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Internet Marketing A Small Business Website

Updated on April 29, 2014
Internet Marketing A Small Business Is A Daunting Task
Internet Marketing A Small Business Is A Daunting Task | Source

Marketing a small business website on the Internet, within top search results, is possible using some tried & true methodologies, accessible to any small business owner. The secrets of professional web design companies can be explored, and used to promote & maintain an Internet business website.

Such tactics are relatively easy to implement, requiring the best web hosting, using HTML5 markup, sections, meta elements & micro formatted data structures to enhance the results: Increasing revenue and reducing web hosting costs.

Containing techniques that can drive search engine traffic to an Internet businesses property, all of the tips learned here may be used for any web site, from eCommerce to brochure websites focusing on a particular market.

This guide looks at the <head> section elements, which can be used in improving Internet marketing performance of specific web pages on most properties.

Business Landing Page: A Primer

Decades ago, companies had no need of: Web Coders; Graphic Designers; Web Hosting; Copywriters, or indeed any of the options that have spawned entire industries of related professional services.

Using them can be beneficial to a particular niche. However, there are many ways of implementing techniques used by the professional web design companies to enhance ones small business website to gain traffic and help your service grow.

The following code structures, delineated within HTML5 markup, are common within modern sites & used to enhance the structure & content placement. A semantic website could follow this theme found within the code:

Head Section

<head>
[CONTENT]
</head>

Within the uppermost code of most websites lies the <head> section used to indicate documents used on the page. These may be for Cascading Style Sheets [CSS] which contain instructions for the web browser on the design & positioning of content blocks, pictures & elements within the page.

Javascript [js] files used for styling, text input, & animated media elements such as pictures or animated text.

Typography font files specifically used on the website, which display a particular stylized font to make reading easier.

Meta Tag elements provide contextual marketing information for that particular page, or about the business in general. Providing semantic information to identify a geographical position for that business property on a map; which could be useful for local search, where a site visitor is looking for a specific business type only within their general vicinity.

All the elements within the <head> section can be used in a balanced Internet business marketing concept, which is optimized to provide:

  • Faster loading web pages
  • Unique information pertaining to that business
  • Increase the global recognition of the brand
  • Drive eCommerce traffic to a particular page

If we take a typical <head> section, there are some data points that can be used for a better setup. Some elements are required within this section. Others, however, can be replaced or moved further down the code page content, such that they reduce page load time for an average visitor; thus increasing that pages potential:

Moving Javascript Files Into Footer Section Can Improve Page Performance & Load Time
Moving Javascript Files Into Footer Section Can Improve Page Performance & Load Time | Source

Typical Head Section Markup: Example

<!-- start code -->

<!DOCTYPE html>
<html>
<head>

<meta http-equiv="Content-Type" content="text/html; charset=utf-8" />
<title> [Name Of Page] </title>
<meta name="viewport" content="width=device-width, initial-scale=1.0" />
<link rel="stylesheet" type="text/css" href="css/style.css" />
<script type="text/javascript" src="js/jquery.min.js"></script>
<script type="text/javascript" src="js/jquery.lightbox.js"></script>
<script type="text/javascript"> jQuery(document).ready(function(){ jQuery('.lightbox').lightbox(); }); </script>
<link rel="shortcut icon" href="favicon.ico" />
<meta name="description" content=" [Page Description] " />

</head>

<!-- end code -->

Common Elements Of <head>:

  • Location of files used on page
  • Inclusion of files for displaying content
  • Javascripts to load display multimedia
  • Typography & lettering
  • Promotional language
  • Map location, Geographical location

As we look through the website code contained within this example, already there are data points that can be removed & replaced further down into the <footer> section.

Moving these referenced code elements into the <footer> section can dramatically improve page load time.

Faster loading web pages are another key metric which are used by search engines to provide a boost in rankings for business websites, & are a great marketing technique which can be employed site wide.

