Getting Your Website Noticed

I want to attract more customers to my website and generate more business. What’s the best way?
To start with, you have to make sure your website contains the right information.
But how will they find my business and not a rival one?
You need to have keywords that target what is specific about your business, and there are lots of other
techniques to promote yourself on search engines, such as generating incoming links, and
Google Adwords.
Sounds complicated.
Not really. You just have to be very specific and targeted in your approach.

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I own a jewellery business in Bristol, and also sell online. How do I get more customers to see my products?
First work out how they will find you when they look on a search engine. For this you need some keywords
relevant to your business.
Where do I get my keywords?
Either we can generate them with an algorithm tool, or extract them from the text on your homepage.
You must make sure that your homepage contains key important words.
What kind of words?
Well, if you are in the jewellery business, your keyword list might include phrases such as ‘wedding rings’,
‘sapphire rings’, ‘gold necklaces’, ‘diamond rings’ and the town where you are based. Some customers will
want to try out wedding rings at your premises. So if they want a wedding ring, and live in Scotland,
they won’t travel to see it in Bristol. So you must include the phrase ‘wedding rings Bristol’.
But not all our rings are for weddings, and we sell to customers all over the country. So why not just ‘rings’?
Because it isn’t specific enough. ‘Rings’ might also mean ‘rubber rings’.
Or ‘onion rings’?
Exactly.
Or ‘potato rings’ or ‘Lord of the Rings’…
Yes, I think we have it covered. Internet searches can yield wild results, and it is all about relevance.
So what happens next?
You can set up a Google AdWords or another keyword search-based account, specifying key words and
phrases. So when someone types in ‘wedding rings Bristol’ on a search, your website link will appear on a
sponsored (grey link) at the top of the search engine page, and then they click on it.
Is this free?
No. It costs a few pence every time it happens (this is called cost-per-click), but because the customer’s
search is so specific, it should yield business for you.
How do I stop this costing me a fortune?
Because you can set a daily limit, and run your campaign for a limited period. After perhaps two or three
weeks or months, your profile will build up and you should no longer need to have a sponsored link. You will
build up an organic ranking.
What’s that? It sounds like a farmer’s market fruit stall.
Your organic ranking is how high you automatically appear on any search engine list. It is built up by the
volume of traffic that has gone to your website from searching keywords, the relevance and frequency of your
keywords, and most importantly, your incoming links.
So my website generates a natural link or association with those words?
Exactly. But you must experiment with keywords to find out which yield the best results.
What else should I do to make sure my website attracts more customers?
Generating incoming links from other sites is one of the most important factors in creating visibility. They can
come from many sources – online directories, forums, blogs, distributors, suppliers and so on. More
obviously, good design, clear unfussy information and pictures which appear quickly. Most importantly,
make sure the keywords are in HTML standard text, which the search engines can find.
What about newsletters and email marketing?
These are also very useful. And we can supply web statistics to analyse who, when and how many visitors
click on your site. We can tell whether they visit directly, or from an email or search engine. That sounds
most useful.
So what’s the most important thing about getting your website noticed?
Driving traffic to your site, and analysing it intelligently so it keeps bringing you results.


To find out how your website could go up the rankings, contact us here.

Also in this issue: Moving Office