As we wind down 2006, most
business operators recognize that search engines are still
the most efficient means of achieving business growth. This is
particularly true for smaller companies whose primary customer base is
found on the Internet.
Most of our customers who
have had web sites that failed, or web businesses that never really got
off the ground had a profound misunderstanding of how search engines
work -- both the technical aspects of the service and the business
models of search engine companies.
How can a web site lead to
increased business? Be realistic about answering this question.
For some, the thought was
that simply having a web site meant being automatically listed in the
search engines (like the white pages); others thought that submitting
their site to the search engines would almost immediately result in a
barrage of incoming sales. Unfortunately, We still have customers who
expect the phone to ring, just because they have a web site.
Anyone who has a developed
skill set, an invention, a product or a consulting service knows that
without the work that went into the development, the item they are
offering for sale would be worth little if anything. Yet, the same
people who have spent years of their lives and thousands of their
dollars on their education, book writing, research and development,
expect to throw up a web site with no attention to it, and have it bring
in targeted, paying customers.
The concept of search
technology is not so mysterious that it defies what we know about
everything else in life: "...if you want to be successful at ____,
you need to work at it!"
your industry, competition, and your operation to determine your
Select targeted keywords, those high in-demand keywords
that will bring targeted traffic to your web site.
Optimize your web site by creating pages containing the highly
searched keywords described above.
This is where any search engine related effort begins. It is the most
critical part of being found by the people you want to see your message.
By not choosing keywords at all, or by not making this the main focus of
your search engine campaign, your site will fail. You can't even buy
search engine traffic without focusing on keywords.
is a web-based subscription tool with the most comprehensive keyword
database available. Their site contains several keyword and search
engine related articles. Sitesell.com's Site
Build It! also includes a
keyword brainstorming tool that prepares your site for serious search
engine traffic. Both WordTracker and Site Build It are web-based tools.
are Windows based software programs that help you to identify the best
niche keywords and keyword combinations for your web site.
First of all, anyone who thinks that they can do better than the traffic
generation tools offered by Site Built It does not understand the nature
of the product and does not understand search engines. Site Build It
submits to all the major engines with special understanding of their
For sites built without a
Site Build It connection, our priortiy
submission service will
guarantee that your site will be submitted and received by several major
search engines. Neither acceptance nor high placement is guaranteed;
however, non-acceptance is extremely rare.
Go Ahead, Pay To
Although pay-per-click may seem intimidating -- and some of the bids do
get a little outrageous -- the ability to place your relevant site in
front of your prospects opens enormous market testing possibilities that
no serious business should ignore.
time this page was
(early 2005), we have identified
the best pay-per-click value to be Google Adwords, and the best
references for effective pay-per-click search engine advertising are
Perry Marshall's "The
Definitive Guide to Google Adwords"
and Andrew Goodman's "21
Techniques to Maximize your ROI on Google AdWords."
These are still very reliable services and products.
by Erik Wyatt,