Guide to Improving Your Web Site Visibility

Web site promotion tips to build awareness, drive traffic and increase sales

By Jennifer Mattern, Freelance Writer / Editor / PR Firm Owner, J.H. Mattern Communications

1. Increase traffic
2. Increase sales
3. Build brand awareness
4. Add to your company's credibility
5. Increase your advertising rates if you accept ads

Action Steps
The best contacts and resources to help you get it done

Use search engine optimization (SEO)

When your Web site ranks higher in search engine results for important keyword phrases, it's easier for your target market to find your site. Higher rankings generally translate into higher visibility and dramatically increased traffic. Provide quality, unique, keyword-rich content on your Web site, and you'll naturally attract higher rankings. Remember to pay attention to META tags — keywords, page titles and page descriptions.

I recommend: Research the best keyword phrases at Overture. Submit your URLs to Google, Yahoo! and MSN.

Build incoming links

Having popular Web sites link to your site improves visibility, builds traffic and improves your search engine rankings. The more popular and relevant the site providing the link is, the better the results you'll receive.

I recommend: Find out how to request incoming links from relevant sites. Consider requesting an incoming link from a popular site like the homepage of Digg or Slashdot (most valuable for technology-related sites) or a popular site in your niche.

Purchase search engine advertising

The most effective advertising option for increasing Web site visibility may be online, pay-per-click (PPC) advertising. Sign up for PPC programs that will display your ads on content-based sites and search results.

I recommend: The most popular PPC advertising program is Google AdWords. Discuss advertising and promo methods that do and don't work with your peers on the community forums at Internet Marketing for Newbies. If you sell business-to-business, Business.com is the top choice.

Use offline promotion methods

Just because you're promoting a Web site doesn't mean you can only promote online. Make sure to include your URL everywhere possible.

I recommend: When you work with a promotional printing company, such as VistaPrint, you can include your URL on all of your identity materials, including your letterhead and business cards. You can also print your URL on promotional products, available from companies such as Branders and ePromos.

Helpful advice for making the most of this Guide

• •  Include your URL at the end of every email you send in your signature.
• •  Also include a signature with your URL in forum posts when permitted.
• •  Send press releases with your URL to newswires every time your company does something newsworthy.
• •  Send email newsletters to promote your site's content, products or services.