Digital Marketing Consultant

by Karen Scharf

The task of search engine optimization for your website can seem overwhelming at times. You have enough work to do just running your small business, so it’s easy to put SEO at the bottom of your priority list.

However, without proper search engine optimization, your website is very unlikely to be much of a success. This can mean the money and time that you spent getting your website designed and developed becomes wasted.

There are several ways that you can improve your SEO without spending tons of time or tons of money. Here are 10 of the quickest and most affordable SEO tips out there.

You want to make sure that your website has been submitted to search engines. SEO is all about optimizing your position in various search engines, but this is only relevant if you are actually listed in the search engines. When your website is brand new and it has no incoming links yet, it can be difficult for the spiders to find it, so it’s a good idea to hand submit your site to the search engine.

2. Clean up Your Site

Make sure your website is organized and clear. It is especially important to clean up any dead links. Fix any errors that may appear on your site and double check to make sure your entire site’s html is up to par. There are online services that can help you do this. Since search engines primarily work and rank websites through the use of robots it is important to make sure all of the technical aspects of your website are in good working order. This helps ensure that the robots can quickly and freely crawl through your site and they won’t encounter any errors or roadblocks that force them to abandon your site too soon.

3. Use Good Keyphrases

If you’re trying to optimize your brand new website for a single keyword, you’ll be fighting an uphill battle. Try longtail keyword phrases instead (a phrase that is four words or longer) because they are less competitive and easier to get started with. Be sure to research the phrases that your target market is actually searching for, and then do the competitive research to ensure that you actually have a chance of ranking for those phrases.

4. Create Good URLs

Creating readable URLs is especially important if you’re using a content management system or otherwise generating dynamic URLs. While evidence suggests that Google’s new algorithm does not apply much weight to keyword rich URLs, other search engines do. And since it’s such an easy step to create relevant URLs, it’s worth the few seconds of extra time it might take, if only to make it easier on your human site visitors. Make sure that your URLs are indicative of the kind of information that your visitors will encounter on that page.

5. Improve your Title Tags

Title tags are still an important aspect of search engine placement, and since they are so extremely easy to update this is a step that definitely needs to be included in your affordable SEO plan. Make sure that your title tags are keyword rich and appropriate to the subject matter of the particular web page. And make sure you use a unique title tag on each and every page in your site.

6. Check your ALT Tags

Make sure that your alt tags are clear and keyword rich. While Google does not take into account alt tag text for ranking purposes, some other search engines still do. But the key issue to keep in mind with alt tags is that they are meant for usability. They are designed to aid website visitors with visual impairments navigate through your site and understand all of your content. While Google may not take the content of the tag into account, it couldn’t hurt to show Google that you are running a professional website that caters to all users.

7. Get Backlinks

Getting relevant links coming into your website can be tedious and time consuming. So this isn’t exactly considered a “quick tip”. But there are a few things you can do to help speed up your link building program. First, take advantage of industry groups or trade associations that you belong to. They usually have online directories where you can include a link to your website in your membership profile. Join a forum that is related to your niche and include your website address in your profile and signature.

Submit a press release announcing the publication of your new site and include a link to your URL. Keep in mind that none of these are considered “high value” incoming links, but they are all quick and easy ways to get your linking program off the ground.

8. Create and Update Regularly

Keep your website or blog fresh and relevant.  You don’t have to go overboard, but be sure to make small updates regularly.  This ensures that the search engine spiders will return often. Use unique content, avoid private label right articles, and keep information as current as possible.

9. Generate a Site Map

Creating an XML sitemap makes it easier for the search engine bots to crawl through and navigate your website.  This is especially true if your site is rich in script and flash. The structure of your sitemap does matter, so if you’re not sure how to create one, check with your webmaster. Chances are, he or she will have software that will simplify the process.

10. Use Social Media

Social media sites like Facebook and Twitter are quickly becoming the new search engines.  Make sure you are adequately represented on sites like these. Set up a page for your company and post regularly.  Have friends, family, customers and fans sign up for your page and encourage them to advertise to their friends, family, clients, and fans.  This is a great way to build up your reputation and yet another way to quickly multiply reputable backlinks to your page.

