Chapter 6. Maximizing Pay-per-Click Strategies

IN THIS CHAPTER

  • Understanding keyword placement

  • Alt and other tags and attributes

  • URLs and file names

  • Writing keyword advertise-ment text

  • Creating great landing pages

  • Understanding and using A/B testing

  • Avoiding keyword stuffing

Understanding Keyword Placement

Having the right keywords is far more than just ownership. Once you have them, you have to use them properly to gain any value from them at all. For example, you might know what the hottest keyword on the Internet is, but if you don't use that keyword on your web site properly, it won't do you much good at all.

Once you're developed the perfect list of keywords, what are you supposed to do with them? In previous chapters, you've heard a little about the tags, text, and links where you can use your keywords. But it's not as simple as just throwing a keyword in here and there. You must know where and how to place them on your site properly so that search engines will interpret them properly and take notice of your web site.

Alt and Other Tags and Attributes

You've probably heard the term "alt tags" a time or two. It's been mentioned more than once in this book. But hearing the term and understanding how it works are two different things.

The first thing you should understand about alt tags is that they're not really "tags" at all. Rather, the proper name for these is alt attributes. The term "attributes" is used because these are (more accurately) different attributes that enhance the tags you ...

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