Website Design and Promotion

Google Secrets: Site Ranking as Revealed Through Google's New Patent

Anyone who tries to stay on top of the impossible world of Google and how it ranks websites, might be interested in reading an article written by Darren Yates posted on Buzzle.com that summarizes some of the ways in which Google ranks websites as revealed by Google's recently filed patent.

Here are some of the more interesting points:

• Register your domain name for more than one year at a time. Spammers often register sites for only one year so Google will take you more seriously if you register your domain name for longer than a year.
• While backlinks (links from other sites pointing to your website) are known to be an important factor in search engine ranking, you must accumulate links slowly so as not to be seen as a spammer.
• Key words used in your anchor text (links pointing to your site) should vary. If you use the same key words too often, you can be penalized.
• Website click through rates are monitored by Google and they use this information when ranking your website.

To read the full article go to: Great Site Ranking in Google: The Secret is Out

The Perfect Domain Name

... doesn't exist. But, I got your attention didn't I? Which, actually is a main point of this post.

I've got clients who, literally, spend weeks trying to come up with the perfect domain name for their new web site. Probably lose sleep over it. I always say, yes, try to come up with a good (or great) domain name, but don't kill yourself over it.

Occasionally, I'll help a client come up with a name. The best, in my opinion, was www.locktheknee.com. That was for a yoga studio, in which the owner/teacher would, during a particular pose, always say, "Lock the knee!" So, I thought what a great name for her web site. And she and all her students loved it! Very catchy. Of course, it doesn't mean much to non-students of that studio, so we also came up with a second name (www.bikramyoganewwest.com), which made sense for others and gets automatically forwarded to the site.

There's a mindset that having keywords (i.e., words that you want your site found for in a search) in your domain name is very important in getting your site picked up by Google. Jill Whelan, the SEO guru, in my opinion, of www.HighRankings.com - consistently says she's seen no evidence that this is true. And I agree, I have seen none either. I just did a test search for "chiropractors" on Google. The #1 results didn't have the word in its domain name. In fact, I counted 2 out of the top 20 that did! (There were a couple "chiro's" in there.) That says something to me.

Here are some tips for coming up with a good domain name:

• The shorter the better. Try to keep it to a max of 4 words.
• Make sure people can spell it easily, otherwise they might end up at your competition's web site. If your name is difficult to spell or there are multiple spellings (e.g., Brian/Bryan) avoid it!
• If it works, go for a name about your business, in general. e.g., if you're a plumber, rather than mcneilsplumbingservices.com, how about something like greatplumber.com?
• Better yet, if you can come up with something cute and catchy, people will remember it - e.g., nomoredrips.com.
• Remember, you can always get a second domain name - cheap! - and have it forward (or mask) to your original name.
• Stay away from -'s if possible. People want easy!
• If at all possible, get a .com, rather than .net or .biz or whatever. I still find that people think .com no matter what you say. Having said that though, if you've got a great name and it's not available as a .com, you might consider one of the alternatives.
• One more time - don't lose sleep over finding the perfect name!

Getting Indexed in Google...Sooner Rather Than Later

While we are on the topic of google, I thought I would mention that according to Jill Whalen, of High Rankings Advisor, it can take up to 9 months to get a new website indexed on google these days!!

Since this is the case, I often encourage my clients to get their site up as soon as possible so that it gets indexed more quickly. They can work on perfecting the design and content later.

However, as of a few weeks ago, Google is conducting an experiment that allows you to have your site indexed on Google-- sometimes with a few days or weeks-- by putting a Google Site Map on your website.

"The Marketing Chick" (don't ya just love that name?) in her blog, explains how to use this with a free software called, "Google Site Map Generator". Although I haven't tried it, a friend of mine did and told me it was very easy to install.

One final note: Apparently there is no guarantee that using the site map will get you indexed.

