Generate business from your e-marketing plan

Getting the most out of search engines

Few web users will look past the second page of results on a search engine. This means that if your website isn't rated as one of the 20 best matches for someone's search, you are unlikely to pick up passing trade. While this can sound daunting, there are lots of things you can do to improve your rating.

• Include the right keywords or metadata (information that describes a web page, but isn't visible on the pages) when you build your website and submit it to a search engine. Use the most relevant keywords from your website and the words that people are likely to use when searching for your products or services. Your website designer can help you include the key phrases when designing and building your website. Update your keywords regularly using the search engine reports to help you identify the words that are generating the most hits and those which are not performing.
• Register with online directories, both general (eg Applegate and Kelly) and those specific to your industry and the markets you serve. This will generate links to your site from highly ranked sites which will boost your page rank. Many directories are free but it is also worth considering paying for highly relevant directories.
• Exchange reciprocal links with related trade associations, consumer forums and sites selling related (but not competing) goods or services to boost your ranking on sites that measure a site's popularity.
• Pay search engines to include your website as a sponsored link. Sponsored links appear at the top or on the right-hand side of the search results. To become a sponsored link you bid for particular keywords or phrases. Your ranking is determined by how much you pay each time your link is clicked - known as "cost-per-click" pricing. You can set your own daily budget to help you control costs and once your daily budget is spent your ad is turned off until the next day. You may have to pay an initial set-up cost and set up an account to cover the costs incurred. Find out about sponsored search pricing on the Yahoo website - Opens in a new window.
• Use the web tools provided by the search engines to help you improve your website's ranking. Many of the main search engines - such as Google, Ask, Yahoo and MSN - provide tips, advice and tools to hep you improve your website's usability. Access the Google Webmaster tools on the Google website - Opens in a new window.

In-house or agency?

You can engage the services of a professional search engine placement agency, though if you are a small business with a limited budget, and your website is just one of several channels to market, you may be better off saving resources. Most of the search engines provide advice on how you can improve your rankings if you are doing the work yourself.

If you do decide to go for an agency, ask for:

• proof of its success with previous customers
• the cost-per-click of the extra traffic it can generate
• an analysis of your current website's suitability for search engines, including suggestions for improvements
  

Subjects covered in this guide

• Introduction
• Email marketing
• SMS marketing
• Promoting your website
• Getting the most out of search engines
• Advertising and sponsorship
• Sales promotions
• Community building
• Here's how I marketed my products and services on the web

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