After all the planning, designing, producing, testing, and refining, our new site will be ready to go online, where all can visit it. With a zillion sites out there and a hundred bazillion linked pages within them, our new site could be harder for Web cruisers to find than the proverbial needle in a haystack. But with effort, we can dramatically improve the likelihood that the audience will find the site and therefore get the message. If nobody knows your new address, it'll be a pretty boring housewarming party.
If we know that a Web site needs to rank high in the search engines, then we plan, design, and build a site with that in mind. Many factors have to be planned into the design, layout, site map organization, and programming code that will greatly affect search engine ranking.
Below is a list provided by Mike Thomas at our partner company, Gazlay Marketing Group. In addition to on-line promotion, you need to have a budget set for conventional advertising to promote the site, such as trade magazine ads, classified ads, radio, and direct mail.
The most important first step is to register your site with the top 10 Web search engines and directories, so we begin with steps to prepare your Web pages for optimal indexing. Over 90% of the web uses the top 10 engines.
- Page Title.
We write a descriptive title for each page in the site, of 5 to 8 words. We remove as many "filler" words from the title, such as "the," "and," etc. This page title is coded into your site and appears on the Web search engines when your page is found. Entice surfers to click on the title by making it a bit provocative. Hint: use some descriptive keywords along with your business name on your home page. Instead of "Acme Cutlery, Inc." use "Acme Cutlery -- Pocketknives, Butchering Sets, and Kitchen Knives". The more people see in the blue highlighted portion of the search engine that interests them, the more likely they are to click on the link.
- Alt Tags.
We carefully write Alt tags when building and programming the site. An Alt tag is the written description you see when an image is loading in a browser window. Alt tags provide an important way to add keywords to the site, thus enhancing chances of being found by a search engine.
- List Keywords.
Search engines look at Meta tag keywords when performing a search. A Meta tag is a code hidden in a Web site that tells search engines what kind of content is in the site. To get your juices flowing, sit down with some associates and brainstorm a list of 50 to 100 keywords or key phrases -- the kind of words or phrases someone might search on to find a business or site like yours. Then refine the list to the most important 20 or so. Note, however, that some research on search engine algorithms indicates that a fewer number of keywords may help you better target the most important search if you're working to increase your page's ranking on the search engines. Consider using both lowercase and capitalized forms of your very most important words, since some search engines are capitalization-specific. Make sure that you don't repeat any word more than three times so you're not penalized for "keyword spamming.".
- Write a Page Description.
Select the most important 20 keywords, and write a careful 200 to 250 character (including spaces) sentence or two. You don't need to repeat any words used in the page title. Keep this readable but tight. Eliminate as many "filler" or "throwaway" words as you can (such as: and, the, a, an, company, etc.) to make room for the important words, the keywords which do the actual work for you. We then code this description into your Web site in a Meta tag format.
- The Power Of HTML.
We know how search engines and directories work. It's important to note that each search engine works slightly different, and the rules of the game are constantly changing. In fact, search engines are getting smarter. Armed with this knowledge and real world experience, we will work with you to obtain the best results for each one of them. For example, the following is some technical, but useful information from AltaVista:
Many webmasters focus on the "METAtags" and lose sight of the importance of the HTML title and the plain-text content of the page. METAtags are brief instructions that you can include in the header of your Web pages.
For instance, the "description" METAtag lets you to enter a few lines that describe the current page. Those words then appear as the description for your page in results lists at AltaVista, instead of the default of the first few lines of text.
But what people don't realize is that for ranking purposes, the HTML title and first lines of text are still very important. METAtags do not take precedence. They are text also. So if your page is poorly designed, with random words associated with graphics, and with a meaningless HTML title, your description METAtags are not going to help your ranking. You would be better off with a page that clearly stated what it was about in the title and the visible content.
You can also have "keyword" METAtags. "Keyword" is a misnomer. Many webmasters misunderstand the purpose of such METAtags and presume that AltaVista acts like a database and that these are the only words on a page that are important for search. On the contrary, AltaVista indexes every word on every page, and every word (and the order in which they appear) is important. The purpose of the "keyword" METAtag is simply to allow you to add synonyms -- words that are appropriate for what's on your page -- that describe what's there but that do not actually appear on that page. One of the best uses for "keyword" METAtags is for foreign translations of the main words on your page, so, for instance, somebody searching in French will find that page.
