The more specific your keyword or phrase, 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 them 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 use same set of rules (algorithms) to rank your pages. Some might place more emphasis on META tags while others may spider content.

You can take your page optimization one step further now, and create a doorway page not only for each keyword, but for each of 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 what top 5 or 10 sites have in common. You can then optimize your own page based on 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 with 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 in 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" on web.

You will find details of how to get WordTracker and free trials of Webpage optimizing software at our website - http://www.TheWebsEYE.com/search-engines.htm.

Why do advertisers, who were so effective offline, not know what to do online? Because tricks they developed over years to ensnare consumer do not work online. They do not work because environment has changed drastically. Before vendor was in control; today, online, consumer is in control. Before vendor could play on emotions of more or less "captive" consumer; todcay consumer has an infinite number of choices. Before ads were effective by themselves; today you must get consumer to do something - click.

In other words, consumer is boss. Advertising, like everything else on Net must be helpful to consumer. Using wile to catch consumer will not work. Annoying 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 on right side of 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

> They are INFORMATIVE

The last item is key:

> THEY ARE INFORMATIVE!

Good online advertising is INFORMATIVE ADVERTISING. It does not try to manipulate visitor in any way. It earnestly tries to be helpful. It earnestly tries to build trust. It earnestly tries to steer consumer to a site, but only if advertiser feels site may be helpful to consumer.

Of course context is important. Context is one way advertiser knows he may be helpful to 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 because context is right, although this is important. Newsletter advertising works because, for most part, it is Informative Advertising.

Summary

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 on Net, but tomorrow off Net, as well - is informative Advertising. Informative Advertising is part of an integrated marketing strategy called Helpfulness Marketing.