The Hard Line Keyword Sales Pitch
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Have you ever tried to be nice to one of those kids making money for college by allowing them to "clean your carpet" for free? Then, after they sucked all that dirt out of one little spot, you remembered they couldn't leave until their "supervisor" came to pick them up? You knew that you would have to suffer through one of those tenacious hard-line salesmen before you could get rid of the two of them.
Here is a technique that makes your web page do the job of that supervisor. It's for use when your main objective is to sell, or otherwise convert the visitor, and you have a good product, for which there is a ready market.
With this technique, the goal is to take our share of those customers who are already looking every day for the product that we want to sell. It is a hard line approach from the search engine robot's point of view. To the human reader, your web site will feel organized, authoritative and give a sense of credibility to your business, encouraging the "buy" or sign-up from those who are serious, ready-to-buy customers.
Start with the Domain
Let's say we want to sell bat houses.
If we were real people looking for a place to buy a bat house, we would start with our favorite search engine and do a search for "bat houses." Because this is the first phrase that comes to mind when thinking of our product, we know that the most efficient and aggressive domain for this product from a keyword standpoint would be bathouse.com. It should be a dot com domain because most people are still conditioned to automatically associate it with the domain name, even after being told the top level domain is .net or .org.
After our potential customer finds our web site the first time, we want them to be able to remember it and return -- especially if they didn't buy the first time, or once they need three more bat houses after they see how well this one works.
If our first choice of domain name is taken already, we will try variations until we come up with something that is similar. For very popular keywords, we may have to work a bit to get what we want. Other variations of bat house could be:
Bat-house.com
Bat_house.com
Bathouses.com
Bat-houses.com
Bat_houses.com
For very popular keywords, even these will be taken, so we get more creative with domains like:
Batshouse.com
Bats-house.com
Bats_house.com
Batshouses.com
Bats-houses.com
Bats_houses.com
Most domain providers will offer suggestions for variations as well. We want to stay as close to the original keyword as we can.
The Domain IS Our Keyword
Because our domain is our keyword, every internal link we create and every page in our domain reinforces our relevance.
Keyword optimizing is easy. Make title, meta tags, descriptions, etc, begin with the domain name, in this case "bat house."
We will use every optimization technique for links and images that follow on the remainder of the page, by filling all the tags with our keywords, and using names for links and images that relate to the keyword.
Be certain that all of your images are named for the keyword.
bathouse-tall.gif
bathouse-large.gif
bathouse-fancy.gif
Use at least three images that have high visual relevance to the domain name / keyword. We would not use pictures of bats flying in the wild. We want images of the house(s) we have to sell, or if we have just one, we'll show the house in different views, sizes or uses.
Next: The Ask for the Sale Keyword Link >>
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