Many webmasters think that by using "keyword" METAtags, they are getting some advantage in the ranking or making up for the fact that their pages have very little text content, just flashy effects. But, those words are worth little more than any other word in the main text of the page. There is nothing "key" about it. You have simply added a few more words to the page in a place that is not visible.
Why aren't METAtags given precedence? Consider the opportunity for abuse and spamming. What matters most to users of AltaVista is the actual content that is visible on Web pages, not the marketing-oriented notes that have been added in METAtags. And text that appears in the title and the first few lines is likely to be closely related to the main point of the page.
Basically, METAtags are a band aid to help you deal with pages that don't state what they are about in clear text, right up front. Do it right to begin with, and you don't need METAtags at all. You'll get far better results in terms of search engine traffic that way.
- Submit Page to Search Engines.
Next, we submit your page to the important Web search engines and directories. To do this, we submit manually to some, while we also use a submission service for others. Submission services we've used include Submit-It http://submitit.linkexchange.com/ or All4one Submission Machine http://www.all4one.com/all4submit/ The most important search engines that automatically "spider" or index your site are: AltaVista, Excite, Google, HotBot, Lycos, Infoseek, WebCrawler, and Northern Light. It's important to note that the automated submission services sometimes miss important fields that could enhance your search results. Therefore, we manually submit to the top search engines.
- Submit Page to Yahoo.
Yahoo is the most important listing of all - though it's technically a directory, rather than a search engine. It uses real humans to read (and too often, pare down) your 200 character sentence, so be very careful, and follow their instructions. http://www.yahoo.com/docs/info/include.html
You'll find some tips at http://wilsonweb.com/wmt4/990301yahoo.htm
Hint: We've learned to use less than the maximum number of characters allowable. If the Yahoo editor starts chopping your wordy copy, he or she may not leave as much as you'd like.
- Submit Page to Other Directories.
You've probably seen offers to submit your pages to 300 different search engines. These don't help much, except to increase the perceived "popularity" of your site by some of the major search engines. The most important 25 directories are probably enough, unless you find some specific to your industry. Most of the rest aren't really search engines at all, just an excuse to solicit you for "upgraded listings." These marginal directories come and go very quickly, making it hard to keep up.
- Request Links on Industry Sites.
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 you crave.
- Include URL on Stationery, Cards, and Literature.
Make sure that all reprints of cards, stationery, brochures, and literature contain your company's URL. And see that your printer gets the URL syntax correct. In print, I recommend leaving off the http:// part and including only the www.domain.com portion.
- Promote using traditional media.
Don't discontinue print advertising you've found effective. But be sure to include your URL in any display or classified ads you purchase in trade journals, newspapers, etc. View your website as an information adjunct to the ad. Catch readers' attention with the ad, and then refer them to a Web page where they can obtain more information or perhaps place an order. 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, etc. Since SuperBowl 1999 we've seen TV used extensively to promote sites, since the Web is now considered a mass medium, though it is probably too broad for all but the most general portal sites.
- Develop a Free Service.
It's one thing to say, "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's expensive in time and energy to develop free resources, 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.
- Request Reciprocal Links.
Find complementary websites 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.
- Issue News Releases.
Find newsworthy events (such as launching your free service), and send news releases to print and Web periodicals in your industry. Note: opening or redesigning a web site is seldom newsworthy these days. You may want to use a Web news release service, such as one offered by Eric Ward's URLwire (http://www.urlwire.com) or Audette Media's Internet News Bureau (http://www.newsbureau.com/welcome.cgi?1017)
- Request Links from Business Link Sites.
Especially if you offer a free service, you can request links from many of the small business linking pages on the Web. When you have something free to offer, many doors open to you. Surf the Net looking for places that might link to your site. Then E-mail the site owner or web master with your site name, URL, and a brief 200-word description of what you offer there.
- Capture Visitor E-mail Addresses and Request Permission to Send Updates.
On your web site's response form, include a check box where the visitor can give you permission to E-mail updates about products or services. Now your E-mails to visitors are not "spam." You're responding to their request for more information. I recommend capturing first and last name in separate fields so you can market personally to them. But only ask for the information you need or they won't fill it out.
- Publish an E-Mail Newsletter.
While it's a big commitment in time, publishing a weekly, monthly, or quarterly newsletter is one of the very best ways to keep in touch with your prospects, generate trust, develop brand awareness, and build future business. You can distribute your newsletter using your E-mail program, or have people subscribe on your web site directly to a list server program. We would be glade to show you a demo.
- Install a "Signature" in your E-Mail Program.
