+=+=+=+= SIM's INSIDER REPORT =+=+=+=+

July 17, 2001

E-Zine #59


SIM's INSIDER REPORT is a free newsletter dedicated to helping our readers succeed online while saving both time and money with proven tools, tips and strategies for internet marketing, online advertising and website promotion.
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Don't miss this week's TIP OF THE WEEK. It's an excellent report by Sumantra Roy on keyword selection, indexing and optimization.

I've been using a similar system to that being presented by Sumantra, for the past 6 months, and can say that developing a list of "profitable" keywords for your site can be a complex and time consuming chore to say the least.

Sumantra report "Choosing The Right Keywords For A Site" gives you the inside track on optimizing your keywords and scoring well at the search engines.

The Keyword Effectiveness Index (KEI) is a mathematical formula that will help you determine which keywords you should be optimizing your site for...

This information is not readily available elsewhere and Sumantra knows what he's talking about. He offers a Search Engine Positioning Service from his site at http://www.1stSearchRanking.com and backs it up with a 100% guarantee!

Don't miss this report - it's a good one.
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Sumantra also offers a FREE "Search Engine Masters Course" which is a comprehensive 5 day email course on how you can become a Search Engine Positioning CHAMPION!

I'm up to day 4 in the course and I recommend it highly to all. You can subscribe to the course by sending a blank email to 1stSearchRanking.1000.1170@optinpro.com or you can get more information on it at http://www.startupinternetmarketing.com/tips/sep.html

You will refer to this course over and over again as you optimize your web site for the search engines.
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I have just read an excellent report by Jim Vigilante about how to make the most of your contact list. His report applies whether you have a very small contact list or a large optin ezine list. It is really excellent advice and I highly recommend you check it out - after all it's free and you could be losing money, sales, branding and reputation if you don't read it now!

Clicking on the link below will present you with a popup form asking for your first name and email. Submit the form and Jim will semd you his free report titled "How to Work Your Contact List!"
http://www.startupinternetmarketing.com/prolist.htm
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Your comments are always welcome.

Dan Porteous
danp@mail.nt.net
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IN THIS ISSUE
==> Tip of the Week
==> Tips, Tools & Resources
==> Affiliate Spotlight
==> SIM's Weekly Reports
==> Feedback & Contributions
==> Advertising Section
==> Food for Thought
==> Administrivia


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SIM'S TIP OF THE WEEK
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Make viewing EASY! See this report with your web browser. (graphics, hyperlinks and all--much easier and more fun to read) Clicking on the following link will take you there...
http://www.startupinternetmarketing.com/tips/keywords.html
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CHOOSING THE CORRECT KEYWORDS FOR A SITE
By Sumantra Roy

In this article, we focus on the correct way of finding out the keywords for which you should optimize your site for the search engines. This article will give you the formula for the Keyword Effectiveness Index (KEI) - a mathematical formula which I have developed to help you determine which keywords you should be optimizing your site for.

Step 1: Open your text editor or word processor and write down all the words and phrases that you might have searched for if you were looking for a company which offers products and services similar to yours. For example, suppose your company organizes packaged tours to Australia. Here's a list of phrases that I might have searched for if I were planning to make a trip to Australia:
  • tourism in Australia
  • travel to Australia
  • travelling in Australia
  • travel agencies in Australia
  • travelling agencies in Australia
  • Australian travel agencies
Of course, the keywords that came to your mind may have been different. But that's not important - the important thing is to get an initial list of keywords.

You may be wondering why I have not used single word keywords. Here's why:

Firstly, single word keywords tend to be hyper-competitive. A search for "tourism" or "travelling" in any search engine will probably generate hundreds of thousands of pages. While it is possible that you may get your page in the top 10 for such a single word keyword, it is quite unlikely.

Secondly, because of the sheer number of pages that single word searches can throw up, most search engine users have realized that they can get more relevant pages if they search for phrases rather than individual words. Statistical research has shown that most people are now searching for 2 or 3 word phrases rather than for single words.

Thirdly, single word keywords won't get you targeted traffic. When people search for "tourism", they are not necessarily looking for tourist destinations in Australia - they may be interested in any other country of the world. Even if you got your site into the top 10 for tourism, you gain nothing from such visitors.

