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find the best keywords and phrases. Overture has a good one called the
Overture Keyword Selector Tool. You can find it at:
http://inventory.overture.com/d/searchinventory/suggestion/.
Another good one can be found at: www.trafficology.com/research/.
To find the best keywords and phrases, you must:
1) Get into the heads of your likely customers. Imagine what key-
words you would be typing into search engines if you were look-
ing for your product.
2) Test your keyword clicks and conversions by using a small cam-
paign on Google AdWords.
This process will help you identify the best keywords and phrases to
maximize traffic to your site. You will need at least 30 of the best key-
words and phrases that relate to your product or service. Think of every
possible combination your prospects might type into a search engine. Be
sure you include keywords that are as specific to you as possible, as well
as the broad categories that describe your business.
Just remember that if you are a small computer store in Great Falls,
you will not rank high for general searches of just the word computers.
Those spots are taken by the big boys, Microsoft, Dell, etc. You will cer-
tainly want to include the word computers because that s your busi-
ness. But you must also have keywords that specifically describe you and
not Dell or Microsoft. You want to be #1 for those who type in Great
Falls computers or computers Great Falls.
Key #2:
Get your site linked by other sites that are listed
in search engines.
Search engines find sites by crawling through the Web from link to link
with programs called spiders. So having other sites linked to yours is
critical. Search engines also track link popularity. If lots of people are
clicking links to your site, this helps your ranking. In fact, once you are
listed, the search engines then track how many people are clicking onto
your site. This dramatically affects your ranking for the keywords you ve
selected.
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Automatic Marketing
There are several good ways to have your site linked by other sites.
The simplest way is to ask. That is, ask a site you want your link to ap-
pear on to link you. Offer to provide a link on your site to their site in
exchange. Many will say yes because they know links help them.
You can also find out who is linking to your competitors by using a
linking tool such as Zeus, Arelis, or Link Spider. If you enter the URL of
your competitor, the program will give you a list of all pages that link to
your competitor. These programs then allow you to email these sites, or
you can contact them directly by phone to ask for a link to your site or to
propose a link exchange.
There may be directories of companies in your industry. Be sure your
site is included in these directories with your link.
Run ad campaigns on Google AdWords. You ll be amazed at how
many sites will include your ad as part of the Google AdSense program.
That s where people earn income by running Google s pay-per-click ads.
These can count as links to sites.
Key #3:
Put the most important keywords on every page
of your site.
Search engines want to make sure the keywords and content of your site
are clearly connected. If the search engine is not finding your keywords
in the text of your site, this hurts, often fatally. Have your keywords scat-
tered throughout your pages, but only where they make sense. Search
engines consider excess repeating of keywords spamming or stuffing.
You might put your keywords in bold in a couple of places. I m told that
can help, but I m not sure about that.
Key #4:
Use the and tags and put your keywords
between them.
This is just some HTML code you should be aware of. With the online
and off-the-shelf Web site building programs that make it easy for the
layman to build a site, it s not necessary to know any HTML code any-
more. But it s useful to know some. All the good Web site building pro-
grams allow you to edit using code or in a Word-style program that acts
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exactly like a word processor. But you should become familiar with some
basic HTML code to optimize your site.
Key #5:
Include your keywords in the ALT attribute of
your IMG tag.
This is some more basic code you should become familiar with.
Key #6:
Include your keywords in the TITLE attribute of
your tag.
Ditto. More HTML code you should know to optimize your search en-
gine ranking. It s not so tough to learn, and it s kind of fun.
Key #7:
Have a title for each page that includes your most
important keywords.
Search engines want relevant titles of Web pages listed on their searches.
A title with the main keywords tells search engines and readers that this
Web site is on point and on message.
Key #8:
Have a unique title for every page.
Otherwise the search engines will think you are spamming them or that
the material is repetitive. You want every page of your Web site to come
across as unique and interesting in the eyes of the search engine, but also
on point with the keywords and phrases being searched.
Key #9:
Make your title one that describes benefits to the reader.
Search engines reward you with higher rankings when lots of people click
through to your site. Think of your title for each page as your headline in
all your ad copy. But don t use empty hype words like greatest and
best ever. Both search engines and readers discard such empty hype.
Make your titles compellingly factual and on message.
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Automatic Marketing
Key #10:
Include your keywords at the very top and very bottom of
every page in your site.
But do so in a way that makes sense, not in a way that the search
engines will think is spamming.
Key #11:
Don t use too much java script or flash programming.
Search engines don t like lots of code. Search engines like clean sites with
a minimum of code.
Key #12:
Include your physical address on your Web site.
You will probably want to include the city you re in as among your key-
words anyway. So you should include your physical address in the text
of your site everywhere that it makes sense to do so. I don t know for
sure, but I have a sense that search engines like sites with physical ad-
dresses.
Key #13:
Submit your site to search engines.
This is easy. There s no need to hire a company to submit your site for
you, but you can if you want. Each search engine shows you how. Fol-
low their instructions very carefully. Here s an important tip. Include the
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