Lots of you are using your advertising to drive consumers to your website to search for more information on specific product and offers. However, if the consumer doesn’t know your acutal web address, they’ll do a search aka query in Google using keywords or phrases about what you do. The results of a google query are generated in seconds and the sites are ranked based on the relevance to the original keywords entered for the query.

http://www.squidoo.com/how-to-rank-high-in-google
It is better to rank #1 or #2 for a specific keyword phrase such as “stock market investing tips” than to rank #100 for a more general keyword such as “stocks”

Step One: Make a list of targeted keyword phrases
After you have made your list of possible keyword phrases narrow down the list to the phrases that you really want to target. Use keyword research tools such as the keyword selector tool, Wordtracker and Keyword Discovery to find the keyword phrases that will be most worth your time to go after
Step Two: Create an optimized page for each keyword phrase on your list
It is a better strategy to just stick with optimizing for one keyword phrase per page. By focusing on one phrase you are more likely to rank high for that particular phrase and you may get lucky and rank high for other related keyword phrases at the same time.
Step Three: Obtain quality backlinks to each of your pages
The third and most important step in ranking high in the search engines is to obtain links from outside sites. The more links the better, but you should focus your efforts on sites that themselves have many links pointing to them, because the search engines place higher value on links from those sites. The amount of links that a site has pointing to it is called link popularity.
Google uses a ranking system called PageRank to measure the link popularity of each page. Do a search for “Pagerank tool” or download the google toolbar to find out the pagerank of specific pages. Don’t rely to heavily on PageRank to determine a pages worth, though. It is more important to obtain links form sites that are relevant to yours than. For some ideas on how to get links please visit Andy Hagan and Aaron Wall’s 101 Ways to Build Link Popularity in 2006 article.

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