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How much sense does It make to develop business 2 business or consumer Keywords that are seldom used?

There are two Online schools of thought here. One SEO School says that the keywords selected to be used throughout the website should be the least competitive keywords and misspellings included, so it is much more likely to be found in the search results. The other SEO School says to develop the natural keywords throughout the website along with logical variations of keyword phrases including plural uses of the keyword and various tenses using proper writing syntax and grammar.

If we follow the first SEO School, a website may start showing up in the top results for very seldom searched for keyword phrases. While in the other SEO School, because of the numbers of pages with the same keywords, web pages are less likely to show up due to excessive competition.

Natural Language Writing vs Keyword Search Variations

Actually, I believe that both are right and both are wrong. First and foremost, I believe the emphasis should be on natural language writing and logical uses of the keywords. This will no doubt require extensive research, reading, and writing of quality content. It will certainly take an extended period of time to make a marketing impact in the various keyword market segments. At the same time, it is important to also develop other lesser used variations of those keywords and keyword phrases to help establish an online site theme or a type of Internet marketing trend in what a website is about.

Search Engine Optimization Shortcuts

SEOs have used extensive Black Hat search engine shortcut tactics in the past for getting a website to the top of the search results. As search engine algorithms have improved, these black hat optimization tactics are becoming less effective. The emphasis today should be on developing good content, proper link building throughout the website, proper titles and meta tags, ethical search engine optimization strategies, unique marketing and advertising messages, and certainly strategic link building with various related topics and websites.

Measuring Search Engine Software Algorithms

No search engine company is going to come out and tell you exactly what is required to get your web page or website up to the top in the search engine results. First off, every search engine company on the Internet wants to have the best results possible. If a search engine tells you exactly what to do, then everyone would try to do the exact same thing. There are a multitude of variables that are factors in attaining top standing in the results. We can not control what Google, Yahoo, or MSN do in their algorithms. So, what we can control is the content and layout of websites under our control.

Relevant Information For Search Engines and Users

The number one goal of any website should be to provide quality content to get found online. Algorithms and software improvements at the Search Engines have made great strides in evaluating keywords throughout the page and site, along with Natural Language Processing (NLP), Text Analysis, and Automatic Classification Systems are some of the key areas for establishing what a website is all about. The days of just pasting a whole bunch of keywords over the entire page or hiding the keywords in the underlying html code to get a website in the top search results is all but over. Sure, there still are websites in the search results list that do this type of hiding of keywords, but that is only because other parts of the software algorithms might give higher Page Rank [Google PageRank™] to these pages based on the number of pages that link to them on the Internet.

Developing a Keyword Search Engine

It becomes exceedingly difficult for Search Engines to say how much is too much for certain types of keywords in the body text. There are an infinite number of variables for establishing the density of a keyword. Certainly, the difficulty becomes even greater when one considers the use of certain words having different meanings for different industries. Then there is the aspect of how the word is used in the context of the text itself. Natural Language Writing has different styles, such as Argumentative, Narrative, Enunciative, and Descriptive Styles; along with different uses of grammar and even the proper spelling and even misspellings can significantly alter how a search engine responds to the classification and Keyword Density of the page.

Additional Factors in Keyword Analysis

Search Algorithms need to be able to filter through all of the other words in a website. Every single word that is placed on a web page can have some degree of influence over the whole of the page and even the website itself. Simple words like: them, your, you, it, or, AND even and, need to be filtered and evaluated. Too many uses of those words in the web page can throw off the algorithm. Relationships exist between all words. The proximity of the Online words relative to each other, will also influence the software algorithms of what the page is about (See Keyword Graph.) Writing on the Web has to be tightened up and more focused toward subject matter to become successful in establishing new pages online, especially when it comes to the highly competitive Internet keywords.

Capitalization, Bold Text, Font Size, Font Placement

To grasp the degree of difficultly that Search Engines face in cataloging a website is to consider what needs to be analyzed from their perspective. By somewhat of a Reverse Engineering Marketing aspect we can gain insight into what is looked at for establishing the ranking in the search engine results. Capitalization, bold text, font size, and font placement are all factors in page analysis. For example: as Google Search algorithms have improved and certainly expanded over time to include other website factors, the weight factor given to each of these variables has changed slightly and in some instances drastically.

Search Engines and the Learning Curve

I believe that we are all on a learning curve. Search engines are continually learning about the World Wide Web by constantly traveling the Net with their Robots that catalog the pages. Then with analysis software, the companies can determine the so-called Mean, Mode, and Median of any particular criteria within the page or search results they wish to analyze. With such analysis, they then can tighten or loosen a set of parameters to slightly change or drastically change the results. Every update to a search engine algorithm in-turn creates a new round of learning by all the SEO Webmasters of the world. Through this type of online school teaching, the SEO is constantly being trained toward better content writing and layout quality. The whole of search is also trained, because as creativity and new technology are implemented into websites, along with the popularity of other types of online content sites, the search companies can continue to upgrade and improve their algorithms to reflect these new changes.

