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16: Ten Ways to Promote Your Site in Java
16: Ten Ways to Promote Your Site
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Why all this search engine secrecy
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The people who run sites like Google and Bing want to deliver the best results when someone conducts a search not just a list of the sites that reflect smart Web marketers ability to figure out how to trick their way into top position Because much money can be made at the top of search results lists, Web marketers spend countless hours testing how search engines work to come up with their best guesses about the criteria that search engines are using and how best to move their sites up the list The result is sort of a cat-and-mouse game, with search engines changing the rules to thwart the most calculated efforts of specialists in SEO, and people who specialize in SEO charging big bucks to figure out the secret formula that can put you on top
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Include your most important keywords in the title of your Web page and the name of the file The title doesn t appear in the body of a Web page; the title appears at the top of the browser window You can add or edit the title of a page in Dreamweaver by changing the text in the Title field at the very top of the workspace Similarly, including keywords in the filename of each page in your Web site can also boost rankings Include keywords in the headings on your Web page Most search engines place higher priority on keywords that appear in the headings on a page, but only if you use XHTML heading tags to style those headlines Heading tags, which include <h1> (the biggest) through <h6> (the smallest), identify text as headings in a way that search engines easily recognize Don t expect instant (or permanent) results Even if you do everything right in the search engine optimization game, you might still have to wait for the results of your efforts Some search engines can take weeks or months to reflect changes to Web pages on the Internet Search engines, such as Google, generally update the most popular sites very quickly while lagging weeks or months behind in updating less-visited sites A great place to learn more about how search engines work and how to achieve the best ranking is wwwsearchenginewatchcom
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Buying Traffic (Yes, You Really Can!)
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In addition to the natural results that search engines deliver when someone does a keyword search, buying keywords on search engines helps to ensure that your site is listed when someone searches for words that are relevant to
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Part IV: The Part of Tens
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your site, although the process is far more complex than most people realize Search engine ads generally appear at the top and right side of most searchresult pages Not all keywords sell for the same price Using a complex bidding process, most search engines charge significantly more for the most popular keywords Adding to the complexity, the results of those keywords for your site can vary dramatically based on a dizzying array of factors For example, the expensive keyword Hawaii may bring the most amount of traffic to your site, but the lower-priced keyword luau may result in more reservations to your hotel Because it s possible to measure not only the traffic from a keyword search but also the actions of the person who clicks that keyword, you can measure and compare the effectiveness of nearly every aspect of search engine advertising Again, this process can be highly complex Just consider the following: The real art of developing a list of keywords for search engine advertising requires more than just brainstorming a few words related to your business The best SEO companies come up with hundreds or thousands of keywords and phrases and then track the results to find the best return on each dollar spent for the keywords (for example, how many paying customers arrive via each keyword or phrase and how much do they buy) Thus, running a campaign with 10,000 words might not cost much more than running a campaign with 100 words and might prove much more effective over time The most sophisticated ad campaigns involve creating special Web pages to go with each keyword ad For example, you can create a special page (often called a landing page) on your Hawaiian hotel site for people who click on the search term scuba diving that is different from the page for those who click the search term health spa You can learn more about how to make the most of your keyword ads by carefully reading the instructions and tips on any site where you plan to advertise Google AdSense offers the largest online advertising program for keywords Just visit wwwgooglecom/adsense to find detailed instructions and a number of tips and tools to help you develop the best campaign and measure the results In addition to buying ads on Google, you can include Google Ads on your own Web site to earn advertising income This program is called Google AdWords, and you can learn more about it at http://adwordsgooglecom
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