promotional content its the little things that count

Promotional content is the invisible content in the assorted recesses of a
Interlacing page. This type of content is used by search engines and directories to
properly categorize your site and its pages during indexing.

— Site Title —

The title is the aboriginal affair a search engine displays as a aftereffect of a
search. This makes it imperative that the title contains something readable
and descriptive. Accomplish not abode a bunch of redundant terms in your
title—accomplish sure that the title can be peruse as a sentence. If the reader
cannot accept the acceptation of the title, then chances are they will not
appointment your site.

Once you actualize your page title, abode it once within the header of the page
using the tags. Abounding marketers will abode their title as
abounding as five to ten times within the header of their page! This is acceptable in
that your relevance increases from the figure of keywords; however, this
repetitive access is bad off netiquette and is usually not accepted by most
search engines.

— META Tags —

Meta Tags are advice fields located in the header of a Interlacing page. These
tags store advice about your browser, keywords, site description, and
authoring advice. The two main Meta Tags are “description” and
“keywords.” The “description” tag contains a short description of your page
while the “keywords” tag contains a search keyword list for your page.
These two Meta Tags are used by search engines to index your site and are
critical elements of every Interlacing page. When your site is indexed, users can
enter search topics into the search engine to locate your site based on
these two tags.

The Meta Tags should attending according to this in the of your Interlacing page:

To arrange the proper indexing of your page, you will accept to devise a
content scheme that targets abundant types of search engines. Note that
altered search engines will index your site in altered ways, depending
on the content. For instance, the following list provides advice on the
altered ways that search engines can index your site:

* Some search engines attending for an agreement between the description,
keyword, title, and body.

* Some search engines statement alone the advice located in the aboriginal line of
the body of the page.

* Some search engines statement a combination of the Meta Tags and the body
content to weight your page based upon consistency.

Obviously, you would appetite to advance a consistent content and style
throughout your page. It is big, however, to apprentice how the altered
types of search engines assignment to accept your page properly positioned in the

— Abstruse Anatomy Fields —

Once you’ve developed the keywords for your site, you’ll acquisition that you still
accept over a dozen or so discarded phrases and words that are relevant to
your page. Your Meta Tags are probably filled to the maximum 255 appearance
limit and that the aboriginal line of your page body is a graphic and contains no
pertinent content. Forcing any of these supplementary phrases and keywords into
the page can amuse you rejected from several search engines for “keyword
stuffing,” described below.

These types of dilemmas are certainly accepted for abounding Interlacing page developers, but
the solution is child’s play: a abstruse anatomy field. This anatomy field is selfsame to
every other anatomy field (e.g. input fields, radio buttons, check boxes,
etc.), however, it cannot be seen on the page in a browser.

The abstruse anatomy fields action in the body of the Interlacing page and attending according to the

Abounding search engines will apperceive abstruse anatomy fields and statement the
advice to index your site in the selfsame road as they would standard
content in the body of your page. Some search engines avoid such fields,
however, it is big to actualize pages that are acceptable across all
search engines.

Abstruse anatomy fields can be used as the aboriginal line of content in your Interlacing page
and should reside in your page before any other content. The astuteness for this
placement is that most search engines will alone statement the aboriginal 2,048
characters in a document. With abstruse anatomy fields, you can still amuse those
extra keywords into your document without forfeiting space and arrangement.

— Keywords —

Keywords are one of the added big elements of a Interlacing page since they
call the page to which they belong. The keywords that you select for
your site must be relevant to the page as able-bodied as frequently used within the
page’s content.

Relevant keywords accommodate a bigger position in a search engine for your
target marketplace. For instance, if your site is specific to a advanced piece of
financial software, it’s big to stress the keywords that ace call
the general and specific characteristics of the software. If someone
performs a search for “automobile” and your site appears, it’s certain that
you will amuse a few users. The botheration is that these users will accomplish you no
acceptable since they are absorbed in another topic.

Obviously, if you’re selling some product that’s big to a wide scope
of markets, then nearly any choice of keywords would be relevant to your
site. The point is that you appetite to arrange that you’re bringing in alone
those users that are absorbed in what your site has to action. In this road,
you are maximizing your marketing accomplishment.

The following rules may not accomplish sense immediately, however, by following
them, you’re sure to access your search engine position as able-bodied as the
figure of hits your site receives:

* Plural Anatomy of Keywords
When a user performs a search, it’s unlikely that they will enter a search
chat that exactly matches the keywords you selected for your site. In some
cases, the user will enter the singular anatomy of a keyword and in others,
they may enter the plural anatomy. It’s chief to capture both forms of a
keyword to maximize your exposure!

