03 Nov 09 Writing A Sales Letter: Practice Tips On Making The Pitch
The meat of any sales letter lies in its ability to make readers pull out their wallets and buy a product or service. Making a sales pitch is difficult enough off paper; on paper, it has to be quick, terse, and convincing. A sales pitch has to be brief, but neither too short so that it appears hurried, nor too long so that it becomes less and less believable as the sentences run by. A sales pitch also has to be eager, but neither too eager so that the reader is tired out reading it, nor too staid so that the reader ends up bored to death.
Writing a sales letter pitch is difficult, but you can practice writing it by following these simple tips.
- If you are in the marketing or sales department of a company, writing a sales letter will be inevitable business for you. You might not be assigned the job at once, but this should be no excuse for you not to practice. Do not wait until you are given a sales letter to write. Start practicing, so that when you finally get sales letter writing duties, you are already an expert at the art and craft.
- Buy a good book of style and usage. Writing a sales letter does not merely mean putting together sentences and disregarding grammar, spelling, and punctuation rules. You need to watch your language, and now, more than ever, simply because it is your only weapon in fighting your big sales battles. A poorly-written sales letter can turn off customers faster than a poor product or service. After all, customers will not care about what you sell until they know that you care about them first. If you cannot care for your grammar and writing skills, then why should they buy anything from you? The last thing anyone needs is a careless person, and your customers know that.
- Practice the craft on products or services that you are familiar with. Start practicing writing sales letters on a product or service that you actually like and use. Although this sounds easy, it can actually be difficult. How do you make a product or service sound good without sounding like you are hollering your praises out? How can your favorite shampoo sell without you having to showcase how beautiful your hair has turned out? How can you make your potential customers get that spa treatment of their dreams without you sounding like the spa paid you millions to make the endorsement?
- The best writers are those who can sound interested in something that they do not even remotely like. This can be a good practice exercise for you if you have already sharpened your writing skills for the previous exercise. Pick a product or service that you do not like, and try to endorse it. This can prepare you for the times when you might be assigned to do a sales letter on a product or service that you do not believe in; you can always opt out and tell your boss that you do not want to get in the way of your principles, but this option is one of the biggest no-no’s in the sales and marketing world.
- As soon as you know how to get your sales pitch out, it’s time to trim it down. The best sales pitches are no more than a few hundred words long. When writing a sales letter, you need to keep your words convincing, but to a minimum. Remember, not all your readers have all the time in the world to listen to what you say. You need to make your little letter worth their while.
Look back at all your previous exercises and count how many words you used in describing a product or service that you liked, or did not like. How many words did you use? Did you use five hundred or two thousand words? Keep exercising: write the same sales pitch over again, with fewer words this time, but with the meat of your pitch still in it. Keep on trimming your pitch until you are left with nothing but the convincing summary of your endorsement.
Writing a sales letter can be difficult if you do not know how to make a sales pitch. As with any other letter, you need to be formal and respectful, but not stiff and boring. You need all your skills as a writer and salesperson, and you need to put them all into practice. So what are you waiting for? Pick up that pen, or get to that keyboard, and start writing a sales letter!
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03 Nov 09 The Three Types Of SEO Services
As you scout around for SEO services, you may wonder what sets one company’s SEO services apart from another’s. Companies which provide SEO services usually use different SEO philosophies, tools and methods for optimizing their clients’ websites. These different approaches are usually termed as “hats” SEO services usually come in three different hats:
Black Hat SEO Services
Black Hat SEO is known as SEO spamming. From the second term itself, you may have an idea of what this kind of SEO service offers. Black Hat SEO is centered on creating sites that are targeted at manipulating or tricking search engines for better site ranking. Black Hat SEO relies heavily on automation to come up with large numbers of substandard pages and pulls links from other sites which are actually irrelevant. Consequently, this SEO approach usually gets poor or irrelevant search engine result pages or SERP quality. What is advantageous with Black Hat SEO is that it can get your site on the top of search engine rankings in a matter of a short span of time. However, this is not a wise SEO services strategy in terms of web design perspective. Worse, once search engines find out that your site maligns their results; your site may and will run the risk of getting banned or crashing on view. So if you want to get on top of search engine listings in a matter of days and are willing to take the risk of flouting some site behavior guidelines, Black Hat SEO services should do the trick for you.
