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.

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.

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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Your shiny new website copy is finally in place, and is starting to bring in business. Great!

But before you amortize your investment, consider how those carefully crafted words can work for your business in other places.

Repurposing your website marketing copy will:

• Reinforce your brand identity
• Establish consistent messaging
• Increase customer recognition

It will also give you more than your money’s worth.

Explore 10 ways to repurpose your website copy so it works overtime for your company, online and offline.

During a recent web writing class, I was surprised to learn several participants felt websites in general have only one main purpose: to sell products or services.

In the business realm, promoting products and services is common. However, there are many other types of websites, including:

• Personal or biographic websites, a.k.a. blogs
• News websites, which can complement newspapers
• Informational websites, designed to share information on specific topics or hobbies
• Instructional websites, ready to educate you, often cost-effectively and around the clock
• Community websites, or social websites, Web 2.0 sites…call them what you will
• And entertainment websites, made to distract or amuse you

If you’re looking to launch a new website, be sure to answer a few key questions before you employ a web designer, web writer or any one else. It’ll save you much money and time, and help you succeed.

Typesett offers readers a simple, clever feature that compares websites of rival companies.

When you review the website comparisons, notice the ones that have more impact and promote better usability are amazingly clean. The web designers, developers and copywriters made the effort and took the time to define and effectively convey key messages. They strived for a simple website, and they succeeded.

It brings to mind the words of 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.”

Kudos to Apple and Gibson in particular. They made every word and image count. Adidas, Fender and Microsoft should take note.

See Comparing websites of rival companies.

Forrester Research recently noted that making the leap from technology-centric architecture to business-centric architecture might be enterprise architects’ biggest challenge yet.

“Business architecture is not simply another enterprise architecture view,” reported the research company’s Jeff Scott. “It is an entirely different way to think about architecture with its own set of goals, processes, and deliverables. Though the shift to business technology will be difficult, the rewards will be great.”

He went on to state business architecture will provide the major vehicle for aligning IT capabilities with business outcomes. For instance, a well-defined business architecture will provide new business insights, uncover unseen opportunities, and guide business investments to where they deliver the most value.

Scott suggested CIOs should direct their enterprise architects to sharpen their business skills, increase their business interactions, and develop their business architecture road map.

Our take is the architecture of an enterprise exists, regardless if it’s documented in detail. However, architecture must go beyond technology and the business. To lead the way, companies must embrace a customer-centric focus, along with effectively integrated systems.

Like keyword-rich website content, link building is an essential element to achieve high search engine rankings.

The more websites that link to your site, the easier is to get high rankings on Google, Yahoo and MSN. Links to your site are like votes – the more ‘link love’ you receive, the more the search engines trust you.

But it’s important to get the right links. Links from related websites, which are also credible (for instance, they’re
 popular and have been around for some time), help your search engine rankings more than links from websites with limited inbound links.

On that note, search engines are not fond of paid links, which, if reported, can actually get your website penalized. That’s black hat SEO, and it’s bad news.

Effective ways to get others to link to your website include providing useful tools, as well as insightful articles or posts. When you offer something worthy, website owners are generally quick to make reference to your website, and reward you with that all-so-valuable link.