Adobe Master Collection

Adobe® Creative Suite® Master Collection is a suite of professional tools an SEO can use to produce engaging high-quality content. Adobe Master Collection includes Photoshop, Illustrator, InDesign, Acrobat Pro, Flash Catalyst, Flash Professional, Flash Builder, Dreamweaver, Fireworks, Contribute, Adobe Premiere Pro, After Effects, Adobe Audition, Adobe OnLocation, Encore, Bridge, Device Central, and Media Encoder. Crazy, right?

Adobe Photoshop – use it for Editing Pictures

Adobe Photoshop provides state-of-the-art editing, compositing, and graphic design capabilities as well as tools for 3D design and motion editing. Of the new features included in the Adobe Master Collection Photoshop application, one of the more exciting is the Content-Aware Fill feature which allows you to remove specific pieces from an image while it fills the space left behind in such a way that the removed items appear to have never been there.

Adobe Photoshop is great for producing pictures for your website.

Adobe Illustrator – use it for Creating Logos and Graphic Design

Adobe® Illustrator® helps you create distinctive vector artwork with sophisticated drawing tools and expressive natural brushes. Illustrator from the Adobe Master Collection is particularly useful for creating graphics and logos for website design projects.

Adobe InDesign – use it to Create Brochures or for Typography

Adobe® InDesign® lets you design engaging page layouts for print or digital distribution using built-in creative tools and precise control over typography. Adobe Master Collection Illustrator is suggested when you need to create print designs or typographical masterpieces.

Adobe Fireworks – I’ve got Photoshop, why do I need Fireworks?

Adobe® Fireworks® provides tools for creating expressive, highly optimized graphics for the web or virtually any device — from smartphones to kiosks to embedded displays. Use Fireworks from the Adobe Master Collection to continue editing your Photoshop-Enhanced Pictures and Illustrator-Built Graphics for an optimized web experience.

Adobe After Effects – use it for Making Movies …DUH

Adobe® After Effects® is the industry-leading solution for creating sophisticated motion graphics and cinematic visual effects. Transform moving images for delivery to theaters, living rooms, personal computers, and mobile devices. Use After Effects from the Adobe Master Collection when you are ready to Produce Video content that will WOW your users.

Adobe Audition – use it to Enhance Your Audio Experience

Adobe® Audition® provides professional tools to make your video and audio productions sound their best. Audition from the Adobe Master Collection and handle a wide range of audio production tasks efficiently, including recording, mixing, and sound restoration.

Adobe Bridge – use it to Manage Your Media

Adobe® Bridge is a powerful media manager providing centralized access to all your creative assets. Adobe Bridge is the “bridge” between the other Adobe Master Collection Products.

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On Page SEO

On Page SEO

HTML Title Tag

Use the Title Tag is to specify the title of your Web page. Title tags are used by others when they link to your page. Titles are used by Internet Browsers to identify the Web page currently being displayed. Titles are also used by search engines for displaying search engine results.

Page titles should always be unique. Page titles should always describe page content.

Google will display 66 characters of a Title Tag in its search engine results. Yahoo! will display 120 characters of a Title Tag in its search engine results. You can optimize your page title so it works well for both Google and Yahoo!

It is suggested you include keywords in your page title and that you include them closer to the beginning of your page title. It is suggested that you NOT spam keywords in your page title.

Meta Description Tag

Use the meta description tag to provide a brief summary of the contents of your Web page. The meta description tag may also be used to provide a “call-to-action” to searchers when they scan search engine results.

Descriptions should always be unique. Descriptions should always describe page content.

Your description should be limited to no more than 200 characters.

Meta Keywords Tag

The meta keywords tag is not a strong signal used by search engines for search engine results. You may continue to use this tag but limit your list to only those keywords present in the page content. If you find you are using too many keywords to describe your page content, divide your page into multiple pages since it is likely you may be rambling on about multiple topics when you should be sticking to one topic and providing quality content.

Navigation

Use navigation closer to the top of your Web page. Navigation should be used to provide a better user experience. Navigation should be used to highlight the main sections of your Web site. If your Web site provides users with options, it is a better user experience to provide those options up front. If your Web site is about Apples and you have navigation close to the top of your Web page with links to Web pages about different types of Apples, you are providing a better user experience than if you move that navigation to the bottom of your page or leave it out altogether. Users know they can continue reading for general Apple information, but they can click through to continue reading about a particular type (e.g. McIntosh, Cortland, Braeburn) if they prefer.

