You have a website, but it isn't getting the number of visitors you'd like. What
can you do to stimulate traffic? Why don't you take a few minutes to review?
Here's a checklist of 29 items you need to consider. Many of these you're
probably doing already; others you meant to do and forgot about; still others
you've never heard of. Of course, a great deal has been written about this.
You'll find links to thousands of articles on site promotion in our Web
Marketing Info Center (www.wilsonweb.com/webmarket). While we're not breaking
any new ground here, we've tried to summarize some of the most important
techniques.
Search Engine Strategies
The most important first step is to register your site with the main Web
search engines, so let's begin with steps to prepare your webpages for optimal
indexing.
1. Write a Page Title. Write a descriptive title for each page of 5 to
8 words. Remove as many "filler" words from the title, such as
"the," "and," etc. This page title appears on the search
engines when your page is found. Entice surfers to click on the title by making
it a bit provocative. Place this at the top of the webpage between the <HEAD></HEAD>
tags, in this format: <TITLE>Web Marketing Checklist -- 29 Ways to
Promote Your Site</TITLE>. Plan to use some descriptive keywords
along with your business name on your home page. Instead of "Acme Cutlery,
Inc." use "Acme Cutlery -- Pocketknives, Butchering Sets, and Kitchen
Knives". Remember, this title is your entire identity on the search
engines. The more people see in the blue highlighted portion of the search
engine that interests them, the more likely they are to click on the link.
2. Prepare a Keywords META Tag. For your homepage, get your juices
flowing by sitting down with some associates and brainstorm a list of 50 to 100
keywords or keyphrases -- the kind of words or phrases on which someone might
search to find a business or site like yours. Then refine the list to the most
important 20 or so. Place those words at the top of the webpage, between the <HEAD></HEAD>
tags, in a META tag in this format:
<META NAME="KEYWORDS" CONTENT="promoting promotion Web
marketing online sales ...">
Note, however, that with search engine algorithms fewer keywords may help you
better target your most important searches. If you repeat keywords you risk
being penalized for "keyword spamming." I leave out the commas so the
search engines can group the words into any phrases that seem appropriate,
though some experts recommend separating words and phrases with commas.
3. Write a Description META Tag. Some search engines include this
description below your hyperlinked title, though many don't. Select your most
important 20 keywords, and write a careful 200 to 250 character (including
spaces) sentence or two. You don't need to repeat any words used in the page
title. Keep this readable but tight. Eliminate as many "filler" or
"throwaway" words as you can (such as: and, the, a, an, company, etc.)
to make room for the important words, the keywords which do the actual work for
you. Place those words at the top of the webpage, between the <HEAD></HEAD>
tags, in a META tag in this format:
<META NAME="DESCRIPTION" CONTENT="Increase visitor hits,
attract traffic through submitting URLs, META tags, news releases, banner ads,
and reciprocal links">
When I prepare a webpage, I write the description first in a sentence or two,
using each of the important keywords and phrases included in the article. Then
for the keywords META tag, I strip out the common words, leaving just the meaty
words and phrases.
4. Submit Page to Search Engines. Next, submit your page to the
important Web search engines and directories. To do this, consider using tools
such as the JimTools
SubmitBot (www.jimtools.com) or the All4one
Submission Machine (www.all4one.com/all4submit). The most important search
engines that robotically "spider" or index your site are: Google,
AltaVista, Excite, Inktomi, AOL Find, HotBot, Lycos, Infoseek, and Northern
Light. Don't pay someone to submit your site to "300 search engines."
That's a waste, since only a few search engines drive all the traffic anyway.
Avoid registering with FFA (Free For All pages). They don't work well and bring
you lots of spam e-mails.
5. Submit Page to Yahoo. Yahoo is the most important listing of all --
though it's technically a directory, rather than a search engine. It uses real
humans to read (and too often, pare down) your 200-character sentence, so be
very careful and follow
their instructions (http://docs.yahoo.com/info/suggest/). Hint: I've learned
to use less than the maximum number of characters allowable. If the Yahoo editor
starts chopping your wordy copy, he or she may not leave as much as you'd like.
For your business site, you ought to consider paying the $299 annual recurring
fee for Yahoo!
Express to have your site considered for inclusion within seven business
days, otherwise you may be waiting a very long time (http://help.yahoo.com/help/express/).
