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Build it and they will come By: Matthew Kush http://www.makconsultinginc.com Let’s make one thing clear, if you possibly think that just by building a web site, people will automatically come running to your site, you are dead wrong. The greats on the internet KNOW the importance of Search Engines and how vital “good rankings” are to their web site traffic. The greats also know that for some bizarre reason, internet business owners don’t do anything regarding the search engines when these are the PRIMARY ADVERTISING CHANNELS of the internet. The owners just start lobbing money towards paid advertising. Some marketers know these concepts so well, they don’t spend one dime on advertising…and I’m not kidding. They are just following the tricks below and they are getting thousands of Free qualified visitors from all over the internet for FREE! FREE advertising all day and all night! Can you just imagine if you can harness just a tenth of this power, how empowered you will be? Think about doing all of this for FREE without you spending a dime to some internet marketing guy! You can get thousands upon thousands of people coming over to your site just because you built your site correctly, beefed it with the tricks below, and applied them. This is what I use and now I’m going to show the tricks to you! Steps:
FOOD FOR THOUGHT Being a user on the internet, you’ve done searches on search engines.. products, information, whatever..right? Now, let’s say you are on Google and you type in a search…the search engine returns the sites and you go to the one of the first couple of listings..right? Of course…furthermore, do you EVER go past the first page of the results…maybe, but not likely? Then obviously it stands to reason that the sites that see the most traffic are on the first page. To be on the first page of any search result is great news! Statistically speaking, anything on page 3 or past it gets very little visibility…thus resulting in no traffic. Google is the primary search engine for users. Doing well on Google is by far the ultimate goal. Yahoo! and MSN come in second and third respectively. For our purposes, we want to focus on Google…the others will fall in line. Before we begin, you must understand it’s impossible for anyone to guarantee any sort of position on any search engine. It’s impossible to guarantee timing. Some sites will see a change in a week, some in a couple of months!! However, just to make fact, I’ve never had a client not make the first page of Google for at least one of their highly searched terms! In addition, I’ve been flown over the US, helped big named businesses, and don’t even need to advertise my services…my name proceeds me to everyone! STEP 1: KEY PHRASES If you don’t know, a Search Engines sorts websites by key phrases. Ah yes, key phrases…and if you don’t know what I’m talking about, pay attention!! This is by far the most important step in the process. Everyday, people are typing in searches on search engines. From dog car seats to Chicago Skateboards, digits are flying all over the keys. After a user search is entered, a ranked return of websites is delivered on the screen, right? So how do they get ranked? Easy, the site with the most relevance for the search phrase falls in the first spot, then the second most relevant in the second., and so forth. Relevance is dependant on how much weight the key phrases have on your site and how many (TRUSTED) inbound links (other sites sending visitors to your site by a link on their web site) coming into your site that pertain to your category. (note…there are other small factors…but let’s stick with the basics) …whew that’s a mouthful and confusing…so let me explain.. So how does a search engine determine the most relevance? Let’s start with the 1st piece of the puzzle…the key phrases and the weight on your site. I would like for you to go to this address below: http://inventory.overture.com/d/searchinventory/suggestion/ This right here is the Overture/Yahoo! Keyword selector tool, a standard research tool and it’s FREE. This tool shows you how many searches were done on specific key phrases last month. Again, key phrases are just phrases that people type in to find stuff on the internet. Let’s say we were going to schlep dog products online. So type in dog products in the Keyword tool and hit enter. A whole list of key phrases appear…dog cleaning products, dog training products…etc… associated with each key phrase is a number…that number represents how many times the key phrase was searched for last month. So we now know the following:
(I fully realize that these results are for the Yahoo! search engine. That’s quite alright for these results can be applied to all search engines in an approx. manner and the results will not be different from one search engine to the next for the exception of really specific key phrases searched a few time..) This is valuable information because in the end, we are going to go after every conceivable key phrase that someone may type in that would be interested in our product or service. At this point, I want you to write down every possible key phrase relevant to your site that you can possibly think of, throw it into the Overture/Yahoo! Keyword Selector Tool and gather all the key phrases that appear. OK…now another tool you should use is Wordtracker. http://www.wordtracker.com. The trial version is FREE or you can fork $8 a day for the full version. Wordtracker will not only give the key phrases across search engines but it gives variations that are relevant to the key phrase but may not contain the exact key phrase you typed in. (ie. Dog car seat may return a key phrase that’s pet auto products). In addition it will give the KEI results. The KEI is a formula that shows you if you “should” or “shouldn’t” go after a key phrase due to the number of websites actively pursuing that key phrase.
