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Web site promotion ... promotion of your web site
In stage 2, we found
groups of potential customers to target. This is where we
put your web site in front of those people.
Before we tell you about specific tactics, a quick description of
the different types of search engine we target will help ... |
Spidering Search Engines ... search engines
such as Google,
Inktomi, AltaVista
Lycos and Alltheweb
use automated programs known as spiders to search the Internet for
new content.
If your web site is found by a spider from one of these search engines,
you have a chance of being included in their database for free. |
Pay Per Click Search Engines ... search engines such as ...
... auction positions in their listings to the highest bidder.
For your web site to be included in one of these, you must set up
an account out of which you pay a fee for each visitor that clicks
on your listing. |
Directories ... web sites such as Yahoo
and DMOZ are not
really search engines, but large compilations of categorised information.
Being included in several directories seriously improves your
chance of being found and ranked well by the spidering search engines.
For your web site to be included in a directory, you must submit
it for review by a human editor. Sometimes you have to pay
for this review. |
Now that we have got that out of the way, some of the tactics
we use might make some sense ...
Web site optimisation for promotion in the free listings
We decide (amongst other things) ...
- What to put in your META tags
- What the title of your page should be
- how to write and format your copy
... for each page to give it the best chance of being indexed
and ranked highly for popular phrases by the spidering search engines.
This process is known as search engine optimisation (optimization
if you are in the United States), and it should be backed up by
a linking campaign to make it truly successful (which involves negotiating
for links back to your web site from directories and other sites)
The positive side of using this form of web site promotion is that
it can generate lots of free leads.
The down sides are that (a) search engine algorithms change quite
frequently, which means that any high positions achieved are not
guaranteed and (b) it can take 6 months to achieve any kind of success
in the free listings.
Web site promotion using pay per click search engines
This form of web site promotion will supply targeted traffic to
your web site very quickly (within days). You just need to
set up accounts with the relevant providers, prepare your listings
and get bidding.
The key to being successful here is to pick out highly focussed,
low cost keywords. Then you will want to refine your keyword
portfolio, making sure that you drop keywords that become too expensive,
or don't bring you leads. Our PPC Management Service is designed
to do exactly this.
The positive sides of using this form of web site promotion are
that (a) it can bring instant, targeted traffic and (b) the traffic
will not suddenly disappear for no logical reason (PPC search engine
algorithms are purely bid driven)
The down side of using this form of web site promotion is that you
pay for every visitor. But the cost of this compares well
to most forms of offline promotion.
Web site promotion ... linking campaigns
Linking campaigns were mentioned as part of the search engine optimisation
process. But there is another important aspect to them ...
Building a business in the real world involves looking out for people
that can refer extra business your way. A builder might agree
to swap referrals with a plumber. A solicitor might swap referrals
with an estate agent.
Business online is really no different. So effective web
site promotion will include looking for the sites of businesses
that you can swap referrals with and asking them for links.
A by-product of this is that each link back to your site will be
a "vote" in the eyes of the search engines. This
will help you to make it to the top of the free listings.
Back to Web Site Promotion ... how does it work?
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Services (Lowestoft) and Licensors
Store Valley is a trading name of Seismic Technology Limited, 31 Silverwood
Close, Lowestoft,
Suffolk ... UK Company No 3183392 ...
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