• Keyword Popularity

• Good Content

• Link Popularity

1. Keywords - We appreciate your input. Let us know what keywords you would like to target, than we can perform a detailed analysis of these terms. We do this to make sure that we are optimizing for keywords that people are actually searching for.

2. Good Content - The more content that we have to work with the better we can optimize your website. We ask that you especially take note of this when adding keywords. The search engines observe the amount of content or text that a website has and apply that figure corresponding to each phrase that the content supports. If your competition has 4 pages with a total of 1500 words supporting a particular phrase then you need 5 pages with even more quality text supporting that same phrase. Please keep us in mind whenever content becomes available and send us a copy. This could include such things as; newsletters, new client testimonials, articles you have written, an introduction for new staff, a copy of other advertising such as newspaper or yellow page ads, a description of a new tool or procedure, or anything else that you can think of.

3. Linking - Currently linking is as important to the search engines as content. There is a little more to understand than can be placed on a line or two, so the rest of this page focuses on what linking is and how you can help in this area.

• All the top search engines take into account the number of links pointing towards a site as a measure of its popularity when calculating relevance. This is a major factor in determining the ranking of a website.

• Residual traffic can shield a web site from the sudden changes that occur with the search engines. After all, if 20,000 web sites linked to your domain, you would have less dependency on search engine traffic.

• The more links there are, the easier you are to find and the more traffic you will get.

• Search engines, especially Google, use link popularity in their algorithms to determine a web site's ranking. Web sites are given a link popularity score based on the quality and number of external links pointing to them. Karen Thackston (searchengineguide.com)

• One way to determine popularity is by looking at how many other sites link to a site. Google has its own name for their version of link popularity, called PageRank. Basically, a link is assumed to be a vote in favor of a site. The more votes for your site, the higher probability it will be to rank highly when a relevant keyword search is made at the search engine. Jill Whalen (searchengineguide.com)

• Search engines, especially Google, claim that link popularity is one of the key factors that they consider in their search algorithm while indexing a website. What would be the rank of a website in a search result depends on its link popularity in a very big way. Noshade Kabir (promotiondata.com)

• Link popularity has become increasingly important among the search engines. Because link popularity goes hand in hand with search engine optimization, it is important for any company with a web presence to build a link development strategy. Jean Lam (promotiondata.com)

1. Find a site or site owner that you would like pointing to your site - sites related in subject to your site are best, but any link helps.

2. Make the deal - It is best to NOT trade links. Instead, buy them dinner or pay them for the link.

3. If they insist on a link trade, contact me and I will create a link to them on your site. This is called Reciprocal Linking (You point to them & They point back to you. The links neutralize each other for Page Rank, but they will still provide potential traffic.

1. Don't require too much action from the other webmaster.

   Some people write link exchange messages that read like this: If you want to exchange links with us, click this, go here, and fill out this to make a request.

   Remember that you ask the other webmaster and not the other way around. Link to the other web site first and tell the other webmaster where he can find the link.

2. Don't teach the other webmaster about search engine optimization.

   Don't tell the other webmaster how great the effect of a link exchange will be for the search engine ranking of both web sites. The other webmaster probably knows this anyway. Some people don't like to be taught in an email message they didn't request.

3. Keep your email message short.

   Don't bore the other webmaster with long email messages. Come straight to the point, tell the other webmaster where he can find his link and where he can find easy to use copy/paste code for the link to your site.

4. Don't ask for a link if the other web site is totally unrelated to your site.

   Many webmasters don't like it when they receive a request from a totally unrelated web site. Most people will only link to another web site if the other web site has something to offer for their visitors. Only write to related web sites.

5. Link to the other web site first.

   Make sure that you link to the other web site before asking for a link back. Why should the other webmaster link to you if you haven't bothered to link to him first?

   Tell the other webmaster where he can find his link and make sure that the URL is correct.

6. Make sure that your web site has a professional design.

   It's very important that both your web site and your link pages have a professional design. Your company shouldn't look like a dubious shop. Professional site design is very important for the success of your linking campaign.

7. Be polite and humble

   Don't praise your own web site. It's enough to mention your web site URL and to explain what both your site and the link partner's web site have in common.

   Don't use superlatives or more than one exclamation mark in your email message. Do not use sales talk in your link exchange message, for example listing 5-10 benefits to the potential link partner.

8. Don't use free email addresses.

   Do not use a free email account, for example This e-mail address is being protected from spam bots, you need JavaScript enabled to view it It makes your link exchange mail seem like a spam mail.

In short, really do visit the potential link partner's web site and write a short and personal letter.

To find out more information and articles about the importance of linking, go to searchengineguide.com/linkpop.html.

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