How To Do It?

To implement changes above, I worked with copy in sections/phases.

1. Make copy search engine compatible. This is always in forefront of my mind when I write SEO copy. Because I want keywords/phrases to appear in several strategic places, and throughout body copy, I have to keep keywords in my mind entire time I’m writing. For this project, keywords/phrases were: gas logs, and fireplace. While keyword research was done by an SEO firm, I agreed that only two or three keywords should be used. I’m of opinion that when you try to work in five or six keywords/phrases per page, you lose your saturation and your focus.

To start, I always try to work a key phrase into headline if at all possible. While it is not mandatory, you do get a few extra brownie points for having key phrases within header tags ( tags).

Rather than simple headline of “Gas Logs by Eiklor Flames” that previously existed, I wanted to use a benefit-oriented headline. While subheads of “The Crème de la Crème of Gas Logs. The 'Standard' by which you can judge rest” were not “bad” lines, they didn’t actually tell me anything about gas logs.

Being unsure of various personality types of all those that would come to site, I had to write to accommodate everyone (as much as possible). Headlines that give benefits are always winners, so that strategy was a safe bet.

I also drew on my own experience as someone who owns gas logs. I thought back to how I went through buying process. I remembered information that was important from my buying experience and applied that to copy and headline.

The new headline became: “Eiklor Flames’ Gas Logs - Beautiful… Affordable… Energy Efficient.”

It gives benefits, it speaks to primary reasons people buy gas logs, and it includes key phrase “gas logs.”

In Part 2 of this series, I’ll finish up copy, continuing to make it SEO and more “user-friendly” as I turn jargon-filled features into powerful benefits.

Link because it makes sense for your website. If you link only to influence search engine rankings, be careful. More times than not, this approach eventually leads to a drop in rankings or worse.

KARON: So, put “site-related” links in one section of a page and others in a separate section of page. Cool. That’s easy enough. Now, let me ask you this… what do you think about automated link generators? You know, those programs that are supposed to scour 'Net for sites that relate to yours and send automated emails asking for a link exchange? DEBRA: I’ve never used them, so I can’t speak directly to their effectiveness. Since I’ve been doing this for several years, I’ve created a technique and amassed solid resources to assist me. Every job I handle is hand crafted, time tested, and client approved!

I will come off centerline and say that you should always customize emails you send to potential link partners. No one likes a canned email request.

KARON: What do you recommend we include in emails asking for link exchanges?

DEBRA: Create one that will stand out and be different. That email is make or break in your quest to improve your link popularity and “get link.” Write a ho-hum email, and it goes to delete file. Write a compelling personalized email, and you’ll probably get link!

KARON: Great stuff, Deb! Now, link popularity has other benefits, too, right? In addition to boosting SE performance, it gives added avenues for driving traffic to sites. What other ways do those who pursue link popularity benefit?

DEBRA: One of great things about linking to sites is benefit everyone receives in process. It’s one of few, long-term, low-cost, win-win situations out there. Sites that employ strategic link marketing programs know they stand to gain increased traffic for human visitors and spiders, brand exposure, a keen competitive analysis, and higher search engine rankings.

KARON: Yeah, all those things are important to online marketers. So, Debra… what is most common mistake people make when trying to develop a link popularity strategy?

DEBRA: I’ve found it’s a tie between not developing a marketing plan and failing to see big picture.

Building a solid link popularity strategy is NOT just about slapping links on a page or making sure all of your Web pages are hyperlinked. It should be part of a long-term search engine marketing plan for your online business.

Link building and link optimization programs should be done in conjunction with a well-organized SEO campaign… period. It’s not a quick fix, and changes won’t materialize overnight. But if you implement a thoughtful link marketing strategy, and invest some sweat equity, you’ll see benefits in more ways than one. (Or you could outsource it to a link popularity professional! )

KARON: Thanks so much, Debra! I really appreciate insights.

DEBRA: You’re most welcome, Karon. Glad to do it.

Visit Debra’s site at http://www.Alliance-Link.com for additional information about link popularity.