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

December 04, 2001

E-Zine #78

SIM's INSIDER REPORT is a free weekly newsletter dedicated to helping readers succeed online while saving both time and money with cutting-edge tools, tips and strategies for internet marketing, online advertising and website promotion.

==> Tip of the Week
==> Tips, Tools & Resources
==> Affiliate Spotlight
==> SIM's Weekly Reports
==> Feedback & Contributions
==> Food for Thought
==> Advertising Section
==> Administrivia

Hello everyone. Judith Tramayne-Barth gives us all the little details on writing Spider Friendly Copy in this week's Tip of the Week. I'm sure you'll want to file it away for future referencing.

Google has become my personal favorite search engine. I find Google saves me time returning the most relevant results of any of the search engines.

I recently installed the new Google Toolbar onto my IE browser (with a degree of reservation). However, at this point I am pleased to announce that this program has proven to be a very handy tool that I simply love and highly recommend to you.

The Google Toolbar increases your ability to find information from anywhere on the web and takes only seconds to install. It automatically appears along with the Internet Explorer toolbar. This means you can quickly and easily use Google to search from any website location, without returning to the Google home page to begin another search.

You can search only the pages of the site you're visiting as well as get a ranking of the page you're currently on. There's more - you can access more information about a page including similar pages, pages that link back to that page, as well as a cached snapshot plus highlight your search terms as they appear on the page; each word in its own color. It's great and I love it!

The toolbar is free to download, is completely customizable and is available in a number of different languages. If you're concerned about browser compatibility or integration problems, don't be... the Google Toolbar is seamless, doesn't effect IE at all and comes with an Uninstall option. Available at http://toolbar.google.com/

While on the subject of search engines, Lycos just recently relaunched their service and the new layout is clean, well- delineated and features high-quality listings provided by FAST Search. While I'd still give Google the relevancy edge, the improvements FAST Search has made in the past few months have made it an extremely strong contender in the relevancy race. Check it out at http://www.lycos.com

Please note that back issues of the INSIDER REPORT can now be accessed at http://startupinternetmarketing.com/ezines/back.html

Forward this newsletter to 2 friends and give them the opportunity of accessing the FREE marketing resources at http://startupinternetmarketing.com. I'm sure they'll
appreciate it - I know I certainly will.

Your comments are always welcome.

Dan Porteous

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Spider Friendly Copy

If a person clicks on a link from a search engine, will they find something of interest which makes them click your navigation to see more or will they leave immediately?

You have to think about how search engines index your site. They don't just take your index (home page) and point to it nope, they gather all your links to different pages on your site and list each one.

Now that's a sobering thought. All those pages and every one has to be as well written as your home page. So how do you accomplish this?

Make Each Page a Mini-Site
You should write each page so it stands alone on its own merits. Now that's all fine and good but what about the pages which just open new windows so you can give a little extra information or show a larger view of your graphic? How do you make them be stand alone pages?

Simple, you give the person coming from the search engine the opportunity (a hyperlink) to click over to your home page. A lot of site's forget this or think if they input the "no index" tag into their source code, the page won't be crawled.

Reality check here quite a few robots/spiders do not pay attention to the tag. Besides, the idea here is to have as many different pages come up in search engines as you can.

Think about it, one page one chance to have a targeted visitor. Multiply that times 50 or 100 pages (each with a different keyword or phrase) and your chance for a successful Internet business increases.

Yes, it's a lot of work to create a large site but you'll have what you want "targeted" visitors. After all, they input your keyword into the search box and clicked on your link didn't they? This means they are already interested in what you have to offer.

Now How Do You Write Good Copy?
Have a few drinks and just have at it! Seriously, the idea has merit. Most people need to lighten up when they write their web pages. You don't have a brick and mortar store where the person comes in and sees your winning smile. They have to rely on your words to reflect who and what you are.

This isn't rocket science folks, good copy is just one friend writing to another. You have to imagine the other person in your mind and write your copy as if you were talking to them face to face. Listing the benefits **they'll receive** if they use your product or service.

