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your website won't market itself - think beyond the website.Your website may look great, but it'll bring very little business if you don't think of it in the context of a broader online marketing plan. You need to consider activities such as:Direct EmailSearch engine optimisationOnline advertising - pay per click, bannersAffiliate programmesDigital PR - blogs, social networks, syndicating news, RSSEbay clearance storeSMS (text messaging)Collect email addresses at EVERY opportunity!Emails are cheap to send out and so long as they've been given to you willingly you're not spamming! Emails provide a way to:Tell new customers what you doRemind old customers how great you arePromote new products and servicesLink to your websitePrompt recipients to get in touchGet yourself a Google account - it's FREE!Google has spent a fortune putting together a set of online software you can use for free. These include:Website statistics software (Analytics) that tells you who, when visitors come to your site and in what numbers Website diagnostic tools - tells you what may be wrong (or right) with your siteE-commerce goals settingAdWords management - for your Pay Per Click advertisementsPlus email, documents and note taking.Blog it. Tweet it. Share, share, SHARE!Make the most of social media. Keep your site updated by blogging (writing news) about your company, industry, in fact just about anything. Get a Facebook account, a Twitter account and start building links and joining online business networks just as you do in the real world. If you want to really turbo-charge your reach, consider using an online marketing or digital pr agency to engage the wider blogging community on your behalf.
BUILD BRIDGES - and links
Link building is essential to search engine success - look for ethical opportunities to add links into your site. Make a particular point of 'deep-linking' that is to say, linking to pages deep within your site rather than just the home page. Linking opportunities include:Adding (legitimate) links to other people's blogs when you add a commentRegistering with directories (although you must be careful to avoid link-farms and other spam generators)Writing articles (a bit like this one!)Encouraging other bloggers (and online publications) to write directly about your business
KEEP KEYWORDS CONSISTENT.
To gain maximum search engine rankings, you should ideally concentrate on about 5-10 keywords or phrases. As well as using these throughout the text of your site, they should be used in Page Titles, Headings, Links and image tags.
KEEP IT CLEAN.
What we're on about here is GOOD HOUSEKEEPING. Periodically check your site for broken links (a link that doesn't go anywhere), and make sure you have:A sitemap404 Error page (a page that displays in the event of someone typing in a page that doesn't exist)A robots.txt file - this is a set of instructions for Search engines, telling them which page NOT to index (e.g. private areas of your site)ACCESSIBLE sites make good business sense...If the information on your site and the way it has been built is more accessible to people, it will also be so to search engines. The benchmark for accessibility are the W3C's WAI (Web Accessibility Initiative) guidelines. Alternatively type your web address into www.totalvalidator.comMONETERIZE your site - create a pasive income streamThere are more ways to make money online that you could shake a stick at. A few even work:E-books - write that book and publish it as a PDF, then simply charge for each download!Provide digital information packs that customers can download (for a charge)Affiliate programmes - advertisements that pay every time an order is completedCarry Google AdWordsPPC - don't go for the ovious search termsConsider Longtails - LONG SHOTS to you and me - Pay Per Click (PPC) advertising can be tremendously expensive, however if you broaden your keywords to include mis-spellings; unusual turn-of-phrases and less popular terms, you can often achieve a far higher ROI.CONTENT IS KING.
Keep it topicalFresh, topical content is essential to a healthy website. Keep your site up to date and you'll improve your search engine rankings. Out of date, or incorrect details are a sign of a sloppy company and reflect badly. Periodically, check:Your news is up to dateJob opportunities haven't passed their closing datesProduct and service details are still relevantYou have testimonials on the site from recent customersYour contact details, address and telephone numbers are accurate