Proper Web site design and structure is an integral part of any search-engine optimization campaign. The search-engine ranking algorithms are constantly evolving. More and more Web site owners are losing their spots in the rankings as their competition becomes more technically competent and adept at the technical side of search-engine optimization.

Create a Robots.txt File

Creating a robots.txt file is a way of speaking directly to the search-engine spiders when they arrive at your site. Perhaps you would rather the spiders not visit certain section of your site. Or maybe you want to instruct them to visit every single page. Other times you may want to control the frequency at which the spiders visit your site.

Also you can create a robots.txt file to prevent search-engine spiders from consuming excessive amounts of bandwidth on your server and also to prevent potential copyright infringements.

The file resides in the root directory of your Web server.

Tip: A robots.txt file can also be used to tell the search-engine spiders where a site map is located with this text: Sitemap: http://www.example.com/yoursitemap.html

You can use the robots.txt generator at: www.mcanerin.com/EN/search-engine/robots-txt.asp to simplify the robots.txt creation task.

Using the Nofollow Attribute

Attaching a nofollow attribute to a link is your way of telling the search-engine spiders that they should not follow that link or view that link as anything of significance when determining ranking.

The nofollow attribute can also be used to link to other Web sites that are not directly related to the content of you own Web site. Google has asked that all paid links be tagged with the nofollow attribute to indicate that the links should not affect ranking influence.

Tip: Essentially, adding the nofollow attribute to a link tells the search engines not to use that link as a positive factor in their ranking algorithm.

Structure URL s Correctly

Both search engines and search-engine users appreciate static-looking, descriptive URL s. The search engines also take into consideration the keywords and phrases contained within your URL s and use these to influence your rankings.

Tip: Structuring your URL s correctly provides you with benefits beyond just improving your search-engine optimization efforts. One such example is a paid search, or pay-per-click, advertising campaign. A properly categorized Web site gives you a head start in developing the keyword lists necessary to properly construct a paid search advertising campaign. You may actually see a price decrease in your paid search efforts as well.

Protect Yourself with an .htaccess File

An .htaccess file is the Apache Web server’s configuration file. It is a straightforward yet powerful text file that can accomplish a wide variety of functions.

Although normally left to expert server administrators, an .htaccess file can help you avoid several potential problems.

Rewriting URL s and redirecting Web traffic enables you to use numerous forms of protection ranging from password protecting directories, banning visitors from certain sources, and preventing bandwidth theft from image linkers.

Rules located in an .htaccess file uploaded to your images directory take precedence over the foot file. Also you may want to stop the malicious use of the Linux Wget command that can retrieve your Web site content.

You can use .htaccess to block direct linking to your images, and instead even send a replacement image.

Tip: An excellent tool located at www.htaccesstools.com allows you to generate a variety of different .htaccess code blocks.

The tool automatically generates .htaccess authentication code along with an encrypted .htpasswd file to password protect directories. This is especially important with the advent of new image search engines like Google Images. The tool also creates .htaccess code to block unwanted bots traffic or traffic from certain IP addresses. You should regularly check for excessive traffic from random bots or excessive visits from any particular IP addresses.

Using Mod_Rewrite to Rewrite URLs

The mod_rewrite module of the Apache Web server gives you the power to rewrite poorly formed URL s on the fly as well as manipulate the appearance or any file name you choose. There are tools available to simplify the complex parts.

Use mod_rewrite to easily and noninvasively restructure the URL to look like www.example.com/pets/dogs/fod.

Activate mod_rewrite by adding the text RewriteEngineOn to your Web root directory’s .htacess file. The mod_rewrite module is not present on all server, so be sure to contact your Web hosting administrator to make sure that it is installed or ask if an alternative solution is available.

Tip: Mod_rewrite can be very complex and difficult to use if you are not a skilled Web programmer. And excellent, free tool can be found at www.mod-rewrite-wizard.com. You also have the option to add any relevant keywords as a prefix or suffix.

Redirect Non-WWW Traffic to WWW

You may be amazed to learn that some search engines see the example.com and www.example.com variations of your domain name as two totally separate Web sites. This is called a www/non-www canonical issue because there is confusion as to which version is standard.

It is important to set up your server to redirect all traffic to one variation to prevent any confusion by the search engines.

