Local SEO and Marketing
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The best website in the world is of little value unless it has a large number of visitors.
The source of visitors varies from website to website, depending upon the nature of the company and purpose of the website, but on average the most common ways that visitors find a website are, in this order:
- Search engine or directory (Google, Yahoo, MSN, AOL, etc.) – typically 70% of visitors!
- Just type the www address into their browser, from a print media ad or referral
- A link from another website
- A link from email, such as a referral
Analysis of visitor statistics from a large number of websites puts search engines and directories as the #1 referrer by a wide margin, often accounting for 60% or more of visits to a typical site.
Each one of these will be discussed in order.
Search engines and directories
Users simply go to Google or Yahoo and type in keywords to get a list of websites which include the relevant information.
For a typical website, the referring search engine or directory is typically:
- Approximately 55% Google
- Approximately 25% Yahoo
- Approximately 5% AOL
- Approximately 4% MSN
- Approximately 4% AltaVista
- Approximately 3% Lycos
Thus, you can see that it’s important to be listed in the Yahoo directory, and to design the website to get a high Google search engine ranking.
It is not enough to just register your website with search engines. Your website must get a “high ranking”. For example, if your company distributes medical devices, then potential customers (e.g., manufacturers or hospitals) looking for a distributor of medical devices in Asia might type in the keywords “medical devices distributor Asia”. In Google, you may get 20,000 web pages listed. Potential visitors are likely to browse only the first few pages, or just the first few percent. You need to make sure your website is designed so that it comes up on one of the first few pages.
That is called “search engine optimization”, or S.E.O. You need a professional and competitive website designer to achieve a high search engine ranking. The responsibility should be taken by the text content writer, as it is in our company.
Contrary to what spam and some other design companies tell you, there are really no “tricks” that will get you a high search engine ranking. In fact, the search engines penalize websites that try tricks, called “spam indexing” or “spamdexing”. The search engines compete for popularity by giving users what they want — relevant content — and not what they don’t want — spam websites.
Google has risen to such great popularity for one reason: it generates results that are most relevant to what users are looking for. Many search engines give you pages and pages of results of little value before you find what you are looking for. Google gives better results on the first page(s).
High rankings are achieved by several factors, including:
- Good text content
- Keywords on the home page
- Keywords in headers
- Good website structure
- Small subpages (so each keyword has more “weight”)
There are additional factors, but some of them get technical. The purpose of this page is to give you just a general idea of how search engines work. We do the actual search engine optimization.
The search engine designers keep their methods secret because they want to be better than competing search engines, and also to thwart spamdexers. However, the two founding fathers of Google did their Ph.D. thesis on search engine design, and we have studied their published work. Further, we have run many tests on Google and other search engines in order to analyze the results and better understand how they rank websites today. (The sophistication of their techniques has been developed well beyond their original thesis.)
Above, we used the example of “medical devices distributor Asia” because a client of ours came to us asking for a website. We got him a #1 to #6 Google ranking on several of his main requested keyword combinations.
Additional marketing outlets
We can also advise you on several other ways you can market your business.
Many websites are called “brochure websites” whereby the web address is given out in lieu of a brochure, e.g., on business cards and other printed media.
Advertisements should include your web address, anything from small classified ads to large color display ads.
When appropriate, we try to get “reciprocal links” to/from the websites of potential strategic partners and others.
There are several additional ways that we can help with marketing of your website, depending upon the nature of your business. We have staff who are experienced in these strategies and procedures.