Small-business owners are often short of two things – time and money. So when it comes to maintaining an effective marketing strategy for their online presence, this can often slip down their list of priorities. These tips will help focus on the key aspects of the task and will help it seem more manageable. They will lead to better online presence and performance for any site.
PLENTY OF CONTENT
Search engines are now geared up to scan the content of a site rather than just meta tags. Users also enjoy interesting and relevant content relating to the product or service on the site, which helps ensure they come back again and again. It needn’t be long or complex – just a few facts or tips about your product category or industry sector can be sufficient.
Search engines also track how old the content is on your site and how frequently it changes – so keeping it up to date is vital. Just setting aside an hour a week will keep it looking well maintained.
Some companies will promise to be able to get your site to the top of search results overnight. Unfortunately, the search engines know when shortcuts are being employed and are constantly fighting to stamp them out – so you may well find that you have paid for a high rank which only lasts a few weeks.
Yet another element of your site that the search engines will examine is the number of links per page, as well as who your site is linking to. They do not like pages with lists of links, or links that are irrelevant to the content on a page.
This is important not just for search ranking but also for your users – a well structured, logical, easy-to-read site with plenty of clear headings and sections will keep everyone happy.
MAKE IT ACCESSIBLE
Everyone should be able to access your site, including the visually impaired or colour-blind. The Web Accessibility Initiative provides guidelines on this for site managers.
Although many small-business owners won’t be directly involved in the coding of their site, it is something to be aware of. It needs to be compliant and error-free for search engines to correctly assimilate it. It is possible to run a check on your website using online tools provided by a standards body, the World Wide Web Consortium.
Even if you don’t have a lot of spare cash, you can get professional help with your online presence. It’s a good idea to use a fairly local firm so you can discuss your requirements face to face – for instance, if you were looking for website design in Swansea, then a quick search should bring up relevant results such as Swansea web design by Accent-ADC.
PICTURES ARE KEY
Our final tip: whatever you are hoping to sell through your site, high-quality photographs are vital. They’ve got to compensate for the fact that your customers can’t see or touch your product in real life.