Archive for June, 2009

Summer Industry Events

Tuesday, June 30th, 2009

Opportunities for professional development abound, make sure you take some time to hone your skills AND play in the sun throughout July and August!

July 14 Web Design for Print Designers Made Easy seminar is SOLD OUT! We’ve opened a second session at the same venue on August 11, click HERE to register.  (Coming to Madison as soon as we find a host location!)

July 24 Third Ward GALLERY NIGHT with the kids from OnRamp. Come to the lobby at 222 East Erie Street to see and purchase the cool Milwaukee-centric T-shirt designs of the 12 ambitious high schoolers who participated in OnRamp.  Want to see some of the designs and learn more about the program? Click HERE

OnRamp organizers were recently interviewed by 89.7 Lake Effect…Listen HERE

August 21 $5 Friday: The Art and Business of Professional Illustration + Advanced Digital Illustration Techniques  Register HERE

More pro devo: Want to attend upcoming AAF-Madison, AIGA, AMA, BMA and other local (Madison and Milwaukee) professional organization, meet-up and user group events?  Check out our PIPELINE!


Flash Builder and Flash Catalyst

Tuesday, June 30th, 2009


If you haven’t  already heard, earlier this year Adobe officially announced the beta release of two new applications for the Flash Platform; Flash Builder, and Flash Catalyst. Adobe took Flash Builder and Flash Catalyst on tour showcasing what advances have been made with their new creations and developing the next wave of RIA applications.

I was lucky enough to attend the Madison AdobeOn tour event that featured Zack Stepek, who presented at C2’s Creative Transitions Conference last August, representing Adobe and talking about the two new applications. Zack has spent the last 6 months  authoring Flash Catalyst book.

I want to cover what these applications offer in regards to creative services since most of you are not developers.

Flash Builder

Let me start off with Flash Builder, which is actually a name change from the previous application, Flex Builder. Flash Builder really is the same as the previous version of Flex Builder with the addition of new Flex 4 API (Application Program Instructions) and other enhancements for developers.
So then what’s with the name change? The name change  captures the breadth of the Flash Platform tool set, as to not confuse users to think that Flex is not a part of the Flash Technology. I know that while working with Flex, it may take people a while to understand how the Flex technology works within the Flash Player  with no additional installation needed.

Now, if you’re working closely with Flex developers or designing Flex-based applications, it’s good to know a thing or two about what type of layout and functionality is available to you, so that you can design around it. I would recommend at least getting your feet wet and finding out what API are available. Go to Adobe Labs

Flash Catalyst

Flash Catalyst (FC) by far has been one of the biggest steps taken by Adobe in bridging the gap between the designer/developer workflow. What is FC, you ask? Good question. Adobe states it is an “interaction design tool for rapidly creating user interfaces without coding.”  Flash Catalyst will allow you to do the following.

1. Import artwork from Photoshop, Illustrator or Fireworks to build working user interfaces.

Flash Catalyst actually contains headless versions of Photoshop, Illustrator, and Fireworks to properly import the file type. You can also round-trip between your design file and Catalyst which will update your FC project file for you.

2. Create working user interface from your art work.

Flash Catalyst allows you to take your art work and either create custom components or a predefined component by selecting parts of your art file and assigning them to objects like buttons, a slider, etc. You can also assign certain functionality to interact with those objects. I though this feature was really cool, I was able to select a comped  text box from a photoshop file and assign it as a TextBox component and have FC make it work like a text box.

3. Create IA (Information Architecture) and UX (User Experience) wireframes.

Flash Catalyst has UI (User Interface) controls that look like wireframe functionality but still allow you to create interactions with them just like you would with the imported artwork. I thought this feature was huge for AI and UX folks because it allows them to create working wireframes that can export right to Flash Builder creating a complete work flow.

4. Flash Catalyst projects work with Flash Builder

Once a designer completes their interaction design using the Flash Catalyst, they can hand off the Flash Catalyst project to a developer for them to consume into the project. This really closes the gap between designer and developer, allowing them to consume changes in a way that they can use.

