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Informative Articles Click Here To View Full Title Page     Article Navigation Back To Main Page   Click Here for more articles Promotional Content... It's the little things that count by: Edward B. Toupin Promotional content is the invisible content in the various recesses of a Web page. This type of content is used by search engines and directories to properly categorize your site and its pages during indexing. --- Site Title --- The title is the first thing a search engine displays as a result of a search. This makes it imperative that the title contains something readable and descriptive. Do not place a bunch of redundant terms in your title---make sure that the title can be read as a sentence. If the reader cannot understand the meaning of the title, then chances are they will not visit your site. Once you create your page title, place it once within the header of the page using the < itle> tags. Many marketers will place their title as many as five to ten times within the header of their page! This is good in that your relevance increases from the number of keywords; however, this repetitive approach is poor netiquette and is usually not accepted by most search engines. --- META Tags --- Meta Tags are information fields located in the header of a Web page. These tags store information about your browser, keywords, site description, and authoring information. The two main Meta Tags are "description" and "keywords." The "description" tag contains a short description of your page while 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 are critical elements of every Web page. When your site is indexed, users can enter search topics into the search engine to locate your site based on these 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 a content scheme that targets numerous types of search engines. Note that different search engines will index your site in different ways, depending on the content. For instance, the following list provides information on the different 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 of the body of the page. * Some search engines use a combination of the Meta Tags and the body content to weight your page based upon consistency. Obviously, you would want to maintain a consistent content and style throughout your page. It is important, however, to learn how the different types of search engines work to have your page properly positioned in the lists. --- Hidden Form Fields --- Once you've developed the keywords for your site, you'll find that you still have over a dozen or so discarded phrases and words that are relevant to your page. Your Meta Tags are probably filled to the maximum 255 character limit and that the first line of your page body is a graphic and contains no pertinent text. Forcing any of these additional phrases and keywords into the page can get you rejected from several search engines for "keyword stuffing," described below. These types of dilemmas are quite common for many Web page developers, but the solution is simple: a hidden form field. This form field is identical to every other form field (e.g. input fields, radio buttons, check boxes, etc.), however, it cannot be seen on the page in a browser. The hidden form fields go in the body of the Web page and look like the following: Many search engines will recognize hidden form fields and use the information to index your site in the same manner as they would standard text in the body of your page. Some search engines ignore such fields, however, it is important to create pages that are acceptable across all search engines. Hidden form fields can be used as the first line of text in your Web page and should reside in your page before any other content. The reason for this placement is that most search engines will only use the first 2,048 characters in a document. With hidden form fields, you can still get those extra keywords into your document without forfeiting space and layout. --- Keywords --- Keywords are one of the more important elements of a Web page since they describe the page to which they belong. The keywords that you select for your site must be relevant to the page as well as frequently used within the page's content. Relevant keywords provide a better position in a search engine for your target market. For instance, if your site is specific to a new piece of financial software, it's important to stress the keywords that best describe the general and specific characteristics of the software. If someone performs a search for "automobile" and your site appears, it's certain that you will get a few users. The problem is that these users will do you no good since they are interested in another topic. Obviously, if you're selling some product that's important to a wide range of markets, then nearly any choice of keywords would be relevant to your site. The point is that you want to ensure that you're bringing in only those 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 following them, you're sure to increase your search engine position as well as the number of hits your site receives: * Plural Form of Keywords When a user performs a search, it's unlikely