SEO is a website marketing strategy that considers the algorithms that search engines use, as well as the phrases that web users incorporate into searches. By tweaking the text of a website’s content, the html content, or the tags associated with the website, Search Engine Optimization utilizes the content of a page to increase the page ranking of a site. By increasing the page ranking, this technique moves a website forward from obscurity to a first page ranking. In other words, SEO can organically move your website up to the first page of your chosen search engine for your key words.

There are two different ways to increase/generate leads; these are organic and Pay Per Click (PPC). Organic SEO is optimizing a website to be search engine friendly, indexed by multiple search engines, and through optimizing html code to be indexed for your targeted keywords. Organic searches are the type of searches that appear based on the keywords that a user types into a search engine and are listed in order of relevance and frequency of search terms. In comparison, paid keyword advertising is the box that appears in a special section of the search engine results that indicates that it is an advertisement. Paid advertisement is also referred to as Pay Per Click (PPC) ads. This is because the company is charged each time their ad is clicked/viewed by a search engine user. PPC ads can be utilized on Google, Yahoo, Bing, or other high-traffic search engines. PPC advertising works by setting a budget for your campaign based on keywords and competition; price varies greatly based on key words, competition, and geo-targeting. After determining keywords and venues, you can set a budget per week or month based on how much you are willing to spend. In addition to PPC ads, there are also other paid advertisements such as banner advertisements, which most web users are familiar with. The newest paid ads are video advertisements, which you are currently seeing on Google, YouTube, Hulu, Blinkx, and other video-based sites (web 3.0).

The first step in Search Engine Optimization is keyword research. For example, you might consider how you would search for your own business on the web if you didn’t know the name of what you wanted. Think about who your target demographic is and what they would search to find you; these are your keywords. Web professionals can help you determine your target keywords. It’s very important that you identify the demographic of the customer you want to reach. If your client base is regional, then you do not want to attract potential leads outside of your jurisdiction. Very different results are returned from the same search engine if you search “Annuities” vs. “Annuities Broker Honolulu”. It is the job of your SEO consultant to help you determine who your market audience is and how they are most likely to find your site.

Once your keywords have been determined, SEO professionals will help move your site up in search engine rankings. You can move from an obscure page 10 Google.com ranking (around 100th on a list) to within the top ten sites returned. This is beneficial to your business because web searchers are more likely to look at only the first page of results to find what they are looking for. If users have to click through multiple pages to find your information, they are more likely to give up looking and choose a competitor instead. Oppositely, if you beat out your competitors by ranking higher, they may stop looking for the name they recognize and browse your website or purchase your product instead.

While keywords are very important to get search engines to rank your site within the first few pages, the content of your site is also very important. An algorithm or a search engine may be searching the text of your site in order to give a page ranking, but a potential customer will be reading through the content of your site. Therefore, it is important to balance the text and make sure the content of your site is user-friendly as well as searchable. It is important to keep a consistent ratio of around one keyword per 100 words. Any more than that will be considered by search engines as spam and your site may be banned or penalized.

Selecting the right domain name for your website is also important for the success of your business for a variety of reasons. Not only does the domain name need to logically relate to your business and be fairly easy for people to remember, your choice of domains can have a very real effect on your placement within search engines. The actual domain name of your website may be included as one of the factors considered by the large search engines in determining whether your web site is relevant for a specific keyword. As a result, including the most-searched keyword for your business in the domain name itself can increase the relevance of your site in search engine results pages (SERPs). Search engines use complex algorithms to determine websites’ relevance, so remember that this is just one of many factors.

Web designers and SEO experts have additional techniques to improve the ranking and increase the SEO performance of a website. Some of these techniques include:

Linking within pages of the same website and to other websites. Linking pages within your site and to external websites provides search engines with the richness of data that is incorporated into your site; it establishes that you have information that backs up your claims both internally and externally.
Submitting your site to multiple/specialized directories and search engines in order to increase ranking. Having links to high ranking websites such as government provided directories, Wikipedia, or major news sources will increase your ranking. You will be given priority when being viewed by search engines.
Increasing and prioritizing Meta tags. Meta tags are the first element that a search engine utilizes in order to rank page content organically. Meta tags are words that the webmaster uses to describe the site to search engines; however, most of the time end users do not see these keywords or descriptions. Your SEO consultant can tell you more about Meta tags.
Local SEO is a vital marketing strategy for any business trying to reach a consumer base in a specific area. Local SEO is a must for businesses that sell products or services locally or to a specified geographical area. Consumers are often further along in the buying cycle when they search locally. This locally focused traffic is generally more qualified, and results in higher lead conversions. You also enhance the user’s experience by bringing your prospective customers to highly relevant local content on your site. For example, someone in Fort Lauderdale, Florida is looking for plumbers. Instead of directing them to the main page of your Web site, they’re provided with the page containing your business address, phone number, and other information specific to that location. Land a consumer on relevant local information and your conversion to sale increases while page bounce rate and site abandonment decreases. With more consumers going online to research or purchase products and services, the time has never been better to integrate local SEO. This wave of consumers searching locally will continue growing. The channels consumers are using to search are changing. Is your marketing strategy adapting?

