Website Promotion

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Update Often
Encourage your visitors to return to your site often by updating the content of your site on a regular basis.  This is not only good for visiters, but many search engines will visit and update your site more frequently if they see a pattern of changes and updates throughout your site.

Date Stamp
It's always a good idea to place a revision date on your home page and make sure you keep them current. Users like to view information that they believe is current.

For Java compliant sites, one way to make sure your date is current is to use a JavaScript that automatically inserts the current date.

Compare The Competition
It's always a good idea to take a look at a well-ranked competitor's source files prior to registration, to see how your site compares to theirs with respect to title, keywords, text content, and overall page design.

Keep It Simple!
After evolving from many of the early browser compatibility problems of years past, today we're confronted with the delima of incorporating the many advantages (and frustrations) offered by using Java, flash animation, sound files, and frames.

Although the benefits can be great, much of it may not work unless you're using the latest, state-of-the-art computers and browsers, or download a plugin before you can see the site.

Unfortunately, there are still many Internet users that are either running older browsers, slow modem connections, or are using low memory, slower computers.  This means that many visitors may get an error or fast become frustrated waiting for a page to load.

The visitor with the small-powered computer, may just be the one with the largest checkbook.  Unless you want to lose a large portion of your Internet business, it is highly recommended that you either (a) stay away from such technology completely, or (b) offer alternative pages that allows the user to easily select static pages.

Site Testing
Browser. Thoroughly test your site using MS Internet Explorer, Firefox, Netscape Navigator, and Opera. While Internet Explorer represents more than 90% of the market, make sure your site loads well, and looks good, in all the popular browsers.

Display. Test your site at various display settings to make sure your pages are consistent, particularly if you are using TABLES.  Your site can display quite differently between running a standard 640x480 to the higher resolution 1024x768.  Use width="%" rather than absolute numbers to overcome most display setting problems.

Printer. Test how your printed pages look by printing out your web site using a standard HP laser printer from both Microsoft Explorer and Netscape browsers.  Typically, printers will print the first 660 pixels, so try to keep your primary content in this width.

Loading Time. If you're running a cable modem, LAN, or DSL/ISDN connection, use a computer with a simple modem, then test your site.  If it loads quickly at that speed, you'll minimize the frustration of many modem-challenged visitors.

Domain Names
Always try to obtain your own domain address for your web site.  The cost is relatively inexpensive, and it's much better than having a sub-site behind someone else's domain.  Always try to get a .COM domain if possible.

Promote Your Domain
In addition to promoting your site through the search engines, always heavily advertise your web address on all your printed materials, including: business cards, literature, letterhead and envelopes, catalogs, and any business advertising.  Also, send out press releases that offer information about your company and announces your new site to newspapers and trade magazines.

Promoting With Banners
Depending on the type of business you're in, banner advertising can be a very cost effective way to generate additional traffic to your site. The cost of a banner is typically around $5 to $50 per thousand views, and is based on buying particular keywords or phrases that pertain to your business, or as low as $2 per thousand for Run-Of-Site (ROS) banners. The actual "click through" rate (the number of people that click the banner to reach your site) is anywhere from .01% - to as high as 10 to 15%. A good rule of thumb average is about 2 to 3 percent.

To keep the costs in line, always try to purchase keywords or phrases that are as unique as possible to your business. For example, if you sell modem cards for portable computers, the key phrase "modem cards" is much better than just "modems." The uniqueness of the phrase will offer a higher click through yield than the more generic version of the keyword.

Promoting With Google AdWords
An alternative to banner advertising is Google AdWords and Yahoo's Overture Pay-per-click (PPC) programs.  You simply fill out a short application, make a brief (but compelling) text ad, set a daily budget, and pay about $0.20 to $0.70 for each visitor that clicks through to your site.  This can often be more cost effective, since, unlike banners, you are only paying for the people that see your website.

Search Engine Positioning
Position (or ranking) within each search engine is paramount to your success.  For optimum results, always try to be positioned within the first 2 pages (20 listings) with your primary keyword(s).  Combining many of the above website promotional tips, along with some quality links to your site, should get many of your web pages on page one of the "Big Three" search engines.

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