There are a few things that are still in beta and are not working in Flash Catalyst but if you want to find out more check out Adobe Labs.

Now as exciting as this is, Flash Catalyst and Flash Builder are in the first beta release, meaning they’re not necessarily ready for production work. It’s a good idea to start understanding what direction Adobe is going with the Flash Platform and tinker with the tools they are creating before you buy them. I encourage you to download the betas and check them out for yourself.

Romke de Haan

Romke de Haan is the Technology Principal at Thud, a digital production shop focusing on Presentation Layer Technologies specifically the Flash Platform. He is also working on creating the sister organization that will train at-risk and incarcerated young adults in those technologies. (romke.dehaan ‘at’ thudigital ‘dot’ com or twitter.com/romke)

C2 Hot Talent – July 2009

Tuesday, June 30th, 2009

July, fireworks, picnics and “hot fun in the summertime,” thanks to Sly Stone. Time for you to have some fun and  get out of the office a little earlier. C2 can help. Here’s a sample scoop of our hot talent to help you have more fun this summer. No project is too big or too small for C2 talent to dive into!

Milwaukee Talent

Interactive International Web Instructor with an accent!

Angelo tested very good in Illustrator, Photoshop and InDesign/Quark, solidly in Dreamweaver and Flash.  He serves as a C2 instructor for Keynote, Flash and Standards Based Web courses.  He showed an electronic portfolio of both design and production projects which he took from concept to completion. He’s also comfortable working on Macs or PCs, manipulating audio and video files, creating presentations in Keynote and performing pre-press file prep. Angelo is fluent in English, Italian, Spanish and French. He is available full or part time, temporarily or permanently.

Primed for Production

Ann, a strong production artist with exceptional design and organizational skills, received accolades from her last company for design, teamwork and her attention to detail. She tested very good in Illustrator and InDesign and solid+ in Photoshop.  Ann is a great listener, she’s organized and focused. She is able to multi-task effectively and relishes the challenge of a deadline.  Ann is available full or part-time, for projects, temp-to-hire or direct hire.

Multi-talented Multi-media Magician

Jake is a charismatic and energetic designer with a background in film and multimedia.  He rated solidly in Illustrator, Photoshop, InDesign/Quark, Flash, Dreamweaver and Motion.  His video editing, audio editing, HTML and actionscripting skills round out his bag of design/production tricks. A quick learner, he’s eager to make clients happy and complete projects with speed and expertise.  Jake is available full or part-time, temporarily or permanently.

Super Speedy Graphic Designer & Production Artist

Kerry is a talented graphic designer who also performs as a speedy and strong production artist, allowing her to take any project from concept to completion. She tested very good in InDesign and solidly in both Illustrator and Photoshop.  Recently, Kerry has worked extensively with in-house  corporate work, developing an affinity for successful direct mail campaigns of all formats–response cards, magazines, post cards, buck slips in B2C marketing campaigns.  Her portfolio showed a diverse array of projects: an heirloom book, magazine and billboard ads, flyers, gala invitations and a program for a non profit, as well as for a national cable company.  Kerry is available full time, for projects, temp to hire or direct hire.

Madison Talent

Lights, camera, action,…edit!!

Joel is a video and commercial producer genius! He tested at EXPERT level in Final Cut Pro, and has extensive retouching experience in Photoshop, although not tested yet.  Joel has years of experience on Hollywood movie sets with some of the best directors and producers. He has broad and deep knowledge of all aspects of project management for video and film production, creative commercial production, including unique lighting set-ups, grip and electrical equipment and post-production expertise.  He is in the process of financing his first feature film.

He’s a blend of great design and production power

Patrick is a graphic designer with strong production skills and a great eye for design. He tested very good in Photoshop and Illustrator, very good + in InDesign. He has fine art and digital production skills, is focused, efficient and works well on a team or independently.  Patrick is available full or part time, temporarily or permanently.

Red Hot Graphic Designer

Dina presented a gorgeous professional level portfolio with a diversity of print and electronic designs. She rated between very good and expert levels in Quark, InDesign, Illustrator and Photoshop. As represented in her portfolio, Dina can design for print and the web, and has a good understanding of design constraints and challenges associated with electronic media. Dina is available full or part-time.

Rising Star Print Designer

Kate is a fresh graphic designer with an awesome portfolio and excellent skills.  She tested very good in Illustrator and Photoshop and solid in InDesign.  Her portfolio included examples of packaging, print, interactive, video production and multi-media campaigns.  She is eager to learn, plays well with others, and is open to feedback and direction.  Kate is available full or part-time, for projects, temp to hire or direct hire.

$5 Fridays Return!

Monday, June 29th, 2009

After a brief hiatus, $5.00 Fridays return in August. Currently they’re only scheduled in Milwaukee. Madisonians, we need a larger capacity venue than our Madison office before we can start scheduling…please send suggestions for location hosts/partners or low-cost venues!

Only 30 seats available for any of these events, register quickly if you’re interested.  Beverages and snacks provided.

August 21, 9 am – 12 pm: The Art and Business of Professional Illustration + Advanced Digital Illustration Techniques

Join two prolific professional illustrators, Mike Kasun & Matt Zumbo and an accomplished illustrator rep, Tom Stocki to discuss the value of original commissioned illustration versus use of stock illustration or other media.  Our panelists will share case studies that clearly “illustrate” the value of custom illustration for use in advertising, marketing or design as well as providing resources for finding the right talent for your job. They’ll also share some industry best practices for working with illustrators and illustrator reps. The second half of the presentation will cover some advanced, sexy, yet pragmatic, illustration techniques, tools and shortcuts using Adobe Illustrator and Photoshop CS4, facilitated by Kevin Stohlmeyer, C2 instructor. Register HERE

September 4, 3 – 5 pm: Best practices for integrating 3d with Flash, Illustrator, Photoshop & Dreamweaver

Technical illustration, logo animation, POP or packaging design and architectural rendering all benefit from the addition of a third dimension. Now, more than ever, 3d software is accessible and plays nicely with many of the Adobe products for print and web. If you want to see and learn how easy it is to incorporate 3d into your design skill set, join Brad Krause, Radiance Media, and the C2 instructors for this enlightening session. Brad, a 3d professional, primarily uses Lightwave and Maya to develop static and animated 3d art for clients.  Old Style Light will be served! Register HERE


September 18, 2 – 5 pm: SEM, SEO, PPC, HTML, CSS and other important web acronyms demystified!

We work in a quickly evolving industry. New versions of software, browsers and social media launch so often, keeping up can be challenging. Today clients expect that creative professionals, regardless of title, know it ALL! C2 understands your pain. We found a smart partner, Andrew Wintheiser and the team from Lightburn Designs, to clarify and simplify some of the more complex elements of search engine optimization (SEO), pay per click (PPC) and search engine marketing (SEM). Andrew and Jim Conway, C2 instructor, will fill the afternoon, and your brain with industry best practices, resources and case studies to help demystify these crucial web acronyms. Register HERE

Helpful Reminders about Adobe Photoshop CS4

Monday, June 29th, 2009

As people are (finally) upgrading to Creative Suite 4, I thought it prudent to recap some of the more important tips.

1. DO NOT do an upgrade install. This will cause you a lot of headaches (been there). Use the Uninstall/Reinstall option – it will give you a complete cleanout and fresh install, thereby removing old elements that the upgrade can leave behind.

2. Seems obvious, but run ALL updates after you install. CS4 has been out for 10 months, and during this time Adobe has sent out a lot of updates and bug fixes. Be sure to run your Windows/Apple updaters as well.

