"How do I promote my website?" is another way of saying, "how do I get more traffic to my website?".
Jewelry webshops often do less than they could in terms of attracting visitors, and ultimately buyers. The internet is more than a way to post pictures and be an extension of your business card. If you know how, you can build a website that will draw visitors from the vast pool of people searching on the internet.
Getting Found by Searchers...
My favorite way of getting more traffic to my website is by building keyword focused content pages to get free search engine traffic.
Since people are most often looking for information on the internet, rather than looking for products, this is a better way to get both longterm traffic, and to build non-salesy relationship with your potential buyers first, and then get the sale later.
The Good News and the Bad News About This Traffic Strategy
The good news? If you do it right, this will ensure you get traffic for free over the long term. Once you set the wheels in motion, if you keep making keyword focused pages, after awhile the only way to turn off the traffic will be for you to take your site down altogether.
The bad news? For this strategy to work, you need some patience. This is not a get-traffic quick scheme. It will buid and grow over time.
Okay, Christine, then "How Do I Promote my Website with Content?"
Building Content for Search Engine Traffic and For Preselling Your Visitor
Building content for your website is a *great* way to get traffic for the longterm. As a business owner, I'm not in this for a quick grab and run - I'm looking for the best way to spend my time for long term gain.
Tip: You want your content to be both keyword focused, and entertainging and readable for your visitors. Remember that your human visitor is the one buying not the search engines. The guildelines below are for getting search engine traffic, but be sure you use common sense to give people value too.
Here's how you make a keyword focused page that will keep drawing traffic longterm for free:
- Do some keyword research. Use the free Wordtracker tool or the Google Adwords Keyword tool to find words related to your market.
For jewelry makers, this might not be obvious. You'll need to think, "What INFORMATION is my market looking for?" This is not about building a product list. This is about drawing your market from a different angle. So, for example, if you make gemstone jewelry, you might write an article about which gemstones will complement different skin tones. Your keyword research would then be abut gemstones and skintone. You'll need to think outside the box and put yourself in the other person's shoes for this to be successful.
No keywords? Try thinking up different angles, and brainstorming article ideas. Browse the net and look at the blogs and websites your market visits. Look at forums where your market hangs out. What are they asking about? What are they talking about?
- After you find a good keyword term that has searches, check out the level of competition. To do this, put your keyword term into a Google search box in quotations like this: "gemstones and skintone". If the search results come back with less than 30,000 competing pages, you have a definite chance at getting a search engine ranking (meaning showing up as one of the top search engine rsults when someone enters that term).
- Write your article for your website.
- Do some on-page search engine optimization on your written article (or while you write it) by being sure to put your keyword term (worked in naturally of course) in these places:
*The page title
*The description meta tag
*The keyword meta-tag
*The heading (H1 tagged)
*The first 90 characters of your article + bold the term here
*Once in the middle
*Once at the end
*Once in a text link as the anchor text. For example: instead of http://clicklinkhere.com, you would put "gemstones and skintone" as the link text.
The way I like to do this is to put Return from Your Keyword Term to your site home.
- Upload or post your article on your website and use your keywords in the URL like this: http://yoursite.com/your-keywords.html.
- Add a hyperlink to it from the homepage or a secondary page that links from the home page. Never link from a page deeper than that.
Gold Star Step for Keeners
For an added boost, you might want to do some off-site search engine optimization by getting some non-spammy inbound links to your page using social networking or other white hat method. Never use link farms or pay for links. This is worse than not having any inbound links at all. (The best inbound links of course come from others who like your content)
That's all you have to do to start getting found by the search engines and start getting targeted vistors for free. The key is to make a lot of these pages and start building a network of relevant pages related to your products in a direct, and indirect way. The key is to please your market. If you can make useful contributions to your market, you will start to be noticed not by the engines, but by people too - and that will start to get you inbound links you don't seek out yourself. Before you know it, you'll have more traffic than you know what to do with.
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