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We at Bower Web Solutions are asked this question constantly.
Here is a list of items you need to consider to help drive more
traffic to your web site. Many of these items we do for you as
part of your web
site development project.
If you created your web site yourself, or if it was done by
someone else,
we can still offer some of these web
site search engine optimization services.
While we are not discovering any "secret
recipes for success",
we have tried to list a few of the techniques
here in an attempt to help our customers so they can make informed
decisions about marketing their web sites.
Remember, however, that increased traffic to your site does not
always mean or guarantee increased sales. You still need to offer
quality products/services that the public wants, all at a fair
price.
Below is listed some of the standard search engine techniques
we use as part of our regular web
development process as well as additional marketing steps
you may wish to try on your own or with our help.
The most important technique in ranking higher for your preferred
words on the main search engines in "organic" or "natural" search
(as opposed to paid ads) is to use these terms as much as much
possible throughout your site. Search engines send robot "spiders" to
index the content on your web page, so let's begin with the steps
we at Bower Web Solutions use to prepare your web pages for optimal
indexing.
1. We help you write a Page Title
We can help you write a descriptive title for site. This page title
will appear hyperlinked on the search engines when your page
is found. We try to create Page
Titles for our clients that use words people are most likely
to search for.
2. We help you write a Description
Many search engines include this description below your hyperlinked
title.
3. We help you write Keywords
We help you come up with a list of 40-50 single words or phases
customers are most likely to search for as it relates to your
site. The "keywords" META
tag (a piece of web page programming) is no longer used for ranking
by Google and many other
search engines, but it is sometimes used for paid inclusion technologies.
It is currently used by
Yahoo. Regardless
of the lesser importance paid to Keywords with a META tag, thinking
up keywords is a very important exercise you will want to perform.
It will help you to use these keywords within your actual pages
as actual text (NOT graphics), which is THE most important thing
when trying to improve search engine results.
4. When we build your site, we try to include
your Keywords in opening paragraph "Headlines"
Search engines consider words that appear in the page headline
and sub heads to be important to the page, so we suggest you
use your desired keywords and phrases in one or two headlines
when creating text for your web site.
5. Make Sure Your Keywords Are in the First Paragraph of Your
Body Text
Search engines expect that your first paragraph will contain the
important keywords for the document. You don't want to overdo
keywords either. It's a tricky balance.
6. Make Your Navigation System Search Engine Friendly
These days, we at Bower Web Solutions, try to avoid building web
sites for our clients that uses "frames" (a kind of "spilt
screen" effect to show more than one web page at a time
within one browser window) because these can cause problems with
some search engines. We only use frames
if it fits the clients needs (and even then, not for the entire
site, if possible) and search engine listing is not their top priority.
Even if search engines can find your content pages, they'll be
missing the key navigation to help visitors get to the rest of
your site. Also, JavaScript and Flash navigation buttons
look great, but search engines can't follow them. This is why when
we at Bower Web Solutions design sites that uses Flash Navigation,
JavaScript (PopUp Menu) Navigation or Frameset based navigation,
we always try to supplement them with regular HTML links at the
bottom of each page, ensuring that a chain of hyperlinks exists
that can get from the front page to every page in your site. A
site map with links to all your pages can help, too. If you site
does not currently have a site map (a summary of all the pages
contained within your site and links to each one), Bower Web Solutions
can help create one for you. Contact
us for details.
Be aware that some content management systems and e-commerce catalogs
produce dynamic, made-on-the-fly web pages. You can recognize these
with question marks in their URLs followed by numbers. Overworked
search engines sometimes stop at the question mark of long, complex
URLs and refuse to go farther. If you find the search engines aren't
indexing your interior pages, you might consider URL rewriting,
paid inclusion, a site map, and targeted content pages.
7. Develop Several Pages Focused on Particular Keywords
SEO (Search
Engine Optimization) specialists don't recommend using external
doorway or gateway pages any more, since nearly duplicate web pages
might penalize you. Instead, you may consider developing several
web pages on your site, each of which is focused on a different
keyword or key phrase. For example, instead of listing all your
services on a single web page, try developing a separate web page
for each. Normally we at Bower
Web Solutions create the minimum number of pages needed with a
site for a client's needs to help their projects within budget.
