Directing Web Traffic

Posted on December 30, 2011 by winderm

With a multitude of new websites coming online every day, it is essential that you keep your business’ page at the top of the search engine rankings. Knowing what search engines look for can take you from the bottom of the list to the number one spot. These guidelines for search engine optimization (SEO) are designed to do just that.

Learn to speak “Crawler”. Search engines use online bots, referred to as web crawlers, to document and navigate new sites to be used in their listings. Unlike human users, crawlers cannot see media elements such as images and videos, or other web applications such as Flash and Java. They rely on a combination of keywords, text, and anchors (hyperlinks) to piece a site together. Be certain descriptions and keywords are set for each of your site pages using the HTML Meta tag:

<HTML>
<HEAD>
<META name=”description” content=”Your online resource for customized business training” />
<META name=”keywords” content=”customized training, entrepreneurship, North Platte, McCook” />
</HEAD>
</HTML>

It is important not to overload your keywords –use a few unique keywords that are directly related to your company rather than using many that could come up in unrelated searches. It is also a good idea to sprinkle these keywords throughout your pages, especially in page headings and hyperlinks. Another way to help crawlers navigate your site is to create a text-only site map page that directly links to the different sections of your site.

Take advantage of back links. Back links are hyperlinks from an external site to one of your pages. The more back links crawlers see directed to your site, the more likely a search engine is to put your page higher in their rankings. While you can’t control whether or not other pages are willing to link to your site, there a few tricks you can use to increase your number of back links. Create a network of pages on various social media sites such as Facebook and Twitter. Use updates on your social media feeds to link users back to your site. Blogs and newsletters can also be a great way to increase your number of back links – links to specific blog posts can be included in social networking feeds as well. Be certain that back links do not all go to the same page. If a crawler only sees back links to your main page, it is less likely that it will index pages deeper in the site.

Content is king. The most important tool for gaining search engine rankings is content. Crawlers look for sites with dynamic content, and much of a site’s search engine ranking is based on when the site was last updated. Using blogs or other systems that can easily be updated will help your rankings, but it is important to weigh quality versus quantity. Crawlers will look for topics directly related to the keywords you set, and are built to recognize whether new updates appear to be automated or not. Using natural language and providing quality resources for your site users is absolutely key in gaining a crawler’s attention.

Taking Advantage of Online Comments

Posted on December 23, 2011 by winderm

Online comments can make or break a consumer’s perception of your business. With more people using the Web to research your company’s products and services every day, there’s never been a better time to take the charge in how your business appears on online comment and review websites.

Where to look: The Internet offers such a large number of sites centered around business and product reviews that it is sometimes difficult to know where to find the ones that your clients use. It’s best to put yourself in the shoes of your customers and search for reviews of your business the same way they would. Try typing your company into a Google search and see what comes up. You may find listings all over the web, but some popular comment sites include:

Each of these sites gives basic information about your business (such as your address and phone number) that make it easier for new customers to find you, but their real power comes from user generated ratings and reviews. While every review may not reflect your business positively, the way you respond to praise and complaints alike can reflect well in the eyes of potential clients.

Dealing with negative reviews: Let’s face it, you can’t please everyone. If an unhappy customer posts negative reviews on one of these sites, it is important that you handle it in a courteous and professional manner. Respond as quickly as possible, and work to get a point-by-point framework of their gripes. Take corrective action towards their reasonable points, and see if you can come to an agreement with them on how best to resolve the issue. Be warned, though, not everyone on the Internet likes to play nice. If a customer acts maliciously towards you, be sure to notify the site’s support or flag their comments as inappropriate.

Commending positive reviews: If a customer likes your products or services well enough to write a positive review of them on a website, it is certainly courteous to let them know that you value their thoughts. Be certain to respond to positive reviews in addition to the negative ones. Something as simple as “Thank you for the wonderful comments” can go a long way in retaining customers. It may even be wise to offer them special deals after they post comments, but remember that such perks should be done in private and should not be used as incentives to other would-be reviewers.

