How to Create a Successful Web Site For Almost Nothing, BONUS

The Wall Street Journal:

So, you’ve got your site up and running. Next, you’ll want to be sure people can find it.

We asked two experts, Bruce Clay of Bruce Clay Inc. and Alan Rabinowitz of SEO Image Inc., to reveal some tricks about search-engine optimization — moving your site to the top of search-engine results.

Start with your site itself. You should use language on the site that is associated with the business. Let’s say you’re a florist. Most likely, you’ll show up prominently in search results if people search for the exact name of your business. But the trick is to show up when people search for complicated terms related to your business, like “wedding flower arrangements.” That’s because you want to attract people who might not know about your business but are looking for something that you provide.

Clay offers two shorthand ways to do this. First, ask your employees to send you a couple of words or phrases that describe what your company does and incorporate that language into your site. Second, do a Web search for terms related to your business and look at the language used in the top search results.

For instance, a search for “cowboy boots” turns up several Web sites that also use the phrase “Western wear.” The fact that those sites turn up so high in search results means that they’re doing something right. So, if you sell cowboy boots, you should also refer to Western wear on your site to draw additional traffic.

You should also make sure to include those phrases in your page titles — the headings that appear in the blue bar at the top of a browser window — since search engines pay particular attention to these. (How do you change the title bar?

In Weebly, click the “Settings” tab and type in the “Site Title” field. In Office Live, click the “Page Editor” tab, then click “Page Properties” and type in the “Page title” field for each page. In SynthaSite, click the “Properties” tab and type in the “Window Title” field.)

If you primarily do business locally, there are other ways to get noticed. Start by trying this exercise: Type “Seattle spas” in Google and pay attention to the results. At the top of the page, you’ll see several spa listings, with phone numbers, reviews and Web-site links, next to a map showing each spa’s location.

Below that, you’ll see traditional search results, but many of the links won’t send you to a specific spa’s Web site. Instead, they’ll send you to a news or review site, like Citysearch or Yelp, that talks about area spas.

So, it’s important to get into the listings at the top of the page, next to the map, as well as into the news and review sites. To do that, first register your business with Google’s Local Business Center. By entering some details, like your business’s address and phone number, you can automatically be listed in Google’s local results at the top of the page.

Photo by lusi/CraigPJ.

« Previous Post

Next Post »