H1

Use the H1 tag to provide a heading for your Web page content. H1 tags are used to present important information. Use only one H1 tag per page. Your primary keyword(s) or keyword phrase for your Web page should be included in this tag.

H2

Use the H2 tag to provide subheadings for your Web page content. H2 tags are used to present information that is important, but not as important as information contained in your H1 tag. You may use more than one H2 tag per page, but you should limit the number of H2 tags to provide for a better user experience. If you find you are writing so much content that you need to use many H2 tags to segment your page and divide the subtopics for your main topic (H1 tag), then perhaps you need to begin using pagination or perhaps you are identifying content that could use its own Web page.

Paragraphs

The paragraph tag can be used to identify paragraphs of information. Use the paragraph to semantically divide your content into logic paragraphs of information. Inside paragraphs, you can use strong or bold tags to identify information that is important and that you would like users to notice and remember. You can use emphasis tags to produce a similar result. Use strong, bold or emphasis tags for key points which may include your keywords. For example, similar to basic writing tactics, you may wish to use strong tags to surround a paragraph’s topic sentence.

Keyword Phrases

Your Keyword(s) and keyword phrases should be located towards the top of your Web page content. If your page is about Apples and you don’t use the keyword Apple until you get to your footer and the rest of your content is about Oranges, then you have a problem.

Limit your use or keywords and phrases to only those phrases directly relevant to your primary keyword(s) or keyword phrase. You shouldn’t have information about Oranges interspersed within a page that has been titled “Apples”. You may include other keyword phrases in the anchor text for links leading to a Web page about that keyword phrases. For example, if your Web page is titled “Apples” and your page content is about apples, you can include an outbound link to another Web page about Oranges (<a href=”oranges.html”>For information about our Oranges click here</a>).

Use keyword(s) and keyword phrases in anchor tags used to link to Web pages with related content.

Images

For accessibility, describe your images using the alt property of the image tag. Alt text can include keyword(s) or keyword phrases if the picture being described is about that keyword or keyword phrase. You should NOT spam keywords in alt text.

Page Size

Page size has become an SEO concern as of late. Google has stated they now use page load speed as a signal for search engine results. Page load speed is directly affected by page size. Basically, the longer it takes it load your page, the worse the user experience.

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For the Truly Narcissistic

A Year in Your Life on Facebook.

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Google Penalizes Google For Violating Google Guidelines and Spamming Google

Say Google three times fast! Aaron Wall chronicles the adventures of Google and BeatThatQuote.com.

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You Have to Spend Money to Make Money Online

John Chow opens up his books and lets us know he spends $1,184 Per Month to Make Money Online.

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Free DIY SEO Tools – Research your own Keywords for FREE

VANILLACOKE from SEO Book.com gives you some FREE info on researching your own Keywords. If you want to do it on your own, try it out.

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How an article on Rebranding turns into Optimization Inspiration

Ray of Inspiration

How an article on Rebranding turns into Optimization Inspiration.

I’ve learned many things over the years about website design. Some things were surprising and many others were not. But the most surprising realization I’ve come to in recent years is that one of the most important things I can do as a website designer each and every day is read.

It is not important for me to sit at a computer and hand-write code all day if I want to create the best websites that I can. On the contrary, the more time I spend writing code the more likely it will be that I continue to use bad habits and continue to produce sub-optimal websites for clients.

Now I’m not saying that I never need to write code. What I’m saying is that every day I find myself learning more and more from the resources around me about how to produce high quality websites and, more importantly, highly optimized websites. OK so this realization didn’t hit me in the face all of a sudden like a hot cup of coffee on a cold Wisconsin morning. Indeed, I’ve been familiar with the concept, that the more I read the more I will know, for quite some time now. But today I was struck by just how many ideas spring out of the information I read pertaining to website optimization.

Let me begin with the backdrop for how this recent website optimization realization began…

On my way to work today I dropped by the mailbox to see if I had missed anything important from yesterday’s mail drop. Inside my mailbox lay the December 2008 issue of Inc. magazine. I really like reading this magazine because it usually generates many good ideas and it always stimulates my creative side which usually results in some kind of update to our website. The Twitter updates to our main page are an example of one such implementation.