Fortunately, you can easily address this problem by adding a small amount of code to your Web root directory’s .htaccess file to set up a 301 redirect from example.com to www.example.com or vice versa. A 301 redirect is also known as a permanent redirect.

301 redirects are the preferred method of redirection because Google attempts to pass all the ranking influences to the new destination.

Tip: You should always set up the 301 redirect discussed in this task, and you may be curious to see if you have a large canonical issue with your www/non-www domain entries.

To check, visit www.google.com and type site:newdomain.com into the search bar. Replace newdomain.com with your domain name.

Also take a note of the total number of pages indexed in the upper-right corner of the search results. Next, type site:www.newdomain.com into the search bar. If the results differ dramatically from the results of the previous query, you probably have a canonical issue.

Redirect with 301 Redirects

301 redirects provide you with the means to tell the search engines that not only have you moved your site, but you want all your rankings to move with it. This is a very important and often overlooked issue.

Unfortunately, search engines are not necessarily friendly when you make Web site changes. You can set up a 301 redirect to accomplish this task, and both search-engine spiders and Web browsers automatically redirect to the new location. For search-engine optimization purposes, this also preserves most if not all of your search-engine ranking factors.

If you want to move your entire Web site from one domain to another, a 301 redirect is your best bet to keep your current search-engine rankings.

Do not be alarmed if your redirect is not reflected immediately. Also, keep in mind that any changes you make to your Web site can negatively or positively influence your search-engine rankings.

Tip: Do not expect the search engines to understand your intentions. When you remove pages that are not longer necessary for your site, consider adding a 301 redirect for those pages back to your site’s home page. Otherwise, if you remove the pages and the search-engine spiders continue to crawl the missing pages, they may penalize your entire site despite the deletions being intentional.

If you own the .com, .net, .org, or other extension of your domain name, you can use 301 redirects to automatically force all .net and .org visitors to redirect to the .com extension or whatever extension you choose.  301 redirects can be used to automatically redirect any misspelled traffic to your actual domain name.

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Basic

A well-optimized Web site design and structure helps to improve the overall performance of your Web site, making it easier for users to navigate and for search engines to find and index all of your content.

One way to ensure that search engines find all of your content is by submitting a sitemap. Think of your sitemap as an outline of your entire Web site. As you add new content to your Web site, you should submit your sitemap to the search engines on a regular basis, every 24 hours or so.

In addition to a company information page, your Web site should also contain a page explaining your privacy policy.

Advanced

A robots.txt file allows you to tell the spiders what they may and may not do when they arrive at your domain. Robots.txt files also provide you a means to prevent both potential copyright infringements and search-engine spiders from consuming excessive amounts of bandwidth on your server.

The “nofollow” attribute instructs search-engine spiders that they should not follow a particular link or view that link as anything of significance when determining ranking.

A second advance Web site structural consideration is the way you structure your URLs. Search engines as well as people prefer URLs that are simple and that include the keywords describing the page within the URL string.

A third structural consideration is the use of an .htaccess file. An .htaccess file is the Apache Web server’s configuration file.

Other advanced Web site structural considerations include using “mod_rewrite” to rewrite URLs and using 301 redirects whenever you change or redesign your Web site. Each advanced structuring technique provides you with procedures to ensure that search engines recognize your Web site and that each of your Web pages are correctly indexed.

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Websites are perhaps the most overlooked advertising tool for businesses. A website is an extremely valuable tool that boosts your existing marketing, accounting applications, recruitment and communications effort.

Websites are perhaps the most overlooked advertising tool for businesses. A website is an extremely valuable tool that boosts your existing marketing, accounting applications, recruitment and communications effort.

In fact, if your business is not on line or your existing site is ineffective, then you are losing sales opportunities. A good website will help you reach and retain customers. Yes, every retailer needs one. Every businessman, lawyer, accountant and minister needs one. Every café, restaurant, coffee shop and most especially your company needs one.
I am not suggesting that all these businesses need to actually transact business on line. I am only saying that everyone listed in your phone directory’s Yellow Pages needs to also be available on the Internet today; it is where your customers expect to find you.
A properly constructed website allows your prospects to gather the information they need from their own computer monitors. Your web will answer all the questions your salespeople answer every day.
This is the information that needs to be available 24 hours 7 days a week on your site. This is an extra medium for you to capture their interest and inform them about your business, your products and services.
Marketing your products and services online is very cost effective. Your message can be broadcast all over the world instantly, and with a proper promotion strategy you could put your message directly in front of people in your target market who are ready to buy your company’s services. Read more about “Expanding Your Web Presence“….

