When you optimize your site for the search engines, you need to place your keywords in prime locations throughout your site: in your title tags, your header and sub-header, your body copy, your image “alt” text, and so on.

But did you know that you can optimize for your call to action too?

Your call to action is the action you urge your visitors to take on your site, whether it’s making a purchase, downloading a free report, or signing up for your opt-in list.

You always want to use a strong, compelling verb that captures people’s attention and compels them to act. Good examples of strong, compelling verbs are: “discover,” “claim,” “find,” “solve,” “read,” “download,” etc. The searcher should have a clear idea of the action they’re supposed to take, as well as the benefits that will result from that action.

The best place to put your call to action is in your meta description tag. The description you include in this meta tag is frequently used as the body copy in the search engine result for your site.

… That means if you include a call to action here, it will appear right in your search listing and will compel more visitors to click through to your site and take action!

Here’s what your meta description tag looks like in your web page’s source code:

<meta name="Description" content="ENTER YOUR KEYWORD-RICH
CALL TO ACTION HERE">

For example, here’s what our meta description tag for MarketingTips.com:

<meta name="Description" content="Discover the insider secrets to
make money online! FREE advice on how to earn money online from the
experts at MarketingTips.com">

And here’s what the search result looks like on Google:

Wouldn’t you say our call to action, “Discover the insider secrets to make money online!” is more compelling than what another company in the search results had as their description:

As you can see, their meta description reads: “internet marketing and Search Engine Marketing; Website promotion and internet advertising services, internet marketing services International marketing web …“

It’s basically just a string of search words that aren’t even written in complete sentences. Plus, they’ve included more words than will actually fit in a Google listing, which makes their listing look a little sloppy, in our opinion. But we don’t mind… we think it makes our listing look better as a result!

So if you want to get the edge on your competitors, include a keyword-rich, compelling call to action in your meta description tag. It will help your listing stand out from your competitors in the search results and will drive more visitors to your site. AND, those visitors will be more likely to take action because you have already urged them to do so.

(And that means more sales for you!)

Keyword Phrase google adsense webmaster forums
A phrase which forms (part of) a search engine query.

Keyword Purchasing
The buying of search keywords from search engines, usually to control banner ad. placement. All the major search engines (except EuroSeek and GoTo) insist that keyword purchasing is only used for banner ad. placement, and doesn’t influence search results. The display of banner ads. for bought keywords can be studied using a service called Bannerstake from Thomson and Thomson at http://www.namestake.com. which returns the banner ads. displayed when particular queries are used.

Keyword Stuffing
The repeating of keywords and keyword phrases in META tags or elsewhere.

Link Popularity Free adsense webmaster forums Tips
See page popularity.

Log File
A file maintained on a server in which details of all file accesses are stored. Analysing log files can be a powerful way to find out about a web site’s visitors, where they come from and which queries are used to access a site.Various software packages are available to analyse log files, and some are listed below.

Sane Solutions provide NetTracker, which is good at analysing queries from log files. A free program called WebLog is available at http://www.awsd.com. See also the reviews at http://www.bellacoola.com/html/sample_reports.htm.

LookSmart
A medium-sized directory. The URL is http://www.looksmart.com.

Lycos
One of the largest search engines, Lycos appears to be moving towards becoming a directory and is using the Open Directory for some search results. It can be slow to index new sites. The lycos spider ignores meta tags in pages. Lycos can be found at http://www.lycos.com.

Metacrawler
A meta search engine found at http://www.metacrawler.com. Results from various search engines are summarised in an easy to read form.

Metafind
A meta search engine found at http://www.metafind.com.

Meta Search
A search of searches. A query is submitted to more than one search engine or directory, and results are reported from all the engines, possibly after removal of duplicates and sorting. Also the meta search engine of the same name, found at http://www.metasearch.com.

Meta Search Engine
A server which passes queries on to many search engines and/or directories and then summarises all the results. Ask Jeeves, Dogpile, Infind, Metacrawler, Metafind and Metasearch are examples of meta search engines.

Meta tag
A construct placed in the HTML header of a web page, providing information which is not visible to browsers. The most common meta tags (and those most relevant to search engines) are KEYWORDS and DESCRIPTION.

The KEYWORDS tag allows the author to emphasise the importance of certain words and phrases used within the page. Some search engines will respond to this information – others will ignore it. Don’t use quotes around the keywords or keyphrases.

The DESCRIPTION tag allows the author to control the text of the summary displayed when the page appears in the results of a search. Again, some search engines will ignore this information.

