Search Engine Masters
(5 Part Series)

Welcome, This indepth course covers all aspects of getting a top ranking
in the major search engines. Please take your time and carefully read each part.
I've included some other effective marketing techniques as well.

Ask anyone with experience in ecommerce. They will tell you that your web site needs 3 things to be a success...

Traffic, Traffic and Traffic!

It doesn't matter what you are selling - you MUST bring in targeted traffic if you want to make profits. After all, you can’t make sales if no one knows what you are selling, and how to quickly find it and your site!

So, the important question is...

How do you drive targeted traffic to your site?

By advertising? Maybe, but we all know that advertising costs a LOT of money. And worse, it often doesn't work. Which means that you can spend thousands of dollars on advertising without seeing any results.

There must be a better way of driving targeted traffic to your
site - right?

There is.

Just ask yourself a question. When you are looking for anything on the Internet, what do you do? 9 times out of 10, you go to a search engine and type in something related to what you are looking for. You then browse through the results displayed by the
search engine and hopefully, find what you are looking for.

Now, ask yourself another question. When your customers are looking for something that you are selling, what are they likely to do? They too are likely to go to a search engine, type in something related to your site, and look at the sites which come up.

Now, just imagine that it is YOUR site which is listed right at the top of the search results. Do you think your customers will come to your site? You bet they will! And since they are actually looking for what you are selling, in all probability, they will
end up buying from you.

This means that if you can somehow ensure that it was YOUR site which was displayed at the top of the search results, your site will quickly turn into a TRAFFIC MAGNET - drawing thousands of targeted customers every day! And the best part of this is that
you get all this traffic for FREE - you don't need to spend a
dime for getting this traffic!

The Search Engine Masters Course will help you accomplish exactly this - it will take you through all the steps that are required to ensure that the search engines simply fall in love with your site.

****************************SIDENOTE*****************************

While this course will give you most of the techniques that we use to optimize our clients' sites, there's something that this course can't give you - TIME.

Only you can provide this. You need to allocate at least 2-3 hours every day for the next few months in order to put the techniques described here into practice.

****************************SIDENOTE*****************************

Here's what we will cover in each of the 5 parts of the course:

Day 1 (today!): Choosing the keywords applicable for your site.
Day 2: Creating Keyword Rich Pages for the search engines.
Day 3: Submitting your site to the Open Directory.
Day 4: Getting a high ranking in Yahoo!
Day 5: Improving the link popularity of your site.

At the end of part 5, you will be on your way to search engine
glory!

Without further ado, let's begin.

Choosing the correct keywords for a site

The first step in any search engine positioning campaign is to select the most effective keywords for your site. If you initially select keywords which won't bring targeted traffic to
your site, or if you select keywords which no one searches for, all the time that you spend on optimizing your web site for the search engines will go down the drain. After all, what good does a high ranking for a particular keyword do, if no one searches for the keyword or if the people who search for the keyword are not looking for the products and services that you are selling?

Today, we focus on the correct way of finding out the keywords for which you should optimize your site for the search engines.
This article will give you the formula for the Keyword Effectiveness Index (KEI) - a mathematical formula which I have developed to help you determine which keywords you should be optimizing your site for.

Step 1: Open your text editor or word processor and write down all the words and phrases that you might have searched for if you were looking for a company which offers products and services similar to yours.
For example, suppose your company organizes packaged tours to Australia. Here's a list of phrases that I might have searched for if I were planning to make a trip to Australia:

tourism in Australia
travel to Australia
travelling in Australia
travel agencies in Australia
travelling agencies in Australia
Australian travel agencies

Of course, the keywords that came to your mind may have been different. But that's not important - the important thing is to get an initial list of keywords.

You may be wondering why I have not used single word keywords.
Here's why:

Firstly, single word keywords tend to be hyper-competitive. A search for "tourism" or "travelling" in any search engine will probably generate hundreds of thousands of pages. While it is possible that you may get your page in the top 10 for such a
single word keyword, it is quite unlikely.

Secondly, because of the sheer number of pages that single word searches can throw up, most search engine users have realized that they can get more relevant pages if they search for phrases rather than individual words.
Statistical research has shown that most people are now searching for 2 or 3 word phrases rather than for single words.

Thirdly, single word keywords won't get you targeted traffic.
When people search for "tourism", they are not necessarily looking for tourist destinations in Australia - they may be interested in any other country of the world. Even if you got your site into the top 10 for tourism, you gain nothing from such visitors. However, when someone searches for "tourism in Australia", he/she is your potential customer, and hence, it makes sense for you to try and get a top ranking for your site for that keyword. Hence, whenever you are trying to generate keywords, try to be location specific.
Try to think of keywords which apply to the geographic area that your product or service
is designed to serve.

Step 2: Open any spreadsheet program that is installed in your hard drive. I assume you are using Microsoft Excel. If you are using some other spreadsheet program, just change the spreadsheet related procedures outlined here to fit your program.

