NONE: Re: ONLINE-ADS>> Search engines are dying
Re: ONLINE-ADS>> Search engines are dying
Paul J. Bruemmer (paul_at_web-ignite.com)
Sun, 16 Nov 1997 22:39:42 -0800 (PST)
On Fri, 14 Nov 1997 20:29:00 -0600 (CST) Richard Hoy wrote:
<<Here is the submission strategy Tenagra has found most effective. This
<<covers both search engines and directories:
<<1.) author meta tags for the client's site.
<<2.) assure the site architecture (e.g. page titles, links to the interior
<<content on the front page) is optimized.
<<3.) author 10-, 25- and 50-word descriptions of a client's site.
<<4.) author keywords for the client's site.
<<5.) submit to the top dozen or so search engines/directories.
<<6.) submit the client site to industry-specific/regional directories.
<<7.) have a beer because it is Miller Time.
I'd like to offer a little more detail re: search engine position
improvement...for those who still believe it's worth the effort and want to
"work with" the search engines.
First, do not keyword spam or stuff aka spamdexing, do not use invisible
or semi-visible text, and do not use phantom pixels. These techniques will
get you in trouble.
Secondly, as Danny Sullivan http://www.searchenginewatch.com has mentioned
before...keyword selection is very important.
Step #1 -- Identify "one" (1) specific objective you want to accomplish with
your website. Be very specific.
Step #2 -- Identify a page within your website that best represents your
specific objective. Example: http://www.yourname.com/info.htm. Let's call
this your content link.
Step #3 -- Take your time, discuss with your co-workers, solicit your
clients, talk to your spouse (believe it or not they may have insight you
are not aware of) and distinguish one keyword phrase that best represents
your specific objective. Example: european ski resorts
Step #4 -- Install your meta tags on your content link. If you don't know
what meta tags are, or don't know how to create meta tags, go to a meta tag
generator such as: http://www.websitepromote.com/resources/meta
This software tool will create your meta tags and email them to you.
Step #5 -- Make a copy and rename your content link using your keyword
phrase. Example: http://www.yourname.com/yourkeywordphrase.htm. Make sure
this is a copy and now acts as a "splash" or "bridge" page. Special note:
Please consult your webmaster before you do any of this :)
Step #6 -- Make sure your content link page loads fast, has relevant keyword
text near the top of the page, a couple of short creative and relevant
paragraphs. Use words and combinations of words that the average person
would use in a search. Note: do not use your keyword phrase more than 1x.
*** Special note regarding keyword phrase selection ***
General terms like "hotel" use up visitors fast. Usually dropped after the
client realizes people looking for "hotel" immediately left their website
because they had no intention of going to a "hotel in Sweden."
Same with "skiing." It will drive a lot of traffic, yes.....but the traffic
is not qualified for our "skiing the alps" client.
It is purely from a "targeting" point of view that I raise a concern over
"general" keywords. Search Engines can be a source of "high-quality" traffic
when properly integrated.
**** Continuing...
Now... go to search engine "add url" pages and submit your content link
page. Example: http://www.yourname.com/yourkeywordphrase.htm. Start with
Infoseek, it tends to be the fastest ROI. Give it 20 minutes and see how you
did by searching your keyword phrase on Infoseek.
Be advised, there are a few dozen external influences you will have no
control over, we don't have the time or space available on Richard's o-a
discussion list to review all those factors. However, this is a fine example
of how you can get started in understanding how to work with search engines,
one at a time.
**** Special note about outsourcing services:
If you decide to subcontract these services out to professionals, a
word of caution -- pay for results or don't pay at all.
****
If you want to launch a new website or provide a "volume" of visitors, there
are hundreds if not thousands of banner networks to utilize -- again,
pay for results or don't pay at all.
But if you want to generate "high-quality" visitors and attract a specific
target audience -- search engines are a fantastic source when done properly.
With the right combination, you can achieve an excellent ROI.
Best regards,
Paul J. Bruemmer
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Paul J. Bruemmer 805-564-7152
ClientDirect Division paul_at_web-ignite.com
Web-Ignite Corporation: http://www.Web-Ignite.com
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