So you're a published writer with a career in magazines, newspapers or books, and you're trying to branch out into Web writing. Well, haven't you heard? It is the way of the future, you know. But what separates the greats from the mediocre in the virtual jungle?

1. Great Writing. Unfortunately, many individuals think that when it comes to writing all you need is an Internet connection, spell-check, Wikipedia and a pulse. NEWSFLASH! Great writing is created by fantastic writers who are also knowledgeable and able to research endless topics with accuracy. So if your writing experience boils down to a few covered-in-red papers in college, please don't apply.

2. Strategic Use of Keywords. Keywords are not provided as a mere suggestion, but a necessity. Include the keyword(s) in the middle of your content, and surround it with the suggested additional keywords. For the writers who have made a habit of tossing in a keyword at the beginning or end of a tip—you know who you are— think of the search engine bots as hungry kids, and your content as a rich, nougat center surrounded by chocolate yumminess.

3. Meet that Deadline. Although Web editors don’t need to print issues, we still have to post and deliver content in a timely manner. So as my esteemed colleague, Carolyn, puts it: don’t insult our intelligence by emailing us about your “bad Internet.” Just deliver.