Your Newsletter As Search Engine Superhero? By Jessica Albon
Copyright 2003, The Write Exposure
Newsletters are magical things--they can attract customers,
increase company profits, establish expertise and much more.
But, did you know they can also help you increase your search
engine rankings?
Your newsletter can help your search engine ranking by
specifically focusing on your keyword phrases. Perhaps the
easiest way to keep each issue of your newsletter relevant to
your keyword phrases is to make a list of the phrases you target
and brainstorm article ideas for each phrase. Then, as you write
each article from your list, try to incorporate the keyword
phrase into the title of the article, and, of course, use it
regularly throughout your article (caution: don't overdo it or
your article will be awkward to read).
By posting archives of your newsletter on your website, you'll
be keeping each targeted issue available to search engine
spiders. If you archive issues by subject (using your keyword
phrases, of course) instead of date, they're likely to help your
rankings even more. Also, when archiving issues, make sure you
use a standard HTML link (instead of JavaScript) to help search
engines catalog each issue.
Another benefit to posting archives online is that other sites
will frequently link to either the specific issue or your
website, telling visitors about your newsletter archives. This
can help boost your link popularity (along with bringing you
some extra targeted traffic). You can make the most of such
links by actually suggesting webmasters link to your archives.
Because you'll be updating your newsletter regularly, search
engines will give you points for regularly updated content.
Plus, your site will be continuously expanding, giving spiders
new information to index with each visit. And, when you're
posting each new issue, make sure it has a link back to your
index page. As spiders go through the new content, you might as
well register another link to your homepage.
Some publishers go the extra step of setting up a domain
specifically for their ezine, separate from their regular
website. If you feel you have enough content to support both
(without duplicating your content), this might be something to
consider. Just make sure you have the time and energy to manage
two separate sites as adding a new domain will take more time.
By focusing each issue of your newsletter on one or more of your
keyword phrases, posting archives online, inviting webmasters to
link to your newsletter archives, and keeping your newsletter
updated, you'll find your rankings climbing. Go the extra mile
and set up a domain just for your newsletter and you may find
yourself with two top ranked sites. As with any newsletter,
remember, content matters most, whether your primary goal is
more sales, or better search engine rankings.
You're already producing a newsletter. It’s definitely worth the
extra time training the newsletter to multitask and to see your
site climb in the search engines.
About the author:
"Do You Make These Six Mistakes in Your Company Ezine?" Find out
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