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  By Mark Joyner                課程 (1) (3) (4) (5)

CEO, Aesop Marketing Corporation

網上推廣--短期課程 (2)登陸搜尋器

學會如何推廣商品, 增加瀏覽人數, 做個出色的推銷員.........

Many people erroneously think that Internet

Marketing begins and ends in the search

engines. This is absolutely false.

網上推廣並不只限於登陸搜尋器

While getting listed is definitely something

you want to do and certainly well worth your

time, it is not the only way to go.

當然, 登陸搜尋器是必然的工作, 值得花

時間去做。

If you set out right off the bat intending

to get a number one ranking in every search

engine out there, you are in for a long

and painful trip. 如果你想自己網址榮登

各搜尋器榜首, 未嘗不能, 但絕非易事.

It *can* be done, but it's certainly not

easy. To start out, you should use some

basic techniques to improve the quality

and position of your listings. I wouldn't

go any further than that. (At the end

of this listing we'll tell you where to go

for advanced studies.)此處不作解說,

但在課未會提供相關資源所在。

Let's get down to the details.

First you need to understand that not every-

thing people are calling "search engines"

are the same thing. There are a great many

types of places to submit your site and

each should be handled differently.

Let's look at the basic types one at a time:

搜尋器有多種形式:

1) Directories 目錄形式

These are categorical listings of websites

usually accompanied by a short review or

description. Yahoo is the consummate example

of the directory. You can search the listings

at Yahoo, and Yahoo has a "Spider" type engine

on the back end (when it can't find a listing

in its directory), but its heart is that

basic categorical list. "Yahoo!" 是其中一個

例子。

To get a high rank in a directory, you need

to be either placed in a category that shows

up before others or your listing needs

to start with a low letter of the alphabet

depending on how the directory delivers

search results. This is highly dependent

on each site. 要在目錄內取得高排位, 通常要靠公司名稱字頭
或筆劃數目來決定
, (: 目錄的排位情況有如字典) 或是要
把公司放在較高的子目錄。

When submitting to these sites, your listing

is usually reviewed by a human before being

entered into the database. Your challenge

is presenting that human with a listing

that is acceptable to them and also one that

will entice the web surfer to visit your

site.

Since the reviewer sees many sites every day,

he has a low tolerance for hype-filled marketing

slogans and fluff. (Of course, there are

some sites that don't review listings at all

before entering info into the database in

which case you're pretty much given free

reign) 由於目錄形式的搜尋器多數以人手檢視網站,
他們不會有太多時間溜覽
,
亦不想看到太多的廣告
口號或失誤。

Now, as for the web surfer, he is bombarded with

choices and advertisements on the web all

day long. *He* has a low tolerance for hype

and fluff, too.

If you follow these rules, you should always

be able to please both the review *and* the

surfer:

a. Get to the point quickly and concisely.

Tell what you're site is all about and move

on. 要清楚而直接告訴溜覽者你的網站內容。

b. If the directory doesn't review your

entry, show how your site will benefit the

surfer. If it's a site where the listings

are reviewed first (like Yahoo), just stick

to the facts or you won't get in at all.

要令溜覽者知道溜覽你網站的好處。

c. Try to include some of your keywords

in your title. Since many people will

conduct a search of the directory listings

and not just browse to the right category,

it's important that your site will be indexed

in such a way that a potential visitor

interested in what you have to offer can

easily find you. 要把若干搜尋關鍵字包括在網站 "title" 內。

These are the dead basics of breaking into

the directories. For more advanced techniques

and "back-door" techniques for getting into

the big ones like Yahoo, check out 

1001 Killer Internet Marketing Tactics

 

2) Spider Engines (or True Search Engines)

搜尋器

These sites are based on actual extracts

from the contents listed on your site.

Contrast this with the directory that bases

its listings on what you submit or a reviewer

writes. 此類搜尋器不會要求你寫網站介紹, 他們只以機器綜
觀你網頁的內容來排名。

Common examples are HotBot, Alta Vista,

and Webcrawler.

These engines work by sending out a "spider"

(an automatic surf robot) that visits your

site and takes a quick snap-shot of your

page (s).

The nature of this snap shot varies

considerably from engine to engine. For

example, one may look at the first 500

characters of your site and nothing more.

Another may look at your title and meta-tags

(see below) and nothing more. 各搜尋器

綜觀的內容各有不同, 有些看 "title",

有些看 "meta-tags", 有些只看你網內首

五百個字.....

Each one in turn ranks search results

differently as well. When people say they

want to "come up first in the search engines",

they are generally referring to manipulating

the spider engines in such a way that they

will come up first when someone searches

for a particular keyword.

There are a great many sophisticated methods

for attempting to achieve this goal. Some

will work and some will get you kicked out

of the engine entirely. I recommend sticking

to the basics and moving on to more sure-fire

promotion techniques. 坊間有很多複雜的方法可令你網
站排名第一
, 但有些則只會使你網站被拒於搜尋器外!!

