a site which includes a wide range of words like porn, sex, download, free, set, virus, buy, uk and so forth is likely to get picked by search engines more regularly than sites with limited keywords like eco-, planet, earth and so forth. (NB www.thequestfortruth.co.uk benefits from this approach, for those who are interested, the home page lists many such words as part of the artistic style. Search engines register these, even though they may not be particularly relevant to the purpose of the site.) Most other sites do not do this.
- linking from other sites
search engines such as Google award higher rankings for sites which are linked to from other sites. Higher rankings are achieved where the link-reference is also from a high ranking site. For example a link from the Greenpeace web site will achieve a high ranking-score, whereas 100 or so links from free geocities sites will have relatively little effect. A group of experienced campaigners should be able to build a professional enough site to obtain links from Greenpeace, Friends of the Earth, Ethical Consumer, The Ecologist or wherever. A campaign site can easily get linked from other ethical sites. The content will be of interest to other ethical-minded people using those links, but they are not the target audience. The links serve mainly to optimise the new site.
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