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Never include a competitor’s name in your keywords. Because several search engines read only a small amount of content for keywords, you lose valuable page real estate to irrelevant keywords when you use your competitor’s name. In addition, there have been recent legal battles regarding the use of competitors’ names within one’s keywords. • Common misspellings of words—There are many words that people misspell on a frequent basis. The question here is, do you include those misspelled keywords in your site or not?
What can you provide for them on your Web site that will WOW them? Your objective should be to exceed the target market’s expectations. Your main target market might be your potential customer, but other target markets might include existing customers, or the media, or those who influence the buying decision for your potential customers. When you look at—really look at—potential customers versus existing customers, you realize that what these two groups want and need from your Web site is probably different.
But before you submit to the search engines, you have to be sure your site has been designed to be search engine friendly. In this chapter, we cover: 24 • The methodology to make your site search engine friendly • The key elements of Web site design to accommodate search engines Designing Your Site to be Search Engine Friendly 25 • The all-important content • The importance of keywords in all aspects of your Web site • The elements that are in the search engine algorithms or formulas that are outside your Web site • The importance of link popularity and link relevancy to your search engine placement.