Here are the little-known search engine secrets to give you
an almost unfair advantage over all those other Web marketers out there. As you
read this report, we are sure you'll get excited about the additional traffic
you will attract using these techniques thanks to Softech Solutions technicians
who make it possible ! . Once again bringing you this important information at
no charge, now you will never have to wonder what you may have been missing next
time you see someone trying to sell you the same information!
11 Power-Packed Secrets For Using Search Engines To Build
A Consistent, Steady Flow Of Traffic To Your Site.
#1 What to "name" your site to
draw traffic like a magnet The "secret" pulling power of the word "secret"!
The name of your site has
a dramatic effect on the number of visitors your site receives. Let's do a brief
exercise to see how this works. Let's say you are surfing and would like to find
out more information about accounting, tax laws, and ways to save money on your
taxes. Just below you'll find what a typical search would present if you were
to search for "accounting" in a search engine. Take a look at the following website
"titles" and determine which one of these sites you would click on first.
Waterman, Jewel, Rathburn Accountants Home Page Statewide Financial Management.
These pages are updated frequently. Check back often! This information is provided
for accounting practices...
Frank's Accounting Practice Key Telephone Numbers. Accounting Office Reception
- 8 a.m. to 5 p.m. 123-1247. Accounting Satellite Office
Jealously Guarded Accounting Secrets The IRS Prays You Never Find Out!
you'll discover 10 little known and rarely used tax deductions that the IRS would
prefer you didn't know! Learn confidential, inside information by a savvy accounting
professional who has firsthand knowledge.
Which one did you choose? Did you want to learn more about
the Waterman Jewel, Rathburn home page? Or how about Frank's Accounting Practice?
If you are like most people, you probably wanted to know what the jealously guarded
IRS secrets were!
Many websites on the Internet today have
bland, boring names for titles, like the first two titles mentioned above. But
the title is one of THE most important factors which determines if people come
to your site! When someone does a search on a search engine, your title is often
one of the ONLY things that determines if that person is going to visit your site.
The savvy, astute web marketers on the Net today name their sites with exciting,
provocative titles. Titles that get peoples attentions and literally "draw" them
to their site.
a way you can do this.
people LOVE to hear secrets and have an almost insatiable desire and interest
to hear them. Check out the headlines of the largest circulating (Over 18 MILLION
readers) weekly magazine the National Enquirer sometime. (Enquiring minds want
to know!) Pick up an issue and you will receive a years worth of marketing lessons
with just one sitting. You won't find one issue that doesn't mention someone's
"secret" diary, or a "secret" love affair that was recently exposed. A great deal
of success of this magazine has had is due to letting their readers "in" on a
celebrity's or other famous person's "secret". Work the word "secrets" somehow
into your website presentation and you are sure to draw some curious, interested
Here are some other
curiosity provoking words; these words conjure up images of somebody "letting
you in on something" or "letting something out of the bag". These are VERY powerful
Insider information! Revealed! Exposed! Unconcealed!
People love to be let "in" on something, so offer your audience
a juicy tidbit of information to let them "in" on, and you'll generate a lot of
interest and visitors to your site.
are some examples that illustrate this idea:
Little known deductions that will save you thousands. (accountant)
Pricing tricks furniture companies use to jack up your bill
and how to avoid them. (for a furniture dealer)
burglars fear most. (for a security company)
Secrets your teenager may be hiding. (For concerned parents)
How to win in court (even when you
are flat out GUILTY!) (For a lawyer)
Dream jobs that don't get advertised. (For an employment
Confidential information that your (teacher, accountant,
doctor, mechanic, etc.) is hiding from you.
Crafty tips pro's use to find the best real estate deals.
(For a real estate agent)
Beauty secrets that super models pray you never find out.
(For a cosmetics firm)
signs your spouse is cheating on you. (For a marriage counseling service)
Jealously guarded carpet cleaning marketing secrets. (For
a marketing package sold to carpet cleaners)
your banker doesn't ever want you to find out. (For a financial advisor) See how
that works? Making your information play upon something that appears to be a "secret",
something that is of immense interest to your target audience, will draw traffic
like crazy. This is a very powerful, powerful concept. Get this concept implemented
in the title of your web page, and you'll have an almost insurmountable edge that
most website owners will never understand how to overcome.
The little known secret to
getting better positioning than your competition even when they have the same
your important keywords more than once on your site!
of the major search engines will rank your website based on the relevancy of the
keywords used in the search engine. For example, if your site sells Ray Ban sunglasses
and the words "Ray Ban" are keywords listed on your page, your site will come
up when a user searches for "Ray Ban". And the same for a competitive website
with the same sequence of keywords. However, if you list Ray Ban not once but
several times throughout your page, your site is more "relevant" to the search
for the user and usually will get better positioning than the site who has it
listed less times than you.
