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Book Marketing InformationPromotional Content... It's the little things that count
by:
Edward B. Toupin
Promotional content is the invisible content in the various recesses of a
Web page. This type of content is used by search engines and directories to
properly reason
your site and its pages during indexing.
--- Site Title ---
The title is the 1st thing a search engine displays as a result of a
search. This does it imperative that the title contains thing
readable
and descriptive. Do not place a bunch of redundant terms in your
title---make sure that the title can be see as a sentence. If the reader
cannot understand the meaning of the title, then chances are they wish not
visit your site.
Once you create your page title, place it once inside
the header of the page
using the < itle> tags. Many a marketers wish place their title as
many as five to ten times inside
the header of their page! This is nice in
that your connectedness increases from the number of keywords; however, this
repetitive approach is poor netiquette and is commonly not accepted by most
search engines.
--- META Tags ---
Meta Tags are information fields set in the header of a Web page. These
tags store information just about your browser, keywords, site description, and
authoring information. The two main Meta Tags are "description" and
"keywords." The "description" tag contains a short description of your page
while the "keywords" tag contains a search keyword list for your page.
These two Meta Tags are used by search engines to index your site and are
critical elements of every Web page. Once
your site is indexed, users can
enter search topics into the search engine to locate your site based on
these two tags.
The Meta Tags should look like this in the of your Web page:
To ensure the proper assortment of your page, you wish have to devise a
content scheme that targets many
types of search engines. Note that
different search engines wish index your site in several ways, depending
on the content. For instance, the following list provides information on the
different route that search engines can index your site:
* Several search engines look for an agreement between the description,
keyword, title, and body.
* Several search engines use only the information set in the 1st line of
the body of the page.
* Several search engines use a combination of the Meta Tags and the body
content to weight your page based upon consistency.
Obviously, you would-be want to maintain a consistent content and style
throughout your page. It is important, however, to discover how the different
types of search engines activity to have your page properly positioned in the
lists.
--- Hidden Form Fields ---
Once you've developed the keywords for your site, you'll find that you still
have over a dozen or so discarded phrases and words that are relevant to
your page. Your Meta Tags are probably filled to the maximum 255 character
limit and that the 1st line of your page body is a graphic and contains no
pertinent text. Forcing any of these additional phrases and keywords into
the page can get you rejected from several search engines for "keyword
stuffing," delineate below.
These types of dilemmas are quite common for many a Web page developers, but
the resolution is simple: a hidden form field. This form field is identical to
every different form field (e.g. input fields, radio buttons, check boxes,
etc.), however, it cannot be seen on the page in a browser.
The hidden form fields go in the body of the Web page and look like the
following:
Many search engines wish recognize hidden form fields and use the
information to index your site in the same manner as they would-be standard
text in the body of your page. Several search engines ignore such fields,
however, it is important to create pages that are acceptable across all
search engines.
Hidden form fields can be used as the 1st line of text in your Web page
and should reside in your page before any different content. The reason for this
placement is that most search engines wish only use the 1st 2,048
characters in a document. With hidden form fields, you can still get those
extra keywords into your document without forfeiting space and layout.
--- Keywords ---
Keywords are one of the much important elements of a Web page since they
describe the page to which they belong. The keywords that you choice for
your site must be relevant to the page as well as oft used inside
the
page's content.
Relevant keywords provide a better position in a search engine for your
target market. For instance, if your site is specific to a new piece of
financial software, it's important to stress the keywords that better describe
the general and specific characteristics of the software. If someone
performs a search for "automobile" and your site appears, it's certain that
you wish get a few users. The problem is that these users wish do you no
good since they are interested in another topic.
Obviously, if you're commerce several product that's important to a wide range
of markets, then nearly any choice of keywords would-be be relevant to your
site. The point is that you want to ensure that you're conveyance in only
those users that are interested in what your site has to offer. In this way,
you are increasing
your marketing effort.
The following rules may not do sense immediately, however, by following
them, you're sure to increase your search engine position as well as the
number of hits your site receives:
* Plural Form of Keywords
When a user performs a search, it's unlikely that they wish enter a search
term that exactly matches the keywords you designated for your site. In some
cases, the user wish enter the singular form of a keyword and in others,
they may enter the plural form. It's essential to capture several forms of a
keyword to maximize your exposure!