Google No-no's

Let’s face it – when we’re talking about search engines results, 9 times out of 10, we’re talking about Google. Google has become synonymous with search engine results for most web surfers, savvy or otherwise. So, if you want your website optimized for search engines, it’s really Google that you’re worried about (and, maybe Yahoo and MSN, just for the few people that use those).

Now, for those in the business of search engine optimization (and those not in the business), Google has always been and will always be a bit of a mystery in terms of how it works and what it likes and dislikes. There used to be several “tricks” that one could use to fool Google into ranking your site high. But, not long after each trick was devised, Google would outlaw its use, resulting in low rankings. Then a new trick would have to be invented and the vicious circle would continue. This has been very frustrating for us honest web developers who try to legitimately get our clients’ websites ranked high without having to resort to cheating.

Now, any site found to be incorporating questionable tactics to get high rankings can be banned by Google, temporarily (until the site becomes “honest”) or permanently.  Believe me, you don’t want your site banned by Google! It’s like having your store moved from a prime downtown location to some hidden back alley. Not good.

So, here is a list of no-no’s as far as Google (and quite probably other major search engines) is concerned:

• Overloading with keywords/phrases. If your site is about dogs, don’t have a sentence that uses the word ‘dog’ 7 times. Yes, use your keywords as much as is reasonably possible, but if your copy doesn’t read naturally, you’re probably overdoing it. Ding!
• Hidden text – e.g., white (or very light) text on a white background.
• Hidden links – tiny, virtual invisible links to other pages or from other sites to yours.
• Duplicate content – having two identical (or very similar) pages.
• Doorway pages. These are pages that exist for no other purpose than to direct traffic to your site. Generally they’re filled with different keywords and links so that it looks like your site is more popular than it really is.
• Using software that automatically submits your site to search engines.

The rule of thumb is this: If it feels like you’re cheating, you probably are and will get caught. Maybe not now, but eventually you probably will and, if website traffic is important to your business, that’s a chance not worth taking!

For more info, see http://www.google.com/webmasters/guidelines.html.  Also check out http://www.highrankings.com/forum/ - a great forum for what to do and what not to do to get good search engine results.

Creating a Compelling Headline for Your Website's Home Page

Your home page is the most important page of your website. It is the one that will determine what your potential client or customer does immediately after they arrive (i.e. stays or leaves your site).

Research on web usability shows that you only have a few seconds to catch the attention of your website visitors. One of the most important ways to do this is through your opening headline.

Your headline’s main purpose is to attract attention and generate enough interest so that your visitors keep reading. It’s a first step in a process where your goal is to entice them to stay at your site long enough so that they eventually take action on your offer.

Here are a few tips for creating powerful headlines:

• Let the reader know that your site is for them. People want to know instantly when they arrive at your site if they are going to get what they are looking for. Your headline should give some indication that the visitor is in the right place.

• Make sure your headline focuses very specifically on the core problem of your target market or the key benefit that you are offering.

• Choose interesting, meaningful and/or thought-provoking words. Ideally, your headline should jolt your reader into saying something like, "Hey this is for me!”

• Speak to your client’s emotions. People typically make purchasing decisions based on their emotions so you want to be sure you illustrate to your visitors that you understand the feelings they are experiencing.

• Your headline should be clear and to the point. Your reader should understand your message immediately. Do not water down or convolute your message so that the reader has to struggle to find it’s meaning. A few moments of confusion could mean that your visitor is gone to the next site.

Writing successful attention-grabbing headlines can be challenging as there are many components to consider. You might want to do some reading in this area or hire someone to help you create an effective headline. Your headline can make all the difference in determining whether your website is drawing, as opposed to repelling, potential clients and customers.

To Flash or not to Flash

Flash is one of the most useful and versatile tools available for inclusion on your website. I'm sure everyone, by now, has seen it in action - from cute animations to cool menu systems. And, because of that, I have many clients that want it on their websites. So, should you have it on your site?

