FACT: Search listings are more than 6 times more effective
than banner ads in generating consumer online purchases, and almost
8 times more effective than tile ads.
FACT: Search listings are more effective in generating
online purchases than ALL OTHER METHODS COMBINED, including banner
ads and tile ads.
FACT: Search listings also work better than banners ads
and tile ads with regard to brand recall and favorable opinion.
FACT: People are more likely to search using multiple keywords
than a single keyword. The trend for using multiple keywords is
on the rise too, which means you want specific queries *and* more
flexible related queries, based on your site's content, to pull
up your listing. - from whatUseek.com
Search engines and directories will use visible and hidden information
on your web pages to categorize your site. There are four sections
that need to be correlated in order to achieve good ranking in
a search, they are:
1. Your META Keywords (hidden)
2. META Description (hidden, except when at a search site)
3. Page Title (visible at the top of the browser window)
4. Actual Page Text (visible)
First, assemble a list of good keywords (up to about 30) relating
to your products or services on the page youd like to submit.
Use words that you believe people will search for you with, for
instance if you sell dog supplies, your list may look something
Next, (lets say you have a huge selection of chew toys
& pet brushes) arrange these words in descending order of
Using this list you are now able to write your page description
(which will be visible under your link in a search engine or directory),
use as many keywords as possible and keep the description 20 or
under words, for instance:
DogsRUs: huge selection of DOG and PUPPY CHEW TOYS and PET
BRUSHES, nutritious PET FOOD and natural FLEA COLLARS. (19
words, 50% keywords)
It is possible to get that keyword percentage up much higher,
be creative, get rid of as many a, an, of, but etc.
as possible, make the writing dense and tight. (It is not necessary
to capitalize the keywords, this is just done for illustration.)
Now think about a title to go at the top of the browser window
(limit this to 5-8 words), in this case it may be:
DogsRUs Dog and Puppy Chew Toys, Pet Brushes
Finally, draft text for the page (that will be visible to your
visitors) that again uses these keywords in sentences and paragraphs.
Weight your most important keywords near the top of the document,
Welcome to DogsRUs!
DogsRUs, established in 1990, carries a huge selection
of dog and puppy supplies, chew toys and pet brushes. We are
continually expanding our inventory to give our clients several
nutritious dog food choices and all natural, non-toxic flea
collars. Our puppy chew toys help develop strong teeth and our
adult dog brushes really make their coats shine....Etc.
You may notice that the words dog, puppy, chew, toy and
brushes are repeated several times. This is ok and should
help ranking provided you dont overdo it or place the words
too close together in the paragraph. Search engines will notice
if you repeat words too many times in succession and penalize
you for it, or in some extreme cases, disallow your site all together.
One last thing, why not apply this technique to every page in
the site? Every one of your pages will have unique paragraphs
and words and items on it, so why not optimize each of them for
good ranking? This offers multiple entrances to your site and
increases the likelihood of being found. Composing these META
tags and descriptions does take some time, but if think of it
as a little game, its kind of fun - it will really pay off
in the end.
As usual, for a fee we are happy to create these types of compositions
if you wish. If you have any questions about this document, send
us an e-mail (woof!)
For more information on search engine rankings, please visit
Danny Sullivan's Search