However, you may wish to consider having Bower Web Solutions create
additional web pages with special file names to help with search
engine placement. Contact
us for more details and cost quotes on this service.
8. Submit your web site to "FREE" Search
Engines
When your site is completed by us, Bower Web Solutions submits
your site to the important Web search engines that robotically
index the Web such as Google and Yahoo.
Some of these services feed search content to the other main
search engines and portal sites. It's a waste of money to
pay someone to submit your site to hundreds of search engines.
Avoid registering with FFA (Free For All pages) and other link
farms. They don't work well, bring you lots of spam e-mails,
and could cause you to be penalized by the search engines. It
usually takes between 2 -4 months sometimes before your site
will show up in one of these "free" listings within
a search engine. For faster results, you may wish to consider
paying for inclusion with Key Directories (see below)
9. Submit Your Site to Key Directories
Another service that Bower Web Solutions can provide for its clients
is to also submit your site to key directories such as the free
Open Directory Project. This site is overseen by human editors.
This hierarchical directory provides content feeds to all the
major search engines. Plus it provides a link to your site from
an information hub that Google deems important.
Yahoo! Directory is another important directory to be listed in,
though their search results recently haven't been featuring their
own directory as prominently. Real humans will read (and too often,
pare down) your 200-character sentence. Non-Profit and Personal
site can usually get listed for free with Yahoo's human managed
Directory. Business sites will require a $299 annual recurring
fee for Yahoo! Express to have your site considered for inclusion
within seven business days.
10. Fine-tune with search engine positioning
When you host your web site with Bower Web
Solutions, you have access to an administrative console through your
browser. Along with performing basic commands such as adding email
accounts, you will have access to detailed reports. These
reports show you traffic statistics to your sight as well as what
search engine terms people are using to find your site. As time passes,
you should really consider adding/removing/fine tuning the text content
of your site.
Google Analytics is another great free resource that you should try to help you gain valuable information about your visitors. This data can help you in your efforts to fine tune your search engine text.
There are additional steps you can take to market yourself online.
As always, Bower Web Solutions can assist you with any of these
items:
It is definitely worth to effort to have links from other sites
to your site, as it will bring you additional visitor traffic.
Since Google and
other major search engines consider the number of incoming links
from related sites to your own web site ("link
popularity") as an important factor in ranking, more links
will help you rank higher in the search engines, too. But be warned:
all links, however, are not created equal. Contact
us to find out why.
Here are some marketing ideas you can try on your own or that
we can assist you with.
1. Submit Your Site to Industry Sites and Specialized Directories
You may find some directories focused on particular industries,
such as education or finance. Be sure to register with these.
You probably belong to various trade associations that feature
member sites. Ask for a link. Even if you have to pay something
for a link, it may bring you the kind of targeted traffic from
an info hub that you need. Beware of directories that solicit
you for "upgraded listings." Unless a directory is
widely used in your field, your premium ad won't help -- but
the link itself will help boost your "link popularity," and
hence your search engine ranking. Marginal directories come and
go very quickly, making it hard to keep up.
2. Request Reciprocal Links
Find complimentary web sites and request a reciprocal link to your
site (especially to your free service, if you offer one). Develop
an out-of-the way page where you put links to other sites --
so you don't send people out the back door as fast as you bring
them in the front door. Your best results will be from sites
that get a similar amount of traffic to your site. High-traffic
site webmasters are too busy to answer your requests for a link
and don't have anything to gain. Look for smaller sites that
may have linking pages. Try to look for company web sites that
offer a service or product that compliments your own, not necessarily
a direct competitor.
3. Write Articles for Others to Use in their Newsletters
You can dramatically increase your visibility when you write articles
in your area of expertise and distribute them to editors as free
content for other people's e-mail newsletters. Just ask that
a link to your web site and a one-line description of what you
offer be included with the article. This is an effective "viral" approach
that can produce hundreds of links to your site over time.
One great way to distribute your own newsletters online is to
do sign up for Constant
Contact. If you wish to hire us to help you develop a customized
Constant Contact email campaign, please feel free to contact
us.