However, when someone searches for "tourism in Australia", he/she is your potential customer, and hence, it makes sense for you to try and get a top ranking for your site for that keyword. Hence, whenever you are trying to generate keywords, try to be location specific. Try to think of keywords which apply to the geographic area that your product or service is designed to serve.

Step 2: Open any spreadsheet program that is installed in your hard drive. I assume you are using Microsoft Excel. If you are using some other spreadsheet program, just change the spreadsheet related procedures outlined here to fit your program.

Create 4 columns - one for the keyword, one for the popularity of the keyword, one for the number of sites that appear in AltaVista for that keyword and the last for something I call the Keyword Effectiveness Index (don't worry - I'll explain what KEI means later on). In order to ensure that you can follow what I am saying, I recommend that you add the following column headers to the first four columns of the first row of your spreadsheet:
Keyword Popularity Competitors KEI
In case you don't want to take the trouble of creating your own spreadsheet, download the keywords.zip file from 1stSearchRanking.com The file contains a sample spreadsheet in Excel 97 format.

Step 3: A great way to obtain a list of keywords related to the ones you have developed in the first step is to use WordTracker's keyword generation service by going to www.1stSearchRanking.com/wordtracker/

Click on the "Trial" option at the top of the site. In the page that appears, type in your name and email address and click on the "Start the trial >>" button. In the next page, click on "Click here to start the trial". In the next page, type in the first keyword that you developed in Step 1, i.e. "tourism in Australia", in the text box. Click on the "Proceed >>" button.

Step 4: In the next page, WordTracker will display a list of keywords related to the keyword that you had typed in. (Just scroll down the left pane to see the keywords). Now, click on the first keyword in the left pane which is applicable for your site.

In the right pane, WordTracker will show a list of keywords which contain the keyword you had clicked on in the left pane. Then in the table that you have created in your spreadsheet, copy each of the keywords in the right pane and paste them in the first column of the table. Also, copy the number of times those keywords have been used (i.e. the figure present in the Count column in WordTracker) and paste them in the second column.

In order to ensure that you can follow me, make sure that you type the first keyword in the second row of your spreadsheet. Of course, you should only bother adding a keyword to your spreadsheet if it is applicable for your site.

Once you have added all the keywords in the right pane which are applicable for your site, click on the next keyword in the left pane which is applicable for your site. Once again, WordTracker will display a list of keywords in the right pane which contain the keyword you had clicked on in the left pane. Again, copy the keywords in the right pane which are applicable for your site and paste them in the first column of your spreadsheet. Also, copy the figures present in the Count column and paste them in the second column beside the corresponding keywords. Repeat this process for each of the keywords in the left pane.

Step 5: Once you have finished with all the keywords in the left pane, press your browser's Back button a number of times until WordTracker again displays the text box which asks you to type in a keyword. Type in the second keyword in your original list (i.e. "travel to Australia"), click on the "Proceed >>" button and repeat Step 4. Do this for each of the keywords that you developed in Step 1.

Step 6: Go to AltaVista ( http://www.altavista.com ). Search for the first keyword that is present in your spreadsheet using exact match search (i.e. you should wrap the keyword in quotes, i.e. you should type a quotation mark before typing the keyword and a quotation mark after typing it).

AltaVista will return the number of sites which are relevant to that keyword. Add this number to the third column of the spreadsheet in the same row in which the keyword is present. Repeat this process for each of the keywords present in your spreadsheet. Once you have done that, your first column will contain the keywords, your second column will show the popularity of the keywords and your third column will contain the number of sites you are competing against to get a high ranking for those keywords.

Now it's time to calculate the KEI!

Step 7: The Keyword Effectiveness Index is the square of the popularity of a keyword multiplied by 1000 and divided by the number of sites which appear in AltaVista for that keyword. It is designed to measure which keywords are worth optimizing your site for. Higher the KEI, better the keyword. How the formula for the KEI is arrived at is beyond the scope of this article. If you want to know, send a blank email to kei@1stSearchRanking.com

If you had used the spreadsheet file that I created for you (see Step 2), you won't need to enter the formula for calculating the KEI yourself. The KEI would be automatically calculated for you the moment you enter the values in columns 2 and 3. You can go straight to Step 8.

In case you didn't download the file, here's how you can calculate the KEI.