At a minimum, though, here are some of the

very basic things you should do to enhance

your listing: 以下是一些基本的提高排位

方法:

 

a. Your Title Tag 標題標籤

(此為 HTML 語法之一)

This tag is in the page "head" of your

HTML (between <head> and </head>), and looks

like this: 此語法在 <head> </head>

標籤內, 如下示:

<head><title>Your Page Title Here</title></head>

You want to use as many keywords here as

possible. Just be sure not to make it look

tacky.. 最好包括多些關鍵字...

When most search engines display your page

data as the result of a search, the <title>

tag is the first thing they display.

搜尋器會把你 <title>標籤內的文字列

出給搜尋者參考, 所以<title>內的內容

必須專業。

 

This makes it doubly important to ensure the tag

looks professional. If the tag says something

like "tools tools tools plumbing plumbing

plumbing", the type of person you are looking

for probably won't even click on the link

even if it does show up first in the search

engine.

It's up to you to creatively include your

keywords in a professional looking title.

The title can be long (no more than 70

characters is best), 標籤<title>內的文字

最好在七十字內 but it had better not

be just a keyword list. Have a friend look it

over to see what they think. If they don't

ask "where can I get this?" try again!

 

b. Meta Tags (其中一種 HTML 標籤)

Meta Tags are the most basic tools for

manipulating the search engines. Some search

engines will use these Meta Tags to index web

content and give this more weight than the

actual content of the page. 有些搜尋器會

Meta Tags 內的內容來定義網頁內容。

For instance, if the first line of text in

your page says "John's Hot Rod Page" and the

"description" Meta Tag says "Jane's Cooking

Page", some search engines will think it's a

cooking page and not a hot-rod page.

(OK, it's an extreme and unrealistic example,

but you get the point.)

There are two main Meta Tags recognized by

the search engines: "description" and

"keywords". These tags need to be placed in

the "head" section of your html document just

like the "title" tag mention above.

META Tags有兩種標籤, 一種是 "description""描述", 另一
種是
"keywords" "關鍵字"

The tags should look like this:

標籤應在 <head> </head>之間, 其語法如下:

<meta name="description" content="Descriptionof your document goes here.">

<meta name="keywords" content="your,key,words,

here,like,this">

It's that simple. Remember, some engines will

look for agreement between the "description",

"keyword", "title" and body text. So, try to

use the same keywords in each field.

有些搜尋器會找尋在 <title>, <keywords>,

<description> 三欄內互相吻合的字眼為準;

That is, if your keyword list contains: "plumbers

plumbing pipes tools", you need to make sure

that you not only include those keywords in

the "keywords" meta tag, but also the

description, title and body text.

Remember though, every search engine is

different. Some search engines will use only

the first line of body text. That is, the

text that comes right after the <body> tag

in an html document.有些搜尋器只會看

你網頁的 <body> 標籤內第一行文字。

  

    c. Your Body Text

Since some engines don't look at Meta Tags

at all, you need to ensure the body of your

document contains some of your keywords as

well. In general, you should try to include

them up close to the top of the page (although

some engines will spider the entire contents

of your page no matter how much content you

have).

Don't get so wrapped up around this that

you sacrifice the content of your site. Your

primary goal is to create a site that

accomplishes your goals - getting listed

high in the search engines is not a worthy

goal - selling a product or service is!

If you want a detailed analysis of each of

the major search engines, exactly how to do

well in each of them, and a report on "Search

Engine Skullduggery" (search engine rip-offs

and myths that are sucking your pockets dry),

then check out the Submission Sniper. It's

currently being offered as a free bonus

with 1001 Killer Internet Marketing Tactics:

http://www.killertactics.com 要找尋各大搜尋

器攻略及秘訣, 可以參考 "1001 Killer Internet

Marketing Tactics" 一書。

3) Classified and FFA Pages

分類廣告及免費登錄網頁

These are generally dumping grounds for

adds where your listing is added instantly

and you have free reign on what you can submit.

Generally you submit a URL and a title for

that URL. That's it.

The trick here is to get your listing to

stand out above all others. Since hundreds

of listings are added to these pages every

day and your listing will be sandwiched

among many others, it's a real challenge

to write a headline that gets read at all.

刊登分類廣告時要有特出的標題,

Simply clearly state the benefits and write

your listing in such a way that it stands out

and you will get far better results than

most. Another good trick is to include

a headline that leaves the person hanging.

Ask a question that has to be answered and

they won't be able to resist clicking!

告訴別人將會獲得的利益; 或以懸疑

的方式提出問題, 讓人無法不 click

觀看。

For further study see 1001 Killer Internet

Marketing Tactics, where you are shown three

ways to change bland FFA marketing into a

killer promotional tool. Also, you'll

learn exactly what tools to use (and what

tools to avoid like the plague) when promoting

your website.你可以在以下網頁找到更多

資料:

1001 Killer Internet Marketing Tactics

 

協力: 創亞市場(香港)發展公司

著作人為 Aesop Marketing Corp 網上行銷行政總裁.版權所有, 未經原著作人批准, 不得擅自轉載或翻譯內文.

 

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