Some website owners are more frustrated about Google optimization than for other search engines. They feel it is harder to perform search engine optimization for Google.

Whether you are making direct sales from your website or sales lead generation (or both), optimizing for Google doesn’t need to be that hard.

In fact, in time you may find it easier to perform SEO for Google than for other search engines.

Remember That Google Is Much Smarter Than The Other Search Engines

Since Google is more intelligent, you have to treat them differently.

If you’re trying to spam them, their intelligence is going to be a problem for you. If you’re playing by the rules and providing valuable content for searchers, then you should have no problem.

What Google wants is valuable content that satisfies their users’ search queries. They want searchers to find what they’re looking for, not clicking the back button quickly, but who stay on the sites they visit.

There are some in the SEO community who believe time your visitors spent on your site is one of the calculations Google uses right now in their algorithm to assign organic rankings.

Whether this is the case or not is really irrelevant: we should all want to deliver quality content that meets our searchers query, keeps them on our sites and that leads to a conversion, a sale or sales lead generation.

Are You Optimizing For Yahoo! Search And Bing, Too?

With Yahoo! Search and Bing (formerly Live Search and previously MSN) you need to have the keyword phrase you optimize for on the page. There may be some exceptions, but this is a solid rule to follow.

The order of the keywords makes a difference with them, too.

As an example, with Google, Blue Widget and Widget Blue are treated the same way. Not so with Yahoo! and Live, they are treated as completely different search phrases.

Given the very high market share that Google has, you may want to just optimize for Google and not Yahoo! or Live. After all, depending on whose numbers you’re looking at, Google’s market share is basically 60% to 70% of all U.S. searches!

(And there are hundreds of other much smaller search engines, with such small market shares that they aren’t normally worth worrying about.)

But if you decide to also optimize for Yahoo! Search and for Live Search, then you will likely have to create more pages, to cover all your keyword phrases.

So, as you create more pages for your keywords, you clutter up the Internet, unless those pages are really unique, valuable content.

And then there is that duplicate content filter that Google has…you don’t want to run afoul of that.

If you do optimize for the other engines, unless the additional content is very unique, you might be advised to keep Google out of those pages (using your robots.txt file).

Knowing That Google Is More Intelligent, How Do We Optimize Differently For Google?

With Google’s use of LSI (Latent Semantic Indexing), your pages do NOT actually have to contain the keyword phrase(s) you’re optimizing for. But your pages had better contain words strongly related to your chosen keyword phrases.

In fact, it is common to see high ranking pages where the keyword phrase isn’t in any of the HTML tags and where it also isn’t in the page text, either. Common keyword density numbers for top ranking pages in Google range from 30% all the way down to 0% keyword density.

Why is this and how do we benefit performing Google optimization?

Google is smart enough to understand similar words and phrases (now is when we get to use that word Synonym from English class). Thus, the actual keyword phrase doesn’t have to be on the page. But words related to the same theme as your keyword phrases need to be on the page.

But if our keywords don’t actually have to be on the page for Google to understand the page is about our subject (our keyword phrases), how does Google make that determination?

Off-Page SEO Is The Key To Your Google Optimization And To Your Sales Lead Generation

The links from other websites to your Web pages and what these links say about your pages is the KEY to optimizing for Google. Remember, links need to be pointed towards your interior pages, not just to your home page.

And those links need anchor text.

Anchor text is the wording that people click on to go to your Web page, when the actual link doesn’t show your website url (and file name, if going to an interior page).

Anchor text tells Google (and to a lesser degree, other search engines) what your Web page is about.

Even if the actual keyword phrases aren’t used on your page, the theme of the page text should match the anchor text pointed to that page. You want the wording to be compatible and complimentary.

You don’t want to confuse Google as to your pages’ themes. That can cause real problems.

Quantity Versus Quality

When considering links to your Web pages, quantity is important. You will have to research your competition to give you an idea as to the number of links you may need.

Two tools you can look into are SEO Elite and OptiLink.

But MUCH more important is the quality of your links. The better quality your links, the fewer you will need versus your competition.

Part of how you can evaluate quality of potential links to your site is that site’s home page Google Page Rank.

Now, Google Page Rank is on a page-basis, not a site-wide basis. But the home page Page Rank can tell you if Google considers that site to be an “authority site”.

You can install the free Google toolbar if you haven’t already and activate the Page Rank feature. While the information is literally months old, it’s the easiest way to view a page’s Page Rank.

You want some links to your site from websites with a home page Google Page Rank of at least 5.

