Marketing tips for your web site success
success of your web site is influenced by a variety of factors. The articles
in the marketing tips collection will help you to get the most out of your
addition to search engine optimization tips you'll learn how to design your
web pages so that web surfers buy something on your site, how to create a
good robots.txt file and more.
view an article, click on its name in the list on the left.
If you haven't done it yet, read the
Internet Business Promoter manual.
The IBP manual contains valuable tips
and tricks that help you to work fast and efficiently with IBP.
You'll save time and you'll get the best
results for your web site.
Ethical search engine optimization
Some search engine optimization companies and software developers use
unethical tricks and techniques to artificially boost the search engine
rankings of a web site. This dilutes the quality of search results and
the accuracy of search results becomes questionable.
For this reason, the search engines are continuously trying to trace out
the spam techniques which webmasters might be using and penalize or ban
They continue to reconstruct their algorithms to prevent spammers from
flooding the results page with irrelevant or low quality content.
you use a web site promotion tool that uses these unethical tricks and
techniques, you'll put your web business at severe risk.
Axandra tools use only ethical SEO methods.
Our products use only ethical search engine optimization methods. They
use only techniques that produce lasting results and that don't offend
Search engines consider the following search engine optimization
techniques as SPAM. For that reason, Axandra products DO NOT use or
automatically generated doorway pages
cloaking and false redirects
hidden text or hidden links
pages loaded with irrelevant words
duplicated content on multiple pages
misspelling of well-known web sites
unrelated and centralized link farms
other methods that try to trick search
You might get short term results with these techniques but it's very
likely that your site will be banned from search engines if you use one
of these techniques. You'll put your web business at severe risk if you
use one of these methods.
Axandra web site promotion tools use only ethical search engine optimization
techniques that produce lasting results.
Ethical search engine optimization is
about everyone winning
Ethical search engine optimization leads
to a symbiotic relationship:
Search engines: They win as
they are provided with pages that are easy to understand and
that contain the quality information that their visitors search
Searchers: They win as they
are getting what they ask for from the search engines. They
search for "green widgets" and get a page about green widgets.
Web site owners: They win as
they are getting quality visitors who are interested in what
their web site has to offer.
IBP helps you to build web sites that
are beneficial to web surfers, web site owners and search engines.
Filter words and stop words
Google and other big search engines ignore common words such as 'the',
'of', 'where', as well as certain single digits and single letters.
These words are called "filter words". They are ignored because they
tend to slow down a search without improving the results.
Of course, every search engine has its own list of filter words. We've
found out that the following words seem to be ignored by most search
a, about, an, and, are, as, at, be,
by, from, how, i, in, is, it, of, on, or, that, the, this, to,
was, we, what, when, where, which, with
What does this mean to your site?
Search engines consider keywords in the title, in the body text and in
link texts of a web page as an important ranking criteria.
Be careful when you choose your keywords for the title and the rest of
your web page. If your web page title contains a list of filter words
you won't get any results. You might also dilute the effectiveness of
your other keywords if you include too many filter words in the title.
Many search engines recommend limiting the number of letters in the
title and in the meta tags. If your web page title or the meta tags
contain too many filter words, you might reach the character limit
before your important keywords begin.
Some words can get you banned on search engines
While filter words might dilute the effectiveness of your other
keywords, some words might get your web page banned on search engines.
These words are called stop words.
Adult words and phrases that contain sexual content are the most common
stop words. However, some search engines build custom stop word lists to
penalize web sites that use "keyword stuffing". Some sites use the same
keyword over and over on their pages to get a high rank for that keyword
on search engines, even if it is not related to their content.
Of course, search engines try to find those sites and they penalize web
pages that use keyword stuffing. Unfortunately, some sites are penalized
although their webmasters didn't try to spam the search engines just
because they use a keyword too many times.
That's why keyword analysis and the right keyword density is very
important for a successful web site. If the keyword density is too low,
you won't get a good ranking, if it's too high, your site might get
accused of keyword stuffing.
Use your most important keywords at the
beginning of the title, meta tags, link texts and body text.
Avoid using filter words to increase the
effectiveness of your keywords.
Make sure that your web pages have the
right keyword density and don't contain stop words.
The right keyword mix on your web pages will help you to improve your
ranking on all important search engines. To find the perfect keyword
density for your web site, use IBP's Top 10 Optimizer.
Frames and search engines
It's very difficult to get a good rankings on search engines if your web
site uses frames.
The problem is that search engines do not index framed web sites well.
Actually, the search engines do such a poor job of indexing frames that
we recommend rebuilding your web site without them. For some search
engines, rebuilding your site without frames is the only way to get a
If you must use frames on your Web site for some reason, make sure you
use the NoFrames tag so that search engines can find some text to index.
The NoFrames tag is a tag specifically for search engines that cannot
read the actual pages in your frame set.
