Amit Mehta of PPC Classroom 2.0 suggests various website design and use ideas to make you website more search engine friendly.

To this may be added resources listed in the first section of Online Resources for Affiliate Marketers.

Granted, there are exceptions. Some of the Stompernet guys–I think originally it was a gal–found that an exceptionally high percentage of people who type in the words “baby gift” into a search engine actually do so because they want to buy a baby gift.

But for most searches, people are looking for information. So Chuck’s take was to use the magic word “free” in one’s advertisement and offer some decent value, in this case a pdf, video, software, or mp3 with valuable information. It may be an overused hook, but still a good one that may give the searcher what he or she wants. Or a piece of it.

Chuck’s other point was less common: Write an Adwords ad for each and every keyword/keyword phrase. Most people use a long list of keywords for each ad. But search engines like a close correspondence between the words people type in and what they see in results. Its called relevance. Relevance tends to keep the searchers happy with the search engine.

Chuck’s idea was to maximize the relevance in three ways: (1) as mentioned, write one ad for one keyword in every case, (2) include the keyword in the ad two or more times, (3) include the keyword more than once in the landing page to which the link in the ad goes.

To facilitate points (2) and (3), Chuck as developed some software that dynamically inserts keywords into ads and landing pages. His new product will be launched next week at keywordesp.com, and no, I am not affiliated with Chuck and don’t benefit financially from telling you about this.

I just think it is a great idea and a good lesson in relevance for PPC.

Meanwhile, rising robotic click fraud is increasing demand for PPC solutions.

Granted, no marketing means or media is without its challenges (or benefits). But new websites for small businesses are likely to increase in number for the foreseeable future. For those that work their way to success, less expensive advertising methods are likely to become popular, especially at the beginning. Of these, the following effective methods especially come to mind.

First, Article Marketing

Some article sites do not adequately screen “contributors” who stuff their site with poor quality and plagiarized content. Others article marketing sites are more careful and maintain a better reputation.

The advantage for the start-up businesses that provide quality content for readers, of course, is links to the business’s website(s) and improved organic search rankings. Those providing useful content in the body of their article are usually allowed a small space at the end for business promotion.

Authors may contribute to some sites for free (e.g., ezinearticles.com). Others offer a service for a modest fee to distribute each article to multiple sites (e.g., www.articlemarketer.com).

More to follow …

Peter Rubel