This month’s Sales and Marketing article is entitled “The Rebranding Game – If at first you pick the wrong name, you can always try, try again” and is written by Ryan McCarthy. In it, Ryan asks Danny Altman, founder of the naming and branding firm A Hundred Monkeys, how a business can improve their chances for choosing the right name a second time around. Altman’s response gave way to my new website optimization realization which, in an effort to make itself the center of attention, reached up, grabbed me by the nape of my neck and forced me to read those words again. Ryan described how Altman takes clients through an eight- to 10-week process that begins with a series of brainstorming sessions where clients will produce a number of names that answer broad philosophical questions. The questions Altman relayed to Ryan were: Who are we? What are we good at? What territory do we want to occupy?

OK so you’ve read those questions as I’ve relayed them here and you might be sitting there wondering… What is this guy talking about? What kind of website optimization realization did he pull out of that mess of philosophical mumbo jumbo?

Well first I’ll give this realization in a nutshell. Then I’ll go into detail about how this realization can be used to optimize your website, and in a way that better reaches your desirable customers, those consumers that come to you as sales rather than leads.

Nutshell: This portion of the article is about Rebranding and in particular coming up with a new name for your business from the results of brainstorming sessions based on broad philosophical questions. If these broad philosophical questions can be used to help you pick the best name for your business, in other words the name that describes everything about your business in one word, then why can they not also be used to optimize your website?

OK enough with the nutshell and on to the details.

If you can rebrand your business with a completely new name that better matches your company by answering broad philosophical questions, then you should be able to take those same questions and use them to optimize your website content so that it also better matches your company.

By including answers to these broad questions on every page of your website you will always maintain the right keywords and content for your target market.

The following questions are those questions used in the article; there will be many more questions you can ask yourself about your company as you are optimizing your website. Let’s think about these questions from a search engine optimization standpoint.

Who are we?

Many times companies will want to include as much information as possible about the services they provide and products they are selling. This doesn’t make it easy to stick to the primary purpose of explaining to the customer who we are now does it?

For example, let’s say we run a web hosting company and included in our services are virtual dedicated and dedicated servers. Because we want customers to know that we offer premium web hosting on the best servers we start writing web pages about our servers. First, we start off by rambling on with a lot of product information about IBM System x3850 Express servers. Then we go on to describe the latest Citrix System XenServer™ Enterprise Edition software our company uses to provide virtual dedicated hosting solutions. Pretty soon we find that we have put together a fairly impressive advertisement for IBM servers and Citrix software.

As search engine optimizers we know that CONTENT is KING, but you can see that we’ve started to go too far and way off topic. We are starting to include tangents in the company’s website content don’t help customers understand who we are and what we do. If this content is detracting from who we are to our customers then it certainly isn’t going to help our search engine rankings.

If we want to rank well for the keywords that describe who we are and what we do then we need to make sure we stick to that content throughout our website. It might matter to one or two customers that we use the latest Citrix virtualization software for hosting their websites, but our purpose is not to market Citrix – our purpose is to market ourselves and what we do.

What are we good at?

Working along the same lines as the previous question “Who are we?” we oftentimes lose focus when writing about what we are good at. Every company wants to be the best at everything they do. But if your company has too many products and services you will never be able to rank well for all of them. It is usually at this point that a company needs to focus on what makes them successful, what they do best.

How about discount superstores like Walmart, Menards or Home Depot? When your business provides many different products to many different people how can you describe what you are good at? Walmart’s does a nice job focusing on their “low prices” instead of the thousands of products you can find in their stores. Menards might be known for providing lumber and hardware products but they also focus on low prices. You might not be able to rattle off a product that they specialize in, but you can definitely remember their jingle, “Save BIG Money at Menards!”

Our own company, Capable Media, provides website design and web hosting services, but what we are good at and specialize in is Internet marketing and Search Engine Optimization. Instead of including extra information about graphic design and web hosting we focus on our primary skills with Website Optimization and Accessible Website Design. These are the services that we are good at and so these are the keywords we want to include within the content of our website.

What territory do we want to occupy?

Every business would like to be everything to everyone and even everywhere. But the reality of the situation is your business is successful because you found a market that you could perform well in and then you start to succeed. Let’s face it you can’t offer the same services to everyone and you can’t be everywhere at once. For example, cable companies cannot provide the same services to rural communities that they offer customers in cities and suburbs right?

