Promoting Your Business

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Powerful Tactic Produces Big Traffic Payback

 by: John Gergye

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So just what was the misconception of epic proportions I was working under?

Well, you see, I mistakenly assumed that most everyone clearly understood the importance of link text. You know the clickable part of your link? Or the part of your linking info that usually appears in blue and leads off most reciprocal links.

So much so, I felt revisiting this topic would be a total waste of time.

Guess not. Because it seems most still don t get it.

That s right. Apparently most don t understand how critical this collection of choice words can be to their search engine marketing success. Even though the traffic payback can be huge.

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So you can forget doing anything clever to make sure your listing shows up near the top of a links page - no matter how many links were on the page before yours. (Which can easily be done by the way.) Looks like most need a refresher course on the basics of what link text to use to begin with.

Link Text The Study

Now I base this observation on an admittedly small bit of research I did recently while looking for link partners. Out of about 40 potential linking candidates I found that when it comes to link text

• 3 used their URL
• 7 used their site name
• 13 used some non keyword focused descriptor like Vision Training for Tennis when their site was about tennis fitness.

Merciful Minerva! In other words more than HALF of these active link traders got it wrong!

And trust me. I was exceedingly generous when it came to awarding style points for getting it right. Or for that matter, even close to right.

Thinking there was something weird about that first group, I looked at some more. Hmmmm. Same thing. Again more than half used less-than-helpful link text. Leaving me to conclude that when it comes to link text most cheerfully ignore their primary keyword phrase altogether. Evidently oblivious to just how important that is.

Hello! You listening?

Given all that let me cut to the chase here.

Link Text The Big Idea

The big idea is to include the focus keyword of the page you’re linking to in the anchor text of your link. Because doing so will enhance your LINK REPUTATION. And link rep is way more important than the more commonly pursued link popularity - which is simply a count of how many sites link to yours.

In fact link reputation will trump just about anything else you can do to rank well. Especially with Google.

I mean let s say your site is about baby lullabies. But for some strange reason you get a bunch of inbound links using “orangutan chow” as the link text. Most likely Google will conclude your site is about orangutan chow. And rank it right up with the rest of the sites dealing with the grub these hairy forest men eat.

Please don’t just flash over what you just read without letting it sink in. It might well make or break your success with search engines actually. It s that important.

Link Text The Results

So here s the action step. If your site is about baby strollers it s a darn good idea to ask link partners to use those two words as your link text. That way Google can t help but conclude the page being linked to is about, what else? baby strollers!

Result? Get enough links using those two words as your link text and sooner or later your site will rank well for the search term baby strollers . Especially since you know from what was revealed earlier that more than half your competition won t be using those words in their links. So that even if they are actively pursuing links, they re only getting some of the ranking boost they might otherwise get from doing it right.

So I beg you. If you aren t already using your focus keyword phrase as the link text in your link request start doing so now. Today. It s a powerful tactic with a big traffic payoff. One that helps you maximize the benefit of link trading. And I ll bet not half your competitors are even aware of it. Leaving the field wide open for you.

Copyright 2005 John Gergye

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7 ways to Promote Your Website Locally

 by: Dwayne Goerges

Now that you ve built your new website you can sit back and let it do all the work, right? Well no. Unlike in Field of Dreams if you build it, they won t necessarily come, at least not until you ask them to! That s where web site promotion comes in. Web site promotion provides that vital link between that great site you ve built (or had built) and everyone that you want to come see it!

Often new site owners either don t know that they need to promote their new site or they follow the trend of only promoting their site on the search engines like Google and MSN. While it is always important to get your site listed with all the major search engines (and most of the smaller ones), you might be overlooking a vital part of promoting your site, promoting your web site locally.

A small business will often use it’s website to provide a Showroom for their products, information about their business, and directions to help potential customers find their business. Their main goal often is to attract customers locally or from nearby towns and cities, so some additional strategy is useful in promoting their site.

Local website promotion checklist

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1. Local Newspaper: Many local papers have a section to introduce your business to the area. Write a small article about your business and submit it to the newspaper.

2. Press Releases: This is a formal release about your business. There are many places on the Internet that will publish press releases for free. This can be a good way to be sure your business can be found on the Internet. Often local papers will also run these releases.

