Getting hits.

If your company is serious about getting on the 'net, then the web site has to become an integral part of your marketing strategy. If you're planning to increase business by putting up a web site, registering your web address with the major search engines and then sitting back to watch your profits double, forget it!

There are millions of web sites already online, and whilst designing your pages to assist search engine placement is important, it's no substitute for marketing it yourself.

There is no mystery to getting your web site onto the search engines effectively. Search engines generally look at the title of the page, the first couple of paragraphs of content, and (sometimes) two hidden 'meta tags' - containing key words and a description of the page or site.

  • Make sure the title of the page reflects the contents
  • Make sure the first paragraph contains keywords which reflect the content
  • Include a 'keywords' meta tag
  • Include a 'description' meta tag.

If search engines are crucial to you, it's probably best to avoid 'frames' - pages that contain two or more pages, e.g.: one containing a menu and the other containing the content.

Beyond that, the most important elements of a web site are still information and good graphic and structural design.

As evidence of this, check out Yahoo.com. Yahoo, is technically an 'index'. You submit the address of your web site to Yahoo including a description of your site, and the category and sub-category in which you would like your site listed. Anything up to 2 months later, a Yahoo employee will visit your site and assess whether it is worthy of inclusion. If your site is not deemed informative, or at the very least entertaining, and if your description is merely a collection of market speak superlatives, then Yahoo warn that you may not be included in their index.

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