Myspace is the world’s most successful social network with an estimated 110 million active users. Myspace’s territory is primarily youth and users interested in multimedia: music, photo-sharing, and videos. Facebook maintains the number 2 spot for social networks. Facebook chose to stick with a territory they knew well, colleges. By introducing their social network to college students and professionals throughout the US, Facebook was able to grow without being in direct competition with Myspace.

The territory that our company wants to occupy is with small and medium-sized businesses throughout the Chippewa Valley and the Eau Claire metropolitan area. Businesses that are just getting their feet wet in the big pool that is the World Wide Web. Businesses that are ready for Internet marketing and that want to see high rankings for their company website. We only see growth in this market and are very excited to be a part of it. So when we write copy for our website we write about Internet marketing and accessible web sites.

I began this article by talking about how surprising I found it that I spend more of my time reading than I do writing code. Maybe this won’t come as a surprise to some of our readers, but there should be a few of you out there nodding your heads. This blog post is a great example for how I found myself reading an article that wasn’t specifically targeting search engine optimization, but inside that article I found useful information for better optimizing client websites.

Source

Ryan McCarthy (December 2008), The Rebranding Game – If at first you pick the wrong name, you can always try, try again. Inc. 37-38.

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Top 5 DIY SEO Tips

Do-it-yourself SEO

Everyone that works with SEO can agree that there really aren’t many real trade secrets involved with Search Engine Optimization. Well if that is true, why are there are so many websites out there that simply do not use any of these blatantly obvious Optimization Techniques? The answer to that question is simple: People, and businesses in general, don’t know what these techniques are. These people (businesses) don’t understand how much SEO they can actually accomplish themselves. Today I will discuss Five Do-it-Yourself SEO Tipsyour business can use right now to start getting your website Ranked.

We are going to start with On-Page Optimization. According to HubSpot, On-page SEO makes up roughly 25% of the factors that Google uses to Rank webpages in its SERPS. What this means, in a nutshell, is that the portion of SEO that a business has the most control over (their website) accounts for only 25% of the work that must be done. Since we are only talking about 1/4 of the work, let’s move along quickly and get to the the meat of this post; because after we are done with On-Page SEO we still have the other 75% to finish!

Tip #1 – Name Your Page

The first step to On-Page SEO should be deciding what your Page is about. This is where you are going to build the “title” of your page. If you were asked to describe your webpage in 10 words or less, what would your answer be? Not only do you need to describe everything that can be found on this webpage, you also need to make your page sound pretty amazing at the same time; because who wants to click on a link to the dullest story ever posted to the web?

Titling a webpage is much like titling a blog post. You want to state exactly what you are going to talk about, but in a way that is so interesting that you actually gain some readers. Now this can’t always going to be the case because let’s face it some pages were meant to be dull and uninteresting: “Terms & Conditions” – that’s a page everyone wants to read, right?

The most important thing to remember about titling your webpage is this: make sure that your page Title is Unique. I repeat, make sure that your page Title is Unique. No one wants to read the same thing over and over again right? Plus – search engines like it when you describe your webpages uniquely all throughout your website.

So, performing SEO on a new page? Time to write a new “Title.”

Ok, now that we’ve decided on a Title (we’ll go ahead and use “Top 5 DIY SEO Tips” for our example) let’s throw it into our webpage. You can do this by opening up your webpage in the editor of your choice (Notepad, DreamweaverVisual Studio, etc…) and find the text located between the 2 Title tags (<title></title>). This is where you are able to “Name Your Page.” For the purposes of this discussion we would would use a Title that looks something like this: <title>Top 5 DIY SEO Tips</title>. On our Search Engine Optimization Blog, we let WordPress write the Title of our blog into every page of the blog so our actual Title is “Search Engine Optimization Blog » Top 5 DIY SEO Tips.”

If you have any questions about how to edit your Title tags, or if you are having problems doing so, send us an email with your issue and we’ll see if we can help you out.

