Keyword density

By now, you should already know that the text in your website is a major tool that promotes increased website traffic. Unless you optimize the text in your website with significant keywords, the search engine crawlers won’t be able to recognize you.

Some internet marketers, though, make the mistake of over-optimizing their website. This means publishing articles that are too rich with keywords. These articles will tend to look totally useless for the human readers. You need to learn how to incorporate keywords into your text without making it seem unnatural, awkward or annoying. In other words, when you’re employing SEO tactics, you need to use your guy feeling and avoid overdoing things. Only include the keywords to your text when called for. If you’re unsure about how you should pull this off, you can always get professional web content writers to do this for you.

Simple but effective layout

Another thing you need to control when you’re planning your website is the layout. Amateur website designers tend to overdo flash images, graphics, and multiple frames. While these tools look fancy to the human eye, they don’t help much in getting the website ranked higher on search engines.

Remember, the key to effective SEO is balance. Make sure that you’re not incorporating elements into your design that aren’t necessary. If you can deliver your sales pitch without resorting to frames, make do with a simpler layout. Remember, flash images and photos take a lot of bandwidth, and they have very minimal text that search engine crawlers can detect.

If you’re placing a flash image into your website, remember that the more complicated it is, the slower it’ll upload on the visitor’s browser. Apply elements sparingly if they don’t contribute to page rankings online anyway.

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Website success is of course relative to what you want to accomplish – great sales, subscriptions, large volume of downloads, huge readership, increasing traffic etc. but generally speaking the higher the number of repeat visitors to your site, the more successful your website is likely to be considered.

However, I have also observed that many clients seem to believe that they have an idea for a killer website which once built will bring them instant and automatic success – with riches following shortly after.

Many people also seem to believe that the job of their website designer is to not only bring their website to life but also to nurture it to success – at no additional cost. And that if the website fails to produce the result expected, it must be the fault of the designer for not building it properly, not making it attractive enough etc.

The truth is that for your website to succeed, you the owner will need to invest a great deal of time, effort and energy in making it work. Your web designer does have a duty to make it attractive, quick loading, and optimise it in various ways – depending on how much you are willing to pay. But you will in the long term need to put in a tremendous amount of work, dedication and passion.

Why do you need this? Because there is likely to be a tremendous amount of competition for the same audience you are targeting. So you need to work hard to make your website better than your competitors within the scope of your limited budget. Fortunately, you don’t need that much money as competition working in your favour means that you can purchase a lot of digital products for your site at minimal cost.

For your website based business to be successful, you will need to treat it with the same degree of seriousness you would treat a physical non-online business i.e. you get up and go to work on your business each day. Check and respond to your mail, orders etc. i.e. you spend every day building and improving your business, researching trends, locating resources, adding value to it, contacting your valued clients, preparing great offers, thinking of and seeking ways to beat your competition.

Since websites are media portals, a good way of understanding your job is to assign yourself the role of Owner/Editor as if it were a top notch magazine competing with the likes of Time Magazine, Newsweek, Hello or OK magazine.

What strategy and focus would you need to use to make your magazine succeed and out strip your competition? Your ability to obtain and maintain readership (website traffic) will be determined by how much better and useful you can make your site than those of your competitors.

While your website’s designers do have an important role to play in terms of presenting your content in an attractive format, without you providing good content to support that layout, all your effort will prove useless. Functionality will often triumph over layout – as Google has proved by outpacing AOL, MSN and Yahoo to become the premier search engine by providing few other features than the ability to deliver good and relevant content.

So once you have a chosen a good layout, what should you the as the editor be doing

Seeking and developing content, lots of content for your website. Search engines love content.

Seeking fresh, new content i.e. your sites content should be changing all the time. Would you buy the same newspaper twice? No? Then why should you expect visitors to return if your website remains the same week after week. It must be dynamic.

Keeping abreast with trends in your industry and informing your readers.

Tweaking your layout occasionally. Change is good if not done too often

Seeking out valuable, important and useful information and resources for your readers.

Revenue – you should be finding ways to generate revenue from your site. Yes you are also the marketing manager, accountant and financial wizard. So what can you sell on your website, what can you advertise that will be relevant to your clients.

Developing services or products you can get people to sign up to or subscribe for. Add value to your website regularly. Always be on the lookout for products you can offer.

Seeking syndication and wider distribution channels. In terms of the web, represented by incoming links and syndicated articles. Publishing excellent articles which link back to your website will attract much needed attention to your site.