Most E-mail programs such as Eudora, Netscape, or Outlook allow you to designate a "signature" to appear at the end of each message you send. Limit it to 6 to 8 lines: Company name, address, phone number, URL, E-mail address, and a one-phrase description of your unique business offerings. Look for examples on E-mail messages sent to you.
- Promote Your Site in Mailing Lists and News Groups.
The Internet offers thousands of very targeted mailing lists and news groups made up of people with very specialized interests. Use DejaNews http://www.dejanews.com to find appropriate sources. Don't bother with news groups constituted of pure "spam." Instead, find groups where a dialog is taking place. Don't use aggressive marketing and overtly plug your product or service, even if you see some jerks doing so. Rather, add to the discussion in a helpful way and let the "signature" at the end of your E-mail message do your marketing for you. People will gradually get to know and trust you, visit your site, and do business with you.
- Join a Mall.
You may gain a little traffic this way, but not a lot. The biggest and free-est mall, if you will, is Yahoo. Get a good listing there, and you won't need other malls very much. Paying to be in a mall is seldom a good investment.
- 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.
- Join a Banner Exchange Program.
Of the many banner exchange programs, LinkExchange is the biggest. http://www.linkexchange.com Essentially, you agree to show a rotating banner on your site for other LinkExchange members, and they do the same for you, and there's a possibility you'll earn something through paid banner ads, too. Full list of banner exchange programs at http://bannertips.com/exchangenetworks.shtml
- Purchase Banner Ads on Appropriate Sites.
You may need to spend money to boost traffic by purchasing banner advertising. Choose sites that seem to attract the kinds of people who would be good prospects for your business or product. Expect to pay $10 to $40 per thousand people who see your ad, and achieve a click-through rate of 0.5% to 1%. We can help you find media brokers who can find appropriate and cost-effective places to advertise, especially if you have a significant advertising budget for branding purposes.
- Buy a Text Ad in an E-Mail Newsletter.
Businesses are finding that some of the best advertising buys are for small 4 to 12 line ads in established E-mail newsletters. Ads can both inform and motivate readers to click on the URL, and tend to bring much more targeted visitors.
- Rent targeted E-mail lists.
We abhor "spam," bulk untargeted, unsolicited E-mail, and you'll pay a very stiff price in reputation and cancelled services if you yield to temptation here. But the direct marketing industry has developed targeted E-mail lists you can rent consisting of people who have agreed to receive commercial E-mail messages. Do a smaller test first to determine the quality of the list.
- Employ search engine positioning.
Registering your site with the search engines is the first step. But with tens of millions of web pages, your site may hardly be visible. These days you may need to construct a series of gateway pages, each tuned for a particular search phrase and search engine. We've seen considerable results using this gateway method of increasing visibility.
- 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 (1) determine the commission you are willing to pay (consider it your advertising cost), (2) select a company to set up the technical details of your program, and (3) promote your program to get the right kind of affiliates who will link to your site. Two affiliate programs to consider: (1) Commission Junction (http://www.cj.com/go.asp?69320) sets up the entire program for the merchant, handles administrative details, and pays the affiliates. (2) AffiliateZone (http://www.affiliatezone.com/al/affiliates.cgi?225) installs excellent software on your site to allow you to track purchases through affiliate links, and enable you to administer the program yourself.
- Ask Visitors to Bookmark Your Site.
It seems so simple, but make sure you ask visitors to bookmark your site.
- 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, and network marketing are offline models. The classic example is the free E-mail service hotmail.com that includes a tagline about their service at the end of every message sent out, so friends tell friends, who tell friends. Another example is the Recommend-It.com service to tell friends.
We certainly haven't exhausted ways to promote your site, but these will get you started. To effectively market your site you need to spend some time adapting these strategies to your own market and capacity. Right now, why don't you make an appointment to go over this checklist with someone else in your organization, and make it the basis for your new Web marketing strategy.
For more information contact us at: (816) 554-1299, Email: doug@millerdesignonline.com, or contact Mike Thomas at our partner company, Gazlay Marketing Group: http://www.gazlay.com. Mr. Thomas is the marketing mastermind behind several successful online marketing campaigns. Email Mike Thomas: thomas@gazlay.com or call Gazlay Marketing Group: (913) 371 4333.
We would be glad to help you with any or all of the above idea's. We would recommend spending at least 10 hours per month promoting your site. Keep in mind, on the average it takes at least 3 months (10 hours month) of promoting your site before you begin to see significant results.
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