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The
Rules of the Game
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Whether you
are exclusively a Buyer’s Agent or simply want to
attract buyers as well as sellers to your Website, you are
not in the game if your Website is not ranked high on the
search engines for the appropriate keyword phrases.
There is not a lot of wiggle room here—Want
Buyers? Learn the Rules of the Search Engine Game and
follow them.
TWO
WAYS TO PLAY
You can
choose to play the Pay-Per-Click version or you can shoot
for top placement in the FREE Section on the major search
engines. Either
way there is a cost.
It is just that the Pay-Per-Click version of the
game will cost you in dollars and cents every month
whereas the FREE Section version costs you in terms of
time. Going
for the FREE Section is a little like buying a
Fixer-Upper. You save a lot of money by doing some of the
work yourself. An
added advantage of the FREE Section is that more prospects
will actually click on your Website.
People online seem reluctant to use the sponsored
sites.
MORE
ABOUT THE COSTS
Depending
on where you are physically located, the Pay-Per-Click
version might cost you somewhere between $500 to $5000 a
month for good placement.
If someone tells you they can get you in the
sponsored sites section for some low monthly figure, it
should be a tip off that something is wrong.
Three things could be wrong:
One, they are lying to you.
Two, they are setting you up with an unpopular
keyword phrase, which is another way of lying to you. Three, there is no market in your area and you should be
thinking of some other strategy if you still want to
attract buyers. The
costs involved if you want to shoot for the FREE Section
are not monetary. You
simply have to get involved in a legitimate form of link
sharing that is easy to do if set up properly and
absolutely worthless if not set up properly.
Read more about this in the section, What Your Web
Designer Needs to Do.
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What
Your Website Must Do |
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Your
Website must follow the rules of whichever version
of the Search Engine Placement Game you choose to
play.
OPTIMIZATION
RULES
As
you might expect, the rules for getting your Website
ranked well in the FREE Section are tougher than the
rules for playing the Pay-Per-Click version.
But remember, winning the FREE Section
version will save you anywhere from $6,000 to
$60,000 a year in advertising costs.
So the payoff for this version is much
greater. Website
Optimization Rules start by researching the proper
keyword phrases.
Ten years after the Internet started for
business Websites and still many people are unclear
and uninformed about what constitutes a good keyword
phrase. Once you know what keyword phrases to use,
Optimization Rules dictate where and when and how
often they should be used on your Website.
Use your keyword phrases too often and you
may be guilty of SPAM.
Optimization Rules also dictate the basic
design of your Website, the use and placement of
text and graphics.
UNTOUCHED
BY HUMAN HANDS
When
you submit your Website to the FREE Section of the
Search Engines you can expect them to send out a
ROBOT = Computer Program to look at your Website.
No Search Engine Human will visit.
The search engines program their Robot to do
the job and this is why it is so important to follow
the rules.
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PAY-PER-CLICK
RULES
Should
you decide to play the Pay-Per-Click version, a
human will visit your Website to make sure that your
Website is really about what you say it is.
There are rules about using phrases such as
“The Best Agent or The Best” anything.
Your Web description can only be so many
words or characters.
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If you
want to attract buyers online your Web designer
needs to know that right up front.
It is also important for your Web designer
to know if you are going to play the FREE Section
game, the Pay-Per-Click version or both. Things always work out better when a Website is developed
based on plan that takes all your wants and needs
into consideration.
You can obtain a FREE Custom Web Plan by
visiting me online at
http://www.sellrealestate.net
/FreeWebPlan.asp.
I cannot stress too highly the importance
of starting your Website or any
marketing/advertising strategy with a
well-developed plan.
WRITING
OPTIMIZED TEXT
Your
Web designer must understand what kind of text or
words on the page that the search engines look for
when evaluating a Website for placement.
This is a very vital part of Search Engine
Placement.
TAKING
CARE OF META TAGS
Most
experienced Web designers know how to handle Meta
Tags but Template Websites do not always come with
the Meta Tags handled for you.
Some will give you the ability to do your
own tags but if you don’t know what you are
doing....well, it won’t work.
TAKING
CARE WITH GRAPHICS
The
Internet is a visual medium and people love nice
graphics. But
use graphics carefully.
Remember, the Internet was originally
created as a TEXT medium only.
Search Engine crawlers have some difficulty
with certain types of graphics such as FLASH and
too many graphics improperly placed can cause the
search engine to miss the words on your page.
Since the search engines LOVE words on the
page, your results will suffer if don’t give
them what they want.
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