Another keyword that I feel is the most important keyword
is your business name. Many website owners often forget about this keyword. Think
about this for a moment. Let's say you are new to the Internet and your provider
allows you to search the Net using Alta Vista. You heard that AT&T had a website,
but you don't have a clue about the URL. While at Alta Vista you could type the
keyword "AT&T" and guess what you will find? That's right... AT&T's URL.
Many of you have invested a great deal of money in your name and your contacts
know you name so why not give them the opportunity to find you that way?
Many savvy web professionals list
their relevant keywords as many times as they possibly can throughout their site
because of this. You can also achieve this by listing your relevant keywords several
times at the bottom of your web page, away from your main page, hidden and out
of sight. Maybe you've seen this for yourself on other websites. It may take a
little longer for your page to load, but the extra attention your site receives
because of the higher search engine positioning should outweigh the couple of
seconds of extra downloading that this causes.
Another little known trick
to get listed ahead of your competition
Another thing that will help your listing come out
ahead of your competition (even if you have the same exact keywords) is by beginning
the "title" of your site with an "A" or a number. Some search engines will alphabetize
(by web page title) "ties" on keyword listings. So a website titled "Amazing Beauty
Tips" will have a better listing position than a website titled "Wendy's Cosmetic's
Tips" when the same keyword is resident on both pages. Try to figure out a way
to name your site starting with a number or "A" and that will give you a difficult
to overcome (and hard to detect for the average website owner) competitive edge.
Proven techniques for selecting
the most effective keywords and how to arrange them.
Generally, the more specific you can be, the better. On the
other hand, you don't want to use keywords that are too unique, because no one
will ever think to look for them. Use keywords that someone who has never heard
of you, but who would be interested in what you offer, is likely to search for.
Many Internet directories limit your
description to around 25 words. So your description needs to be packed with appropriate
keywords. The more keywords, and the more precisely they describe your Website,
the more highly targeted traffic you're going to generate.
keywords are crucial, and you only get one chance with each search engine. Here's
a very effective technique that uses brainstorming, distillation and competitive
research to develop a powerful list of keywords.
a list of 50 words that describe your business. Just put down the first things
that come to mind, until you have 50. Don't spend a lot of time worrying about
how appropriate they are. Just do a little brainstorming with yourself and keep
writing until you have 50.
remove all the words that appear in the name of your site. (Your listing will
include these anyway). Take the top 20 remaining keywords and prioritize them,
with the most important first.
get on-line and go to a major Internet search engine. Yahoo (http://www.yahoo.com) is
a good place to start, but it is a directory and therefore carries a limited amount
of information. I would next try MetaCrawler (http://metacrawler.cs.washington.edu:8080/),
which is a multisearch engine, then Lycos (http://www.lycos.com),
Open Text (http://www.opentext.com:8080/),
Hot Bot (http://www0.hotbot.com:5555/)
and WebCrawler (http://webcrawler.com/WebCrawler/WebQuery.html)
another multisearch engine. Try searching for each of the 20 words and keep track
of how many listings you get for each one. Look at the listings you get back for
each search, perhaps follow a few links, and see how the sites compare to your
Website. This will give you a good idea of what your competitors are doing, and
how they're listing their websites.
Next, start searching for combinations of keywords. Try combining
the first two on your list. Try other combinations based on the numbers you got
back for each individual word. Try each of your first few words combined with
other words on your list. You'll probably discover some combinations that will
give you more of an "exclusive" listing combinations that only return a few (or
no) other listings. If you find certain combinations that (1) would likely be
searched for by your prospects and (2) don't return very many other listings --
by all means make note of these. These are called "power combinations".
You may want to change the priority
of your keywords based on what you find. So go ahead and re-prioritize your 20
need to create several versions of your description.
First, try and create a description using all 20 keywords.
If you discovered any "power combinations" make sure that those words occur NEXT
to each other in the description. Now, limit your description to 40 words total,
using as many of your keywords as possible.
Next, create a description that's limited to 25 words. Use
as many of your highest priority keywords as possible.
