| When it comes to e-commerce, the time-tested | | | | review your product or service. Pages should |
| cliché is, "Content is king." In this | | | | be created providing explanations for the |
| case, the cliché is correct.ContentFor the | | | | most simple to complex elements of whatever |
| purpose of this article, content is defined | | | | you are promoting. Make sure to cover basic |
| as pages of text on your site. Content is | | | | items. For a real estate agent site, topics |
| often broken down into two categories, | | | | should include 1) how to buy a house, 2) how |
| primary pages and information pages. Primary | | | | the process works from beginning to end; 3) |
| pages are the core of a site, to wit, the | | | | how escrow works and so forth. Never assume |
| home, FAQ, site map, about us, contact us and | | | | your prospect understands some element of |
| service or product pages. Information pages | | | | your product or service. Once these pages are |
| are additional pages that support the primary | | | | created, the site should be significantly |
| pages, explain your service or product and | | | | bigger and, thus, more attractive to search |
| answer questions. Primary pages convert | | | | engines.The next step is to review the |
| visitors while information pages generate | | | | results of the keyword research conducted |
| traffic.Primary PagesPreparing content for | | | | when you decided to build a site. Looking |
| your primary pages must be done carefully. | | | | down the list of keywords, focus on keywords |
| You should have a list of keywords you want | | | | with less than 1,000 searches a month. Every |
| to highlight for each page. Using these | | | | one of these keywords is a potential topic. |
| keywords, content should be written clearly | | | | Because there are few monthly searches, |
| and concisely. Do not sacrifice the flow of | | | | competition for rankings under each keyword |
| your text in an effort to maximize the | | | | phrase is probably low. As you site gains |
| placement of keywords. While this common | | | | links, the various information pages will |
| mistake can lead to quicker search engine | | | | move up into top rankings. If you have 50 |
| rankings, it can damage your conversion rates | | | | information pages each producing 100 clicks a |
| and give visitors the wrong impression of | | | | month, they will produce 5,000 free clicks a |
| your business. Traffic is useless if it can't | | | | month. Assume a conversion rate of 1/100 and |
| be converted to money. Focus on converting | | | | you have 50 sales. As more pages are added, |
| the visitor into a customer.Information | | | | the figures will continue to rise.Finally, |
| PagesInformation pages serve a number of | | | | forums are an excellent place to find topics. |
| functions. First, they explain and support | | | | Forums are sites where people gather to |
| your primary pages. Second, they build | | | | discuss issues related to a particular |
| credibility by providing evidence of your | | | | subject. The discussions typically start when |
| extensive knowledge and expertise. Unlike | | | | someone posts a question. Each question is a |
| primary pages, information pages can be | | | | potential topic for a page on your site. Make |
| written with more of an eye to keyword | | | | sure to focus on posts with lots of replies, |
| manipulation.Information pages also form a | | | | as the number of replies reflects the amount |
| critical platform for promoting your site. | | | | of interest in the topic. To find relevant |
| The pages should be written in such a way as | | | | forums, simply search for "forum + subject" |
| to be easily converted into articles. The | | | | on any search engine.In ClosingGoogle, Yahoo |
| articles should be submitted to directories | | | | and MSN frequently change the algorithms each |
| for publication with a byline including a | | | | uses to produce rankings. Such changes can |
| link to your site. As the articles are | | | | blow holes in search engine optimization |
| published, the byline will dramatically | | | | strategies. Continually adding relevant |
| increase the link count of your site. The | | | | content to your site is just about the only |
| higher the number of links to your site, the | | | | method to smoothly ride these fluctuations. |
| higher you move in the rankings.Information | | | | After all, content is king.Halstatt Pires is |
| Page SubjectsIf information pages are so | | | | with - a firm providing internet marketing |
| important, how do you come up with topics? | | | | services. |
| There are three methods.The first step is to | | | | |