Quite frankly, nobody gives a rip about how many people or customers you have. They're only concerned with themselves and you better keep this in the forefront of your brain when you write each page of your web site. It's not hard if you use bullets listing the benefits on one page and hyperlink to another page for more indepth information.

You're dealing with people who are busy so be brief on some pages and lengthy on others. Then you need to:

Rewrite your copy to make it spider friendly!

This means you'll need to dissect your text word by word to see if you can insert your keyword or phrase into the sentence without making it sound awkward. If you can, do it and keep count.

The keywords also need to be placed strategically throughout your web page. Three or four near the top of your page and another three instances throughout the rest of the page. Remember, this is a generic rule of thumb and might not apply on some of your pages.

For instance, if you only have 25 words on your page and you use your keyword 7 times, the search engine algorithm will be triggered and your site will be dumped for spamming before it ever hits their database.

Other places you can use your keyword or phrase to increase your rating and not get dinged by search engines are:
  1. Your web page URL (i.e., freebooks.html)

  2. Title tags in hyperlinks. You know the ones:
    <a href="freebooks.html" title="Link to free books page">

  3. Using a keyword as the title of your graphic:
    <img src="freebooks.jpg">

  4. Alt tags in your graphics. Not only do these tags keep you in compliance with handicap issues but the search engines also count these when ranking your web page. Example:
    <img src="freebooks.jpg" alt="Graphic of 5 free ebooks">

  5. When you use java script to open a new window to see a larger view of your graphic or to hyperlink to another page with more information between the <head></head> section of your web page. For instance: window.open('freebooks1.html','freebooks',)

  6. Anytime your keyword is put between header codes gets a higher ranking. Especially if it is the first line in your web page.

    <h>Download your free books here!</h>
As you can see, it's not real difficult to make your web page copy be spider friendly. It just takes preplanning and a little extra effort on your part to reach those top spots in search engines.

And, if you don't like your position once your site is indexed, keep refining (rewriting) until you do. Robots and spiders will come more often to your site if they see a new date each time they visit.

About the author
Judith Tramayne-Barth has an "Art & Book Club". This article was taken from her free ebook "Make Your Site Spider Friendly" and her members are able to download the ebook and offer it free on their sites or even as an incentive to get more subscribers for ezines. Visit http://www.agoodread.com to find out more about her club.


SIM's "Tip of the Week" back issues available at... http://www.startupinternetmarketing.com/ezines
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* For more great tips and tools, visit our website:

*Mastering Search Engine Placement
*Becoming a high-earning affiliate champion.
*Creating, producing and online-selling your very own infoproduct.
*Finding the Perfect Price that will maximize your profit.
*How to write sales-clinching copy on the Net.

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* Check out SIM's Top "10" Affiliate Review at
Updated November 15, 2001

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The 5 Myths of Affiliate Marketing Networks
Five Key Concepts to Improve your Bottom-line Marketing Results
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A Letter Means Action
A Letter Means Action by Yabnik Silver by Yanik Silver

Brochures and self-mailers do not work. What do you do when you get a brochure in the mail? Most people will either toss it out or file it away. Hardly anyone gives it more than just a casual glance on the way to the circular file.

What you need is an action device, and that's what a letter will give you. You need to take advantage of the greatest benefit direct mail has for you - personalized, intimate conversations.

A letter allows you to "talk" one-on-one to your prospect. That means you should use "I" and "me" and "you" freely in your letter. Don't use the corporate sounding "we".

Remember just one person is reading your letter at once. So don't write in the plural, even if your mailing is going out to thousands and thousands of people. Just sit down and write the same way you'd talk to a friend over dinner explaining the advantages and benefits of the product or service you're offering.

Start your letter with a compelling, benefit-driven headline. Prospects will decide to continue reading by the headline. If your headline fails to capture their attention and keep them engaged, your letter will quickly end up in the trash.

The most common mistake you can make is to put your company name, big and bold on top of the letter. This is the worst thing you can possibly do. You see, every person is concerned with one thing: *What's in it for me?*

Your company name does not show what, if any, benefits, the prospect will get from your letter. So put your company name at the bottom of the page where it belongs.


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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:
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Ask five economists and you'll get five different
answers (six if one went to Harvard).
--Edgar R. Fiedler

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