White Hat SEO Services
For every black, there is always a white. The same is true for SEO services. White Hat SEO services, on the other hand, relies on the advantages of putting in relevant and quality content as well as effective marketing strategies to place sites on top of search engine rankings. SEO services providers that offer White Hat SEO will focus mostly on your site contents. White Hat SEO providers will help you come up with contents that will attract people, and not search engines into your site. You should know that content is a very important factor in SEO building (if not the most important). With good content, White Hat SEO services will be able to get you more inbound links from other relevant websites. White Hat SEO is definitly considered to be the better SEO tool. It will not put your site in the risk for getting blacklisted and does not violate any search engine SEO guidelines. Most importantly, visitors who check your site will most likely be converted easily with your great content.
Grey Hat SEO Services
Grey Hat SEO is mid-way between the two tools above and is all about the balance between risk and reward. There are actually a wide number of SEO services solutions categorized under this. Some Grey Hat SEO services may tend to use more dubious strategies and take even bigger risks to produce fast and high search engine rankings. While many Gray Hat SEO services methods obey search engine guidelines, others might put you at risk. If you opt for SEO services using Grey Hat, be sure about what you are exactly subjecting your online site to.
Which hat should you choose?
According to major search engines such as Google, White Hat is good SEO; Black Hat is bad SEO, while Grey Hat is for the most part, dicey. Those using Black Hat SEO services might tell you that White Hat is too ineffective and Grey Hat may be safe but not as effective. Those who prefer Grey Hat may claim that White Hat SEO Services is only effective only when no Grey or Black Hats are involved. White Hat SEO services providers may tell you that Black Hat SEO users are cheaters and those providing Grey Hat are quitters.
Through all these varying opinions, know that it is still up to you to choose the right type of SEO services that you want. It is your objectives and goals that will determine which type of hat you should wear. From my point of view White Hat is better and more cost effective if you are serious about your business… and serious businesses exclude: gambling, adult, and pharmacy sites.
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03 Nov 09 The SEO 10 Step Thumbnail Manual
Let’s get one thing straight, Search Engine Optimization (SEO), can be taught to the masses, but very few individuals are willing to methodically go through the steps, on a consistent basis, to achieve and maintain the ultimate ranking for their website.
This article is designed to simply touch on the cycle of event required to raise your current website’s ranking in the search engines and then maintain those levels for the long haul.
The 10 Steps needed for proper SEO are outlined below follow by a very brief description. There are many tools available which enable you to perform the analysis required producing key data. This data is needed in order for you to effectively optimize your website.
1.Identify Your Competition
Run analysis on what you figure to be the most common keywords searched for your site. Take a look at the websites that rank above you in the search engine results, this is your competition. Create a list of the top five websites and move on to step 2.
2.Quality Link Building
Find out who do your competitor’s link partner with? Make every attempt to link partner with high quality websites. There is tremendous value in linking to high quality websites. Find out who your competition has link to it. Take the highest ranking (quality) websites they are linked to, contact these websites, and set up a link partnership.
3.Perform a Keyword Analysis on the Competition
This allows you optimize your website for the same keywords. You’ll want to check out your competition’s website and optimize the content on your site for these particular keywords more effectively than the competition. Keyword Density, how often a particular keyword appears in your website, is paramount for achieving high rankings in the search engines.
4.Rinse and Repeat
Steps 1-3 are the foundation for search engine optimization. What you are doing is building both a highly tuned website and search engine strategy enabling you to beat your competition both with your website and your website’s exposure on the search engines. Repeat steps 1-3 for as many keywords/phrases as you feel create the greatest exposure for your website.
5.Your Keywords
Create a list of keywords/phrases that you may not have come across from your evaluations and find out what the popularity is of these keywords/phrases. You may find a niche that your competition does not have, therefore creating more exposure for your website. You would obviously want to inject and of these keywords/phrases into your website.
