Sidedoors Buying Keywords And Promo Silliness
Posted on 05 Jan 2000
by peter van dijck (pedrito)
Rated 3.74 (Ratings: 1)
- More articles in Site Development
I learned a lot while doing research for a site that's gearedtowards people wanting to learn English, so I'll use thatas an example here.
Exchanging linksAfter searching the searchengines for your target keywords and finding sites thatcan link to you this way, try this: find out who links toyour competitors or similar sites (you can do this inmany search engines, like AltaVista, with"link:http://competitor.com"),then put up a link to those pages, and only then askthem all for a link back. Obviously, to get links you'llneed content (usually anyway).
Depending on the kind of site you have, exchanging links should accountfor atleast 50% of your promotion efforts.
Finding good keyphrasesGoto.com has a cool service: you can see how often certain keywords areused. And it also suggests related keywords.Selfpromotion.com has a cool service (if you join them)that'll automate this process.
With my English learning site, this gave me a surprise. Itturned out I needed to target the keywords "preparetoefl" (which stands for Test Of Eenglish as a Foreign Language")and "English grammar game" more, instead of just"learning English", which got only a few hits, butbasically is the same as "preparing toefl".
So there you go, a bit of research can definitely be worth it.It may even show you that you shouldn't focus too much on searchengines for yourparticular site.
There's another trick that some people may consider abit dirty (but hey, in love and on the net...): target thebrand names of the competition (I'm NOT talking hijacking domainnames).So when people lookdirectly for the competition, they'll have an option to goto you as well.For example: write a review about your products compared to your competitors' products. Give it a good title, like "New article: comparison betweenxxxand yyy". Many people will go to a "review of xxx" sitebefore they go to the site themselves.
And: if at all possible for the indexes (like YAHOO), get asite title that starts with an A or a number. They list theresults alphabetically.
Where to put keyphrasesApart from putting yourkeyphrases in your metatags and body, don't forget toput them in your title! All your important keywordsshould be in your page title!Some people advise putting keywords in your URL as well. This doesn'twork.The searchengines just treat the keyword as a keyword in the body of thetext.
More promotionGoto.com again. Yes, they're asmall searchengine, but they can help you a great deal.They offer you to buy keywords (for as little as .01$).So if someone searches for that keyword, you get onpage 1, and only pay for clickthroughs. This is verycheap traffic, and if you use focused keywords (insteadof general ones), quality traffic as well.Selfpromotion.com (sorry to keep mentioning them) hassome very good articles and tools for this by the way.
SidedoorsSidedoors are pieces of content that arerelated to your site. So for our English site I could writean article comparing online English learning services,highlighting our site which obviously is the best. Imaginesomeone searching for a service like this seeing thiscomparative article in their searchengine page. Do youthink they'll go for it?
Sidedoors can be anything that's useful to people whoare in your target audience, it doesn't have to dealdirectly with your site.
Many promotion people will tell you to build 100s of sidedoors that targetcertain keywords that all link to your main site. They mean sidedoorswithutuseful content. This is spamming, and will get you banned from thesearchengines.
Your front windowTraditional stores dress uptheir front window, because they know it's what getspassers by interested in their shop. Your front windowis NOT your homepage. It's your title+descriptionmeta+the first lines of your page+your URL. But mainlyyour title. That's what people see in the searchengines.That's where they decide to enter or not. Think about it.Craft your title carefully.
Finally, I promised I would, so here they are:
- Search engines are not the Only Way. Formost sites, it seems more traffic comes from wellexchanged links than from search engines. So makesure to spend some time exchanging links.
- Keyphrases are more important than keywords. So'webdesign Vermont' will get you better traffic than'webdesign', since that one has thousands if not millionsof competitors going for it.
- Metatags: use your keyword and description metatagwisely, and don't abuse!
- Content rules the waves!And will more so in thefuture. Get yourself some writers (real ones). Getyourself an editor. It'll be one of the best investmentson the site you can make, (apart from that automaticburrito heating machine you've been dying to get yourhands on).Jacob Nielsen recently released a new book that basically says: focus onquality content.I couldn't agree more.It's often better to do rewrites of your content than redesign yourwebsite.