3. In PS CS4, you may notice that the Extract and Interactive Layout Photomerge are missing. This was a conscious effort to move people to other options in the program. If you want to bring these back use these links:

Extract: Mac Windows

Photomerge Interactive Layout: Mac Windows

4. Use Bridge to create your Web Photo Gallery, not the “lovely” Web Gallery in Photoshop. This new version, found under the “output” view in Bridge is much more savvy and is Flash Enabled. Very cool and professional, plus you preview in a browser from Bridge and can output it directly to ftp.

5. Contact us with your questions. We get them all the time and have probably heard it all. You’d be surprised at the number of people who panic and restart, reinstall, erase, wipe hard drives, etc. before they ask someone for help. Many times, not all, problems are an easy fix.

You can always start with resetting preferences (hold opt/alt+ctrl+shift during app startup).

Noha Edell at InDesign User Group

Monday, June 22nd, 2009

For those of you unable or unaware (shame on you) of last night’s InDesign User Group Meeting with Noha Edell from Adobe here are some highlights and some helpful links. The topic was long document formatting and features of Adobe InDesign.

1. Never set up a long document in one complete document. If this document were to become corrupted (murphy’s law) you would lose everything. You set up your document, say a book, into multiple files or chapters.

2. Using Adobe InDesign’s Book feature, you can collect these chapters into one document – a .indb file (InDesign Book). This also allows multiple users to edit chapters as you coordinate the composite book (similar to InCopy, but not as savvy).

3. Always use a master “template” file to coordinate your book chapter’s styles and look. In her demo Noha set up a master file with master pages, a baseline grid, layers (see below),object styles, paragraph style sheets, etc. This master file is set at the front of the book and is used to apply these styles and master pages to the rest of the book’s chapters.

4. Noha also did something that I thought was genius (well she did many things but this is one). She set up her master template with layers for multiple outputs, eg. Layer 2 would have elements for an epub or pdf which can be turned off when exported for print.

5. The epub/pdf layer housed interactive buttons. She explained that while InDesign has a button palette and large resource library, you can create your own. You can also have rollover and button down states for added effects.

6. Using the master template, reapplying new styles is a snap. Simply change the master template file and synchronize that master to the book.

7. Footnotes! Not that I have used these in the past, but the fact that InDesign recognizes MS Word Footnotes and live-links the number to the note is awesome. If you reorganize your notes in the copy, the footnotes below swap accordingly.

8. Exporting out as an epub was simple and is really a cool way to distribute  your work.(You can view epubs on pdas and iphones easier than pdfs.)

There was so much covered (in just over 2 hours!) including packaging, table of contents, conditional text, grep styles, and more but I don’t want to make this a long blog post. But keep checking in our blog as we bring topics and techniques to your RSS!

How To Use The Best 40 Features of iPhone 3.0

Wednesday, June 17th, 2009

Here is a great blog from ISmashPhone about the top 40 features in the iPhone 3.0 software release coming out June 17th, 2009. They cover the features and give brief how-to’s on using them.

C2 Hosts AMA Agency Crawl

Wednesday, June 17th, 2009

Last night (Tuesday, June 16th) C2 and Comet Branding presented a few sessions on effective marketing in social networking during  AMA Milwaukee and AD2 Milwaukee Agency Crawl. As Promised here are the links on the topics that we talked about.


Find out if your user name is available online
http://namechk.com/
http://knowem.com/

Open ID is an open-source solution that allows you to use 1 login for a bunch of different social networks.

Last Friday night custom facebook url’s became available to individuals.  more

Vitamin Water was one of the 1st companies to take advantage of the custom URL’s in their advertising. m

Brilliant “Whopper Sacrifice” advertising on Facebook by Burger King. more

And finally if you are interested in following any of the presenters from C2, here are our twitter handles.

http://twitter.com/jamesfritz
http://twitter.com/jseleven
http://twitter.com/KStohl

C2 is Named 4th Largest Milwaukee-Area Computer Training Company

Tuesday, June 16th, 2009

C2 Graphics Productivity Solutions has been named by The Business Journal as the fourth largest Milwaukee-area computer training company in the June 12, 2009 issue.