Broaden your online horizons: Working online comments to your advantage can extend well beyond simply responding to reviews. Everything from posts on Facebook to answering questions on Yahoo Answers can help you connect with possible consumers while establishing your brand as experts in your field. The Internet provides many great tools to garner feedback from your clients, and it is important to take the good with the bad. Just remember to be open to your customers’ opinions, view their criticism constructively, and always be courteous.

Email Marketing and You

Posted on December 16, 2011 by winderm

More than 90% of Internet users have at least one email account, and the majority of those individuals are checking theirs every day. With such a large base of consumers on one communication platform, it’s easy to see why email marketing is an ever-growing trend among today’s businesses. Here are some tips to get your customers’ attention through email, without being overbearing.

Be clear on the purpose of the email. Email marketing can be split into two categories: informative or promotional. Informative emails, such as newsletters, can cover a wide variety of topics and should include customer-driven content. Use these to offer up free tips and spend little time “tooting your own horn”. Promotional emails, on the other hand, should be geared towards a specific new product or service. Be brief, accentuate the results the product will have for your customer, and make a clear call to action.

Always ask your customers permission to send them email marketing. Nobody likes clicking through hundreds of spam emails. Be certain to use an opt-in or permission-based system so that only those customers who are interested in your emails will receive them. Only ask for as much personal information when users sign up as you absolutely need, and be clear on the benefits and content of your email marketing. Worried nobody will sign up? Offer discounts or other incentives to keep customers checking their inboxes.

Branding, branding, branding. Use a template for each type of email you send to consumers. Be sure to include your company’s color scheme and logo so customers know exactly who sent it. Always remember, text coupled with graphics is more likely to be read, but not every email client will display images. It’s smart to offer both HTML and text-only options to let your clients decide what they want to see.

Don’t be afraid of feedback. Federal Law mandates that email marketing must have an option for users to unsubscribe. Be certain to make the process as easy and efficient as possible, but also use it as a chance garner feedback. If a handful of your users are unhappy about specific areas with your email marketing, do what you can to take corrective action. Remember, marketing is all about creativity, experimentation, and patience.

Business Benefits of QR Coding

Posted on December 9, 2011 by winderm

Quick response or QR coding is an emerging technology tool being utilized by a wide variety of businesses and institutions in today’s on-the-go world.

More complex than a standard bar code, QR codes have been described as a “printed hyperlink” that can be read by smart phones and other mobile devices. They allow users to be linked directly to specific web pages, videos, and other online media, as well as simple text descriptions or even contact information that can be saved into their phone.

QR codes can be generated easily and then used to be printed on nearly any material imaginable (everything from catalogs to billboards, or even tattoos). QR code readers allow the code itself to have minor embellishments and stylization – include your brand colors and logo to create a unique look for your business’ codes. With the right toolset, the benefits QR Coding could have for your company is limited only to the scope of your imagination.

Business Cards: Let your customers avoid hassle by printing business cards with the contact information encoded in a QR code. Any clients with a smart phone could simply scan the code and – voila, you’ve made an instant connection as your contact information is saved directly into their phone.

Coupons and Special Offers: Adding a QR code to specific promotional materials can allow you to send those customers to a designated landing page. You can use that to provide them with a coupon code or special offer, and give your company the means to effectively track which promos are drawing consumers in.

Event Invitation: A QR code on an event invitation or flyer can allow you to send customers to a webpage that lets them reserve their seats right away. No more guessing how many participants to expect at your next event!

Product Information: Allow customers the ability to scan a QR code that takes them to a landing page for one of your products or services. Include pricing, descriptions, reviews, and suggestions for similar products. Combined with shopping cart software, a print advertisement can become an online store.

Endless Possibilities: QR codes allow you to fully integrate your printed marketing with robust technology tools. Whether you’re using them to send customers to a survey for feedback, get more Likes for your Facebook page, or give clients directions to your store, there is no doubt that QR coding is right for your business.

Check out these online resources to get started on QR coding today: