SEO 101 for Service Professionals

Posted on February 22, 2008 by Lori Herz

Service professionals who want to enhance their online presence and visibility need to understand the basics of search engine optimization (SEO).


Well-written content that’s relevant and useful to the people you work with and want to work is a cornerstone of any website. But, all that great content won’t do much for you or your business if the major search engines (think Google, Yahoo! and Live Search) can’t find your site.


That’s where SEO comes in. It’s the art and a science of creating Web pages that appeal to human visitors and rank well with the search engines. There are different approaches to SEO. The resources that follow will give you some practical tips and insights on organic (a/k/a natural or non-paid) search engine optimization.


You’ll find a solid introduction to organic SEO in this:


If you want to build on this knowledge base, you can subscribe to and regularly read the:


To move further along the learning curve and see how you can incorporate SEO into your online business writing, you can refer to:

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How Service Professionals Can Be More Visible in 2008

Posted on January 6, 2008 by Lori Herz

We’ve all experienced moments when we’d give anything to be invisible. At those times, it seems safer and easier to just disappear. Then there are times when we really want to be noticed. To get that attention, we’ll step on a soapbox, dress flashy or walk on the edge.


Whether we embrace or shun it in our personal lives, visibility has become a prerequisite for success in the business world. Your clients and prospects won’t know the first thing about you or your services until you grab their attention and engage them in a meaningful dialogue. There are many ways to make yourself stand out as a service professional. But, for years, the Web has been a main line to visibility.


Whether you’re a solo professional or practice in a firm, you can create a Web presence and online communications that attract attention and build strong client relationships. Here are some tips and tactics to help you along:


As Kevin O’Keefe reminds us - by channeling Robert Scoble - your goal isn't to attract the widest possible Web audience. A better aim is to become a credible and indispensable resource in your “niche area.” I've found that you can jump-start this process with a who-what-how intake.


Ask yourself and your team these questions:

  • Who do you want to draw through your Web door?
  • What problems do they have that you can/want to solve?
  • How do you solve those problems?
Once you’ve brainstormed the answers; you can design (or re-design) your website and site content for maximum relevance and benefit to your target visitors-clients.


To learn more about the makings of innovative Web content, tune into an ongoing series on the topic at Brian Clark’s Copyblogger. Usability expert Jakob Nielsen is another great source of information on how you should write for the Web.

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Redesigning Your Business Writing for the New Year

Posted on December 28, 2007 by Lori Herz

There’s something about being on the edge of a new year. There’s a sense of possibility that compels us to look at things from a fresh perspective. It’s a time that lends itself to renewal and renovation.


Like other aspects of professional life, our business writing can benefit from a new-year-inspired overhaul. Service professionals can accomplish this by trying out new channels of content delivery and distribution, including:

You can also revamp the substance of the written content you produce to market and support your business.


It’s long been said that content is king on the Web. But, it reigns offline, too. As Amber Simmons eloquently writes at A List Apart : “[T]he words that shape the page lie at the very center of an engaging visit. If the words aren’t beautiful and meaningful, the sleekest design in the world won’t compensate for it. The body can never replace a missing heart.” When you write helpful material that engages your clients and prospects, you foster the human-to-human connection that makes you stand out in the crowded field of service providers.


For some more ideas on re-designing your business writing for the New Year, take a look at Bronwyn Jones’ article on Better Writing Through Design and this Dosh Dosh post on Using the Right Content Development Strategy. While both pieces address writing for the Web, their guidance applies to your offline endeavors as well.

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