Additionally you can perform your own analysis. Simply access your
site logs and look for high repetition of clicks. Also you can
look for other possible signs such as average duration on your
site on the number of pages viewed per visited. In example if
you find that a typical visitor spends 2.5 minutes and visits
three pages (both are averages for successful sites), and then
find a substantial number of five second, only one page viewed
visitors, there may be a problem.
Another way to help fight click-fraud is to install cookies.
Discuss this option with your web master.
I already spend money at the Google and Overture PPC programs,
what other PPC options should I consider?
There are lesser PPC search engines such as FindWhat.com and
7Search.com. It has been our experience that results from these
two options have been substantially less impressive than Google
or Overture. After these four PPC search engines, there are very
few financially viable options.
How do I get ranked higher in Google?
Inbound linking to your mortgage site can dramatically increase
your Google ranking. In short, the more sites that link to you,
the higher you generally will be ranked. Google likes to see
links from other sites to your sites. Furthermore, Google really
likes to see links from "well-respected" sites to your site. In
example, a link from a free hosting of Geocities.com or from
your teenagers site to your site is not very impressive. But a
link from FreddieMac.com or ConsumerReports.org will be worth
more than a 500 links from poor to average sites.
How do I get links to my site from other sites?
You ask for links. You find sites that may have a reason to link
to you, such as a title or escrow company, or even a trade
organization, and offer to exchange links. Ideally if you
exchange links, you want your link on their main page and your
reciprocal link should be on a page buried deep in your site.
You want traffic coming to you, but you don't want your traffic
leaving.
When you get a link please note that a link to your site that
says something highly descriptive such as "Kansas Home Loans" or
"Boise Mortgages" has far greater impact than a link to you that
says your company name. The reason why is that Google not only
looks at the link to your site, but it considers what the links
says. In effect a link with the phrase "home loan" is much
better than a link that says "Big John's Brokerage".
Before you go wild on this strategy, please note that Google has
implemented penalties for using Spam-like linking techniques
such as using a link farm, web rings or blogs. Google will
de-list your site if you attempt to use methods that are
inconsistent with their terms of service. If you are wondering
how Google will find out if you are doing something wrong, rest
assured that your competitors will turn you into the Google
abuse department so Google technicians can physically visit your
site to see if you should be removed.
On Google's site they state, "Google's order of results is
automatically determined by more than 100 factors, including our
PageRank algorithm."
If you start with the topics listed in this article it should
help you begin to get your site found more often in Google and
Yahoo.
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Rod Aries and Robert Farris are co-founders of MortgagePromote.com, a leading Internet marketing provider to corporate mortgage clients.
Web site: www.mortgagepromote.com
