Unlocking the Keys to Your Web Site Traffic - Web site promotion and search engine strategies

Written by Philippa Gamse

Continued from page 1

* Frames:repparttar separation ofrepparttar 133620 screen into different sections. Several search engines will not go inside these.

* Java: a programming language used to create "cool" animation effects, and other applications on your site - again,repparttar 133621 search engines will not work with Java script.

* Images: pages that contain only graphics with no text, (even if words are part ofrepparttar 133622 graphic) will be passed over byrepparttar 133623 search engines unless you include alternative text tags forrepparttar 133624 images.

Note: there are big differences betweenrepparttar 133625 various search engines as to what and how they will index. My suggestions here will help you well throughrepparttar 133626 basics, but for much more detailed information, check out "The Webmaster's Guide to Search Engines".

Submitting torepparttar 133627 search engines

Now it's time to submit torepparttar 133628 search engines.

Byrepparttar 133629 way, they all (currently) accept your listing free of charge - they raise revenue fromrepparttar 133630 advertising banners atrepparttar 133631 top of their pages.

You may have already received some unsolicited e-mail (not from me!) offering to submit your site to 500+ search engines for a seemingly very low price. My advice would be to avoid these services, for several reasons:

1. Most ofrepparttar 133632 500 search engines will be obscure (such as "Fred's Cool Links"), with few people ever visiting.

2. These services will submit your site to allrepparttar 133633 engines on their lists indiscriminately, whether or not it is applicable. Worse, some of them may be adult-oriented.

3. The services use software to submit your site automatically, which means that they do not takerepparttar 133634 time to ensure that you appear inrepparttar 133635 optimum category within each directory. Also, some ofrepparttar 133636 search engines are now rejecting automated submissions.

If you decide to do your own submissions, these arerepparttar 133637 ones that I recommend using:

Alta Vista; AOL Netfind; Excite; Google; Hotbot; Infoseek; Lycos; Microsoft Network; Northern Light; Webcrawler;

Be aware thatrepparttar 133638 search engines take vastly differing amounts of time to list you. Alta Vista and Infoseek are usually very fast, while Excite and Lycos can be delayed by several weeks.

You should also get yourself listed inrepparttar 133639 major directories - these are reviewed by human editors, so make sure that your site is ready for close scrutiny! These include:

Looksmart; Snap; Yahoo!

If, and only if, you are selling product directly from your Web site via a secure server, you can apply for Yahoo!'s Business Express Service. This costs a one-time fee of $199, but seems to virtually guarantee you a listing - and Yahoo! is still by farrepparttar 133640 highest trafficked directory.

And, if you are willing to pay per click (visitor to your Web site), check out Goto. This search engine is arranged on an auction system - you bid per keyword or phrase (bids start at $0.01), andrepparttar 133641 highest bidder's site is displayed first. Your account is debited byrepparttar 133642 amount of your bid when someone clicks on your listing. Again, this site is controlled by human editors, sorepparttar 133643 results are pretty clean.

Traffic analysis - evaluating results

Once your site is promoted and starts appearing inrepparttar 133644 search engines, you can evaluate your traffic. Your Internet Service Provider (ISP) should provide your site's usage logs, which give you incredibly useful information. (And if they don't, take your business elsewhere!)

You will need a good analysis tool to break down this data (some ISP's and / or professional Web site marketers provide this service as well). I currently use Hitbox, which is excellent.

The report will show you how many individual visitors came to your site, as well asrepparttar 133645 hit count. You can see which pages ofrepparttar 133646 site arerepparttar 133647 most popular, and which pages draw little traffic. Maybe this is because you haven't made them enticing enough in your links.

Armed with this analysis, you can intelligently review your site structure and content. Forrepparttar 133648 purposes of this discussion on search engine promotion, look atrepparttar 133649 sections on search engines and keywords (you can find these by usingrepparttar 133650 navigation links inrepparttar 133651 left-hand frame ofrepparttar 133652 report):

"Top Referring Sites" "Top Referring URL's" "Top Search Engines" "Top Search Phrases" "Top Search Keywords"

These charts and tables show you which search engines (or other Web sites that link to you) are drivingrepparttar 133653 most traffic to your site, and what keywords and phrases people are using to find you, broken down both by individual search engine and overall. Here's where you start getting some great feedback. You may have been fairly sure that you knewrepparttar 133654 keywords that your markets would use to find your site, but you could be wrong! With this information, you can adjustrepparttar 133655 titles, keywords and descriptions in your pages, and then resubmitrepparttar 133656 site. This ongoing process helps to improve your position inrepparttar 133657 search engines where you may not be so well placed.

