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MYSS! 2002
Traffic Volume - Table of Contents
1 Intro to Building Traffic 2
  1.1 So What Do We Know For Sure? 4
  1.2 #1 Traffic-Building Reminder 6
2 Online Ways to Build Traffic 9
  2.1 Time and Money Wasters 10
    2.1.1 Banner Ads 10
    2.1.2 Banner Exchange via Banner Networks 21
    2.1.3 E-mail Marketing 23
    2.1.4 Two-Way E-media 27
    2.1.5 Classified Ad Services 28
    2.1.6 Sweepstakes and Promotions 29
    2.1.7 Buying Keyword-Related Ads 33
    2.1.8 Real Names 34
  2.2 E-mail Sig File 37
    2.2.1 Designing a Sig File 37
    2.2.2 Testing a Sig File 39
    2.2.3 Sample Sig Files 39
  2.3 Affiliate / Associate Programs 41
    2.3.1 Why Affiliate Programs? 42
    2.3.2 First, Is This For You? 44
    2.3.3 Third Party Affiliate Providers 46
    2.3.4 Three Important Thoughts 50
    2.3.5 How to Build, and Keep, Your Affiliate Sales Force 51
    2.3.6 The 5 Pillar Program 59
    2.3.7 The High Reward, Low Risk Answer 68
    2.3.8 Stay on the Cutting Edge... 70
    2.3.9 Getting The Word Out 71
    2.3.10 Affiliate Link Popularity 74
    2.3.11 A Stellar Newsletter 75
    2.3.12 Standing Out Above The Crowd 76
    2.3.13 One Final Thought... 78
  2.4 One-Way E-media 78
    2.4.1 Ads -- The Seven Step Process 79
    2.4.2 Articles 85
  2.5 Endorsement Marketing 88
    2.5.1 Endorsement Partners -- The Quest For The Super Affiliate 89
    2.5.2 First Contact! 98
    2.5.3 With A Little Help From Your Friends... 100
  2.6 Viral Marketing 102
    2.6.1 Powerful Pivotal Principles 105
    2.6.2 What's the Plan, Stan? 109
    2.6.3 Helping the Virus 110
    2.6.4 Ah-Choo! The Bottom Line... 111
3 Search Engines... Bargain of the Millennium? 113
  3.1 Pay-Per-Listing/Pay-Per-Inclusion 115
    3.1.1 Directories That Charge... 118
    3.1.2 Engines That Charge... 119
  3.2 The Single Most Important Overlooked Fact... 122
  3.3 Understand How Surfers Search 123
  3.4 How to Generate Keywords 127
    3.4.1 Put On Your Customer's Shoes 127
    3.4.2 Check Out the Competition 129
    3.4.3 Get the Search Engines to Help 133
    3.4.4 Helper Tools 137
    3.4.5 Review Your Own Log Files 140
  3.5 Picking the Best Traffic-Building Keywords 142
    3.5.1 Categorize -- General vs. Specific Keywords 143
    3.5.2 Prioritize -- Building Your Edge 146
    3.5.3 Combine -- Increasing Your Advantage 148
    3.5.4 Prune -- Eliminate Keyword Overlaps 150
    3.5.5 Delete -- Final Keyword Selection 150
    3.5.6 Hone -- One Last Step 152
  3.6 Don't Hurt Your Best Friends 154
  3.7 The Engines -- Where are We Now? 155
    3.7.1 What Do The Engines Do, Anyway? 156
    3.7.2 The Evolution of Optimization 159
    3.7.3 Phase III Pages... Ethically! 165
  3.8 An Introduction to Theme-Based SE Ranking 167
    3.8.1 Your "Theme-Based Sales Site" 171
  3.9 The Theme-Based Content Site 173
    3.9.1 The VPP -- Valuable PREselling Proposition 176
  3.10 Building a Theme-Based Content Site 180
    3.10.1 How to Get Keyword Demand 181
    3.10.2 How to Get Supply Data 189
    3.10.3 At Last... Your Theme! 192
  3.11 Build a Sales-and-Theme Empire! 199
    3.11.1 The Sky's the Limit! 202
    3.11.2 What Does the Gravy Cost? 203
  3.12 How to Make the SEs Love Your Site(s) 204
    3.12.1 Find-Click-Click-kaCHING! 205
    3.12.2 One Keyword Per Page... 207
    3.12.3 Score Higher and Higher 211
    3.12.4 Plan It Out First 212
    3.12.5 Serve Customers and Search Engines 215
    3.12.6 Be Flexible -- Fit The Situation 217
    3.12.7 A Special Circumstance... Attracting Non-English Customers 222
  3.13 Example of an Engine-Optimized Page 225
    3.13.1 Build It and They Will Come! 229
    3.13.2 <TITLE> 230
    3.13.3 Use the <TITLE> To Your FULLEST Advantage 232
    3.13.4 <META Keywords> 232
    3.13.5 <META Description> 236
    3.13.6 <H1/H2> -- The First Headline 238
    3.13.7 <Body> -- Main Body Copy 241
    3.13.8 <Body> -- Keyword Density 242
    3.13.9 <Body> -- Keyword Prominence 247
    3.13.10 <Body> -- An Example 248
    3.13.11 Using the <ALT> Tags 252