The following Javascript files & functions aren't needed by initial page load, so could be moved:

<!-- start code -->

<script type="text/javascript" src="js/jquery.min.js"></script>
<script type="text/javascript" src="js/jquery.lightbox.js"></script>
<script type="text/javascript"> jQuery(document).ready(function(){ jQuery('.lightbox').lightbox(); }); </script>

<!-- end code -->

Another secret tip that can be used to further promote & optimize this section, is the inclusion of a specific META TAG element. This indicates to search engines that the descriptive text associated with a particular businesses listing in the Open Directory Project [ODP], is not to be used, viz:

<meta name="robots" content="noodp" />

Use this META TAG, placed into the <head> section throughout the entire business website such that a specific descriptor can be used. Making each page within the website unique in this manner, increases the potential to achieve higher search result listings.

Improve Title & Description Tags

Making use of the <title> [Name Of Page] </title> and <meta name="description" tags to provide unique marketable terms, will increase the specific ranking ability of that page.

A small business selling "Blue Widgets", and using that phrase within the tags would not be entirely unique. Instead, using specifics with these tags can improve marketing performance of that page, simply by changing to:

<!-- start code -->

<title>2.5" Inch Blue Widget On Sale | Widgets R Us</title>

<meta name="description" content="2.5 Inch Blue Widget On Sale at Widgets R Us. Shop online using our eCommerce website for Widgets of all shapes and size." />

<!-- end code -->

Although manually adding unique Meta Description Tag to a web property is useful in maintaining diversity among product pages, there is another secret tip which business owners can avail themselves of: Completely removing the Meta Description Tag altogether.

This technique may appear counterproductive in the promotion of a particular page. However, by removing this tag completely it, 'forces' a rendition of page description within search results, using keywords pulled directly from that pages content based upon the searchers intent. This is a fruitful tip that may be employed site wide.

Being specific, and using marketing language which uniquely identifies a product offering, can dramatically increase the profitability of a small business eCommerce operation.

Geo Location co-ordinates underlined in red
Geo Location co-ordinates underlined in red | Source

How To Geo Tag A Business Website

Finally, the addition of Geo-Tags, to specify a location on a map, can vastly increase the potential for a particular business to appear within top search results, targeted at a customer in a local vicinity:

<!-- start code -->

<meta name="geo.region" content="US-CA" />
<meta name="geo.placename" content="San Francisco" />
<meta name="geo.position" content="37.789018;-122.391506" />

<!-- end code -->

The Geo.Position numbers, representing the Longitude & Latitude co-ordinates, can be found by searching for your business address on Google Maps. When the map loads, right click on the location place-mark & select, "What's Here?".

Then in the top right corner of Google Maps, one will find the address with co-ordinates included below the address.


Improved Head Section Example

The following <head> section code has now been optimized, which will lead to a dramatic reduction in load times, & increases the chances for that business page to rank higher in search engines:

<!-- start code -->

<!DOCTYPE html>
<html>
<head>

<meta http-equiv="Content-Type" content="text/html; charset=utf-8" />
<title>2.5" Inch Blue Widget On Sale | Widgets R Us</title>

<meta name="description" content="2.5 Inch Blue Widget On Sale at Widgets R Us. Shop online using our eCommerce website for Widgets of all shapes and size." />

<meta name="viewport" content="width=device-width, initial-scale=1.0" />
<link rel="stylesheet" type="text/css" href="css/style.css" />
<link rel="shortcut icon" href="favicon.ico" />

<meta name="geo.region" content="US-CA" />
<meta name="geo.placename" content="San Francisco" />
<meta name="geo.position" content="37.789018;-122.391506" />

</head>

<!-- end code -->

Head Section Content Summary

The marketing potential of using properly optimized META TAGS, Geo-Location, and specific Titles and Descriptions within each web page, can increase the traffic to the website in general.

The META TAGS aid searchers & visitors in pinpointing your products, thus increasing revenues for your eCommerce operation, or provision of services to end user customers.

The next guide to <footer> elements of an HTML5 web page, will continue the discussion and provide valuable Internet marketing techniques for small business.

Link:
Internet Marketing: Speedup Business Website

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