Finally, develop a 10-word description using your highest
have several versions of your site description. Keep these handy. It's a good
idea to type them into a text file and have it available when going on-line to
submit your listings. Then you can just cut and paste text into each Internet
search engine's submission form. You'll want to do the same with the name of your
site and your URL.
you've developed several versions of your description is that different directories
have different limits on the length of descriptions. Some permit unlimited descriptions,
and others limit to just 15-25 words. Also, there are other places and methods
on the Internet for you to promote your website, so some of your descriptions
can be used in other ways, such as for classified advertising.
can also use one of the descriptions you've developed on the top of your home
page. Remember that the Internet search engines are out there looking for your
page and you need a way to let them know how to describe it.
A powerful way to get your
listing seen by potential customers, even if they're not looking for you.
Here's where it pays to be creative. The trick is to get
your listing displayed to the appropriate people, not necessarily in the appropriate
categories. Because the majority of people use search engines by searching for
particular terms (rather than clicking through the categories), it's important
to devise keywords that will get your listing displayed to your potential customers
when they search for subjects that interest them.
Let's illustrate this concept with an example. Suppose you're
selling lakefront vacation homes. Your natural inclination would be to use keywords
such as "lake", "lakefront", "real estate", "homes", "vacation", etc. And those
will work, as long as your prospect goes on the Web with the intention of looking
for lakefront real estate. But this strategy will miss a lot of very well qualified
prospects -- people who are in the market for your product but don't think about
looking for it on the Web.
if instead of, or in addition to the "lakefront" and "real estate" keywords, you
used words such as "fishing", "water skiing", "sailing", and "swimming" in your
description? Do you see the difference? Yes, these keywords will put your listing
in front of a lot of unqualified people, but it doesn't matter. What matters is,
you'll catch those people who are interested in what you have but who would have
never searched for it.
A little-used way to get
multiple listings for your site in the same search engine
if you just can't distill your keywords down to 25? Or what if you want to appeal
to several different audiences with different sets of keywords? Or what if you
want to use the techniques described in Secret #2? Many search engines will not
let you list the same site more than once or twice, particularly within the same
category. So how do you get around this restriction?
easy. For each listing, use a different URL. Have several different versions of
your "home page", each with their own URL and "site name."
Let's look again at our lakefront property. We'll call it
"Another Site at Hidden Shores." You could create a page titled "A Fishing Site
at Hidden Shores", another one titled "Another Skiing Site at Hidden Shores",
"Another Sailing Site at Hidden Shores" and so on. Each of these pages will have
it's own unique URL and name, and if you're not too obvious about it, you can
get a separate listing from most search engines (complete with different keywords)
for each page. This can dramatically increase your exposure. (HINT, HINT, did
you notice I titled each page starting with the letter A?).
Another powerful method to
get prospects to "click through" to your site
Another method you can use to distinguish yourself from the
rest is by appealing to your audience's curiosity. People surfing the web are
curious by nature, and if you can arouse their curiosity, they'll take a look.
Use words and phrases that tell enough to raise curiosity, but not enough to satisfy
it. In our lakefront real estate example, you could have a listing like this:
Amazing Hidden Shores - Are they really skiing in the nude?
Fishing, sailing, picture taking and swimming will never
be the same! It is one wild time here at Hidden Shores... That would get all your
keywords in there, plus it arouses curiosity and makes your listing stand out.
Chances are, nobody else is going to have anything about skiing in the nude. And
it's something that many people won't be able to resist.
The top ten requested search
Here are the
top ten requested search terms, as detailed in a May 1999 article from Wired
Secret #9 How to create a "traffic
funnel" that pumps traffic to your site
People don't go on the Web to be sold to, they go for information.
Many surfers are reluctant to click on a site that they feel is just one big commercial.
However, people are very willing to look at sites that they feel match their interests.
So, the trick is to create a lot
of highly informative, non-promotional "mini-sites" that will appeal to your target
market. They don't have to be extensive -- 2 or 3 pages will usually do. And on
each page, you can have a link (preferably a "banner") to your commercial pages.
As seen in technique #3, you
can submit a separate listing for each "mini-site" you create. And because these
are non-promotional content sites, you have more options available to you in the
categories that you're able to list under. You can use these "mini-sites" and
their associated search engine listings to appeal to several different target
markets, and then "funnel" all these visitors to your main promotional site. The
possibilities are endless and very powerful.
How to use the META tag to
help gain best positioning in Alta Vista
of the best and most popular search engines, Alta Vista (now powering Yahoo),
depends on a software program to search through web pages and generate listings.
Alta Vista will find your pages and index them on its own -- you don't get the
opportunity to tell it about your site. Alta Vista indexes all the words in your
document, and uses the first few words as a description of the page.
However, you can use an HTML tag, called the META tag, to
specify how you want your page described and indexed. This tag is used when you
create your web pages. Here's how it works.