4. Issue Your Own News Releases
Find newsworthy events (such as launching your free service), and
send news releases to print and Web periodicals in your industry.
The links to your site in online news databases may remain for
years and have some clout with link popularity.
Just because "old media" strategies aren't on the Internet
doesn't mean they aren't effective. A mixed media approach can
be very effective.
1. Include Your URL on Stationery, Cards, and Literature
Make sure that
all reprints of cards, stationery, brochures, and literature
contain your company's URL.
2. Mention you web site address on your phone answering systems
Welcome/On Hold message
While people are waiting to be connected to speak with you, why
not let them know you have a web site?
3. Promote using traditional media
Don't discontinue print advertising you've found effective. But
be sure to include your URL in ALL display or classified ads
you purchase in trade journals, newspapers, yellow pages, etc.
View your web site as an information adjunct to the ad.
Use a two-step approach:
A) capture readers' attention with the ad
B) refer them to a URL where they can obtain more information and
perhaps place an order
Look carefully at small display or classified ads in the back
of narrowly-targeted magazines or trade periodicals. Sometimes
these ads are more targeted, more effective, and less expensive
than online advertising.
Consider other traditional media to drive people to your site,
such as direct mail, classifieds, post cards, local
theater advertising, cable
TV, etc used to promote sites, especially in a local market. Bower
Web Solutions can also create special landing web pages for you
to assist in tracking hit results. This will help you determine
which print ad campaigns are successful for you. Contact
us for more details
4. Develop a Free Service for your clients
It's boring to invite people, "Come to our site and learn
about our business." It's quite another to say "Use the
free kitchen remodeling calculator available exclusively on our
site." Make no mistake, it may mean investing a little more
time and expense to develop free resources, such as calculator,
database, message board, chat forum, game, electronic postcards,
polling, etc. but it is very rewarding in increased traffic to
your site. Make sure that your free service is closely related
to what you are selling so the visitors you attract will be good
prospects for your business. Give visitors multiple opportunities
and links to cross over to the sales part of your site.
Don't neglect e-mail as an important way to bring people to your
web site. Just don't spam. That is, don't send bulk unsolicited
e-mails without permission to people with whom you have no relationship.
Use email intelligently.
1. Install a "Signature" in your
E-Mail Program to help potential customers get in touch with
you
2. Publish an E-Mail Newsletter
While it's a big commitment in time, publishing a monthly or bi-monthly
e-mail newsletter ("ezine") is one of the very best
ways to keep in touch with your prospects, generate trust, develop
brand awareness, and build future business. It also helps you
collect e-mail addresses from those who visit your site but aren't
yet ready to make a purchase. Ask for e-mail address and their
first name so you can personalize the newsletter. Bower Web Solutions
can create a Mailing List manager for your site to allow users
to subscribe and unsubscribe to emailing list within ever having
to bother you directly. One great way to publish your own
e-mail newsletters is to do sign up for Constant
Contact. If you wish to hire us to help you develop a customized
Constant Contact email campaign, please feel free to contact
us.
3. Send Offers to Your Visitors and Customers
Your own list of customers and site visitors who have given you
permission to contact them will be your most productive list.
Send offers, coupon specials, product updates, etc. Personalizing
the subject line and the message may increase the results.
Again, a great way on sending up coupons and special offers is
my using Constant
Contact. Sign
up for your FREE trial today!
1. Promote Your Site in Mailing Lists and News Groups
The Internet offers thousands of very targeted e-mail based discussion
lists and Usenet news groups made up of people with very specialized
interests. Use Google Groups to find appropriate sources (http://groups.google.com).
IMPORTANT: When registering with these mailing lists and news
groups, it is VITAL you keep these points in mind:
- Always use a different email account other than your personal
account. Consider creating a free account with Yahoo!
Mail or similar
service
- Just list your web site address (URL) at the end of your messages
and NOT your email address
Following these guidelines will help protect you against having
your personal email account flooded with thousand upon thousands
of spam emails.
If spam and junk email is a current concern for you, ask about
our E-Mail Defense services.
2. Announce a Contest
People like getting something free. If you publicize a contest
or drawing available on your site, you'll generate more traffic
than normal.