One thing you do want to watch: Don’t have to high a percentage of your links containing the same anchor text. Aim for no more than 50% of your anchor text to any page being the same exact anchor text.

Wrapping It Up

For effective Google optimization, start by pointing enough quality links to your Web pages. One-way links are much more effective than reciprocal links, where you link back to the site that has linked to you.

Stay away from triangulated or 3-way links schemes. This is where site A links to site B which in turn links to site C. This is a “no-no” which Google can catch and will penalize for.

Use your keywords as anchor text for your links. Hold down the percentage…don’t have 70% of your links to one page using the same exact anchor text!

Even if you don’t have the keyword phrases on your page, you can still have top rankings, as long as your links’ theme matches your Web page content those links are aimed at.

Following this strategy, you can also optimize your pages for more than one keyword phrase. And without creating dozens and dozens of junk pages, just to cover all your keywords.

You’ll be able to increase your online sales and your sales lead generation, more easily

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Social media optimization is a way for organizations and individuals to generate publicity through social networking tools like Twitter and LinkedIn, online communities like Facebook, and automated tools like TwitterFeed and Ping.fm. The term “social media optimization” was originally coined by SEO consultant extraordinaire, Rohit Bhargava, the senior vice president of Ogilvy 360 Digital Influence and author of the Influential Marketing Blog. (Bhargava’s work was so groundbreaking, Jeremiah Owyang, another social media optimization expert, even dovetailed a few of his own rules to the original work.)

Social media optimization is basically a way to promote your blog, website, or even your company’s brand, through social media, without being obnoxious or overtly commercial. Sure, you can blanket sites like Twitter with “Want to lose weight? Download my free report, ‘19 Ways to Lose Weight Fast’” repeatedly, or brag about your latest affiliate paycheck, but that’s not going to get you any followers. At least none worth talking to.

Bhargava terms these people”Twankers” (people who use Twitter for one-way broadcasts about their own greatness) and “Twidiots” (people who only tweet insignificant things like their latest press release or what they had for breakfast). If you’re just having one-way conversations and telling people about the minor, mundane details of your company, you’re not providing any value, and your SMO efforts will be wasted.

Whether you are an SEO consultant or you are new to social media marketing, there are a few rules you need to follow in order to be effective. Bhargava’s five rules of social media optimization included important things like increasing your linkability, helping your content travel, and encouraging the mash up. To that, we would add our own four rules.

• Focus on a few networks, not many. Many social media optimization beginners make the mistake of joining as many social networks as they can, and getting a few followers in each. The problem is you’re getting 10 or 20 followers in 10 networks, rather than 400 or 500 in 2 networks. If you take this narrow route, chances are you will attract the same followers in each one.
• Find people in allied fields, not just your own, to improve your social media optimization. Think referrals, not customers. If you’re in the financial services industry, don’t just focus on finding people who need to invest. Connect with people who can refer those same people to you, like lawyers, real estate agents, bankers, and anyone else who has clients who will need the financial services you offer.
• Provide real value to others. Telling people how they can earn money while they sleep, or “Lose Weight Fast!!!” is not valuable. Steering people to a site that features recipes for people who are trying a low-carb diet, or writing a blog post about the top three fat-burning foods is valuable social media optimization. Refer people to helpful websites, even if they’re not your own. And don’t be nervous about asking questions of your own. It makes you look like a real person, and not just a know-it-all.
• Commit to a social media optimization program for the long haul. It’s not enough to just use it a few times and be done with it. This is an ongoing process. You wouldn’t take the time to cultivate a new friend and then never hang out with them, would you? Some of these contacts will become your friends online. Ignore them, and you’ll waste all the effort you put into your social media optimization and developing those relationships. Remember, social media marketing is actually about building real relationships, not just broadcasting one-way information. That’s what a TV is for.

By starting a social media optimization program, you’ll accomplish two things: 1) You’ll become a thought leader in your chosen field, and 2) your expertise will lead to more and bigger clients or job opportunities.

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With today’s website tracking software and services you can find out a lot about the people who visit your website. You can learn where they’re from, what kind of browser they’re using, how long they stayed on your site, and a whole lot more. But what all this high tech intelligence won’t tell you is what kind of people they are, and how likely they are to be transformed by your Web presentation from viewers to customers.

Your ability to convert website visitors into clients depends on your ability to find the soft underbelly of their subconscious desire. After all, if someone is happy with what they’ve already got, they don’t need you, but if they were truly one hundred percent happy, they wouldn’t bother coming to your website. Therefore every visitor that comes to your site is a potential client whether they know it or not.

