But, with all site owners paying .15 per click and nobody getting a boost based on cost per click, it seems rankings will stay same without paying additional $49.00 fee to change listings and only if LookSmart uses title and description that I submit for them to use.

How much traffic can you expect? Well of course that depends on how well your site is optimized for rankings. But, just for fun I’ve looked into just exactly how much traffic LookSmart is bringing to my sites. While I realize that LookSmart has several partner sites that show its results, I have found using a tool called WordTracker that LookSmart is actually only receiving less than 1/2% (one half percent) of all search engine traffic. This isn’t starting to sound too good is it? Based upon an average conversion rate of 1% and only 83 clicks per month over course of 12 months I am starting to question whether or not “This is a great investment for my business.”

After July 11, 2002 activation deadline LookSmart says it plans to remove site listings of those who have not paid. What will this do to their database? Will their partners such as MSN still want to use their depleted results? Will results be relevant to searches? Will LookSmarts listings get good click traffic? Will this be death of LookSmart?

These questions and more all remain to be answered but as for now, my money is on Google AdWords Select and Overture. 83 clicks per month over 12 months for $199.00 just doesn’t seem like “A great investment for my business.”

Thanks LookSmart but at this time, no thanks!

RE-PRINTING RIGHTS: You are free to re-print this article on your web site, newsletter or ebook. Just display following resource box at end of article: Article by Kevin Gee. Kevin and JUMP Internet Marketing are one of most respected and recognized search engine positioning specialists on Internet. For more articles and advice on search engine placement, subscribe to JUMP Internet Marketing Newsletter by going to http://www.jumpinternetmarketing.com/Newsletter.asp . For a complimentary competitive analysis of your website, visit http://www.jumpinternetmarketing.com/FreeReport.asp

John gave another example

He says, "If you're selling 'digital cameras,' don't optimize for 'digital cameras.' Did you know that everyone is searching for 'Digital Cameras Review'? Build a page offering reviews of digital cameras, which has a KEI that just blew me away."

Another effective strategy: Top Reports

Besides Comprehensive Search, John also likes to look at top reports for high performance keywords or topics that are related to his client.

John explains, "I'll review Long Term Reports, which are top 1000 keywords over past 24 hours. Then, I cut and paste any topics related to my client into Comprehensive Search to get streams of currently 'hot topics.' I define a hot topic as a popular topic in high demand, which may also have lists of related keywords phrases also in high demand."

What happens if you can't find a hot topic that relates to your site in top 1000?

John answers, "Many people do not know that Wordtracker offers extensive top word reports beyond database. All you have to do is ask, and they'll sell you:

* The Top 20,000 words $99

* The Top 100,000 words $500

* The Top 500,000 words $2000"

Additional suggestions

* When John goes to Comprehensive Search, he doesn't put in a huge list of keyword phrases. He types in one single word, then lets Comprehensive Search do rest. This allows him to come up with ideas and angles that he would have never considered before.

* Like John, spend a lot of time thinking of your target audience. Who are you trying to sell products or services to? There may be several target audiences, as in case of our aromatherapy example. If so, go after keyword choices to target each of those audiences.

* Don't be afraid to let your creativity take hold. If your first few choices don't work, continue trying. Using Comprehensive Search, it doesn't take long to go back through system with a different keyword idea. Keep going back until you find a possibility that might work for your site or site of a client.

* Be sure to give surfer what they're looking for when they choose your site from search results. If you promised them "techniques of massage," then be sure to give them good, solid content in that area, including related links. Weave your products and services throughout page as you can. But, don't ever try to trick a surfer.

* If you get stuck and just can't find a keyword phrase with a high KEI and a low level of competition that will work for you, take a slightly different approach. Instead of trying to bring in a large amount of traffic through one single window, try creating several windows and bring in a little traffic through each one. Though more time consuming, this strategy can be equally effective in long run.

* If you aren't already a member of Wordtracker (http://www.wordtracker.com), sign up for free trial and test system out for yourself. Pricing is very reasonable, depending on your needs. For example, you can use service for a week for $19.94, and many other plans are available.

The bottom line is this: if you are serious about your Web site, you've got to be serious about keyword choice. If you're serious about keyword choice, Wordtracker is a "must have" service for you.

Copyright 2002 Robin Nobles. All rights reserved.