By Carl Weiss
If you have a website, then
you know your webmaster has the power of life or death over it. You probably also know that he or she speaks
in tongues, where terms like “Link Equity,” “SERPS,” and “Meta Tags,” have a meaning
all their own. In today’s blog, I will
part the curtain and allow you to take a look at what the wizard of the web
knows that you don’t. I will also
endeavor to show you what you need to know if you want your web presence to be
more than a billboard in the desert.
Who’s On First?
The term “Webmaster” is
somewhat nebulous, since the creation, optimization and control of your website
can actually take anywhere from 1 to 3 individuals.
Image courtesy of en.wikipedia.org |
1. Web Designer – There are two flavors of web
designer. The first and best is an
online marketer who understands that the look of your website needs to take a
backseat to the functionality of your website.
A marketing-centric web designer starts by determining what it is you
wish your site to accomplish (generate leads, generate calls, or sell directly
from the site). Then he or she will
build the vehicle that is designed to generate the desired result.
The second
type of designer is more or less a glorified graphic artist who is mostly
interested in the look of the site. This
type of designer will show you graphically intense designs that are beautiful,
that most often don’t generate results.
(If you see a lot of rotating images and morphing graphics, this
indicates the use of either Java (which the search engines hate) or Flash
(which the search engines hate even more than Java).
2. Search Engine Optimizer – It helps if your web
designer understands the ins and outs of SEO.
If not, then you will be forced to hire an optimizer to help you sell
your site to the search engines. This
will entail having a conversation with a person that will spout all kinds of
arcane jargon in order to describe what it is they need to do to make your
website search engine friendly. (This is
another reason to hire a designer that is ready, willing and able to take care
of this during the design phase.)
Courtesy commons.wikimedia.org |
3. Website Hosting and Updating – There are a number of
“Webmasters” that only provide hosting and updating of your website. If this is the case you need to be cognizant
of the fact that should you need to make a change to your website, you will
first need to go through your web designer who will then need to motivate your
webmaster to grant him or her access to make the desired change. You may also be required to pay both of these
individuals to make said change.
Obviously the best solution is to hire an individual or firm who can do
all this at once instead of by committee.
Webmasters
are a throwback to a time when it required a skilled IT professional to manage
the server that contained your website.
This is no longer the case since nearly all servers are now cloud based. This makes it doubly galling when you submit
a change order to a webmaster and he or she sits on a job for days that
literally takes a couple of minutes to accomplish.
What’s on Second?
Once your website is up and
running, you next need to register it with search engines and directories.
You can either do this manually or you can
hire a firm to do this for you. Again,
there are professionals who will offer to perform this time consuming
service. The devil, however, is in the
details. That the task needs to be
accomplished is obvious. If you don’t
register with search engines and directories your website will never get
found. The trick is to
get your site or sites registered with as many search engines and directories as possible without breaking the bank. (Working the Web to Win offers a search engine push package that will register a site on 100 directories for $300.)
image courtesy of flickr.com |
get your site or sites registered with as many search engines and directories as possible without breaking the bank. (Working the Web to Win offers a search engine push package that will register a site on 100 directories for $300.)
Once your site(s) registered
on scads of search engines and directories the traffic will start rolling in,
right? WRONG. Even a perfectly optimized
site registered on 100 high quality search engines and directories will not
prove sufficient to generate significant traffic all by itself. Why?
That’s because the game of generating search engine position has gotten
a lot more complicated in the past few years.
Image courtesy of pixabay.com |
Add to this the fact that the
search engine spiders can not only read, but understand your website, blogs and
social posts and you can see why generating ranking today is a huge
undertaking. I refer to the Internet as
the elephant in the room. Everybody
knows it’s there, but nobody is prepared to talk about it. As search engine spiders continue to evolve,
you need to understand that your success online comes down to a popularity
contest. The spiders award their favors
to websites that create and engage the biggest audience. Therefore, you need to either assign the task
of feeding the elephant to several staffers, or you need to outsource the task
to a company that will put a team at your disposal to get the task done. (No single human being is capable of handling
all these tasks. It takes a team.)
I Don’t Know Who’s on Third
The other three factors you
need to take into consideration if you hope to prevail are geotargeting, mobile
marketing and reputation management.
The Internet is no longer a
World Wide Wad. It is now not only possible,
but desirable to geotarget your online assets to attract the best
audience. This is done embedding
geographic information in all your online assets. Before you go about creating or retooling a
website, you first need to define who and where your best customers are
located. There is a big difference
between creating a website for say a chiropractor that will have a reach of 10
miles from his or her location, to a company that needs to market to a regional
or national scope. Today geotargeting
can be employed to narrow your scope to as little as an individual neighborhood.
The first thing you should do
is register your business with Google Local and create a Google Map. Since Google controls more than two thirds of
all traffic in this country, the more Google friendly you become, the better
your chances of success. Even better is
the fact that once created, you can embed your Google map right on your
homepage. This is another important
thing to do if you hope to convert traffic into customers. Nobody wants to search your site to find out
where you are located. Since people
spend less than 2 minutes on your website, it is vital you give them everything
they need to make a buying decision as quickly as possible. Gone are the days when a web surfer would
click around your site to check you out.
Today the next click you hear will be them going back to where they
found you to check out somebody else.
This is also why it is vital
you put your best foot forward in a hurry.
This requires video. If your
current website is composed of a bunch of stock images, what does this tell
prospects about your company?
Nothing. If you want to entice
prospects to take the next step they need to know what you are all about. Since you only have 2 minutes or less to
accomplish this task, an intro video that shows who you are, what makes you
special and why a prospect should take the next step is vital to your
success. It is also vital that the video
be located prominently on your homepage, not buried below the fold.
Even better is a second video
that shows satisfied customers extolling your virtues. Like it or not, the biggest obstacle to
converting clicks into cash is credibility.
Video testimonials are the ultimate credibility builder. That and lots of reviews on Google will not
only help you seal the deal, but it is a great way to create Google Juice. When we shoot video testimonials for us or
our clients, we routinely take the person being interviewed over to Google Maps
to post a review as soon as the video is complete. Once you get 10 reviews four red stars will
also appear next to your listing which helps you separate yourself from the
herd once you make it to page 1 on Google.
Getting Mobilized
Image courtesy of linkedin.com |
What’s It All About?
Unless you have to means to
hire an in-house online marketing team that has what it takes to create and
distribute content to Blogger, Twitter, Facebook, Google+ and YouTube on a
continual basis, you need to find a firm you can trust to outsource your online
destiny if you hope to make your web presence work for you. If not, you will find yourself at more and
more of a disadvantage as your competitors reap the rewards online and eat up
more market share. Because the biggest
thing you need to understand online is this, “If you are not coming up on page
1 of the search engines and your competition is, does that help or hurt your
business?”
Carl Weiss is president of Working the Web to Win, an award-winning digital marketing agency based in Jacksonville, Florida. You can listen to Carl live every Tuesday at 4 p.m. Eastern on BlogTalkRadio