that they will enter a search term that exactly matches the keywords you selected for your site. In some cases, 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 a keyword to maximize your exposure! * Repeat Important Keywords In the days of old, we could repeat a keyword numerous times to increase the relevancy of a site in a search engine. This repetition allowed sites to be placed higher in the search engine's list so that the user would see that site first. Today, search engines filter out those sites that over-repeat keywords. It's best to repeat the most important keywords no more than twice to increase your relevancy without being eliminated. * Diversify Keyword Meanings Assume that every user has a different vocabulary--some users say "book" while others may say "publication" or "document." Each word refers to the same thing, however, unless your keywords are properly selected, you may only get one-third of your potential hits! When devising your keyword scheme, take into account the different forms of a given keyword. Create the keywords important to your site in such a way that, regardless of the search terms used by a user, your site will appear in the results list. * Keyword Variations Consider the fact that users will not enter the keywords into a search engine the same way every time. For instance, some users may enter "real time software" while others may enter "real-time software" or "realtime software." Think about the keyword variations to ensure the capture of as many users as possible. Also, consider common misspellings of keywords. I know many intelligent individuals who tend to misspell certain words because of the phonetic spelling of the word---consider "eves" and "eaves." If a user consistently misspells such a word and you happen to sell plant hangers for under eaves, you might lose potential clients. * Keyword Combinations and Phrases Some search engines will only take the first 255 characters of a keyword list, while others accept a nearly unlimited list of keywords. The problem is that you must target the 255-character limitation to be accepted by as many search engines as possible. One method to accommodate the keyword list limitation is to use phrases that best describe the page. For instance, I could use "ebook marketing" as a phrase that could be found with several combinations of search topics in a search engine. Another method is to ensure that the most relevant keywords are located at the front of the keyword list---even with a 255-character limitation, the most important keywords are accepted. --- Keyword Selection --- Your objective is to attract as many relevant visits to your site as possible. With that in mind, you will have to select keywords that are commonly 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 most searched-for keywords, I can guarantee that your site will get hits. Do you think that someone searching for pornography is going to spend very much time on your page? The problem here is that you will be attracting people who 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 list for a page. This is actually a more difficult task then creating the page itself since you must determine the best keywords that describe your page. To begin this task, let's ask ourselves: "how would people begin to search for a site like mine?" Immediately, you could come up with about three-dozen keywords to place in a keyword list, however, many of the keywords that you think are relevant may turn out to be useless. Think about how you perform searches for certain information and apply that experience to the selection of keywords for your page. You'll find that the time taken to create a good keyword list will be most beneficial. The best way to weed out useless keywords is to use the steps outlined in the following list. These steps are proven and have worked on several sites I'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. ABOUT THE AUTHOR Edward B. Toupin is a freelance consultant, writer, and published author living in Las Vegas. With 10 years of experience, Edward provides quality Web site design, development, and marketing as well as writing, document design and planning, and e-book publishing services. You can visit his Web site at http://www.toupin.com or contact him at etoupin@toupin.com.   ©2005 - All Rights Reserved This Static Spot is open for sponsor Read Articles: Oblivious Webmasters and Ezine Publishe Your Book Marketing Plan Winning Strat Cookbook Publishing The Basic Ingredie How To Get The Most From Your Free eBook How To Get The Most From Your Free eBook Getting Help to Market Your Book The Top 10 Secrets of Successful Authors 5 Deadly Viral Ebook Marketing Mistakes Three tips for Internet Product Marketin "You Have to Give In Order to Receive How to Create a Media Frenzy for Your Bo What Makes One Book Outsell Another63 3 Reasons eBook Publishers Need AutoResp Get Your Book Done Now The Top Ten Secrets of Successful Author Three tips for Book Marketing Success What Makes One Book Outsell Another Promotional Content It39s the litt "5 Secrets To Beating Your Competitors E 8 Advantages of Publishing Your Own Book Courting Premium Sales Don't Wait to Start Your Marketing