Search engines are automatically developed through spiders that crawl your site for relevant content. The first step in drawing targeted traffic to your web site is through URL submission to the major search engines. Major search engines include Excite, LookSmart, Google, AltaVista, Lycos, Northern Light, and AlltheWeb.
Search Engine Optimization
To receive heavy traffic from search engine listings, you'll need to appear in the first page of search engine results for popular search phrases. Achieving this is a major job in itself and can be compared to chasing a moving target. However, there are a few ways to improve your search engine rankings.
1. First, develop quality inbound links, as the amount and relevancy of inbound links determine the status of your search engine placement. One of the important factors in ranking high in search engine results is link popularity. It's not enough to just have the best website in the world. Other sites have to point back to you. The thought is that if your site is good enough for others to link to you, then you must have a great site.
Building link popularity is hard work. You've searched endlessly. You've sent every reciprocal link email you can think of. What else can you do? Surprisingly, writing articles on your topic can lead you to a wealth of link popularity.
What are the benefits of writing articles? Think about it. If you write articles, you get to use them on your website
and you build your website content. You can also submit your articles to other sites. With both methods you get a
lot in return:
- You build your content. More is better when it comes to site content.
- You promote your website. With more keyword-rich text on more pages, you will increase the number of pages
indexed by the search engines.
- Other websites link back to your website content. Sites focused on related topics link back to you.
- You receive a link back to your website from the site you submitted the article to. Remember to include a link in
all guest articles you submit.
- You become an authority on your topic. Search engines reward sites with a larger number of inbound links
from sites dealing with similar topics.
The saying goes "write about what you know." Sometimes it takes thinking in a creative way to open the
door to a new route for link popularity success. Think of what your visitors might be looking for. Why do they
come to your site? What can you help them with when they arrive on your website? Answer their questions about
your topic. We all search to find information, so give them what they are looking for.
So what are they looking for? Run your own searches using those keywords. What kinds of sites are returned in the search engine listings? Pay attention to
visitor feedback. Know your visitors. Answer the questions they are asking, or even those questions they do not yet know to ask.
2. Second, use relevant title, key word, and description tags. A comprehensive key phrase research tool can be found at WordTracker.
3. Finally, include rich, custom, web site content utilizing your chosen key words and phrases.
Directory Submission
Internet directories are developed manually through human editors. Internet directories often have stringent guidelines and frequently require annual submission fees ranging from $15 to $300. The most popular directories are Yahoo! and the Open Directory Project (DMOZ) responsible for listings in AOL Search, DirectHit, HotBot, Google, Lycos, and Netscape Search. Industry specific directories are found by searching the phrase 'Industry Directory' in any search engine or directory; for instance, find restaurant directories by searching for 'restaurant directory' in Google or Yahoo! Other useful searches include 'addurl.html', 'addlink.html', 'add URL', and 'add link', as well as the many variation of these terms. Due to submission quantities, search engine and directory listings can take up to six months to appear.
Publication and Banner Ads
Publish Yellow Page or Magazine Ads in less space by simply listing your web site address. With minimal display inches, your content and sales pitch will actually grow! Even static, paper ads will always be current. Banner ads, the online equivalent to display ads, allow a direct hot link to your web site. Place banner ads in strategic locations where your target audience roams.
Direct Marketing (paper or electronic)
Targeted distribution of newsletters, mailers, and post cards lead customers into your web site to hear your full sales message. But, always keep your audience specific. Don't inundate people with information they don't need. Everything you send reflects your company; sending teenagers information on retirement savings wastes everyone's time.
Business Cards, Letterhead, Company Vehicles, and Signs
Showcase your web site address next to your physical address and phone number, directing your customers toward your full, online sales pitch.
Email Signature
Include a web site link on your email signature to make it easy for customers to click into your site.
Press Releases
Public Relations is an often forgotten form of promotion. Submit a press release announcing the opening of your new web site to local newspapers, business associations, alumni publications, industry specific magazines, or national wires such as PR Newswire or Business Wire. Publicize business milestones in trade journals.
Article Submission
Promote your new web site by writing and submitting articles for electronic or paper publications. Require inclusion of your final credit paragraph that lists your web site address. If your article is published online, you'll receive a hot link directly back to your site, not only increasing your traffic, but also improving your search engine rankings. Although considered a passive marketing tool, articles strengthen your credibility in the industry and can lead to buyer interest.
Giveaways
Print your web site address on giveaways like pens, hats, stickers, and post-it pads. Wherever your company giveaways go, so does your sales pitch!
Generate an Opt-in Email List
Place a sign-up book in your shop and/or a sign-up button on your web site for customers interested in future promotions or news. Send newsletters, promotions, or noteworthy accomplishments to this list to generate web site traffic and repeat business.
So, give it time. If you build it - and market it - they will come.
Confucius says, "The road to a thousand sales, starts with a single click."
