McKenzie-Thorpe

Before you set out to march your way to the top of search rankings you’ll need to take a good survey of the terrain ahead. You need to do a good amount of keyword research. Surprisingly, many webmasters seem to have stepped past this important starting point, and doing so has most definitely set obstacles, some impassable, in their path. Keyword research is the only way to approach SEO with informed expectations. How competitive are the keywords you are optimizing for? What keywords are you including in your link building efforts? What will it take to succeed? Answering these questions ahead of time makes all the difference.

Here are seven key tips for successful keyword research.

1. Use a proper tool.

Sure, there’s a lot of free stuff available out there, but when it comes to keyword research free tools are few and far from powerful. If you’re considering investing either money or time into SEO for your web site look at a solid keyword research tool as a necessity.

Some of the better keyword research tools:

a. SEOmoz’s Keyword Difficulty Tool - this tool from one of the great SEO innovators gives you a good general idea of how competitive your keyword/phrase is.

b. Trellian’s Keyword Discovery Tool - user-friendly, simple, and feature-rich. One of the best keyword research tools available.

c. WordTracker Keywords - second to none, WordTracker has been a leader in keyword research for years. A great value.

2. Identify *viable* targets.

We’d all love to rank well for the most general and all-encompassing search phrase related to our topic, but only a handful ever will. Targeting some ultra-competitive keywords is as good as shooting yourself in the foot unless you’ve got massive amounts of time and resources to throw at the problem.

Finding long-tail (three words and more) and targeted search phrases that are actually getting traffic can mean the difference between SEO success and failure. Be reasonable in your expectations, and fight the big guys by researching long-tail search phrases that have slipped beneath the radar. You might also find that long-tail search phrases bring better conversion rates for your topic.

3. Keep it relevant.

You may find keywords and phrases that offer inroads to high search rankings, but it’s important to remember that the ultimate end is traffic and how you utilize it. In other words, you need to be sure your keywords relate to your web site. If you get a page to rank well enough to bring in some search traffic, but when users actually view that page they either can’t make sense of the content or find the page unrelated to your topic (or worse - spammy) that search traffic will do you no good. Not only will off-topic or spammy content affect your brand and drive users from your site, but there’s a chance Google could catch on to your irrelevant content or spammy techniques and penalize your domain for it.

4. Don’t be too wordy.

No, really. A common mistake is to choose your keywords based on your own perspective rather than that of your target users. Sure, you know your topic inside and out. You know the buzz words, the technical details and a whole lot more, but do your users? What if the user isn’t sure what they’re looking for? Maybe they know the function but not the name. Keep this in mind when researching keywords, and make sure you consider your choices from the perspective of someone very new to your topic.

5. Consider local search.

One area small to mid-sized web sites can really find a competitive edge is in locally-specific search phrases. These are inherently less competitive and therefore are easier to rank well for. However, go back to #3 and think it through - if your web site is locally specific or if users will want to know your location this is a good strategy, but optimizing pages for local keywords that will look out of place to users can be a mistake.

6. Monitor your web analytics.

One of the great benefits of web analytics is that it allows you to monitor keyword referrals. In other words, you can find out what visitors are searching for when they land at your site. For brand new sites there won’t be too much data, but if your site has been around at all and is getting some organic search traffic you will find that your analytics reports are a great source of keyword information. Referring search phrases can be surprising - sometimes including misspellings and other abnormalities. Keep an eye on your analytics, and you might find a keyword worth optimizing for.

7. Constantly reevaluate your position.

While keyword research is definitely the first step in developing your site content from an SEO standpoint it should also be a recurring one. Internet trends shift quickly. While a lot of your core keywords will remain unchanged for the foreseeable future some buzz words will get attention while others fall from the spotlight. Stay on top of your keyword research and you can make the most of new opportunities while recognizing the less-than-ideal keywords that are either too competitive or don’t bring in enough traffic.

Mike Tekula is the founder and Lead Strategist at Tek Web Solutions in New York and specializes in W3C Standards compliance, search engine optimization and generating increased web site traffic.

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Click Fraud Index?

Derived using average threat level across all industries and keywords monitored by the Click Fraud Network?. Threat Level is identified as having a high attribute rating score as measured by the Click Forensics rating engine using data provided by members of the Click Fraud Network?