Create 4 columns - one for the keyword, one for the popularity of the keyword, one for the number of sites that appear in AltaVista for that keyword and the last for something I call the Keyword Effectiveness Index (don't worry - I'll explain what KEI means
later on). In order to ensure that you can follow what I am saying, I recommend that you add the following column headers to the first four columns of the first row of your spreadsheet:

Keyword
Popularity
No. of Competitors
KEI

Step 3: A great way to obtain a list of keywords related to the ones you have developed in the first step is to use WordTracker's keyword generation service by going to
http://www.Wordtracker.com

Click on the "Trial" option at the top of the site. In the page that appears, type in your name and email address and click on the "Start the trial >>" button. In the next page, click on "Click here to start the trial". In the next page, type in the first keyword that you developed in Step 1, i.e. "tourism in Australia", in the text box. Click on the "Proceed >>" button.

Step 4: In the next page, WordTracker will display a list of keywords related to the keyword that you had typed in. (Just scroll down the left pane to see the keywords). Now, click on the first keyword in the left pane which is applicable for your site.
In the right pane, WordTracker will show a list of keywords which contain the keyword you had clicked on in the left pane.
Then in the table that you have created in your spreadsheet, copy each of the keywords in the right pane and paste them in the first column of the table.
Also, copy the number of times those keywords have been used (i.e. the figure present in the Count column in WordTracker) and paste them in the second column.
In order to ensure that you can follow me, make sure that you type the first keyword in the second row of your spreadsheet.
Of course, you should only bother adding a keyword to your spreadsheet if it is
applicable for your site.

Once you have added all the keywords in the right pane which are applicable for your site, click on the next keyword in the left pane which is applicable for your site. Once again, WordTracker will display a list of keywords in the right pane which contain the keyword you had clicked on in the left pane.
Again, copy the keywords in the right pane which are applicable for your site and paste them in the first column of your spreadsheet. Also, copy the figures present in the Count column and paste them in the second column beside the corresponding keywords.
Repeat this process for each of the keywords in the left pane.

Step 5: Once you have finished with all the keywords in the left pane, press your browser's Back button a number of times until WordTracker again displays the text box which asks you to type in a keyword.
Type in the second keyword in your original list (i.e."travel to Australia"), click on the "Proceed >>" button and repeat Step 4. Do this for each of the keywords that you
developed in Step 1.

Step 6: Go to http://www.altavista.com Search for the first keyword that is present in your spreadsheet using exact match search (i.e. you should wrap the keyword in quotes, i.e. you
should type a quotation mark " before typing the keyword and a quotation mark " after typing it).
AltaVista will return the number of sites which are relevant to that keyword. Add this number to the third column of the spreadsheet in the same row in which the
keyword is present.
Repeat this process for each of the keywords present in your spreadsheet. Once you have done that, your first column will contain the keywords, your second column will show
the popularity of the keywords and your third column will contain the number of sites you are competing against to get a high ranking for those keywords.

Now it's time to calculate the KEI!

Step 7: The Keyword Effectiveness Index is the square of the popularity of a keyword multiplied by 1000 and divided by the number of sites which appear in AltaVista for that keyword. It is designed to measure which keywords are worth optimizing your site
for. Higher the KEI, better the keyword.

I am assuming that you have created the spreadsheet columns in the way I recommended in Step 3 and that you are using Microsoft Excel. If you are using some other spreadsheet program, you will need to adjust the formula to the requirements of your spreadsheet
program. Click on cell D2. Type in the following exactly as it is shown:

=IF(C2<>0,B2^2/C2*1000,B2^2*1000)

Then click on the Copy button to copy the formula, select all the cells in column 4 which have keywords associated with them and press the Paste button to paste the formula.
The KEI for each keyword will be displayed.

Step 8: Use your spreadsheet program's Sort feature to sort the rows in descending order of the KEI. In Excel 97, you would click on the Data menu, click on the Sort menu item, choose KEI from the drop-down combo box named "Sort by", click on the
"Descending" option next to it, and then click on OK.

And guess what - that's it! You now know the keywords which you should optimize your site for. You can now start optimizing your site one by one for each keyword, starting with the keyword with the highest KEI. Exactly how many of the keywords you choose to optimize your site for largely depends on the amount of time that you can spare from your normal business activities.
But whatever the number of keywords that you target, it obviously makes sense
to go for the most effective keywords first.

Tying up the loose ends:

The number of related keywords that WordTracker displays in the free trial version is limited. In order to get all the keywords which are related to the keywords you have developed in Step 1, you would need to subscribe to WordTracker's paid service.

Chapter 3, will tell you how you can create pages which are designed to get top rankings in the search engines for these keywords. Before you read Chapter 3 of the course, it is essential that you develop the list of keywords which are applicable for your site using the techniques described. Without the list of keywords, you won't be able to use the strategies present in Chapter 3.