Author: Will Scott

I just claimed this blog on Technorati.

I must say, the more I learn about the ways in which a blog can interact with blog search engines the more I’m convinced of the value of blogging for website promotion.

I was shocked when I discovered that Alexa attributes 12% of the traffic for Search Influence (revenue generating website) to this here blog.

Interesting indeed. Standby for more.

Update: 200609042037 (that’s 9/4/2006 8:37 PM)

I’m a stats and log file fanatic – I spend way too much time looking at our clients’ and my own sites’ web stats. My point above, on the power of this channel (blogging), is proven by this: earlier today, someone visited having just searched Blogger search for “Promotion”.

You like apples?

(re-posted after server crash)

Link Bait is such a fun phrase which really means: creating compelling content in the hope that people will link to it.

We created for Search Influence a very simple search engine ranking analysis tool . It’s simple, but covers the basics. Our contention is that many of the techniques and tools used by top SEOs aren’t really applicable for small business (unless the small business has lots of time and/or budget).

There’s a great post analyzing the ROI of link baiting over at SEO Book.

My question is, how do you achieve similar ROI given less traffic.

Clearly, we don’t have the readership of SEO Book or the Link Building Blog and therefore don’t have nearly the number if inbound links to our little bit of bait (and then of course it might have something to do with not having really publicized it either).

Maybe if you combine the advice here with the advice over here it presents a good strategy for a link bait kick-starter.

So, we’ve established that website promotion is not voodoo, right?

I’ve always been a big fan of killing two birds with one stone (metaphorically of course), and realize that sometimes we can all get a little bit of tunnel vision around one issue or pursuit. Web site promotion is a good example of this.

I have some colleauges who have much more experience than I in promoting web sites and they tend to look at the tools of promotion in a very single minded way – write content to attract engines to increase ranking. Increased search engine rankings = website revenue.

Let’s stipulate that this is true: If you have created a revenue generating website then increased rankings should equal greater revenue. But, what if you could have it all?

And, what do I mean by have it all?

Ok, content is good. Content attracts search engines. Search engines drive traffic. Traffic = revenue. The problem for me comes when that content adds no value to the user. What if, instead of counting on a one-time click-through you were building a relationship. If more people thought of website promotion as a public relations exercise then they’d be more likely to write good content which people would be happy to read more than once, recommend and which would keep them coming back for more.

And of course, the same goes for off-site content. What if that press release or article you’ve published in the syndication services was actually worthy of publication regardless of it’s link-popularity benefit? Then you’d be engaged in public relations along with website promotion and you might be building a long-term customer (reader, client, whatever) rather than a click monkey.

I think too often we get caught up in the mission of the moment, and even those among us who realize that there is PR value can get lost in the need for ranking. The best PR you can develop is by providing something of value. There are lots of good examples, but here’s one at the top of my mind – Web 2.0 Awards .

I take part in a few online forums and I think they offer a great place to learn and interact with others in the community.

Just today I picked up on a thread which offered some great advice for small businesses in regard to more traditional marketing I’m re-posting my contribution because I think it offers some more good advice from our portfolio of website revenue building techniques. We believe in the value of articles to both prove the value of your service and, to generate quality inbound links and pass-through traffic.

Ultimately, there’s no greater expert in your business than you.

Quote:

Originally Posted by johnnylew I started my website out thinking, build it, post it and the overwhelming traffic on the web would lead to unreal amount of sales.

I love this line – I constantly find myself quoting Field of Dreams when it comes to online marketing because of exactly this perspective.

As you know, you aren’t the only one. I got an email from someone in my extended network saying our site’s been online for 2 weeks and nothing!. Heck, I have clients whose sites have been online for 5 years and given no leads.

But your other points are really good too – too often we get tunnel vision in marketing – whether because of time, budget or knowledge. Focusing on customer loyalty is always of value.

I know you’re not asking for advice, but I think this applies in the same way (just enabled by new technology).

The other thing which I think a lot of small businesses forget about is that they, themselves, are usually experts. I’ve got to imagine you wouldn’t have a sports related store if you weren’t committed to sports.

That said, why not leverage that expertise and write a couple articles to publish on your site and then publish into the article engines – this is a really low cost way to take advantage of your expertise to promote your concept.

Consider an article like Sports Gift Choices For The Guy Who Has It All. I bet you, or someone in your employ, or your network could write 500-700 words on that over morning coffee.

According to KeywordDiscovery, Sports Gift is estimated to get 500 + searches a day.. Gift Sports is 4 times as many, but harder to work into a title – maybe: Find Him The Ultimate Gift: Sports Are His Passion – Put His Favorite Team Under The Tree

You publish on your site, then you push it into a few of the higher profile article distribution sources and blammo – you borrow their authority to position yours.

And you know what the best part is? It’s free.

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Reasonably priced website promotion. Wouldn’t you rather have a revenue generating website? Try our new simple Search Engine Ranking Analysis Tool.

This really encompasses two things I believe. Small business expert website promotion needs to include the expert – the small business owner. And, online article publication offers a great opportunity for you to get the word out about your business in a very cost-effictive way.

And, we’re happy to help you get out there by writing an publishing those articles for you.

Or, as a subtitle: Who’s afraid of the big bad template?

Ok, all of you design / aesthetic purists get your typing fingers ready.

I believe in the project management triple constraint – there is always a trade-off among time, quality and resources. So put simply, in a world of infinite resources you can do anything by tomorrow.

If however you have limited resources (hint: everyone does, it’s just a question of how soon they’re over the limit), you will have to choose between, sometimes, competing needs. In which area of website development do you invest those limited resources? Is it in design, or website promotion?

What if you didn’t have to choose? What if you could have great website design and very robust website promotion? I’m going to argue that if you have a website, promotion is what matters most.

Did you build it for your grandmother? Did you build it to remind yourself of why you’re in business?

NO! If you’re in business, you know you have to promote your business or you won’t be for long. You built that website, promotion tool that it is, to bring in new customers or reinforce your value propositon with existing ones.