-= Method Computer Technologies =-

Higher Search Rankings::

Part II: Promotion

Once your site is built and uploaded and and tweaked and debugged, you're ready for the next stage of the plan. Like SEO, there are no promotional or marketing techniques that are gauranteed. However, many experts have recommended the following steps:

1. Directories
Unlike search engines, directories are human-edited indexes of web sites, categorized by subject. Being listed in directories can help your site get spidered and listed by search engines. The largest directories are Yahoo!, DMOZ and Zeal. Follow the directions explicitly when submitting to directories to avoid being turned down. You can include your keywords in your description, but make sure they are reflected in the pages of your site, particularly the homepage. The title should be the exact title that appears on the homepage (not in the tag Title); if different, the editor will usually change it.

While these large directories are important, smaller directories can be just as beneficial and may sometimes lead to even more traffic. Specialty directories that are topic- or industry-specific and local directories can be good resources and may help search engines find you.

2. Search Engines
Submitting to search engines can be a frustrating experience. The top search engines—Goggle, Hotbot/Inktomi, AltaVista, Lycos/FAST, MSN and Yahoo!—don't promise your site will be spidered just because you submit to them. In fact, some experts think its unlikely such sites will be included. The only way to guarantee a search engine spider visits your site is to sign up for the paid inclusion program, which all search engines now offer. If your budget prohibits this, don't despair. If your site is well-designed and content rich, search engines will eventually find you. It will just take a bit longer.

3. Cost-Per-Click Programs
Another method of increasing traffic is to pay for ad space on the search results pages generated by certain keywords. You choose a keyword, then bid on an ad spot, say the #1 or #4 spot. Each time a visitor "clicks through" to your site, you pay the specified amount.

The advantage of this method is that your audience is targeted—they've already searched on the keyword you've picked. The disadvantage is that this method can become costly and doesn't guarantee results—more visitors does not necessarily mean more buyers.

Many studies have been done on which ad spot on the page gets the highest click throughs. While the #1 slot at the top of the first page of results for a "hot" keyword is the most expensive, some experts suggest that a lower rank (#2 or #3) for less popular keywords can actually yield more bang for the buck. Before committing to a costly campaign, you should research which positions for which keywords work best for you.

4. Inbound Link Building
Of all the methods for getting listed and increasing your rankings, building inbound links is the most reliable and important method. If other sites link to your site, search engines will found you. If many sites link to you—particularly sites that already rank high, are considered "hubs," or enjoy a solid reputation—search engines take this into consideration and increase your ranking accordingly.

There are many ways to generate inbound links to your site. These are the most common:

The best way is still to offer excellent content that people want to link to.
Exchanging reciprocal links with other sites can be helpful, particularly those that share your keywords.
Posting to forums, chats, mailing lists and newsgroups with a signature line that includes a link to your site will generate links, particularly if you post to these groups a lot anyway.
Everyone in your organization should include your web site URL in the signature line of their email messages.
Publishing articles online can generate a great deal of traffic and new inbound links. Publishing your article on your site and offering it to other sites and/or e-newsletters that publish similar material can spread the word about your site, as well as some goodwill.
Generating an e-newsletter has a number of advantages. Subscribers will be reminded of your site and kept up-to-date about news and important information; they may forward your newsletter to other potential visitors; and they may link back to you.
Recommend It, or Tell-A-Friend, features are an especially good way to spread the word about your site. Recipients are much more likely to visit a site that's recommended by a friend. And the chances of them being pleased with the site are high, as it's already been screened by someone who knows their preferences and needs.

Getting listed in search engines and ranking high in search results is not easy. There's no quick solution or guarantee, and it's fairly time-consuming. If you have the resources, you may want to consider hiring a professional to perform this duty, or at least to set up a plan for you.

Method Computer Technologies routinely implements all SEO techniques on each of the sites we build, paving the way for a successful web site promotion campaign. However, we aren't a promotional or marketing firm...just very concerned that our clients achieve the best results possible with the sites we design for them.

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