6. Submit Page to Specialized Directories. You may find some
directories focused on particular industries, such as education or finance. Be
sure to register with these. Beware of directories that solicit you for
"upgraded listings." Unless a directory is widely used in your field,
your premium ad won't help much at all. Marginal directories come and go very
quickly, making it hard to keep up. Don't spend time here trying to be
exhaustive. One directory you should be careful to list your site is the Open
Directory Project (www.dmoz.com), overseen by human editors. The Open
Directory Project provides its directory as the basis of listings in various
search engines.
7. Employ search engine positioning. Registering your site with the
search engines is the first step. But with tens of millions of webpages, your
site may hardly be visible. These days you may need to construct a series of
gateway pages, each tuned for a particular search phrase and search engine. Then
fine-tune these gateway pages to rank high using a program such as WebPosition
Gold (www.webposition.com/d2.pl?r=AQH-55E7). Many small businesses outsource
search engine positioning because of the considerable time investment it
requires. You can find more information on this complex subject in Web
Marketing Today (www.wilsonweb.com/wmt4/issue54.htm).
You can find links to hundreds
of articles on search engine strategies in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_Search).
Linking Strategies
Several important search engines rank a site higher when it has many links
pointing to it, "perceived popularity." All links, however, are not
created equal. Links from high traffic sites will help your site rank higher
than those from low traffic sites.
8. Request Links on Industry Sites. You probably belong to various
trade associations that feature member sites. Ask for a link. Even if you have
to pay something for a link, it may bring you the kind of targeted traffic you
crave.
9. Request Reciprocal Links. Find complementary websites and request a
reciprocal link to your site (especially to your free service, if you offer
one). Develop an out-of-the way page where you put links to other sites -- so
you don't send people out the back door as fast as you bring them in the front
door. Your best results will be from sites that get a similar amount of traffic
to your site. High-traffic site webmasters are too busy to answer your requests
for a link, and don't have anything to gain. Look for smaller sites that may
have linking pages. Avoid software that promises to automate the process by
searching for keywords to help you find linking partners. These are spam
generators. When you locate sites, send a personal e-mail to the administrative
contact found in the Whois
Directory (www.allwhois.com). If e-mail doesn't get a response, try a phone
call. You'll find several articles
on reciprocal linking strategies in our Info Center (www.wilsonweb.com/search/search_results.cfm?page=
1&querytype=simple&criteria=reciprocal+link).
Traditional Strategies
Just because "old media" strategies aren't on the Internet doesn't
mean they aren't effective. A mixed media approach can be very effective.
10. Include Your URL on Stationery, Cards, and Literature. This is a
no-brainer that's sometimes overlooked. Make sure that all reprints of cards,
stationery, brochures, and literature contain your company's URL. And see that
your printer gets the URL syntax correct. In print, I recommend leaving off the
http:// part and including only the www.domain.com portion.
11. Promote using traditional media. Don't discontinue print
advertising you've found effective. But be sure to include your URL in any
display or classified ads you purchase in trade journals, newspapers, etc. View
your website as an information adjunct to the ad. Use a two-step approach: (1)
capture the readers' attention with the ad, (2) then refer them to a URL where
they can obtain more information and perhaps place an order. Look carefully at
small display or classified ads in the back of narrowly-targeted magazines or
trade periodicals. Sometimes these ads are more targeted, more effective, and
less expensive than online advertising. Consider other traditional media to
drive people to your site, such as direct mail, classifieds, post cards, etc.
Since 1999 we've seen TV used to promote sites, though it is probably too broad
for all but the most general product sites.
12. Develop a Free Service. It's boring to invite people, "Come
to our site and learn about our business." It's quite another to say
"Use the free kitchen remodeling calculator available exclusively on our
site." Make no mistake, it's expensive in time and energy to develop free
resources, such as our Web
Marketing Info Center (www.wilsonweb.com/webmarket), but it is very
rewarding in increased traffic to your site. Make sure that your free service is
closely related to what you are selling so the visitors you attract will be good
prospects for your business. Give visitors multiple opportunities and links to
cross over to the sales part of your site.
13. Issue News Releases. Find newsworthy events (such as launching
your free service), and send news releases to print and Web periodicals in your
industry. However, opening or redesigning a website is seldom newsworthy these
days. You may want to use a Web news release service, such as one offered by Eric
Ward's URLwire (www.urlwire.com), the Internet
News Bureau (www.newsbureau.com), or the free PR
Web (www.prweb.com). More
info on PR (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_PR).
E-Mail Strategies
Don't neglect e-mail as an important way to bring people to your website.
Just don't spam. That is, don't send bulk unsolicited e-mails without permission
to people with whom you have no relationship.
