in depth course covers all aspects of getting a
in the major search engines. Please take your time and carefully read
I've included some other effective marketing techniques as well.
Ask anyone with experience in ecommerce. They will tell you that your
web site needs 3 things to be a success...
Traffic, Traffic and Traffic!
It doesn't matter what you
are selling - you MUST bring in targeted traffic
if you want to make profits. After all, you can’t
make sales if no one knows what you are selling,
and how to quickly find it and your site!
So, the important question
How do you drive targeted
traffic to your site?
By advertising? Maybe, but
we all know that advertising costs a LOT of money.
And worse, it often doesn't work. Which means that
you can spend thousands of dollars on advertising
without seeing any results.
There must be a better way
of driving targeted traffic to your
site - right?
Just ask yourself a question.
When you are looking for anything on the Internet,
what do you do? 9 times out of 10, you go to a
search engine and type in something related to
what you are looking for. You then browse through
the results displayed by the
search engine and hopefully, find what you are looking for.
Now, ask yourself another
question. When your customers are looking for something
that you are selling, what are they likely to do?
They too are likely to go to a search engine, type
in something related to your site, and look at
the sites which come up.
Now, just imagine that it
is YOUR site which is listed right at the top of
the search results. Do you think your customers
will come to your site? You bet they will! And
since they are actually looking for what you are
selling, in all probability, they will
end up buying from you.
This means that if you can
somehow ensure that it was YOUR site which was
displayed at the top of the search results, your
site will quickly turn into a TRAFFIC MAGNET -
drawing thousands of targeted customers every day!
And the best part of this is that
you get all this traffic for FREE - you don't need to spend a
dime for getting this traffic!
The Search Engine Masters
Course will help you accomplish exactly this -
it will take you through all the steps that are
required to ensure that the search engines simply
fall in love with your site.
While this course will give
you most of the techniques that we use to optimize
our clients' sites, there's something that this
course can't give you - TIME.
Only you can provide this.
You need to allocate at least 2-3 hours every day
for the next few months in order to put the techniques
described here into practice.
Here's what we will cover
in each of the 5 parts of the course:
Day 1 (today!): Choosing the keywords applicable
for your site.
Day 2: Creating Keyword Rich Pages for
the search engines.
Day 3: Submitting your site to the Open
Day 4: Getting a high ranking in Yahoo!
Day 5: Improving the link popularity of
At the end of part 5, you
will be on your way to search engine
Without further ado, let's
Choosing the correct
keywords for a site
The first step in any search
engine positioning campaign is to select the most
effective keywords for your site. If you initially
select keywords which won't bring targeted traffic
your site, or if you select keywords which no one searches for, all the
time that you spend on optimizing your web site for the search engines
will go down the drain. After all, what good does a high ranking for
a particular keyword do, if no one searches for the keyword or if the
people who search for the keyword are not looking for the products and
services that you are selling?
Today, we focus on the correct
way of finding out the keywords for which you should
optimize your site for the search engines.
This article will give you the formula for the Keyword Effectiveness
Index (KEI) - a mathematical formula which I have developed to help you
determine which keywords you should be optimizing your site for.
Step 1: Open
your text editor or word processor and write down
all the words and phrases that you might have searched
for if you were looking for a company which offers
products and services similar to yours.
For example, suppose your company organizes packaged tours to Australia.
Here's a list of phrases that I might have searched for if I were planning
to make a trip to Australia:
tourism in Australia
travel to Australia
travelling in Australia
travel agencies in Australia
travelling agencies in Australia
Australian travel agencies
Of course, the keywords that
came to your mind may have been different. But
that's not important - the important thing is to
get an initial list of keywords.
You may be wondering why I
have not used single word keywords.
Firstly, single word keywords
tend to be hyper-competitive. A search for "tourism" or "travelling" in
any search engine will probably generate hundreds
of thousands of pages. While it is possible that
you may get your page in the top 10 for such a
single word keyword, it is quite unlikely.
Secondly, because of the sheer
number of pages that single word searches can throw
up, most search engine users have realized that
they can get more relevant pages if they search
for phrases rather than individual words.
Statistical research has shown that most people are now searching for
2 or 3 word phrases rather than for single words.
Thirdly, single word keywords
won't get you targeted traffic.
When people search for "tourism", they are not necessarily
looking for tourist destinations in Australia - they may be interested
in any other country of the world. Even if you got your site into the
top 10 for tourism, you gain nothing from such visitors. However, when
someone searches for "tourism in Australia", he/she is your
potential customer, and hence, it makes sense for you to try and get
a top ranking for your site for that keyword. Hence, whenever you are
trying to generate keywords, try to be location specific.
Try to think of keywords which apply to the geographic area that your
product or service
is designed to serve.
Step 2: Open
any spreadsheet program that is installed in your
hard drive. I assume you are using Microsoft Excel.
If you are using some other spreadsheet program,
just change the spreadsheet related procedures
outlined here to fit your program.
