10.01.03
 By
David Berghouse
Conventional wisdom has it that the more hits on your web site, the
better. For those who have a web site for their business, you probably
strive for more hits. So, let's analyse this.
Firstly, a 'hit' does not necessarily equate with a web page
viewed. A web page consists of the basic page (the HTML), plus each
graphic image included in the page: each is a separate file. A 'hit'
refers to each file served, so a page with five images equals six
hits. Thus the relevant statistic from your server report from a marketing
perspective is page views.
The second issue is: who is viewing your pages. This is the critical
issue. As a comparison, think of the distribution of a paper brochure
or catalogue. Would you be satisfied if a brochure on air compressors
was distributed to mainly school children or pensioners ? Of course
not, these brochures would have been wasted - these people are hardly
the target market for air compressors ! |
So,
how do you attempt to draw your target market to your web site. There
are a number of actions you can take - here I will deal with two of
the essential ones - they relate to Directories and Search Engines.
These, of course, are in addition to including your web site address
(URL) on all your printed material: letterheads, business cards, brochures,
advertisements, etc. plus other Internet related actions.
As you read the next few paragraphs, put yourself in the place of
someone searching on the Internet for a product/service like yours.
Think of how you respond to search results and directory listings
when you are looking for information on the Internet. You make your
decision on whether to look at a site based on these Search Engine
and Directory entries - and others will be making the same decision
on whether to look at your site.
Search Engines.
Search Engines make use of some header information in web pages that
is not visible to those viewing the page (and in some instances, part
of the page text). This header information is known as META tags by
web site developers and there are two main META tags that concern
you. They are the Description and Keyword META tags. As well the Title
tag is important.
The Title tag becomes the wording for the link to your site on a Search
Engine's Search Results page. Hence, it's like a headline and needs
to be compelling.
The Description META tag allows you to define the text that will appear
under this link. It needs to be succinct description and should be
limited to about 20 words.
The Keyword META tag allows you to nominate keywords such that your
page will be included in the Search Results when a search is done
on that keyword. Keywords can be single words or phrases and their
are some tricks-of-the-trade in their optimal use.
All of this needs to be done for every page on your site.
Directories.
Directories are different to Search Engines - their information is
organised in categories and sub-categories. As a web site owner, it
is up to you to submit your site to a Directory. In most instances,
you need to locate the most appropriate sub-category yourself and
once in that sub-category use the Submit link and add your details.
Some Tips on Submission for both Search Engines and Directories.
Don't bother with so-called Submission software, I've heard of very
mediocre results from these packages. Manually submit to each Search
Engine and Directory yourself.
Concentrate on the main well known Search Engines and Directories.
There are nearly 1000 out there and most are would-bees-if-they-could-bees.
There's probably only a half-dozen or so (now, after the Internet
shakeout) that are really worth the trouble. However, in some industries
(eg music) niche Directories are also important.
Create a text file of your descriptions, keywords, URL's, etc. Never
write a description on 'the fly'. When submitting, do so by copy/paste
rather that actual typing to avoid tipos. ;-) Your URL with a typo
in Yahoo would be a calamity (just try getting an entry in a Directory
changed).
Following these approaches will generate a greater percentage of 'hits'
(to use the wrong, but popular, word) from your target market.
About the Author:
David Berghouse author of BizNet: a Workbook coveringthe Internet
and eCommerce for home based and small businesses ... putting the
puzzle together http://www.microbiz.com.au/ david.berghouse@microbiz.com.au
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