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Web Sites Pages Promotions To The Search Engines

By: Jeff Frieberg

Jeff Frieberg, 43, is a full time web site promotions guy at The CyberEye ® and also a licensed private detective. He is a graduate of the University Of Pennsylvania, with a degree in Literature.

In Web sites page promotions to the Search Engines, Html code can be the Best Friend of the skilled Web Master. However, for Web Site Promotions, knowledge of the Code is not enough. Much more is required to Get Your Site Noticed, amid the millions of other Sites on the Internet.

To put it Simply, perhaps 85% of the Key to Web Site Promotions Success is in the Meta-Tags, and in Page Content, Headlines, and Text. However, what is required is a special knowledge and deep understanding of mostly misunderstood techniques for applying the code.

Also a factor is the constantly changing environment of the Search Engines, and what they are programmed to do. They are algorithms, virtual robots.

An important factor is the use of Promotions and Advertising-Based Key-Words, woven deftly into your Text, and otherwise "hidden" words in your HTML code, where the Search Engines find them and Index them. Some of these come under the rubric of Trade Craft, or, maybe, "Tricks".

Web Site development needs to be targeted precisely to the part of the World you are trying to Market. It must be tightly controlled, well thought out, detail oriented, and geared to Sales, not Awards for Design!


MetaTags & Stuff:

Unless you are well known Like Microsoft ®, or Hewlett Packard ®, or Bill Gates, its not practical to take up important Meta Tags space broadcasting your name as a keyword.

However, you can create a page that does repeat your name as a keyword, just in case someone is searching for you. Also, it certainly won't hurt if you have an "About" Us, Me, etc., Page. Be sure to sprinkle it with Keywords.

There are a zillion words in search engine databases. Certain searches on common variety words like "website" or "children" or "sizes" will not produce good results at all!

To sharpen a search, therefore, most people use word phrases, "power phrases", to pin down what they're looking for. Along these lines, however, trying to be anticipate every single phrase that might be searched will be very difficult.

So, you will need to come up with sure-fire, common, known, hit phrases, to use as keyword phrases in your Keywords Lists.

Examples of common phrases might be "Space Shuttle Launch," or "Global warming," or "stocks and bonds," or "Lapland vacations," or "dog bites," or "malpractice lawyers," or "shopping cart service," or "secure servers," or "web site promotions," etc.

If the searcher is looking for "Lingerie" then most engines will search for "Lingerie" with an uppercase "L" ONLY.

If your page has only "lingerie" in it, (lower case "l"), you may not be found!

On the other hand, if they search for "lingerie" (lower case "l"), and your page has "Lingerie" on it, most engines will find it.