14. Install a "Signature" in your E-Mail Program. Most
e-mail programs such as AOL, Netscape, and Outlook allow you to designate a
"signature" to appear at the end of each message you send. Limit it to
6 to 8 lines: Company name, address, phone number, URL, e-mail address, and a
one-phrase description of your unique business offering. Look for examples on
e-mail messages sent to you.
15. Capture Visitor E-mail Addresses and Request Permission to Send
Updates. On your website's response form, include a checkbox where the
visitor can give you permission to e-mail updates about products or services.
Now your e-mails to visitors are not "spam." You're responding to
their request for more information. I recommend capturing first and last name in
separate fields so you can market personally to them. But only ask for the
information you need or few visitors will respond.
16. Publish an E-Mail Newsletter. While it's a big commitment in time,
publishing a weekly, monthly, or quarterly newsletter is one of the very best
ways to keep in touch with your prospects, generate trust, develop brand
awareness, and build future business. You can distribute your newsletter using
your e-mail program, or have people subscribe on your website directly to a
listserver program such as SparkList
Lyris (www.sparklist.com/cgi-bin/af/b.cgi/104/) or free
advertising-supported programs such as Yahoo!
Groups (www.yahoogroups.com) and Topica
(www.topica.com). More information can be found in the e-book Guide
to E-Mail Newsletters (www.wilsonweb.com/ebooks/email-newsletters.htm).
For an example, take a look at our newsletter Web
Marketing Today(www.wilsonweb.com/wmt).
17. Send Offers to Your Visitors and Customers. Your own list of
customers and site visitors who have given you permission to contact them will
be your most productive list. Send offers, coupon specials, product updates,
etc. Personalizing the subject line and the message will increase the results.
You'll find scores of articles on general
e-mail marketing in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=me_Email-Gen).
Miscellaneous Strategies
18. Promote Your Site in Mailing Lists and News Groups. The Internet
offers thousands of very targeted e-mail based discussion lists and Usenet news
groups made up of people with very specialized interests. Use Google
Groups (formerly DejaNews, groups.google.com) to find appropriate sources.
Don't bother with news groups constituted of pure "spam." Instead,
find groups where a dialog is taking place. Don't use aggressive marketing and
overtly plug your product or service, even if you see some jerks doing so.
Rather, add to the discussion in a helpful way and let the "signature"
at the end of your e-mail message do your marketing for you. People will
gradually get to know and trust you, visit your site, and do business with you.
You can learn more from articles
in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mm_Newsgroups).
19. Announce a Contest. People like getting something free. If you
publicize a contest or drawing available on your site, you'll generate more
traffic than normal. Make sure your sweepstakes rules are legal in all states
and countries you are targeting. Prizes should be designed to attract
individuals who fit a demographic profile describing your best customers. See
dozens of articles
on contests and incentives in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=ma_Incentives).
20. Ask Visitors to Bookmark Your Site. It seems so simple, but make
sure you ask visitors to bookmark your site. We use a graphic on the main entry
pages to our site. See more at www.wilsonweb.com/wmta/bookmark.htm
21. Exchange Ads with Complementary Businesses. Banner exchange
programs, such as Link
Exchange (now called Microsoft bCentral Banner Network, www.bcentral.com/services/bn/),
don't seem to work well these days. But consider exchanging newsletter ads with
complementary businesses to reach new audiences.
22. Write Articles for Others to Use in their Newsletters. You can
dramatically increase your visibility when you write articles in your area of
expertise and distribute them to editors as free content for their e-mail
newsletters. Just ask that a link to your website and a one-line description of
what you offer be included with the article. This is an effective
"viral" approach.
23. Devise Viral Marketing Promotion Techniques. So-called viral
marketing uses the communication networks (and preferably the resources) of your
site visitors or customers to spread the word about your site exponentially.
Word-of-mouth, PR, creating "buzz," and network marketing are offline
models. The classic example is the free e-mail service hotmail.com that includes
a tagline about their service at the end of every message sent out, so friends
tell friends, who tell friends. You can learn more in my e-book Demystifying
Viral Marketing (www.wilsonweb.com/ebooks/viral.htm), available for no
cost when you subscribe to my free, weekly Doctor
Ebiz newsletter (www.doctorebiz.com). You can find articles
on viral marketing in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mm_Viral).