St How to Avoid the 11 Biggest Mistakes of "Is Your Dog Selling eBooks Too Writing a Books Marketing Plan for Maxi A Perfect Fathers Day Gift58 Publish The Changing Face Of Internet Marketing Time-Saving Skills to Get More from Your Titles and Subtitles Sell Books 5 Reasons Why You Cant Create Your Own How to Create a Media Frenzy for Your B One of The Biggest And Deadliest Mistake Promotional Content Its the little t Selling Your Book to Book Clubs Increa The Paradigm Shift of Internet Marketing A Perfect Mothers Day Gift Publish Your 5 Steps To Help FailProof Your Growing Books, Trendspotting the Gubernatoria Getting Started Why Your 1st Step is F Internet Success Story Interview Mark J Online Promotion Beats Traditional Seven Internet Success Story Interview58 Ma The 3 Secrets of High Traffic Sites The Name Game The Magic Three Ingredients for Web Mark What Makes Ebook Marketing So Promising Don't Wait to Start Your Marketing Strat Writing a Books Marketing Plan for Maxi A Profitable Idea for Writers 19 Ways to Secure NonReturnable Book Sa 7 Steps to Successful Publishing Refining Your Elevator Pitch A Perfect Fathers Day Gift Publish Dad One Minute Marketing Winning the Name Game A New Way to Publish Getting Syndicated The Blog Factor Everything you need to Fatal PR Mistakes Authors Make on Their The Business of Publishing Planning an Exceptional Book Signing fro Media Training Magic How to Get Great Testimonials and Endors How to harness the power of ebooks for t Looking To Sell Your Book For A Good Pri When Old News is Good News Are You Ready When the Media Calls Ezines Story of a Bestseller The Power of a Po Making the Most of Amazoncom Maximizing Your Books Earning Potential Publicity from ThirtyThousand Feet Cover Yourself Publicity Through Philanthropy For Write Networking Gold Index Pages: 1 2 Top Ten Ways to Promote Your Books Through Flyers A flyer is an excellent, inexpensive way to promote your book. What makes one flyer so much better than another? Use these top10 tips to make your flyer stand out from the crowd. 1. Include a colored picture of your front cover. People want to see what your book looks like. Color is great, but not always necessary. Make sure your colored book cover copies well in black and white. If you do use color, make your book cover background white with colored lettering, so you don't go through a $35 ink cartridge too fast. 2. Hook your prospective buyers with the headline in the top line of your flyer just as you do for your back cover. Here's a few gems: Why Not Publish Yourself? Read About SEX as it Really Is! Imagine Thousands of Readers Buying your Book Next Month! Quadruple your Income in Four Months! Give your audience a reason to buy--Show those benefits. 3. Include some juicy excerpts from your book. Prospective buyers want to see a sample of your writing, especially if it's fiction. Use an analogy or short story to illustrate your book's main point if non-fiction. 4. Include your picture with a brief biography near it. People want to see what the author looks like. Place it on the right side of the flyer if possible. 5. Add praise from others. Testimonials are the most significant way to market your book. The praise doesn't have to be from famous people. Use a man/woman on the street opinion. One client/author added a testimonial from a convict! 6. Put ordering information on a coupon at the flyer's bottom. Include your book's ISBN number, Web site URL, your email, toll-free number and discount information. 7. Make it easy for your reader to buy. Offer easy ways to buy: credit cards, checks or money orders. Include your toll-free 800 number. Many prefer a coupon they can fill out and mail or fax. 8. Give your prospective buyers all the ways to stay in touch with you. Some people will not buy online or use a credit card. While most small business people are ready for these, it's a good idea to include your street address, e-mail, Web Site, local phone and fax number, and 800 number. 9. Carry at least 25 flyers with you in a folder at all times. Keep them in your car, so that when you pass a place that will post them for you, they are handy. Give one to every person you meet. Remember the "law of seven." After seven exposures, you have a buyer! Flyers are better than a business card because they have more detailed information on them to help the potential buyer make a decision. 10. Use the backside of the flyer. You really waste this space if you don't put it to use. Multiply buying results with more testimonials on the back. Include a longer excerpt from your book there. Your flyer is a detailed extension of you and your book, and one of the least expensive ways to market your book through print. Print hundreds, even thousands, so your book buying public can easily purchase your book.   Judy Cullins, 20-year book and Internet Marketing Coach, Author of 10 eBooks including "Write your eBook Fast," and "How to Market your Business on the Internet," she offers free help through her 2 monthly ezines, The Book Coach Says...and Business Tip of the Month at http://www.bookcoaching.com/opt-in.shtml and over 140 free articles. Email her at mailto:Judy@bookcoaching.com ©2005 - All Rights Reserved