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promotion is a very wide field that can be divided in smaller
categories: online advertising, direct mail, SE (search engine)
optimizing and positioning, link-builders and several others. Some
companies in these fields are credible, which you can distinguish
by their modest claims, and some are not, like those that promise
thousands of visitors in a short time for a small price.
When trying
all those strategies one by one, we found only one cost-effective
way of bringing visitors: fishing for lots of keywords at a time
in the main SEs. Our "hook" or gateway pages, which are
designed for top SE placement, are not a novelty. The fact that
they are also called doorway pages, pointer pages, anchor pages,
entry pages, landing, bridge, crawler, jump or supplemental pages
reveals their age and popularity...
Several
systems exist for automatically generating these Gateways.
However, they are not easily found while searching: either SEs
easily spot them and exclude them from their listings, or they
lack the necessary content for being effective. "Content
pages" is a good word among SEOs, meaning smartly hand-made
pages, while "Gateway pages" is a bad
word associated with abusive, cookie-cutter made pages.
Keyword
selection is a very tough exercise. Some people purchase frequent
keyword lists, some make research on search habits. Every
promotion expert has its own views about selecting keywords. There
are two
guys who claim to have broken the Google algorithm, and one of
their recommendations is in the keyword selection step.
Why not to
use a shotgun instead of a rifle?. We do not concentrate our
effort in the top, highly competitive keywords. Every keyword or
keyword phrase we can think of, we use. We have enough disk space
for them all. Hosting is cheap enough. We then use software to
make enough content, SE optimized content pages that accommodate
our army of keywords. We use so many keywords that we have to
distinguish between parent keywords and child sub-keywords, in
order to arrange them in interlinked page families. Our
parent-child pages only mention keywords within the family, to
avoid keyword-stuffing and build theme.
Ok, someone
will claim: "You can not make hand-made pages by software. It
is like the antique factory paradox: either they are antiques, or
they are made...". That is true. We got tired of making our
content pages one by one; there are many parameters to look at.
They must have the correct amount of links. They must be spread
across several domains. They must have all a different title and
description. They cannot all point to the same target. They
must have an exact keyword density and prominence. And most
importantly, they do not have to look like gateway pages. Believe
me, they are a pain in the eyes...
Anyway, our
"Shotgun" approach involves creating about 200-250
Gateway/Content pages for a standard website. We start obtaining
enough content, either taking it from the main website or by
making standard changes in the existing text. We then build a
database of as many keyword phrases as we can find, content text,
file names and other data. The last step is page generation
following the accepted rules for good positioning, devoting each
page to one keyword (parent-child pages) or two randomly chosen
keywords (random pages).
The
"random" pages are an important, additional component in
this strategy. We must admit that nobody knows how to make
top-ranking web pages, except for the SE algorithm designers
themselves. Thus, we make lots of pages with randomly chosen
parameters: keyword selection, density and order, page length,
image selection, metatag wording and others. We upload them all,
submit them to the SEs by means of a hallway or sitemap page, and
wait until the next Google dance.
It usually
works quite well. But there is one problem remaining: the pages
that we manage to locate in the top ranking are usually ugly and
only indirectly point to our main website. They are not
keyword-stuffed, but they still have more keywords and links than
a normal page, and they would not resist an abuse denounce and a
review by a human Google reviewer. This is a consequence of our
positioning effort, our random mixing of elements and our fear of
challenging the SEs abuse squad.
The solution
is simple: after we promptly identify the pages that came to the
top, we make a little retouching: colors, logo, structure,
content. We leave title, metatags and a few other critical items
intact: colors, logo, structure, content. Like in most favoured
positions in life, it seems that staying in the SE top is easier
than arriving there...
Sergio
R. Samoilovich
www.gatewaygenerator.com
support@gatewaygenerator.com |