This is one of those "well, it depends" type of answers. I maintain that there's no point having something just for the sake of having it. So, if you do decide to use Flash on your site, make sure it serves some sort of purpose.

Now, by all means, if that purpose is to add a coolness factor to your site so that it will attract more visitors, an animated intro (or "splash") page may be worth considering. Just keep in mind that, in general, the longer and more complex it is, the longer it will take to download, therefore the greater the chance that a visitor will get impatient and leave your site. So, if it does take a long time to load it had better be worth the wait! Regardless, give visitors the option of skipping the intro. And, you might want to give a quick teaser so that they have a sense of what's coming and then they can decide whether to wait or not.

The other thing, of course, is that the more complex the animation is, the longer it'll take you or your designer/developer to create = higher cost to you in time and/or money.

Another major disadvantage to using a Flash intro is that it doesn't get picked up very well by search engines. This may or may not be of concern to you. If it is, I'd suggest skipping it or...

Go for the best of both worlds: use an animated Flash banner at the top of your home page, while keeping the rest of the page (text and all) intact. This will still get picked up by Google et al and you have your coolness factor added in too.

Or, you might want to think of using Flash to create a unique menu system. This might cost you in terms of search engines ranking, so I would strongly recommend also having a text menu somewhere - most likely at the bottom of each page (generally a good idea anyway).

So, yes Flash can be a great tool to add interest to your site, but make sure you weigh its benefits with how important search engine rankings are to you and then make your decision.

Writing Scannable Web Copy

Many people write their web copy as if the visitor to their site will be reading every word. It is a well known fact in the web copywriting field that most people scan copy on websites as opposed to reading it. Studies have shown that most people skim the headlines until something grabs their attention.

To write your copy so that it is easily scanned you might want to incorporate the following  5 tips outlined in Maria Veloso's new book, "Web Copy That Sells":

1. Use bullet points to summarize content.
2. Highlight keywords by using bold, italics or underlining.
3. Write interesting and meaningful subheadings.
4. Present only one idea per paragraph.
5. Present key points and conclusions first, followed by less important and background information.

What is Good Design?

Perhaps it's easiest to talk about what isn't good design. If you're looking at a web page and wondering why there are all sorts of flashing items and the colors are hurting your eyes, it's probably not well designed.

Everything on a web page should be there for a reason, and not because the designer/programmer just learned how to use Flash and thought it would be fun to put a little animated dog on the page.

Your website should have the visitor (i.e., person viewing the site) in mind, not the designer! Of course it should look nice and be easy on the eyes. And, it should fit with the purpose and audience of the site - which will be different for a skateboarding shop than for a financial institution.

But, it should also be easy to get around. Links (buttons) to the various pages in the site should be simple to find and in a logical order. The main content should be easy to read (no green text on a blue background!). All other relevant information (contact info, etc.) should be readily available.

You probably want a unique site that stands out from the rest. But, keep in mind you can have that while still impressing your visitors. Remember your website (like any other promotional material you put out) says a lot about your business or organization. If you want to present a professional image, your website must look professional!

I assist helping and healing professionals (counselors, coaches and a variety of alternative and complementary health practioners including massage therapists, body workers, homeopathic physicians, naturopaths, etc.) as well as ethical and socially responsible business owners and organizations in promoting and marketing their businesses both off and online.

I have been offering marketing coaching and consulting as well as copy writing services for both on and off line marketing methods since 1999.

Being an ideas person who thrives on change and variety, I usually have several new business projects on the go, and am constantly learning and testing new marketing approaches.

I am graduate of CoachU, The Institute for Life Coach Training, and member of The School of Coaching at Coachville.

My memberships include the International Association of Coaches, The Canadian Counselling Association and The Healers in Business Network.

I reside in beautiful Vancouver, BC on the west coast of Canada. In my spare time I love to kayak, hike, dance, do yoga and listen to great music.

I live my life from a Buddhist perspective and am socially conscious.