Professional Web Services, Inc., is a SEO strategy, Internet marketing services, online advertising strategies, and a Web branding solutions company. Contact us today for Search Engine Internet Marketing Services for your B2B or B2C business.

Article by: Jim Warholic

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Labels: Internet Marketing, Keywords, Search Algorithms, Search Engine Optimization, Search Engines, SEO, Website

  

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Internet Marketing Viewpoints
By: James A. Warholic

Strategic Marketing
Strategic marketing involves deciding what links to place on your home page.

Is your business a household branded name image like Google, Yahoo, or MSN? Maybe it is, maybe it isn’t.

Making a decision of what information and links to place on your home page definitely involves a lot of marketing strategy, search engines commonsense, and an innate wisdom of understanding your business role on the Internet.

First off Google makes a decision on what to place on their home page with the understanding that their brand name is already getting a lot of household recognition. It is not like people have to go searching and shopping for google.com in another search engine for the site to show up in the results. Most people either have it bookmarked, in their favorites, stored on a browser tool bar, side bar, set up as their own customized home page, or simply type it into the browser to go to the website.

Once on the Google home page the most important items for Google are placed on the home page and recently have become customizable. Their decision of what goes here is based on a marketing strategy in which they understand their role on the Internet. Yahoo and MSN make their own decisions based on their roles on the Internet. Black and white comparisons of your business website to Google, Yahoo, or MSN without taking into account the full brand name realization and role that your business has online would be very foolish.

Marketing Experts

Many seasoned marketing experts, but not necessarily search engine marketing experts, talk about having a home page like Google for your business. If you are another household name like Google, then that might be the way to go. However, the majority of websites online are some variation of a B2B, B2C, or C2C businesses or personal sites with many different aspects to consider when deciding what links and information to place on the home page.

Take a look at e-bay.com. At any particular time there are well over 150 links on their home page. How much sense would it make to only have 7 to 15 links on a website like this?

When people go to eBay they expect to look for, or list certain items for bid. It really is helpful to have a logical word link on their home page to take an individual to whatever subject matter they would like to see. When a list of categories are displayed it can actually help spur an individual’s mind into action. eBay recognizes their branded role on the Internet as being a place where people can buy and sell items online.

Google vs. eBay

Consider both Google and eBay as quite unique in their different approaches. Both of these companies are well known for different reasons. Google has a brand name image of a search engine first and foremost. Their idea is to catalog the world’s information and put it at the fingertips of the consumer, business, and research searcher. eBay on the other hand is a place first and foremost where people place items for sale and others can bid on the items. Certainly both of these companies could develop products or services that are similar. In fact, Google has recently come out with Google Base, a place to list items for sale, share information online, or even post employment ads. eBay could get into the search engine business if they wanted; similar to Amazon coming out with A9 Search. In that particular case, the company would have to rethink the logistics of how many links to place on the home page of the search division. Each one of these companies have probably invested into market research to decide on what is placed on the home page. As the examples show, each company came up with a different marketing solution.

Marketing Your Online Business Identity Brand

Is your business a one product or service company? If the answer is yes, then having less links and text writing on the home page would make sense. However, if a company is multifaceted, and offers a multitude of products and services, it will require much more in the way of a body text description and links within the home page to portray the product or services information to a potential new customer.

Customers may see your business in a different light than you see your business. If certain B2B or B2C businesses try to portray themselves within a very narrow market spectrum this might be alienating a whole sub sector of the market place that views certain products or services by a different adapted application of a product sold. Likewise, describing a company very narrowly on the home page may be creating this situation of alienation. Most companies will not realize the alienation imparted because they will be leaving out an extensive collection of keywords for the search engines to find from their website and thus will simply not show up in the Search Engine Results. These businesses may not realize the different adopted keywords that might be used by certain business sectors simply because they failed to do the research. The amount of information in the home page does not tell the whole story.

Website Is A Folder Of Information

A website is not a book. It is a folder of information. A search engine catalogs the information and through the search engine algorithms places one or two pages into the search engine results pages for pertinent data. When a searcher online is looking for the specific keyword data that resides in the pages, a specific page will be displayed in the results. If the search algorithm selects a specific page in which the likelihood of it being relative to the search query then it will be displayed. The likelihood of a specific page being displayed in the results for keywords not included in the body text is less likely than if the keywords are included in the text. For that reason alone, it is imperative to use the appropriate keywords throughout the site. That is not saying that every page should have the same keywords but pages that talk about specific topics should include related keywords and phrases for the topic at hand.