META tags needs to be included in the HEAD section of your page, between the <HEAD>
and </HEAD> tags. On your page, include the following two META tag statements:
The first statement will specify
the description that Alta Vista uses for your listing. The second statement will
enable you to add keywords (which may not otherwise be present on the page) to
the index. This is also a good opportunity to insert keyword combinations. We
have also found that keywords work better without commas although I have no concrete
evidence of this as of yet. May we suggest you create two (index.html & index2.html)
to test this out on your own. Remember to keep close tabs on your hit results
and let us know what you have found to be true.
**CAUTION** Some sites who index using the META tag will not use the
keywords in your META reference if you duplicate them several times. I would recommend
you not duplicate these keywords more than 5 times. I might also mention that
some search engines also limit your description to 25 words or less so think before
you create your META tags.
Five things you should NEVER
DON'T submit a listing before your page is up - your listing will almost certainly
be rejected, and it will take you that much longer to get listed.
DON'T try to list in an inappropriate category - this will also cause your listing
to be rejected. The categories are not that important, because most people don't
use them to find listings. So don't jeopardize your chances of getting a listing
by trying to get it in an inappropriate category.
DON'T have a confusing site name - your site name should briefly describe your
site and what people will find there. If it's ambiguous no one will bother clicking
DON'T use clever, made-up words. No one will know to search for them.
DON'T use the words "site", "Web", "Internet", "Website", or "Home page" in your
listing. These words apply to ALL sites and are a waste of the limited space you
have to describe the unique aspects of your site.
Other Ways to Promote Your Website
After submitting your website information to the search engines,
there are a few more things you can do to promote your site. They include the
Announce on your ISP's Member Site List
Post to Topic
Submissions to Cool Page of The Day
E-mail to VIPs
Special Interest Groups
with whom you Communicate
Use all regular forms of Business Communications
Links to these can all be found below.
Announce on your ISP's Member Site List
Internet Service Providers (ISP) provide a list of their members home pages. Some
of these lists are rather simple. Others are broken down into business, personal,
and other categories. This is free public relations and people do browse these
lists. If for no other reason, to see their own listing. If you can add a description,
by all means do so and spend as much care on it as you did in submitting to the
Post to Newsgroups
Post an announcement on all relevant
usenet newsgroups. If your website has regional information, post in the general
newsgroup for your region. If your site is oriented towards a special interest
area like hobbies, sports, travel, or any other of about 18,000 subject areas,
search the newsgroups (see below for links) for those where the readers would
have an interest in your website. Review at least fifty of the headers in the
newsgroups and read some of the articles to be sure it is an appropriate place
to post your website announcement. If necessary, you should tailor your message
for each specific newsgroup.
of the above assumes your website is non-commercial. If your page is a commercial
one, you should limit your postings only to newsgroups which are designated for
commercial announcements. Remember, you are trying to build goodwill, not
ill will. You might do this gradually, posting only one or two messages a day
spaced a few days apart. If you start getting flames (irate e-mail messages) you'll
know you are doing something wrong, and these messages will tell you exactly what
that is. To avoid any problems you should read the charter for the newsgroups
which describes its intended use. You can use the search engines to find much
more detailed information on posting to newsgroups and the sins you should avoid.
Press releases should target either general interest or special
interest media. Your targets should include print, broadcast, and internet media.
General interest media includes your local newspaper, Time magazine, and some
of your local radio and television stations. Special interest media includes trade
publications and broadcast media that focuses on some niche area of interest.
The important thing to remember as you pursue this avenue, is that your press
release must be newsworthy, i.e...., news, if it is going to be published and
generate the traffic to your website that you are seeking. You should also recognize
that what's news to one organization isn't necessarily news to another.
You could get on the radio. Does
one of your local stations have a talk show that covers computers? Perhaps there's
a local talk show that's about crafts and hobbies. Your website on model railroading
might be an appropriate subject to talk about when you call into the show. Hey,
you're doing a public service here. Don't be shy.
Submissions to Cool Page of The Day/Week/Month Websites
If you can get your website listed
as Cool Site of the Day or be designated a Point Review Top 5% of the Net, you
may have to start worrying about the bandwidth policy of your ISP. Some of this
recognition has been known to load down a server, at least for a few days, if
not for the long term. If you are not familiar with these web awards take a look
at our header titled, Site of the Day/Week/Month (link listed below). This type
of special recognition not only will generate traffic to your website, but it
also makes you feel really, really good. There's not a lot of high pay out there
for building an excellent website, so its a great reward to get some well deserved
recognition from your peers for your efforts.