Promotional content is the invisible content in the various recesses of aWeb page. This type of content is used by search engines and directories toproperly categorize your site and its pages during indexing.--- Site Title ---The title is the first thing a search engine displays as a result of asearch. This makes it imperative that the title contains something readableand descriptive. Do not place a bunch of redundant terms in yourtitle---make sure that the title can be read as a sentence. If the readercannot understand the meaning of the title, then chances are they will notvisit your site.Once you create your page title, place it once within the header of the pageusing the tags. Many marketers will place their title asmany as five to ten times within the header of their page! This is good inthat your relevance increases from the number of keywords; however, thisrepetitive approach is poor netiquette and is usually not accepted by mostsearch engines.--- META Tags ---Meta Tags are information fields located in the header of a Web page. Thesetags store information about your browser, keywords, site description, andauthoring information. The two main Meta Tags are "description" and"keywords." The "description" tag contains a short description of your pagewhile the "keywords" tag contains a search keyword list for your page.These two Meta Tags are used by search engines to index your site and arecritical elements of every Web page. When your site is indexed, users canenter search topics into the search engine to locate your site based onthese two tags.The Meta Tags should look like this in the of your Web page:To ensure the proper indexing of your page, you will have to devise acontent scheme that targets numerous types of search engines. Note thatdifferent search engines will index your site in different ways, dependingon the content. For instance, the following list provides information on thedifferent ways that search engines can index your site:* Some search engines look for an agreement between the description,keyword, title, and body.* Some search engines use only the information located in the first line ofthe body of the page.* Some search engines use a combination of the Meta Tags and the bodydu lịch bắc kinh content to weight your page based upon consistency.Obviously, you would want to maintain a consistent content and stylethroughout your page. It is important, however, to learn how the differenttypes of search engines work to have your page properly positioned in thelists.--- Hidden Form Fields ---Once you've developed the keywords for your site, you'll find that you stillhave over a dozen or so discarded phrases and words that are relevant toyour page. Your Meta Tags are probably filled to the maximum 255 characterlimit and that the first line of your page body is a graphic and contains nopertinent text. Forcing any of these additional phrases and keywords intothe page can get you rejected from several search engines for "keywordstuffing," described below.These types of dilemmas are quite common for many Web page developers, butthe solution is simple: a hidden form field. This form field is identical toevery other form field (e.g. input fields, radio buttons, check boxes,etc.), however, it cannot be seen thành phố bắc kinh on the page in a browser.The hidden form fields go in the body of the Web page and look like thefollowing:Many search engines will recognize hidden form fields and use theinformation to index your site in the same manner as they would standardtext in the body of your page. Some search engines ignore such fields,however, it is important to create pages that are acceptable across allsearch engines.Hidden form fields can be used as the first line of text in your Web pageand should reside in your page before any other content. The reason for thisplacement is that most search engines will only use the first 2,048characters in a document. With hidden form fields, you can still get thoseextra keywords into your document without forfeiting space and layout.--- Keywords ---Keywords are one of the more important elements of a Web page since theydescribe the page to which they belong. The keywords that you select foryour site must be relevant to the page as well as frequently used within thepage's content.Relevant keywords provide a better position in a search engine for yourtarget market. For instance, if your site is specific to a new piece offinancial software, it's important to stress the keywords that best describethe general and specific characteristics of the software. If someoneperforms a search for "automobile" and your site appears, it's certain thatyou will get a few users. The problem is that these users will do you nogood since they are interested in another topic.Obviously, if you're selling some product that's important to a wide rangeof markets, then nearly any choice of keywords would be relevant to yoursite. The point is that you want to ensure that you're bringing in onlythose users that are interested in what your site has to offer. In this way,you are maximizing your marketing effort.The following rules may not make sense immediately, however, by followingthem, you're sure to increase your search engine position as well as thenumber of hits your site receives:* Plural Form of KeywordsWhen a user performs a search, it's unlikely that they will enter a searchterm that exactly matches the keywords you selected for your site. In somecases, the user will enter the singular form of a keyword and in others,they may enter the plural form. It's essential to capture both forms of akeyword to maximize your exposure!