The Click Fraud Index? monitors and reports on data gathered from the Click Fraud Network?, which more than 4,000 online advertisers and their agencies have joined. The Network provides statistically significant pay-per-click data collected from online advertising campaigns for both large and small companies.

Key findings from data reported for Q2 2007 include:

• The overall industry average click fraud rate was 15.8 percent for Q2 2007. This is an increase from 14.1 percent for the same quarter in 2006 and 14.8 percent for Q1 2007.
• The average click fraud rate of PPC advertisements appearing on search engine content networks, including Google AdSense and the Yahoo Publisher Network, was 25.6 percent. That?s up from 21.9 percent for Q1 2007 and 19.2 percent for Q4 of 2006.
• Traffic from botnets doubled from Q1 to Q2 2007 and contributed significantly to the increase in click fraud rates.
• In Q2 2007, the greatest percentage of click fraud originating from countries outside North America came from France (5.1 percent), China (3.2 percent) and Australia (3 percent).

?We?re not surprised to see the industry average click fraud rate climb this quarter as a result of botnet activity,? said Robert Hansen, CEO of SecTheory and one of the industry?s leading experts in online security threats. ?Our clients are well aware that botnet activity is on the rise and that botnets are being used for a variety of online fraud activities, including click fraud.?

The FBI recently reported that botnets ? which are used to facilitate crimes, such as spam, identity theft, denial of service attacks, phishing, spyware distribution and now click fraud ? have infiltrated more than 1 million U.S. computers. Their sophistication and growing numbers are making it harder for search engines to identify click fraud originating from these sources ? especially when they lack the crucial data needed from the advertiser web sites.

?Click fraud has become the new spam and it?s clearly a problem that is getting worse, not better,? said Tom Cuthbert, president and CEO of Click Forensics, Inc. ?A significant percentage of today?s click fraud traffic can be attributed to two growing areas of concern for search advertisers ? traffic that comes from botnets and from parked domains or made-for-ad sites. Advertisers running campaigns on content networks are especially vulnerable as they are increasingly targets of this growing pool of savvy fraudsters.?

The Click Fraud Index publishes data collected from the Click Fraud Network, the industry?s first independent third-party click fraud detection service dedicated to helping companies more accurately monitor their online advertising campaigns for pay-per-click fraud. Click fraud data is tracked and published on a quarterly basis for specific search providers, industries and trends. The service is unique in that it monitors online campaigns for click fraud by correlating data collected from search provider campaigns and the advertisers? own web sites ? providing the industry?s most accurate view of click fraud to date.

Tags: Information, Internet Security by stevecas
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Colour can have a profound impact on your prospective buyers. The wrong colours can negatively impact your sales, while the right colours can trigger positive emotions motivating your visitors to buy from you.

Colour can affect how we feel and influence what we think. In general, bright bold colours tend to stir us up, while the softer pastel colours calm and relax us. Responses to colours can vary by age, gender and cultural background.

Colours will affect how a potential buyer reacts to your web site. Carefully select your colour scheme for your web site, web header, and ebook cover. Here are some guidelines to help you make good colour choices. Bear in mind that these are guidelines, and that there are no hard and fast rules. Just use common sense.

Consider your audience. For example, if your web site primarily targets men, then you will want to use strong, bold colours. If your target audience is women, then choose soft, pastel colours. If your focus is on children, choose bright, vibrant colours.

Choose colours that are appropriate for your web site’s topic. For example, green may work well for web sites about starting a home business, making money, and reducing debt.

Keep the number of colours down to two or three, and no more. This does not include photographs which can have a whole range of colours.

Make sure that all of the colours you use work well together and do not clash.

Communicate your message with easy-to-read text. Use colours for your text that contrast with the background colour so your text is readable. For example, a dark font on a light background is easy to read.

Consider the mood you want to create. Remember that emotions trigger sales. People buy what they want - not what they need. The list below will show you how colours can affect us in different ways.

Red - Action, energy, strength, passion, fire, heat, power, attention-getting. Can also mean love and romance. A strong masculine colour. Red is a good colour for a call-to-action. Red is cheerfulness, excitement, and warmth. Pink is a soft version of red. It is most associated with romance, calming affect; a feminine colour.

