Search Engine Optimization (SEO)

Many business owners spend a small fortune building new websites to replace old ones that don't perform well only to discover that even though they have an awesome product and a spectacular new website; the flow of traffic remains pretty much the same as before the demolition.

WHAT WEB DESIGNERS WON'T TELL YOU is that they are not Search Engine Optimization experts and most wouldn't even be considered novices. Seriously, if you were to hire a building contractor to erect your place of business would you also expect him to advertise and promote your product? That said; let the record state that website designers should NEVER BE CONFUSED with Search Engine Optimization experts or marketing specialists.

This week I'll be writing about noninvasive techniques that will help you jump start a consistent flow of traffic regardless if you are in the process of building a new website or if you already have an existing website.

Website Content

Well it's time to sit down and write the content and while the idea of filling an entire website with content can be overwhelming who knows your business better than you? Without wanting to sound like I have a vendetta against web designers THIS IS NOT THE PERSON you want creating your content.

After all it's you who built your business from the ground up and it's you who've personally nurtured and massaged the relationships that grew the business to its current level.

A hired pen will most likely have to research established companies similar to yours which will not only incur additional cost for you but at the end of the day you will find that they lack your experience and passion which can ultimately translate into the writer completely missing the mark on exactly what it is YOU WANT TO CONVEY TO YOUR AUDIENCE.

Don't get hung up on implementing ideal keywords - at least not just yet. At this point you simply want to write what it is that you want to communicate in a way that adds meaning and value to both prospective and existing customers visiting your website.

Your Value Proposition What is your niche? What makes you superior to competitors? Why should this matter to your visitors? What support can you offer to prove your statements true?

It's best if you can express these points in just a sentence or two. Position your value prop near the beginning of your writing and place it on your home page as well as you're about us page. Make what you do and who you are STAND APART FROM YOUR COMPETITORS IMMEDIATELY because at the end of the day it's your value proposition that will make visitors choose you over your competitors. So be careful not to position this message too far down on your web page or bury it within the layers of your website.

Press Releases

After you've established your value proposition and you are satisfied with your content it will be TIME TO SPREAD THE NEWS. If you already have an existing website you may want write a press release reintroducing your website. You can also publish press releases about your company, staff or upcoming event such as webinars and speaking engagements.

Creating Inbound Links

Inbound linking stated simply is when a link to your website appears on another website. Now let's discuss more specifically how you can achieve this and how you will benefit from this strategy.

Personally I view inbound linking as another form of networking. As an example let's say I am a regular visitor at website XYZ.com and one day I notice that XYZ.com has an interesting article written by you and link leading back to your website.

Chances are pretty good that because:

1. I like website XYZ.com 2. I trust website XYZ.com 3. I'm pretty confident the website XYZ.com knows what I like

I'll probably click on the link to your website to check it out. Writing articles and getting them posted on trusted industry related websites is a good way to setup inbound links back to your website. This particular technique will not only increase the flow of traffic to your website but it can also be used as an instrument to ESTABLISH YOU AS AN AUTHORITY IN YOUR PARTICULAR FIELD.

Blogging

Blogging is a great way to:

1. Add fresh content to your website keeping it fresh and interesting. Nobody wants to revisit a stale website. There's no reason to return if you already know everything that's going to be there.

2. Keep in touch with existing and prospective clients. Businesses are always looking for additional reasons to reach out to prospective and existing clients in ways that don't come across as spam

3. Establish you, your team or company as a leader or expert in your field. Excellent platform to present your value proposition, product, service, knowledge, your team, etc.

4. Keep everyone posted on upcoming events, interesting articles and breaking news. Provides another reason to reach out to prospective and existing clients while establishing you as a good source for current and valuable information

Another great way to make use of blogging is to drop your current headline onto social networking sites with a link pointing back to your website to read the full article. THE RESULT WILL YIELD TRAFFIC COMING BACK TO YOUR WEBSITE.

Sharing Strive to write and distribute valuable and meaningful content and make it easy for your readers to share your articles and blog by adding "share this" buttons. By making it easy for your readers to share your content you allow them to become PROACTIVE PARTICIPANTS IN THE DISTRIBUTION OF YOUR MARKETING MATERIAL.

Capturing Lead Information Now that you've got a consistent flow of traffic coming through your website how do you capture their contact information? This can be done by strategically placing simple "calls to action" throughout your website. Make sure the action buttons are bold enough in color or shape to standout and catch the attention of the reader but take care not to compromise the total appearance and balance of the web page itself.

Your unique product or service will dictate precisely how your call to action buttons will prompt readers. Below I've listed just a few as examples of what the verbiage may look like.

• GET IT NOW

• Sign Up Today!

• Call for plans and pricing today

• Click here for today's website specials! Lastly, a much overlooked vehicle for adding calls to action is in your daily emails। Business owners and employees send a lot of emails throughout the course of a day and by adding a call to action at the bottom of your emails you create yet ANOTHER WAY TO IMPACT THE FLOW OF TRAFFIC TO YOUR WEBSITE. It can be something as simple as check out our website changes or a short excerpt from your blog with a click here to read the full article.

SEOKATZ is a Search Engine Optimization and Marketing Consulting firm that uses cutting edge, guerrilla marketing techniques to help small to medium sized businesses increase Internet exposure, drive traffic and capture qualified lead information without the need for a huge marketing expense.

About the company

SEO Katz is a proactive marketing and search engine optimization consulting firm that applies a guerrilla marketing approach to help small and medium sized businesses maximize their presence on the web.