I am assuming that you have created the spreadsheet columns in the way I recommended in Step 3 and that you are using Microsoft Excel. If you using some other spreadsheet program you will need to adjust the formula to the requirements of your spreadsheet program. Click on cell D2. Type in the following exactly as it is shown:

Choosing The Correct Keywords For A Site =IF(C2<>0,B2^2/C2*1000,0)

Then click on the Copy button to copy the formula, select all the cells in column 4 which have keywords associated with them and press the Paste button to paste the formula. The KEI for each keyword will be displayed.

Step 8: Use your spreadsheet program's Sort feature to sort the rows in descending order of the KEI. In Excel 97 you would click on the Data menu, click on the Sort menu item choose KEI from the drop-down combo box named "Sort by", click on the "Descending" option next to it, and then click on OK.

And guess what - that's it! You now know the keywords which you should optimize your site for. You can now start optimizing your site one by one for each keyword, starting with the keyword with the highest KEI. Exactly how many of the keywords you choose to optimize your site for largely depends on the amount of time that you can spare from your normal business activities. But whatever the number of keywords that you target, it obviously makes sense to go for the most effective keywords first.

Tying up the loose ends...

The number of related keywords that WordTracker displays in the trial version is limited. In order to get all the keywords which are related to the keywords you had developed in Step 1, you would need to subscribe to WordTracker's paid service.


About the author:
Article by Sumantra Roy. Sumantra is one of the most respected search engine positioning specialists on the Internet. To have Sumantra's company place your site at the top of the search engines, go to www.1stSearchRanking.com/

For more advice on how you can take your web site to the top of the search engines, subscribe to his FREE newsletter by going to www.1stSearchRanking.com/newsletter

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SIM's "Tip of the Week" back issues available at... http://www.startupinternetmarketing.com/ezines/archive2.html and http://www.startupinternetmarketing.com/ezines
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TIPS TOOLS & RESOURCES
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15 Free Open Source Web Applications
YesSoftware has launched GotoCode.com, a website dedicated to open source web applications. The site has an initial offering of 15 database-enabled applications for Windows and Linux. All listed applications were generated with CodeCharge, a powerful, yet extremely affordable, code generator that delivers clean code that's simple enough for beginners to understand, and it's expandable and pluggable to allow you to create more complicated database applications.
http://webmasterfree.com/rd/gtc062901.html
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LocalWhois - Expired Domain Database
Thousands of domains "expire" every day: the registrations are not renewed by their owners and they become available for registration. In fact, over 38,000 .com, .net and .org domain names became available again today.

LocalWhois allows you to search an hourly updated database of expired domains and domains expiring soon for a small subscription cost. If you're looking for a great domain name, try searching at LocalWhois now. http://www.localwhois.com/
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Hexadecimal Calculator
Ever wanted to figure out what the hexadecimal number is for that one particular color? Use this free tool to find that correct color and then copy and paste the hexadecimal number into your html source code.

You can choose from typing in the RGB numbers directly and watch the background change to the color entered, or use the RGB slider to choose a color.
http://www.webmaster-tips-weekly.com/tools/rgb/
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AFFILIATE SPOTLIGHT
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1stSearchRanking.com

1stSearchRanking.com markets professional, quality, and 100% guaranteed search engine optimization and directory submission consulting. They have a site designed to sell, and I highly recommend their program.

Thier affiliate program is two-tier any pays 30% and 10% on all sales of Search Engine Optimization and directory submission consulting, and 20% on recurring purchases of their "Maintenance Plan".

At 30% commission, this program pays out very well. When you sell the Standard Package you earn $209.70, increasing to $389.70 for the Premium Package.

Affiliates are provided with marketing resources, articles that you can publish, and a sign up form for a SEO newsletter that has your ID embedded.

With this level of commitment, this program can only be heading towards success.