While the majority of this article has discussed ways to build web presence organically, not everyone uses such methods. Within the web community, following the established guidelines (as described above) is termed white hat. However, black hat practices also exist. Black hat practices include spamming the same terms multiple times on sites, redirecting traffic to another site that doesn’t contain your keywords, and receiving links from a mis-advertized source. Using these non-approved techniques can result in a banned IP address or domain. This means that your site will no longer be listed by search engines. Grey hat is another term that includes actions that are neither approved nor banned. This includes buying links to increase your rankings. This is not encouraged by search engines, but there are some individuals who use these techniques.

Along with SEO, site design, generation of leads, and contact tracking are valuable marketing tools to assure that after users get to your site, they will become customers.

First, it is important to have a site that is well-designed and is easy for clients to navigate, as well as having an easy-to-spot link that leads directly to your lead generation page. Your site needs a way to gather information from visitors so that you can contact them in the future to sell your product or remind them of who you are. This form usually asks for contact information (name/ email/ phone number) and a reason for visiting the site, but may be as extensive as an online application. Once the information has been gathered from the lead thought the website; it is important to make contact with the potential client. Your website should be designed to send an automatic response to each lead that provides them with additional information. Simultaneously, you will be provided with the contact information in order to provide a more personalized contact. Additionally, you can use this database of leads to keep potential clients informed about new products, specials, or items of interest through email marketing and campaigns.

Once you have a database of potential clients that have visited your site and learned about your product, it is important to track which potential clients actually become clients. Tracking your conversion rate, top keywords, number of page clicks, visits per month, and reoccurring visitors are important to targeting future clients and improving your sales techniques in the future.

Training and hiring your own workforce that specializes in Search Engine Optimization and Marketing is a vast and expensive in house investment. The technology changes often and you need people working for you that have the necessary experience and expertise. The technology is here and the slower you are to act, the further behind you get from your competition.

Search Engine Optimization and Marketing is a long term investment in your business. By using approved organic Search Engine Optimization, your site will continue to grow credibility and ranking with the search engines, even when the algorithms change and new engines are created. Think about where you are currently spending your marketing dollars. Consumer habits have moved toward the internet and web solutions; your campaign should be poised to take full advantage of this new consumer climate.

As you can see, there are many techniques you can use to improve your web presence. While some techniques can be done independently, it is highly recommended to find a professional that has mastered search engine optimization and e-marketing that understands your business needs.

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The key components of a great website include: aesthetically designed pages, consistency across the site, a site that is based on a great theme, market-specific keywords/phrases, efficient navigation between pages, appropriate graphics, advanced SEO techniques, and great content. To design and develop a site requires mastering these tools and related topics.

A well planned and developed business web site absolutely requires professional help in its construction. Search engine optimization will help it rank higher in search engines and attract targeted traffic. This movement is important for business in that more traffic means more potential customers, and will mean an increase in income. However, when thinking about creating your own site, there are several concepts to keep in mind.

CSS and HTML: The HTML (Hyper Text Markup Language) and web page editor helps the developer to build the website. Help is available for the beginner with free online tutorials and articles with valuable assistance in building the web pages and site.

Design and Multimedia: Essential to the finished concept are good fonts, graphics, audio, video, and appropriate colors. A good page layout can be easily planned using the free and paid online tutorials. Note: Avoid using frames, too many images, animations, or videos on the site as it slows the process of loading the webpage. Using only appropriate graphic elements will help improve the relevance factor.

Content: The most important part of any website is its content. The content must be of superior quality that is relevant to the topic. Professional writers can help produce high-quality content at a nominal price.

Inbound and Outbound Links: Make sure that internal and external links are functional and that other sites link to your site.

Organization and Accessibility: Content has its own subdivisions, such as titles, creation and setup of meta tags and keywords, as well as general beautification using appropriate fonts, colors, length of paragraphs, and related graphics. Using correct grammar and flow of the story are paramount. Make sure content ratio/density is the ideal length to maintain reader interest and readability. The more consistent these elements are, the more your search engine ranking will improve.

