Mistake No. 1 – We choose suppliers by price and we are missing the most important issues

Our procedure for choosing a web design company is classical – we have several quotations prepared and we usually choose the cheapest one. At the same time, we are forgetting five things that will decide on success or failure of our web site – good-looking URL, navigation structure, well defined key words, linking from home page to other web sites and mainly, content uniqueness. If you copy the product descriptive texts from competitive web site, you will never get a good position in search because search engines will not index duplicate content. Graphics do not matter, it can be modified and changed at any time, but redesigning bad web site is very complicated and expensive.

Mistake No. 2 – We do not further improve our web sites

Many companies believe that once they have their web sites done, they do not have to further improve such web sites. At most, they pay a registration in catalogues, but that’s all. However, you have to take care of your web sites on a daily basis to achieve long-term successful sales on the Internet. It is necessary to add, on a regular basis, new content (even brief information about new products), to try to get some backward links (there are many ways to do it – for example, you can write and add PR articles free of charge or hold competitions, or advertise on advertising servers enabling free of charge advertising). For instance, many companies buy links unsystematically. They just buy links on 50 web sites and they expect to achieve success. But this is not what it is about. You should get links from branch-relevant web sites (if I sell cars, then from web sites about cars, etc.). I recommend caution rather than buying links on link exchanges in mass I recommend – do not buy links directly through an exchange, but try to address owners of web sites with content similar to yours and offer them mutual exchange or tripartite exchange.

Mistake No. 3 – Focus on several highly competitive words instead of tenths of less competitive words

One client recently asked me to get his company on the first page of search results with key word “toys”. But his main range of products include wooden and plush toys. I suggested to him that it would better to optimize on words “wooden toys”, “plush toys”, “baby toys”, etc., because in final result he will get less visitors but much higher conversions. Moreover, to get on the first page with key word “toys” would cost a lot of money and in case of toys, it does not pay off (too low margin in the order of magnitude of tenths CZK). Therefore, it is always better to think about key words that people are searching (for example, this can be found by means of Google Adwords Keyword Suggestion Tool) and then try to optimize on them. It is also good to write a blog with useful information for clients. For instance, if you sell silver jewelry, you can write a blog providing the potential buyers with information on cleaning silver jewelry or measuring ring size.

Mistake No. 4 – We underestimate the choice of web hosting

Although Internet is a hot topic number one for some time and it is very difficult to find a company that does not have its own web site, there are still many companies making several basic mistakes. I can see it myself, I also went through a certain development and I have my own, sometime harsh, experience with similar mistakes.

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Organic SEO is a slow and steady process that requires planning and hard work and the first step in SEO friendly web design
. Many small businesses get caught up in the production of fancy graphics and stuffing lots on photos on a small number of web pages. This is not an ideal strategy for search engine optimization and will probably lead to low rankings.

The number of web pages required by a small business website should be dictated by the amount of products and services they offer as well as the number of key-phrases they wish to use in the optimization process. Pages titles should be based on the selected key-phrases. A good example of a page title, on the home page, for a web design and seo company in Dallas might be:

Web Design Dallas by BWD, Leading Website Developer and SEO Specialists

This would give the combinations of web design dallas, website design dallas, seo dallas, web developer dallas and website developer dallas. This also illustrates that key-phrases should be structured into taglines, heading and sentence – not used on their own if possible.

Search engines work primarily with text rather than images so it is very important that each webpage has at least 2-3 paragraphs of good, relevant content and appropriate headings. Small businesses often wonder why their disclaimer page is one of their strongest pages; this is because disclaimer pages usually contain plenty of text unlike most of their other web pages.

Link building is the next major step in Organic SEO. If you want to achieve good rankings on search engine results pages you will need links to your website from other good quality relevant web sites. The amount of quality links you will need depends on how competitive the market is for the key-phrases that you are targeting.

Link Building is on-going process that should be formally managed and while there are many tools available for this purpose a spreadsheet will often suffice for a small business. This is also important when providing reciprocal links though small business should engage in this practice until they have a significant number of incoming links and then the amount of reciprocal links made available should never exceed 25% of the number of incoming links.

The second part of this article will take a closer look at link building for small businesses including free and paid web directories, social media, local directory services etc.

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