Tip #2 – Describe Your Page

The second Tip for SEO that you can do yourself involves another piece of On-page SEO. This piece is the Description for your webpage. This piece looks a little different from the Title tags in the first Tip; instead of looking between two tags like <title></title>, you will need to look for the information found in one of the Meta tags. Meta tags are located in the <head></head> portion of your webpage, just like the Title tags are. The Description Meta tag might look something like this: <meta name=”description” content=”Five Do-it-Yourself SEO tips for Optimizing your Website. Search Engine Optimization you can do Yourself.” />.

As you can see in the previous paragraph we’ve inserted a short phrase that describes the type of content you should expect to find on our webpage. Using a short descriptive phrase that can be read naturally by a potential Visitor to your website is probably the best way to complete this part of search engine optimization for your website.  The main reason that you want this phrase to be easily read is because the description that you give is used by Search Engines to describe your webpage in the SERPS. Combined with an exciting Unique Title, the Description can be a great call to action for potential Visitors.

Before we move on to the next Tip I want to make a quick suggestion. Even though this second Tip is all about the Description tag of your webpage, I believe you can take this information and use it as the basis for every other piece of content on the page itself. If you describe your webpage as containing 5 Do-it-YourselfSEO Tips, like we did, then you better make sure that the content matches the description. So before you move on to link-building, make certain that the page content you are going to be linking to matches its Title and Description.

Here is where we are after the first two Tips:

<title>Top 5 DIY SEO Tips</title>

<meta name=”description” content=”Five Do-it-Yourself SEO Tips for Optimizing your Website. Search Engine Optimization you can do yourself.” />.

Tip #3 – Link to Your Page

Link Building

The first two Tips are probably the most important pieces of On-Page optimization. Now it is time to talk about the biggest piece of Off-Page optimization: link-building. Link-building can be accomplished in many different ways, but we’re going to stick with the ones that you can do yourself. This should make sense, since this is a DIY SEO tip!

When going through the link-building process yourself without the help of an SEO firm you need to be careful when approaching potential opportunities. The first word of caution that we want to give you is to watch which directories you are thinking about using to link to your website. There are many directories out there that offer “free” listings and just ask that you complete a form with information about yourself and your company. The main problem with these “free” directories is that they do not discriminate against websites based on the amount of value these websites might or might not have. This means that you may have worked very hard at creating a good name for your company and at producing a very high quality product, but you are going to be listed right alongside all of the fly-by-night companies that laugh in the face of all your hard work.

Directories like those described in the previous paragraph will more than likely hurt your page ranking more than they will help it, so we suggest sticking to a very few directories and ones that put potential listers through the ringer in order to get listed. The directories that we would suggest you use are DMOZ.org,Yahoo!, and Business.com. DMOZ is a Free Directory, but is monitored heavily by a group of moderators who make it very difficult for the fly-by-night operation to get listed. For this reason, we definitely recommend a listing in DMOZ’s Open Directory Project. Both Yahoo! and Business.com offer their Directory submissions at a fee so choose these directories based on how much you are willing to spend (Yahoo! charges $299/yearly).

Directories are not the only way for you to build links that point to your webpages, there are many other venues that you can choose to use but make sure that you use the same caution with these venues as you would with a Free Directory. Additional opportunities for link building include: Partnerships (you link to me and I’ll link to you), Press ReleasesBlogs (start your own and get added to the Blogosphere!), and otherSocial Media.

Directories, Press Releases, Blogs, and other Social Media are definitely useful when building links to your webpages. Link-building is by far the most important aspect of search engine optimization and will help you immensely when climbing ranks with your website. But remember this: if you do all of this and your website doesn’t have enough high quality content, you will begin to spin your wheels. All of the momentum in the world isn’t going to help your website rank any higher than it already is if you don’t have enough traction to continue moving forward. This is where high quality content comes in.

At the beginning of this article I stated that HubSpot describes On-page SEO as being just 25% of the work required to get Google to notice your webpage. The other 75% is Off-page SEO and consists of the link-building opportunities suggested above, but just as importantly it consists of building high quality content that visitors will not only read… but will also “link” to. By becoming a reliable, quality resource for the type of information that your target audience is looking for, you can gain more press than you could ever pay for. If your website has content that is worth coming back for and worth telling others about, then you’ve achieved the sort of traction that will drive your website and your business forward.

Tip #4 – Rate Your Page

Hot or Not

The first three Tips have covered On-page SEO and Off-page SEO, but there is another item that needs to be discussed if you are going to be able to know whether or not you are succeeding. This is where the Tip “Rate Your Page” comes in. In order to understand whether or not your efforts in SEO are working, you need to be able to measure the results.

