Even though your website promotes a product/service, your website is a product unto itself, and you have to promote it. A multimedia approach is most effective. Make sure your URL appears in all ads you do for your product/service, as well as on your letterhead and business cards. Teach classes or give lectures on your topic of expertise and hand out class material that has your website and contact information included. Whenever you send email to an affiliate, partner or customer, include your website address in your email signature line.
Search engines consider where you place your keywords, and how many times you use them, in order to figure out your ranking and the relevancy of your site to a customer search request. You want to be ranked as high as possible on the search engine list, so place keywords in the page titles and meta tags and early in the content of your page.
Think of your website as a series of websites, not just a home page. Then you realize that each page of your website must be search engine optimized. You can help accomplish this by using keywords in page titles. The title of each page, the keywords you use on that page and the phrases you use in the content will draw traffic to your site using different search engine terms and techniques, so be sure you capture all the keywords and phrases you need for each product, service or information page.
Because the web is an ever changing landscape, you have to keep track of your own web results, what is happening with the competition and the best and highest search engine ranked sites. Find and use tools that will help you cut through the muck and mire and get to the heart of what is happening, develop your website plan, test your own website links, develop and review online ads, find affiliates and partners and more.
Make sure you are using the right keywords to get potential customers to your website. Do some researches on sites like http://inventory.overture.com/d/searchinventory/suggestion/. Type in the keyword(s) and keyword phrases you think are going to work on your site, and see if these are actually the ones that most customers use. Include commonly misspelled words in your keyword list so you Don't lose a customer just because they Don't know how to spell.
You can also test keywords at wordtracker at http://www.wordtracker.com. Wordtacker will allow you to find and research dozens of combinations of keywords.
Using the correct keywords to attract your target audience based on what they search for will cause search engines to spider your articles more often, raising their rank in organic searches.
