White Hats? Black Hats? Tin Hats? Cauldrons? Eye of Newt? Tooth of Dragon? That's what this section is all about.
Experts make it a black art. Shroud it in mystery.

And....Make a fortune telling us how simple it really is if you follow and use his/her secret potion.

Let's see if we can get rid of the smell of the bovine doo doo's and remove a few of the veils.

Who are we trying to impress?
Things called 'spiders' and 'bots' and 'crawlers'. Let's just call them Search Engine Thingees. The scout's that the various Search Engines send out every day scouring the land for new content that is Keyword rich that will be exactly what their customers are looking for when they punch their search term into the search box.

Punch in - toffee. You want to see things about - toffee. With me?
Good... OK

We know that we have to gather our Keywords. We've already done that haven't we? ... Haven't we?
Everything will spin off the use of your Keywords. (No good having eye of newt without the correct Keyword ).

Throughout your Sales Letter and throughout EVERY page that you build... YOU MUST HAVE YOUR KEYWORDS!
You have to look at every page that you build as though you were a Search Engine Robot.
A robot that has been sent on a mission to find Keywords. That robot is wanting to find these Keywords in strategic locations throughout your page.
Therefore: YOU OPTIMISE WEB PAGES NOT WEB SITES! That is the biggest piece of information that you are going to need.
Heed it well.
Now we have to figure out where this robot is going to look and what he is looking for. The very first place this little critter is going to be looking is in the html version of your site in what's called the Meta Tags.
These are in the html that is at the beginning of every page that you build and they should be in the Header section.

(See now, why you need to know some basic HTML?)

The tags should look like this:

 Of course, we are going to liberally sprinkle our Keywords throughout the description. That's put a smile on the robots face to start with . To keep the little critter happy we need to use our primary Keyword in h1 tags on the page. Then use our back up keyword in h2 tags. That might confuse some of you so don't forget to use the Forum... Ask!! Take a wee while and really READ your page. What you are looking for is your Keyword sprinkled quite a lot throughout the whole page. Another Veil getting lifted here.... Try to use your Keywords at the beginning of a sentence. Try to use your Keywords at the beginning of a paragraph. Try to use your Keywords at the beginning of your page. Try to use your Keywords at the end of your page. Do you have any graphics on your page? Another Veil getting lifted here.... Good... Use the tag to put in some alternate text that of course has got your Keyword in . Another Veil getting lifted here.... Try to include Contact, and Privacy links on your page. This tells the robot that you are not trying to hide your identity and that you will look after the information that any of his visitors might leave with you. Another Veil getting lifted here.... Always have a Site Map. (Generally called Google Site Maps) Just type Google site map in the search box and you can get them for nothing. Instructions are given with them so it's quite easy to install. Another Veil getting lifted here.... You are going to need to have a Links Page. You are going to have to prove to the robot that everyone likes your site. Link gathering is a whole new ball game that we'll explain in another section.

So...All in all it hasn't been such a scary deal after all. That should just about cover what we need to know for now.

 Please...No questions about eye's of newts or dragons teeth.

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