Paid Advertising Strategies
None of the approaches described above is "free," since each takes
time and energy. But if you want to grow your business more rapidly, there comes
a point when you need to pay for increased traffic. Advertising is sold in one
of three ways: (1) traditional CPM (cost per thousand views), (2) pay per click
(PPC), and (3) pay per action, otherwise known as an affiliate program. Do some
small tests first to determine response, and then calculate your return on
investment (ROI) before spending large amounts. Here are some methods:
24. Purchase Ads on Appropriate Websites. Unfortunately, too many
visitors have trained their eyes to ignore banner ads, so click-through rates
are usually a dismal 0.1% to 0.3%. But you might ask for some low-cost banner
ads as part of a broader ad buy. You'll find hundreds of articles
on banner ads in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=ma_Banner).
25. Buy a Text Ad in an E-Mail Newsletter. Some of the best buys are
small text ads in e-mail newsletters targeted at audiences likely to be
interested in your products or services. Many small publishers aren't
sophisticated about advertising and offer attractive rates. For example, we
offer low-priced 2-Line
Ads in Doctor Ebiz each week (www.wilsonweb.com/ads/2-line-ad.htm).
26. Rent targeted e-mail lists. We abhor "spam," bulk
untargeted, unsolicited e-mail, and you'll pay a very stiff price in a ruined
reputation and cancelled services if you yield to temptation here. But the
direct marketing industry has developed targeted e-mail lists you can rent
consisting of people who have agreed to receive commercial e-mail messages. Do a
smaller test first to determine the quality of the list. See my article "The
10 Crucial Elements of an Opt-in E-mail Campaign" (www.wilsonweb.com/wmt6/optin_overview.htm).
Some companies which offer such services are listed
on my site (www.wilsonweb.com/webmarket/lists.htm). You'll find many articles
on opt-in e-mail marketing in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=me_Opt-in).
27. Begin an Affiliate Program. Essentially, a retailer's affiliate program
pays a commission to other sites whose links to the retailer result in an actual
sale. The goal is to build a network of affiliates who have a financial stake in
promoting your site. If you're a merchant you need to (1) determine the
commission you are willing to pay (consider it your advertising cost), (2)
select a company to set up the technical details of your program, and (3)
promote your program to get the right kind of affiliates who will link to your
site. Consider affiliate management software such as My
Affiliate Program (www.myaffiliateprogram.com/index.asp?3051) or Ultimate
Affiliate Program (www.groundbreak.com/cgi-bin/affiliate/clickthru.cgi?id=rfw).
I've described a number of these programs in my Report
on Affiliate Management Software (www.wilsonweb.com/ebooks/affilisoft.htm).
More info in the E-Commerce
Research Room (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=em_Associate).
28. Join a Mall. Some web hosting services brag about the
"mall" made up of their client stores, but few have the budget to draw
much traffic. The biggest mall, if you will, is Yahoo.
Getting a good listing there gets you a long way. Paying to be in a mall is
seldom a good investment. But some retailers pay for ads in various shopping
sections of Yahoo!
Shopping (http://shopping.yahoo.com) and other portals to draw traffic.
29. Purchase Pay Per Click (PPC) ads on Overture.com
(www.overture.com, formerly GoTo.com) and Google
AdWords Select (https://adwords.google.com/select/main). The top ads appear
as featured links at the top of search engine results in many search engines.
Your ranking is determined by how much you've bid for a particular search word
compared to other businesses. This can be a cost-effective way to get targeted
traffic, since you only pay when someone actually clicks on the link. More
information on PPC ads can be found in our Info Center (www.wilsonweb.com/cat/cat.cfm?page=1&subcat=mp_PPC).
We certainly haven't exhausted ways to promote your site, but these will get
you started. To effectively market your site, you need to spend some time
adapting these strategies to your own market and capacity. Right now, why don't
you make an appointment to go over this checklist with someone in your
organization, and make it the basis for your new Web marketing strategy.
Copyright © 1997, 2002, Ralph F. Wilson. All rights
reserved.
ABOUT THE AUTHOR:
Dr. Ralph F. Wilson is an e-commerce consultant and the founding
editor of Web Marketing Today, Web Commerce Today, and Doctor Ebiz.
Praised in the Wall Street Journal, PC Magazine, Business Week, and
MSNBC, he was selected from among his peers to receive the Tenagra Award for
Internet Marketing Excellence. He is the author of Planning
Your Internet Marketing Strategy (John Wiley & Sons, 2002). Dr.
Wilson has assisted over 100 small to medium-size businesses to develop an
Internet presence, and consulted with CEOs and marketing directors of hundreds
more. He has speaks widely in the United States and Europe.
As
luck would have it, you can kill two birds with one stone simply by
signing up for the
Web Success Informer.
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