So we now have all these key phrases, we have their count of searches, and we KNOW that if it’s searched a ton of times, well then you would LOVE to be on the first page but it stands to reason that everyone and their sister is gunning for this phrase. So for us to be on the first page is plausible but it will take a lot of effort and time. So, as the top marketers do, and I do as well “get the targeted key phrases”. “Pick up all those little crumbs others are leaving behind!”
Step 2: Take the words to existing pages…. Now we have to place these into our Home or Index page (the very first page in our site). Below I created a quickie site for us to look at as an example.
I know, it’s not the best in the world…but I’ll let you in on a little secret: there are a ton of sites that may not be the best looking, but are doing thousands a day just by pure traffic. That being said, aesthetics are important but not as important as you may think. Traffic is the key to success. Now, as we look at the above page, we humans are looking at copy, graphics, and pictures. When a search engine comes on by to look at our site to see where it should be placed AND how relevant it is for certain terms, it’s reading the HTML of the page below. Here’s the HTML of the page above:
<!DOCTYPE html PUBLIC "-//W3C//DTD XHTML 1.0 Transitional//EN" "http://www.w3.org/TR/xhtml1/DTD/xhtml1-transitional.dtd"> HTML is the programming language for the internet…I know this looks like gobbledygook but this is what the search engine is concerned with. I’ve bolded 2 areas that we need to be concerned with. The first tag is the TITLE Tag. This is the title of our website and very heavy in weight. As you can see, I used 2 key phrases in my title. Many people use something like “My Home Page about Dogs” or something like that. DON’T EVER DO THIS!! You want to use key phrases in the title tag. As you can see, my key phrases are separated by exclamation marks..YOU MUST SEPARATE your key phrases by a hyphen, a comma or some sort of character if you are using them in the same sentence (a tag is a sentence so to speak). Do not repeat the same key phrase or just put keyphrase keyphrase keyphrase…the search engines hate this. The big trick for Google is this, your main key phrase should be listed first with NOTHING IN FRONT OF IT! Don’t forget this! The second is the Meta description and Meta keyword. For the Meta description tag we need to insert a description for our site. As you can see, I used key phrases in my description and you should as well. Give a couple of sentences about your site utilizing the key phrases in your title tag. For the Meta keyword, here you can list 8-10 key phrases. List the same ones in your title tag along with other very important key phrases. The Meta tags may not hold the weight that they once did, but you should still include these for good measure.
So we have 3 very important tags taken care of. These tags have no impact on the aesthetics of your page. So let’s go back to the page we humans look at. As you can see from top to bottom, key phrases are used all over the place, in the copy, in the links, hell even the graphics have key phrases associated with them. The question is WHY??? Let’s take a step back and talk about the weight and relevance again. Let’s say you were involved with an experiment. You were given 2 separate pieces of paper that contained a report on a subject. Your job is to quickly scan both documents and give exact feedback what each paper is about. You have no idea that both papers are written by different people but they both wrote about the same subject: Dog Car Seats. 1 writer dances around the subject of dog car seats and only used that term twice in the paper. BUT THE OTHER WRITER, used the actual term DOG CAR SEATS throughout the report AND the phrase is in bold, italics, and underlined every time she used it! The results are this…the first paper the feed back will be something like this “well it’s kinda about a dog…maybe something to deal with your car…”. Of course that’s your feedback, you never even saw the term DOG CAR SEATS because you have limited time and my God you are skimming for something to hold on to. It was never called out to you and in the end, you have no clue what the report was about, right? The second paper, you would say “DOG CAR SEATS! I see nothing but DOG CAR SEATS and nothing else.” This anecdote is how the search engine looks at sites. It reads it from top to bottom and looks for repetition of certain phrases that determine what this page is about. NOW, this is very VERY important. We know that the search engine will only allow so much time on each site. We know it’s looking for common phrases so it can tell what the site is about, we know it only reads the HTML side of things, and we know it reads from Top to Bottom of the HTML. That being said, you want to use key phrases towards the top anytime you can “without abusing them” so the search engine will hone in on one key phrase for that page. Others have tried to “abuse them” through overuse and they’ve been banned from search engines. So don’t try this at all.