The Setup’s The Thing

Your website presentation has to find that annoying little subconscious scab just under the surface and pick at it until it becomes a full blown irritation that fosters discontent and a desire for change. That discontent is your opening to make your value statement.

We refer to this process as The Setup. Like any good presentation you cannot, or rather should not, just blurt out how great you are, but rather you have to set the scene. Like any good story, the punch line, moral, or payoff only works if it is properly setup. Far too many website presentations suffer from premature pitch climax.

The ability to transform viewers into customers requires patience. Entrepreneurial companies tend to view the setup as a waste of time, and they fear losing viewers before they ever get to the so-called “good-stuff.” But without a proper setup, an audience is just not primed to accept what you have to say.

You can’t sell anybody anything unless they understand they’ve not been getting everything they need and deserve. That understanding creates dissatisfaction with your competition and opens the audience’s minds to what you have to offer. In short, the setup needs to touch a psychological nerve.

The Customer Is Always Right – Not Quite

We’ve all heard the expression, “the customer is always right.” The fact is the customer is not always right, and in many cases they don’t really know what they want or what they should have; and sometimes even when they do, they resist it because of a variety of misinformation, misunderstanding, self-doubt, and preconceived notions of conventional wisdom. It’s your website presentation’s job to set visitors on the right path.

Being The Expert Inspires Confidence

You’re supposed to be the expert in what you do, and if you are, you need to have the ability to dig deeper into what people really want, need, and desire. I am always reminded of friends of mine who hired an interior decorator to furnish their new home. The decorator asked them what kind of furniture they liked. They answered that they were looking for Colonial, to which the decorator answered, “No you aren’t. What you want is Country French.” And after he showed my friends what he was talking about they quickly agreed. The decorator knew his business and understood the clients. Yes the clients liked the idea of the homey Colonial look they’d seen, but not being furniture experts they didn’t understand what the options were, and what kind of furniture best suited their lifestyle and budget, while still providing the homey rustic but comfortable aesthetic they wanted. Customer satisfaction is about providing what the client really wants and not necessarily what they say they want.

Learn How To Communicate So Audiences Get It

Let’s face it; we all like to read about how the digital revolution has opened up the business world to more audience influence, but the fact is people are influenced and manipulated and desires created through marketing and advertising as much as ever. How many website owners actually benefit in any meaningful way from social networking and search optimization, or do they do it because it’s expected and promoted by proponents as the tactic du jour.

If you think a particular song you like is played on a thousand radio stations because it’s good, or even because it has a following then you are living in a fantasy world. If you thing the vast majority of viral videos produced by corporations go viral all by themselves then think again.

Audiences are being manipulated and transformed into customers all the time, not because companies responded to what the public says, but rather to how the public reacts to various communication and marketing stimuli. What’s truly amazing is how bad companies are at doing it. With all of the television industries’ research into viewers, they still fail to deliver consistent quality programming that people want to watch. Every Fall new shows are yanked faster than a Nolan Ryan fastball, but the same crappy commercials live-on for what seems an eternity. Television viewers are a captive audience and if they want to watch their favorite show they have to tolerate the commercials (PVRs aside), but the Web is different. If your website presentation stinks, nobody is going to stick around to absorb the smell.

Web Television Convergence Has Arrived

If you think of your website presentation as nothing more than a digital brochure, you’re already behind the curve. Welcome to the Web on TV.

All you need is a laptop computer or one of the new gaming consoles attached to your big screen TV to access the Web on television. And as network programmers scramble to get their acts together more and more people are opting to spend their television time on the Web. Kind of makes you rethink what kind of website presentation you should be offering. It’s time to start thinking of your website as your own business channel and the content on it as programming. It’s the future and it’s here, now.

Who Visits Your Website?

Before website visitors can be transformed into clients, we have to understand who they are in terms of their mental outlook or frame of mind when they first arrive at your home page.

1. Accidental Tourists

Accidental Tourists are website visitors who find their way to your website by serendipity. Your company’s link may have come up in a search for something mentioned on your website, but not something that’s a core element of your business. But just because these people didn’t really intend to visit a site like yours doesn’t mean they’re a waste of time. Perhaps they never thought of using your product or service, or perhaps they never realized how much they really wanted what you have to offer. If your website presentation is exciting, meaningful, and entertaining you at least have the opportunity to plant the seed of desire for your product or service.

2. Brain Pickers

Brain Pickers show up at your site with little intention to buy anything, in fact they’re there to pick your brain and find out how to do what you do for themselves. But if you’re truly an expert at what you do, you at least have the opportunity to show these people that what you offer is special, and doing it right requires a company with your skills and resources.