* Repeat Important KeywordsIn the days of old, we could repeat a keyword numerous times to increase therelevancy of a site in a search engine. This repetition allowed sites to beplaced higher in the search engine's list so that the user would see thatsite first. Today, search engines filter out those sites that over-repeatkeywords. It's best to repeat the most important keywords no more than twiceto increase your relevancy without being eliminated.* Diversify Keyword MeaningsAssume that every user has a different vocabulary--some users say "book"while others may say "publication" or "document." Each word refers to thesame thing, however, unless your keywords are properly selected, you mayonly get one-third of your potential hits! When devising your keywordscheme, take into account the different forms of a given keyword. Create thekeywords important to your site in such a way that, regardless of the searchterms used by a user, your site will appear in the results list.* Keyword VariationsConsider the fact that users will not enter the keywords into a searchengine the same way every time. For instance, some users may enter "realtime software" while others may enter "real-time software" or "realtimesoftware." Think about the keyword variations to ensure the capture of asmany users as possible. Also, consider common misspellings of keywords. Iknow many intelligent individuals who tend to misspell certain words becauseof the phonetic spelling of the word---consider "eves" and "eaves." If auser consistently misspells such a word and you happen to sell plant hangersfor under eaves, you might lose potential clients.* Keyword Combinations and PhrasesSome search engines will only take the first 255 characters of a keywordlist, while others accept a nearly unlimited list of keywords. The problemis that you must target the 255-character limitation to be accepted by asmany search engines as possible. One method to accommodate the keyword listlimitation is to use phrases that best describe the page. For instance, Icould use "ebook marketing" as a phrase that could be found with severalcombinations of search topics in a search engine. Another method is toensure that the most relevant keywords are located at the front of thekeyword list---even with a 255-character limitation, the most importantkeywords are accepted.--- Keyword Selection ---Your objective is to attract as many relevant visits to your site aspossible. With that in mind, you will have to select keywords that arecommonly used by users and that are relevant to your site.You can easily attract users by entering such keywords as "naked women,adult, sex, ..." into your keyword list. Since these are some of the mostsearched-for keywords, I can guarantee that your site will get hits. Do youthink that someone searching for pornography is going to spend very muchtime on your page? The problem here is that you will be attracting peoplewho won't provide a relevant hit to your site. This tactic wastes bandwidth,time, and money.--- Developing Keyword Lists ---Using the information we've reviewed, let's look at creating a keyword listfor a page. This is actually a more difficult task then creating the pageitself since you must determine the best keywords that describe your page.To begin this task, let's ask ourselves: "how would people begin to searchfor a site like mine?"Immediately, you could come up with about three-dozen keywords to place in akeyword list, however, many of the keywords that you think are relevant mayturn out to be useless. Think about how you perform searches for certaininformation and apply that experience to the selection of keywords for yourpage. You'll find that the time taken to create a good keyword list will bemost beneficial.The best way to weed out useless keywords is to use the steps outlined inthe following list. These steps are proven and have worked on several sitesI've marketed.* Create an exhaustive list of words that describe your site.* Review and eliminate words that are least descriptive or redundant.* Create plural versions of words without altering their form.* Consider and note misspelling variations.* Combine words into phases.* Eliminate duplicate phrases.* Eliminate phrases with words duplicated in other phrases.* Check for other words or phrases that can diversify the list.* Create a comma-delimited list of all phrases and remaining words.* Move and order the most relevant words to the front of the list.* Duplicate the four more important words and phrases twice.* Ask an associate to review the words and phrases.* Ask an associate to edit the list based on their search preferences.* Clean up and limit the list to 255 characters.* Perform searches using your keywords to locate other relevant sites.* Go to these sites to see how they created their keyword list.

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