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In today’s net-savvy world it has become common for any business to have a website which they use mostly for advertising their products and services. With the advent of search engines it has become even easier for the customers to search for the stuff online. For a website to be successful its link should land in the first three pages which the search engine brings and the rank of the page should be high which means many visitors come to the site. This can be achieved by applying search engine optimization or popularly known as SEO. This is a marketing strategy which increases the quality and quantity of traffic flow to a particular website via search engines.

It determines how a search algorithm functions and searches what is popular with people. When a website link is submitted to a search engine, a spider crawls through a page to gather links which lead to other pages and stores those pages on the server of the search engine. The information collected from these pages is sent to the indexer, whose job is to extract information from those pages such as the keywords and their weights, the location of the page and other links that are stored for the spider to crawl in future.

In the beginning, the search engine optimizer algorithms were dependant on the keywords, Meta tags, and index files provided by the Webmaster. Meta tags provided information about a particular page, but using them for indexing the pages didn’t establish to be successful as some Webmasters added irrelevant Meta tags to increase the number of hits and acquire huge ad revenue. They even changed the HTML of the web pages to achieve a good rank for the page. But this was a case of abuse as it fetched irrelevant pages.

Search engines then began utilizing complex ranking algorithm, which were difficult for the webmasters to manipulate so as to provide web surfers with genuine results. The rank of the web page was calculated mathematically by functions using strength and quantity of the inbound links. The higher the rank of the page the more chances it had to be viewed by a person. Later algorithms were developed which considered various other on-page factors such as rank and off-page factors such as hyperlink. Since the webmasters couldn’t manipulate the page rank, they began exchanging, selling and buying links, which lead to link spamming and even creation of numerous sites dedicated for this purpose.

Algorithms became more complex by every passing day and top search engines kept their algorithms a secret. As the cost of SEO increased, advertisers were roped in to pay for it, which finally resulted in high calibre web pages. Although investing in SEO is very fruitful, but at the same time is risky because with out any prior notice the algorithms being used are bound to change and the search engine will stop directing visitors to the page. Many consultants are acquirable in the market that provides SEO services. They manipulate the HTML source code of the web site like menus, shopping carts and sometimes even the content of the website to draw more traffic.

Search engines like Yahoo has algorithms that extract pages not according to the page rank but according to the cost per click or set fee, that is if a advertiser desires that the page containing his ad be displayed, he is expected to pay money for it. This is a point of controversy, as only the big businesses will be healthy to increase the number of hits of their page but not the small business who might be having a better calibre page.

The Million Dollar Homepage started the concept of Pixel advertising, which is a graphical kind of advertising. Depending on the pixels, the space is sold to the advertiser. Keyword advertising involves advertisers who buy URLs of a site and place their ads at that location. Thus SEO is a market in its own which is yielding great results for businesses on Internet.

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To write successful advertisement content is to catch the attention of the customer at first sight as they flicker though the brochures and fliers like they flip through a entrepot and not how they will read books with concentration. It need not be necessary that the customer reads apiece and every line of the advertisement; hence, apiece line should be effective and should pass out a message. So it’s not only necessary to write logical matter, but it should also be creative enough.

Firstly, only relevant and specific matter should be written in the ad. Some content writers fear missing out information and write as much as they can. This will only disinterest the customers more and space will be wasted. The writing style should be related to the type of flier or brochure that is to be written. Its usual for the reader to read skipping lines in between and there is a possibility that they will read it from bottom to top. It always helps to use words that sell. But still, the content should be properly organized with the heading at the top, body in the middle and conclusion at the end. The main points can be written as sub-headings, in bold font. The body following the sub-heading should discuss the sub-heading and if it is related to any other sub-heading, even those points should be discussed. If the product is to be discussed from the technical point, it should not be so technical that it sounds like a foreign language to a common man.

Chucking is another technique that can be used. Chucking is writing small stories with conclusion at the end. They can either have or not have connection between themselves. Its better if they aren’t connected, because it won’t require the reader to go back to a previous chunk in order to understand the present chunk he is reading. This works quite well when there are pictures in the advertisement and the chunk illustrates the picture. The two-dimensional picture is speechless unless some well-chosen words talks about it and motivates the customers. Obviously, while chucking, sub-headings can be used to let out critical information. Another point to be considered is the product or company about which the content is based on. Suppose if the brochure is related to a corporate, the style of writing should be formal.

Spelling mistakes should be avoided to the maximum extent. They reflect poor calibre and bring bad reputation to the client. The design should speak clearly and loudly about the organization being discussed. Unclear, cluttered and illogical information creates an illusion that the company also has the same characteristics. Catalogues are the only source of advertisement for some businesses, because of low investments. Such kind of business catalogues won’t require much writing, just product description will do. Instead one can work on the font sizes, colors, etc.

The next step should be writing information about contacts so as to buy the product; detailed forms are big turn-off. Contact information, postal address and website URL should be clearly specified. Also include whether the business accepts cash, check or credit card. Another thing to be taken care of is the contact information, which is usually written on the forms, which have to be mailed. It is better to write them on the advertisement also so that the customers can save it for future reference.