Let’s talk about headlines for copy which is HUGE for the search engines. When you are using a headline, make sure that you use H1 format in your web site program for Headlines and H2 for the summary line below the headline. The search engines know that headlines are important and give it a ton of weight. Get your key phrase in there, first position if possible; give it some love with underline, bold, or italics. Do the same for the H2 tag. After that, you can use the paragraph format for your copy. If you have sub points, use the same method above. In your paragraphs, make sure you use the key phrase at the beginning of sentences and toward the top of the copy…call them out with bold, italics, and underline where the page does not look gaudy….OK. Another spot that has a ton of weight are links. This is important, when you have a link or navigation, please include your key phrase or key phrases that you deem important. If it’s a “same page” link which takes you to the top of the page, make sure the activation is set on your key phrase: Click to return to dog car seats.This activation on the key phrase calls it out in the HTML and the search engines love it. Now, if you are going to another page that’s about truck dog beds….then name the link TRUCK DOG BEDS. Make sense?? If you are ever in doubt, you can go back to the example page above. You can see how each of the links are called out, how pet travel is all over the place, how I have the h1 and h2 tags loaded at the top, how the sentences contain an instance of the same key phrase….get it??? Good. Now, when it comes to any graphics or photos, you can assign an Alt tag. The alt tag is that little orange box that appears when you put your mouse over an image that gives a brief description about it. So assign an alt tag to everything using the key phrase. Whew…that’s a lot….but once you get the hang of this, you will be in great shape. Name (when saving or creating)your pages using the key phrases respectively. Don’t name a page products.html! Name the page dog_car_seat.html. This gives weight to the search engines. Step 3: Build your additional pages! What additional pages?? Ah-ha...this is what seperates normal sites from the powerhouses...for every key phrase you really want, you should have 1 page built featuring that individual key phrase. Just focus on a key phrase per page, build a page regarding that phrase using the tricks and structure above. What is the page going to be about?? Well, it can be a number of different things…you can surf the net and get some ideas.. but what it MUST be is informational. It has to better the reader…you can not put up a page that’s full of nothing but a key phrase abused all over the place. That technique called doorway page, ghost page, or gateway page and A HUGE NO NO with the search engines. So, think about what your reader would love to hear that pertains to your site and that specific key phrase. Don’t ever use the same report or article for different pages and just swap out the key phrase. That’s a HUGE NO NO!! As you keep building these pages, when the search engine comes by…and it does from time to time…it will be able to catch a theme with your site, it will feel comfortable with the key phrases…and it will begin to trust you as a business. When you build these pages, make sure you have LINKS to them on your index page! I can NOT stress that enough and that link should be the KEY PHRASE OF THAT PAGE. So on your index page, you will probably have a section called articles and under that a slew of articles for each of your key phrases. To create the link for the first article have it be something like Dog Car Seats : How they began! Then set the link to your dog_car_seat.html on the words Dog Car Seats no on the : How they began....OK??? Now, here's a biggie....a site map! If you go to http://www.auditmypc.com you will see a FREE site map generator...all you have to do is put in your domain name and it kicks out a site map for you! All your pages you've been writing will be included on the site map if linked from your index page. I want you to put a little link at the top of your page and connect the site map to it...ALL THE WAY AT THE TOP! This will get read by the bots and it's a one stop shop where it will get all your information if it has to leave quickly! Nice...huh? So, at the end of the day, you just built a site made up of individual pages each dedicated to it’s own key phrase. Wow, what a concept…and if you use the tricks that I just gave you above…you will be AMAZED! Step 4: Get your inbound links. Inbound links are sites that have your site on theirs directing traffic your way. Why is this important…because the search engines give much better rankings to those sites that are trusted, respected, and in the eye of the business community are well liked and are leaders. Everyone wants to be friends with them. So get inbound links to your site. Get your site listed everywhere you possibly can. The biggie is http://www.dmoz.com the open directory. It may take months to get listed, but boy is it worth it..talk about a huge boost in your sites’ ranking! Talk to other site owners…call them and see if you can swap links (you put their link on your site they do the same for you). If you want links quickly, you can go here http://www.directoriezsubmission.com. Here you can get your site listed to 100 directories for $37.00. This will give you a ton of exposure in directories, will give you traffic, will give you inbound links, etc…. When you submit, USE KEY PHRASES everywhere you possibly can on the submission form. Let’s go back to getting your inbound links. In the beginning, get links from anywhere you possibly can. However, while your site grows, you are going to be given a page ranking from Google…the higher the rank, the more Google loves ya. So, if you can get links from high PR sites, DO IT! DO IT!
