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Marketing and helpful articles |
| Kink + Queen = Royal
Success |
Shawn Campbell
Ever wonder how or why your competitor gets better search engine
rankings than you do? Does he know something you don't? Well, maybe
he actually does…And that's where I come in. I'm here to unveil the
secret tricks of the trade that may be giving your competitor that
much-needed edge in search engine rankings and to show you how you
can reclaim your position without skipping a beat. Quite simply, I
am going to give you the key to unlocking the secret chest of
information that your competition is using to get better rankings.
It is not that difficult. There are two main criteria to getting
good rankings:
1. Content (which is king)
2. Linking (which is queen)
Content is King
Content is easily viewable and just as easy to measure. It basically
includes what you see on the site: the text. If your competition has
more text than you, consider increasing yours; if he has more
keywords, consider increasing yours; if he has bigger headers,
consider increasing yours. By all means, I am not saying to make a
carbon copy of his site, but do look at the text on the site,
factors that you are lacking and evaluate whether to increase them
on your site.
A note of caution - make sure that any changes you make actually
improves the site and increases its value for your customers. In
other words, don't sacrifice quality for quantity unless you believe
that the added text actually serves to better the overall look, feel
and quality of your site.
Some ideas to increase quality/quantity of content:
Write a monthly article about your topic
Write a page about your keyphrase/product/service
If your headers don't have your keyphrase in them, then be sure to
add it
Make sure the titles on all your pages relate to the content of the
page
Write, write, write (and then write some more!).
Linking is Queen
Linking requires more research. Look up your competitions site on
Google by typing in: link: http://www.competitorsdomain.com/ into
the search box (replace competitorsdomain with the URL of your
competitor). Now the search results you will be looking at is a list
of all the sites that are linking to your competitor. Go through
that list, and for each site, figure out how he got that link. Some
links might be paid for, some might be link exchanges, some might be
directories like dmoz.org or Yahoo, and others might be references
or testimonials. Make a spreadsheet with each site linking to your
competition, and jot down how he got the link. Then, for each site
that is appropriate, get it to link to you. Remember to stay away
from link farms and low quality links. Link farms are sites that
have nothing but links. Low quality links are sites with little to
no content. These sites will often try to exchange links with you:
Don't do it! Only link to a site if it will enhance the user
experience of your clients.
For more about linking, see my article entitled Linking is Queen
(http://www.redcarpetweb.com/promotion/0409.html#feature)
Royal Success
Getting links takes time and patience, and writing is not usually
done overnight. To top it off, once these projects are done, you
then have to wait for the search engines to discover and re-evaluate
your site. Both the link campaign and the writing projects should be
something done on a regular basis, not as a one-shot injection. Try
to create new pages every month, and to get some links every month.
That way your site will make the gradual climb to the top. And who
doesn't want that?
Shawn Campbell
Shawn Campbell is the co-founder and Chief Search Engine Optimizer
at Red Carpet Web Promotion, Inc.
www.redcarpetweb.com
website+url: http://www.redcarpetweb.com/
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