Other Options: Advertisement is an additional source of income and advertisement programs like Google AdSense are equipped with subject-related ads in text and graphic formats. Contextual advertising is also a feature of Google AdSense. It is therefore recommended to use these ads on your site. A word of caution here, Google AdSense has a strict code of conduct and requires users to follow their program policies. There are many other similar programs that can be used for site revenue through contextual ads.

Keep in Mind: Search engine optimization helps your site to rank well in the various search engines, including Google and Yahoo!. A good website with high traffic, especially targeted traffic, is a winning combination. Thus, hiring a professional web design firm (such as Fox Web Creations) with experience in SEO techniques can do wonders for the popularity of your website. Updating the site regularly is an important factor not to be overlooked.

There are various other issues related to web design concepts, some more advanced than others, but the basic web design tips are listed above and can help any type of site. A web design firm should be consulted and hired to complete business sites. On the other hand, social networking pages (such as Facebook, Twitter, LinkedIn, MySpace, etc.) are also necessary because your visitors would like to feel the personality of your business and perceive a more individualized connection.

If creating your own web site is too large of an undertaking for your staff, or you need assistance designing or programming your site, contact Fox Web Creations today.

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At Fox Web Creations, we know doing a redesign can be a daunting task. We help customers through them every day. We know some steps you can take to take the stress out of the process. Ask yourself these questions when going through the first stages so you’ll have a head start when you’re ready to move forward.

Step 1. Determine Website Objectives: What are your future web marketing initiatives? How will you measure the success, what strategies are you using currently, and what strategies will you need to use in order to measure your success? Define your high-level objectives, targets, initiatives, and measures for this program.

Ideal Outcomes: Have users come to the site, have users/clients be able to see the services and quality of work you do, and convert web users into future clients, supporters, or investors.

Step 2. Gather Functional Requirements by Department: Work with each department to determine their requirements that can be handed off to a software engineer for technical implementation. This document will act as your list of deliverables.

Ideal Outcomes: Sales Departments are easily the first thing you think of, but the website functionality can also help the administrative side. A form for applications or an employment page for human resources (job postings, benefits administration, timecards, etc) is another area of your site that can be beneficial, even if staff members are the only individuals to see this part of your site. Almost any department can benefit from integrating with the website.

Step 3. Prioritize Website Requirements: Have a meeting with the website team and work through your list of deliverables. Find out which deliverables are most essential and which are auxiliary.

Ideal Outcomes: After the main priorities are established, it is best to prioritize additional needs. Is a priority a flashy animation that will enhance the site and keep clients on your page or will an additional few pages for internal tracking of shipments be more useful. Web designers and research can help you with determining what priorities are. Determine with your team what is most necessary for success of your objectives and reach a clear consensus.

Step 4. Analyze Infrastructure Requirements: Website infrastructure is composed of People, Processes, and Technology. Determine if you have any gaps in your existing infrastructure.

Ideal Outcomes: Do you already have a time card system? Maybe you want to integrate it to work online. Do you track sales by commission? How will you track those sales from the internet? Is there anything missing here? If so you’ll want to update your requirements in step 2. Talking with web designers can help you streamline your current process and make sure it fits within your company’s internal process.

Step 5. Perform a Web Program Gap Analysis (WPGA): Evaluate your functional & infrastructure requirements. Determine the feasibility of closing each gap and make adjustments to your required documents accordingly.

Ideal Outcomes: This is where our experience really helps. Evaluating cost and benefit is the biggest step to customer satisfaction. We have a good idea of what makes a good web presence; you have a good idea of what makes your business run best. When we put these together the result is a successful website.

Step 6. Promote the Updated Website: After your site is developed, you need users to visit it. Use your collateral, materials, and promotions to tell your current and past clients about the new site. Also think about the best way to get new clients.

Ideal Outcomes: Now that you have established a website that will best service your company, you want people to visit your site and purchase your product. You can use lists of past, current, and potential clients to inform them of your new site and products. Additionally, one of the most effective ways to get users to your site is with Search Engine Optimization (SEO). Being on the first page of your local Google search will capture the people who are looking for your services. There are many ways to use SEO. Ask us about this at the beginning of your project if you’re interested. It is much more effective when integrated into the design. Watch for next month’s newsletter for tips on SEO and how Fox Web Creations can optimize your site for more targeted search engine views.

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Staggering numbers from worldwide networking leader Cisco Systems predict a six-fold increase in global traffic on the Internet, highlighting the increasingly important role online marketing and internet advertising will play for businesses large and small as consumers increasingly move online to do both shopping and “Windows shopping”. Cisco released its Visual Networking Index (VNI) Forecast for 2007-2012 on June 16th, which predicts that we will see a 600% increase in Internet traffic by 2012. Cisco’s VNI projections predicts that Internet traffic will double roughly every two years as a result of “a combined annual growth rate of 46 p[er cent form 2007 to 2012.