My focus in on long term site care and maintenance which involves a combined range of many activities, but I do also provide individual website project elements to some clients including other website design companies, advertising agencies and database developers. I work with certified partner to fully satisfy your needs.

The web and what it takes to build for it may be constantly changing, but you can rely on one thing, I will work with you to make your Website work for you!

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Business is booming. On line, at least. In just two years, Internet sales have increased more than 40%. To get in on this sales upswing, you need to maximize your on line presence in 2009. You will learn about the importance of search engine optimization as well as e-commerce strategies to help increase your sales. You will also learn how to build a loyal customer base with email marketing and we will explore the unique characteristics of the Internet that will help you generate more opportunity for your company.

Section – I

What Works on the Web?

“Does the Website harness the unique characteristics of the Internet to create a strong value proposition for customers, on that could not be easily duplicated in the physical world?” – Jeff Bezos, Founder and CEO – Amazon.com

Unique Characteristics of the Internet: I

Why small business need a website

The Ability to Keep Your Overhead Low

• No rent, no stock , less labor, etc
• The culture of the web is one of bargains
• Deep discounts equals loyal customers

Ability to Offer a LARGE Selection

The Ability for Small Businesses to Compete on an Even Playing Field with the Big Boys

• Cost of entry low
• Cost of products potentially low
• But the “store” can look the same
• Customer service can even be better

The Ability to Tap International Markets

• An opportunity NEVER available before in history!
• Site in other languages?
• Products for foreign customers?
• Example: Coastaltool.com – ships anywhere

Section II

Getting People to your Site:

Search Engine Optimization

Why SEO is Vital

• Studies reveal that 70% of searchers click on “organic” listings. With Google, that jumps to 87%, and half of all searches are done on Google.
• 60% of searches click on one of the top three organic listings.

Using Key phrases – I

• Entice searchers to click on the title by making the key phrases intriguing
• Use descriptive keywords and phrases along with your business name on your home page. If you sell skis, do not just have your business name and “skis” as your keywords, instead try “Solomon freestyle skis”
• The first paragraph of your site should contain your keywords and phrases. Later, expand to more key phrases
• Search engine spiders use links to figure out your page. So hyperlink your important keywords and key phrases.

Using Key phrases – II

Develop Specific Pages Focused on Particular Keywords:

• Instead of listing all your services and content on a single page, create different web pages for each. Such pages will rank higher because they contain specific rather than generic content

Choosing Keywords

• Google: https://adwords.google.com/select/KeywordToolExternal
• Wordtracker: http://www.wordtracker.com/

Search engines like content

• Create good content that is frequently updated

Start a Blog

Blogs and SEO

• Instant keywords
• Updated content
• Responses create new content
• Creates links
• (Blogs generally)

Choices

• WordPress
• Blogger.com
• Facebook
• Typepad

2 Get Linked Up

• Search engines consider the number of incoming links to your site as an important factor in ranking
• Google has a 10-point scale called Page Rank (10 being the best) to indicate the quantity and quality of incoming links
• Links from popular sites create higher rankings than links from low traffic sites
• Good content will foster links

Creating Incoming Links

Links from directories also help your rankings

• Yahoo (Requires an annual recurring fee)
• About.com
• MSN
• AOL
• Open directory Project (www.dmoz.com): This directory feeds all the major search engines

Submit your site to industry sites

• Trade associations
• Industry and business sites equal qualified leads
• Pay, if necessary

Creating Incoming Links

Creating Reciprocal Links

• Find QUALITY, complementary sites
• Place a link to them on your site
• After you have linked to them, email the owner of the site. Compliment his or her site. Use their name. Tell the owner you linked to their site and give them the URL of the page
• Request a reciprocal link
• Follow up
• Check out: http://value-exchange.sitesell.com. This site lets other similar sites know that you want to exchange links
• Check out link building software:
  • Zeus and Arelis search for complementary sites

Section III

Internet Growth Strategies that work!