Search engine optimization can be intimidating for many small business owners, and it’s true that a full-fledged optimization program will take time. But by following these quick and easy steps, you’ll be able to create an affordable SEO program that gets your new website off the ground in no time.

Building a website is not difficult.  Attracting traffic is difficult, but making sure your site sells effectively can be more challenging.

The number of online business owners that do not pay attention to their website statistics is concerning.   The statistics provide valuable information about the traffic to your site.   You can find out who the traffic is, where they come from, and how they connected to your site.   Without this valuable information a business owner is only making a guess about their sites effectiveness for sales.

Providing easy solutions for your visitors improves your site selling ability.   Review your site to see how difficult it is to locate and purchase products.  If you find you have to click through several pages to get the product located and purchased, you will want to make adjustments to your site to make the process simpler.

Do your advertisements link to your home page?   Advertisements for products or services should link directly to the specific service or product page rather than the home page. 

Check for the load time of your site.  You want the load time to be as minimal as possible.  Not all customers are going to have high speed Internet, so you will need to test the loading time for even a 56K modem.  Remember sites with lots of graphics tend to take much longer to load than site with fewer graphics.  What will it matter how cool your site looks if you never get the visitor because it takes to long to load the site.

These are just a few basic checks for finding out how your site sells.  Making the recommended adjustments can lead to your successful online business.  But it may not be enough.  Our free wisdom book will give you much more detail.

Integrating content Into your business website product pages is an art and a science.  Up front, I am telling that, if you would like a free "perfect page" template, contact me.

It may take a little extra effort to load your product pages correctly with content, but it will be worthwhile for both the search engine rankings and the real visitors to your online business. 

It all starts with the title.   You want to do the research needed to make sure you have captured a title that is exactly like what your visitors will be searching for.   You should keep the title as close to what people are searching for as you possibly can.

Images need tags which describe them, both for the search engines and for those who don't allow graphics to show.

You will need to develop text and description content that is both compelling and fun to read to retain the attention of the reader.   The most engaging content is when the content exhibits the personality of the website and your business.

Connecting products according to which products are frequently bought together is a great way to get the attention of your visitor.  Provide trending information about visitors who have purchased a particular product and what other products they may be interested in purchasing.  This process should, in fact, be automated.

Provide content regarding product comparison.  This often provides answers to the questions your visitor may have regarding a product.

Include content that is user generated.   It could consist of product ratings  by customers.  Adding content generated by the end user is a great way to obtain unique content for your site.

Rich content on your product pages will make the page pop out to your customers, doing it right will make the search engines find your page...but there is much more than what I have dared to mention above.

Truth be known, the majority of business websites fail.  They do not fail because of the looks or even because of the products and services.  They fail because of many reasons.  We will only be looking at some of the reasons for website failure.

The goal of a business website that is looking to make money is to attract customers and convert them to paying customers.  This is called Converstion Architecture.  An online business that fails to make the necessary conversions will typically fail.

1. Bad Content.   If you are not a good writer, they you should outsource your writing to a copywriter
2. Call-to-Action missing. 
3. Website is too difficult to navigate.   Make sure the things your customers need are easily accessible from any screen or location. Listen to your customers; they will let you know what that they can’t find.

Far too often the difference between a site that succeeds and one that does not is just the simple identified guidelines above. 

A Search Engine Optimization company providing consultancy services or complete solutions for your website design and marketing can make the difference between success and failure on the web.

The unique thing about a website is that it is truly never finished.   There is always something to add, something to fix, or something to be updated.  

A sure way to allow your online business to fail is to build a great website and then simply ignore it.   There is never a time you can forget about making changes and updates to the content of your website.  

On the other hand putting a little thought and planning into maintaining your website can be one of the most rewarding experiences when it comes to building your online business.

It does take a lot of time and effort to obtain the best ranking available for your website.  A good Internet Marketing or Search Engine Optimization consultancy with expertise in the area of Internet Marketing can easily pay for itself.

First, what is website Stickiness?  It is another way of calling Time-on-site or on-page.  In other words, does your website make people want to stay, want to read, want to go deeper into your website?  If so, that is a sticky site. Stickness is part of website conversion architecture.

