| This amazing new technology has totally | | | | Other Options |
| revolutionized the marketplace, and more and more | | | | There are several very effective ways to |
| authors are taking advantage. It has flipped the way | | | | supplement your keyword efforts. Linking, particularly |
| marketers market, the way promoters promote and | | | | inbound links from other popular web sites on the |
| the way writers wrestle their way to the top of the | | | | same subject, are extremely effective in moving you |
| search engines. | | | | up on the search engines listings. Links provide a |
| If you haven't grasped this new concept, your book | | | | benefit to both parties. The inbound link will bring to |
| promotions will continue to flounder. Unfortunately | | | | your site readers who may never have heard of you |
| too many in the book industry, from beginning | | | | before discovering the link on their favorite site. The |
| writers in their twenties to old pros in their | | | | sending site benefits by enriching its readers with an |
| retirement years, are still bogged down in the | | | | additional source of information. |
| antiquated approach of reaching out to find their | | | | The "spiders" that the search engines send out to |
| customers. | | | | crawl through web sites and evaluate them for |
| Today's Web surfer is reaching out for YOU. Starved | | | | positioning on the engine's listing are highly impressed |
| for meaningful information, the burgeoning ranks of | | | | by quality links. They follow links and in that way |
| surfers turn to online sources rather than offline. The | | | | constantly discover new sites to evaluate. |
| proliferation of web sites, blogs and digital feeds | | | | However, it is important that your links be highly |
| from print media offers unquestionable evidence of | | | | pertinent to your subject matter and come from |
| this trend. | | | | well-respected sites. The quantity of links you |
| Mastering Online Selling | | | | establish is nowhere near as important as the quality. |
| The key to online selling is not simply announcing the | | | | In fact, if the spiders suspect that you are amassing |
| availability of information or product as traditional | | | | links randomly through "link farms" or other sources, |
| marketing has always strived to do by placing news | | | | they will punish you. |
| releases, obtaining press coverage and getting | | | | Press Feeds |
| interviews. | | | | With an estimated 50 million readers of print |
| The key is determining who is searching for that | | | | publications turning to the Internet to get their news |
| information and why. | | | | today, News Engines have become a prime source |
| Marketers have traditionally relied on a two-fold | | | | for exposure for Internet marketers. In 2006, Nielsen |
| approach: creating demand for a product and then | | | | Net Ratings reported that Yahoo! News, for example, |
| announcing its availability. In other words simply | | | | reached almost 30 million readers, far more than the |
| stating here I am and I have something that you | | | | New York Times and the Washington Post combined. |
| might want. That doesn't work on the Internet. The | | | | Companies like PR Newswire are now available to |
| trick is to discover who is searching for the | | | | aggregate press releases and feed them to the |
| information or tangible product that you offer. Once | | | | news outlets. |
| you know that answer, you ferret out the triggers | | | | A new technology, Real Simple Syndication (RSS), |
| that will bring them to your web site. | | | | has blossomed recently that allows you to send |
| Those triggers are the words or phrases that reflect | | | | material out directly to other sites and to news |
| what they are searching for and how they are telling | | | | groups without the intervention of an aggregator. |
| the search engines to find it. It's important to know | | | | Regardless of how your release reaches the News |
| where else they are searching so you can compare | | | | Engine, it is treated very much like straight news and |
| your success with the competition's Once you know | | | | its position in the newscast is determined by its |
| these answers, you open the floodgates and surfers | | | | relevance and importance. So your release can |
| pour onto your web site. That's what the new | | | | actually obtain what is comparable to first page |
| industry of Search Engine Optimization is all about. | | | | coverage |
| Using Keywords | | | | Distributing Articles |
| You have heard the term "keywords" time and again. | | | | Perhaps not quite as new as the technologies |
| These are the words surfers use to find a source for | | | | discussed above, writing and distributing articles on |
| the product they seek. Companies like Wordtracker | | | | pertinent subjects is a tried and true way of |
| and Nichebot have sprung up to help you determine | | | | obtaining visitors to your web site and upping your |
| the most effective keywords to move your product. | | | | ranking on the search engines. The universe of |
| They help you search for synonyms that surfers | | | | Internet surfers is voracious in its hunger for |
| might use, and show you how many web sites | | | | information. They will not only read your articles |
| compete using those terms? | | | | wherever they find them, but, if impressed by what |
| With Search Engines monitoring millions of sites, the | | | | you write, will head right to your site for more. |
| more frequently the keyword is used by others, the | | | | These articles cannot be advertisements or obviously |
| less chance you have to reach a meaningful position | | | | self-serving. That will turn off readers. They must be |
| in the engines' rankings. For example, I have found | | | | factual and informative. However, at the end of the |
| that the most obvious keywords in my own work, | | | | piece in a brief biography, you are free to mention |
| "retirement" and "writing," are overwhelmingly | | | | your writings, your web site or any other means of |
| competitive, forcing me to search far beyond them. | | | | making contact. It serves as your mini advertisement. |
| It is imperative to raise your ranking on the engines. | | | | You can send articles directly to other sites and blogs |
| Research unfortunately has shown that unless your | | | | yourself or you can use an article distributors like to |
| site appears on the first two pages of a search | | | | distribute your piece throughout the Internet. |
| engine, half or more of the people searching will | | | | Take advantage of this new world of topsy-turvy |
| never find you. They look no further. | | | | marketing, and see your book and article sales soar. |