Create 4 columns - one for
the keyword, one for the popularity of the keyword,
one for the number of sites that appear in AltaVista
for that keyword and the last for something I call
the Keyword Effectiveness Index (don't worry -
I'll explain what KEI means
later on). In order to ensure that you can follow what I am saying, I
recommend that you add the following column headers to the first four
columns of the first row of your spreadsheet:
No. of Competitors
Step 3: A
great way to obtain a list of keywords related
to the ones you have developed in the first step
is to use WordTracker's keyword
generation service by going to Wordtracker .
Click on the "Trial" option
at the top of the site. In the page that appears,
type in your name and email address and click on
the "Start the trial >>" button.
In the next page, click on "Click here to
start the trial". In the next page, type in
the first keyword that you developed in Step 1,
i.e. "tourism in Australia", in the text
box. Click on the "Proceed >>" button.
Step 4: In
the next page, WordTracker will display a list
of keywords related to the keyword that you had
typed in. (Just scroll down the left pane to see
the keywords). Now, click on the first keyword
in the left pane which is applicable for your site.
In the right pane, WordTracker will show a list of keywords which contain
the keyword you had clicked on in the left pane.
Then in the table that you have created in your spreadsheet, copy each
of the keywords in the right pane and paste them in the first column
of the table.
Also, copy the number of times those keywords have been used (i.e. the
figure present in the Count column in WordTracker) and paste them in
the second column.
In order to ensure that you can follow me, make sure that you type the
first keyword in the second row of your spreadsheet.
Of course, you should only bother adding a keyword to your spreadsheet
if it is
applicable for your site.
Once you have added all the
keywords in the right pane which are applicable
for your site, click on the next keyword in the
left pane which is applicable for your site. Once
again, WordTracker will display a list of keywords
in the right pane which contain the keyword you
had clicked on in the left pane.
Again, copy the keywords in the right pane which are applicable for your
site and paste them in the first column of your spreadsheet. Also, copy
the figures present in the Count column and paste them in the second
column beside the corresponding keywords.
Repeat this process for each of the keywords in the left pane.
Step 5: Once
you have finished with all the keywords in the
left pane, press your browser's Back button a number
of times until WordTracker again displays the text
box which asks you to type in a keyword.
Type in the second keyword in your original list (i.e."travel to
Australia"), click on the "Proceed >>" button and
repeat Step 4. Do this for each of the keywords that you
developed in Step 1.
Step 6: Go
to http://www.altavista.com Search for the first
keyword that is present in your spreadsheet using
exact match search (i.e. you should wrap the keyword
in quotes, i.e. you
should type a quotation mark " before typing the keyword and a quotation
mark " after typing it).
AltaVista will return the number of sites which are relevant to that
keyword. Add this number to the third column of the spreadsheet in the
same row in which the
keyword is present.
Repeat this process for each of the keywords present in your spreadsheet.
Once you have done that, your first column will contain the keywords,
your second column will show
the popularity of the keywords and your third column will contain the
number of sites you are competing against to get a high ranking for those
Now it's time to calculate
Step 7: The
Keyword Effectiveness Index is the square of the
popularity of a keyword multiplied by 1000 and
divided by the number of sites which appear in
AltaVista for that keyword. It is designed to measure
which keywords are worth optimizing your site
for. Higher the KEI, better the keyword.
I am assuming that you have
created the spreadsheet columns in the way I recommended
in Step 3 and that you are using Microsoft Excel.
If you are using some other spreadsheet program,
you will need to adjust the formula to the requirements
of your spreadsheet
program. Click on cell D2. Type in the following exactly as it is shown:
Then click on the Copy button
to copy the formula, select all the cells in column
4 which have keywords associated with them and
press the Paste button to paste the formula.
The KEI for each keyword will be displayed.
Step 8: Use
your spreadsheet program's Sort feature to sort
the rows in descending order of the KEI. In Excel
97, you would click on the Data menu, click on
the Sort menu item, choose KEI from the drop-down
combo box named "Sort by", click on the
"Descending" option next to it, and then click on OK.
And guess what - that's it!
You now know the keywords which you should optimize
your site for. You can now start optimizing your
site one by one for each keyword, starting with
the keyword with the highest KEI. Exactly how many
of the keywords you choose to optimize your site
for largely depends on the amount of time that
you can spare from your normal business activities.
But whatever the number of keywords that you target, it obviously makes
to go for the most effective keywords first.
Tying up the loose ends:
The number of related keywords
that WordTracker displays in the free trial version
is limited. In order to get all the keywords which
are related to the keywords you have developed
in Step 1, you would need to subscribe to WordTracker's
3, will tell you how you can create
pages which are designed to get top rankings
in the search engines for these keywords. Before
you read Chapter 3 of the course, it is essential
that you develop the list of keywords which
are applicable for your site using the techniques
described. Without the list of keywords, you
won't be able to use the strategies present
in Chapter 3.
here for part 3 of 6