Since a search engine does not necessarily display the home page when a search is conducted online, it is important to understand that someone will more than likely enter a website through a number of pages in the website itself. If your business website includes an extensive collection of information, multiple products and services, or manufacturing and technology equipment used to fabricate a wide product variety then it is extremely important to build the website using all of the phrases related to your industry or industries.

Marketing Strategy

So, if your idea is to have a very narrow marketing strategy, into a very narrow market segment then do not include a lot of information on your home page. On the other hand, if you want to expand market reach, obtain more sales leads, and grow your business with new products or services provided, then it is much more important to develop the home page to try and represent these things as concisely as possible but to use industry specific terms for the search engines to find you. In my book, especially for businesses looking to expand market share it is important to develop the entire website to build on the information available. Only then, will pages start showing up in other search engine results.

Each business needs to ask the same questions. Who is my target audience? What am I trying to say? What is the best way of saying it? The answers for each of these are going to be different for every single company. This is stepping out of the written business plan environment and succinctly stating what your business is about on the Internet. For some businesses this will continue to evolve and for many businesses it will need to be continually updated and adjusted as prevailing market trends and conditions change or the company continues to expand into other fields of interest.

So, the comparison of the number of links to Google or eBay vs. another B2B, B2C, or C2C business website is not the correct comparison when taking everything into account. Each particular website has its own set of variables for deciding what information should be placed online.

Inside Outside Strategic Marketing Evaluation

The only way an evaluation comparison can be done is to take a look at the business as a whole from both the inside as well as the outside. Looking at a business strictly from the outside, may produce a skewed strategic marketing evaluation. The process of developing, maintaining, and adding to a website will require significant research, understanding of the different business variables, interviewing and spending time with the principal owners, managers, and sales people of the company, and maybe even research into the type of customer and engineers that are targeted, along with obtaining an understanding of the products, services, and equipment provided to all of the various industries.

Professional Web Services, Inc.
James A. Warholic
Strategic Marketing
Internet Marketing Services, Online Advertising Strategies, Search Engine Optimization, AdWords Management, Website Branding Solutions, To Provide More Sales For You. Providing Services, Strategies, And Solutions For B2B, B2C, and C2C.

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How do you reach new customers, new market segments, and increase your business exposure?

Answer: With a cost effective strategic marketing and advertising plan.

During the latter days of the twentieth century manufacturing in the United States was going gang busters. Electronics circuit board manufacturing was on a boom. Circuit board companies couldn't build the PCBs fast enough to supply the demand for all types of products. Circuit board drilling equipment was a year on backorder. Cisco Systems was building routers and switches like there was no tomorrow. Telecommunications companies were putting in their own fiber optic cables and with the dot com build-up it looked as though the growth curve would keep going. Everything was going terrific. Then the world hit Y2K which was certainly big hype but turned out to be nothing more than a little whimper. Computer programmers did their jobs before the roll-over date appeared and fixed the problems before they occurred. However, there was another problem that was unseen by a large majority of people and it affected the world as we know it.

The World As We Know It

Now it takes a 14K Gold, Internet Marketing and Online Advertising plan to get your business found globally. The days of thinking one dimensional are over. It takes a concerted creative marketing and advertising effort to reach those customers that are Internet mining for the product or services you provide.

What Sets Your Business Apart?

Think about the facts. Millions and billions of web pages are being published annually. Many of those pages have the keyword terms that your business uses. A number of those terms crossover to other areas online. Words can have multiple meanings. Usages of those words can be different for different people. Engineers can use a certain set of terms while the sales and marketing departments can use another set of terms to explain the same thing. So, how is your business going to capture your target audience?

Targeting The Keywords For Your Target Audience

The following question should always be asked before your even begin to try and do something with your website. Who is your target audience? Answering that one question is the most important foundational aspect when setting up a website. After that is answered then it is equally important to understand the lingo of how your target audience speaks. It may very well be that you are saying all the right words but not in their technical or non-technical language. If you are not talking their language then you can forget anyone finding you online for who you are targeting.

The 14K Gold Internet Marketing Plan

Professional Web Services, Inc., has the Internet marketing background, a creative online advertising style, a web branding solution that can propel your business on the Internet to capture new leads, provide quality prospects, increase sales for your business, and most of all improve the bottom line. Allow us to help your customers find you on line. (Mining for Data)

Article by: Jim Warholic

Labels: Business, Internet Marketing, Keywords, Marketing Plan, Marketing Strategies, Niche Markets

  

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