At dataSpheric our expertise combines with yours to produce internet marketing copy that draws the customer and produces results for your business.

"Put yourself in the path of the customer" is an old marketing adage.

To find the power in this truth online you have to know where that path is, and how to get yourself onto it. For your Arizona internet marketing campaign it starts with meticulous national and local research.

We see all kind of figures that try to tell us how many people use search engines to find what they are looking for on the internet. It's hard to be precise but we believe that roughly 60% of all online inquiry begins with a search engine. Of these we believe 30% will "click" on something on the first page of results. 80% of those remaining will find something to click on within the next two pages of results. Since most engines display 10 search results to a page, this means that you have to be in the "top 30" in your category to be deriving real benefit from search engines.

This isn't as easy as it might sound. Those top 30 positions are hotly contested and your competitors are making money from being there. It's a literal game of "king of the hill" as you fight your way to the top, and then try to stay there.

Search engine optimization in the simple sense consists of thee things:

• Finding out what the popular search strings are for your product or service.
• Finding out who "rules" this "space" on the search engines.
• Putting together a plan to beat them.

Finding out the popular search strings is called keyword research and it's done through services like Overture and Wordtracker. Many links and articles talk about this and it's pretty intuitive. We won't belabor them here, we'd rather give you something unique.

Finding out who rules the space you want to be in pretty much consists of finding out who comes up on various search engines for these keywords. Make careful note of your competitors, what words they "rank" highly on, what their marketing message is, what kind of information they offer on their site.

This leaves putting together a plan to beat them. The good news is that you don't have to be perfect, just better then they are. More specifically, better than one out of 30 on at least one major engine. The bad news is that for the most popular search engines today, that's getting tough to do based on anything but quality of information.

You see, search engines today want to reproduce the success of Google, who unlike other engines, set about to offer people good, quality information that they could use instead of bombarding them with advertising and results from the highest bidder. And they are all changing their process to more closely resemble Google's (although Google still relies heavily on link popularity for ranking). What it definitely means is that quality of information, all else being equal, will win.

And not just any information! It has to be:

• On topic
• Concise
• Helpful

And we also note:

• Things linking to it should be on topic
• Things it links to should be on topic

And finally we note:

• If you are too repetitive or if you employ what the search engines consider "spam" you can be PENALIZED BY GETTING DROPPED ALTOGETHER.

With this in mind you are about to develop the website Copy Content Plan for your Phoenix web marketing initiative. No, we don't mean you're going to copy somebody's website, we mean copy like copy writing.

The basic objective is to tell about what you do or what you sell in (go ahead, guess) an on-topic, concise and helpful way. Tell them what's unique, educational, instructive or useful about your topic. Then blend in the keywords that we have determined are best for your marketing purposes from our research. And we'll do this in a very carefully contrived way.

Your Phoenix Internet Marketing Initiative relies upon carefully crafted information.

As mentioned before, the way in which your keywords are integrated into your copy are frighteningly important. Keyword "stuffing" or "spamming" will get you in trouble. In general, we want to repeat keywords as a certain percentage of total wordcount. We also want to make sure we put them in certain strategic location on your web page.

From a keyword perspective, a typical page copy content outline might look like this:

1. Title tag: top keyword once.
2. Meta description tag: repeat key strings once but no more than 15 in most cases.
3. Meta keywords tag: repeat all keywords and strings, now delete redundant strings, now delete reverse-orderings of most strings.
4. Insert primary keywords into copy near top of page.
5. Insert these into the middle of page copy.
6. Insert these into the end of page copy.
7. Make sure these are used as the first words in at least 2 sentences.
8. Make sure the top keywords are boldfaced at least twice.
9. Go back and insert lesser keywords and strings.
10. Make sure grammar and spelling are correct.
11. Hide popular misspelled words in comment tags.
12. Use key words in image alt tags.

If you are using this to develop content right now, go ahead and write your keywords in for each line, repeating them as indicated. That takes care of the keyword side for now.

Now you have to write your informative, original, on topic content. Don't worry about the keywords, if they happen to pop up ignore them, if they start popping up all over the place they are OK as long as you are just being specific in your description of your subject. If your dialogue wouldn't sound moronic to the layman, let it happen. Tell the whole story, don't forget to insert a call or two to action to your customer and get ready to do something different.

Next compare your informational literature with your keyword content outline. Check off the words that you have already in their locations. Then go to work getting ones that aren't where they are supposed to be in there. As always, it has to sound natural.

Now if in all of this you can still make people want to buy what you have to sell then you have pulled it off. Many times we use professional copywriters but it can be done by patiently following the rules and getting someone to proofread it for you as you go. By balancing customer marketing objectives and search engine requirements we achieve the balance between getting seen and getting paid.

Your new copy content should be ready to be integrated into a visual content plan which is in the hands of the designer. But don't relax too much, keyword search trends have a way of shifting and you need to keep up on them. Additionally, your competitors will have a habit of shifting their strategy to keep up with you. It is in fact a never ending battle.

These rules apply weather you are targeting customers for metro Phoenix internet marketing, Arizona internet marketing or if your marketing campaign is national or even international. They are the same rules used, incidentally, by all internet marketing firms, be they Arizona internet marketing firms, Phoenix internet marketing firms or anyplace else.

We haven't covered every topic incidental to keyword optimization and content but we hope that you not only have some insight into the tasks of SEO but a real tool-the SEO keyword copy content outline-to help you achieve results for yourself. By knowing what to incorporate and how to incorporate it you can save your organization much time and money by getting a head start on creating great web content for your web marketing campaign.

Or you could just get in touch with dataSpheric and we'll get you started on the fast track to success today.