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Ok, you launched
a masterpiece, the site of all sites, the best
of the net. Prepared for an onslaught of
surfers, you fantasize about angry overloaded
service providers. Patiently, you check your
counter. In disbelief, you press reload to
make sure it is working. Suppressing guilt,
you reload a few more times to help it along.
Reality
Check: Those who wait for the world to
surf in will eventually give up, or die
waiting. Your Internet efforts do not end with
the perfect website. They begin. Online as in
the physical world, if no one knows you exist;
they will not come to visit. Establishing a
reputation takes as much effort in cyberspace,
as it does in real life. Techniques and
strategies are different, but for both, it is
an ongoing process. Here are some online
basics to get your site noticed and keep it
visible.
Organize
your Tools:
Begin by making
a promotional cut and paste file. Spend time
writing copy and collecting resources. Put the
following items in an easily accessible file.
For accuracy, open this file, to cut and paste
when you do site submissions. An incorrect URL
can take longer to get changed, than
submitting a new one. Plan to get it right the
first time. You will need to include:
- Site
title.
- A longer
descriptive title for name only listings.
- Key words
-- by order of importance.
- Site
descriptions in various lengths:
- A
paragraph, 50 words or less,
- A few
sentences, 25 words or less,
- A one
sentence description.
- Site URLs.
- Email
address.
- Logos and
banner URLs -- make note of image size by
pixel and K.
Get
Listed:
There are two
choices. Do it yourself, or hire a submission
service. Most established webmasters agree
this job is better done yourself. Making sure
submission guidelines are followed, greatly
enhances your chances of being listed.
However, if you are new to the web, a
submission service may be worth the
"initial" boost it gives your site.
Ask for recommendations, or referrals from
satisfied customers. Otherwise, start your
online publicity efforts by registering with
these places:
Search
Engines:
For most surfers, this is the first place
they look for anything on the net. Search
engines funnel the traffic flow of the web.
Most established sites are listed. If you want
to be found, get listed. Some engines index
your whole site from one URL. For others you
need to submit each URL. Search engines are
part of Internet life, check guidelines before
submitting. They are all different. If you
want to be found, you want to be listed.
Directories:
Not to be confused with search engines,
directories index and catalogue. Getting
listed in the right places can make a
difference. Start with major directories like
Yahoo and Lycos. Then look for directories
that catalogue sites in your field. For
example, if you run a hotel, you might begin
with regional travel guides.
Network
with Links:
Good linked resources are a popular feature of
many web sites. They are frequently
bookmarked. Linked resources provide an
excellent opportunity to network by trading
links. The argument persists over whether or
not to list competitive sites. For information
providers such as libraries, linking
competitive sources, may actually enhance your
site because of the extended resources. In
retail sales or service, most feel listing
complimentary content a better tactic. If you
bake and sell cakes, consider linking a gift
shop or cyber cards, not another bakery.
Awards:
Awards build recognition, reputation and
traffic, so do "Cool" and
"Hot" site listings. Apply only
after all your "Under Construction"
signs have been removed.
Build
and Use your Mailing List:
Build your
mailing list from guestbook entries, comments
and inquiries. Invite visitors to join the
list. Newsletters are a good way to stay in
touch. In every issue, give readers the option
to be removed from your list. Remember,
occasional mail can be fun, too much is
annoying.
We truly
hope these tips will help you out. If you have
any questions, please feel free to contact
us, and we will happily assist you!
Signatures:
Most email
packages allow up to six lines of copy for a
signature line. Include URLs, a short
description, phone number and address, if
relevant. Whatever your online activities,
this is an excellent source of advertising.
Let your contacts know what you do.
Advertise:
Even small web
sites, can advertise online. There are several
excellent banner exchange programs. Your ad
banner is shown on member sites, in exchange
for displaying their banners on your site.
Link Exchange is the most popular, and has a
large membership. If there are only a few
member sites, the exchange may be more work
than it is worth. The good ones have rating
categories as to site content. Find out who
you will be trading with. Is the group
compatible with your online image? Shop
carefully. Advertising is a valuable online
commodity, you should expect a fair return
whether you swap or buy.
Be
Part of the Community:
Even though
virtual, the Internet is very much a
community. Visit your neighbors. Sign their
guestbooks. Be involved. There are online
forums, email groups, usenets, and chat rooms.
Participate knowledgeably in your field. It is
bad netiquette, to simply post a sales
message. Instead, contribute to discussions,
and include a signature line which directs
readers to your message site.
There are
also numerous opportunities to hone your
skills and have fun with web competitions.
Traffic wars can bring visitors and excitement
for entertainment pages. Get involved. Be
aware of what is happening in your field on
the net. Look at who is sponsoring the
activities. If your site is on Football
Recruiting, it is probably not worth your time
to participate with a Basket Weavers Group.
However, if you sell baskets, this may be an
excellent opportunity.
Integrate
your Real World and Online Resources:
Include your URL
and email address on business cards,
stationary, brochures and any other print
resources you use. Remember to include online
news in your press releases and organization
announcements. Refer your online visitors to
your real world services, and your real world
customers to your online resources.
It takes
time, effort and persistence to build online
traffic. Establishing a reputation on the web
takes as much effort as it does in the
physical world. Those who work and put forth
the effort will be the ones who make their
places in this new frontier.
We truly
hope these tips will help you out. If you have
any questions, please feel free to contact
us, and we will happily assist you!
Tim Mathews
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