6.Let’s Go Under The Hood
It’s not nearly enough to have the competition’ keywords and link partners, you need to tinker behind the scenes, “Under The Hood” of your website to really soup it up! Take your main keywords/phrases and very efficiently place them into your Page Title and Meta description of your website. This is absolutely necessary in order to help bring everything together if you want to rank high in the search engines.
7.Keyword Density (Keyword/Total Words)
Quite simply, use, but don’t overuse, your main keywords that appear in your Page Title and your Meta Description. You want these keywords to appear as early as possible on your page, but in a grammar friendly format. Listing keywords/phrases randomly on the page is a “No No”. The text content should read well with a good flow. The more keywords you can place in your content, the higher the Keyword Density. Alt Tags and Header Tags increase your Keyword Density.
8.Submit Your Website
Your website needs to be submitted to the major search engines in order for it to be seen in a timely manner. Google, MSN, & Yahoo, along with other major websites, make it available to you to submit your website for review. It is suggested to only submit a few pages a day to a couple of the major search engines. You do not want to perform this daily. Over submitting is a bad thing in the search engine world. Submit our pages a few times a week until you know you have been indexed.
9.Check Your Indexing
Go to the search engine of your choice, type in the keyword/phrase you are interested in, and see if your site has been indexed. You may have to run through a number of pages to find your URL. Once you find your URL, you then know that you have been indexed. You may want to give this a few weeks in order to be indexed.
10. Continue to Refine
Your SEO work is never complete. Getting ranked in the search engines is only the beginning. The on going work required to successfully rank high in the search engines never ends. It’s because of the grueling, never ending, process that most people fail at SEO.
We wish you the best of luck with your optimization.
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03 Nov 09 Are You Looking For The Best Tools And Techniques To Improve Your Rankings?
Search engine optimization (SEO) can help your site rank higher in the search engines, giving you more traffic and more conversions.There is no quick fix and instant results in SEO, it takes time and a lot of work. However, Even if you are new to SEO you can do-it-yourself, because SEO software tools help you get higher ranking.
Tools
Are you looking for the best tools and techniques to improve your rankings? In order to achieve good ranking, you need the best tools.
Tools for checking the search engine rankings for specified keywords on your site and or top ranking sites (keyword competition). Tools for analyzing the keyword density of web pages. Tools for checking, monitoring, and predicting Google PageRank. Tools for checking backlinks and anchor texts found in various search engines and suggestions for linkbuilding. Tools for extracting links and searching websites for broken links. Tools for analyzing website traffic and visitor tracking. Tools for generating, optimizing, and extracting meta tags. Tools for retrieving data about domains, such as age and ip address, tools for finding expired domains, and domain name suggestion tools. Tools for link building help you from start to finish. All These tools, you can find them at www.sitepromotion-seoeasy.com
The idea of this website is to combine various SEO tools, internet tools and webmaster tools in one place and help webmasters to build a successfull website. It is an integrated suite of web promotion seo tools that cover all aspects of website optimization and promotion.
This SEO Tools page has links to the best SEO Tools on the internet and these tools will help you to optimize your website and move your search engine position higher. This SEO tools product includes integrated research tools,keyword density analyzer, ranking monitors, ranking report modules, link analysis, ebboks, seo site builders and more. Only quality SEO Tools are added to the list. You can be sure of the optimization techniques that you have followed when you use these SEO Tools to verify your Search Engine Optimization (SEO). Let us Guide you an overview of these tools. Below I have compiled a list of seo tools I have found useful.
Seo Elite: New Seo Software! With The Grand Daddy Of All Seo Software, you can Get A Top 5 Google Ranking In Under 30 Days!
Send Unlimited Traffic To Your Website Using Tom Traffic System.
Total Web Seo Video: The World’s Easiest Step-By-Step System To Consistently Generate Over 500+ Free Search Engine Visitors PER DAY To YOUR Website… Within 30 Days Or Less!
