Written by Richard Igoe

Continued from page 1

The more specific your keyword or phrase,repparttar easier it is to get a high ranking. A page optimized for "Chinese herbal tea" should get a good ranking much more easily than a page optimized for "tea", because there would be a lot fewer sites trying to have well-positioned pages.

What we are saying therefore is that you need to use keywords that directly describe your product or service. If you are paying someone to do it for you, make sure you tell themrepparttar 101131 exact search phrases you want your site to be found with.

Designing a number of "doorway" pages, each page optimized for a different keyword or phrase, will multiply your traffic. ALSO remember that search engines don't all userepparttar 101132 same set of rules (algorithms) to rank your pages. Some might place more emphasis onrepparttar 101133 META tags while others may spiderrepparttar 101134 content.

You can take your page optimization one step further now, and create a doorway page not only for each keyword, but for each ofrepparttar 101135 major search engines. So it is quite easy to have 30 doorway pages for one product or service - 3 different keywords and 10 search engines. To do this properly involves searching for your keyword on a particular search engine and then analyzing whatrepparttar 101136 top 5 or 10 sites have in common. You can then optimize your own page based onrepparttar 101137 results of your search. Doing this manually is not time-efficient when you can get software to do it for you.

There are a few good software packages that will spider your web pages, compare them withrepparttar 101138 top "X" results for a particular search, and then let you know what you should change. They can also monitor, keep track of your positions inrepparttar 101139 different search engines, and schedule your submissions. Optimizing your pages is still time consuming but if you are prepared to spend an hour a day creating a new doorway page, you will soon be able to create your own "traffic puller" onrepparttar 101140 web.

You will find details of how to get WordTracker and free trials of Webpage optimizing software at our website -

Richard Igoe, - - FOCUSSING on the ESSENTIALS of website design, promotion and internet marketing.

Informative Advertising: A Better Way

Written by Paul Siegel

Continued from page 1

Why do advertisers, who were so effective offline, not know what to do online? Becauserepparttar tricks they developed overrepparttar 101130 years to ensnarerepparttar 101131 consumer do not work online. They do not work becauserepparttar 101132 environment has changed drastically. Beforerepparttar 101133 vendor was in control; today, online,repparttar 101134 consumer is in control. Before repparttar 101135 vendor could play onrepparttar 101136 emotions ofrepparttar 101137 more or less "captive" consumer; todcayrepparttar 101138 consumer has an infinite number of choices. Before ads were effective by themselves; today you must getrepparttar 101139 consumer to do something - click.

In other words,repparttar 101140 consumer is boss. Advertising, like everything else onrepparttar 101141 Net must be helpful torepparttar 101142 consumer. Using wile to catchrepparttar 101143 consumer will not work. Annoyingrepparttar 101144 consumer with spam messages, or even with opt-out messages, will not work. Stealing "context" from competitor sites decreases consumer trust, and will not work.

Informative Advertising

Let us get back to advertising that works. What Google and other search engines do is sell ads related to keywords. When your chosen keyword is picked by a user, your website message appears onrepparttar 101145 right side ofrepparttar 101146 results page under Sponsored Links. Other search engines list them under Preferred Sites or similar headings.

These successful ads are characterized as follows:

> They do not try to ensnare you

> They do not try to interrupt you

> They do not try to hurt others

> They are obviously ads

> They are related to your current interest


The last item is key:


Good online advertising is INFORMATIVE ADVERTISING. It does not try to manipulaterepparttar 101147 visitor in any way. It earnestly tries to be helpful. It earnestly tries to build trust. It earnestly tries to steerrepparttar 101148 consumer to a site, but only ifrepparttar 101149 advertiser feelsrepparttar 101150 site may be helpful torepparttar 101151 consumer.

Of course context is important. Context is one wayrepparttar 101152 advertiser knows he may be helpful torepparttar 101153 visitor. But context is not enough. The important consideration is how you use context: to exploit or to help.

Everyone agrees that newsletter advertising works. Why? Not merely becauserepparttar 101154 context is right, although this is important. Newsletter advertising works because, forrepparttar 101155 most part, it is Informative Advertising.


The old-fashioned advertising, which culminates today with "contextual advertising," or as I call it "contextual stealing," is dying. The best type of advertising - today onrepparttar 101156 Net, but tomorrow offrepparttar 101157 Net, as well - is informative Advertising. Informative Advertising is part of an integrated marketing strategy called Helpfulness Marketing.

Paul -the soarING- Siegel is a provocative Internet speaker and author of HELPFULNESS MARKETNG, a book stressing learning, cooperation and community. Learn about it at Subscribe to newsletter, LearningFOUNT; send blank email to:

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