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Home - Internet Marketing Guide > Chapter 3: Search Engines & Traffic
Ask the pay-per-clicks Pay-per-click sites actually let you see how popular a keyword is. They’re not being kind; they’re trying to make money. The more webmasters bid on those keywords, the higher the bids are going to rise-and the more money the pay-per-clicks are going to make. FindWhat, for example, has a Keyword Center, and Overture a Keyword Suggestion Tool. Both are very handy, but they also require you to open an account. That can cost a few bucks, but when you have a lot of sites covering a lot of different areas, it’s usually worth the expense. Use a specialized tool Not too surprisingly, a number of companies have popped up to supply specific keyword services for a fee. The best of these is WordTracker.com. They’re not bargain basement, but you get what you pay for. They’ll give you all the keywords you need and in my experience, they’re a sound investment. Googlefight.com is another useful tool to see whether one keyword is more popular than another. The site compares two keywords and tells you which is more popular. It’s free and has a limited use, but it’s fun to play with. Don’t worry too much about the competition though. Some people will tell you that you’re better off trying to find keywords that no one else has thought of-as if there were any-and others will tell you to throw in keywords that are only slightly relevant to your businesses.
In my experience, that’s a waste of time. If your competitors are using certain keywords, it’s because they know they work. And if you pick up any users using irrelevant keywords, you’re not going to sell them anything. Don’t try to reinvent the wheel here: just try to figure out the most popular keywords and the best key phrases to put on your site. Whichever of these methods you use-and I tend to use more than one-you should end up with a pretty comprehensive list of keywords that you can stick into your website. The next question then, is how do you use them? When a search engine assigns relevancy to a site, it looks for the keywords in a number of specific areas. Title Tag The title tag is written in the <HEAD> section of the web page and after the <TITLE> tags. It’s usually the line listed in the search results as well. For example, the New York Times’ title tag is "The New York Times on the web: Daily international, national and local news coverage from the newspaper, breaking news updates, technology news, sports, reviews, crosswords, classified ad listings." That looks long, but the title tag is usually between 50 and 80 characters including spaces. Different search engines have different limits so you want to make sure that your most important words are near the beginning of the title. When you look at the New York Times’ site, you only see "The New York Times on the web".
The rest of the title is made up of keywords and phrases but in fact, you don’t want to put in too many keywords here. Just place one keyword as the second or third word in the title. Too many, and your site could be seen as spamming. You can also list more keywords in the <META Keywords> and <META description> sections of the <HEAD> area, but because these areas have been so abused in the past, a number of search engines today will skip right past the title tag and go straight to the web copy.
3.5 Web Copy for SEOThe search engines will scan the text on a web page to see if your site is relevant to the search term. That means that in effect, your web copy is going to have to do two things: to persuade a customer to buy, and persuade a search engine it’s relevant. | |
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Home - Internet Marketing Guide Table of Contents Introduction to Internet Marketing Chapter 1: Getting Started Chapter 2: Internet Business Ideas Chapter 3: Search Engines & Traffic Chapter 4: Advertising & Customers Chapter 5: Affiliate Programs Chapter 6: Email Marketing Chapter 7: Newsletters Chapter 8: Joint Ventures Chapter 9: Information Products Chapter 10: Press Releases Chapter 11: Viral Marketing Chapter 12: Hot Software Products Chapter 13: Working from Home Conclusion: Skyrocket Your Profits Resources Reprint Article Marketing Ebook Registry Fix Free Software Autoresponder - Email Marketing Trial Social Bookmarking Site Directory Foum Directory Site Map |
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