SEO is the Way To Go
So, you have told everyone you know about the new business baby, now you have to tell the world. A great web site is still the most cost effective marketing you will ever have for your business. Indeed, your business may well be a web based business, so all the more important to design it right from the start.
I have had so many business owners come to me frustrated that after 6 months or a year or even longer, their web pages is buried somewhere in the Google sandbox. Okay, well, that's not Google's fault. Their search ranking is based on an algorithm that is completely non-biased (at least for organic search that is). So, if your site is buried, no need to worry, just get it moving. This may mean a complete overhaul of your web site, but it is worth it. When the spa I own moved into first place rank for just 2-3 key words, the phone started ringing off the hook. Same for the tour business I own in Asia, it ranks first for our main tour in that country, and we get calls and inquiries year round, in the off season, and when we are in the states. This is all advertising I do not pay for. So let's get started... here's what you do:
1) You still can not beat a simple HTML site. Make that if you are using a WYSIWYG web design program or a template, that your pages are not too junked up with code at the top. And unless you are a gaming, entertainment or film company, you want to avoid Flash.
2) USE YOUR TAGS! I can not tell you what a difference it makes to simple have a great title tag. Do not call your title "Home" or "About Us." That is fine if that is what the page is called, but use the title tag in a smart way. If you are a pet groomer, call it "Pet Grooming in Small Town USA." On the About page, use "About Small Town Pet Groomers." What you do and where you are should be in those tags. Think like a searcher... what are you looking for when you search Google? Are you searching "Home?" Or "About?" No you are searching pet groomers in your town! The title tag is the first thing that Google crawler is looking for to decide the importance of your pages.
Next, use your meta tags and fill them with relevant key words. Don't junk them up with stuff you do not do, just think of what your business is about, why people would search for you and use those words.
Pay attention... next make sure you are using the alt tags in your photos. Again, if you are a pet groomer, the alt tag might say: Small Town Pet Groomer's Store Front. Or let's say you are business consultant, then the alt tag for your photo should say, Boston business consultant Sherry Marxtiold.
At every opportunity you should be populating your pages with keys words.
Write for the Web
Sounds easy, right? Careful. A good web writer is well worth their fee, but if you are writing yourself, here are a few tips.
1) The best sites are built around user behavior, and attention spans on the web are short. If you are still ready this page... amazing! Write in small chunks that are easy to read.
2) Ask a question up front. Like... "Ready to Climb the World's Highest Mountain?" And then be the answer, "Mount Everest Treks is the #1 choice for climbers around the world and here's why..." Then tell why you are the best. But don't say you are #1 if you are not; just say why you are unique. If you are a bagel shop, start with, "Need a hot breakfast, fast? Berry's Bagels Drive-up window opens at 6am." Then start your next paragraph with some unique facts.
3) Your paragraphs should be about 5 sentences max. Your sentences should be no longer than 20 words. Your words should be linking your keywords. Try to write what you do, where you are, and why your are great, creatively and effectively. Give some kind "a-ha" or "gee whiz" fact in each paragraph.
Example: Did you know that most Americans do not have enough Iodine in their diet? It's true, Iodine is a natural substance occuring in sea salts, seaweeds, and rock salt. This nutrient helps regulate the thyroid which in turn controls your metabolism. If you are having trouble losing weight, you may not be getting proper nutrition. At Natural Health Store we can help.
You can use this model for almost anything you sell at your business.
Photos Please -- But Not Too Many.
Make sure your photos are saved at 72dpi, and have a uniform size. They will load more easily on your site, and the uniform size will look neat and professional.
Submit Your Site
When you are done designing. Submit your site to Google, Yahoo, Bing and all the other search engines INDIVIDUALLY. Don't use one of those services that promises to submit to "hundreds of search engines." It doen't work. And Google will most likely reject you. If you do not submit your site to search engines, there is no way for anyone to find you. Just put in the time and do it. It's easy.
Now What?
Well, don't wait for anything. Your site should be built and ready long before you open your doors or plan on making any money. Consider it the "Coming Soon" sign you hang in the front window.
Make Friends with Google Adwords
I love Adwords, I really do. And if you read my scams and jams post about another pay-per-click operator, you will know that I am a skeptic. But Adwords will really help your site get into higher ranking fast. Indeed, if you want to pay for it, you can just out bid everyone else, and pay for first place rank as soon as your site is up and going. It may be well worth it. But even if you have a small budget, Adwords can be really effective. You control your budget and how much you want to spend; you can end your campaigns at any time. You can have all types of media working for you. I have used this for all my businesses and my clients.
Get a Blog
Add a blog like this one (from Blogger) or a Wordpress blog page to your site. Write once a week. Why? Because, web crawlers LOVE new information. If you do not update your site, it will tell the crawler that it is no longer useful, it is irrelevant, it is old news. You can think of one short thing to say each week, surely.
Update your Index Page
Same like the blog. Just put a new photo or just a little new information up every month on the Home (index) page. You should do this anyway. See my post titled: Some Advice From the Client Attraction Guru. Always have fresh communication for your customers. Give them a reason to visit your site again.
Use Your Social Network
Oh this means just everything: Facebook, Twitter, Linked-In, Google Business Listing, and any other free place you can find to add your web link. Then, be sure it is added to the bottom of every email you send (in your signature block). Next, ask your family and friends to check out your site. Seriously, when I first opened my spa in Texas, I made my family, friends and employees click on the business web site EVERYDAY. Not kidding. Why, because the more people click it from different IP addresses, the more important your site seems to crawlers. If you are Facebook, friend everyone you can and ask them to look at your site. Just say, "Hey check me out at http://www.cheapdesignershoesonline.com/." And they will. People WANT to help you, they really do.
Get a good email service and start a newsletter. You can use your blog material with this. I use Constant Contact, and I am really happy with their services (everything you write is linked to Twitter, FB, and your site). I have recommended it to many small business owners. But find one that works for you.
