In this chapter you learned:

• The difference between a search site and a search engine.
• What spiders are and what they look for when indexing and cataloging pages.
• Why pop up window should be avoided.
• Why Java should remain in your coffee cup where it belongs.
• Why enabling cookies should not be mandatory.
• The various types of search engines.

In this chapter you learned the following:

• The importance of a user focused site.
• How to analyze your existing site.
• What to consider when building your site from scratch.
• How surveys will help you to learn what your site viewers are looking for.
• The importance of compelling content.
• The effective use of articles and blogs.
• How email marketing can boost your popularity and get more leads.
• How SEO can make your site a lead generating machine.
• The importance of email links.
• How to launch an email marketing campaign.
• Using opt-ins to add to your email marketing list.
• How to write a newsletter.
• The importance of speaking in plain language.
• Using freebies to get more leads.
• Revamping the Request Information Form.
• Additional ways to use surveys
• Why it’s important to have free reports.

In this chapter you learned the following:

The importance of a user centric site.

How to analyze your existing site.

What to consider when building your site from scratch.

How surveys will help you to learn the information that your site viewers are looking for.

The importance of compelling content.

The effective use of articles and blogs

In this chapter you’ve learned the following:

• Define your online goals before you design your website.
• Start slowly and steadily increase your SEO techniques.
• Have a plan in place to handle your increased amount of leads.
• An informative website is key to SEO.
• Before you can make your website informative, you need to gather some information yourself.
• Why Internet leads can be better than walk-ins.
• Focus on your website before you focus on your search engine positioning.

When search engines look to retrieve information, their biggest consideration is the text on the web site. This includes text that is both visible and invisible.

Although your web site may be filled with text, if it is not properly instituted, the engines won’t recognize it so your 10,000 word web site, might as well be virtually blank.

Even if you have a visually stunning site that includes audio, videos and cool graphics, the engines won’t see all of your hard work and instead may skip your site and return with one of your competitor’s sites to display at the top of the search results page.

Text in this sense means more than the letters used when designing your copy. In order for the search engines to see your site, it needs to be in HTML coding.

HTML stands for Hyper Text Markup Language and this is what the search engine spiders see when they crawl around the net, indexing pages.

Don’t worry, it sounds a lot more complicated than it is. Search engines and spiders will be discussed more in Chapter 4, but for now it’s important to introduce you to the terms used in SEO.

Using HTML means adding tags to the title and body of your website so that the engines can find it. For example, if the title of your page is Any Realtor in Any State, in HTML the search engines would see,