Our business is devoted to making your website sticky.  But perhaps you have asked how you can determine the stickiness of your website.  There are several ways to measure the stickiness of a website and we will discuss those in this edition.

Some of the sticky attributes you should have implemented on your website include.
•    Making the information for your target market easy to access
•    Clearly and concisely tell your visitors what you do and what your site has to offer in products and services.
•    Keep your website up-to-date with new information, products, and services.
•    Use professional appearing graphics
•    Provide references, testimonials and guarantees for your products and services.
•    Include an effective call to action on your website

After you have the above attributes actively in operation on your website, it is time to start measuring for success.  Measuring is necessary for every successful internet marketing site.  By measuring the stickiness of your site, you will find areas which you need to make adjustments on and tweak you site to become stickier. 

The number of visitors to your site is an important statistic.  But when it comes to stickiness, importance is placed upon how long your visitors remain on your site.  Remember if your visitors get to your website and then can’t locate the information for which they are searching, they will become frustrated and leave and probably never return again.

For an online business, the customers’ point of contact is your website.  Your website represents your company and you.  The website should be constructed and maintained to build credibility for your company and the products and services it offers.

Most webhosting companies offer tools to track the traffic to your site (see Google Analytics) along with time visitors stay on your site that can be used to track the stickability of your site.   These tools can even drill down to the page level for your site to provide specific areas on which to focus for stickiness improvement.

Developing a website that will communicate in an effective manner with your visitors is one of the first steps of website construction.  The comfort of your visitors must be taken into consideration.  The ultimate goal for your website is to obtain sales and request for your products, information, or services. 

Understanding where your visitors are coming from is essential for you to have a website with their comfort in mind.   Some key components that should be followed for visitor friendly website layout:

1.    Present yourself on the website.   This is your opportunity to introduce yourself to your visitor.  A photo of yourself and your real name are the basics of a good introduction.

2.    Let them know what you do and what your website is about IMMEDIATELY.  Answer the question they will have upon arriving at your website: What will I find and do on this website and Why should I look deeper into this site?.  You will need to provide a clear and concise answer for this question.

3.    Communicate how your unique product, services, or information can provide a unique benefit for your visitor.  The secret here is not to sell but to tell your visitor what benefits you offer them.

4.    Provide the visitor why they need your product or service and tell how you can fulfill their needs.  Know your products and services first hand and make sure testimonials used are from real people who have first person knowledge of the products and services.  Avoid fake testimonials and reviews.   Include details for product description, purchase details, payment options, delivery options, and any specific instructions.

5.    Provide an intuitive pathway for visitors on your website from beginning to end.  Important information should be placed in the most prominent location for the visitor to view.   Prominent locations can be defined by use of headlines.   Stay away from a cluttered website or your visitors will stay away.

6.    Place effective images of your offers remembering that visitors cannot pick them up or touch them.  Great pictures are golden.

You can find great advice on line on how to do everything right.

Common mistakes that can result in low search engine rankings

Customers these days don’t just browse or surf the Web anymore – they search.  Search engines allow consumers to search for a desired product or service online by typing in keywords and relying on the search engine to find relevant matches.  As a business owner, you want your website to be found easily by potential customers… so what if it isn’t even being indexed?  

In this three part series of articles, you will learn ten common mistakes that may be standing in the way of your website and the top positions in search engines like Google, Yahoo! and Ask.

Hosting Issues – Your server is too slow
There are a lot of websites out there for search engine crawler programs to try to index.  Some experts estimate that there are as many as 4 billion sites live, so search engines don’t have much time to spend trying to index them.  If the host server of your website has a slow Internet connection, the search engine will attempt to index your text, but will often time out which may result in your site not being indexed at all.  You can help avoid being passed over by the search engines by limiting the size of your home page to less than 60k, or simply by switching hosting companies to someone more reliable.  

Hosting Issues - You’re using a free Web space provider
If you’ve decided to host your business’ website with a free hosting provider, you might want to reconsider.  Some search engines will only list a certain number of pages from a single domain, so if you’re sharing that domain with thousands of other people, you can’t rely on your site being indexed at all.  In fact, some search engines leave off free hosted pages altogether, due to the amount of spam sites they receive from these domains.  