3. Penny Pinchers

These guys are looking for a bargain. You are on a list and they are checking out who is offering the cheapest solution to their problem. But not all Penny Pinchers are penny-wise and pound-foolish, some, just need to understand why you’re the best at what you do, and why what you are charging is the real bargain.

4. Tire Kickers

The Tire Kickers love to look but rarely buy. They want what you’ve got but they just can’t make the commitment to buy it. They visit your website a hundred times, each time pressing their noses against the virtual storefront window trying to make a decision that rarely comes.

It’s up to your website presentation to push them over the edge. If they want what you’ve got, you can sell it to them. All you need to do is find that soft under belly of desire that gets them eager to spend their money.

5. Missourians

These guys want what you offer but need the reassurance of some practical input to get them to buy. The desire is there, but it’s frustrated by their mental need to justify the purchase with practical excuses. “But Honey, I know little Johnny is only three, but think of the eye-hand co-ordination he’ll learn playing these video games.” People ultimately buy what they want, and rationalize the purchase with logic and reasoning, but without desire, no amount of statistical evidence will work.

6. The Enemy

If you’re any good, you’ll have plenty of competitors hanging around your website looking for ideas they can use. It’s all part of the game. Better to be out there showing people what you’ve got than hiding, afraid someone might take advantage. Besides if you’re really good, you’ll always be at least one step ahead of the competition anyway. That makes you the leader and them the follower. And everybody wants to do business with the leader.

7. The Needy

The Needy crave what you’ve got but need a lot of reassurance, handholding, and customer support. These guys have the potential to be good customers but your presentation has to make it clear that you’ll be there to answer questions and concerns and not just leave them in the lurch like so many other Web-based businesses do after they’ve got the sale.

In The End

If you’re fed-up with social networking self-gratification, frustrated by ever changing site optimization requirements, and ineffective advertising then it’s time to re-evaluate what your website presentation says and how it says it.

In the final analysis it’s all about communicating your emotional value proposition using your most important venue, your website; delivered in the most engaging, informative, and memorable manner that compels your audience to pay attention to your marketing message, and act upon it.

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There is a right way and a wrong way to use keywords in your submissions: Use them correctly, and you can help your site rank highly for your keyword terms. Use them incorrectly, and you could hurt your cause.

But don’t be afraid–You do not have to have to be a SEO guru to use keywords successfully in your articles.

Here are 10 essential tips for using keywords correctly in your article submissions:

#1 Variety is key–don’t use the same keyword all the time.

#2 Develop a list of 20 or more keyword phrases to work from.

#3 Don’t go overboard on the keywords–a good percentage to stick to is 3%, but keep in mind that individual publishers will have their own limits.

#4 You can use semantically related versions of your keywords–it does not have to be the exact keyword repeated over and over again. For example: race cars, racing cars, race car gear, how to race a car, etc.

#5 Update your keyword list regularly. Every few months conduct your keyword research again, and be sure that your keywords are still current.

#6 Long tail keywords are great as article topics.

Long tail keywords are 3-5 words long and are very specific, while your core keywords are 1-2 words long and are more general. Long tail keywords tend to be less competitive, so it can be easier to rank highly for them. Research your best long tail keywords and try to write articles around those very specific topics.

For example, if your long tail phrase is ‘long distance running shoes’, you could write an article about how to shop for long distance running shoes. Do this for all of your long tail keywords to create blanket coverage for all aspects of your niche.

#7 Use keywords in your title, when appropriate.

Your title needs to describe what your article is about, so you can only use your keywords in your title when the article is also about the keywords. For example, if your keywords were “chocolate recipes”, and your article was a review of various baking pans, it would not be appropriate to include those keywords in your title, because that’s not what the article is about. In order to include the keywords “chocolate recipes” in your title, your article would need to be about chocolate recipes.

#8 Your resource box is a prime spot for using your keywords, but you need to be careful. In an HTML resource box do not hyperlink the same keywords every time–switch things up!

#9 If you will simply write on the topic of your website, then your keywords will likely naturally pop up in the article.

#10 Don’t forget about your article summary (aka, the short description). Article summaries will often appear in search engine results, so that’s a great spot to use your keywords.

A keyword rich article does not have to sound awkward–if you use your keywords correctly, no one will be able to tell that you’re targeting certain keywords. They’ll just think that you’ve written a helpful article.

Using keywords in your articles is not hard, but you do have to be careful to focus on quality and readability, and exercise some restraint. If you follow these 10 tips, you will create keyword rich articles that are a pleasure to read and are easy to write.

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