Keyword Proliferation – not just meta tags anymore

September 21, 2010

The notion of a “keyword” first came to my attention over a decade ago when I was building my first web site. Among the metatags, it was important to put keywords so search engines could/would index your site.

At that time, the sort of informal rule was to use less than 30 keywords (or maybe it was 50); if you used more than that, the search engines “would be suspicious” and you might not get the results you wanted. I put 28 keywords (or maybe it was 48) in the code of each page, not just the home page. Obviously, I was looking for as much exposure as possible. Some people laughed at me and thought I was overdoing it. To me, it was much better to have 28 keywords for indexing than just the 8 or 10 words the others had.

Fast forward to the year 2010, and it’s now necessary to put keywords in most everything.

Usually the top recommendation for optimizing your Linked In profile is the propitious use of keywords. The search function works by keyword, so you need to decide what keywords a potential employer may search for, and include those words in your title, status and profile.

Many employers now review resumes electronically, and if you don’t have specific keywords, a live person may never see your resume or cover letter. Again, you need to focus on what words hiring managers may use.

When I started my blog recently, I hunted around until I found the place to put keywords. In the case of my blog, my keywords are for people interested in the topic(s) about which I’m writing.

Press releases used to be just for the press. You sent your news directly to the reporter or producer or to the wire services. If you put your press release on your web site, it was more of a courtesy than a real marketing tool.

Now, releases can be and are often viewed by the public in addition to the press. As it becomes more and more common to turn to the internet first for information, you need to include keywords in your online communications, such as news releases. Think about what is of interest to your customers. What could they be looking for that you offer?

Twitter, I would suggest, is all about keywords, since you have a limited number of characters through which to broadcast your message.

The bottom line is if you’re interested in promoting your business, you need to think long and hard about the appropriate use of keywords. If you are well versed in the subject, you’ll unconsciously include appropriate keywords as you write. However, it’s important to look at the piece before you publish it and identify the keywords. When you do this, you can decide if all the necessary keywords are included or if you should add more. It’s much easier to write, and then go back and substitute a few words, than it is to try and write something with a whole list of words next to you to include. It’s too stifling that way.

So if you’re trying to catch the attention of a certain audience, as most of us are, you need to add another step to your writing process:

1) Write/edit/check sources

2) Add keywords

3) Proofread

4) Publish

Advertisements

Proofreading: Top Do & Top Don’t

September 13, 2010

You’ve spent days or weeks writing your very important document, and it’s now time to publish it. But first it needs to be proofread.

Since you’ve spent so many hours writing and re-writing your document, you’re not the best person to proofread it. When you read things over and over, you tend to almost memorize them, and you’re less likely to see mistakes. You know what it “should” say, so you can even fill in words in your head that aren’t actually on the paper. This is especially tough for speed-readers, who can’t slow down their reading enough to catch mistakes. Some speed-readers routinely skip the smaller words; other speed-readers skip many more words.

If you have time, set it aside for a day or two, then take a fresh look at it. Or if you’re lucky, you have a proofreader in-house. Most of us don’t.

My solution? Read it backwards – out loud. And spell the words.

For example, if the sentence is “The sky is blue.”, read as follows:  blue, b-l-u-e, is, i-s, sky, s-k-y, the, t-h-e.

Proofreading backwards is very time-consuming, but it will catch any spelling errors or typos. It will not catch grammatical errors. I first learned this proofreading technique when working on technical journals.

You can also have someone read the document to you  – either backwards or forwards. For example: The, capital t-h-e, sky, s-k-y, is, i-s, blue, b-l-u-e, period. 

Obviously, if you’re reading forward, you are more likely to catch grammatical errors.

And don’t, don’t, don’t rely on your computer’s spell checker and grammar checker. Use it as one tool, but don’t use it as your only tool. A spell checker can’t tell you if the word should be “too” or “to”. It won’t tell you if the word is “there” or “their”. The grammar checker may catch some of these words, but it won’t catch them all.

You may also want to REMOVE some words from your spell checker. For example, if you use the word “gape” frequently but have mistakenly typed it as “gap”, remove “gap” from your spell checker.

I learned this lesson the hard way.  Hopefully, after reading this post, you won’t.


Send compliments up the chain of command, too

September 7, 2010

Even the best writers appreciate compliments. This isn’t something I gave much thought to until very recently.