The key component in this surge of Internet traffic will be video streaming. Cisco predicts that by 2012, “video traffic alone will be 400 times the traffic carried over the U.S. portion of the Internet in 2000. Increasingly, marketing agencies and advertisers are moving off traditional media and moving online to exploit the consumer movement to the Internet. Significantly, much of this consumer movement online will result from the increasing tendency of consumers to access the Internet from handheld mobile devices – a trend that will only increase as RIM, Nokia and other cellular phone and mobile device manufacturers move to keep pace with Apple that just recently released its next-generation 3G iPhone.

Cisco is predicting that mobile data will roughly double each year from 2008 to 2012, highlighting the importance that mobile search will play in an emerging digital economy. Jupiter Research, a leader in online research analysis, has projected that annual revenue from mobile search revenues are expected to hit $US4.8 billion dollars annually by 2013.

As technologies converge, the driver behind these anticipated huge jumps in online advertising and mobile search numbers is – not surprisingly for those who have been tracking the emerging technologies of Web 2.0 – local search. Jupiter predicts that in the emerging digital economy, local search will be the most popular service amongst all advertisers and will attract 40% of all mobile search ad spending between 2008 and 2013.

The convergence of technologies that is fostering the growth in mobile search, and particularly local search, was illustrated by Google CEO, Eric Schmidt. Sitting down for a much-publicized interview with CNBC’s Maria Bartiromo earlier this spring, the head of the search engine giant touted how improvements in mobile search capabilities on advanced mobile handhelds (such as the BlackBerry or Apple’s iPhone) combined with advances in Google Maps and Google’s local search capabilities are making real time, and precise geopraphic local search a reality.

“(W)henever I fly somewhere,” Schmidt told CNBC, “I open up … my iPhone or my BlackBerry, and, boom, there’s everything in my world as I’ve landed in a country I’ve never been in. It’s a remarkable achievement.” Schmidt notes that Google has been tracking the huge increase in use of Google Maps local search technology. “(T)here’s been a huge increase in maps, Google Maps, hugely successful,” Dr. Schmidt reports. “(W)hen I want to go to the equivalent of a Starbucks, I just type “Starbucks,” it says it’s over there. For me, that’s just a huge–a huge improvement. And that service is available almost everywhere in the world.”

What is common practice for Google’s high-flying and technologically enriched CEO is increasingly becoming commonplace for the digital consumer on the street. The predicted growth in internet traffic, together with the radical shift of advertising dollars to online marketing and the growing tendency of Internet-savvy consumers to take up mobile search, clearly forecast where commerce and e-commerce is headed. While there may still be local niche markets that depend on foot traffic to drive their business, increasingly it is a company’s digital footprint that drives customer traffic to its online site or storefront. And the vehicle driving that electronic traffic is mobile search. As online traffic balloons between now and 2012, the importance on local search, mobile search and online marketing will also balloon.

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Create your own email newsletters, add your own subscribers (or let them add themselves via your own web site), choose when to send your email then sit back and watch the results as they happen.

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One of the methods that has caught on by many entrepreneurs is posting in forums. There are hundreds of thousands of forums spread across the internet, which gives you the opportunity to post to a specific group of people. In essence, you can talk specifically to people who are interested in what you have to offer.

The great thing about posting in forums is it allows you to actually talk to people and show your true self. Posting a banner on a web site does not allow people to get to know you. You can put your voice and passion into words as oppose to hiding behind a web site name.

Another popular web site marketing method is writing and submitting articles. By writing articles, you have the ability to spread your knowledge on a particular topic all over the internet. After writing the article, you will want to submit it to as many article directories as possible. Then, people can reach your web site by finding the link in the resource box that is located at the end of the article.

These are two extremely effective free marketing methods you should consider. If you opt to pay for advertising, it can generate traffic much quicker to your web site. One option is to purchase advertising space on someones web site that is related to yours and place a banner on it. As mentioned above, it does not allow you to get the personal connection, but it can still attract visitors from other peoples web sites.

Another option is to purchase a spot on the search engines. If you are going to do this, make sure to get in the top two or three spots on a keyword that does not have an overwhelming amount of competition. This way it will not be too expensive and you can actually get to the top two or three positions.

Whatever method you choose to go with, it is vital you focus your web site marketing on your target market. While there are several methods to choose from, it is essential you apply these methods to people who are interested in what you have to offer.

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