36 pages of this blog have now been picked up by Google. Having finally been picked up on the 10th November, this is great news, indeed. If you would like the full list of pages, type this into the Google search box: site:www.marketingtom.com inurl:www.marketingtom.com. I recently added a short navigation bar on this site, which puts a 'Home' link on every page, and have started to actively 'put the name about' on a number of Blogs (see previous entry). These may well have had an effect. Let's just hope Google indexes them all soon.
Why is it important to develop links?
1. You can reach some of your target audience that doesn't come in through the search engines
2. Search engines tend to rank web sites higher if they have decent links coming in to the site.
In a previous posting I detailed the search engines which offered free submissions to their index. Inktomi, which powers some of the major search engines, offers a paid inclusion service for visitors.
Which ones? Here is a list of them from one of Inktomi's resellers - Postion Tech
As it can take some time to get listed (up to 6 weeks) with Inktomi, it may well be worth forking out the $39 to get your site listed within 48 hours. Payment includes a subscription for 1 year, with your page being refreshed every 48 hours. Inktomi doesn’t sell this service directly to clients but through resellers. These resellers offer pretty decent control panels which will display how effective your site has been over a given time period.
These are some further tips on how to better use your meta keywords and meta description:
1. Only use relevant keywords
2. Keep your description succinct, around 200-250 characters
3. Ditch superlatives and in some cases unnecessary adjectives, for example, sweeping countryside, beautiful brochures, high quality marketing communications solutions
4. Talk in a language that your target market uses
5. Keep revising until it is perfect
Meta keywords and meta description (meta tags) are two elements that most search engines use to rank pages. Others include page title, domain name, content, alt tags, h1 and h2 headers, and DMOZ listings, among others. Google apparently doesn’t even use keywords in its algorithm anymore.
Browsers to Web sites don’t actually see the meta keywords and meta description. Though they reside in the code, much like the web ‘page title’ and web ‘content’, they are not displayed within a web page or in the browser title bar (the meta description can sometimes be found in search engine results). They are, however, very important and should not be overlooked.
Like the other key areas of search engine marketing, page title and content, the keywords you place in the meta tags, both meta keywords and description, should be selected from a list you have drawn up from various sources (see ‘Search words').
Your meta keywords should also be checked on a regular basis to identify any modifications which would improve them. Site stats should help, in part, in this process but you also need to ensure that you are aware of the keywords people are typing in to search engines (see Word Tracker, Overture Suggestion Tool and Google Adwords Selection Tool) and of what your competitors (those with high rankings, obviously) are using on their Web site.
Top tips follow in Part 2
I have added some new details to my 'Tom Peters on the cheap' article regarding a FREE live seminar.
Think your blog has got what it takes to be 'Best of British'? Then, why not enter yourself for the Guardian Blog Awards 2003. Still not sure what a blog is? Well, try these articles out: Guardian Unlimited: What is a Blog? and a posting from Marketing Tom - 'Blog on!'
Keywords are THE critical element in achieving search engine success. Keywords are important not only in your meta information but also in your page title and content. These search words filter through to the following key areas: page title, meta information (keywords and description) and content. You may also want to bear in mind the fact that Google does appear to try and match search words with domain names.
I believe the key is to identify the search words that your target audience are using. If you can get into their mindset, and work out what they are likely to type when searching for a ‘product like yours’, then you’ve made some huge steps forward. Tools like Overture’s Suggestion Tool and Word Tracker, may well help to broaden your search word base; however, getting back to basics is as important.
You need to be asking yourself the following questions:
What words do my clients/partners/competitors use to identify my products? For example, mobile phones, religious books, rugby balls, etc
Are there any new buzz words around? For example, ‘Talk-time’, ‘pay-as-you-go’, ‘mobile devices’, ‘broadband’.
What words are my competitors (those ranked highly on search engines!) using? This is how you take a look at the meta keywords and description of your competitors - competitor meta information.
What about regional, cultural or language differences? E.g. elevator (US), lift (UK).
Should I be thinking of the bigger picture? For example, golf is a hobby/recreation but can be a corporate event; marketing is linked to business strategy but also has elements of tactics and promotions; computer chips have huge range of applications not just in a PC.
You may find it helps to list your information in a spreadsheet, placing words for different audiences into different columns.