by Mary Johnson -- Web Site Helper LLC
  March 31, 2005  Issue 15

• Is Your Web Site Ready for Dr. Phil?
• Longer Search Phrases Yield Higher Conversion Rates

Is Your Web Site Ready for Dr. Phil?
--- The Story of the American Orphan Association

I've got a great story to tell you -- and it is true!

Question:  What do you get when you combine cancer, murder, and lots of emotional problems?

Answer: A gripping true story of inspiration...

That story belongs to Jim Long (read his unbelievable story ), the Executive Director of the American Orphan Association, headquartered here in Dayton Ohio.

Money Makes the World Go Round

Jim is an orphan who is making his dream come true helping others with a similar fate. To do that takes money and to get money takes exposure. That's where Dr. Phil comes into the picture.

Jim contacted Dr. Phil. Months went by. And out of the blue he got a call from Dr. Phil's producer.

What made them call? Was it simply the gripping story that he put in the letter? Maybe.

Maybe it was his Web site which provides more in-depth information such as photos, details about his scholarship program, and other information that gives his cause legitimacy and credibility.

Is Your Web Site Ready for Dr. Phil?

• When was the last time you looked at your Web site? A telling tale is staring right at you in the form of the copyright statement in the footer. Does it still say 2003? I rest my case.
• Is your content updated -- listing all of your services? Better yet, does it list all of your benefits. There is a big difference.
• Have you some fresh testimonials to add that have actual names instead of the dubious "satisfied customer from Ohio"?
• Dr. Phil is a busy man. Do you make it easy for him to find what he wants quickly, without broken links. Check out your site for broken links by going to http://validator.w3.org/checklink.

Your Web site is a reflection of you and how you run your business

Don't treat it like an orphan. Give it some love and attention and it will bloom and give you back results ten-fold.

And by the way, if you can find it in your heart to give a few dollars to Jim's orphans, I know they would be ever thankful. Last year he helped five orphans with tuition assistance. Please give what you can right now through his secure online payment site using your credit card or PayPal.

Longer Search Phrases Yield Higher Conversion Rates

What surprises most people is the length of the search phrases that people are typing in these days. Searchers are getting quite sophisticated -- using four, five, six, seven or more keywords to find what they want.

This is good news because the longer the keyword phrase, the higher the relevancy and the higher the conversion rate. Let me explain.

If someone searches on "centerville ohio", they could be wanting directions, the weather, or any of a host of other things. It is too generic and yields patchy results.

The searcher will learn pretty fast that they need to narrow the search.  Next, they may search on "centerville ohio homes for sale".  This is much more specific -- obviously someone who wants to buy a home.

If you are a realtor that sells homes in Centerville OH, you want to show up under those kinds of phrases and leave your competitors in the dust.

get higher ranking for the keywords that will bring in higher conversions

1. Create separate Web pages for similar keyword phrases that repeat many of the same words such as:
   • remodeling in dayton ohio
   • kitchen remodeling specialists
   • remodelers specializing in kitchens
2. Work these phrases, naturally, into new content that provides useful information that shows off your expertise, helps your visitor solve a problem, or makes them more familiar with a technology.

As a result, your Web site will be improved in the following areas:

1. Better content. Your web site visitor will recognize and appreciate your expertise and this may be the deciding factor for choosing to work with you for their upcoming project.
2. Search Engine Friendly Techniques. This approach will keep you in the good graces of the search engine spiders that visit your website for inclusion. The last thing you want to do is to be considered a spammer and get banned by stuffing your keywords unnaturally onto a page.
3. Higher Ranking. This step is essential for getting higher ranking. But it is not enough on its own to give you the results you need. Couple this with a good link exchange program and you are on your way to getting measurable results.

Follow this tip to increase your chances of getting found in the search engines for phrases that target your market.

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