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How to Use a Search Engine for Advertising
Thursday, April 09, 2009
InstructionsStep 1: Find out the keywords that are searched most often for your category. Using long-tail keywords, meaning a long phrase that isn't as popular as one or two words, can often ensure that you have a small enough number of competitors that your site or page will rank well.Step 2: Use WordTracker or a similar site to find the keywords that people are searching for. Sites that have this type of keyword tool can tell you exactly how many people are searching for that word or phrase. In general, the longer the phrase is, the fewer people will be searching for it. Choose phrases that aren't common enough to crowd you out of the results but that at least a few hundred to a few thousand people are searching for.Step 3: Add the phrases that you choose into the body and the headings and subheadings of the pages that you want to show up in the search engine for those phrases. If you have a large site that has several pages, you might choose different terms for each of the pages, or you can choose the same phrases throughout the site. Some search engine optimization experts believe that a large site that uses the same phrases on its pages and links those pages together has a better chance of ranking highly.Step 4: Create a few highly targeted sentences that describe your site when you submit it to search engines. Most search engine results show about two sentences on the search results page, and you want those words to grab readers and tell them exactly what's on the page. If the site has already been indexed, a new page will often have the first few lines pulled from the page to make up the search engine description. This description can be extremely compelling advertising for your site if written well.Step 5: Give it time. The age of a site or page will positively impact its page rank, and its page rank will impact how well it ranks in search engine results. Google, MSN and Yahoo all rank websites on a scale of 0 to 10. The sites that get the highest page rank, a 10, generally show up in the query results before a site with a lower page rank. The age of the site, the number of people that link to your site and many other factors all go into the page rank. However, search engines have never disclosed the exact formula or all of the parameters.
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