A company will usually choose a unique brand name to create recognition in the public eye but unless the brand is already a household word it will not be effective as a website name that will attract random search engine traffic.
Many business owners assume that customers will search them out by name after being exposed to print advertising or hearing the name over the airwaves. This is not how people shop online however; customers who surf the Web will usually conduct a search by entering several words describing the profession or service they need.
The searcher is often moving at a fast pace looking for instant information. A company hoping to attract new business must cater to the shopping habits of unseen strangers with money to spend. Most new website owners need basic training to learn how search engines operate and which factors cause one website to appear above all others.
Industry-related domain names are easier to optimize for higher ranking positions than brand names. Here is an example: a restaurant that wants to appear upbeat and trendy might use a brand like “Bluddengutz Burger Palace” on signage and newspaper ads.
The new restaurant will be unknown to most of the public at first until the display advertising is repeated often enough for the company name to become well known. A stranger using a search engine will not find the name in the organic rankings unless he types in words relating to hamburger restaurants.
The domain name should not have the words “Bluddengutz” or “palace” since they don't give any clue to the activity of the company. Made-up words and generalizations don't mean anything to a search engine program, it is better to register a domain name like “gourmet-burgers” or “hamburger-restaurant” to define clearly the type of sevice or product offered.
Naturally you want customers to visit in plentiful numbers so the way to name your home page and inner pages is by using relevant keyword phrases. In the case of the hamburger restaurant, an inner page containing the menu needs a Uniform Resource Locator (URL) that will consist of the home page followed by a forward slash, then the word “menu” so that it is easier for the search engines to recognize what is on the page.
Simplicity and common sense can garner more profit over time when you attempt to lure customers using random searches.
Search engines reserve several spaces at the top and bottom of results pages where they display sponsored listings. After the paid ads, the random results are displayed ten to a page.
Web searchers learn to skip over the paid ads, fearing a sales pitch or pop-up ad. Each time someone clicks a display ad, the owner is charged an amount based on the demand for the keyword. This “Pay-Per-Click” (PPC) advertising is lucrative to the giant search engines and worthwhile to many web site owners who convert paid traffic to sales in a profitable ratio.
There is more business available when many visitors go to a website at no cost to the owner.
It soon becomes clear which keywords are keeping your business alive. Similar keywords can be mixed and expanded when laying out the SEO program; your page content should have about three per cent keyword saturation to appear natural to search engines.
It is the job of your SEO consultant to make your web site's pages look like they belong there in the eyes of the search engine spiders so the writing must be compact. A keyword string should have around sixty characters separated by commas and spaces.
This string of phrases must be recorded so that the keywords can be inserted in article submissions.
When the search engine spider reads, or “crawls” the landing pages it stores the memory in a central index for quick retrieval, that is to say the search engine is aware of the presence of your web site as it stood at the time of the last visit.
Provided certain criteria are met, the pages can be retrieved for display if they satisfy the terms of the search. All terms related to your market sector should be somewhere on your landing pages. At least five landing pages are required for your site to be considered an official website; a single page cannot be indexed or displayed in search results.
By ensuring this content exists within your pages, linking up your landing pages correctly (that is with quality original content related to your business) will make it likely that you will show up among the first results. Your internet marketing needs to be persistent in ratio to what's at stake in your market sector and your web page traffic should yield some results from your online marketing efforts.
The Internet can make your business immediately well-known because searchers click on the first few results. If you budget a certain amount to pay-per-click advertising and several thousand to SEO you will get some instant results but the best results will be gradual: organic traffic becomes free after the first promotion. It will be up to someone else to make a concerted effort to dislodge you.
We exist in the Golden Age of the Internet, the possible peak of flexibility, so it's a good idea to capitalize on the freedom. Customers trust e-commerce enough to make business work on the Web. Security and a good business atmosphere are conveyed universally.
There are countless niche items available online; as long as free enterprise exists and money is abundant every dog should have his day. Today's e-commerce Web design allows visitors to shop on your website conveniently. In time your name will be famous as your business grows.
Pat Boardman is an SEO consultant, educated in Radio and Television Arts, experienced in Sales, Advertising, and Internet content writing.
This article is written on behalf of Sibername Domain Names, an established online place for in Canada. Sibername also provides website buy hosting services and custom website design.