There are a number of websites, and a number of companies, that have been created to provide for this very necessary component of SEO. Analyzing how well your webpages are doing will let you know whether or not you are doing the right things for your website to begin ranking better. The main factor will of course be your webpage’s position in the search engine results pages for the keywords that you are targeting, but there are other factors that you can monitor as well. These include PageRankAlexa Traffic RankBlog Rank# of inbound links, and others…

By monitoring this information, you will be able to learn whether or not your SEO efforts are helping or hurting your webpages. This information will help you better understand how well you are doing and where you should make some changes to your strategies. Tip number four is a little bit easier than the rest because most of the information is out there and available to you, but it is up to you to continuously measure this information in order for you to make the right choices for optimizing your website.

Tip #5 – (Repeat)

Perhaps the hardest item on the table, Tip number five definitely hits on a subject that isn’t always talked about during a typical SEO consultation. No one in SEO wants to tell a potential client that when they’ve finally finished optimizing their website they are going to need to start over and do it all again. Who wants to hear something like that, right??

Well, it may be sad, but it is true. In order to maintain the amount of success that moving to the first page of the search engine results pages brings, you will have to go back to step one and start all over again many, many times if you want to continue to be at the top of the list. Why is this so? Well, to put it bluntly, it is because you are not the only fish in the sea, and many others are out there trying to climb just as high or higher!

I consider these Tips to be the Top 5 DIY SEO Tips because they contain the most important steps that you can take to optimizing your website that you can actually do Yourself. There are many other tips that will help you rank higher in the search engines, but these Five are the most important.

I hope you’ve enjoyed this article here at my Search Engine Optimization Blog. I want to put a lot of time and effort into each of the articles that I write so expect a little bit of time between each update, but rest assured that they will possess the same amount of quality information. For now it is time for me to get back to that other 75% of SEO! Thanks again!

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A Vision for Leadership

My vision for leadership, as I begin to combine the experience I have gathered over the years as a manager with the knowledge I have gained as a student, is one with many different aspects, but one main focus. My main focus will be teaching others how to lead and empowering them to be leaders. By focusing on creating leaders I hope to instill the same values and characteristics that make me a good leader into those I find myself privileged to lead. I really liked the concept of working from the inside out from this week’s power point and believe it to be a very strong point of reference for my vision for leadership. I agree with the concept and believe that it will work very well not only for an organization or business, but also in the social networks outside the business environment.

One of the main aspects that is essential for success would be putting others first. By empowering a workforce to accomplish tasks on their own, a business can grow from the inside out. These employees can be developed into leaders that empower those around them to solve problems, spur on innovation, and produce better results. I think that the second leadership definition by Lao Tse, Tao Te Ching is relevant here. By empowering employees and becoming the catalyst leaders can “get things done with very little motion.” After deciding that this was the main aspect for my vision of leadership I found Steven Covey’s statement to be relevant and to the point, “The main thing is to keep the main thing the main thing.” Even though there are other aspects in my vision for leadership, I believe an empowered workforce to be the most important.

Another aspect would be social interaction and knowledge exchange. Not only would employees be able to learn from others through use of social networks, but they would also be able to impart their own knowledge onto others. This distribution of knowledge can produce results never before experienced in the company. I would probably include promoting change and innovation with the aspect of social interaction and knowledge exchange. Healthy knowledge exchange will introduce new ideas that might have never come up without such a creative and innovative environment.

The most important aspect would probably be shared values and goals. Honesty, integrity, and dependability go a long way in the world of business. Martin Luther King Jr. probably says it best in the fourth leadership definition, “The time is always right to do what is right.” I also believe that a common goal should be to embrace diversity, especially in the context of a global marketplace like the one that we live in today. A company with shared values and goals is a strong company with solid direction. This solid background will be the foundation for maintaining the other aspects. These shared values and goals also place the company in a strong position to provide steady growth.

Warren Bennis says, “The first job of a leader is to define a vision for the organization…” So by pooling this information together and pulling out the most important aspects my vision statement and vision for leadership would be to, “Create a work environment that is populated with leaders. Leaders that will embrace the values and goals established in the company. Leaders with a drive for innovation that improve each other through social networks and knowledge exchange. Leaders that will embrace the diversity that comes from working in a global marketplace. And finally, leaders that motivate and empower each other in order to accomplish company goals and embrace company values.”

