Investments

By Kalena Jordan 8 November 2002

Bank Of America Investment If you're reading this and your web site doesn't contain any body text on the home page, give yourself a good smack and go to your room without supper. When you're ready to behave and design your site with the search engines in mind, come back out and read this article.

up copies of the User Web site and User Content. mail. JumpLaunch cannot guarantee that the contents of a Web site will never be deleted or corrupted, or that a backup of a Web site will always be available. Users should always copy all content of a Web site to a local computer and JumpLaunch strongly suggest that Users make an additional copy (on tape, CD, multiple floppies, another desktop, or elsewhere) to ensure the availability of the files.

Investment Opportunity The simple truth is this: search engines read text and not much else. You absolutely, positively need to use text on the pages of your site that you want indexed and ranked highly. Not graphical text that you created in your fancy design software, but actual, visible body text. Not sure if your site uses graphical or body text? A good rule of thumb that I learnt from search engine guru Danny Sullivan is to try and highlight the text with your mouse. If you can drag your mouse over the text when viewing it in a browser, chances are this is body text and the search engines can read it.

With InLine Ads, keywords within your web site copy are highlighted. When a user interacts with these words, Click Ads relevant to the keyword are shown. www.miva. mc With MIVA MC you can choose the ad formats that are right for your site. Click Ads Implement InLine Ads to deliver even more revenue. MIVA MC makes it simple to include Ads matched exactly to the content of your web pages, and earn revenue when users click on them.

Banc Of America Investment Ok, so you've created your body copy and your site pages are loaded with good old-fashioned text. But your job's not over! Now you need to get targeted. Search engines aren't going to rank your web site about socks highly if your body copy talks about foot sizes. You need to get specific. If you sell socks, then for heaven's sake, make sure your site copy has plenty of references to the word socks! At the risk of sounding like Dr Seuss, if you want to be found for, big socks, small socks, cotton socks and wool socks, then mention them all. Better still, sort your copy into categories based on your products and services. If you sell blue socks AND red socks, then have a page dedicated to each kind. This allows you to target niche keywords within your copy and meet the relevancy guidelines for logical search queries.

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Banking Investment It sounds so obvious, but I'm constantly amused by the number of web sites I see selling particular items without once making reference to those items in their body copy. For example, there are thousands of sites on the Internet promoting web site design services right? Next time you see one, take a look at their body copy. You'll be surprised how often you'll see flashy looking sites without a single mention of the phrase "web site design" in their page copy. Instead they'll use fancy all graphic pages or Flash movies. Or if they do use body text, it might include cryptic jargonised language like "Internet Solutions" or "online brand building".

Investment Solution Strategic What the heck does this tell a search engine about their business? Absolutely nothing. Are these sites going to be considered a relevant match for search queries about "web site design"? No way! The creators of these sites might think they're being clever, but they are really missing the boat entirely. What's the point of having a web site if you are going to sabotage its ability to be found?

META Tags Special care should be used with the words used in your META tags. META tags are not something you see when viewing a Web site, but are embedded into the HTML coding behind the scenes. Some search engines look at the META tags of a Web site for keywords or phrases that a surfer might type into a search engine to find your Web site. For example, a Web site that offers Web design services might use "Web design" and "Web development" for their keywords. The use of name brand words or company names should always be avoided. For example, using the word "Macromedia" which is a company that sells Web design software or "Dreamweaver" which is the name of a software program that Macromedia sells, as keywords in META tags could certainly mean a potential lawsuit between yourself and Macromedia.

Investment Banking Services Anyway, back to you and your web site. So now you've added plenty of text to your pages and the copy flows well for the reader. You've researched your keywords and phrases using WordTracker or something similar and now you're faced with the dilemma of integrating the keywords into your carefully written copy. So how do you satisfy the search engine's craving for keywords without interrupting the copy flow for the reader? The answer is: very carefully.

Bank Investment Let's take a look at a practical example. We have a client that specializes in luxury adventure travel. Before I optimized their site, part of the home page copy read like this:

Alternative Investment >> "We specialise in providing vacations for people who want a personal service. We bring to our efforts a fanatical obsession with quality and exclusivity. We also bring a freshness, an outward-going passion for discovery which justifies our growing reputation as one of the world's top travel providers. We can put together packages that include all adventure activities, accommodation, transport and food".

Online Investment Services
Extensive WordTracker keyword research for the client had determined that the home page should target the following key phrases:

Accompany Essential Investment * adventure travel

Investment Company * best adventure vacations

Investment Management Solution * tailored travel

Investment Management Services * overseas adventure travel

Guide Investment Stock * luxury travel packages

Investment Manual Solution So taking our original home page text, the challenge was to integrate these keywords carefully and naturally so as not to disturb the logical flow of the copy and lose the interest of the visitor. Here's how I did it:

Investment Stock
"We specialise in providing the best adventure vacations for people who want a personal and tailored travel service. We bring to our efforts a fanatical obsession with quality and exclusivity. We also bring a freshness, an outward-going passion for discovery which justifies our growing reputation as one of the world's top overseas adventure travel providers. We can put together luxury travel packages that include all adventure activities, accommodation, transport and food".

Essential Investment Solution Note that the key phrase "overseas adventure travel" accommodates the phrase "adventure travel" too. Voila! The search engines are happy because the site contains text content relevant to related search queries, the client is happy because we were able to integrate the keywords without distracting the visitor and I'm happy because I know the site is going to rank highly for the client's target search terms.

Citicorp Investment Services
Now go and apply the same principles to your own site...

Fool Guide Investment Motley
* Please note that web site content quoted in this article uses British English so what you might think are spelling errors are actually not!

Fidelity Investment Services Article by Kalena Jordan, one of the first search engine optimization experts in Australia and New Zealand, who is well known and respected in the industry, particularly in the U.S. As well as running her own SEO business Web Rank, Kalena manages Search Engine College , an online training institution offering instructor-led short courses and downloadable self-study courses in Search Engine Optimization and Search Engine Marketing subjects.

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