    3.13.12 Even in Links! 253
    3.13.13 Tricks Are For Kids 254
    3.13.14 </Body> -- When to Close 255
    3.13.15 What Does Not Matter 257
    3.13.16 K-I-S-SE 257
    3.13.17 Some Helpful Tools 259
    3.13.18 Nothing Is Cast in Stone 261
  3.14 Submitting to Search Engines And Tracking Performance 261
    3.14.1 The "Big 7" -- Don't Bother with the Rest 262
    3.14.2 How to Submit to the SEs 267
    3.14.3 How to Check & Monitor Presence 271
    3.14.4 How to Evaluate Keyword Performance 276
    3.14.5 Improve and Resubmit 279
    3.14.6 Submitting - When NOT To! 281
    3.14.7 Track Keyword Performance Over Time 282
    3.14.8 What to Do If You Drop in Relevance Ranking 283
    3.14.9 Make Posting & Monitoring A Snap 285
  3.15 Get Ahead of the Curve 289
    3.15.1 How to Reverse-Engineer the Search Engines 289
    3.15.2 Each Engine is Different... What to Do 291
    3.15.3 Staying Up to Date 292
  3.16 Specialty Search Engines 293
  3.17 Search Engine Positioning Companies 294
  3.18 Link Popularity 299
    3.18.1 On Being Popular... 299
    3.18.2 3 Top Ways to Build INcoming Links NOW 304
    3.18.3 Build a Link Exchange Program 306
    3.18.4 Finding Link Partners 311
    3.18.5 How to Automate Your Link Exchange Program 317
    3.18.6 Let's Summarize... 319
    3.18.7 What About Click Popularity? 319
  3.19 The Bottom Line on Building Traffic Via the SEs.. 321
4 Directories... How to Get Listed 323
  4.1 How to Get Listed in... 324
    4.1.1 Does Your Site "Cut It"? 326
    4.1.2 How Yahoo! Works... 327
    4.1.3 How & Where to List 334
    4.1.4 Almost There! 341
    4.1.5 Just Before You Submit 343
    4.1.6 Easy-to-Follow Steps for Submitting 346
    4.1.7 Troubles? Still Not Listed? 349
    4.1.8 Getting Listed in Yahoo! for FREE! 352
    4.1.9 Congratulations! 353
    4.1.10 Yahoo! Paid Sponsorship Listings! 354
    4.1.11 Changing Your Yahoo! Listing 356
    4.1.12 Yahoo! Bottom Line 359
  4.2 The Open Directory 359
    4.2.1 Find the Right Categories 362
    4.2.2 Submission Basics 364
    4.2.3 Great Expectations 367
    4.2.4 Be FOUND! 368
  4.3 Looksmart 369
  4.4 Ask Jeeves 373
  4.5 NBCi/Snap 373
  4.6 Go/Infoseek 375
  4.7 Other Directories 375
5 Pay-Per-Click Search Engines 376
  5.1 In a Nutshell... 379
  5.2 GoTo Insists! 383
  5.3 Figure Your Bid Cap 384
  5.4 Bid-For-Keyword List 385
  5.5 How to Submit for Success 387
    5.5.1 Title and Description 388
    5.5.2 Destination URL 390
    5.5.3 Submit Them! 391
  5.6 Monitor and Maintain 393
  5.7 Bring in The Clones 394
  5.8 SBI! Manager 397
  5.9 Conclusion 403
6 Offline Ways to Build Traffic 404
  6.1 Lessons from the BBC 404
  6.2 The Second Best Way to Attract Targeted Traffic 408
  6.3 Word of Mouth 409
  6.4 Classified Ads 409
  6.5 Your Catalog 410
  6.6 Be Inventive, Natural... And Cheap 411
  6.7 Offline vs. Online? A Rule of Thumb... 411
7 News Releases... Offline (and On) 412
  7.1 The Press Problem c. 2002! 414
  7.2 How to Make the Editor Buy Your News Release 416
  7.3 The Three Pages of a Professional News Release 418
    7.3.1 Page 1 -- News Sheet 418
    7.3.2 Sample News Sheet 424
    7.3.3 Page 2 -- Bio Sheet 426
    7.3.4 Sample Bio Sheet 426
    7.3.5 Page 3 -- Question Sheet 428
    7.3.6 Sample Question Sheet 429
  7.4 Offline Media - List and Send 430
    7.4.1 Local and Niche Media 431
    7.4.2 National and International 433
    7.4.3 Free Resources to Build & Send Your List 434
    7.4.4 Paid Resources to Build & Send Your List 435
  7.5 Online Media List and Send 439
    7.5.1 Build the List 440
    7.5.2 E-mail Them 440
  7.6 Distribution Tips 441
    7.6.1 Your "To Do" List 442
    7.6.2 The Top 13 "What Not To Do" List 443
    7.6.3 Do This Just Before You Release 445
  7.7 What to Do When They Call 445
  7.8 Showtime!... The Interview 447
  7.9 -- Wow! Now What? 448
  7.10 Or You Could Just Hire a Firm 449
  7.11 The Worm's, er... The Reporter's Eye View 450
8 The Grand Finale... Secrets to High Traffic 451

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