Improve Your Web Site’s

Your online business will likely require more advertising than a contemporary business downtown, yet some new to the world of online business do not spend the time and money to advertise their business appropriately and are, in turn, loosing money. Your online business is crammed into the world wide web along with thousands of others selling the same product or service as yourself. Consider this scenario: In your hometown you want to open an art supply store. In that same town there are thousands of art supply stores. In order for your business to be successful, it will have to stand out in some way from the others. This is exactly what is happening when a business is opened online. There is so much competition, that you must take drastic measures to ensure that you are getting noticed. Advertising can be done in so many ways online. These are some of the most successful ways that you can promote your online business.

Advertising in e-zines is a popular way to promote your online business. Ezines are the magazines of the internet; they written on a particular subject and read by those interested in that subject. Therefore, ezine readers are already potential customers and advertising your site in ezines that are related to your business is almost guaranteed to help drive traffic to your site and increase sales for your product. You should be sure when advertising in ezines that you are not advertising along side competitors. Ask the ezine producer if there is a policy concerning posting competing ads. It is also a good idea to subscribe to the ezine before making a decision about whether or not to advertise in it. An ezine that runs fewer ads is a better choice than one that runs many ads. You can look at the online Directory of Ezines to find publications that are relevant to your company.

Pay-per-click programs are an excellent way to advertise your business without taking a risk that you have advertised in the wrong place. With pay-per-click, you can advertise you site and only pay for those who click the link and go to your site. Another popular pay-per program is the pay-per-lead program that allows you to only pay for leads. Usually this means that you pay for only those who download a trail, fill out a form or enter a sweepstakes; whatever you choose. Lastly you can display pay-per-click banner ads in which your company would be allowed to place a banner on their site and you will be charged for every click that your banner receives.

Opt-In email is a great way to advertise your business, however it is expensive and it can be misused very easily. Using opt-in emails, you would submit your sales copy to the company that will in turn email it to those on their mailing list. You should be very careful since some of the companies that advertise their mailing lists as opt-in email service is sometimes really SPAM. It is essential that you have a perfect and effective sales letter when using opt-in mailing lists. Without and effective sales copy your money and time have been wasted.

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When talking about search engine rankings many people ask themselves questions like; how many keywords should I put in my anchor text? What is the keyword density that I should have on the page? Should I use short copy or should I use long copy? Can I use flash or not? How many keywords should I put in my “alt” text? Etc…

A general statement to answer the above questions is that “magic numbers do not exist.” The most important thing you can understand as a search engine optimization expert is that algorithms change. Just when you think you understand what is going to make you number one for a keyphrase in a search engine, something could easily change, and you might have to spend months or even years trying to figure the new algorithm.

It is better not to try to reverse engineer the algorithm, do something much easier instead… observe your top competitors. All you need to do is to understand what elements your competitors are using to make them rank in the top positions.

The main elements to getting top search engines rankings are:

- Number, quality, and relevance of inbound links pointing to your site - Fresh, relevant, quality content (needs to be added frequently) - Keyword density of your home page or any page you want to rank highly

LINKS, LINKS, LINKS

The first thing to observe from your competitor’s sites is their inbound links. This means the number of sites that have a link pointing to their website. You can easily measure it by going to Google and typing: “link://www.yourcompetitorssite.com”. However do not only do this on Google because they don’t show all actual links pointing to a site. Yahoo and MSN tend to show a lot more of the back links to any given website.

Part of the observation should be not only what the links say, but where the links come from. Think about what the category is that those links come from. If you start to see a recurring pattern, you should start actively searching for links coming from that category.

Some marketers use special software for robotic content creation. They generate thousands of pages with links pointing to their sites. This practice can be very dangerous, as Google will penalize unnatural linking or violations of their terms of service. And what happens is that those links do not look natural. One day one site may have 50 links and the following day have 2000 links, which all say the same thing and come from the same IP address.

If you understand how to observe, this will never happen to you. You will learn how to look at your competitors, and observe how they are getting linked to. Then, just do what they do.

FRESH QUALITY CONTENT

The second thing to observe is how much fresh content the top sites have. Search engines love quality relevant content that is added and updated frequently. You will probably notice that the top sites in your niche have many articles and other quality content, and are continuously adding new content to their sites.

People that surf the web are usually searching for information, so content is the “fuel” of internet traffic. If you want to attract many potential customers to your site, then you need to make sure that you provide enough content which is relevant to their interests. Updating it frequently with more quality content will keep visitors coming back to your website over and over again.

KEYWORD DENSITY

The third thing you need to observe is the keyword density of your competitors. How many times should you repeat your main keywords? In which part of the web page should your main keywords be mentioned? Again, there is no magic number, it’s all about observing and measuring against the top websites in your market. But what should you measure?

- Meta tags - Alt tags - Titles - Names of the images on the page - Heading tags: h1, h2, h3… - Frequency and position of the keywords in the body text

Each one of these items should be measured independently. There are tools to run keyword density against your competitors. If you run them against the top 3 or 5 sites, you may start to understand the secrets of top rankings.

Again, your keyword density needs to look natural; otherwise you may fail in overall optimization. This is when you use keywords too often or too little. If you look unnatural, your rankings will suffer as a result.

So, what did we learn here? Basically that the key to ranking highly in the search engines is to understand what the top 5 websites in your niche are doing and to apply this to your own website optimization.

What do you do now? Get out there and start getting inbound links for your site. Add quality content to your site daily. And be sure that your on-site optimization, such as keyword density, is similar to that of your top competitors. Continue to do this every day and you will be ranking a the top of the search engines before you know it.

About the Author: Trent Brownrigg is a successful internet marketer. Learn more about all aspects of online business by reading his free business tips at http://www.work-at-home-jobs-iowa.com/home-business-blog.html