Don't let this material lie around unused search engine wise! Convert it to text format at all costs, set it up as standard web pages with full navigation elements, cross link to these pages from your index page (invisibly, if you must) and submit it to all search engines. It may actually work wonders for your rankings and slight loss of formatting and layout offered by PDF format is more than made up for by enhanced visibility and positioning in search engine's indexes!

This will usually be a far stronger incitement to visit your page if web surfer is actually a serious buyer-to-be. It will also help pre-qualify your web site traffic by eliminating visitors not resident in California or perhaps not interested in buying a pickup in another state than their own.

And there are even more advantages: page will be highly topical from search engines' point of view, which will normally improve its ranking considerably.

Since page description will be indexed along with keywords meta tag and body text, you will increase your overall search engine coverage and enhance possibility of your page being found under search phrase combinations you may not specifically have optimized it for. (You can't do them all, and some phrases and keyword combinations are so unlikely or even contorted, it's highly probable you won't be able to think of every possibility in advance.)

Thus, while you may be targeting keywords or search phrases "used cars", "second hand cars" and "pickups", example above may also give your page a good ranking for combinations such as "+used +pickups +guarantee" or "pickups California", etc. Compare this to limited scope of your "Used Cars Galore: The Fairest - The Squarest - The Best!(TM)" slogan!

So what about branding and sloganizing, then? ---------------------------------------------

Don't confuse media you are working with! And, of course, determine what your web site is really about: do you actually want to sell products and services online or, at very least, draw buyers to your brick-and-mortar sales rooms? In that case you should proceed as suggested above, leveraging possibilities offered by keeping your page tags flexible and focused.

But even if branding (without actually targeting online sales) is all you care about, your web site will still require some enticement to motivate people to visit it.

You might offer some regular sports or betting results, feature some online games, organize a sweepstake, etc. These, too, will require focused and well described web pages, else no one will come and check them out. (Nobody will visit CocaCola's web site merely for heck of it or to imbibe their online promo, unless they offer some entertainment and a prize of sorts to do so.)

So there are some generic limits to conventional branding on web, and you will be well advised to heed them. Search engines aren't best medium to try for it: you may sink a lot of money into wrong corner of marketplace that way.

You may, however, push your branding considerably by other activities than search engine optimization: press releases, newsgroup participation, banner ads, reciprocal links, online reviews, free trial downloads, client testimonials, etc.

If you're interested in a professional, high quality marketing package tailor made to your specific requirements, we suggest you check out our strategic partners at California based Wolfblast Interactive Inc., < http://wolfblast.com > - you won't get better value for your money anywhere!

Remember that search engines are supposed to be user tools, not mere brain dead corporate billboards! If you want to make your mark and increase your (preferably pre-qualified) search engine traffic, make sure to service user first: this will in fact turn out to be best investment in your search engine focused online marketing.

Users will appreciate it if your search engine rankings prove to be relevant, informative and truthful. Just like you, they don't like wasting their time on confusing, misleading or nondescript search results. And lots of studies have shown that search engine optimization is actually most cost-effective marketing activity of all. It is bound to give you a much bigger bang per buck for simple reason that it's a fairly lasting effect (at least, by internet standards it is): Many of our clients are still profiting today from search engine positioning work we did for them 10+ months ago - no banner ad campaign can beat that, not in absolute terms and certainly not for that sort of money.

Search engines: "Play them right, and they will feed you. Play them wrong, and they will eat you."