The HTTP-EQUIV meta tag is used to issue HTTP commands, and is frequently used with the REFRESH tag to refresh page content after a given number of seconds. Gateway pages sometimes use this technique to force browsers to a different page or site. Most search engines are wise to this, and will index the final page and/or reduce the ranking. Infoseek has a strong policy against this technique, and they might penalize your site, or even ban it.

Other common meta tags are GENERATOR (usually advertising the software used to generate the page) and AUTHOR (used to credit the author of the page, and often containing e-mail address, homepage URL and other information).

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Authoring High Quality Content The Recommended Google Marketing
Why Should a Search Engine Rank Your Site Above all the Others in its Field?

If you cannot answer this question clearly and precisely, the task of ranking higher will be exponentially more difficult. Search engines attempt to rank the very best sites with the most relevant content first in their results, and until your site’s content is the best in its field, you will always struggle against the engines rather than bringing them to your doorstep.

It is in content quality that a site’s true potential shows through, and although search engines cannot measure the likelihood that users will enjoy a site, the vote via links system operates as a proxy for identifying the best content in a market. With great content, therefore, come great links and, ultimately, high rankings. Deliver the content that users need, and the search engines will reward your site.

Content quality, however, like professional design, is not always dictated by strict rules and guidelines. What passes for “best of class” in one sector may be below average in another market. The competitiveness and interests of your peers and competitors in a space often determine what kind of content is necessary to rank. Despite these variances, however, several guidelines can be almost universally applied to produce content that is worthy of attention:
• Research Your Field The Google Adsense Marketing Guide

Get out into the forums, blogs and communities where folks in your industry spend their online discussion time. Note the most frequently asked questions, the most up-to-date topics and the posts or headlines that generate the most interest. Apply this knowledge when you create high quality content and directly address your market’s needs. If 10,000 people in the botany field are seeking articles that contain more illustrated diagrams instead of just photos, delivering that piece can set your content (and your site) apart from the competition.
• Consult and Publish in Partnership with Industry Experts
In any industry, there will be high-level, publically prominent experts as well as a second tier of “well-known in web circles” folks. Targeting either of these groups for collaborative efforts in publishing articles, reviewing your work or contributing (even via a few small quotes) can be immensely valuable. In this manner, you can be assured that your content is both link and visitor-worthy. In addition, when partnering with “experts”, exposure methods are built-in, creating natural promotion angles.
• Create Documents that Can Serve as One-Stop Resources
If you can provide a single article or resource that provides every aspect of what a potential visitor or searcher might be seeking, your chances for success in SEO go up. An “all-in-one” resource can provide more opportunities than a single subject resource in many cases. Don’t be too broad as you attempt to execute this kind of content creation – it’s still important to keep a narrow focus when you create your piece. The best balance can be found by putting yourself in the potential users’ shoes – if your piece fits their needs and covers every side of their possible interests, while remaining “on-message,” you’re ready to proceed.
• Provide Unique Information
Make sure that when you design your content outline, you include data and information that can be found nowhere else. While collecting and amalgamating information across the web can create good content, it is the unique elements in your work that will be noticed and recommended.

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Page Name / URL Structure – PPC Affiliate Your page name or URL structure refers to the actual page name. For example, if you wanted a website to rank well for the keyword “Blue Widgets” then your URL could be http://www.bluewidgets.com or http://www.blue-widgets.com. In many cases your URL is the same name as your company, but you can still use this as an optimization tool. For example, http://www.acme-blue-widgets.com. Other pages can also be optimized like the following, http://www.acme.com/blue-widgets.html. There has been much discussion on using hyphens (-) or underscores (_) or nothing at all to separate words. Google did say that they see underscores as text and and hyphens as separators. Based on this information then a URL structure of “blue_widgets” is seen as “blue_widgets” where “blue-widgets” is seen as “blue widgets”. However, any ranking advantage given to one style over the other isn’t that apparent at this time as there are many other factors that are weighed to getermine your overall ranking.

Internal Linking – Linking to internal pages refers to using keywords that normally occur within you site as links. For example the following sentence occurs on our site, “Tradeshow Displays can be an incredible aspect of marketing your business at your next convention.” The keyword “Tradeshow Displays” is being used as an internal link to another page within our site and is being tied to the keyword tradeshow displays. These keywords are referred to as Anchor or Linking Text and are explained in the linking section of this article. This doesn’t mean that every keyword should be linked as this could be viewed as spam.