Therefore, it pays to make sure you have at least some of the keywords in uppercase or starting with an uppercase letter. The best place for this is in the and HEADING of the page, and at the beginning of sentences, and in your Keywords, of course! <br><br>Don't list the same word several times, "touching," because the Engines might ignore you, or dump you out. <br><br>You can use the keyword about 4-6 times safely in your Keyword List, but separate them by other words in the list, or page. No "touching" of the same or very similar words, and not more than 4-6 repetitions. <br><br>Do NOT make the text the same color as the page background. Just Don't do it." Nuff Said! <br><br>Use the plural of a keyword when reasonable. Like, if someone is searching for "dogs," but you have only "dog" as a keyword or Title, etc., then you may not be found. <br><br>Conversely, the word "dogs," if you use it, contains the word "dog," so someone searching for dog might find it on your site! <br><br>However, some engines want to see the word as singular, plural, upper case, and/or lower case! <br><br>This one's really perverse: if you use "marketing" in, say, your Title tag, a search on "marketing" and/or "market" should result in a "hit." However, if you use "market" a search on "markets", or "marketing" may not result in a hit! <br><br>(I LOVE this, don't you ? Easy, right? ) <br><br>Create your page names, URLs, using good keywords. That way you score a few more brownie-suckup-up keyword points for any search engine that might actually index the page name. However, this is nothing to go back and start changing on your site now, unless you are bored. <br><br>While everything herein does all vary from search engine to search engine, most will analyze via algorithm, and 'grade' the placement of keywords on your Web site. Also, they will grade the site's title, and description. <br><br>This is what matters a lot to the heart of a Search Engine: <OL> <LI>Where in a Web site's title or description a keyword shows up. For example, if the keyword is at or near the 'beginning,' this is better than being at the end.<BR> </LI> <LI>How many times is the keyword used. More is better than not, but too much is bad.<BR> </LI> <LI>The total number of Keywords in your web page compared to each other, proportions, and also to the total number of Other Words appearing on that same page, is very important. Some Engines like maybe 150 words on a page, and others are hot for up to 800 words. (Go figure!)<BR> <OL TYPE="A"> <LI>Some search engines will actually analyze this relationship, and use an alogorithm to 'guess' at a word's relative importance. So, if you are selling 'greeting cards,' make certain the phrase is peppered throughout, and near the Top, and near the Beginning. However, some engines don't want to see the words in the middle of the page. (Are you getting this?)<BR> </LI> <LI>To clarify, the relationships of keywords on a Web page in relation to everything else on that page, can be Very Important.<BR> <OL TYPE="a"> <LI>If the page contains the words 'loans' and automobiles,' and they are close to each other, then the phrase 'automobile loans' will be better than 'New automobile loans,' because the word 'new' is not on the page. See?<BR> </LI> </OL> </LI> <LI>Recapping: Where keywords are actually situated on a page is very important. For example, in most engines, putting the keywords in the Title of the page or in the Heading tags, and/or near the Top, and/or Beginning, will help.</LI> </OL> </LI> </OL> To recapitulate a bit and emphasize, META tags are only part of your equation. <br><br>You must also figure out what the Target Market (people) will actually type into the search engine when they are looking for your "Product." Next, add in the most common synonyms and <BR> misspellings, in order to cover all the bases. <br><br>Keep these as few as possible (forget "1000 characters" for your Metatags, should you run across it elsewhere.) <br><br>If you do hit upon a few powerful keyword phrases, like, maybe, Blublocker® Sunglasses," or "precious metals," or "ABC News," or "Queen Elizabeth," then use commas to construct them into actual comma delimited phrases. <br><br>The Meta Description should be brief. It's the most important 150 character ad' you will write. It needs to entice a "Surfer" to become a "Visitor." Some Engines will index words in your description, and some will ignore it, but use your keywords in it anyway. <br><br>Explain exactly what information your site contains, and, or what your main Product features are. If interestingly done, this will help convince Surfers to Visit. <br><br><B><FONT color="#990000">Here's what it almost all boils down to:</FONT></B> <OL> <LI>You need a good <TITLE>75 characters<TITLE/>, using the most important keywords.<BR> </LI> <LI>You also need a good <H1></H1> Headline right up at the top at the top of HTML code with the critical keywords in it.<BR> </LI> <LI>And you need a well written <FONT>paragraph</FONT> right under that <H1></H1> to explain what the Site will Do for the visitor. All of these must contain critical Keywords.<BR> <OL TYPE="a"> <LI>The size of the <H1> can be limited to no less than 12 pt. font. (This should appease the web site artistes.)</LI> </OL> </LI> </OL> Finally, (I apologize if I am "preaching to the choir") You must figure out what your Stuff actually Is, who might want It, how to help them Find It, and how to get them to BUY IT! <br><br>An award-winning Site, or a pretty Site, does not necessarily mean Traffic or Sales. What we are after is Traffic, and Sales, not Prizes!</TD> </TR> </TBODY> </TABLE> <br /><FONT size="-1" color="#cc0000">© Copyright 1999, Jeff Frieberg, The CyberEye ®, 1998,1999</FONT><CENTER> <br /><TABLE bgcolor="#EEEEEE" class="bottom-outset-table"> <TBODY> <TR> <TD class="smalltablehead"><B><SPAN class="smalltablehead">Other Articles by Jeff Frieberg</SPAN></B></TD> </TR> <TR> <TD class="smalltabletext"> <UL><LI class="smalltabletext"><A href="article.phtml?id=8" class="smalltabletext">Focused Presentation Internet Marketing</A></UL> </TD> </TR></TABLE> </CENTER><HR> <FONT size="-1" color="#000099">The author assumes full responsibility for the contents of this article and retains all of its property rights. MarcommWise publishes it here with the permission of the author. 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