Truly though, as a business owner, your website URL should be one that instills confidence and trust in your potential customers that is easy to remember and to type – and free domains simply aren’t that.  Www.genericsites_forbusinesses.com/~canada/heathersflowers/home.htm simply doesn’t look professional, regardless of whether it was indexed on the search engines. It’s worth it to pay for hosting to get a URL that reflects your business AND is seen by search engines.

You have special characters in your URL
Choose your URL carefully.  Most search engines have difficulty indexing pages with special characters in the URL, such as &, $, =, %, and ?.  Many search engines ignore pages with these characters in the URL entirely, so it’s best to avoid them altogether, just in case.  If the search engines skip right past your URL, they will never get a chance to index the keyword-rich, relevant content of your site.

Ineffective Optimizing – You have text hidden in the background colour
In the past, some people have tried to trick search engines by hiding keyword rich text on a page by making the font colour the same as the background colour.  The text would then be hidden from viewers, but would theoretically still be ‘seen’ by search engine spiders, resulting in a high page ranking thanks to the keyword density.  

Unfortunately for those who have used this trick, most search engines have learned to catch it and will penalize your site for trying to “spam the search engine”.  They can even recognize if you’ve made the text a slightly different colour from the background.  

To ensure that your site isn’t blacklisted or penalized with low index rankings, simply don’t try to trick the search engines.  Make sure your website is keyword rich, and do it the right way.

Ineffective Optimizing – You have overused your keywords
It’s important to realize that overusing keywords on your website can be just as detrimental to your search engine rankings as not using keywords at all.  Many search engines avoid being spammed by carefully filtering out sites that overuse the same keywords or phrases repeatedly, either in their meta tags or in the body of the text.  While there is no magic number to determine what is ‘keyword rich’ and what is ‘keyword spam’, a general way to judge is simply to read the text aloud and objectively determine if the text sounds fake or natural.  If it sounds like you’re forcing the keywords into the text, it’s a good idea to cut some out.

Ineffective Optimizing - You’re using the wrong keywords
Sometimes the problem with your keywords is not how often you’ve used them or how you’ve formatted them, it’s specifically which keywords you’re using in your meta tags and in the body of your text.  When optimizing your site, you must be sure you’re using the words that your customers would likely search for – not necessarily the words you would use to describe your company.  When choosing your keywords, try to think like your potential customers and what they would likely type in to find your website.  

If your business is called “Heather’s Blooms” and specializes in bouquets and flower arrangements for weddings, you won’t want to only optimize for your company’s name or terms specific to your corporate identity (for example, tag lines or slogans like “creative floral creations”).  While some potential customers will search for you by name, the majority will be searching with more general keywords, such as: florist, flower arrangements, wedding flowers, wedding bouquets, bridal bouquets, etc.   Also, optimizing with geographic terms is a great idea, since most searchers will look for a business specifically in their area.  

Your site has poor link popularity
Is your site ‘popular’? One of the factors the major search engines look at when determining the quality of a website is its ‘link popularity’ – how many sites link back to yours.  If other credible sites link to yours, it boosts your site’s credibility and testifies to the quality of your site, which then boosts your rankings in search engine listings.

However, having unrelated links on your site and to your site won’t help your ranking.  Links must be related to your business and the content on your site – for example, if you run a flower shop, a link from a gardening center would be a good one, but a link to a drycleaner would not.  There are many reciprocal link programs that you can get your website involved in, which will help your link popularity – just make sure that the websites you’re trading links with are appropriate ones.

Problems with Content – You’re using frames, so search engines can’t see the text on your site
Using frames to design your website can result in low search engine rankings, because many search engines have problems reading the text within frames.  If your site is designed solely with frames, the only text the search engines can read are the title and meta tags – and that’s just not enough text to ensure your site gets indexed.

The best solution is simply to avoid using frames altogether by designing your site using layers instead.  However, if you site is already built using tables, a good idea is to add a detailed description of your site in the <noframes> section of the HTML that the search engines can read.  This won’t guarantee that your site gets indexed, but it will help.

Problems with Content – You don’t have enough text on your site
Search engine spiders read the text content of the site – they can’t actually “see” what your site looks like or how relevant the graphics on it are.  So, if your site relies too heavily on Flash or images, the search engines won’t have enough text to read to index your site appropriately. While flash and images are aesthetically appealing, they can seriously hurt your rankings if you use them in place of actual text content.  If you still decide to use a lot of images on your website, make sure that first, you write descriptions of the images in the <alt> tags, and second, you have other pages on your site that are text-rich so the search engines have something to read.

Time – Sometimes you just have to wait
If you avoided or fixed all of these problems and your site still isn’t found in a search, don’t panic.  Most search engines take up to six months to index a website.  Due to the rapid growth of the Internet, the number of websites launched every day is staggering.  Search engines simply can’t keep up.  So, sometimes, you just have to wait for the search engines to find you.  While you’re waiting, remember to refresh your content, since new, relevant content will appeal to both search engines and visitors alike.

Do any of these mistakes sound familiar to you?  You’re not alone.  The ‘rules’ of search engine indexing are constantly changing, so what may have been acceptable a year ago could get your site blacklisted from the indexes now.  

The best way to ensure that you aren’t doing more harm than good for your site is to enlist the assistance of a professional – someone who is aware of the most current best practices and can help your site be found by your customers.  Contact John Danenbarger today at John@SEOforSite.com. And for a different sort of on-line presentation that you can also have, check out http://www.seoforsite.com/Digital_Marketing.aspx

  The poor business year 2009 is happily over.  We have all returned to work, be it in an office building or our in-home office, and planned for the year to come.  What are your plans for your business?  You have done them, right?  Do you plan on taking your business to the next level of success, surpassing this year’s goals?  This year, make some resolutions that will impact your business positively in 2010.

Resolve to Develop Your Online Presence

If your business has already moved into the online marketplace, congratulations!  You’ve taken a great first step.  Now, it’s time to make sure your online presence is effective.  Many small to medium sized businesses have very basic websites that act as simple online brochures.  For 2010, decide for yourself that an e-brochure just isn’t enough for you, and resolve to move your website forward.  Effective sites today are interactive and tailored to meet the needs of visitors to the site. In the new year, do some research and find out what your customers want out of a website – (e-business functionality? Downloadable white papers? Product photo galleries?) and make sure your website delivers on their needs. 

And, make it fresh!  If you haven’t updated your website in a while, start the year out by adding fresh content to your site.  Your visitors and customers will appreciate it, and so will the search engines.

Resolve to Reach Your Target Market

Can your target market find you in the major search engines?  If you’ve never thought about this or defined keywords to organically optimize your website, it’s definitely time to start. 

If you have optimized your site but are still not easily found, maybe you need to start the new year by researching what it takes.  Have you used words or phrases that your customers would actually search for, or have you used potentially obscure ‘catch phrases’ taken from your company’s mission statement?  Many businesses make this mistake, not recognizing that how they define their business is not necessarily how their customers would search for them.  If you’re unsure of how to select your keywords or what words and phrases are right for your business, there is a wide variety of online tools that can help you (www.searchmarketing.yahoo.com, http://adwords.google.com, and www.webmaster-toolkit.com, just to name a few).

Getting your site found through search engines isn’t the only way you can reach your market in 2010.  Why not take your business a step further by initiating an Internet marketing campaign to really reach out and get your business noticed?  Try email marketing, place an online banner ad, join a reciprocal link program to build traffic to your site, develop a public relations plan and get your press releases published online and in local print media.  All of these tactics can help you make 2010 a benchmark year for your business.  Push yourself and your business beyond what you ever thought possible.

Say ‘farewell’ to 2009, and ‘hello’ to the possibilities that 2010 can hold for you and your business.  Take some time to plan the year to come, and resolve to make 2010 the year your business profits online – a year to remember!

Get some help making your Online New Year’s Resolutions today by contacting your local WSI Consultant at www.SEOforSite.com or call toll-free 866 448-7483.  Start 2010 off on the right track!