Dot Commerce

How to use the Internet to grow your business.

So, you have a Web page. Now the real challenge begins. How can your potential customers find you that crucial first time? Can you say "search engine?"

The challenge of attracting new customers was met 20 years ago through hard work and a Yellow Pages ad. Today, the Internet and the telephone share the same directory and that directory is called a search engine.

MANAGING YOUR WEB SITE

In the not-too-distant past, a Yellow Pages sales representative would come to your business, show you the competitive ads placed in the telephone directory, and then sell you an ad. Today, search engines have replaced the telephone directory. In many cases, people access search engines from their mobile phones and use the results to guide them to where they want to go. (We will cover mobile marketing in a future issue.)

Let's say you already have a Web site; after all, it is the 21st century. Maybe it's a large, complex Web site, or a small, simple one, but in order for it to be found, you must be aware of the search process and manage it correctly. Start the managing process by going to your favorite search engine (Google, Yahoo, MSN, etc.) and search for your competitors. Then search for yourself. Compare how you and your competitors are displayed on the computer screen. Is it clear which products you sell and the services you offer? Is your site easy to navigate? Is your business represented in a professional manner? You only get one chance to make a first impression.

Search results break down into two categories: organic and paid. In today's Internet market, you should be represented in both.

Organic search results are generated when the search engines review your site (often called spidering). These results can be viewed similar to the way White Pages are viewed. If you have a Web site, you can influence the results by correctly constructing your Web site.

The second type of search result is paid placement. These are ads that must be relevant (in the correct category) and separated from the organic results. The best results occur when your business is represented in both paid (Yellow Pages) and organic (White Pages). Based on experience, paid placement in search engines is effective.

LOCATION, LOCATION, LOCATION

The second point is one about real estate; success is based on location.

LOCATION #1 Search engines can limit the results to a geographic area so the money you spend can be even more effective. This is done through geo-targeting. Just like the old telephone directories, search engines focus on a specific community. This is important if you are a small shop that specializes in working within a local area or even a mega shop that runs a catalog or e-commerce business. Geo-targeting allows you to focus your money and efforts where your customers are located.

LOCATION #2 The second location is where you are ranked in the results. Being No. 1 is expensive and in most cases unnecessary. As long as you are on the first page, that is what matters. If your business is listed, or even the number of Internet users who will find your ad will be limited.

LOCATION #3 The third location is deciding which search engines to use. Google is the most often utilized, then Yahoo, followed by MSN. Other search engines include your supplier sites. Ensure they have your address, phone number, and Web site listed on their pages.

Online, as in real estate, location, location, location is crucial.

USING LANGUAGE AS A TOOL

Just as in school, spelling is important. Choosing which words to spend money on is a hard decision. Start with words that brand you or your business—those words that represent who or what you are within the community. The name of your business (Harris Speed Shop) is a good start; however, think about how each word can be spelled or misspelled. Think about how customers refer to your business. These are the words with which to start.

Think about the various languages and ethnicities in your community and how your business is known within those cultures. Take a second look at more generic terms and test them. Search engines can make recommendations; however, they each have tools through which you can limit the amount you spend on any given word by the day, week, or month. The point is to experiment and learn what works. You only pay when a user clicks on your ad, so you have a lot to gain and little to lose.

A friend of mine once said the difference between sales and marketing is the difference between sales today and sales tomorrow. While I may not entirely agree with the statement, I believe marketing your business is the key to growth and future sales.