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Online marketing: You could do it, too!

Boost Web site hits with increased content, links

Posted: August 5, 2008 9:13 p.m.
Updated: October 7, 2008 5:02 a.m.

As the media continues to harp on the poorly-running economy, top executives are wondering if there are any inexpensive, quickly-performed actions that can be taken to improve their marketing.

There might be many, depending on the industry, but there is one thing that any organization can do to improve their Web site. It is inexpensive, and it can be done quickly.

Conventional wisdom states that search engines use two criteria for improving the search engine ranking of any Web site: content and links.

The first thing to do is to start adding links to the Web site. While it would be great to have those companies link back to your Web site, it is unlikely that many will do that.

What links could be added to a company Web site? Start with the links to clients. Next, add links of suppliers and vendors. Finally, add Web sites that employees in the company visit often for business reasons.

As an example, if employees fly for business, any and all airline Web sites should be listed, as well as rental car companies, hotels, restaurants and the like. If employees do searches for travel, those additional sites should be listed. For example, is a place where employees might go to search out reviews of hotels and restaurants. Employees might also read the local or regional newspapers while on the road, so those sites might be added.

The second thing to do is to start adding, and continue to add, content to the organization's Web site.

Content consists of Microsoft Word documents (newsletters, press releases, white papers, information of all sorts), images and video.Gathering internal content might take time, but adding industry information is appropriate. For example, a CPA firm might consider adding the U.S. tax code, as well as various state tax codes.

Content is not added for the sake of adding words or space but to provide education to the visitors of the site.

According to the sites listed at left get more hits, do more business, have more content and are more highly regarded than any others.

Kenneth W. Keller is president of Renaissance Executive Forums in Valencia, bringing business owners together in facilitated peer advisory boards. His column reflects his own views, not necessarily those of the The Signal.


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