Search Engine Marketing

by Howard Jamison

Here are some key items to keep in mind when you are finishing the design of your site and getting ready to market it:

Titles and Meta tags

All the search engines treat the meta tags differently. Some don’t count them at all but it is best to have them on all important pages. (You can read the HTML code in an Explorer browser by clicking on "View" and then "Source"). Here are the important tips to consider:

1) Title (the title that appears at the top of your browser). This is the most important and should include your main keywords.

2) Meta tag – Description. The description may be what the search engine uses in their listing so take care to be concise and accurately describe your business in 25 words or less.

3) Meta tag – Keywords. They are not as important as previously, but still worth spending time to get the best possible. Start by making a list of what words or phrases potential customers would use to look for a website like yours. Do an online search of your competitors sites and review their keywords. Rank your keywords and keyword phrases in order of importance. Put the keywords people are likely to use most near the beginning of your list and those less likely to be used near the end. Most search engines limit your title and metatag information. Make sure the keywords relate to the content of the page. (Do not repeat the same keyword more than 3 times)

You can use this free tool to assist you with selecting keywords: GoodKeyWords .

Also check out this excellent keyword analysis tool: WordTracker.com WordTracker helps you find all keyword combinations that bear any relation to your business or service - many of which you might never have considered. Then for each major search engine, they will give a rating as to which keywords would be the best to use.

Make sure you use meta tags that relate to the content of the page. It is important that your web designer/marketer create the best meta tags for your site to attain as high a ranking as possible. The use of frames, flash, and numerous graphics will probably lower your chances of obtaining a high ranking. Try using a development tool like xSitePro.

Keyword Density

Content is important. Some search engines scan the first paragraph or 100 words to see if the title and meta tags relate to each other. At least with some search engines, keyword density appears to be an important aspect of search engine optimization. A high ranking requires your pages to maintain optimum word depth and keyword density. Keyword density is the ratio of a keyword or keyphrase to the total words (depth) on a page. To rank highly, your keyword density must not be too high or too low. To test your key word density, go here: www.keyworddensity.com Also, try out this unique site: Live Keyword Analysis.

Some of the engines place relevancy on the H1 heading tags, especially toward the top of your home page. Also, anchor links are important. Use keywords in your links and have those link to a "keyword" titled page such as home-business-ebook. (The destination anchor of a link may also be an element within an HTML document such as a graphic). Another tip to boost relevancy is to insert your keyword phrase in your ALT text for all your images, especially on the home page.

When someone searches using one of the words that appears in your title, metatags, and text copy, your site will likely be listed by the search engine as a top choice. The best way to get favored treatment from search engines is to have a tightly focused site that presents a lot of information on one or two narrowly defined topics.

Resources:

Check your HTML and meta tags here:

www.netmechanic.com

www.virtualpromote.com/tools

http://www.scrubtheweb.com

You can learn more about meta tags and search engines here:

searchenginewatch.com

searchengineshowdown.com

You now have an option with trying to get listed in the search engines. One is trying to get in free by having a well designed site. By using a tool like xSitePro, you will have a better chance. The other way is to pay a fee for a listing or for "clicks".

Pay-per-Click Search Engines

“Pay per click” search engines, or pay for ranking search engines, are one of the fastest and most effective ways to attract cheap, targeted traffic to your website. The first and one of the most popular pay per click search engine is Overture. I have been using them for several years.

Overture (formerly GoTo.com and now owned by Yahoo)

Advertisers choose their priority listing in the search results by paying for placement, with the highest paying advertiser's site appearing first in the results. Each advertiser pays “Overture” the amount of its bid whenever a consumer clicks on an advertiser's listing in the search results.

Bids can start as low as 10¢ and go up from there. (For one of my past clients, I purchased over 100 words to help drive traffic to the site.)

Overture has a very handy “search suggestion tool” which tells you exactly how may searches were conducted on a keyword and words that relate to your main keyword. Also, a “bid tool” can be used to determine what the current bids are.

The words you bid on must relate to the page it will be linked to or Overture will not approve it. Currently it takes $25 to open an account (funds apply to the words selected) It generally takes 1-3 days to have words approved.

The top three bids at Overture currently will be used by Yahoo, AltaVista and others in their search results. (Yahoo is currently taking the top five bids with three listed at the top of the page and two near the bottom of the page)

This is a great way to get your website at the top of several search engines within a couple of days of submitting your terms.

Test the system out yourself by going to Overture.com and searching on a term that interests you. Then go to Yahoo or one of the other major search engines that has an agreement with Overture and notice the listings.

Because of the competition to get a top three (premium) listing, the cost on popular words is going up. There are other companies now trying to duplicate what Overture has been doing.

Other pay-for-placement information is available here: PayPerClickSearchEngines.com But be careful about the other companies that may be offering a lower rate then Overture. If they have very little traffic or very few agreements with other major search engines, you will get very few “clicks” and your money will be sitting in their account, unused and wasted.

Google

The Google AdWords program is a little more complex then Overture but it has some unique features that are definitely worth trying. Some of these features include targeting geographically, daily budget limit, and the use of “negative” words (words you don’t want to come up). You can get started for only $5 and have your listings appearing in less than an hour. Your ads will appear in a colored box on the right side of the page. Check out their tips here: adwords.google.com/select/tips

Directories that require a fee:

Yahoo –Yahoo is now charging $299 year for all businesses. They will review your site within 7 days with no guarantee it will be listed (if it is a legitimate business there is no reason it won’t be). If your budget can afford it, go for it since Yahoo can potentially supply a lot of traffic to your site. Yahoo is very specific on their requirements. You must make sure the website is complete with no broken links and your title and description accurately describe your business. And you have to make sure you submit the site into the correct category.

Free Search Engine Submit Links

Go to these major sites to list your URL for free:

MSN = http://search.msn.com/docs/submit.aspx?FORM=WSDD2

Google = http://www.google.com/addurl/?continue=/addurl

Yahoo = http://submit.search.yahoo.com/free/request

Free Directory

Dmoz.org - (The Open Directory Project) It is a web Directory of Internet resources which is something like a cross between a huge reference library and the yellow pages. The Directory is hierarchically arranged by subject - from broad to specific. The ODP is maintained by volunteer community editors who evaluate sites for inclusion in the Directory. They are the experts, and all submissions are subject to editor evaluation. They aren't a search engine and they pride themselves on being highly selective. This source is now being used by AOL, AltaVista, Google, Lycos and other search engines to supplement their own database. It is very important to be listed in this Directory.

Go here to add your URL: http://www.dmoz.org/add.html

Submit Free is a free site submission service to 20 smaller search engines:
http://www.ineedhits.com/free-tools/submit-free.aspx

NOTE: You will probably receive solicitations in the e-mail from businesses that claim to be able to submit your site to hundreds or even thousands of search engines. Don’t do it ! For one thing, there aren’t that many search engines! It will be a waste of your money and you will end up receiving hundreds of "spam" e-mails.

This article is not for distribution elsewhere. It is only for your personal use.
Copyright 2006 Howard Jamison

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