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Ecommerce / Web Marketing Ezine
May 26 2002

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Taming the Beast Ezine - May 26 2002

Contents:

1. Site and Internet News
*Google's at it again - another update!
*New section on TTB
*Site search improvements

2. Article Summary - Sucessful Affiliate Marketing 

3. Full Article - Keywords = Keywords - SE optimization

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Site and Internet News
===============

Welcome to all the new subscribers of our ezine! I hope you find this publication to be useful and I look forward to your feedback so we can continue improving it.

Google's at it again - update
===================

The Googlebot has been a busy little spider over the last two months. As Google goes from strength to strength in its quest for world search engine domination, it is forging new partnerships with some big names such as Netscape and AOL.

The Google database is in the midst of updating again - by the time that most of you would have read this, it probably would have finished. I've been getting sneak previews of the new database results over the last few days - How? If you drop me a line, I'll let you in on how to do it.. ;0) Amongst SEOP's (Search Engine Optimization Professionals), Google updates are a white knuckle ride, as page rankings can make a difference as to whether an ecommerce web site thrives or dies - overnight - seriously....

We're happy to report that TTB scored extremely well again on this update and our traffic is set to increase considerably over the next months, along with a number of our clients that we've carried out consultancy services for. Taming the Beast.net has experience consistent, substantial monthly traffic increases since we launched our commercial site in late 2000. I'm not just writing this to brag, but as an intro to our new section. ...

I've put all our SEO tutorials into one section on the site for easy access. I hope you find them useful in increasing your web site traffic. To learn about our strategies not published on the site, well, you'll just have to hire us ;0). But seriously, the tutorials we have published are tried and tested over a long period of time - the strategies really work! Always remember, textual content is king!

Search Engine Optimization Tutorials section:

TTB Search function improved
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I've been spending so much time on working on promoting and optimizing other peoples sites that certain aspects of TTB have been sadly neglected. In a couple of articles I've stated how important it is to use different meta tags on each page from an SE point of view. TTB, up until a couple of weeks ago tended to have the same tags throughout the site. This also had the effect of making our search engine function a little lacking in accuracy as it worked mainly off the Description tag. I've crafted new tags for most pages, so now you'll find our internal search engine a great deal more accurate.

2. Article Summary - Successful Affiliate Marketing

Few affiliates are successful in making serious money from affiliate programs. Find out how you can make your web site generate income for you with this easy to follow guide and associated articles:

Read the full article on successful affiliates

2. Full Article - Keywords strategies with a twist

<Keewerds=Keywords>

No, it wasn't a typo.

In the battle for search engine rankings, the keywords meta-tag still plays an important role.

But keywords don't just exist in meta-tags. Every word on your page should be considered as a keyword. Strung together these words make keyphrases. The more keyphrases that are relevant to your subject in your body text and page titles, the more traffic you'll probably get from search engines. When crafting your body text, think about how people would search for your given subject and incorporate those statements.

To make things more challenging on the search engine arena, a number of major engines now allow you to "buy" keywords.

Paid keyword strategies
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Generally, it works like this...

You decide on the categories and the search terms that are relevant to the content of your website(s). You then determine how much you want to bid on a cost per click (or per view) basis for each of the categories and search terms you chose. The higher you bid the higher your web site will appear in the search results on the categories and search terms you selected. These "pay-per-click" and "pay-per-view" options usually come above the free listings, or in the case of Google, a couple at the top and others on the right hand side. 

There's several variations regarding pay-for-placement on search engines, but these advertising solutions are among the most common. Also common is the pay-per-page URL submission, but in this instance your battle for rankings is down to how well optimized your web pages are. You pay to submit your URL's and then duke it out with other sites for top ranking. Search engine optimization is becoming more crucial in succeeding in Internet business, if you haven't examined this part of your ebusiness yet, it's definitely time you did!

Throwing money at search engines for paid placement is all well and good for the multi-nationals with mega-budgets for advertising, but for the rest of us, we need to be more creative in finding strategies to increase web site traffic ...

A keyword strategy with a twist
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Back to the misspelled keywords strategy....

How about this approach? Literacy levels are dropping in our society. People's ability to spell is worsening. Their spelling does not improve when they use a search engine. You can probably pick up extra visitors on your site by including misspelt words in your Keywords statement. You can also apply this to your body text, although it's not advisable as it can decrease the credibility of your content. It may be better to place these misspelt keywords and phrases in your image "alt" tags.

As an example, below is a list of "alternative" spellings I have observed for the word "training". These were located using a tool for querying search engines for keyword popularity.

trainning
traning
tranning
trayning

We've actually trialled this strategy on one of our sites with surprisingly positive results!

If you decide to utilise "pay" search engine options, by bidding on common mispelling variations on popular terms, you'll save yourself a lot of money in advertising fees and have less competition. You may not get as many clickthroughs, but the conversion rate between view and clickthrough will be a lot higher, therefore making your COA (cost of acquisition) per client or visitor a great deal less.

Spamming keywords will get you banned!
==============================


A word of warning - never use this body content strategy or your keywords meta-tag statement to misrepresent content on your site. The adult industry abused the strategy for years and search engine spiders are pretty good at detecting abuse of keywords statements. It was thanks the adult industry that the keywords meta-tag lost a great deal of importance in search engine page rank calculation algorythms. Also, be careful not to repeat key phrases and words too many times within a document, otherwise your page rankings may be penalized for "spamming".

In case you haven't noticed, I've used the keyword spelling strategy (legitimately) in this article ;0)

Further learning resources:

View our Search Engine Optimization tutorials index

Learn more about pay-per-click and pay-per-view

Buying web site traffic

General webmaster and Internet marketing tutorials


Michael Bloch 
michael@tamingthebeast.net  
http://www.tamingthebeast.net 
Tutorials, web content and tools, software and community.
Web Marketing, eCommerce & Development solutions. 
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Copyright information.... This article is free for reproduction but must be reproduced in its entirety & this copyright statement must be included. Thanks. Visit http://www.tamingthebeast.net to view other great articles, tutorials and tools for site owners and Internet marketers! Subscribe to our popular free ecommerce/web design ezine!


That's all for this Taming the Beast update! We are very open to feedback, so please don't hesitate in contacting us.

Regards from Australia,

Michael Bloch
Taming the Beast.net
http://www.tamingthebeast.net
Tutorials, web content and tools, software and community.
Web Marketing, eCommerce & Development solutions. 


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