| All ecommerce businesses employ embedded | | | | This is also true of external links from |
| links to improve their Page Rank, and to lead | | | | partners, press releases, articles and shared |
| customers from one area of the website to the | | | | content links. The bottom of the article or |
| next. One of the most common is 'Click Here'. | | | | press release includes a short tag. That tag |
| These lead to the website's most important | | | | should embed the link in a keyword phrase, |
| pages, buy now pages, and squeeze pages. Most | | | | and it should be inside the link, not at the |
| webmasters discount these links as | | | | end. Many Do-It-Yourself Internet Marketers |
| unimportant. | | | | add the URL, believing users will remember it |
| | | | - they won't. So, the benefit of an |
| Unfortunately, they can throw a website's SEO | | | | 'executive level' link is lost, because the |
| campaign out of whack. Think of it, the | | | | URL is written out and is not remembered by |
| ecommerce site invests months of work, and | | | | visitors. |
| countless dollars in graphics, images, and | | | | |
| content to build the perfect sale's tool. | | | | This is a trick, because many of the article |
| Then, without thinking, they add 100 'Click | | | | directories will not let users add embedded |
| Here' links. | | | | links at the end. And, if they do, it limits |
| | | | the number of publishers who will list the |
| Focus on Search Engines | | | | article - because it might throw their own |
| | | | Internet Marketing Campaign out of balance. |
| When the search engine robots travel to the | | | | |
| site to 'spider' the content and rank the | | | | Images |
| website, 'Click Here' becomes one of the | | | | |
| dominant keyword phrases. It is fun to go to | | | | Despite the fact that all self-help sites |
| Google and type in the keyword phrases 'click | | | | teach Internet Marketers to add keyword |
| here' to see what happens. No one starts out | | | | phrase tags to the image, most do not. Adding |
| to be #1 for the keyword phrase, 'click | | | | alt tags to an image can make a vast |
| here.' | | | | difference to a website's rank, especially an |
| | | | ecommerce shopping market. |
| Tagging the Bottom of the Content | | | | |
| | | | A single shopping cart can have 1000 images. |
| Another mistake is adding a list of links at | | | | Each of them can be an 'embedded link' |
| the bottom. Google gives very little weight | | | | joining the image to a 'more information' |
| to links at the bottom of a page. So, adding, | | | | page. This page may have more information on |
| 'cheap digital camera' at the bottom of the | | | | the product, or a group of products, |
| page will not attract search engine robots as | | | | directions on how to use an item, or even |
| well as using the same keyword phrase buried | | | | information about the product's company. |
| inside content. One way to sidestep these two | | | | |
| problems is to use a short comment: | | | | The trick is to make sure that the keyword |
| | | | phrases in the meta information on the first |
| Click here to see our selection of cheap | | | | page matches the keyword phrases used in the |
| digital cameras including the Cabaret 300. | | | | image - and, the keyword phrases on the new |
| | | | page. This will create a top level link |
| The above example asks for the sale, tells | | | | exchange. It is important to remember that an |
| users exactly what will be on the next page, | | | | inbound link does not need to generate 'off' |
| and employs an embedded link, everything | | | | the website. |
| needed to satisfy both human visitors and | | | | |
| search engine robots. | | | | Keyword success is a never ending battle. It |
| | | | can make the difference between profit and |
| External Links | | | | loss, and should be the first consideration |
| | | | for an ecommerce business. |