By Michael Campbell
author of Nothing But 'Net
Here's how you can nail top positioning in all the search engines for simple one and two word searches, even in ultra competitive categories.
OK, so your web site is in a competitive category. You want your site to be found in the top ten - the front pages - of the search engines. You may have examined the html code of the top scoring pages and noticed some strange things going on.
The description of an html page in the search engine doesn't match what's in the actual html code. That's called a bait and switch. Chances are, as soon as their high scoring page got indexed by the search engine, they took it down and replaced it with a new page, so you couldn't see what they did to get top positioning.
Another situation is when everything on their page checks out, but knowing what you know about the search engines, there's no way this page should even be in the top 50 let alone being positioned in the top 5. That's called stealthing or cloaking, where the real html code is hidden from the public. Or there might even be I.P. delivery going on, where each known search engine gets served a different page, a page tuned specifically just for it, depending on its tell tale I.P. address. The page that gets served to non search engines - the viewing public like you and me - is just a nice generic page.
So how do you compete with pages that have pros tweaking them daily? How do you know what conditions are making up a top scoring page when there's all this baiting, switching and cloaking going on?
Know what? My home pages are not cloaked, or baited, or switched, they don't even contain meta tags. So how the heck do I do it? I can hear you screaming "OK, Campbell, spill the beans already".
OK, here's what I do. I look for bread... Huh? Yea, the stuff we eat. To get a top scoring page I look for the simplest of things. I look in a totally non competitive category like say, "bread". These pages are not cloaked, or stuffed with tricks, they are good basic html pages. They'll tell you exactly what keyword densities are scoring top positions in the search engines right now.
Now, I want to get as much qualified traffic to my home page as possible, so I focus on search phrases consisting of two words. I search for a primary word and a series of secondary words that have real "search potential". These are words that are likely to be used with the primary word in actual searching. This technique allows me to score top position in the search engine for many two word phrases off of a single page.
Here's how it's done. Pick any search engine and search for "bread". The word "bread" becomes the primary word. Then look up "banana bread", "sourdough bread", "corn bread", and so on. Words like "banana, sourdough and corn" become secondary words that will be used along with the primary word in a two word search.
Now examine the html code of the top scoring "bread" pages. You'll discover what keyword and keyword phrase densities are scoring top positioning in that particular search engine right now. For example, you might discover that the primary word needs a density of 5%, or in other words, needs to appear 5% of the time. Examine all the two word searches and you may discover that the secondary words need to appear 2.5% of the time.
Pay careful attention to where the keywords appear in the html code. Notice if they are used in the title, links, headlines and body text. You'll want to create a page with keywords in the same places as the top scoring bread pages. Put the keywords in headlines, body, links and in the title. Also record the total word count on the page and the word count in the page title. Make your web page similar.
Now that you know "the formula" of "real" top scoring html pages, you can apply the same keyword densities, document word count, and document title word count to your competitive category like "cellular phones". Where the word "phones" is the primary word and words like "mobile, digital, pcs, cell and cellular" are the secondary words.
Let's say that we discovered that pages with a word count of around 200 words are working well right now. Using the densities we found earlier , means that the word "cellular" must be used exactly 10 times to achieve our 5% density. Each of the other words "mobile, digital, pcs, cell and cellular" must be used exactly 5 times each to achieve our 2.5% density.
Now it becomes a simple matter of writing a very simple web page, with no tricks or expensive gimmicks, no frames, no tables, no JavaScript or bells and whistles of any kind. And it doesn't matter if someone looks for "cellular phones", "digital phones", or "mobile phones" your page will come up in the top ten - the front page of the search engine.
Now if you have more that one web site selling the same thing (which you really should have), you can keep each home page tuned to a different search engine technology. That way, you can have top positioning in all the major search engines for all your top keyword phrases.
Oh, and if you cross link all your sites with text links or invisible pixels, you'll prevent your pages from getting dropped by some search engines and beat the "link popularity" game that's employed by others.
Best Regards,
Michael W. Campbell
President & C.E.O. Dynamic Media Corporation
Author of the internet marketing book Nothing But 'Net. Find out how he generated $750,000 in Internet revenues in less than a year with virtually no advertising costs, not even a business card.
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