Blue - Confidence, travel, freedom, truth, professionalism, wealth and power. Also tranquillity, dependable, acceptance, patience, understanding, cooperation, comfort, loyalty and security. It is one of the most calming colours and is associated with the sky and the sea, intelligence, reassurance, and trust. Blue has also been known to be an appetite suppressant, so it would not be good for cookbooks or recipes but you can consider it for diet books.

Green - Money, wealth, prosperity, calm, health, food, nature, hope, growth, freshness, soothing, sharing, and responsiveness. Green symbolizes spring, renewal, and fertility.

Orange - Health and vitality, autumn, youthfulness, fire, steadfastness, courage, confidence, friendliness, cheerfulness, warmth, excitement and energy. Has been known to stimulate the appetite. Vibrant and warm, orange is associated with autumn and the earth.

Yellow - Light, purity, understanding, caution, brightness, intelligence, joy, organization, Spring. Yellow often represents sunshine, warmth, light, energy and happiness.

Purple - Dignity, sophistication, creativity, spirituality and mystery. Deep purple is associated with royalty and richness, while lavender is associated with romance and nostalgia.

Brown - Credibility, stability, the hearth, home, the earth, wood, comfort and strength. Brown can be used as a neutral or a warm colour.

Black - Space, night, authority, dramatic, classy, committed, serious, power, elegance, and sophistication.

White - Purity, peace, perfection, fresh, easy, cleanliness, goodness, and spirituality. Worth noting here, white represents life and marriage in Western cultures, but it represents death and sorrow in Eastern cultures.

Grey - A conservative colour, symbolizing security, maturity and reliability.

Take advantage of the impact colour can have on your online sales and choose colours that will create positive responses.

Tags: Information, Web Design by stevecas
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Web design focuses on appearance and aesthetics. SEO focuses on text quality and quantity. Web designers don’t really like to clutter their designs with text. They prefer to see the images stand out on their own. SEOs on the other hand don’t like images that much. Sure, an image can be optimized for the search engines by adding relevant alt attributes and titles, but this is not enough for a site to be properly optimized. Page copy still plays the most important role in website optimization for SEO.

As a business owner you are caught in the middle of this conflict. For your website to convert you need both design and optimization. There is no middle way. You cannot have a little bit of this and a little bit of that and still be competitive. You cannot have just one of the two either. Without optimization your site is invisible to the search engines, hence to your potential customers. On the other hand, without a good design your site, although not invisible, will get nothing but hits. Web users are picky and if they find nothing of interest on your site they will just surf to the next site.

Having a beautiful website no one can find is like having a store and keeping the doors locked. You know it is there, you’ve done a great job decorating it, the products are waiting for the customers, yet no one comes in.

When you pay for web design don’t automatically assume that by paying thousands of pounds on a layout you’ll be a hit on the Web. The Web is a highly competitive place. There are already thousands entrepreneurs who, just like you, invest in design and hope to become the new “it.” Without online marketing (SEO being an important part of the discipline) all these entrepreneurs will remain in the shadow, with their beautiful websites closed to the world.

SEO is the key to that virtual door you need to open for your customers. It is important that you consider this tool when you first conceive your site. Web design and SEO don’t need to be enemies. There are enough professional agencies that employ both web designers and SEOs who work together to develop a good business website, a site that is SEO ready, accessible and readable with any browser. You just need to take your time, research and send a few inquiries. Then choose the company that answers your questions in a timely manner, basically choose the company that proves a clear ability of designing with W3C standards and a clear understanding of the online trends and realities.

Then balancing content with visual appearance shouldn’t be such a difficult task. Aside graphics and artwork you have to choose proper font types, in a readable size, with colors that harmonize with the layout of the site and so on. If your site is not SEO ready from the first stage of the project you’ll face additional costs after you launch. SEO ready means a site that is properly coded (errors in the HTML code might stop some search bots from crawling and indexing your site correctly), with good navigability and good internal linking structure.

On the other hand, SEO and appearance are not the only traits of a good site. Brand conscious companies should look at the broader picture: instead of debating what is better online entrepreneurs should ask themselves what works best to convert visitors into clients.

Studies show that an over optimized page might hurt the user-experience of people with disabilities. For example, many SEOs stuff the image alt attributes and their alternative titles with keywords. Blind and other visually impaired people who use screen readers to access the Web and read the pages cannot see the images and, instead of listening to a relevant image description, they’ll hear… nonsense.