Check it out, this is one you don't want to miss:
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* Check out SIM's Top "10" Affiliate Review at
http://www.startupinternetmarketing.com/top10
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SIM's WEEKLY REPORTS
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Importance of Search Engine Positioning
http://www.startupinternetmarketing.com/tips/sep-facts.html
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FREE Course on Search Engine Placement
http://www.startupinternetmarketing.com/tips/sep.html
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Make Yourself a Marketing Guru in 7 Easy Steps
http://www.startupinternetmarketing.com/tips/tipmarketing.html
---
Entrepreneurs Aren't What They Used to Be ...meet the "New Entrepreneur"
http://www.startupinternetmarketing.com/tips/tipsales.html
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What Is Your Core Product?
http://www.startupinternetmarketing.com/tips/tipbiz.html
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How To Create Non-Tiling Background Images
http://www.startupinternetmarketing.com/tips/tipdesign.html
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Quick Sure Traffic, Smart Visitor Containment And Higher Web Profits Starting Now
http://www.startupinternetmarketing.com/tips/tipsite.html
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FEEDBACK & CONTRIBUTIONS
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NOTE: (I have not had a chance to try this out yet so I'm unable to offer an opinion or recommendation)

The Power of Email : 1 to 1

The 3 most important rules of marketing are target, target and target. If you at least talking to the right people, not only will you get heard but you are very likely to get interest from your potential prospect in what you are selling.

Just like advertising in your local Yellow Pages the internet is similar. You don't put an advert for motor cars in amongst advertising agencies. Just the same there is no point sending an email about your hot new business selling the latest in Cargo and handling packaging to webmasters who work for design or consulting companies. Their business is designing sites for clients, it's rare that they would have need to maintain a large shipping and handling operation.

Too easily many automated email extraction robots or software pick up lots of unrelated email addresses. The internet is incredibly dynamic, as we all know, and there are many times where links and documents cross paths - this is the dilemma for marketers working the internet. YOU have to define and follow the path doing the business. And email is personal so it can be offensive to some to send a message about apateirs to a manager of a fast food restraint.

The secret is to be able to gather a collection of links that are related to your potential prospects interests, usually using a search engine or links directory and then gathering them into your book marks.

Once you have your links you'd then going browsing from link to link, finding the email on the page and then sending your potential prospect an email. What you'll find is you will use much the same message over and over - so you will end up having Notepad open with your template message, that you use to copy and paste again and again.

This is the most effective and non return-flaming type of marketing and your results can be as high as 90% positive return. Although it is effective - it takes time and the mastering of integrating several programs.

Recently we developed, as an in-house tool, a web control software that we use to gather links of sites where we might find our target prospects and then go from link to link deciding whether it is worthwhile to contact them and if so sending a template message. Essentially we developed a system where we could email 100's and as many 100's of people an hour with a response rate to our site between a minimum of 10% and as high as 90% at times - and zero flame returns. Basically we hit our targets right on the head.

We have just released our in-house tool as a freeware software offering, to all on the net who need gather bunches of links and then browse web sites of a particular interest with the ability to immediately email a template email with a click as soon as the page downloads. The uses goes further and benefit not just marketers. As you can gather and index links, link titles, keywords and descriptions you can also email people on those site immediately. Researchers, shoppers and job seekers will also find great use.

Feel free to download your free copy.

You can download this free software, 2bpop, at
2bpop.com/partners/242/2bpsetup.exe
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If you have a promotion tip to share (or an affiliate program that would be of interest to the rest of us) or if you have a web design tip, or a specific question, please feel free to post all tips, questions, or answers to posted questions here and I will add your email or URL with it. It's FREE promotion!

Send your tips, questions or answers to:
mailto:editor@startupinternetmarketing.com?subject=Q_&_A
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---------------------
FOOD FOR THOUGHT
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Worry does not empty tomorrow of its sorrow,
it empties today of its strength.


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ADMINISTRIVIA
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Thanks for reading our FREE "opt-in only" publication. Please forward this to any one whom you think would find this information useful or interesting. I'm sure they'll appreciate
it - I know I certainly will.

Back issues of the INSIDER REPORT are available at http://startupinternetmarketing.com/ezines/back.html

Was this issue forwarded to you by a friend? Grab YOUR own free lifetime subscription... click here

The SIM's INSIDER REPORT is a production of Startup Internet Marketing and is owned by Dan Porteous


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Legal Stuff
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We accept no responsibility whatsoever for the content, profitability or legality of any published articles or advertisements contained within SIM's Insider Report.

Although all of the articles have been selected for their content, the publishing of such articles within this newsletter does NOT constitute a recommendation of the products or services mentioned or advertised within those articles.

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