Search engine optimization is a cost-effective and far-reaching marketing, lead generation and sales tactic that reaps lucrative rewards. Yet, so many business owners miss the most basic SEO elements that can improve online presence overnight.

Two common SEO errors:

1. Making Your Website Invisible to Search Engines

Search engines index what they can see, i.e. HTML text. So ensure your web designer uses text format for your web copy. Be weary about overuse of graphics and Flash, which can hurt your search engine rankings. If you absolutely need to use graphics instead of text, use alt tags.

2. Neglecting Votes in Cyberspace

Think of the Internet as a huge democracy in cyberspace. When other relevant and credible sites point to your website, Google and friends see this as votes for you. The more votes, the more credibility you build, thus, the higher the rankings. Start requesting links from your vendors, customers, partners, associations, friends and family.

Remember, well planned, developed and implemented search engine optimized web content doesn’t require any monthly fees. And, unlike paid marketing campaigns, you aren’t stuck with fixed budgets.

As a result, organic (a.k.a. natural) SEO can provide an exceptional ROI.

Found on everything from poorly translated signs and menus to bizarrely worded adverts and strange t-shirt slogans, the misuse of English can be found everywhere.

Check out this latest collection of amusingly ‘creative’ English from around the world.

There’s also a steady stream of side-splitting English at, well, Engrish.com.

Why should prospects invest in your product or service? If you can make a strong claim and support it on your website, you’ve got a winning brand.

Are you the biggest? Provide the widest selection? Offer patented technology? Feature convenient locations? Or are you young and small, allowing you to churn out customized solutions swiftly, unlike your much larger and slower competitors?

Define your strengths and leverage them. And be sure you get them right because they are key to your short- and long-term success.

Paint a picture that clearly demonstrates how your prospect’s world will be easier, more lucrative, healthier, happier, etc. with you in the picture. The overall messaging can then be continually reinforced not just in your web content, but also your print materials, advertising, tradeshow presentations, press releases and so on.

Remember, web designers aren’t the only ones with the ability to shape your brand. Well-versed web copywriters can also build your brand with words.

Annoying error messages occur frequently on the Internet — especially 404 file not found errors, which indicate a page no longer exists or is restricted.

The following Smashing Magazine feature brings to light 50 original 404 error designs, some beautiful, some witty and others more on the practical side.

Read 404 error pages, one more time.

A prospect this week asked us “what’s really the difference” between an optimized website and a non-optimized website. He figured it was a bunch of ‘cyber hype’.

I explained the difference is between the two is actively promoting and just existing.

Optimized Websites

A search engine optimized website is a virtual ambassador that promotes organizations 24/7/365. It works tirelessly without the need for breaks or benefits. And considering approximately 85% of all new traffic to websites arrive via search engines (namely Google), an optimized website is likely to be your most productive and valuable salesperson.

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Online visitors tend to scan the search results in order, confirmed recent eye-tracking studies conducted by Google.

“They start from the first result and continue down the list until they find a result they consider helpful and click it — or until they decide to refine their query,” reported the search engine giant.

Using heatmaps, the eye-tracking study revealed most users found what they were looking for within the first two results, and they seldom went further down the page.

See the full Google report.

Idea block is the natural enemy of the web designer (that along with escaped tigers and David Hasselhoff tunes).

What do you do when the idea for your next brilliant assignment just isn’t pouring out of your head like an industrial drum of Mrs. Butterworth pouring syrup over your project’s fluffy pancakes?

If the idea well has runnith dry, here are are a few tips on how to get the inspiration ball rolling:

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Buying life experiences rather than material possessions leads to greater happiness for consumers, suggests a new San Francisco State University psychology study.

The study demonstrates that experiential purchases, such as a meal out or theater tickets, result in increased wellbeing because they satisfy higher order needs — specifically the need for social connectedness and vitality.

“These findings support an extension of basic need theory, where purchases that increase psychological need satisfaction will produce the greatest well-being,” said Ryan Howell, assistant professor of psychology at San Francisco State University.

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When it comes to website copywriting, design and development, simple is always better.

It makes it easier for online visitors to:

• Answer basic questions, starting with “Am I at the right place?”
• Absorb and digest key messages
• Fulfill a desired course of action, e.g. subscribe, purchase, etc.

All of the above promote satisfied needs, happy customers, and a healthy bottom line.

So why are so many websites so complex? The fact is “simple” is difficult to achieve.

Consider the wise words of historic French aviator and writer Antoine de Saint Exupery: “A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”

While he was reflecting on the development of airplanes long before anyone heard of Bill Gates or Steve Jobs, his logic fully applies to the Web.

Why Simple is Difficult

Conceptualizing and developing a simple, user-friendly website can be challenging for many reasons, from strains on time and resources to conflicting motives and objectives.

Web designers and copywriters are often pressed to churn out creations at a moment’s notice. But, whether manipulating words, images or code, it takes knowledge, experience and time to plan and develop appealing, functional and simple websites.

Good web writers invest a high percentage of time determining key messages before hammering away at the keyboard. Likewise, experienced web designers study their clients’ needs and sketch out ideas before hitting the computer.

Simple isn’t Stupid

There’s a vast difference between communicating simply and communicating poorly.

Simple website content promotes effective communications. It is easily processed, understood and connects with readers. Poor communications – whether caused by inferior writing or flawed designs – rarely hits the mark.

People are often surprised to learn web writers at Webcopyplus aim to deliver web content at a grade-eight level. Clients and students alike ask: “Won’t this offend your audience?” Many people fail to realize that most reputable national newspapers are also written at this level. Even TIME magazine, which is by and large deemed sophisticated, is written at a grade-ten level.

While there are exceptions, most targeted online audiences have varied expertise in both the Internet and subject matter. An expert can endure simplicity, but a novice might not be able to identify with or comprehend complex information.

Invest in Simple

To promote your website’s readability, scanability and usability, ensure your web designer and web writer take extra time and effort to scrap any useless elements, from extra fonts to extra syllables.

Effective web content isn’t about flashy graphics and fancy words. It’s about communicating key messages and getting tasks completed.

Simple connects.

5. Invest in Sea Monkeys

For less than $20 you can raise your social status and credibility, and finally be able to conduct team brainstorming sessions. You can even name the cute critters to expand your design firm and justify higher rates.

4. Feel the Music

Find a wind instrument, sit cross-legged at your doorway and play Star Wars over and over again, until you see the light, or you collect enough change to get your caffeine fix.

3. Call on Nature

Get back to earth tones using Austin Powers’ teeth as your website’s colour palette. Select from a full range of tobacco yellows and decomposed browns.

2. Get into Character

With your deepest voice, answer the phone matter-of-factly with nothing more than: “John Rambo.” Chances are, after an awkward moment of silence, you’ll be engaged in some thought-provoking conversations with your prospect, client, or mom.

1. Crank the Led

Web design can require a level of intimacy. So, to set the mood, take a cue from the 1982 classic film Fast Times at Ridgemont High: “When it comes down to making out, whenever possible, put on side one of Led Zeppelin IV.”