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Extra info for 101 Ways to Promote Your Web Site (101 Ways series)
Then you must: • Determine the keywords that your target market is using in the search engines to find what you have to offer, • Assign those keywords to specific pages throughout your site, and then • Populate the pages with the assigned keywords in the appropriate places given the ranking criteria for your targeted search engines. The remainder of this chapter walks you step-by-step through this process. Understanding Search Engines Search engines use programs or intelligent agents, called bots, to actually search the Internet for pages that they index using specific parameters as they read the content.
Understand whom you are targeting and build your search engine optimization efforts around your audience. You need to choose keyword phrases that are going to bring sustainable targeted traffic consisting of potential customers—not just anything and everything. What you may think is the perfect keyword phrase may not be used at all by your target market in their search queries, which is why it is so critical to research and validate your keywords. Ideally, each page of your Web site is going to focus on a different set of keywords that are specific to the content at hand.
For example, if you have two product lines, you can create a keyword list for each. Naturally, some keywords are shared across the lists, but it is important to understand that the people looking for one topic (for instance, “jobs”) are not necessarily the same people looking for another topic (let’s say, “trucks”), and as such they are going to use different keyword combinations in their searches. How do you create your master keyword list? Here are four solid techniques for generating a list of potential keyword phrases: 1.