3. Ask Visitors to Bookmark Your Site
It seems so simple, but make sure you ask visitors to bookmark
your site. Bower Web Solutions and also incorporate a "Tell
A Friend" feature as seen on the following sites:
4. Exchange Ads with Complementary Businesses
Have a company place a web banner ad on their site for free for
you if you do the same for them. Bower Web Solutions can create
a web banner ad for you for
a small cost. For instance, if you sold billiard tables you may
wish to partner with someone that sold a complimentary product
like bar
stools from www.barstoolexpert.com.
5. Devise Viral Marketing Promotion Techniques
So-called viral marketing uses the communication networks (and
preferably the resources) of your site visitors or customers
to spread the word about your site exponentially. Word-of-mouth,
PR, creating "buzz," and network marketing are offline
models
None of the approaches described above are "free," since
each takes time and energy and in some case, money. But if you
want to grow your business more rapidly, there comes a point when
you will need to actually pay for increased traffic. Online advertising
is sold in one of three ways:
- Traditional CPM (cost per thousand views)
- Pay Per Click (PPC)
- Pay Per Action, otherwise known as an affiliate
program or lead generation program.
Do some small tests first to determine response, and then calculate
your return on investment (ROI) before spending large amounts.
Here are some methods:
1. Buy a Text Ad in an E-Mail Newsletter or a Banner Ad
Some of the best buys are small text ads in e-mail newsletters
targeted at audiences likely to be interested in your products
or services. Many small publishers aren't sophisticated about
advertising and offer attractive rates. Banner ads usually offer
a low click-through rate (2%) so we offer ad space on our Bower
Web Solutions site at very affordable prices: $20 an ad per page
for a 3 month period.
Another great value in print advertising is to look at advertising
with local theaters or with community events. Non-profit theaters
such as The
Barn Theatre in Montville, NJ offers advertising
space in their programs for as little as $100 for a 10 month period,
targeting a select group of theatre patrons in excess of 8,000
people per season.
2. Begin an Affiliate Program
Essentially, a retailer's affiliate program pays a commission to
other sites whose links to the retailer result in an actual sale.
The goal is to build a network of affiliates who have a financial
stake in promoting your site. If you're a merchant you, need
to:
A) determine the commission you are willing
to pay (consider it your advertising cost)
B) select a company to set up the technical details of your program
C) promote your program to get the right kind of affiliates who
will link to your site
Sites such as BluntPower make use of an affiliate program.
3. Buy Pay Per Click (PPC) Ads
Purchase Pay Per Click (PPC) ads on Google
AdWords and Overture.com. The top ads appear as featured links
at the top of search engine results for your keywords in many search
engines. Your ranking is determined by how much you've bid for
a particular search word compared to other businesses. This can
be a cost-effective way to get targeted traffic, since you only
pay when someone actually clicks on the link. Lower cost PPC
systems include FindWhat and Kanoodle.
4. List Your Products with Shopping Comparison Bots and Auction
Sites
Shopping bots compare your products and prices to others. Google's
new Froogle (www.froogle.com)
is free, so be sure to list your products there. A Froogle listing
also helps your product page's ranking on Google. Some work on
a PPC basis: mySimon (www.mysimon.com),
BizRate (www.bizrate.com),
and more. Others expect a commission on the sale and sometimes
a listing fee, especially sales systems that host the merchant.
These include eBay (www.ebay.com), Yahoo!
Shopping Auctions (http://auctions.shopping.yahoo.com),
and others. You pay to acquire
first-time customers, but hopefully you can sell to them a second,
third, and fourth time, too.
We certainly haven't exhausted all the ways to promote your site,
but these will get you started. To effectively market your site,
you need to spend time adapting these strategies to your own
market and capacity. It is important for you as a web consumer
to know of the options available to you. When shopping for a web
design or SEO company, ask exactly what services they will offer
you and how much these services will cost you. Be wary of companies
that "guarantee" top
10 listings within all the major search engines. There are simply
too many variables beyond the control of the client and web programming
to make such guarantees.
Hopefully some of these tips will help promote your site. If you
need any assistance, Bower Web Solutions offers many of the services
listed above to help promote your site. Contact
us today to find
out more!
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