L I B R A R Y

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Keeping in Touch with Your Web Site?

Your web site has been up and running for some time now and you liked it a lot when it first "went live". But, like those pictures of you in bell-bottoms and polyester, or that tattoo of your ex-boyfriend's favorite flower, your perspective on what looks good and what serves you well changes over time. As a business owner, your time and energy are well-spoken for by every day demands. When was the last time you checked on the activity of your site, or wondered who was stopping by to take a look? When's the last time you read your web site? Does it seem like it might be time to leave behind the whirling globes, the dancing mailbox and pulsing headline about that new service you've been offering for over a year now? Does that picture of you and your brother-in-law in front of your store seem out-dated? How's your placement in the search engines?

Search Engines

There is a common misconception that once your web site is live, everyone on the Internet will be there immediately to check out your creation. But, if a potential visitor doesn't know you and your web site are out there, how will they find you.

How are most sites are found? Several ways, with the most successful sites using a combination of tactics:

First, by looking up "keywords" on the myriad of search engines that look for those words in submitted web sites.
Meta-tags help the search engines know who you are, and what you are about and lots of other stuff
The address, title, description, and other information about your web site must be submitted to a search engine before your site is indexed by it.
After your site is submitted, it awaits acceptance by the search engine. Each search engine company has a specific set of requirements that your submission and your site must meet before it us acceptable. (A popular misconception is that the search engines go out and search every site that has ever been on the Internet to find the best match for your search inquiry.)
Site content also plays a part in your search engine ranking.

Updating and Re-design

You've submitted your web site, or your web designer has done it for you. The number of hits to your site is increasing and you company's message is getting out. Everything's going great, and you've had many one-time visitors. Now, how will you keep those people coming back?

Your business counts on repeat business to succeed and prosper. Don't make the mistake of developing your web site, and then not providing the resources to keep it updated and fresh. Would you read the same magazine twice? Probably not. It is equally important to update the content of your web site to keep your reader interested. Updating and growth of your site should be a key component to your web strategy.

When you are working on your next marketing budget, don't forget to allocate resources to your web site. After all, it is the only part of your marketing team that's working 24 hours a day!

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