A brand new, larger facility, expanded class offerings and consistently effective, hands-on training in Adobe, Apple and other graphic design software has resulted in an increase of 54.3% more participants in 2008 over the prior year. C2 is proud to be included once again in The Business Journal’s annual listing for the fifth year in a row.  A big THANK YOU! goes out to our clients, vendors and staff who helped facilitate our growth in 2008!

Interested in attending some of our hands-on training? Click here for our current schedule!

Thank You Milwaukee Police Department (TYMPD) Event Day!

Friday, June 12th, 2009

Family and friends of C2,

Many of you have probably already heard about the tragic events that transpired on June 9th 2009 involving two of our fine Milwaukee Police Officers who were injured in the line of duty.

I wanted to pass along info about a benefit for Milwaukee Police officers Bryan Norberg and Graham Kunisch who were both injured in the line of duty on June 9.  The TYMPD Event Day is FREE and includes live music, blue plate breakfast at Steny’s from 9 am – 11:30 am, main stage special program at 4:55 pm, fantastic food and beverages, Milwaukee Police vehicle and mounted unit display, BELL Ambulance tours, Milwaukee Fire Department display, special VIP appearances and numerous children’s activities.

Please visit www.TYMPD.com for a complete schedule of events and information about making a donation.

Video User Groups

Tuesday, June 9th, 2009

While our fair city of Milwaukee hosts its share of web and print related user groups and events, there seems to be a noticeable lack of video or motion graphics related user groups.  This may be due partly to the nature of the craft where we would rather watch video podcasts about the subject than sit in a lecture style room, but it still begs the question.

Why is video not as loved?

I personally love editing and creating motion graphics and I know there are others of you out there that share my passion.  If you are interested in meet-ups or know of good ones that already exist I welcome comment to this post.  Whether it is Final Cut Pro, Avid, Premiere, After Effects, Vegas, or something else that gets your heart beating  – please sound off.

Video needs a good home.  And Milwaukee is a good home.

Why is it so hard to make web pages?

Monday, June 8th, 2009

Print designers are always asking me “Why is it so hard to learn to make web pages?”

On the surface it seems easy: web pages seem to be printed pages delivered onscreen instead of on a printed page.

They’re not. Granted they look somewhat like printed pages when viewed on a computer display but that’s only on the surface.

When was the last time you sent a book to print where the first page was 11 inches high, the second was 23.5 inches high and the third page was an interactive form where someone could order a product and have it delivered instantly? The “page” metaphor breaks down fairly quickly when you start looking at the details.

One of the fundamental problems print designers have to grapple with is that there is a different set of design goals for the printed page vs the web page.
I would break down the design goals for the printed pages as follows:
1 – Effective Communication – via content and design of that content
2 - Layout the content in a manner that will render pixel perfect at a very specific set of dimensions.
3 - there is no step three

Compare that with our design goals for a web page:
1 - Effective communication – does the page answer the visitors problem
2 - Page is usable on all devices (any operating system, computer, phone, tv, other)
3 - Page is usable at all screen sizes (cell phone to 30 inch display)
4 – Page works in older browsers (and future browsers)
5 - Search engine friendly
6 - Downloads quickly
7 – Accessible for those with disabilities
8 - Text can be resized by user for readability
9 - Avoid frames or tables for layout (old techniques that interfere with the other design goals)
10 - No storyflow across multiple columns (don’t make the user scroll up and down)
11 – Page looks good in all modern browsers (Internet Explorer, Firefox, Safari, Opera)(and the ancient Internet Explorer 6)

Printed pages are pixel perfect and use a rigid design.

Web pages are multipurpose and require flexible design principles.

So, what’s a print designer to do?

Attend our Web Design For Print Designers Made Easy 1 day conference. You’ll have the web design process expained in print design terms – not coding jargon and you’ll see what exactly is required to make the transition to creating web pages as I create a web site starting from just a Photoshop layout.