Some search engines will be able to index the text you enter in the
NoFrames tag. The contents you enter there should be text that is
related to your site. It should contain your most important keyword
phrases, but should remain readable to your Web site visitors.
You should place the NoFrames tag just before the </frameset> tag in
your frameset, for example:
<frameset cols="25%,*" border="1">
<frame src="this.html" name="this">
<frame src="that.html" name="that">
<frame src="whatever.html" name="whatever">
<h1>All about fishing equipment</h1>
If you're looking for fishing equipment, you'll find it
here. We offer rods, reels, lines, flies, waders, vests
and apparel, tubes and boats and more.
<p><a href="this.html">More about fishing equipment</a>
An easy way to do this is to create a new not framed web page for your
site that describes your products and services. Often the content can be
taken directly from one of your existing framed pages.
Once you've created the new page, view the HTML source of the page and
copy everything from within the <body> and </body> tags. Then paste the
new content within the <body> and </body> tags found within the NoFrames
tags of your frameset.
Note that the text between NoFrames tags in our example contains a link
to the main frame set page. That way, Web surfers with older browsers
that don't support frames will also be able to visit the page.
Don't use a list of keywords within the NoFrames tags and don't try to
overuse this tag because the search engines might penalize your web site
Even if you use the NoFrames tag, it's still difficult to get a good
ranking for a web site that uses frames.
If at all possible, avoid frames on your site.
SEO companies guarantee rankings?
Some SEO (search engine optimization) companies guarantee that you get a
special search engine position if you let them do the work for you.
Actually, this is not possible. No company can guarantee search engine
If a company makes such promises, take a closer look at the guarantee.
The catch is often that the company selects the search terms. You'll be
listed for obscure search terms that nobody searches for. If you have a
unique company name or a unique product name, it's relatively easy to
get high search engine rankings for that term.
Before paying a company to get high search engine rankings for you, try
it yourself with IBP. You'll find out that you can get high search
engine rankings for yourself.
The only way to get high search engine rankings and staying there is
good web page content and playing by the rules.
often should you submit your web site?
You've probably seen them on the web and you've probably received many spam
email messages from them: services that promise you to submit your web site
to thousands of search engines and that tell you that your web site will get
high search engine rankings if you just submit your web site often enough.
The frequency of your search engine submission is not important
When you submit your web site URL to a search engines, you basically ask
the search engine spiders to visit your web site and to evaluate it. If
the search engine spiders cannot find anything useful on your site, they
won't list your web site. It doesn't make sense to submit your web site
again and again if it isn't search engine ready.
Search engines must be able to find out what your web site is all about.
They need to find text and links on your web pages and they also need to
find the keywords for which you want to have high rankings on your web
Submitting alone doesn't guarantee visitors
Submitting your web site to search engines is important, but it is not
the most important step in your search engine marketing campaign.
It's much more important that your web pages are optimized for search
engines. Many web sites are designed in a way that prevents them from
showing up in search engines.
If your web pages are not search engine ready, it's pointless to submit
them. If the search engines index your web site at all, it will be
listed on position 17,352 or worse. With a listing on that position, you
won't get any visitors.
The key to successful search engine submission
Before submitting your web pages to search engines, you must make sure
that they are optimized for your important keywords and for the special
search engine you target.
If your web pages are prepared for a special search engine and for a
special keyword then it's much more likely that your web site will
receive high rankings.
Make sure that your web pages contain enough text and that search engine
spiders can find the pages of your web site trough normal text links.
Don't use web site intros and don't use too many Flash elements on your
web site. It is extra work to optimize your web pages for search engines
but it is well worth the effort.
Professional search engine submission takes some time
Don't fall for services that promise you to submit your web site to
thousands of search engines. It will only result in thousands of spam
messages. Invest some time in optimizing your web pages before you
submit them and then submit your site to important search engines.
You'll get much better search engine rankings
IBP helps you to optimize your web pages for high rankings on Google,
Yahoo and other major search engines and it also helps you to submit
your web site to all important search engines. Use IBP's Top 10
Optimizer to optimize your pages before you submit them.
to choose the right web page title
title of a web page is one of the most important elements. Good web page
titles can remarkably increase the effectiveness of your web site.
The title of a web page is the text that is written between the <TITLE>
and </TITLE> tag in the HTML code of a web page. If you write the right
text between these tags, your web site can get more targeted visitors.
Why are web page titles so important for your web site success?
The titles of your web pages are
important for search engines
To many search engine spiders the title of a web page is more
important than other web page elements. If your web page title
contains your most important keywords, it's likely that the web page
will have a good search engine ranking for these keywords.
The titles of your web pages are
important for web surfers
The title of your web site is the first thing web surfers will see
from your web site. Many search engines display the title of a web
page as the main link to a web site in the search engine result
In addition, the web page title is used when a web surfers bookmarks
your web site.
While most search engines don't allow you to influence the description
of your web site, the title of your web site is often listed without any
What does this mean to you?
It's important that your web pages have compelling titles that are
compelling to web surfers and that contain your most important keywords.
For example, if you have a sports shoe shop in London, don't use this
Welcome to Smith & Son
People probably won't click on that link because they don't know who you
are. That web page title doesn't look very attractive to the average
surfer. Better use this title:
Buy sneakers and sports shoes at competitive prices in our shop in
London. Nike, Adidas, Reebok and all other major sports shoe brands.
Why is the second title better than the first one?
The second title has many advantages over the first title.
The second title contains keywords that
are important for a sports shoe business: sports shoes, sports
shoe, sneakers and several brand names.
The inclusion of these words in the title increase the change of
good search engine rankings for these keywords.
The second title informs web surfers
about the purpose of the web site and it gives them a reason to
click: Buy sneakers and sports shoes at competitive prices.
The second title includes geographical
information: ...in our shop in London. People who live in
Chicago are probably not interested in a shop that's based in
The inclusion of "London" in the web page title allows people to
quickly find out if it's worth to visit the web site. In addition,
it's more likely that the web site will be found for a search term
such as "shoe shop London".
Good web page titles can help you to increase your search engine
rankings and to get more people to click on your link.
To find the perfect title for high rankings on Google, Yahoo and other
major search engines, use IBP's Top 10 Optimizer.
to convert visitors into sales
Even if you have obtained high search engine rankings for your web site
under your important keywords, and even if you have hundreds of visitors
per day, web surfers still might not purchase something on your web
Why do visitors sometimes don't convert
into sales? We'll give you several reasons that can prevent surfers
from buying on your web site.
Reason 1: Your web pages don't load fast enough
Web surfers hate to wait for slow
loading web pages. If your web pages don't load fast enough, many
web surfers will go away without taking a look at them.
No matter how great your product is: if
your web site is not fast enough, web surfers won't see it. Fast
loading web pages are crucial if you want to sell something on the
There are several things you can do to
speed up your site. Of course, you should make sure that your web
fast and reliable servers.
In addition to hosting your web site on a fast server, you can do
the following to improve the loading time of your web pages:
Reduce the number of graphics
A large number of graphics on your web pages can considerably
slow down your page. For each graphic on your web page, the web
browser has to make another connection to your server. If you
cannot reduce the number of graphics on your web page, then try
to combine several graphics to a single bigger one. Use the same
graphics on your other web pages so that web browsers can load
the graphics from the browser cache.
Specify the dimensions of your
Always make sure to include the height and width dimensions of
your graphics in your HTML code. This means that every IMG tag
should have the WIDTH and HEIGHT attributes specified. If web
browsers doesn't have to figure out the dimensions of your
graphics, they can already display placeholders and start
displaying the text of your web page before loading the graphics
from the server.
Make the top of your page
If a web page takes a long time to load, make sure that the top
of the page contains something interesting because visitors will
see that part first.
Divide your tables
Web pages that use a single large layout table take a long time
to render in web browsers. Break up huge tables into several
Specify the dimensions of your
If you specify the WIDTH and HEIGHT attributes for your tables,
then web browsers don't have to load the complete table code to
calculate the dimensions of the table.
Double check cell widths
Take a moment to check the individual widths of each table cell.
If the total is more than the specified table width, then web
browsers will have problems displaying your table.
It's important to know the download
times of your web pages. In general, your home page should load in
20 seconds on a dial-up connection and the top of your page should
be displayed within 5-8 seconds.
Fast loading web pages are the most
basic factor of a successful web site. If your web pages are
displayed and rendered as quickly as possible, people will have more
time to read the actual content of your web pages and eventually
they'll buy something on your page.
Now that people can see your web page
content, it's important to keep them on your site.
Reason 2: Is your web site trustworthy?
It's very important that your web
site visitors have trust and confidence in your company. Your
customers must trust you. They won't buy from you if they don't.
On the World Wide Web, you cannot
speak face to face with your customer so you have to establish
credibility in other ways.
Make sure that your web pages
have a professional design
Your web pages have to look perfect. If necessary, hire a
professional web designer. Don't use blinking text, funny
animations or flashy banners on your page. Make sure that
all links on your web site are intact.
Don't use automatically created web pages. Some software
programs allow you to automatically create pages that are
"optimized" for a special keyword. These doorway pages don't
work anymore on search engines (its simply spamming).
In addition, human web surfers are turned away by that kind
of pages. While doorway pages might look attractive to
software programs, web surfers usually hate them.
Automatically created doorway pages usually look ugly to
human web surfers. Often, they consist of nothing more than
a list of buzz-words. You won't get good results with this
method because human web surfers will quickly close such a
Tell your web site visitors who
Make sure that customers know that a real person is sitting
behind this Web page. Include your full contact information
on your web site and make it easy to find.
If your visitors don't know from whom they will purchase and
how to contact you, they won't buy anything. Show your
Offer free trials and show your
The most common things to establish trustworthiness is to
offer a free trial and a money back guarantee. If your
customers know what they'll get, they'll be more likely to
Its far better if other people
say nice things about you than you saying nice things about
yourself. Testimonials from satisfied customers will show
how your business can do a better job than your competitor
when it comes to customer satisfaction.
Reason 3: Is your web site content convincing?
It's important that your web
pages are interesting to your visitors. Every visitor wants
to get a prompt answer to the question "what's in it for
me?". In the first paragraph of your web page, you should
tell your visitors the following:
If you don't answer these
questions quickly enough, people will go away.
People aren't necessarily
interested in your product or in your company. You must
convince your web site visitors with good sales copy.
Before starting to write sales
copy, make sure that you know your product and that you're
passionate about it. You have to fully believe in your
product. If you don't, you shouldn't sell it. You cannot
write convincing sales copy if you don't stand behind your
product. You must be sure that you're doing your customers a
favor by offering them your product.
What's in for your
Your customers want benefits. What can your product do
for them? What can it do for them now? The benefits of
your product should be the first words on your site.
Make them bold and make them big. If your visitors don't
know what's in it for them after the first few seconds,
they'll leave your site.
People don't read everything on your page. They scan it
for interesting information. Grab their attention with
Don't mix up features and
You must differentiate between features and benefits.
Features are the attributes of your product, benefits
are what your product promises. For example, if you sell
a solar-powered clock, then the feature is "uses new
38/12 solar cells". The benefit to the buyer is "you
save money because you don't have to buy batteries
Don't bore your potential customers with technical
details. Tell them what your product will do for them.
How they will feel when they tried your product. Maybe
your product or service will make them more money, maybe
it will save them time. Tell them and don't be shy.
Killer headlines will grab
your visitors attention
Nobody will read your entire page. Make it easier for
your customers by dividing your page into paragraphs
where each paragraph has a headline. Your headlines
should make clear what to expect in the next sentences
and they should grab your visitors' attention.
Use words like "free, proven, benefit, first, discover,
complete, exclusive" and avoid words like "should,
could" and "but". Make sure that you use "you" more than
"I" or "we". Remember: Your customers don't really care
about you and your business. They only want to know
what's in for them.
End your sales copy by
telling the reader what to do
At the end of your copy
text, you must tell your visitors what to do next, for
example "Click here to order now for immediate
Use these tips to write as
persuasively as you can, but remember not to deceive your
customers in any way. You'd risk poor word of mouth, legal
action, no repeat business and refund requests.
When people have finally
decided to purchase your product, you must make sure
that your order page doesn't drive them away.
Reason 4: Is your order page easy to use?
Statistics show that more
than 60 percent of online shoppers abort the ordering
process. If your order page isn't easy to use, all other
web site promotion efforts will be in vain.
Here are the most important
points for a successful order page:
Link from the home
page and from all product and service pages to
the order page.
Give the links on
your order page names that your customers can
easily recognize: "Order", "Buy", "Store",
Don't hide the price
for your products or services. People won't buy
if they don't know what they have to pay.
Tell your visitors
about shipping costs and state taxes.
Tell your visitors
the final price before they have to enter the
credit card number.
Tell your visitors
who you are and tell them your complete company
unconditional money-back guarantee if at all
Tell your visitors
upfront about your refund policy.
Make sure that your
order pages are secure. Use at least 40 bit
encryption so that your customers can safely
enter their contact and purchase information.
Make sure that your
order pages are easy to understand. Test them
with your friends or relatives that don't
connect to the Internet very often.
Regularly test your
order pages to make sure that they work.
Make sure that
you'll get notified if your server gets down.
Make sure that your
order page displays a meaningful message if the
customer forgets to enter the street name or any
other required field.
Make sure that your
order pages work with international customers.
German customers don't know what to enter in the
"State" field and usually leave it empty. Some
countries don't even have postal numbers. Your
order pages should work for these customers.
If your order pages are easy
to use and secure, they won't hinder or deter customers
from completing their purchase.
It's very important that
your order pages are a secure place to shop for your
customers. Use as much encryption as you can and join
the additional security services that are offered by
some credit card companies.
Axandra order pages
use 128 bit encryption and they also use the Verified by
Visa and MasterCard SecureCode service.
Verified by Visa
are new services by Visa and MasterCard that use
personal passwords or identity information to help
protect credit card numbers against unauthorized use.
How to rank well with Flash sites
Flash movies are a popular way to make web sites more compelling. They
are useful if you want to impress your web site visitors or if you offer
web design services.
Unfortunately, if you use Flash movies, or if you even design your
complete web site based on the Flash technology, your odds of getting
listed in the search engines are greatly reduced.
Search engines can only "see" pure text. They are not able to recognize
text on an image or text that appears as a graphic in a Flash movie.
advises on its
webmaster guidelines page: "If fancy features such as [...] Flash keep
you from seeing all of your site in a text browser, then search engine
spiders may have trouble crawling your site.".
So how can you achieve high search engine rankings in spite of Flash
First of all, you should re-consider using Flash on your web site. Keep
in mind that many visitors still use slow dial-up connections to access
web pages. They don't like to wait 1-2 minutes only to see your company
logo fancy animated. Your Flash movies must carry invaluable information
to the visitors, otherwise they will be disappointed.
Entry pages that only show your company logo are becoming more and more
annoying to users. Using web pages like company brochures only show that
your company didn't get the whole Internet idea.
Keep in mind that not everyone has installed the Flash player. Always
add a link to a web page that contains the same important information as
found in the Flash movie in plain text.
For these reasons, not using Flash or building a duplicate site without
Flash are the easiest ways to make sure that your web site visitors and
the search engines can access your web site.
If you really must use Flash on your web site, the following tips can
help you getting your Flash contents indexed by the search engines:
Provide links to alternate pages that
contain a lot of text and some keywords that the search engines can
Place some text above and below your
Flash movie that contain your keywords. Along with your title and
maybe your meta tags, this gives the search engines some contents to
If you embed the Flash movie in your
HTML code, use your most important keywords in the movie filename
using the HTML tags <param name="movie" value="movie-filename.swf">
and <param name="src" value="movie-filename.swf>.
You can use the <object standby="your
message to show while loading"> attribute to include some text that
is displayed while the Flash movie is being loaded. In addition, you
can use the <object title="your movie title"> attribute to include a
keyword-rich movie title.
Use the <noembed> tag to provide text
for web browsers which don't support the Flash plugin. Use it to
describe the contents of the Flash movie as search engines can index
You may want make your Flash movie
transparent and place it "over" your web page using CSS layers.
However, some search engines might consider this spamming.
Some search engines offer pay for
inclusion programs that guarantee the inclusion of your web page
regardless of the contents. Note that these search engines still
need text to index.
You could provide an alternative, "pure
text" web page solely to search engine crawler programs. However,
this technique is called "cloaking" and search engines don't like it
here for details).
Link from other pages of your web site
to your Flash page with a keyword-rich link text.
Macromedia Flash Search Engine SDK
to convert a Flash file's text and links into HTML for search engine
Macromedia, the developers of the Flash technology, have recognized the
difficulties in getting Flash contents indexed. For this reason, they
have developed an
that helps you to embed pure text and links in the movie file.
Macromedia hopes that search engines will learn over time to read the
Flash is a trade mark of Macromedia Corp. You can find out more about
This web site
gives useful advice for making user-friendly Flash sites.
customers on your site with custom 404 error pages
You've probably seen many "404 not found" pages when surfing the web. A "404
not found" page is the page that comes up when someone tries to access a web
page that doesn't exist.
This usually happens when someone types
a wrong URL or follows a link to a page that does not exist. A
typical 404 error page looks like this:
HTTP 404 Not Found
The requested URL was not found on this server.
The exact wording of this error may
vary, but it is normally unintuitive and unfriendly. It is unlikely
that the person explores your site further.
People who come to a "404 not found" web
page are usually lost visitors. These visitors don't see your web
site information and they cannot buy your products.
A custom 404 error page keeps visitors on your web site
Most web hosts allow you to create a
custom "404 not found" page. If you haven't done it yet, you should
create a custom 404 error page now.
A custom 404 error page is an easy way
to keep visitors on your web site. It also allows you to redirect
your visitors to the pages of your choice.
For example, you could use the following
HTML code for your own 404 error page:
Sorry, this page doesn't
exist. You'll be redirected to our index page.
This HTML code simply redirects people
to the index page of your web site so that they can find what
they're looking for (replace "www.YourWebSiteName.com with the URL
of your own web site).
You could also create a custom 404 page
that tells your visitors that the page is not available anymore. It
also makes sense to give your visitors some choices.
Here's an example of such a 404 error page.
A custom 404 error page is important to the success of your web
People often mistype URLs and some web
sites have links to non-existent pages. This can happen when
redesigning a web site or just through typographical errors.
With a custom 404 error page, you make
it easier for end users to find where they want to go on your web
Most web space providers allow custom
404 error pages. Ask your web space provider how you can create a
404 error page for your web site. If your web host doesn't allow
this, you might find a new good host
How link popularity can help your search engine
you have optimized your web page for high search engine rankings and it
still doesn't get better listings, it is very likely that your web site has
low link popularity.
popularity is a very important factor for all major search engines. If your
web site doesn't have good link popularity, it is very difficult to get good
search engine rankings.
that link popularity alone is not enough. The content of your web site is
also important so that search engines know what your web site is about.
combination of optimized pages and high link popularity will bring your web
site to the top of the search engine results.
What exactly is link popularity?
popularity refers to the total number of links that a search engine has
found for your web page. The more web sites link to your web page, the
higher the link popularity of your page. High link popularity contributes to
a high search engine ranking.
idea behind the link popularity concept is simple. The more other web sites
link to your web site, the more important your site must be. Other sites
wouldn't link to your site if there wasn't something interesting on your
site or if your web site didn't contain any special content.
nearly impossible to manipulate link popularity. Previous ranking algorithms
that took META keywords or similar factors into account have been quickly
abused to mislead the search engines. On the other side, it's very difficult
to manipulate the number of links that point to a site.
That's why link popularity is now one of the most important factors for
search engines when they rank a web page.
However, you cannot get high link popularity by submitting your web site to
thousands of FFA (free for all) link pages. Not all links are considered
equal by the search engines. It does matter who links to you and how they
link to you.
Not all links are considered equal
more web sites link to your web site, the higher your link popularity.
However, not all links are equal. Some links count more than others. Links
from important web sites have a greater effect on your link popularity and
your search engine rankings.
link from www.Yahoo.com to your web site has more weight than a link from a
small private web page. A link from a web site with high link popularity is
better than a link from an unknown web site.
also important that the web site that's linking to you has a similar topic
as your web site. Imagine that you sell shoes on your web site. A link from
another web site that is all about shoes will count much more than a link
from a web site that links to all kind of web sites.
Finally, it's important how the link to your site looks like. For example,
one of your important keywords might be "brown leather shoes".
to much better search engine rankings for the keyword "brown leather shoes"
than the following link
the way, many people think that they can increase their link popularity by
submitting their web site address to FFA (free for all) link pages and link
farms (Web sites that link to all kind of web sites). This doesn't work.
and more search engines recognize FFA pages and link farms and choose to
ignore these pages. Usually, submissions to FFA pages are a waste of time
that only results in many spam email messages.
addition, you should avoid services that promise you 2000 links to your site
within a week or so. If they link to you at all, these 2000 links are of
poor quality or they don't have a similar topic as your web site.
common sense. Offers that sound too good to be true probably aren't true.
try to get links from important web sites
try to get link texts that contain your important keywords
don't use FFA or link farm pages
don't use services that promise lots of links within days
focus on quality links, not on quantity
How to find good potential link partners
explained above, it's important who links to your site. web sites
that have a similar topic as your site are more important than web sites
with different topics.
addition, if you can convince web sites with a similar topic to link to your
site, you'll also get targeted traffic from these sites.
People who visit your topic partner sites are usually interested in what you
have to offer. They are more likely to come to your site and to buy
something. It's the quality of the traffic that counts, not the quantity.
But how do you find good potential links partners? There are several
User IBP's Link Popularity Improver to
find web sites that could trade links with you.
ARELIS to find out who links to your
competitors and contact these sites to get links from them.
ARELIS is a professional link popularity tool that helps you to find
good potential link partners, to manage them, qo quickly build link
pages and more. ARELIS also includes very useful tutorials that help
you to write effective link exchange email messages that increase
your repsonse rate.
Give it a try.
Building a good link popularity requires some work but the results will pay
for it. Link popularity is already one of the most important factor for
search engines to rank web sites.
sooner you start with your linking campaign, the better the results for your
addition to IBP's Link Popularity Improver,
professional webmaster tools like ARELIS
can help you in your linking campaign. They get very good results with
Search engine spiders and your web site
you sure that search engines understand your web site? Search engines see
your web pages with different eyes than web surfers.
web page that looks great to the human eye can be totally meaningless to
search engines. For example, search engines cannot read the text on the
images of your web site, and many don't understand web languages such as
If you have a great looking web site that is meaningless to search
engines, you won't be able to achieve high search engine rankings with
that web site - no matter how good and interesting your web site content
In general, search engines cannot see content that is presented in the
following file formats:
images (GIF, JPEG, PNG, etc.)
Flash movies, flash banners, etc.
other multimedia file formats
Some search engines can index some of these file formats but in general,
it's very difficult to obtain high search engine rankings if your main
web site content is presented only in these formats.
Search engines need text to index your web site. They cannot know what's
written on your GIF or JPEG images or in your Flash movies. If you use a
lot of images on your web site, you should also create some web pages
that contain a lot of text.
If you want to find out how search engines see your web site, you have
to use a search engine spider simulator tool. A search engine spider
simulator tool emulates the software programs search engines use to
index your web site. They show you what elements of your web site are
visible to search engines.
IBP's search engine spider simulator helps you to find out how search
engines see your web site. IBP's spider simulator even allows you to
emulate special search engines spider names so that you can find out if
your competitors send different pages to search engine spiders.
Just enter the URL of your web site and IBP will tell you what text and
which links search engines can find on your site.
That allows you to quickly find out whether your web site lacks
information that search engines need to properly index your web site.
importance of valid HTML code
Many webmasters overlook a very important aspect of web site promotion:
the validity of the HTML code.
What is valid HTML code?
Most web pages are written in HTML. As
for every language, HTML has its own grammar, vocabulary and syntax,
and every document written in HTML is supposed to follow these
Like any language, HTML is constantly
changing. As HTML has become a relative complex language, it's very
easy to make mistakes. HTML code that is not following the official
rules is called invalid HTML code.
Why is valid HTML code important?
Search engines have to parse the HTML
code of your web site to find the relevant content. If your HTML
code contains errors, search engines might not be able to find
everything on the page.
Search engine crawler programs obey the
HTML standard. They only can index your web site if it is compliant
to the HTML standard. If there's a mistake in your web page code,
they might stop crawling your web site and they might lose what
they've collected so far because of the error.
Although most major search engines can
deal with minor errors in HTML code, a single missing bracket in
your HTML code can be the reason if your web page cannot be found in
If you don't close some tags properly,
or if some important tags are missing, search engines might ignore
the complete content of that page.
How can you check the validity of your HTML code?
Select the "HTML validator" in IBP's
main window. IBP will connect you to an offical HTML validator that
will check the code of your web pages.
Although not all HTML errors will cause problems for your search engine
rankings, some of them can keep web spiders from indexing your web
Valid HTML code makes it easier for search engine spiders to index your
site so you should make sure that at least the biggest mistakes in your
HTML code are corrected.
The right search engine optimization strategy
IBP is a professional web site promotion solution that helps you to
achieve high search engine rankings for your web pages. High search
engine rankings result in more visitors, more customers and more sales.
The right strategy is crucial to the success of your search engine
Search engine users are some of the most qualified and motivated
visitors to your web site you will ever have. After all, they have taken
the initiative to hunt for online resources on a certain topic. And then
they clicked your link to learn more.
However, getting listed in a search engine doesn't do you much good if
you're number 415 of 1,259,000 search results. Surprisingly, it doesn't
even help you much if you're result number 11. Most search engines
display 10 results on the first page, and relatively few searchers click
through to look at the second page.
With IBP, your web site will get the best possible search engine
rankings and you'll get as many visitors as possible. High rankings
contribute greatly to the success of your Internet business.
The key to high search engine rankings is to do the right things in
the right order:
Find the right keywords for your web
Optimize your web pages for these
keywords so that they can get high search engine rankings.
Submit your web pages to all important
search engines and directories so that web surfers can find you.
Get links from other web sites and make
sure that these links contain your keywords.
Track the results.
IBP's professional tools help you with all these aspects. With IBP, you
can optimize and submit your web pages as quickly and easily as
IMPORTANT: We strongly
recommend that you read the IBP help file. It contains valuable
information on how to work with IBP most efficiently. You'll
save time and you'll get better results if you read the IBP help
Although the robots.txt file is a very important file if you want to have a
good ranking on search engines, many web sites don't offer this file.
your web site doesn't have a robots.txt file yet, read on to learn how to
create one. If you already have a robots.txt file, read our tips to make
sure that it doesn't contain errors.
What is robots.txt?
a search engine crawler comes to your site, it will look for a special file
on your site. That file is called robots.txt and it tells the search engine
spider, which web pages of your site should be indexed and which web pages
should be ignored.
robots.txt file is a simple text file (no HTML), that must be placed in your
root directory, for example:
How do I create a robots.txt file?
mentioned above, the robots.txt file is a simple text file. Open a simple
text editor to create it. The content of a robots.txt file consists of
record contains the information for a special search engine. Each record
consists of two fields: the user agent line and one or more Disallow lines.
Here's an example:
robots.txt file would allow the "googlebot", which is the search engine
spider of Google, to retrieve every page from your site except for files
from the "cgi-bin" directory. All files in the "cgi-bin" directory will be
ignored by googlebot.
Disallow command works like a wildcard. If you enter
"/support-desk/index.html" and "/support/index.html" as well as all other
files in the "support" directory would not be indexed by search engines.
you leave the Disallow line blank, you're telling the search engine that all
files may be indexed. In any case, you must enter a Disallow line for every
you want to give all search engine spiders the same rights, use the
following robots.txt content:
Where can I find user agent names?
can find user agent names in your log files by checking for requests to
robots.txt. Most often, all search engine spiders should be given the same
rights. in that case, use "User-agent: *" as mentioned above.
Things you should avoid
you don't format your robots.txt file properly, some or all files of your
web site might not get indexed by search engines. To avoid this, do the
Don't use comments in the robots.txt file
Although comments are allowed in a robots.txt file, they might confuse
some search engine spiders.
"Disallow: support # Don't index the support directory" might be
misinterepreted as "Disallow: support#Don't index the support
Don't use white space at the beginning of a line. For example, don't
place Disallow: /support
Don't change the order of the commands. If your robots.txt file should
work, don't mix it up. Don't write
Don't use more than one directory in a Disallow line. Do not use the
Disallow: /support /cgi-bin/ /images/
Search engine spiders cannot understand that format. The correct syntax
for this is
Be sure to use the right case. The file names on your server are case
sensitve. If the name of your directory is "Support", don't write
"support" in the robots.txt file.
Don't list all files. If you want a search engine spider to ignore all
files in a special directory, you don't have to list all files. For
You can replace this with
There is no "Allow" command.
Don't use an "Allow" command in your robots.txt file. Only mention files
and directories that you don't want to be indexed. All other files will
be indexed automatically if they are linked on your site.
Tips and tricks:
How to allow all search engine spiders to index all files
Use the following content for your robots.txt file if you want to allow
all search engine spiders to index all files of your web site:
How to disallow all spiders to index any file
If you don't want search engines to index any file of your web site, use
Where to find more complex examples.
If you want to see more complex examples, of robots.txt files, view the
robots.txt files of big web sites:
web site should have a proper robots.txt file if you want to have good
rankings on search engines. Only if search engines know what to do with your
pages, they can give you a good ranking.
Top 10 tips for high link popularity
Link popularity has become an important factor in the ranking algorithms
of most search engines. If many quality web sites link to your site,
you'll have a good position in the search engines.
In addition to IBP's Link Popularity Improver, there are a number of
ways to improve the link popularity of your web site. Here are the top
10 tips for high link popularity:
10. Cross-link your sites
An easy way to improve your link
popularity is to add a link from your own popular web site to a
less popular site of your own.
However, it's very important that
one site is not only a duplicate of the other and that both
sites are related to each other. For example,
and vice versa. Both sites are different but they offer related
9. Give testimonials
Everyone has some favorite software
tools and utilities. Contact the publishers or developers and
explain why you like their software programs. Some of them will
request a permission to display your testimonial on their web site,
along with a link to your site.
You can also contact web sites that
don't offer software programs but interesting articles. Just make
sure that you really stand behind what you say as it can backfire to
you if you recommend bad products.
8. Awards for you and other sites
You can submit your web site to sites
who offer awards. If they reward you their award, then they'll
probably link to your site. Just search Google for "awards directory
your-keyword" (replace "your-keyword" with a keyword that is
important to your business).
You can also offer an award for other
web sites. Submit your awards page to the above-mentioned awards
directories to make it popular. The web sites who receive your award
will link back to your site.
7. Participate in newsgroups and discussion forums
When you post to newsgroups and
discussion forums, add a signature file with a link to your web
An easy way to post messages in
newsgroups is to create a Google account and to post via their web
To find good discussion forums, just
search Google for "forums directory your-keyword". For example, if
you want to participate in a marketing forum, search Google for
"forums directory marketing".
6. Provide a link directory
Offer a link directory on your web site
which links to quality web sites with a similar topic. Your visitors
will appreciate such a resource and you'll provide incentive for
other sites to link to your site.
You can add a "link to us" page to your
web site on which you promise to add other complementary sites to
your link directory if they link back to you first.
ARELIS, the professional reciprocal
links management software, can help you to create and maintain a
link directory (among many other useful things). It also checks if
other web sites remove their link to you.
More information about the
reciprocal links management program
can be found here:
5. List your web site in the Yahoo directory
If you have a business web site, you
might want to pay US$299 yearly to Yahoo to have your web site
listed in the Yahoo directory. The Yahoo directory is independent
from Yahoo's main search engine:
If you have a non-business site, you can
submit to Yahoo without paying: http://docs.yahoo.com/info/suggest/
4. List your web site in the Open
Directory Project (ODP) directory
If your web site is listed in the
popular directory ODP, then your web site will have a good base
for the link popularity.
Rumor has it that Google starts
crawling web sites with the web sites listed in the ODP
directory. Best of all, you can
add your web site to ODP
without paying a fee.
3. List your web site in regional and industry-specific directories.
A link in regional and indusstry
specific directories is good for your web site because your link
will appear on a related page. Links from related pages are much
better than links from unrelated pages.
2. Write articles for your audience
Write articles about the topics that
your web site visitors are interested in. After a while, other web
sites will link back to your articles.
You can also send your articles to
syndicate web sites. They'll offer your articles to other web sites.
Just make sure that your article contains a link to your web site so
that other sites who publish your article will automatically link to
1. Get reciprocal links from complementary sites
Search the major search engines for your
keywords. They will return many web sites that don't compete with
your site, or which offer complementary things.
Visit their site and then write them an
email message to request a link to your site. If you link back to
them first, they'll be more likely to link to you.
Consider using the
reciprocal links management software
ARELIS which saves you much time. It also lists which web sites link to
your competitors so that you can request a reciprocal link to your site,
Source : IBP