How can you find hundreds of low competition keywords in minutes with only a few clicks of the mouse? Use keyword results Analyzer
SEO Website Builder – a site building tool that understands what the search engines really want
Have you seen this new SEO package? Now you can easily get your website on any search engine in a matter of days!
Do you want to know the secret to more subscribers
and sales? Try SEO seduction secrets
Bkack hat SEO Tips: Now You Can Discover the Secrets Thousands are using to Generate Unlimited Residual Income from Free Search Engine Traffic
All These tools, you can find them at www.sitepromotion-seoeasy.com
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03 Nov 09 Sacred Secrets Of Effective Essay Writing Process
In today’s highly competitive and ever-changing world it is extremely important to acquire the ability to explain your point of view, your contention as well as the gist of the topic you are familiar with. Whether you intend to become a teacher or have chosen other career path, it is imperative, even indispensable for many careers to develop good communicative skills. During your study at the University you might be assigned with several types of written assignments that help you to develop and enhance communication skills. I would like in this article to focus on two of them, expository essay and persuasive essay. In spite of the fact that the structure, style and some other elements of these writing projects are similar, there are some notable differences between them.
The main purpose of expository essay is to teach you to develop communication skills by learning how to acquaint your reader or listener with the knowledge that you possess. Depending on the subject you are assigned with, your expository essay should include factual information which should be backed by reliable, trustworthy and up-to date evidence. It might be advisable to write in the third person in this type of the written assignment. Try to avoid using of such words as “I”, “we” or “our “as much as possible. In this way your expository essay would fit more to the standards of the educational institution set for this type of the essay. Also, remember as this is a factual essay you should avoid explaining your point of view or contention on particular subject, as in this case your attitude must be defended. The essay, where your contention is stated and defended is named “persuasive essay”, I will deal with it later. Let us examine how the expository essay should be composed. First you must state your thesis. One should bear in mind that it must not be too broad as the length of expository essay is usually short. Your sentences should be written in easy to read, logical and coherent style. All facts should be backed up by evidence. One should restate the thesis in the last final paragraph of the essay. If you follow these simple rules you will be bale to compose the expository essay that meets the requirements set by your tutor.
In contrast to expository essay, persuasive essay should not only provide your reader with your contention, it should back it up so the reader understands why your point of view is better than the contentions of your opponents. Whereas the main purpose of expository essay is to explain the facts of view, the aim of persuasive essay is not only to explain your point of view, but to convince the reader that your point of view is right. The plan of your persuasive essay might be similar to expository one; however, it is advisable to include in the body of your assignments several important elements. First, one should consider strong and weak point of your argument and the contention of your opponents. Second, your contention in this type of the essay should be backed by the up-to date and trustworthy evidence in order to convince e your reader that information provided by you is reliable. In this way it would be easy for you to learn how to persuade even the most skeptical persons.
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03 Nov 09 Learn Why You Should Have A 3-Tiered Strategy For Article Submission
You’ve heard a lot about how much writing articles can do for your internet marketing strategy. You now understand how writing articles can help position you as an expert in your field, gain valuable targed traffic for your web site, and quickly multiple your site’s text links.
Now you have convinced yourself to take the plunge into article marketing and you have a few articles all lined up and ready to submit — and you are overwhelmed by the sheer volume and variety of article directories available. It is easy to simply go with the big dogs and forget the rest, but that is a big mistake. You really need to have a 3-tiered article submission strategy. Select a couple of the big dogs, but also add some medium-sized directories and some smaller, newer directories to your list for regular submission as well. There are several reasons why this strategy can be much more effective in the long run than targeting the large directories alone.
The mega-directories carry a big punch in terms of link power and recognition. You can almost watch the reader numbers climb on your articles. But because they are so big they also get a large volume of submissions every day and your articles very quickly move from the top page of the directories new submissions list and even from the top page of the topic listing.
Medium-sized directories don’t pack as big a punch as the mega, but their text link value is still strong and they usually have a solid reader base. They have been around long enough to build a loyal audience and clientele. However because they are not as big their submission volume is lower than the mega so your articles retain top billing longer — and becoming a top article or top author may be an attainable goal for the part-timer.