Off Page Components PPC Affiliate Search

Off page components primarily refer to building links or link popularity. Link popularity is a score that adds up the total number of links you have pointed to your site over various search engines. Marketleap offers a free link popularity tool. Search engines heavily weigh how many links there are pointing to your site. You can view a link as a vote, however, all links or votes aren’t equal. The more votes or links you have the better. Evaluating a links importance is quite complex and is determined on various factors. Some of which include content relation, PageRank® and page traffic.

Content Relation – The most valuable link you can get is a link that is on your competitors home page, but this isn’t feasible as your competitor isn’t going to promote your business. In theory though any company that operates and or targets the same customers and prospects are very valuable. In our industry Promotional Products, Publishing and Printing Companies and Public Relations Companies are all used at trade shows and buyers of our trade show exhibits do business with these companies. For this reason we want to get links from these websites to ours.

PageRank® is a number between 0 and 10 that Google assigns to every web page in it’s index. This number is calculated on the Google Toolbar and can be downloaded by clicking on the link, Google Toolbar. Getting a link from a PR8 webpage holds more value than PR5 webpage. Determining a links value solely on PageRank® is unwise as there are lots of PR0 pages that might have lots of targeted traffic. We recommend that if the company targets the same prospects and customers then a link from them is good regardless of the pages PageRank®.

Page Traffic – Page traffic refers to how many potential buyers may come across a page on the web that you want to target. For example, our buyers visit the industry website TSNN so having a link on this site is of valuable consideration based of the traffic alone.

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Blogs

Blog (also known as Weblog) is traditionally a webpage where pre-surfer or a blogger “logs” all pages he/she finds interesting. In other words, it is a Web page that contains brief, chronologically arranged items of information. Typically updated daily, blogs often reflect the personality of the author. PPC Affiliate

Weblogs provide a series of annotated links to items such as news stories, and often include personal rants. They are maintained by one person, most commonly someone who is involved in Web design or some other tech-related field.

A blog is often a mixture of what is happening on a particular website and what is happening on the Web, a kind of hybrid diary/guide site, although there are as many unique types of blogs as there are people. Blogs can be used to introduce products to potential customers.

People maintained blogs long before the term was coined, but the trend gained momentum with the introduction of automated published systems, most notably Blogger at blogger.com. Thousands of people use services such as Blogger to simplify and accelerate the publishing process.

Blog as a marketing tool PPC Affiliate Guide

Blogs offer huge marketing potential. They are highly strategic tools that can strengthen relationships, share knowledge, increase collaboration, and improve branding. Besides, blogs can represent the real voice of the website.

A weblog can take the form of a diary, a news service (or summaries of and links to current news items on a topic), a collection of links to other Web sites, a series of book reviews or products, reports of activity on a project, the journal of an expedition, and much more. Businesses can use this tool to effectively advertise their products or services.

One of the most interesting ways to use a weblog is by allowing it to function as a discussion forum for customers of your products or services. In this case, the webmaster can give posting rights to other people – visitors and customers, and their posts may or may not be reviewed before they are published to the Web page. Customers, in such a way can post favorable comments about the websites offerings. Some weblogs are set up in such a way that only the owner or the owner and certain other people have posting rights, but anyone else can add comments to the posts.

Weblogs when used with newsletters present immense marketing opportunities:

? Articles within newsletters can be linked to a blog, extending life and creating a massive conversation.
? You can offer a bidirectional forum to customers to get true, personal opinions on your products and services.
? Company experts can start a blog and become industry experts, helping your company edge out competition and, through this interactive forum, draw customers into another exchange of information and thoughts.
? The beauty of this interplay is you can layer your blog with editorial controls.

How to create a Weblog?

The majority of weblogs are now created using software or services designed specifically for this purpose. Some of the software is free – and some of the organizations that provide weblog software will also provide free server space to house a weblog so that it is publicly accessible on the Internet. There are also commercial versions of some of the free software; these commercial versions often provide more features. Some weblog software is available only as commercial software. Alternatively, bloggers can create and maintain their weblog using free software or a free weblog service, but use FTP (File Transfer Protocol) to load the resulting weblog to their own Website.

There are many blogging softwares available easily on the Internet. One of the most popular weblogger is “Blogger” which can be downloaded for free at http://www.blogger.com. Most webloggers simplify the process of Website creation. However, they do require basic knowledge of FTP, Website structures and a few technical terms. Besides, creating an advanced weblog requires knowledge of HTML.

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