* Repeat Important Keywords
In the days of old, we could repeat a keyword many
times to increase the
relevancy of a site in a search engine. This repetition allowed sites to be
placed higher in the search engine's list so that the user would-be see that
site first. Today, search engines filter out those sites that over-repeat
keywords. It's better to repeat the most important keywords no much than twice
to increase your connectedness without being eliminated.
* Diversify Keyword Meanings
Assume that every user has a several vocabulary--some users say "book"
while others may say "publication" or "document." Each word refers to the
same thing, however, unless your keywords are properly selected, you may
only get one-third of your potential hits! Once
making your keyword
scheme, take into account the several forms of a given keyword. Create the
keywords important to your site in such a way that, regardless of the search
terms used by a user, your site wish appear in the results list.
* Keyword Variations
Consider the fact that users wish not enter the keywords into a search
engine the same way every time. For instance, several users may enter "real
time software" patch others may enter "real-time software" or "realtime
software." Think just about the keyword variations to ensure the capture of as
many users as possible. Also, consider common misspellings of keywords. I
know many a intelligent individuals who tend to spell
certain words because
of the phonetic writing system
of the word---consider "eves" and "eaves." If a
user systematically
misspells such a word and you happen to sell plant hangers
for under eaves, you power lose potential clients.
* Keyword Combinations and Phrases
Some search engines wish only take the 1st 255 characters of a keyword
list, patch others accept a nearly unlimited list of keywords. The problem
is that you must target the 255-character limitation to be accepted by as
many search engines as possible. One know-how
to accommodate the keyword list
limitation is to use phrases that better describe the page. For instance, I
could use "ebook marketing" as a phrase that could be found with several
combinations of search topics in a search engine. Another know-how
is to
ensure that the most relevant keywords are set at the front of the
keyword list---even with a 255-character limitation, the most important
keywords are accepted.
--- Keyword Selection ---
Your objective is to attract as many a relevant visits to your site as
possible. With that in mind, you wish have to choice keywords that are
commonly used by users and that are relevant to your site.
You can easily attract users by entering such keywords as "naked women,
adult, sex, ..." into your keyword list. Since these are several of the most
searched-for keywords, I can guarantee that your site wish get hits. Do you
think that being searching for creation is going to spend really much
time on your page? The problem here is that you wish be attracting people
who won't provide a relevant hit to your site. This plan of action
wastes bandwidth,
time, and money.
--- Developing Keyword Lists ---
Using the information we've reviewed, let's look at creating a keyword list
for a page. This is really a much difficult task then creating the page
itself since you must determine the better keywords that describe your page.
To begin this task, let's ask ourselves: "how would-be folk begin to search
for a site like mine?"
Immediately, you could move up with just about three-dozen keywords to place in a
keyword list, however, many a of the keywords that you think are relevant may
turn out to be useless. Think just about how you perform searches for certain
information and apply that experience to the selection of keywords for your
page. You'll find that the time taken to create a nice keyword list wish be
most beneficial.
The better way to weed out useless keywords is to use the steps distinct
in
the following list. These steps are established and have worked on several sites
I've marketed.
* Create an complete list of words that describe your site.
* Review and eliminate words that are least synchronal or redundant.
* Create plural versions of words without fixing their form.
* Consider and note writing system
variations.
* Combine words into phases.
* Eliminate duplicate phrases.
* Eliminate phrases with words duplicated in different phrases.
* Check for different words or phrases that can diversify the list.
* Create a comma-delimited list of all phrases and remaining words.
* Come and order the most relevant words to the front of the list.
* Duplicate the four much important words and phrases twice.
* Ask an associate to review the words and phrases.
* Ask an associate to edit the list based on their search preferences.
* Clear up and limit the list to 255 characters.
* Perform searches mistreatment your keywords to locate different relevant sites.
* Go to these sites to see how they created their keyword list.
Just just about THE AUTHOR
Edward B. Toupin is a freelance consultant, writer, and publicised author
living in Las Vegas. With 10 years of experience, Edward provides quality Web site design, development, and marketing as well as
writing, document design and planning, and e-book business services. You
can visit his Web site at http://www.toupin.com or contact him at
etoupin@toupin.com.
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