7 Steps to Creating An Internet Marketing Strategy

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The following is an outline of some high-level ideas you may want to consider to build your web visibility:

  1. Building your Website content – this is the first thing you need to do.  What is that you are trying to say?  It is important when building your web content that your language and content reflects the ‘keywords’ which you expect people to use when searching for your website.  In the old days, it used to just be the ‘meta’ tags that were embedded in your HTML that mattered. Now the search engines have become much smarter and will actually crawl all of the pages of your website and make sure that they match what you have entered into your meta data.  This is the first and most important thing when writing your website.
  2. Signing up for Google and Yahoo (Bing) SEO Dashboards – Google and Yahoo (now Bing) provide extensive tools to help you get your site listed and collect statistics about your site.  Because they are the two real big (and arguably only real) site search engines, it is important that you are properly listed/registered with both of them.  Also when using these tools, you will be able to get information on your site and make sure that it is in fact being crawled correctly by these search engines. In addition to these two sites, you will also want to use the site alexa.com to track how well you are doing in your search results.  Alexa.com allows users to see the ‘ranking’ that their website currently has in relation to other sites.  Like Amazon rankings, the smaller the number the better.  Alexa also provides lots of other information on site traffic, other sites that are LINKED to your site, as well as the keywords visitors are most frequently using to get to your site.  Some of the tools that the Yahoo and Bing dashboards offer include:
    1. Site Directories - Make sure your site is listed in the business directory in Google and Yahoo
    2. Site Maps - Set up ‘site indexes’ and submit them to search engines – this allows you to index all of your pages at once instead of one at a time.  By creating the site maps and updating them on a regular basis you are ensuring that all of your web pages and any changes are recognized by the search engines.  (example tool: Rage – used to generate site maps).
    3. Web Traffic Statistics - Gain access to web analysis tools by being able to view statistics on who is coming to your site, what pages are getting the most hits and other information related to traffic on your site.
    4. Crawl Errors - Google and Yahoo analysis tools al so will show you what links are broken on your site.  Remember – search engines will stop crawling once they hit a link that is broken and will not be able to crawl to the next link.
    5. Ad Words – set up with pay per click for advertising campaigns.
  3. Business Directory Participation – by registering your site with as many directories as you can find that appropriately reflect what you do – you increase the traffic back to your site.
  4. Cross references to your site – The more other sites you can get to link back to your site – the more the search engines will pick you up.
  5. Press Releases – press releases are one of the best ways to get you visibility on the web.  Because the content in press releases is picked up by so many other publications, it adds an enormous amount of cross referencing when people search for you or your website.  The more specific you can target who gets your press release and the wider and audience you can reach, the more likely you are to have your site listed on the early pages of Google.
  6. Blogging – by participating in blogs and sites that feature content around your website’s subject matter you increa se links back to your.  Search engines crawl blog sites frequently and therefore help increase the number of hits to you and your site as well.
  7. Social Networking – social networking tools are becoming more and more popular in promoting people, products and organizations on the web.  These tools are great ways to get your word out as they are highly interactive and offer immense possibilities for cross marketing.  Facebook users can create separate ‘fan’ pages for their business, organization or product that facebook users can then ‘become a fan of’ allowing you to share daily comments, specials, announcement and events.


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