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Internet Marketing Class Notes

(For the current month)

 

The following is a collection of notes that I made for myself during the class.  They are provided in the event they may be useful to other attendees. Copies of presentations made in class are available on the "Past Clinic Topics" page at the end of each class description. Current information of interest will be added to my Internet Marketing blog.

 

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10/20/2004	Google is again making changes to how it ranks sites in its listings. They are placing much more emphasis on the concept of "theme-ing", that is, looking for a correlation between the themes of each site and any that the site links with. This increases the importance of getting quality links for your site rather than just getting large numbers of links from a variety of sites. Jay continues to recommend setting your target for keyword density low on new pages. For Google, this means starting at 2%, and for Inktomi, 4%. Note that these are "starting points" for density targets. Modifications to increase ranking can increase these values on an incremental basis until desired ranking is achieved! Remember that the "title" of the page is the most important place to position your keywords for the page. Don't repeat the title immediately on pages that are designed for Google ranking. Your keyword focus should be emphasized again within the first 200 characters of your page content. Note that this strategy is different for Inktomi, which prefers that the keywords be spread throughout the page content rather than emphasized at the beginning. Jay introduced the new Google Desktop Search tool, and discussed the impact it will have on searching and how Google will use it to "monetize" the search process. The remainder of the class was spent examining the web site for "residential landscape lighting" and reviewing how changes have been made to the site to increase ranking on specific pages. This site represents Jay's best current thinking about how to optimize a commercial site to achieve the top rankings on all the relevant terms. {Class Notes}
10/6/2004	This class was a review of how to set up a web site using Microsoft Frontpage. In  a question about keyword research for web sites, someone asked if there were other tools for research in addition to WordTracker. I have compiled a short list of additional tools and posted them to my useful references page.