Web site marketing and effective search engine optimization
Building and hosting your website is not enough. To get business from your web site potential customers must find the site easily in the major search engines.
At least 1/2 of your initial budget should be dedicated to marketing the site and otpimizing for the search engines.
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Marketing Your Web Site.
You wouldn’t put a bill board in the desert, so why are you hiding your web site?
Too many companies spend too much money developing a really nice web site that no one will ever see. Before starting any web site design or re-design make sure you’ve allocated at least half of the budget to getting the site optimized in the search engines.
For those selling a service.
There are a few steps you need to take. The first step is to create meta-tags with a description of your site and keywords that are relevant to the content on your site. The keywords and content should stress the service you provide, why a potential customer should use your company for this service and how to contact you to buy this service. A meta tag generator will help you to create the properly formatted code for you web site based on keywords you select. These can be found on google or msn by searching with the keywords meta tag generator.
You’ll then need to submit the site to the major search engines like Google and MSN. For Yahoo! you have to pay a yearly fee of $299 to get listed. There are dozens of search engine submission services that will perform these services for you at a very reasonable price.
When you’ve completed your submissions you can expect an increase in traffic but it’s going to take some time. Anywhere from a few weeks to a few months is not out of the ordinary. To increase traffic more quickly you’ll need to use a service like overture or Google adwords. These services allow you to place small ads for your site whenever someone does a web search that includes your the keywords you’ve purchased. You probably only offer your service to a limited area so you’ll want to make sure you include this area (City, state, town or region) in your keywords. That way you won’t be paying for clicks and visitors to your site when you do business in California and the visitor is from Texas.
For those selling a product.
The process is essentially the same. The difference is you’re selling to a much bigger audience. Sounds great right? More potential customers equal more sales. Not necessarily. You’ve also got a lot more competition and much more pressure on your prices. I’d recommend starting out selling regionally. Your own backyard doesn’t have to be the starting point but it may help with shipping costs. When you’ve got that system ironed out you can expand geographically and still control your web advertising costs by including the locations in your keywords searches.