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Another thing you can do is to make sure that you provide useful and plentiful content on your site, for good indexing and good inbound links. You could include a press page on your site for all your media releases and mentions (you can submit press releases online at www.prweb.com , amongst other places), or you could write useful articles to put on your site and submit them to relevant places online (good places to start include www.GoArticles.com - there are many others, try to ensure you include a link to your site at end of article).
Other online places to promote your site (if you have time) include newsgroups and discussion lists. Use google groups to find appropriate discussions and make sure your 'signature' includes your website link.
When submitting your site to search engines, avoid plethora of free programs on internet that promise to submit you to 300+ engines - this is largely a waste of your time. Most search engines are powered by few major ones, which usually have at least some sort of a free submit service. (If you are thinking of paying for a high search engine ranking, pay-per-click options offered by search engines such as https://adwords.google.com/select/main can be a cost-effective option.) Make sure you submit to major engines and directories, including www.google.com , www.yahoo.com , www.altavista.com , www.dmoz.org , www.lycos.com , www.overture.com , www.askalix.com/uk/index.php3 , www.thomsonlocal.com .
Also, look for specialised directories for your sector. There are hundreds of these to be found, so take time to search web for them (www.google.com is a good place to start) and get yourself listed; with a link to your site if at all possible as this will help with your search-engine positioning. Similarly, there are specialised search engines you can submit to: try www.searchengineguide.com/searchengines.html for this.
Of course, you should make sure that your website address features on all your company stationery and literature.
Finally, a few words about use of email to promote your site... Ensure all emails you and your staff send have a signature which includes your website url; put a feedback form on your site and encourage users to leave their email to receive updates and offers from you; but whatever you do, don't send out bulk, unsolicited, untargeted emails - it will do more to damage your credibility than almost anything else.
There are, of course, many more strategies that can be used to better your search engine position and you should bear in mind that website promotion has to be an ongoing process. However, hopefully methods described above will help you start your quest for a top search engine ranking.
This article is copyright Fire Without Smoke Software 2003. Please contact www.fwoss.com or firstname.lastname@example.org for permission to reproduce.
Polly is FWOSS' research director and does a lot of search engine optimisation for clients. She writes many technological articles for the company, which can be viewed online.