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Back to January 2004, Get More Business From Your Web Site
Get More Business From Your Web Site
Having a web site is like throwing a party. You put time and money into making it perfect but if you don�t invite the guests and don�t include an address, the pretty party will turn into a pity party when no one shows up. So, unless your business is a household name, you�ve got to spread the word that your web site is worth a visit and it�s easy to find. We�ll show you various ways to market your site so you hit your target market and stay within your budget.
Rank High In Google
These days, Google is so popular it�s become a verb. Ask a friend how they found something on the Internet and they�ll often say �I Googled it.� The engine currently provides 75 percent of all search engine results and has an index of over three billion web pages! The challenge? On a search, your web site must hit the top 10, or your business won�t be found by the Googlers.
Here are a few ways to climb the ranks.
1. Search Engine Optimization (SEO)
SEO aims to drive more qualified visitors to your site by incorporating keywords in the text and programming code. Research is conducted to determine the words and phrases people use to search for products and services in your market. Those phrases are then placed in headlines, captions and invisible tags �under the hood� of your site. Google will read a properly optimized site favorably and award it a high ranking. And that�s good for your business.
2. Pay-Per-Click Advertising (PPC)
With Pay-Per-Click, you control where you appear in Google. PPC ads appear in boxes on the right side of Google pages and contain a link to your web site. You write your own ads and pay only when they are clicked. Tracking the visitors coming to your site from the ads is easy and you can edit the ads any time.
3. Linking Strategies
In the Google-world, if sites related to your market link to you, they�re giving your business a �thumbs up.� The more relevant web sites with links to your site, the higher you rank. Contact businesses in your field about linking to your site. And take advantage of online listings at organizations where you belong. You don�t have to be an Amazon.com to attract links. Just create an attractive, informative destination site, and others will want to link to you.
Marketing Beyond Google
Ranking high in Google is bound to bring visitors to your site, but even the omniscient Google can be unpredictable. Last November, Goggle changed its ranking system to eliminate spam. The unintended effect was that many legitimate sites temporarily lost their ranking and with it, holiday business.
How can you win the search engine game? As any good investor will tell you: diversify your portfolio.
1. List With Other Search Engines
Google is not the only search engine option. MSN and Yahoo! and a number of smaller engines like AltaVista, AllTheWeb and ExactSeek can drive a significant amount of traffic to your site. Besides, the Google monopoly will not last forever. It is rumored that Yahoo! and MSN will soon be getting their search results from Inktomi, which would reduce Google�s market share to 45%. As you can see, it�s not a good idea to put all your eggs in the Google basket.
2. Consider Paid Inclusion
It normally takes 4-6 weeks for any of the major search engines to index a new site. However, for a nominal fee ($20-30/year), some engines like MSN and Alta Vista will index your site within 48 hours. You can�t get this service with Google.
3. Send Online Newsletters
Online newsletters are a great way reach new customers and advertise new products and services. They eliminate printing costs and reach your target market instantaneously. Since spam is a concern these days, use a subscription-based newsletter and give people a place to unsubscribe. They�ll appreciate your courtesy. To encourage subscriptions include printable e-coupons with the newsletter.
4. Use Press Releases, Media and Print Advertising
Don�t forget the basics of traditional marketing.
- Emblazon your web address on all marketing pieces, from business cards and brochures to radio and print ads.
- Send a press release to local and national news sites announcing your site launch or any breaking news about your business.
- Write an article for a magazine or e-zine that mentions your business and links to your site.
Having an attractive web site is a great start but in order to get visitors you must invite them and include an address so they can find you. Feel free to contact us for more information on marketing your web site. See you next month!
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