Small and/or new directories usually don’t offer nearly the level of power of their larger brethren, but a quick study will reveal whether or not the directory is regularly maintained and promoted — and you know that will mean the link power currently exists and will grow in the near future. Also with new and small directories you can easily achieve top author status and your articles will stay at the top of the ranking longer — they may well pass directly from “new” status to “top” status which rarely if ever happens at a mega directory.
That is my current strategy for article submission and I hope you found it helpful.
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03 Nov 09 Make Your Article Writing Fast And Profitable
Profitable article writing is one of the most necessary elements online when focusing on fabulous returns online and making more money online. Profitable article writing is writing and submitting informative articles with the intent to create traffic, adding revenue to the bottom line, that part being the most necessary. With profitable article writing and making more money online, it is necessary that you follow proven ways online and yet still find ways to creatively innovate repeatedly, once again looking for fabulous returns online.
Article writing is considered an old yet very effective method of marketing and advertising. A lot of marketers both new and professional have had a taste of writing articles as a tool to market and promote a product or a business. Most of these article writers have common tips and techniques to give and suggest on how can one be an effective article writer.
Here are the necessary ways to get to fabulous returns online with profitable article writing:
• For fabulous returns online in profitable article writing and making more money online, you have to focus intently on necessary elements online, and be able to brainstorm effectively to come up with creative solutions.
• For fabulous returns online in profitable article writing and making more money online, you have to prioritize effectively and to get first things first consistently and be able to leave the unnecessary things for last, if ever.
• For fabulous returns online in profitable article writing and making more money online, you have to look at the big picture and creating an action plan to make things happen. What kind of results are you looking for? Set a goal and determine what it will take, in solid action, to get there.
• For fabulous returns online in profitable article writing and making more money online, you have to write new articles everyday and maximize your relationship with them daily.
• Article writing is not about writing it with highly stated lexical words. Writing is never at all about the usage and employment of “highly educated” choice of words. In fact, it is always been suggested that when writing any document form, a writer must use conversational, ordinary, and easy to understand words and always stay away from using highly technical ones. So, loose your worries about using big words in writing.
• Article writing is all about writing from what your inner soul tells you to write. People who read your article material will have a way of knowing and sensing your sincerity to reach out to them. When you relay information to people, they will now if what you are doing is all a masqueraded drama. So, when you write, follow your heart and soul.
• Article writing is all about perfecting your craft. There is no such thing as perfect article the first time you write. Your skill of writing continues to evolve as you go on writing. Make sure that as you go on writing, you develop yourself towards becoming the best article writer there is.
• Article writing is learning from others. As a writer, one of your sources towards having a meaningful, well written article is from other people’s point of view. Learn to learn ideas from other people most especially those people who have earned reverence from other writers. They have the experience and the wit to share.
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03 Nov 09 How Compare And Contrast Techniques Can Improve Our Life?
In our modern world, we frequently compare and contrast several things, facts, theories, events or personalities. We have been comparing different economical, social and political systems for ages. How we develop this process? How this technique is achieved and perfected? It can be achieved by comparison/contrast technique. One should show similarities in comparing several things, and one should point out the differences when contrasting. First step in the writing of comparison/contrast essay is the choosing of particular topic. However, do not try to choose incomparable things- the taste of lemon and the color of the wall, or the toughness of the ball. One should choose some events, figures and things that have many similarities. Once, you have chosen the subject of comparison you can start working on your compare/contrast essay. Second, you should enlist all things that you know about these subjects. After, you have completed this process try to identify differences and similarities. Third try to develop the main point of your argument. For example, if you compare the cat with the dog, you should indicate differences and similarities, by answering the following questions:
What I have learned about these animals?How does the cat differ from the dog?Once you have answered these questions, you may develop your argument. It may look like the following: Despite the fact that the cat and the dog are husbandry animals, nevertheless they have some similarities and some distinctions as well. Many students do not understand why this type of an essay is so frequently assigned to them. The answer lies in the fact that your tutor would like to teach you to develop your analytical and argumentative skills. That is why the compare/contrast essay is one of the most popular essays assigned at the colleges and universities. Compare and contrast essay is widely used in many other types of writing assignments. For example, one can use it in designing of the English essay.
