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Advertising Using PPC Search Engines
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How to Master Google AdWords
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Generating a positive ROI from PPC
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Kyewords Importance and Uses
The first step in the area of search engine marketing (SEM) is to understand the relevance & importance of keywords. Keywords are the starting blocks of a successful SEM campaign.
So lets dig into this section of SEM (or specifically SEO, search engine optimization) by defining keywords & keyphrases.
KEYWORDS and KEYPHARASES Definition : site words or phrases which/that are matched with the search words or phrases of target audience using search engines are known as keywords and key phrases.
Importance of KEYWORDS and KEYPHARASES : Keywords and Keypharases are used to promote and market a website by improving search engine rankings.
Where to use KEYWORDS and KEYPHARASES for Offpage Optimization : The Keywords and keypharases are used as the anchor text to link to the site. Search engines specially google attach lot of importance to the anchor text hence if there is a keyword in it, the site gets promoted for that keyword.
The Keywords and keypharases are also used to advertise, promote and market site with PPC (pay per click) and PPI(pay per impression)
Where to use KEYWORDS and KEYPHARASES for Onpage Optimization : KEYWORDS and KEYPHARASES are generally used with HTML tags ( title tag, meta description tag, meta keywords tags, body tag , anchor tags, comment tags, heading tags, alt tags, table tags, form tags, list tags, formatting tags, frame tags, map tags, applet tags, etc.) and in url itself. Apart from this the keywords & key phrases are used in the text matter of the page.
These are also used to create KRPs (Keyword Rich Pages – where a specific KEYWORD and KEYPHARASE is repeated to get top ranking for that particular web page for a particular KEYWORD).
The strategy is to target one keyword or at maximum two, per page. Once these KRPs are produced it is easier to get these pages ranked with search engines. These pages then have links to other pages in the site & hence serve as the passage way for inviting in the surfer to investigate the site deeply. These Keyword rich optimized pages are also called ‘Doorway Pages.’
So lets start to introduce the keywords where they belong:
KEYWORDS and KEYPHARASES uses in THE PAGE TITLE :
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Page title is the first element that search spiders’ find on a web page and hence it stands to reason that the title of each page should be carefully crafted.
THE PAGE TITLE text is displayed by using ….. tags in the title bar of the web browser. As it is one of the most important element of the webpage therefore most important and essential KEYWORD AND KEYPHARASE (S) must be included in it. KEYWORDS and KEYPHARASES which are used in page title are used by search engines in their result listing and they are then used by the target audience as the hyperlink to
access the website from the search engine results page(SERP).
Keywords in a title is generally upto 60 characters or less including spaces. Google cutsoff title text after 60 characters when it is displayed in the SERPs. To achieve high ranking on the search engines the main keyword or phrase for the web page should appear should appear in the beginning of the title on the page. The page title tag carries significant weight in most search engine algorithms.
Example:
The page title “ keyword & kyphrases tutorial for search engine marketing “ uses keywords ( keyword , keyphrases, tutorial, search engine marketing)
These keywords and keypharases are dependent upon the domain, nature and objective of the web site.
KEYWORDS and KEYPHARASES uses in THE META TAGS :
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Meta Tags : Meta Tags are html text which describe information about the web page. In other words they provide data about data(web page content). Meta tags are invisible on the web page. They do not appear in browser window. To access them one has to select View menu and then select sourcece option from menu bar of browser Each meta tag has both a 'name' and a 'content' attribute.
In fact Meta tags are one of the first elements I look at, while assessing a competitor web site.
Meta tags are placed after the tag (position of Meta Tags is not fixed. If you put Meta tags elsewhere the page will not suffer).
The purpose of using the meta tag is to add relevant keywords that could be used by search engines while indexing a page.
example
Keyword and description meta tags can hold up to 1000 characters . Keyword and description meta tags should not repeat same keyword more than seven times otherwise some search engines will regard this as spam. It is better to avoid those keywords and phrases that have nothing to do with the page although search engines do not punish pages that include keywords that cannot be found elsewhere on the page.
As you can see we have chosen not to include commas. The search engines don't mind and it opens up for new keyword combinations. "search engine optimization techniques" includes no less than eight keyword or keyword phrases, including "search engine" and "optimization techniques".
About the Author
Vikas Malhotra is a successful Internet marketer utilizing both pay-per-click marketing and search engine optimization to increase website traffic. To learn more, visit http://sem.mosaic-service.com
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