Usability and accessibility are equally important as design and optimization. Strangely enough images are better for usability. They give focus to the design and when properly optimized they provide for less cluttered website content. The problems appear when the images slow down the loading times, but with the use of CSS loading times should not be a big concern.

As search engines prefer fast loading sites it is easy top understand why good coding and optimization are so important. Poor coding raises many other problems aside loading times and might increase costs when you need website updates, especially when your website administrator is not the one who created your site.

Mihaela Lica used to be a military journalist, worked six years as a freelance reporter for the Romanian National Radio Station (ROR) and four years in the Public Relations Direcorate of the Romanian Ministry of Defense. Since 2002 she is a PR consultant in Germany. For more SEO articles visit ewritings.

Tags: Information, Web Design by stevecas
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The html title tag of a web page’s html header is the single most important “on page” element when it comes to search engine optimization. That being said, is the best use of this valuable real estate served by including your business name in the title? Chances are the answer is a resounding “no!”

The title tag is an html tag which occurs in the header of a web page’s code. The first thing I look at when I get a call from a prospective client is their title tag. More often than not, this tag is being used improperly, to the extreme detriment of the client.

Recently SEOMOZ.org released its rankings of the ten most important factors in search engine rankings. The title tag came in at number 1, and this is no surprise to any SEO that has been around for awhile. Google especially pays a lot of attention to title tag content, and uses title tag information heavily to ascertain the relevant keyphrases for which to rank a site. The opinion of search engine experts is unanimous on this one - keyphrase use in the title tag is the number one “on page” factor affecting search engine rankings. This is not disputed, theorized or subject to professional debate. It is a fact.

Given this fact, we must look at how to best use the title tag to optimize our site for search engines. Many sites place the business name in the title tag (or even worse yet leave it blank or with default content such as “untitled document” or “home page”). Any of these variations can be disastrous!

Let’s use an example of a company that manufactures widgets. The primary keyphrase for that company would be “widgets”, this being the phrase for which the company would like to rank highly for in the search engines. Now let’s assume the company name is “ACME Manufacturing Company, Ltd.”. Notice that the word “widgets”, which is the desired keyphrase, is not extant in the company name.

So the company goes out and builds a wonderful web site to promote their widgets. However, throughout the site the title tag contains the following content: “ACME Manufacturing Company, Ltd.” What is the effect of this?

First off, the effect of this is that the site will likely rank highly for the search query “ACME Manufacturing Company, Ltd.”. The problem is that nobody is searching for the company name, they are searching for widgets. So all of ACME’s competition shows up in the search engines for a widget query, but poor ACME is nowhere to be found. How do we help ACME rank highly for the search query “widgets”? We must optimize the title tag for the search engines by replacing the current title tag content with the desired search query: “widgets”.

Generally speaking, the company name should never appear in the title tag unless you actually expect to derive most of your traffic from searches involving your company name. As this is a rare situation, avoid the temptation to put your company name in the title tag - save it for elsewhere on your page. Put your desired search keyphrases in the title tag, and leave it at that.

Following this methodology throughout your site by optimizing title tag content for each page according to the desired search query for that page will be a major step in the right direction for high search engine rankings.

Matt Foster is the President of ArteWorks SEO, a top 5 search engine optimization company in the world. For more information on search engine optimization, please visit http://www.arteworks.biz.

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Keywords are all the buzz these days, but the migration of keywords from what they were a year or two years ago to where they are now is a different thing altogether. Authors, entrepreneurs and business owners know they need keywords in their web site, in their press releases and in their articles but they don’t often know how to find these keywords or what the best keywords are to use.

When your web designer says to you: “Pick your keywords for your web site” the first thing you think of are the root or “gut feel” keywords. These are almost always wrong. Why? Let’s dig into this further and find out.

Let’s say you’re looking for a doctor. Are you going to go online and search for the keyword: “Doctor” Doubtful. You’ll probably go online and search for doctor + internal medicine + San Diego, meaning that you want to find a doctor in your specific area and for your focused needs. If, as the doctor, you used the keyword “doctor” you’d end up with a mishmash of traffic to your site and, if you were using these keywords for articles or press releases, neither of those would bring up much in the search engines.

Why keywords?