Basically to make your website succeed, rather than seeking to make revenue generation your primary goal, seek to make your site the best possible website resource for visitors in your field. Become passionately driven for your website to become the most excellent in your area of expertise.

If you do all the things listed above you will not only succeed in getting top search engine positions, you will also gain large volumes of web traffic and revenue will follow.

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How, you might ask, will writing ezine articles increase traffic to your website? Writing articles works in two ways: having articles published online creates links back to your website, thereby improving your site’s placement in search engine rankings, and people who read your articles and find them interesting will visit your website.

There is a little bit of science you need to use if your ezine articles are going to successfully increase traffic to your website. The science is all about the use of keywords, and the term “keyword” includes phrases consisting of several words. You can write a brilliant article but, if you choose your keywords unwisely, that article will not achieve all it might in terms of increased website traffic. The truth is that a mediocre, or even downright badly written, article with properly used keywords will work better than a good article with poor use of keywords.

Choosing keywords requires a bit of research. What you need to find are keywords that real people use when they use search engines to look for things, but which don’t have too much competition from other articles already published online. Finding keywords people search on is easy, finding keywords with little competition is easy; finding keywords that have both attributes is a bit harder, but it has to be done.

The point of writing ezine articles is to increase traffic to your website, so there is no point in basing your article on keywords nobody (or hardly anybody) ever searches for, but if you choose a keyword that’s searched heavily, the competition will be too great. If you pick a highly popular keyword, high ranking websites will already be holding the top spots in the search engines and your article will be buried so deeply in the search results that nobody will ever see it.

Remember that “keyword” can actually mean a phrase. In fact, many of the best keywords are phrases of four words or more, and these are known as “long tail keywords”. You can easily demonstrate how this works by typing a few search terms into a free research tool (eg Overture, Wordtracker or Google’s keyword tool). Try typing in “dogs”, then “German Shepherd”, then “white German Shepherd”, then “German Shepherd Training”. You will see that the first search term “dogs” gets thousands of searches but the number of searches drops dramatically when you start searching under more specific terms.

Once you have a list of long tail keywords that are relevant to your website, the next step is to research the amount of competition for each keyword. The easiest way to do this is to use Google’s advanced search feature and type each of your keywords in turn into the exact phrase box. This will tell you how many websites are indexed for that particular keyword. It is often useful to check out the sites appearing highest in the organic search column so you can look at the competition you will be facing.

Keyword research can be quite time-consuming when you first start but, like most things, you will find you speed up with practice. It is tedious work but absolutely essential if you want to make the most of your ezine article writing. If you can find a keyword that gets a reasonable number of searches but has only a few websites listed under that term, you have a chance of getting your article listed high up in the search engines. High search engine placement means more potential visitors will see your article and you will soon notice the increased traffic to your website.

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We already know that using the internet can be the key to finding profits from consumers that can’t physically come to shop in retail locations. However, because this notion is pretty common now, it’s becoming more difficult. Even small, local stores have realized that they can make profits from cities far away by having a website online. However, the most successful of these companies are the ones that make sure that they are steadily and constantly increasing their website traffic.

Increased website traffic can only mean one thing for businesses and this is increased profits. Whether this profit is coming from direct online purchases or just marketing purposes that ultimately drive consumers to financially support your company or cause, the end result will be the same across the board. You will make more money.

Some companies may not say they’re looking for these, profits, but even the most organic of organizations need funding. Websites that have a social cause instead of a retail focus still need to be convincing customers for support, whether it’s financial or comes from other means. Either way, increasing the traffic of the website for the company or organization will always bring financial support. The more people know about a cause or business, the more attention and money that will ultimately be thrown to the effort.

Take small community newspapers for instance. These websites are often not selling anything, but are using their website as a showcase for their writing and general content. Although this is nice for readers, the company ultimately benefits. The profits here are not as clear as in retail. However, they’re still here. Advertisers in these newspapers are throwing more money to the newspaper for their ads because the ads are being viewed by readers online and in the paper publication. So, the ad dollars go up as the website generates more traffic. And, maintaining a website is much cheaper for a publication to do than to increase circulation which would take lots of money to print using paper and resources and staff to run the operation. However, if there is not a large amount of website traffic, the advertisement value goes down.

This scenario is true for countless other business endeavors. You might not see where the profits are coming initially, but they’re always there. Having a website with great traffic is worth profits and so many other benefits. Financial support is necessary for any company and websites make this easier only with high volumes of website traffic.

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