NOTT MARKETING SERVICES

Compose for Natural Search

In the virtual world, your website will depend largely on search engine results for recognition. I cannot stress how important it is to code your pages for the ‘searchbots’, explaining what the site is all about. The TITLE of your website, the DESCRIPTION and KEYWORD meta data, and descriptive text behind photographs begin the dialog with the bots. Think about choosing a domain name that describes what you are selling. Do a few searches online and see how many companies might be using names similar to your choices. Look up your business name and see how many industries with your name might be online already. Unless you intend to spend tens of thousands of dollars branding yourself, use your imagination and stand out from the crowd. In the title of your site (the name that displays in the top browser margin), use descriptive phrases, your telephone number, or a company slogan.

The opening headlines and phrases in the body of your home page should tell a descriptive story. Resist the temptation to open with ‘welcome to my website'. Your name, location, product, credentials, licenses and colorful descriptive phrases should appear in the first paragraphs on your home page.

Content is King

Sit down and make a list of all the phrases and words a prospective customer might use to find you in a search engine. Give these to your webmaster so (s)he can incorporate these gems into the copy of the site. Search engines such as Google reward sites with favorable page rank when you provide quality, relevant content which is updated and added to with a certain frequency. Blog posts or new article publication make your site fresh and relevant, favorable for search.

Educate The Consumer: Share What You Know

Please keep in mind that as a business owner, you are the industry expert in your company. Use your website to qualify your leads. Posting timely articles on your website will create value for the public and help increase your page rank in the eyes of the search engines. If you sell insurance, help the consumer wade through mysterious terms and definitions before calling your agency. Publish articles, a glossary of definitions, share health care bill issues, etcetera. If you are a security solution specialist, talk about safety issues, how to promote workplace safety, how to prolong the life of your locks and keys, and the like.

Artful Online Directory Inclusion

I have a client with links in about 6 online business directories, a YouTube video and a sponsored ad in Yahoo local search. When I search for his company name, all the links from every source comes up in a row and he dominates the page. When you talk to your local Yellow Pages representative, inquire about adding your website link to the online version of their directories. I have seen YahooLocal Search page sponsored ads purchased as part of a yellow page advertising package. Adding links to as many free (Legitimate!)* online business directories, online marketplaces, online yellow page sites, and free search engines are very effective when your search terms and keywords are chosen carefully. Take advantage of inclusion in Google Maps, and check out Merchant Circle, where you can establish a blog, publish a newsletter, post articles and network with area merchants.

*Please take care to work with companies and representatives that you know. Telemarketing and FAX offers for 'free internet listings' use bait and switch methods to get you to confirm your company listing. There will be an invoice for several hundreds of dollars, follow-up requests for payment, or collection calls for your premium listing, one you have probably never seen nor endorsed.

Reciprocal Linking

Links from other websites are seen as endorsements by searchbots and increases your site's importance.

Post to YouTube

Original video content is highly regarded by Google and appears in organic search results well before many webpages. If you have expert techniques or give classes in your specialty, why not make short movies and post to YouTube? The movie links directly to your website... you gain credibility as an expert and you plug your product or service at the same time.