If you are a helping or healing professional, I invite you to visit my website and signup for my free newsletter, Enlightened Marketing.

If you are struggling with marketing your practice or your business, please contact me to set up a free phone consultation. Together we can assess how I may help you solve your marketing problems.

I can be reached at:

Email: juliet@julietaustin.com
Phone: 604.730.1838

Or visit my marketing website for coaches, counsellors and healing professionals at: http://www.julietaustin.com Or my marketing a private practice blog at: http://www.marketingaprivatepractice.com

About Nathaniel

In my business, nrichmedia, I assist ethical and socially responsible businesses and associations to promote themselves on the Web.  This usually takes the form of website design (or redesign) and maintenance. I also help these organizations to optimize their sites for search engines.

I graduated from the Vancouver Film School, with a Certificate of Recommendation in Multimedia Studies, in 1997 and have been working in the web design and new media industry ever since. I previously received a Bachelor of Mathematics degree (Honours Actuarial Science) from the University of Waterloo and worked in the pension consulting field.

In addition to web design, I've produced training videos, newsletters, and CD-ROMs.

I moved to Courtenay, BC (on Vancouver Island) at the beginning of 2004 and love the lifestyle (and the scenery) out here! People are friendly and the pace is nice and slow. It's pretty easy to get in touch with nature here. I've taken to gardening (organic, of course) and love not having to rely on a car much to get around.

In my spare time, I do a lot of hiking, biking, yoga, and reading. And, I'm an avid puzzle (mainly crossword) solver. I also play a bit of hockey and love to try new adventurous things outdoors. Although it's been a while, I'm getting back into playing piano.

Please check out www.nrichmedia.com. There you'll find plenty examples of websites and other projects I've worked on, some glowing testimonials, and a bit more about nrichmedia's philosophy. I donate 5% of proceeds on all projects of $500 and above to charitable causes.

Web Design, Promotion & Copywriting Services

WEB DESIGN SERVICES

Website Design
Your business is unique; why shouldn’t your website be? We create innovative websites that help your business stand out from the crowd. When you have a quality website, prospective clients see that you’re a professional and feel confident in enlisting your services. For examples of our work, please visit nrichmedia.

Website Maintenance
We help keep your site fresh by updating its pages whenever you have new content ready. Most updates are completed within one business day. Hiring a professional to take care of your website’s regular maintenance allows you to save your time and energy for serving your client’s and customers.

Multimedia Design
We create interactive CD-ROMs, PowerPoint presentations, online and printed newsletters, which leave a lasting impression. Please visit nrichmedia's portfolio page to see a few ideas of what we can do for your business.

MARKETING AND PROMOTION SERVICES

Search Engine Optimization
In order to bring in business, your website needs to be picked up by search engines, most importantly, Google. We help to optimize your site’s copy (text) and other elements and provide suggestions and guidance on how to get your site ranked highly by search engines so that it attracts as many potential customers and clients as possible.

Website Copywriting
The copy (text) for your website is the most important aspect in determining whether a person will take the action you want when they arrive at your site. Research shows that you only have a few seconds to attract the attention of your visitors. While it’s important to have a visually pleasing and professional site, if your copy does not grab their interest and keep it, you have wasted your time and energy. We consult with you on how to write compelling copy, provide reviews of your written drafts, or, if you prefer, we will write your copy for you.

Website Promotion and Marketing
There is no point having a website unless you also know how to drive traffic to it. We will help you develop and implement a plan for marketing your site both on and offline. While there are numerous ways to promote your website, we assist you in choosing and implementing the strategies that are best suited to you and your business, helping you get the best results possible.

For more information on these services, or for a price quote, contact:

Nathaniel Richman at: 250.898.8795 or by email.
Website: nrichmedia
OR
Juliet Austin at: 604.730.1838 or by email.
Website: www.julietaustin.com
or visit her Marketing a Private Practice blog for helping and healing professionals.