C2 Hot Talent – June 2009

Monday, June 8th, 2009

June signifies the start of summer! It’s National Fireworks Safety month, National Frozen Yogurt month and vacation plans abound. Check out the hottest thing yet…C2’s HOT TALENT for June!

Milwaukee Talent

Print & Web Wizard

Paul R tested solid+ in Illustrator, Photoshop and Flash and solid in InDesign. He is a talented designer with strong production skills, and a great portfolio including packaging,  logos and branding, ad campaigns and several web site designs. Paul performs with speed, accuracy and a delightful attitude. He is available full or part time, for projects, temp to hire or on a direct hire basis.

Award Winning Copywriter

Lori is a seasoned copywriter/art director with experience directing award winning and national campaigns. Published author with extensive project management experience in B2B, multi-media, branding, communication and production. Lori spearheaded the graphics standards manual for Media Communications Association-International (MCA-I), including retrofit of a branding strategy to accommodate a new name and logo. Lori is available full or part-time on a project, temp to hire, or direct hire basis.

Eager Beaver Production Artist

Gina S. tested solidly in Illustrator, Photoshop and Quark/InDesign. She has a strong production background in an agency and printer environment, so her files are top notch. She is ready to take on a challenging position in a fast-paced, detail-oriented environment. Gina is available full or part time, temporarily or permanently.

Madison Talent

Bend Over Backwards Web Talent!

Ben is a talented web designer who has been C2 Talent for years. He works with a wide range of clients locally and nationally to create user-friendly, dynamic web sites. Ben understands how to translate complex information into everyman’s language. He is a specialist in CMS (Content Management)-driven web sites which empower businesses to maintain and expand their own web sites without technical skills. Ben is a continuous learner and student of his craft, and available for projects large and small, and will travel for meetings and consults.

Web, Print, Multi-media Maven

Meghan is a gem! A multi-talented art director/designer who also has extensive B2B experience in multimedia and web design. She tested solid in Illustrator, Photoshop  and InDesign, very good in Dreamweaver and very good + in Flash. She can art direct a project from concept through creation-in Photoshop, Illustrator, Flash, Dreamweaver, Golive and more. Exceptional interpersonal communication skills, works well well with others. Meghan is available full or part-time for projects, temp to hire or direct hire.

Ready, Willing and Able

Jake is graphic designer with strong production and organizational skills. He presented a nice book and has a range of experience designing identities and logos, concepting, as well as strong illustration, production, large format and pre-press skills. He tested solid in Photoshop and solid+ in Illustrator and InDesign. Jake is available part-time or full-time, for a project, temp to hire, or direct hire basis.

Love to Retouch and Color Correct!

Denise is a business savvy, seasoned graphic designer/art director who is comfortable taking any project from end to end. She tested solidly in Illustrator, and solid+ in Photoshop and InDesign. Her print and web portfolios showed extensive examples of high-impact print design and web lay-outs. She has project managed the re-branding of  comprehensive national media campaigns, including sales aids, cover wraps, sales kits, logos and identities, and has extensive magazine lay-out experience including headlines, captions, sub-captions. She enjoys doing her own color correcting and re-touching work. Denise is available full or part-time on a project, temp to hire, or direct hire basis.

What’s new at www.C2GPS.com?

Monday, June 8th, 2009

Welcome to C2’s new web site!

C2’s entire staff worked hard to create a streamlined site to make it easier for YOU to find what you need.  We’ve automated our training and talent placement request processes, our talent intake screening process and plan on further efficiency-building as we get feedback from clients and talent.

Please peruse the site, update your talent or client profile, read the blog, check out our talent and training class request forms. Shoot us an email with feedback (critical and constructive, we want it all), everything is crafted with you in mind, and we’re committed to keeping it fun and simple to use.

Thanks!

