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SBO-Linknet.com is the home of the Linknet Publishing Network. This is a growing network of active websites covering various areas of interest from Online Marketing to Golf to Personal Health and Real Estate.

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For advertising information see Linknet Promotions. Get your text ad on hundreds of pages, including blogs and articles distributed on many websites. Making Your Small Business Product Search Engine Ready

Making Your Small Business Product Search Engine Ready

by Rick Hendershot, Linknet Marketing Resource Library

As I emphasized in a previous segment, putting up a small business website to promote your "Golf Instructional Video" or your "Dog Grooming Handbook" is one thing, but getting people to come to your site is a completely different matter.

Most small business website traffic comes from Search Engines, so to really take advantage of the power of the web, you must understand how Search Engines work. People use Search Engines to look for specific information. What's happening in the world? How did my favorite team do last night? Where did my family come from? What should I plant in the garden? How can I fix my lawnmower? Where can we go on our vacation? Which golf video should I buy?

And they search for this information by using "keywords". Roughly speaking a "keyword" is a short one or two (or more) word summary of the information a person is looking for. You ask the Search Engine for information about "golf instructional videos", and the Search Engine returns a list of internet resources — usually websites — that contain information about "golf instructional videos".

This is all well and good. But what a small business seller of golf videos want to know is, "How do I get MY information into the Search Engine database?" Well, quite simply you must,

1. Get your small business web site scanned by the Search Engines, and

2. Create your web pages so when the Search Engines scan them, it will be obvious what they are about.

This process is more straightforward than it sounds. What you must do is build information into your small business web pages to make their subject matter stand out loud and clear. This is called "Search Engine Optimization", or "SEO", and it is a vital part of any serious online marketing effort.

Choose the Right KeyWords

Before you even start worrying about SEO, you have to choose the right keywords. This process is not as obvious as it sounds. The brutal fact is, if no one ever searches for the keywords you choose, then you're not going to get much traffic, even with Search Engine optimized pages. That is why your keyword choice is so important. If very few people ever search for your keywords, then you will not be able to count on the Search Engines for traffic. Your brilliant online career will be over before it begins.

In fact if you can't find some productive keywords to describe your product, it may turn out that you have to scrap your product idea altogether and find one that is likely to generate traffic. This is just another way of stating one of the classic rules of marketing:

Don't try to sell stuff that nobody wants.

In the offline world, trying to forecast demand for a product or service is very difficult. You can look at the Yellow Pages and see how many businesses already occupy your niche. At best, that will give you a rough indication: lots of pizza ads implies lots of pizza customers. But this procedure is virtually useless when it comes to obscure products or very narrowly-defined niches. The Yellow Pages are notorious for not having categories for things like "golf instruction videos", or "hydraulic grommet installation machines". What do you do then?

Fortunately the Search Engines are on your side when it comes to determining online demand for your obscure products or services. In fact there are tools dedicated to doing precisely this. One of the most popular tools for keyword analysis is called Wordtracker. And Ken Evoy's Site Build It! program is completely built around the idea of choosing "winning" keywords before you begin. When you buy this program you receive a very powerful keyword analysis tool to help you get going in the right direction.

What these programs do is find out what sort of traffic-generating potential your keywords have. They look at the number of actual searches done on them, and they even throw in the number of web sites catering to these keywords. This gives you an indication of both demand — the number of searches — and supply — the number of matching websites. This is an awesomely accurate way of predicting your potential traffic.

Once you have a clear idea of how to describe your small business product so it will be "search engine friendly", you can start the process of building a web site that will generate some traffic.

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Small Business
Business Services
B2B
Business Resources
Services for Business