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3. Niche Marketing: For local businesses, be sure your keywords (both in your content and in the Meta Tags) include local cities and towns. When some one types in Used cars in the search box it will return thousands of results. When they narrow it down to Used cars YourTown , you want your web site to be high in the listings.

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4. Email Signature: Most email programs allow you to add a signature to the bottom, include your web site address. This allows you to tell a little about your business and maybe announce a special your company is having. Keep these short and to the point.

5. Business Cards: Be sure your web site URL is on all paper correspondence and on your business cards.

6. Phone book: When you put your listing in the phone book for a little extra you can add your website URL, which may also be added to the yellow page phone directory. Google keeps a yellow page directory based on phone number listings, in time your business and URL will be listed there.

7. Be Creative: The more often someone sees your web site URL the more likely they will remember it when they need your product. Find ways to display your web site URL in your store and any other place the public may see it.

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Website Promotion

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In part one of this series, we discussed the fact that
studies show information leads over entertainment. We
discovered that Web site visitors are primarily looking
for information, and therefore, ads should be more
information-oriented.

The second of the three discoveries in the Jupiter
Communications (www.jup.com) survey that I will
comment on is the discovery that some online advertising
is seen as an extreme annoyance. Let’s be sure your
ads aren’t included in that group.

What They Hate
No one likes to be bombarded with advertising. We all
see it everywhere we go. It’s on television, the radio,
billboards, and even grocery story carts for goodness
sake. However, online advertising is viewed as the
most aggressive.

Jupiter found that 49% of those surveyed said online
advertising was the most intrusive of all. Many were
willing to tolerate ads in broadcast or print media,
probably due to the fact that they could leave the room,
change the station or turn the page. However, online
ads hold an extremely negative reputation.

From my experience, this is most likely due to the fact
that online ads often have a “used car dealer” air to them.
I have seen many that look like they’re all produced from
the same template.

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These ads promise the sun, the moon and the stars.
They scream about why you simply must buy the product
or service. Then, to make it worse, the site captures your
email address and you receive hundreds of email
advertisements via an autoresponder that apparently has
no end.

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The Worst Possible Ads
The worst offender is pop-up ads. These are the
advertisements that pop onto the screen as you click
through a Web site. They advertise specials or offer
subscriptions to Ezines, etc. Once thought to be a
tremendous sales tool, these ads have become
increasingly offensive.

Sixty-nine percent (69%) of those in the Jupiter survey
viewed pop-up ads negatively. Almost 25% found them
so annoying they would completely avoid sites that used
them. That’s a powerful statistic. Can you afford to have
25% of your Web site traffic never return simply because
you employ pop-up ads?

What We Can Do To Make It Better
So, now that we know what our site visitors hate, how
can we adjust our advertising in order to please them
(and make them buy)?

Here are some recommendations to consider when
creating your next piece of advertising:

1.Don’t do “anything and everything” to get the
buyer’s attention. Everyone that comes to your site
isn’t going to buy. The harder you try to get their
attention and force them to read your ad, the harder
they will try to escape.

2.Remember from Part 1 in this series, site
visitors are looking for information primarily. Include
your ad along with other, useful information. Perhaps
you might try offering a free report or article that
provides information the visitor can use. At the bottom,
insert an advertisement for a product or service you
offer that can help them further.

3.Don’t use pop-up ads.

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4.Keep your target audience in mind. Business
people aren’t going to have the time or inclination to
participate in game-type ads. On the other hand,
teenagers love them. If your target group is younger
people, games might be the thing for you. Design
your ad to meet the preferences of your target
customer.

Using these suggestions will help your ads be more
readily received - instead of avoided at all costs!

In Part 3, the final article in this series, we’ll look at the
behavioral aspect of online advertising and discover
what characteristics and traits should be kept in mind.

About the Author

Karon is Owner and President of KT & Associates who offers
targeted copywriting, copy editing & ghostwriting services.
Subscribe to KT & Associates’ Ezine “Business Essentials” at
BusinessEssentials-subscribe@topica.com or visit her site at
http://www.ktamarketing.com

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If you have a website the chances are you receive e-mails from Webmasters asking you to make a link exchange with them. But how do you know whether you should link to their website or not? Well here are 9 rules of thumb, to help guide you through the linking maze.

