difficulty in achieving the kind of sales results you’re after. In addition to
content, addressed in the previous section, there are several tools you can use to
help you increase your search engine placement.
While many engines have their own criteria for developing their unique
ranking system, most rely on a combination of keywords, relevancy, and even
link reciprocation. In order to move into the top ten, most coveted positions, you
have to know how to play their game.
First, sit down and brainstorm the keywords most used to describe your
product. Google has a keyword tool that helps you determine the most widely
used search terms for your business. You can find it at:
https://adwords.google.com/select/main?cmd=KeywordSandbox
.
https://adwords.google.com/select/main?cmd=KeywordSandbox
.
For example, if you enter “investing,” the tool will return the following
terms to you: Real estate investing, online investing, socially responsible
investing, value investing, stock market investing, stock investing, investing
online, gold investing, drip investing, & investing money – and these are only the
top 10 out of 50+ terms it returns.
How do you use these search terms? You use them both behind the scenes
and on center stage. Your web developer will want to include many of them in
your META tags, which allows search engine spiders to classify your site more
easily.
You’ll also want to use them in your keyword content when crafting the
home page of your website. When the spider crawls onto your site, it scans the
keywords to make sure the site is really relevant to that particular subject matter,
and not just a scam to get traffic in the door.
You will need to continue recreating your search engine strategy, since
many engines change their formula to keep everyone on their toes. Google and
others, for instance, now factor into the ranking formula the number of other sites
who have a link to your site. This is known as link reciprocation.
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