This also provides wonderful market research on your audience. Rita Risser's company, Fair Measures, provides legal training for managers inrepparttar 133658 area of employment law. Her Web site is an extensive information resource, attracting over 6,000 visitors per month.

Rita told me that her logs showed that many visitors were searching for a specific topic that was a total surprise to her. But there was such demand for this subject that she decided to write a book on it.

If you viewrepparttar 133659 Webtrends report while online, you can click onrepparttar 133660 most popular search strings and perform that actual search. This will show you how your site appears, and also what other pages are being returned. So if your competition is ahead of you, it may be possible to look at their promotional techniques and work out how they do it!


Take your Web marketing seriously. The Web affords yourepparttar 133661 opportunity to trackrepparttar 133662 results of your marketing investment in ways that you never could with traditional advertising. You can learn something about literally every visitor to your site.

Get serious about your Web site marketing; set your goals, invest in an ongoing strategy, and then become even more successful!

Copyright, Philippa Gamse, 2000

Philippa Gamse, CyberSpeaker, is an internationally recognized e-business strategist. Check out her free tipsheet "Beyond the Search Engines" for 17 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317 or mailto:pgamse@CyberSpeaker.com

Mining for Gold . . . in your Web Traffic Logs

Written by Philippa Gamse

Continued from page 1

Ifrepparttar home page does a good job of this, there will probably be some remnant of visitors who came to your site by mistake, in which case they will leave immediately. But that's OK - they aren'trepparttar 133619 right traffic for you.

It's really your judgment call as to what constitutes a problem. But, that client I mentioned earlier whose visitors spent less than two minutes on his site also had about 85% single access figures on his home page - some things are obvious!

A splash entry page to your site (i.e. one that says "Welcome, enter here", but with little or no actual content) will often also show large single access figures. Although these pages can look very striking, they unfortunately tend to be unpopular with impatient surfers. I've seen splash pages that have lost one third of a site's visitors. If you have a splash page, checkrepparttar 133620 single access figures for it in your logs, and be prepared to remove it without hurtingrepparttar 133621 feelings of your Webmaster!

Most Active Countries and Cities

If your site is aimed at an international audience, this section will show which country visitors originate from. This information can be useful in making decisions such as providing pages in languages other than English.

The most active cities report is unfortunately very misleading, as it relies onrepparttar 133622 registered location ofrepparttar 133623 Internet Service Provider. Most log reports therefore show very disproportionate visitor numbers from Virginia -repparttar 133624 home of America Online!

Top Referring Sites / URL's / Search Engines

These arerepparttar 133625 Web pages that send visitors to your site. The largest figure here will usually berepparttar 133626 "No referrer", showing people coming directly torepparttar 133627 site. This means that they are typing in your URL, or have your site bookmarked, and implies that your other forms of marketing are working.

The log reporting program should display other Web pages that send you traffic as html links, allowing you to click onrepparttar 133628 URL (when online!) to seerepparttar 133629 originating page. This will showrepparttar 133630 effectiveness of your reciprocal links or paid advertising. You will also be able to see other sites that are linking to you. It's worth checking these out if you aren't familiar with them - either to thank them, or to check that their link to you is appropriate.

For search engine referrals, clicking onrepparttar 133631 link will resubmitrepparttar 133632 search, and allow you to evaluate competitors' sites and positioning relative to yours. It's also possible to review keywords that are bringing traffic from one particular source, and to try to improverepparttar 133633 site's performance for those words in other search engines.

Top Search Keywords and Phrases

This is crucial information, as it shows exactly what people were looking for when they came to your site. Often Web site marketers take their best guess at these keywords on their first design, but becauserepparttar 133634 search engines index every word on all your pages, other terms can be found, especially in a content rich site.

Sorepparttar 133635 most popular search phrases can tell you what's really "hot" in your products and services. Understanding these is another great key to understandingrepparttar 133636 current needs of your site's market(s), and making business strategy and development decisions. One of my clients recently decided to write a book on a topic area that, until she saw her logs, she had no idea was so sought-after.


There are other sections inrepparttar 133637 log report, especially aroundrepparttar 133638 technical data for your site. The pieces that I have covered here arerepparttar 133639 significant ones for marketers. If you don't have this information available, I really urge you to get it, and review it - I guarantee that you'll find some gold nuggets!

Philippa Gamse, CyberSpeaker, is an internationally recognized e-business strategist. Check out her free tipsheet "Beyond the Search Engines" for 17 ideas to promote your Website: http://www.CyberSpeaker.com/tipsheet.html Philippa can be reached at (831) 465-0317 or mailto:pgamse@CyberSpeaker.com

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