This type of an essay is assigned to test your abilities to express yourself in clear, lucid and coherent language. Regardless of the topic of your essay, you should demonstrate your reader your ability to write on familiar and unfamiliar topics alike. Apart from this, you should clearly and unequivocally express your point of view on the subject you research as well as provide some proposals on the possibilities to resolve some controversial issues of the subject. You might also, answer such questions as advantages and disadvantages of the situation you research as well as describe the problem you research, why it is important to resolve it, and what effective steps should be taken to eliminate it. You certainly, may use some compare/contrast techniques in order to show differences and similarities between some points of the events, things and personalities you research.Remember, however, that it is vital almost indispensable for this type of assignment to connect your paragraphs with logical and convincing sentences; also do not provide any facts unless they are backed up by some evidence. And whatever topic you are assigned with, whatever subject should be written do not forget to check out your essay on grammar and spelling mistakes rushessay.com
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03 Nov 09 Building A Rock Solid Query Letter
Recently I reviewed a client’s query letter. It was a hard working query letter, detailing the marketing prospects for the book, her own glowing credentials and the contacts she possessed that would help her publicize the book. But she left out one teeny weeny thing: she didn’t say what her book was about! I used to think query letters were relatively easy, but now I realize that a query has to do so many things that it’s easy to forget essential elements. Since the letter is your first step in putting your book’s best foot forward, you don’t want that to happen. So here’s a simple rundown on what goes into a solid query letter.
Who Are You?
It’s tempting to start the letter by leaping into a breathless description of what you’re sure is going to be the best book in the world, but resist a little longer. You want to use your first paragraph to introduce yourself and let the agent know why he or she should pay attention to you. Tell the agent who you are. Describe your qualifications, including a bit about your current activities which will in turn describe your platform. Have you been doing speaking engagements? Do you appear on television? Are you noted in your profession? Have you won any awards? Do people look to you as an expert in your subject? Do you teach? For instance, if you are a workshop or seminar leader in real estate finance, frequently travel across the country, and have 5,000 people attending your workshops every month, you can tell the agent:”Now I’ve decided to give away all of my secrets in a book about real estate financing with no money down.” Anything that puts you in front of people is a potential place to sell your book so don’t forget to mention such activities.
What’s Your Book About?
In the next two or three paragraphs of the letter you get to talk about your wonderful book idea and/or story. As a guideline, it may help you to read the backs of book covers. You’ll want to do something similar–a brief synopsis of your book with enough spark it will intrigue the agent or any other potential reader, to pick up your book. Use bullet points to highlight what amazing tidbits the reader will get out of the book. Will they get five strategies on how to eat without gaining weight? Or 4 low cost resources for financing a large home improvement project? Or the 6 surefire signs you’ve found your life purpose? Make this description tight, concise and, of course, hugely interesting. Then you can move on to…
Your Great Marketing Plan–With You As the Star
The query letter should include a brief paragraph or two about how you’re going to market the book. Of course, if you go with a traditional publisher you’ll get major help in this area from the publishing house. But remember this: no one will be a better advocate for your book than you. And when editors are considering manuscripts they’re also considering what kind of a marketing presence they’ll be getting with the author. You’ll make their job easier–and your book much more successful–if you can bring your own marketing plan to the table to work hand in hand with the publisher’s. Do you have contacts in the media willing to help? Are you good at getting quoted in newspapers and magazines? Do you publish freelance articles that can mention your upcoming book? Put a lot of thought into this. Too many writers go into the publishing process expecting everything to be done for them and then are disappointed. Having a good marketing plan would show a potential agent that you’re serious and you understand the business.