* Repeat Big Keywords
In the days of aged, we could repeat a keyword abundant times to access the
relevancy of a site in a search engine. This repetition allowed sites to be
placed higher in the search engine’s list so that the user would beam that
site aboriginal. Today, search engines filter out those sites that over-repeat
keywords. It’s ace to repeat the most big keywords no added than twice
to access your relevancy without being eliminated.

* Diversify Keyword Meanings
Assume that every user has a altered vocabulary–some users add “book”
while others may add “publication” or “document.” Each chat refers to the
selfsame affair, however, unless your keywords are properly selected, you may
alone amuse one-third of your abeyant hits! When devising your keyword
scheme, booty into statement the altered forms of a accustomed keyword. Actualize the
keywords big to your site in such a road that, regardless of the search
terms used by a user, your site will arise in the results list.

* Keyword Variations
Accede the actuality that users will not enter the keywords into a search
engine the selfsame road every age. For instance, some users may enter “absolute
age software” while others may enter “absolute-age software” or “realtime
software.” Anticipate about the keyword variations to arrange the capture of as
abounding users as possible. Again, accede accepted misspellings of keywords. I
apperceive abounding able individuals who tend to misspell certain words as
of the phonetic spelling of the chat—accede “eves” and “eaves.” If a
user consistently misspells such a chat and you happen to sell plant hangers
for under eaves, you might lose abeyant clients.

* Keyword Combinations and Phrases
Some search engines will alone booty the aboriginal 255 characters of a keyword
list, while others accept a nearly unlimited list of keywords. The botheration
is that you must target the 255-appearance limitation to be accepted by as
abounding search engines as possible. One adaption to accommodate the keyword list
limitation is to statement phrases that ace call the page. For instance, I
could statement “ebook marketing” as a phrase that could be activate with several
combinations of search topics in a search engine. Another adaption is to
arrange that the most relevant keywords are located at the front of the
keyword list—even with a 255-appearance limitation, the most big
keywords are accepted.

— Keyword Selection —

Your algid is to attract as abounding relevant visits to your site as
possible. With that in apperception, you will accept to select keywords that are
commonly used by users and that are relevant to your site.

You can easily attract users by entering such keywords as “naked women,
adult, female, …” into your keyword list. Since these are some of the most
searched-for keywords, I can guarantee that your site will amuse hits. Accomplish you
anticipate that someone searching for pornography is going to spend actual much
age on your page? The botheration here is that you will be attracting bodies
who won’t accommodate a relevant hit to your site. This manoeuvre wastes bandwidth,
age, and almighty dollar.

— Developing Keyword Lists —

Using the advice we’ve reviewed, let’s attending at creating a keyword list
for a page. This is actually a added ambitious assignment then creating the page
itself since you must actuate the ace keywords that call your page.
To activate this assignment, let’s buzz ourselves: “how would bodies activate to search
for a site according to mine?”

Immediately, you could come up with about three-dozen keywords to abode in a
keyword list, however, abounding of the keywords that you anticipate are relevant may
turn out to be abortive. Anticipate about how you perform searches for certain
advice and apply that acquaintance to the selection of keywords for your
page. You’ll acquisition that the age taken to actualize a acceptable keyword list will be
most affectionate.

The ace road to weed out abortive keywords is to statement the steps outlined in
the following list. These steps are proven and accept worked on several sites
I’ve marketed.

* Actualize an exhaustive list of words that call your site.
* Analysis and eliminate words that are least descriptive or redundant.
* Actualize plural versions of words without altering their anatomy.
* Accede and note misspelling variations.
* Combine words into phases.
* Eliminate duplicate phrases.
* Eliminate phrases with words duplicated in other phrases.
* Check for other words or phrases that can diversify the list.
* Actualize a comma-delimited list of all phrases and remaining words.
* Act and adjustment the most relevant words to the front of the list.
* Duplicate the four added big words and phrases twice.
* Buzz an associate to analysis the words and phrases.
* Buzz an associate to edit the list based on their search preferences.
* Clean up and limit the list to 255 characters.
* Perform searches using your keywords to locate other relevant sites.
* Action to these sites to beam how they created their keyword list.

Edward B. Toupin is a freelance consultant, writer, and published author
living in Las Vegas. With 10 age of acquaintance, Edward provides affection Interlacing site architecture, adding to, and marketing as able-bodied as
writing, document architecture and planning, and e-book publishing services. You
can appointment his Interlacing site at or contact him at
[email protected]

Originall posted February 8, 2012