Let’s review so we are all on the same page…. We now know that we need to find every possible key phrase that could apply to your site. We know everyone is going after the broad, most searched key phrases and our chances of getting on the first page of Google (which is our desire) is slim. So we are gonna shoot for those nuggets of gold but by gobbling the crumbs of less searched key phrases. We are going to get our excellent rankings on Google (because that’s the big boy) by building out the HTML, the side that the search engines care about. We will dedicate 1 page per key phrase, we name that page the key phrase we want to optimize for that page, place our key phrases in tactical spots (Title, Meta Keyword, Meta Description), call out our phrases in links, graphics, pictures, navigation, etc. We will use the H1 and H2 tags as much as possible. We know that key phrases have to separated by ,- and so forth in sentences. We know that duplicating a key phrase without these separators is no good. We know that the search engines read from top to bottom so we want our key phrase towards the top, at the beginning of paragraphs, sentences, and tags in the HTML. To show the search engines that we are in business and everyone likes us, we are going to get inbound links and as many of them…preferably ones with a high PR. What to expect when you are just starting out! Look, since you are new and your domain name is new…you have to prove yourself to the search engines by keeping your site up and active for at least a year until they really start to give you a good ranking. I know it sucks but it’s so easy to set up a site nowadays that people do it all the time and never follow through with their site…and the search engines don’t want clutter with dead sites…that’s the reason for the trial period.
So What now? YOU SHOULD START A BLOG AT BLOGGER.COM! Why BLOGGER?? Because who own's BLOGGER...GOOGLE OF COURSE! Those articles on your site about the key phrases should reside on your BLOG AS well! Make sure you follow the EXACT SAME RULES...TITLES ARE HUGE...placement of key phrases are huge! There’s a ton of additional tricks that you can use to drive that full fledged traffic to your site. First, you can get domain names that contain your key phrases that gives huge weight. So if your site is www.doggiesareus.usa you can buy a domain name for cheap and get www.dogcarseat.com and just bounce that to your main domain name...you'd be suprised in traffic on that little nugget. You can hook up to Google Maps for an instant first spot for a key phrase. When getting inbound links, make sure you have one that’s completely dynamic so the Googlebot visits you all the time. The granddaddy of them all, the one that makes or breaks a business, the one that give you the most qualifed traffic YOU HAVE TO WRITE ARTICLES!! Yep, this is the one that got me going. There are a ton of FREE ezine sites out there. I use Ezinearticles.com myself along with others! Now..here’s the deal. I want you to write one article per key phrase. Follow the same rules where you include the key phrase first spot in your title, then compose your article with the same rules as you would a web page. Now, there are rules where you can’t “sell” within the article so be tactful with your article. However, and DO NOT FORGET THIS, use your entire url in the article and make sure it’s active. (http://www.websitetraffictricks.com) This proves huge as an inbound link and yet another chance to have someone see your site! If you don't like writing articles, go to CraigsList.com and take out an ad (free) for a writer. They can spit these articles out no problem. Whoops…almost forgot, when you add your site to Google, they give you a little line explaining about your site…MAKE SURE YOU USE THE SAME RULES AS YOU DID IN THE TITLE TAG! KEY PHRASES!! By all means at this point you can submit to the other search engines. For the quick submission to MSN, please use this link http://beta.search.msn.com/docs/submit.aspx. Whoops, almost forgot the trick to submit to Yahoo! without paying the $249 fee…if you can follow this, very good. Create a my yahoo page, take your blog in blogger. In your blog, your URL should be all over the place, then get the RSS feed for your blog. Go to your “my yahoo!” page and include your blog RRS feed on your page. In due time, your site will be picked up. All of these methods are Free, this is exactly what I do…and know this is what other big-wigs are doing! Laziness determines how much traffic you are going to get. If you apply the key phrases in the right spots, if you keep adding additional pages to your site and write articles, you will be all over the internet and the inbound links will just keep coming thus giving a higher page rank. You will see a dramatic increase in your traffic just by creating content. Just get the content out there and if you honestly believe that you need to pay thousands for this, pahaleeze...this is exactly what they do. Best, M- |
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