By Christopher Elliott
Don’t look now, but your Web site might be missing a few pages—a few very important pages. You’re not alone. Most small-business sites are a work in progress—constantly being revised, improved, and updated. So invariably, something is always missing. But some pages are so important that not having them could hurt your bottom line. A 2007 Forrester Research study of business-to-business Web sites found that many of the pages it examined were difficult to navigate and use. About one-quarter of them lacked critical pages containing privacy and security policies, for example. Those are essential pages for any business site, big or small. "Many companies get sidetracked from what is really important," Kelly Cutler, chief executive of the Chicago-based strategic interactive advisory firm Marcel Media, told me. That is, sites that are "clean, professional, and easy to navigate," she says, generally have most or all of the pages customers are looking for. So, you can let your customers tell you about those missing pages. Or you can read this story and then add these commonly overlooked components. Let me tell you about having customers tell you what is missing, because that’s a road I’ve taken. When I began designing and publishing Web pages in 1996, there were, for all intents and purposes, no standards. Back then I wouldn’t make a change to my site until people e-mailed me en masse to complain ("You don’t have a Contact Us page? Get one!"). That was the hard way. This is the easy way. Here are seven pages every business Web site must have, and where they need to be:
About the author Christopher Elliott is an Orlando, Fla., writer and independent producer who specializes in technology, travel, and mobile computing. His work has appeared in numerous newspapers, magazines and online.
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Search engine optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. Other forms of search engine marketing(SEM) target paid listings. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, video search and industry-specific vertical search engines. This gives a web siteweb presence.
As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website may involve editing its content and HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number ofbacklinks, or inbound links, is another SEO tactic. The acronym "SEO" can refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into web sitedevelopment and design. The term "search engine friendly" may be used to describe web site designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. Another class of techniques, known as black hat SEO or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices. Backlinks are links that are directed towards your website. Also knows as Inbound links (IBL's). The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines, especially Google, will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query.
When search engines calculate the relevance of a site to a keyword, they consider the number of QUALITY inbound links to that site. So we should not be satisfied with merely getting inbound links, it is the quality of the inbound link that matters. A search engine considers the content of the sites to determine the QUALITY of a link. When inbound links to your site come from other sites, and those sites have content related to your site, these inbound links are considered more relevant to your site. If inbound links are found on sites with unrelated content, they are considered less relevant. The higher the relevance of inbound links, the greater their quality. By Andrew D. Ive
The dot com era proved that just building it isn't enough. The chicken and the egg issue exists -you need customers to get customers... and attempting to launch a web site, is that issue on steroids. So, how to get traction? Here are Ten FREE Traction building Ideas we are trying: 1) Email Your Friends: Find everyone you know that relates to your target market and introduce them to your website via email... as you know them, leverage every piece of emotional capital you have with them to encourage them to take a look at your new site and join. 2) Ask Your Friends to Refer Others: If you send an email to people who are your target market, clearly articulate why it is valuable to 'THEM' (not just you) to join your site... and then ask and make it easy for them to refer people they know. Here's an example of an email I wrote that asks for a referral - "Please forward to anyone that may be interested... entrepreneurs, advisors, people with Blogs, press contacts etc! Even forwarding to four or five contacts will make a big difference for us! Happy New Year and thanks! ++ I've just discovered a new web service bringing potential business advisors together with entrepreneurs and early stage businesses. For Advisors - It's a great way to discover new deal flow and get involved in a hot new company. For Entrepreneurs - a great way to take your business to the next level in 2007! The site is called Advisor Garage - http://www.AdvisorGarage.com and was recently featured in Business Week! Please sign up and forward this email to great advisors and entrepreneurs. ++ After three or four weeks of steps 1 & 2 we found that we had begun to get a few people onboard... So now what? 3) Write a Press Release and get it OUT there... I can almost hear a few folks swallowing and already considering looking for the next blog... it really isn't that tough and it isn't expensive. In fact, its FREE! Don't believe me? Consider signing up to PR Leap (http://www.prleap.com/learn_more). Not only do they have some good articles which explain for dummies (like me!) how to write a press release but they also offer a free submission service to multiple channels such as Google News, Google Search, Yahoo! Search, Topix.net, Technorati, MSN, Ask News, Moreover, NewsNow and others. According to their website - PR Leap is the best way to send your news release(s) to all major search engines, newswires, and websites. And basic accounts are free! So what happened with us? Well we signed up, created a one page press release (took about 30 minutes), submitted it and it was approved earlier today. It will appear tomorrow. If you are interested, the link to the press release is: http://www.prleap.com/pr/61185/ The basic plan (read... Free) comes with stats, so I'll let you know in a few days if the press release was actually read by anyone and if it was picked up by any sites, bloggers, press etc. Let's see how good PR Leap and our press release writing skills are! 4) A Personalized Toolbar: A great startup called Conduit (http://www.Conduit.com) offers people the opportunity to create their own, personalized toolbar for FREE. Conduit has a wizard embedded within their website which takes you through the setup process step-by-step. It took about twenty minutes and once you're done, they create a link to your toolbar download site which you can then share through an email signature or through a click through download on your new networking site. There are a number of cool ways to tailor the toolbar... your branded search, create links to particular pages on your own site, add weather, a radio and so on to make sure its a value download for your customers. 5) Design Your Site with the Customer In Mind and Make Inviting Others Easy If, like us, your marketing budget is measured by the quarters rattling around in your pocket, then do your site a favor and design it so the 'Invite Others' button is never far away. No matter what page the users happen to be on. Bold it, make it big, underline it if you have to but referrals from happy customers are always easier to get than attracting new customers. 6) Friends & Contacts Revisisted: Do any of your friends know anyone in the press or people who have blogs ? Well you won't know until you ask... ASK! 7) Join Linked In (http://www.linkedin.com) If you haven't already, consider joining linked in. Yes, its another networking site, and you could consider them the compeitition (In your dreams!)... but after joining you can search through the directory and find people that may either a) be interested in joining your site or b) encouraging others to do so. If you aren't a member already, take a look 8) Groups & Forums: Are there Yahoo (http://groups.yahoo.com) or Google Groups (http://groups.google.com) or other online forums that include the types of people you want to attract to your new networking site? If so, join them but beware... most groups want members to contribute to the discussions and no groups appreciate spam. So find the best forums for your target customers, join and spend some time getting to know what subjects are being discussed. Give it a week or two then jump in and add some value... and make sure that your post includes your email and perhaps the web address. If it is valuable, then members may check out your new site... One last thing, if there aren't any good groups with your target customers... consider creating your own... and make it it feeds your new networking site. Here's one I started and yes... I know it only has a few members... but its more links in the internet for your website which appears in your google or Alexa results: http://groups.google.com/group/Harvard_Entrepreneurs_Startups?lnk=oa&hl=en 9) Write to your Existing Members: Do you have a few members? If so, email them occassionally (Not every day!) and remind them of the value of your site... perhaps highlight a particularly useful tool or feature of your website. Maybe reach out to some of the individual members and ask them if you can write about them joining the site, a person feature if you will. At the bottom of each of these emails... give them a few sentences (above for example) to send on to others they know. Stress how much you would appreciate their help and how important they are to you and your young business. 10) Drum roll... .badda badda badda... .Create a Blog! Here's hoping that a blog is the tenth and most valuable means of getting the message out there about a new networking site. (Wordpress.com is FREE) |
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