1. Is their site relevant to yours?

This is key, and more and more important these days. If the answer is YES then it s worth thinking about. If it s off topic then you may want to think twice before swapping links. A link from a relevant website to your site is the preferred choice as it can help reinforce your website theme and potentially send some useful traffic your way.

2. How many links is too many on a links page?

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When your link is being placed on another website, you ideally want that page to contain as few outbound links as possible. 15 or less outbound links is good, 150 outbound links is not so good. If there are a high number of links on a page [such as 150] then the value of each link out is weakened. Whilst we can only make assumptions about link weight some Webmasters will use a cut off point of 50, 75 or even 100 links on a page as a top end maximum. Anything over 50 outbound links on an average resources page is certainly quite high. However if your link will appear on the page of a good quality site or authority website an exchange can still be worthwhile.

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3. What is the Page Rank of the site on Google?

Some webmasters focus a lot on Google s page rank as a measure of a website. If you download and install the Google toolbar you will see a measure of 1 to 10 shown via a horizontal bar for each site you are on. Typically the higher the page rank, the more important a site is perceived to be. A link from a Pr 5 page is often seen as a more powerful link than one from a Pr1 page. However, Google s Page Rank is only meant to be a rough guide and should not be taken too seriously. Tip one should always preside - a relevant link is always what you want.

4. Should the links page be categorized?

Personally I prefer a well organised links page. If your citing a resource in context of an article you would link from the paragraph, but for the purposes of resource links it is a good idea to organise your pages into relevant themes relating to your website and business. If the site containing the link you are being offered is placed on a page with 200 links all mixed up and covering every topic under the sun, then it s not ideal. If you re an online shop selling Art Prints should you really be on the same links page as Hosting Companies and Travel Agents? Make the effort to organise your resource pages, even if some link partners don’t.

5. Is the links page being read by search engines?

It is important that the page your link is on can be found and read by search engines. The page should be no more than 2-3 clicks away from the homepage. You can even test if the web page is in the Google index by visiting www.google.com and typing into the search bar cache: with the full domain and page name extension after it. So your query in the Google search bar could read: cache:www.mywebsite.com/thelinkspage.html.
The page should then show in the Google index. If it does not then there are a couple of possibilities. 1/ The page is very new and hasn t been crawled yet or 2/ the site has a problem being crawled by search engines due to poor internal linking.

6. What if a Webmaster asks me to link to one site, but links back to me from a different site?

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This process is sometimes referred to as ‘3-way linking’ or a ‘linking triangle’. There is nothing intrinsically wrong with 3-way linking as it can sometimes be done for convenience. However the first thing you need to do is 1/ Evaluate the site you are linking to and 2/ Evaluate the site and page you are getting the link from. So is the outbound link destination relevant to your site, and is the inbound link you are going to receive also coming from a quality related website?

7. Do I want to associate my business with this particular site?

It is a simple question to answer and this should form part of your decision making process. If you think you have been approached by a good website then the chances are others will feel the same and possibly the search engines too.

8. How do I know if my link partners are still linking to me?

You can do this manually by keeping the information for each link partner in an Excel spreadsheet or similar and then periodically check the exact URLs your link should appear on. However if you get to the stage of having hundreds of link partners this may become rather impractical. At this stage a reciprocal link checker might be advisable. www.linksmanger.com offers a link management system that includes periodic checking of link partners as well as a link exchange system for around $20 a month.

9. So what are the best links?

One answer could be the ones that deliver lots of relevant traffic . However links can mean different things to different people. Natural linking [when people link to you without you asking] is a great reward, but it is also wise to ensure you have some links from quality sites in your industry. Teoma can be a good place to find such sites as it focuses more on human edited results than say Google for example. Simply make a search with a good key phrase on www.teoma.com and you will quickly see which websites are the authority sites. Set about trying to get listed on as many of the best ones as you can.

About the Author

Gareth Davies is a web design consultant at GSINC Ltd based in London, UK. GSINC deliver practical web design solutions and effective online marketing strategies for business. For more information visit http://www.garethsketty.com or if you have any questions you can contact Gareth at garethsketty AT yahoo.co.uk

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