Links are #1 Some say that in-bound links are the most important criteria for web site ranking. The search engines look at a link from another web site to your web site as a vote of confidence for your site. The more links the better. All web sites are not the same. The search engines also consider which web sites are going you the links? Links from a website that ranks high with the search engines will have more value than links from a web site does not rank as high. How to build links. Well this changes and that is the reason you hire a company like us. We build the links for you and help you get the high ranking. If I told you all this then you might think you don’t need us? Remember the rule for web sites, give enough information so they need to call you but not so much as they don’t need to call you! The truth is that if you run a business you can’t afford to take the time to learn how to build links and then take the time to build them. Besides by the time you learned what to do, the criteria of the search engines may have changed and you need to do it differently. How would you know if you are not working with lots of other seo service providers. Some people like to change the oil in their car and some have figured out that it is better easier faster and cheaper to have it done while they eat lunch or work on their lap top.

Active Our doctor tells us to be active and the search engines want your web site to do the same thing. If a web site does not have new fresh content then the search engines assume nothing new is happening there and it can’t be that interesting compared to web sites that post new content. Management Posting new content is a real problem if the web site is built in old technology like html because you need a techie to post it. That takes time and money and who has any of either to spare. Also it seems every techie has moved to Florida and can’t be found which is what I hear a lot. The new soft ware has what is called a content management system (cms). This allows non techie people to add their content. FREEDOM! That saves time and money and makes this process of adding fresh content easier faster and cheaper which is what it is all about!

In the beginning... The older your web address the better for search. (I’m glad someone likes old!) This doesn’t mean a new one won’t do well but an old one is very good to have. Traffic is good The more traffic you have the more you will get. If the search engines see a lot of people go to your site then they assume it is a good site or so many people wouldn’t go. Think of restaurants. If you visit a busy restaurant you are more inclined to recommend it over the same meal in a empty restaurant. This is the same principle. What do we mean by relevance? Relevance in this instance refers to the fact that the visitor to your web site is finding what they want . Bounce rate The way the search engines determine relevance is through measuring what is called the bounce rate. If visitors leave a site quickly that is called a bounce. They measure how much that happens as a percentage of all the traffic to a website. If it happens a lot it is called a high bounce rte. If website has a high bounce rate then the search engines assume people are not getting what they want on that web site so the search engines rank it lower than web sites with a low bounce rate. This makes sense when you think about.

1st Generation of SEO (search engine optimization) The first generation of search engine optimization was merely to have the words in your web site that people were using to find your type of business. Well after everyone did that there arose a need to put in more criteria to determine what will further help the web viewers find the web site they want. Work the problem backwards Working the problem backwards is often the right approach to solve many problems and it is true here as well. Let’s keep in mind what is the search engines’ goal? They want web viewers to get the web site they want with the fewest clicks necessary. That is another reason they add to their criteria on a continuing basis. The search engines are constantly refining their criteria which they call their algorithm. People are getting more specific in their searches all the time. A few years ago an average search term consisted of 1.2 words on average. Now it is between 4 to 5 words. 20% of the searches are new to the search engines every day!

Before a web site can convert a browser into an interested prospect or a customer it needs to be found when the prospect searches on line through one of the search engines... What does a web site need to be picked up by the search engines? A picture tells a thousand words but...... A picture may tell a thousand words and pictures are essential to capture viewers attention and to communicate your message BUT the search engines don’t see pictures very well or at all. they only see words for SEO purposes. Don’t be too flashy A website built in Flash is like a web site built on a picture and it is hard to impossible for the search engines to see it. Search engines see words not pictures. So you can use flash in a web site but you don’t want to use a web site that is built only in flash.

Here are a couple of thoughts on how to incorporate or not to incorporate elements of from broadcast media into your web site. Namely the Audio feature form radio and the video component from television Audio is strictly optional Sound is NOT a good idea. Many people look at web sites at work and no one wants to broadcast that they are playing hooky in the office, even the boss! Video Video is a great way to show you and your work. It helps people get to know you and see if they will have chemistry with you or not. It brings life to your message. It doesn't always have to look like it was made by Steven Spielberg. In fact it maybe more authentic to look good but too professional. It depends on the message. On the other hand a professionally produced video can scores points for quality and make a much stronger message. It all depends on the point you are trying to make. The medium is part of the message as well as what it actually says.

Relationship marketing

The important thing to keep in mind is that people are building a relationship with you and your business on line. Give them information so they feel comfortable and confident to do business with you. That means let them know your charitable contributions and civic involvement too. They want to know you are a pillar of the community and will be here for them after the sale.

Information Gathering

People use the web to get information. In addition to information about your business, you want give them information about your industry so you are a resource for them and not just out to sell them something, (just like I am doing with you right now). However you want to be very careful. You want to give them enough information so they will want to call you. You don’t want to give them so much information they don’t need to call you. The best example of this is in pricing. If you give them pricing online then they use your price as a bench mark to shop your competition and you may never get called.

What does a web site need to have to convert a visitor into a lead?

A web site first must portray what a business does with excellent images, headlines and text. You have 3 seconds to capture the web browsers attention before they leave for another website. Most websites need a portfolio of great pictures to display what they do or what they have to sell. Think of the portfolio as a store’s display window or a portfolio of photographs that could be seen in a magazine or brochure.

Less is more

The website needs succinct text that tells the browser about the business and the unique selling proposition (USP) the business has to offer. Written in a one on one conversational manner more like broadcast copy than long print copy. People have become accustomed to reading less online so you need to pack in a lot of information with less fluff.

Guarantees!

Everyone has often asked for guarantees in marketing and advertising and finally there are now 2 guarantees. If a business doesn’t have a website that converts visitors into leads then that business is guaranteed to be out of business. They will not be able to survive on repeat customers and without a good web site referrals will even fall away. If a web site does not come up in the first page on the search engines then that business won’t get any new business except from the customers who already know them. Without new business and referrals most businesses cannot survive.

Good News

The good news is that a good website can be had for the cost of a couple magazine ads. Search engine optimization is a monthly cost that is expensive if it is effective but is much less than traditional media buys.

The times they are a changin’

Out with the old, in with the new

You are one of the winners