The Next Step
You’ve mentioned your credentials, described your book and your stellar marketing plan. Ideally, at this point, you have the agent intrigued. You want him or her to say, “Great! What does this person have to offer?” This is where your letter would say something like, “I would love for you to see more and I have a proposal” or “I have 50 pages of a manuscript.” Whatever you want the agent to see next, offer it up and ask, “May I send this to you?” Asking permission is always a classy thing to do, it shows you’re not being presumptuous. Then you move into a closing that let’s the agent know you’ll follow up in a certain amount of time either via phone or email (they might prefer email).
When you’re done, read your query letter over many times. Have another trusted set of eyes read it for you. It’s easy to overlook important points, or to think you’ve covered something when you really haven’t. When you can polish no longer, send it out–many times! And congratulations. You’ve just made the first step in getting yourself and your book out there. I wish you a successful journey.
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03 Nov 09 Without Search Engine Optimisation Your Website Could Be Lost
Building a great internet site is a wonderful achievement. But it could also be a complete waste of your time and money unless potential clients can find it. Search Engine Optimisation (SEO) is one way to ensure your site is seen in the most crowded marketplace ever conceived.
SO WHAT IS SEARCH ENGINE OPTIMISATION (SEO)?
To understand Search Engine Optimisation you must first consider how people actually look for – and eventually find – products and services on the web.
Research shows that more than 80 per cent of the world’s 290 million internet users (10 million of them in Australia) use search engines to find what they’re after.
There are many search engines available to consumers – the better known include Google and Yahoo! – but in general they all work the same way. Typically a person will enter a keyword or phrase into the search engine and immediately receive a list of recommended web pages.
Internet users are impatient, which means they seldom scan though more than a page or two of search results, and generally only access sites listed at the top of the page. If you want to be seen, your site must not only appear on a list of search results, it must rank towards the very top.
Open a search engine and type in a word or phrase someone searching for your company might use – if you fail to appear in a prominent position, chances are your site has not been search engine optimised. Without optimisation, your site is about as effective as an advertisement floating in the middle of the ocean.
HOW DO SEARCH ENGINES RANK INTERNET SITES?
Search engines regularly dispatch ‘spiders’ or ‘robots’ (aka bots) to collect information on websites. Using an algorithm – a set of complex formulas or rules – the search engine evaluates each website’s relevance and then ranks it accordingly.
These algorithms are unique to each search engine, they are highly secret and they change all the time. But in general they all obey a basic set of rules. That means it is possible improve your chances of a better ranking by ensuring your website has the most appropriate content, and that the content is structured in a search engine-friendly way – this process is known as Search Engine Optimisation.
Search Engine Optimisation is not an exact science. It requires trial and error, and there is never a guarantee of success. But without Search Engine Optimisation your website is almost guaranteed of not being seen.
Of course there are other ways of reaching potential clients. You could, for example, spend money to advertise on a search engine, and only have your advertisement appear when people search for particular keywords. That is valid way to increase your chances of reaching customers. But studies have shown people using the internet tend to trust and visit the free listings more than paid listings.
HOW DO YOU GET STARTED ON SEARCH ENGINE OPTIMISATION?
First you need to find out if your site is actually being indexed by a search engine.
Open a search engine and type your company name in the search box. If you appear in the results it means that spiders or robots have located your site. They will place the site into a memory bank, and visit it from time to time to update their information.
If your site it not listed you could consider submitting your site to search engines. This will not guarantee that they will list you, but it won’t hurt to try. A word of advice – do not submit your site multiple times as this will only annoy the search engine people, and you need to be on their good side.
Some search engines will not accept submissions – they prefer to find your site themselves. And some simply draw their information from other search engines (a disclaimer should alert you to this practice), which makes it pointless submitting your site to them.
Once you are confident your site is being indexed, you need to identify keywords – these are the terms a potential visitor might enter into a search engine when looking for your product, service or company.
Finding the right keywords is a pivotal component of Search Engine Optimisation. There are applications that allow you to test each word by showing how popular it is and how often it is used – the result might surprise you.
A good way to find keywords is to visit a competitor’s website and see what it has listed. To do this, open their site and click on ‘view source’ – a heap of what looks like gibberish will come up, but find a line which says ‘
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