The long tail has really forced us to dig further into our markets than ever before. In fact research has shown that regardless of the type of search someone is conducting, a consumer who uses focused, finite language is much more likely to buy than a search based on “gut feel” words. Let me give you an example.

Let’s say you’re looking for a red car, you want a new car and it has to be red. On a fluke you think: “Hey, Lexus makes a nice ride, let me see what comes up when I do a quick search.” So you plug in the keywords: red + Lexus, what do you find? A hodgepodge of sites related to everything from the Lexus that someone is trying to sell on eBay to the guy so in love with his car he’s created a MySpace page about it.

Chances are it doesn’t really matter because you weren’t that interested in the red car to begin with. But if you search on more finite terms, let’s say red + Lexus + 4WD + sunroof, now we’re talking a consumer who is 95% closer to a buy than the guy Googling “red + Lexus”. In order for you to find your audience in the maze of traffic and the enormity of messages online, you’ll need to get very, very focused.

Getting clear, getting focused

So how can you get focused? Well first, why not try surveying your customers or readers? Ask them to fill in a quick little survey and see what search terms come to mind when they think of your book, message, or product (to get more “buy in” to this survey, offer them a freebie if they do it).

Other ways to gain access to keywords are keyword search tools like Wordtracker and Overture. Both of these sites have a learning curve and Wordtracker does have a monthly fee (but if you have all your data together they offer a free one day trial that might get you started). But buyer beware! According to AME’s keyword expert, Susan Gilbert: “If you go to http://inventory.overture.com and type in your keyword, you will get the results from search in Yahoo for that term only for the prior month.

“However, these numbers are not accurate.(Every time someone types a keyword into yahoo for SEO purposes, it counts as a search). Search numbers are only part of the equation, however. You have to evaluate the “results” aspect (how many pages of information are available in that search engine for that term). It’s finding the perfect relationship between a keyword that has enough searches with low(er) competition that will tell you the best keyword terms for your purpose.”

As you’re navigating through a site like Overture, they key is to look for supply vs. demand. Ideally you want a keyword that’s being searched on that doesn’t have a ton of supply. Let’s take the diet industry as an example, if you’re trying to promote your message of diet and healthy living, using the word “diet” in your article, press release or web site keywords probably won’t get you much ranking. Why? Well everyone in this market is using this same word, but if you dig even further into this market you’ll find that the search term: “Lose weight fast” is getting a lot of searches but very few returns. When that’s the case those are the keywords you want to zero in on.

So how do you know if your keywords are working? Test them. You’ll see very quickly if they’re working or if they’re too general to matter. Sometimes the only way you can find out is if you test, test, test. Web 2.0 strategies are always growing, building and changing. And speaking of changing, you might wonder how long keywords will last. Well, that depends. According to Gilbert: “Keywords could work for months or years. There’s no telling because the WWW is constantly filled with new sites and new information. Use the keywords immediately, and for as long as you are getting results.”

Once you finalize your keywords you’ll want to use them, but not overuse them. I’d recommend using your keywords in the article or press release title, then once in the first paragraph and once in the last paragraph. This will tie in your words nicely without overusing them.

The key with keywords is to understand that the more focused you can get, the better your results will be. Yes, it’s a lot of work but the benefits can be enormous and like anything on the ‘Net, it’s growing and changing and if you can adapt and learn, you can grow your campaigns and your success!

Penny C. Sansevieri, CEO and founder of Author Marketing Experts, Inc., is a book marketing and media relations expert whose company has developed some of the most cutting-edge book marketing campaigns. Visit AME.

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Imagine one day you flip on your PC, log on to the Internet and go to Google.com. The browser alerts you and says that there’s no website found at that address. No problem you think, as you head on over to Yahoo.com. Same thing. No website found at that URL. Now something seems fishy, go to MSN.com because you know Microsoft will never run out of money, and their search engine will be up. Nope, instead you get another alert box telling you that there is no website found at that URL.

Imagine no search engines!

Imagine an Internet world where no search engines exist, and anyone trying to make a living online selling a product or service has to be found. Where would you start? Where would you list your site(s)? How would you get your site found by your potential customers?

This is the mentality you should always take when promoting your website. Sure, it’d be great to have top rankings in the search engines, and get all of that free targeted traffic coming to your site. But just as easily as you achieve that ranking, you could lose it overnight - with a simple filter change in the algorithm.