Email Marketing

Similar to Direct Mail Marketing:

• Send offers, proposals, specials, sale notifications, product updates, and so on, to visitors, prospects, and customers
• Maintain your list of customers and site visitors who have opted-in. It’s your best list!
• Or buy a list
• The subject line is critical
• Being personal is vital
• Avoid spam filters
• Be respectful and not overbearing

E-Mail Newsletters

Publish and E-Mail Newsletter:

• Stay in touch with your prospects and customers
• Cerate credibility and develop brand awareness
• Build future business
• Sponsored by advertisers?
• SpeakerNet News

Requirements:

• Offer great content
• Opt-in
• Manage the names
• Constant Contact (www.wilsonweb.com/afd/roving.htm)
• Topica Email Publisher (www.wilsonweb.com/afd/topica.htm)
• AWeber (www.wilsonweb.com/afd/aweber.htm)

7 Ways to get people to opt-in

• Offer free articles and information for people who register with their name and email address
• Offer a free seminar:
  • What kind of information are your visitors looking for?
  • Email the course offering to your subscribers at specified intervals
• Offer a free e-book (need not to be long)
• Offer freebies for opting-in :
  • Screen savers
  • Wallpaper
  • Free e-book
• “Members Only” Benefits
  • Exclusive offers
  • Forums and discussion boards
  • Discounts
• Have Fun!
  • Contest to win your products
  • Games and quizzes (people must opt-in to get the answers)
  • Eprize.com
• Take a Survey (opt-in to see result)

Consider the people you want to opt-in and tailor programs that will entice them

Sell Advertising

• Must have a “sticky” site
• Content-rich
• Text-link ads
• Desirable demographic is key
• Setting fees:
  • Depends upon the number of impressions CPM
  • See http://www.poolandspa.com/page5099.htm for and example
  • Ask the Builder
• Google AdSense

Sell your Services – I

What do people see when they come to your site for the first time?

• Is it professional?
• Are you legitimate?
• Will they get what they paid for? If not?
• Are there guarantees?
• Why use you?
• Are you different or better?
• What’s in for them??

Sell your services – II

Success Secret – Make customers feel safe and comfortable:

• Description of services
• “About us” – include your company’s mailing address, phone number and important email addresses
• Use testimonials and referrals, past clients and customers
• Fees..?
• Make shipping and refund policies obvious
• Install an automatic email response generator
• Don’t be a Nopey!

Sell Products – I

• Selling Products Overview
  • It’s like any other new business, and
  • Like no other new business
• Finding products to sell
  • Your own
  • Others, i.e., http://www.mrallbiz.com/shop
  • Affiliate programs
• The magic of Drop Shipping (profit sharing)

Sell Products –II

• Online Selling logistics
  • Shopping cart and merchant account
  • Easy navigation…look at www.despair.com
  • Check out AT&T/Yahoo solutions – http://smallbusiness.yahoo.com/ecommerce
• Online selling secrets
  • Offer professional service: guarantees, secure ordering, ship promptly, easy returns, contact info
  • Buy online to learn what works online
  • SEO, SEO, SEO
  • Pay-per-click
  • Offer low, low prices
  • Examples: fridgedoor.com, InternetHobbies.com, Vitanet.com

Buying Search Engine Ads

• Google, Yahoo and the rest
• Understanding how these ads work
• What you should expect to pay
• Local or national
• Tracking your results
• Google analytics

Section 4:

Website Tips and Tricks

Offer Something Unique to the Internet

• “Come to our site and learn about our business: may not cut it today. But, use our free kitchen remodeling calculator available exclusively on our site
• Creating it can be expensive, but you will also see increased traffic to your site
• Increased traffic means increased sales or potential ad revenue

Create a Sticky site

• Audio and video
• Blogs and search engine, and customer friendly
• Podcast
• Forums, polls and survey
• User-created content
• Remember: Content is King!
• Webinars
• Sticky sites – online words of advertisement

Quotes

I believe the true road to preeminent success in any line is to make yourself master in that line. – Andrew Carnegie

My success, part of it certainly, is that I have focused in on a few things. – Bill Gates

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