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The Growing Need for IT Auditors

In recent history there have been many changes in information technology and legislation pertaining to these technologies; this has resulted in a definite growth in the need for IT Auditors. These changes have included not only the changing processes and procedures that organizations have gone through as a result of increased innovation in the technology industry, but also the change in legislation as government has become more involved with the day-to-day business of companies in the United States and across the world. Not only has the government become more involved with the reporting processes of businesses, it has also placed greater responsibility on the business executives that are in charge of the business processes and procedures of the company. In response to this increased responsibility and legislation, top executives have engaged themselves with the reporting processes and requirements of legislation such as the Sarbanes-Oxley Act of 2002.

In addition to the reactive auditing required from this increased legislation there has also been an increase in the need for IT Auditors because concepts of total quality management programs such as Six Sigma require the examination of business processes and procedures in order to improve customer satisfaction and increase productivity and profitability. In-house auditors are very useful when aligning business procedures and reporting to comply with the requirements of the government, but are also useful when applying the concepts of total quality in the processes used for production and services.

Let’s take a look at legislative requirements such as Sarbanes-Oxley to see how the government has increased the need for IT Auditors. The online user-driven encyclopedia, Wikipedia, describes the Sarbanes-Oxley Act of 2002 as a federal law that was passed to protect investors and beneficiaries from major accounting fraud and scandals in businesses such as those that gave reason to pass this law: Enron, Adelphia, and WorldCom. This law contains specific mandates and requirements for financial reporting and disclosures. The idea is that by placing regulations on companies and by assigning responsibility to senior executives future scandals might be controlled (Wikipedia, 2008). By introducing these mandates and requirements, the government has increased the amount of accountability that top executives find themselves responsible for in regards to the company as a whole. Senior executives are no longer able to claim ignorance in regards to the financials of the company and instead are motivated to become informed on all levels. Information systems are the greatest resource for these executives as they continue to become more involved with the processes that are involved with the processing of financial records and reports in the company.

In a BusinessWeek article on the Sarbanes-Oxley legislation and the bind that it places on small businesses, Jeremy Quittner describes that another factor involved with the push for these changes is the market pressure for small companies to comply with legislation such as Sarbanes-Oxley if they are to sign contracts or participate in deal-making with venture capitalists and investors. Financing and business loans are steadily becoming contingent upon documented audits and oversight committees. In fact, Big Four accounting firms have seen so much increased demand for compliance audits that they have had to turn down small clients because they are so overworked (2005). Venture capitalists and investors recognize the importance of this legislation and are now requiring compliance in startups that are looking for the funding and backing they need in order to grow their business. New businesses and private or small businesses interested in going public need to recognize the importance of complying with Sarbanes-Oxley, especially if they want to grow as a company because as the size of their business grows so do the requirements set by this legislation.

While it is true that private or small businesses are able to comply at a lesser rate or at their own pace, legislation like the Sarbanes-Oxley Act is making it difficult for these companies to go public because of the high cost involved with compliance. In order for small businesses to grow they need to focus on the reporting procedures and processes involved with these governmental requirements. These requirements aren’t going to go away anytime soon, in fact they will most likely increase over time as use of information technology and the number of information systems used by businesses grows. The necessity for both outside and in-house auditing will continue to increase as businesses grow and as new information technologies are introduced. This increased necessity for auditing has created a much larger need for IT Auditors especially since more and more startups continue to enter the marketplace and larger numbers of private and small businesses seek to go public.

Sarbanes-Oxley is important because it establishes and assigns the responsibilities for due professional care in regards to corporate governance, accountability, and audit quality in the business environment. As businesses become more and more dependent on computer systems for processing the millions of business transactions executed everyday, it is important for those businesses to recognize the effects of computer processing throughout the entire audit process, and not just during the evaluation of internal control. As a result of the growing use of such computer-based financial systems, the AICPA introduced SAS 48, “The Effects of Computer Processing on the Examination of Financial Statements.” According to SAS 48, the auditor should be familiar with how the audit is affected by various situations including: the extent of computer use in each significant accounting application, the complexity of the organization’s computer operations, the organizational structure of IT activities, the availability of data for audit use, and the use of computer-assisted audit techniques to increase the efficiency of audit procedures (Gallegos, Gonzales, Manson, & Senft, 2004).

In the past, businesses small and large utilized both certified public accountants and large accounting firms to complete reports for their financial transactions. Over the years, computers and information systems have become more cost-effective and easier to implement and now these businesses have begun to use computer-based financial systems because they produce results at a faster, more efficient pace. Businesses have recognized the need for auditors with specialized expertise in IT by recognizing the growing use of computer-based financial systems and the effects of that processing on financial statements and new accounting standards, such as SAS 48, have been set up in response to this trend. As guidelines and standards for computer-based financial systems continue to be issued for those types of activities and the responsibilities involved with rendering an opinion on the financial status of a business continue to be demonstrated, the need for auditors familiar with IT-related systems, procedures, and controls continues to rise. This growth in need will only keep rising as businesses continue to use computer systems for the various processes and procedures involved with the processing and auditing of their financial statements.

As businesses continue to grow and information technologies continue to become a larger part of the company budget, those companies begin to struggle with complying with the legislative requirements involved with such change and growth. Businesses that are realizing increased production and efficiency through information systems will find themselves needing both outside and in-house auditors in order to stay in compliance with legislative requirements. These businesses find that in-house auditors are useful for improving the business processes that are part of the everyday environment of the business. These auditors can be used to maintain control over reporting procedures and the responsibilities that have been handed down by legislation like Sarbanes-Oxley.

After understanding how legislation and the introduction of new information technologies have attributed to an increased need for IT Auditors, it is time to take a look at how businesses have embraced these changes and actually improved their business processes as a result. Many businesses use a Sarbanes-Oxley Compliance Checklist in order to determine how well they are complying with the requirements of the Sarbanes-Oxley Act. Although this checklist is used to determine whether or not specific reports and procedures are in place within the organization, it can also be used as an outline for changing the way a company defines its business from the front-line employee and middle managers to top executives. Applying the ideals behind such legislature to everyday business processes is very useful for those parties responsible for quality management in the organization.

Businesses are constantly changing as they adapt to the environment created by a world-wide marketplace. As businesses change they find themselves constantly building, replacing, and maintaining information systems. Information systems that are effective, efficient, and stable allow for companies to manage and optimize their business as they move towards total quality. In-house auditors in total quality organizations are useful when trying to understand the processes involved with processes in place within the organization. Total quality organizations use auditors in the design process to incorporate new technology into the functional aspects of processes and procedures used to create and deliver products and services. This includes the organizing and streamlining business processes as well as assessing software applications, systems implementation, and defining and assessing potential risks.

Perhaps the most important use for in-house auditors is evident when assessing risks and disaster recovery plans. While information technologies have brought about the possibility for faster, more efficient, and more reliable business processes, they have also brought with them many new risks and operational issues. Such risks include computer viruses, Trojans, power outages, and equipment or system failure. Because businesses are becoming more dependent on information systems it is important to recognize the increased dependence towards utilities and connectivity. Some businesses are solely dependent upon the Internet for completing all financial transactions. These types of businesses have an even greater need for IT auditors.

Recent history has demonstrated that there have been and will continue to be significant changes and innovations in information technologies. These changes and innovations will be accompanied by new and changing legislation for the use of computer systems in financial reporting and processing. Day-to-day business processes involving the use of computers and computer systems for processing financial records and reports have seen an increase in government involvement. As information systems continue to become more widely used for financial transactions and government involvement with computer-based financial reporting becomes more and more difficult to keep up with, the need for auditors with specialized expertise in IT will continue to grow.

References

  • (2008). Sarbanes-Oxley Act – Wikipedia, the free encyclopedia. Wikipedia, the free encyclopedia. Retrieved May 5, 2008 from http://en.wikipedia.org/wiki/Sarbanes-Oxley_Act
  • Gallegos, F., Gonzales, C., Manson, D., Senft, S. (2004). Information technology control and audit. New York: Auerbach.
  • Quittner, Jeremy. (2005). The SarbOx Bind [Electronic version]. BusinessWeek. Retrieved May 5, 2008 from http://www.businessweek.com/magazine/content/05_25/ b3938417.htm?chan=sb
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