Depending on the demand of the products, arrange them in hierarchy, especially when designing a catalogue because each of the products should get the consideration and attention they deserve.

It is a good habit to write down procedures, which have been applied to every kind of advertisements written. And also save the information like what customers were targeted with what kind of advertisements, to use to the same kind of logic the next time to similar customers. This helps to create a blueprint for a future job.

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Human brain receives signals faster through eyes rather than ears. Visual appearance is supposed to be more appealing when compared to any other senses, no matter what the medium of presentation is. So, there are methods by which one can increase the visual appeal. Other senses facilitate visual appeal, and are also important to concentrate on.

Typical example is color when accompanied with audio, and writing. According to a study, big budget companies spend billions in the color market research, which helps in product and packaging development. Color, along with content, helps to pertain the interest of the visitor and makes him surf the website longer. A colorful article will make the reader read it till the end.

Colors are known to influence the behavior of a person. Like blue color is said to have a relaxing effect. Red represents passion and love. A dating website can have red as the background color. Fast food restaurants have bright picture of food beautifully decorated pasted on the walls. This tempts the taste buds of the customer and the customer pounces on the food, eats and leaves quickly.

Light effects can also be used to play with the mind of the on-looker. Advertisements, especially for food products, have strategically placed lights. The light effects trigger the hormones in the brain, which increases the hunger.

Countries around the world have different cultures that relate a color to an occasion or emotion. Climatic conditions also attribute to this. Like in America, people relate black to death and where as in Asia, white is related to death. People living near the equator like warm colors and people living nearer to the poles like cold colors.

It’s a must for an advertiser to have the knowledge about the colors and what they refer too. Black stands for elegance, sophistication, seduction and mystery. White stands for peace, pure, clean, mild and youthful. Gold stands for prestige, luxury and elite. Silver stands for prestige, scientific and cold. Yellow stands for warmth, happiness and cheer. Orange stands for warmth, playfulness, and vibrant. Red stands for love, excitement, strength, passion, and danger. Pink stands for nurture, sweet, soft, and security. Green stands for nature, fresh, fertility and abundance. Blue stands for cool, trust, belonging and reliability. And lastly Purple stands for spiritual, royalty, and dignity.

From the advertiser’s point of view, we can conclude that colors can determine the shopping habits of customers. Black, blue, red and orange attract impulsive buyers. Smart shoppers are attracted to pink, light blue and navy blue colors. Companies use colors in logo, advertisement, etc., to pass the right message to the customer. Wal-Mart advertise has a navy blue background and its catch line is “We sell for less”, which means smart customers are their goal. Mercedes has a silver logo, true to its class.

Before designing an advertisement, the targeted customers should be recognized and the advertisers shouldn’t use the colors that are their personal favorites but according to the ad campaign. Advertisement for children should have bright and vibrant colors. Yellow, red, blue and green, which are the primary colors, are the colors, which attract the children, which is why parents buy those colors for their kids.

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Business-to-business firms are those firms that sell products and services among themselves. The selling is done to a client of other company, who might use the product for intermediate purposes or so. The advertisements relating to B2B companies should not only generate interest but it should also be simply out standing despite the tough competition. In the market, there are several firms who produce the same stuff and they reach out for clients with whom they want to do business. So finding the right client isn’t a big deal, but actually getting hold of them is.

In written content, use the name of the company in the first sentence; preferably first word. It is not pleasing to start with ‘we’. Following it, give a brief introduction about the company. In todays busy world people don’t have time to waste so deliver the message right away. Using catchy adjectives will do the trick. The sentence should be framed so that the client knows about the company, what it does and how it is unique from others. Pose questions before creating the writing material, like what is that the customer will expect and do they demand high quality. Don’t hesitate to use ‘you ‘ very often. The reader will feel that he is directly being referenced and it will be easier for him to relate to.

Play with customer’s psychology. Understand the difficulties faced by them and then show them how the company or the company’s product can solve it. Call of action can be given then and offer to clear their doubts. It should be more than just a helpline. The action should be really immediate. Simply don’t let the client slip away.

After the initial writing, write in detail about the product or service provided. This is in-dept information for those concerned about your company’s product. Point out the advantages of using them. Write them in a hierarchical form with numbering or bullets. If writing short paragraphs, strong sub-titles can be used as heading of individual paragraphs. Again, using adjectives will be good.

A good amount of entertainment factor should be added. This will retain the interest of the customer and will not distract him. But if lots of it is used, it will simply become shabby. It’s a nice idea to use product noun as a verb along with other adjectives.

Submit website and advertisements to search engines. Millions of people use it everyday to find what they need. If the website is search engine optimized, it will surely get lots of traffic. The study of the company and keywords should densely populate the website content. Make it a compulsion for the visitor to go through the advertisement before moving on to the registration or payment process. Some B2B websites don’t allow adding an email address or URL in the advertisement. They can be tracked in by actually spelling out dot or at in the email address or website link.

Once the customer is lured, they should be maintained. Product should be delivered on time. Quality should be maintained. Once it is done, not only will they start trusting the company but also at the same time they will spread the word about the company. They will advertise for free. Their experience with the company will motivate others to join the bandwagon.

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