You can’t be totally dependent on search engines

I’m sure you’ve heard of the ‘Florida’ update that caused many site owners panic attacks as their previously highly ranked sites fell off the face of the Internet. They lost sales, traffic and dreams of Internet riches.

As I heard someone famous once say: ?Don’t place all your eggs in one basket? - yet too many website owners do. They’re obsessed with a top ranking in Google instead of building a brand name people will recognise and trust. Top rankings in the search engines should be part of your Internet marketing strategy, but dedicate only a portion of your efforts to that. You should equally spend your time pursuing partnerships with other non-competitive sectors of the Internet.

Web rings, for example, are a group of related sites that link to each other. Internet marketing is the same concept, but on a much grander showcase. You can advertise your site in the costly pay-per-click arena, and if you have the budget to do so, that’s the quickest way to get found. But keeping in mind that search engines don’t exist, what would you do to get the word out?

Marketing your website outside of search engines

Other Internet marketing options include:

Press releases

While they should be reserved for newsworthy purposes (new product/service, acquisition, attending trade shows etc.), they’re a great way to get people to visit your site when they’re looking for information related to your product or service. They’re also a great way to build your brand name and to become known as an authority of information in your field.

Directory listings

Quite simply, this is the easiest way to get your site indexed by search engines. There are many free directories that you can get your site listed in, and there are many fee-based directories that are worth the price of adding your site. The added value is that since your site is listed categorically, it helps to re-enforce what your site offers, since it will be found with similar sites.

Articles

Expose your expertise! While article writing is not easy, it’s an extremely valuable asset to your site. By writing, you’re creating unique content found nowhere else and we all know how much search engines love that! It also gives you another way of explaining a product or service without coming off as a sales pitch. Another added benefit of writing articles is that it’s a great way to naturally grow the size of your site in an organic way, and will in turn, make your site become a hub of relevant information in regards to your industry.

Newsletters

This should be your site’s bread and butter. The people that have signed up for your newsletter already feel that your site was worth their time to give you their e-mail address, so these people already place some trust and value in what you’re saying. The newsletter is where you can promote new products and services to interested users without risking being intrusive. This is the best place to make a sales pitch to your perspective readers!

Blogs & RSS Feeds

While to some people this is already old-hat, there are many users out there who have no idea about how to customise the content they want to read. There are many areas to get your blog listed, and it gives an inside point-of-view into the inner workings of your company or personality, thus giving yet another way for users to identify with you or your site.

Conclusion

It’s safe to say that the search engines will always be around, but to focus entirely on them and ignore the other resources could be a costly business mistake. Just remember to keep your eye on the prize of online success, and customers coming from various outlets, not just the search engines.

Paul Bliss is CeM certified, having successfully helped over 80 clients reach and maintain their SEO goals. Paul has been involved in search engine marketing¹ since 2001. Article originally published at Conversion Chronicles².

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Quote of the Day:
Sharing money is what gives it its value.
–Elvis Presley, singer

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Windows Live Writer Beta is a desktop application that makes it easy to publish rich content to your blog.

Before installing Windows Live Writer Beta, please review the release notes.

Compatible with your blog service

Writer can publish to Windows Live Spaces, SharePoint, WordPress, Blogger, LiveJournal, TypePad, Moveable Type, Community Server, and many other weblog services.

WYSIWYG editing

Writer knows your blog’s visual theme. So you can see exactly what your posts will look like as you write them, before you publish. No more wasting time previewing your posts online.

Rich media publishing

Writer makes publishing rich media as easy as sending e-mail. Insert and customize photos, maps, tags, and lots of other cool content?then click the ?Publish? button. It?s that easy.

Powerful editing features

Creating compelling blog posts is much easier with the ability to insert and edit tables, check spelling as you type, and format and hyperlink content at your fingertips.

Offline editing

Now you can blog anytime, from anywhere. Writer synchronizes drafts on your blog with changes you make when you’re offline, so you don’t have to worry about reconciling different versions.

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More than 9,500 malware-infected web pages were discovered every day in May. The bogus websites, often visited by people clicking on links in spam emails, could infect a PC with a virus or convince visitors to enter sensitive informaiton which may then be used for criminal purposes.

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