Making a Website Work for your Business
As we approach the close of 2014, we at Direct Submit thought it might be useful to repost the following blog article. This is about the third time the blog has been posted but we always seem to get a great response from clients.
We have had a few clients of late ask how to make their website ‘work for their business’, with many having invested considerable amounts into a website that doesn’t appear to doing anything to help their business or generate interest in their products or services. In a perfect world, SEO would be developed while a website is still in infancy. While this ideal situation rarely occurs, the following steps summarise the process as it should occur every time.
Key Phrase Strategy and Website Development
Before building your website, you must have a keyword strategy. Select key phrases that are relevant to your business and receive an acceptable level of traffic. It is often appropriate, particularly for smaller / new businesses, to avoid the most competitive phrases where the level of competition you would be up against would be significant. You can always develop to these phrases as your business grows.
Once you have selected your keywords you can begin to develop the website using basic SEO site structure principles. These include the Meta titles, Meta descriptions, linking strategy, clear site navigation, optimised coding and great content.
Try to include some web analytics platform that will allow you to monitor users are coming from and what search terms they are using. One free example is Google Analytics which provides a reasonable level of feedback on the traffic levels and sources to your website. This information will enable you to monitor and update your website to try and achieve the best results possible within your market sector.
Driving Traffic to the Website
Obvious really, but look to get your web pages listed in the main search engines as quickly as you can. You can submit the website, but also look to get your URL linked to from websites already in the search engines. Subscribe to directories and develop a strategy for effective link building. Remember, with links, it’s about quality, not quantity; a handful of links on top-notch sites is worth hundreds of links on irrelevant, insignificant sites.
Incorporate off site and traditional marketing methods. For example, include your web address on your stationary and have it displayed on the side of company vehicles.
Consider employing the services of an Internet Marketing specialist to help with the Search Engine process. At Direct Submit we regularly see clients who have spent thousands on a website assuming, the traffic will just come, only to find their lovely looking website is not SEO friendly and they have no identifiable SEO strategy in place.
Monitor, Evaluate & Refine
After you campaign has run for a time, review and look to assess how the project has been working. Are your keywords receiving the most traffic and bringing in the best ROI, is your website listed in the major search engines and do you need to update /refine the website content.