7. Graphics Used For Text Links. Web designers often use graphics to represent a link in a web site. There are many reasons for this choice. Unfortunately for web designers, major internet browsers display web pages in different ways. Since fonts display differently on individual computers and in different browsers, it is a much simpler proposition for designers to create graphic links than it is to attempt to create cross-browser text links. The downside to this work-around is that search engines have no idea if a graphic link relates to a specific web page or a link to download latest Britney Spears MP3. For search engines to understand what a link is truly representing, they need to find words in plain, good old fashioned text. If a web site must use graphics for navigation it is important to include a set of plain text links somewhere on web page, usually at bottom of page.

8. Use of Frames. Search engines have a hard time indexing sites that are created in frames. Framed sites use several html files to display one page. Search engines are often confused by frames method of creating web sites, usually only indexing first html file within framPages that aren't indexed will never show up in search engine results. Also, many people that use internet regularly for research and purchases, so called "power users", tend to avoid sites built with frames, especially those sites which require user to scroll content in separate frames. Simply put, frames are bad.

9. Splash Pages. Entry pages that instruct user to "Enter", usually decorated with a large graphic or a flash animation. The index page of a web site is one that search engines read first. More often than not only readable content on this type of page is a link that says, “skip intro" Splash pages lack indexable content, usually contain no links and often contain a "redirect" to real home page. Search engines do not like redirects, they want real thing. Avoid splash pages unless you aren't serious about being found by search engines.

10. Submitting To 10,000 Search Engines I sometimes have a difficult time believing that these services are still making money, more importantly that people still think that they work. The fact is that a handful of search engines account for about 90% of all web traffic generated and rest comes from people typing in a web site's URL indirectly into their browser's address bar. The amount of viewers generated from these Mega-Search Submittal services is so negligible that it's hardly worth consideration. Don't waste your time or your money.

11. Not Clearly Defining Action Points Another mistake that is repeated quite is often is failure to clearly define what objectives of a web site are. What are main goals of a site? Who will primary audience be? What actions are desired of site’s visitors? If these questions aren’t answered prior to designing a site they will reflect a poor user experience in final result. Action points or calls to action are a terminology handed down from traditional marketing world. They serve to define a desired action and are often supported by persuasive sales copy. Though basic concepts are same as traditional marketing, calls to action can take many different forms on internet. Often they appear as links or as part of a shopping cart. The nature of a web site determines its type of action point. The most important thing to consider is that without them, viewers have little or no idea what purpose of your site is. Imagine an infomercial running a half hour long advertisement on television, yet commentator says nothing during whole ad, just stands there holding a cardboard box, you are left trying to guess what’s inside, advertisement offers no explanations or means of contacting company involved. Pointless isn’t it? This is exactly what a web site without clearly defined points of action accomplishes; nothing. It’s an exercise in futility.

Jeff Palmer is a search engine optimization specialist and senior interactive designer for Openvision an Internet marketing company located in Hilton Head Island South Carolina. www.openvision.com

Because you don’t have capital to run thousands of television and full page print ads in major periodicals, you must massage your marketing message into every-day occurrences of running your business.

For example, how often do you give someone a business card or answer phone? These are great opportunities to splash your prospects with your marketing message. You don’t need a $2.5 million commercial to run during The Big Game to successfully market your business. So, do some brainstorming and come up with a list of other frequent opportunities where you can use your marketing message. You’ll be glad you did!

4. Demonstrate Value If your marketing message is good it will help your prospects recognize you as solution to their problem and it will also inspire them to take action you want them to take; visit your web site, for example. Use this step to demonstrate value to your prospects. Once you’ve drawn them in, show them you’re for real by giving something away for free in exchange for their contact information. Some common giveaways are E-Books or instructional articles. By giving something away you create opportunity to demonstrate your expertise and you also give your prospects something to talk about with their peers and colleagues. There’s nothing like word of mouth referrals.

5. Develop a Relationship Once you have your prospects’ contact information you can maximize attention for your business by staying in touch. I suggest publishing a helpful newsletter. Send it as often as you can, but probably not more than once a week. You don’t want to become a bother to your prospects. Get permission to send it when your prospects sign up for your freebie. We don’t want to send unwanted email.

By sending a periodic newsletter or other correspondence you help to keep yourself on your prospects radar screen. As time moves on you will maintain your position in your prospects’ minds and vastly improve your chances of having them turn to you when they decide they need help. You can also use your newsletter to inform them of new products and services as you develop them.

Move Your Marketing Forward Make decision to drop slogan and take time to develop, use and follow through with your marketing message. You will be amazed by your ability to have new clients contact you.