I’ve always tried to respect everyone with whom I’ve worked, no matter what their position. I pride myself on being an egalitarian, and I truly believe everyone has a contribution to make. I do have trouble with those who don’t work hard or don’t work to their potential, but that’s another post…

We all enjoy compliments; they make us feel valued. While it’s easy to compliment your staff or your peers, compliments don’t always work their way up the chain of command. I realized this a long time ago, and accordingly often communicated my respect to my bosses regarding their ideas and accomplishments.

This has startled my bosses, which I think is a bit sad. Now I’m not talking about being a sycophant; rather, I’m talking about genuine compliments and respect. When I was in the top position, I was saddened to see how many sycophants circled around me. I looked for the real people – there were many. But when I looked for the real compliments, there weren’t many. Now, some could argue that I didn’t deserve compliments, but I hope that’s not the case.

Recently, I complimented one of my long-time mentors. She is a fabulously creative writer and has many articles to her credit. I’ve always taken her talent for granted. She was the best when I met her twenty-some years ago, and she’s only gotten better. Surely she knows that and I don’t need to compliment her, right? My compliment was really matter-of-fact, and I didn’t think twice about it, until her reaction…

She was thrilled that I appreciated what she had done. I was surprised she valued my opinion to that extent.

So, here’s to you, Linda. You’re the best, and I can’t wait to read your new book.

The moral of the story: let’s not forget to compliment all those closest to us, whether it’s staff or peers or bosses or spouses or parents or kids or mentors or that stranger sitting next to you. You’ll make their day.

You’re never too old or too established to appreciate a good compliment.


Plagiarism Police in an Online World

August 18, 2010

I’ve never been one for depriving individuals of the right to free speech and free expression, nor am I a huge fan of “big brother”, but I’m beginning to think we need some online plagiarism police.

“Plagiarize” – as defined by Webster’s

“to steal and pass off (the ideas or words of another) as one’s own; use (another’s production) without crediting the source; to commit literary theft; present as new and original an idea or product derived from an existing source.”

Those of us online feel varying degrees of freedom in sharing our ideas, thoughts, words and pictures. Many times it seems as if those with the least to say feel the most free in sharing. But in a professional world, how much should we share online?

In his book “The New Rules of Marketing and PR” , David Meerman Scott talks about posting his ideas on his blog, which can prompt intelligent discussions. However, his editors worry that he is “giving away” all his ideas. Scott counters this with a claim that the online discussions helped improve his books. I can see both sides to this, but I have to admit I’m with his editors. I wonder how many of his ideas have shown up under someone else’s name.

In school, if you changed every 3rd or 5th word or something like that, then you technically weren’t plagiarizing. That was the rule. So, what are the rules online? Just like with any other community, many of the rules are decided by the members of the community, but you always have unethical members. Since it’s so easy to link and point back to sources, I think it’s even more unethical (and stupid) not to attribute the original sources. Of course, all the online resources can also enable plagiarizing.

I was reading a blog by Angela Hausman on 5 Reasons You Shouldn’t Do Social Networking . It’s a good blog; she has some interesting things to say. Unfortunately, another person liked the post too much. The author found her exact words posted on someone else’s blog as original content. Shame on that person. Angela is looking for ways to reduce intellectual property theft, and I agree it’s an important issue that should be addressed sooner rather than later. You can read her response to this “Rip Off” on her Rip Off Blog.

Tae Hyun Moon has been posting in some of the Linked In groups a new electronic resume format. It has some excellent ideas and has generated quite a bit of interest. Again, there’s a but… I’m not comfortable posting my resume online since a so-called friend decided to copy my summary, specialties and job descriptions almost word for word into her own resume. I’ve been a professional writer for a long time, and I was appalled that someone just entering the communications field would find nothing wrong with using my words on her resume. She said I should be flattered. I’m not.

On the flip side, Tae Hyun Moon noted that he is attempting to introduce a new format for resumes, and would like this spread far and wide. In this case, he wants people to copy his format, in the hopes it will create a new generation of electronic resumes. I hope this will be successful.

So what are the rules? And how do you police against online plagiarism? I don’t have the answers, but I bet someone online does.

8/18 note of interest: Mackinac Center says school consolidation study by MSU professor for Booth Newspapers may contain some plagiarized material


%d bloggers like this: