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A Checklist
Here's a quick checklist to consult when considering how to list your site from the perspective of search engine marketing. (For a print-ready PDF version, click here.)
|
Technique |
Description |
|
Research all possible search terms |
Use free search tools at sites such as Good Keywords or Overture to find search terms that give you the results you need. |
|
Focus on specific words |
Choose terms that are pertinent and specific to your market. |
|
Take advantage of secondary terms |
Multiple secondary terms that really reflect your product, service, or market niche may give you better results than one primary search term. |
|
Buy the right position |
Work to get your PPC listing within the top three positions at the major search engines. It isn't necessary to be in the first position to attract profitable traffic. |
|
Include search terms in listing titles and descriptions |
Make sure that those important terms appear in the title and description you choose for a listing. Keep the message simple, yet packed with benefits. |
|
Check out the competition |
How did your competition use the terms you chose? Use their efforts to generate your own ideas. |
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Avoid superlatives |
Listings get rejected if they use words like best, most, cheapest. |
|
Count your characters |
PPC search services limit the number of characters in listing titles and descriptions. Cram your selling point into the first few words. |
|
Qualify the visitor |
Aim your titles and descriptions to get the niche visitors you really want. Be sure to set up their expectations of what they'll find once they get to your site. |
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Make your pages relevant |
Include your search terms in the targeted web page where the search engine user is directed from your listing. The five-second countdown starts as soon as the visitor arrives! |