C2 Supports Students and Faculty

Monday, June 8th, 2009

Historically, entering the creative industry in Wisconsin as a recent grad has always been pretty competitive.  The state boasts over 40 state and private colleges and universities offering programs in mass communications, design, advertising, marketing, visual communication, web design/development, digital technologies, 3d, animation, gaming…the list goes on.  The current economic challenges have tightened the market further, making it more difficult for recent grads to procure internships, much less full-time employment.

C2 recognizes that graduating students need to be able to compete.  We have a solid understanding of  industry expectations, because we serve Wisconsin’s smartest creatives through our Adobe training centers and our creative talent placement services.

We also understand that keeping up with the rapid changes in the technical tools used to deliver design, advertising, marketing, etc., can be a full-time pursuit…our instructors live it every day!

Let C2 help YOU help your students. Contact C2 to secure class speakers to chat about industry/job expectations or to assist with portfolio/resume review.  If your curriculum includes software instruction for your students, C2 would love to help you keep up-to-date with the latest shortcuts, industry-standard workflow and versions of the software tools professionals need to get ahead.

C2 currently offers upgrade classes for college and university faculty at significant discounts. Choose from customized upgrade classes to discounted seats in our current class offerings.

We genuinely care about the quality of creative professionals working in our region. We support a great number of  creative professional associations, meet-up and user groups via membership, sponsorship and meeting hosting. C2 already boasts strong supportive relationships with faculty from several colleges, universities and technical schools in the region… how can we help YOU help your students?

Designing Consistent Form Elements with Acrobat Professional

Monday, June 8th, 2009
Form Elements

Form Elements

Designing forms in Adobe Acrobat Professional 9 is easier than before with its new form isolation mode, but it can still be a tedious process. For example, if you are creating a series of check boxes it can be annoying to have to re-size each one individually every time you  draw a new one.

Save time by right clicking (Ctrl-Click Mac) and choosing “use current properties as new defaults”. This will ensure that every time you draw out a new check box it will be the same.

This can also be used for text fields. I usually assign my text fields to be input with 10pt Helvetica. Once again, it can be annoying to have to manually change this field. Therefore I use the trick mentioned above to ensure that my text fields are all 10pt.

SEO – Ethics and Traffic

Friday, June 5th, 2009

As a web designer there are a few things that go without saying:

  1. Make code neat
  2. Make site accessible
  3. Deliver content

But there is a whole world of strategy and techniques that go far beyond the simply placing of tags and aligning divs.  There is the murky realm of beating out the competition and using the acronym – SEO.

Symbolic Erratic Origin?
Semantic Emphasis Object?

Search Engine Optimization.  I know some of you are yawning and looking to see if there is a better article further down the page.  The fact is that SEO is big business.  There are thousands of companies that do SEO consultation as their primary business.

But why the fuss?  Well how do most people find a website?  Either direct knowledge of the website (in which case you don’t need to worry about anything but content) or through using a search engine, primarily Google and now, more and more, Bing.

The secrets to scoring well on a search engine are not exactly well kept but the implementation of these tips to the extreme makes the web experience much less enjoyable.  The main goals of SEO are to cluster keywords, make pages spider friendly, and get as many top 10 results as possible.  Think about it.  When was the last time you went to page 2 of Google results?

The issue becomes one of ethics more when you start talking about individual landing pages and rewriting content, not merely for clarity, but for search engine score. It used to be that people would meta keyword stuff or make invisible text the same color as the background.  Search engines grew wise.  Now it is more about content stuffing and multiple page creation.

The idea behind design (and usually good writing) is to communicate clearly and efficiently (read:brief).  Good SEO work means having the same keyword 4 or 5 times in the same body text.  How many times can you put in “Milwaukee’s Best Enchilada” in the same body text?

The truth is that eventually the cream floats to the top, so that if you are really good, no matter how much SEO your competitor does or how little you do the most linked to and visited sites will climb to the top.  But if there is no true forerunner, SEO  may make the difference between a top 10 listing and a top result – which can mean thousands of clicks.

 

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