Special Report: Search Engine Marketing

“My theory is that if the search engines don’t think a page is dynamically generated, they don’t have a predictable way of knowing when visitors will visit the actual page. So we create pages in advance or recreate them periodically from a database, keeping the URLs basically static and simple.”

3. Stick to a few keywords germane to your business. “We tend to have the best of a very narrow range of products — inflatable boats and kayaks,” Hoge says. “If we try to use more general keywords, such as boating or kayaking, it’s harder for us to make money on pay-per-click.”