Tech tips on Search Engine Optimization (SEO) for your Web site

Splash page - These gateway pages work against you in the search engines because they do not provide enough information for them to index your site properly. Also too much space on images and animation on your Home page. Text matters most to search engines.

Title tag - Make sure to add the coding that produces the title tag at the top of the browser. Search engines like Google use this as an item that helps them index your site properly. If you do not know how to do this, make sure your Web designer does this for you.

Meta tags - These are hidden tags that allow you to provide information about your site that search engines can use to index you properly. Two meta tags, the "keywords" and "description" tags, are the ones where you should choose your words carefully. Pick keywords that you would expect searchers looking for a site like yours would choose. The "description" should be what you want Google to use under your link in its rankings.

To look at your meta tags (and to see the coding behind any Web page), go to the top of your browser and clicking on View->Page Source (Firefox) or View->Source (Internet Explorer).

Again, if you cannot add these tags yourself, make sure that your Web designer does this for you, with your guidance about the wording to be used.

You should also check to make sure your coding includes ALT tags for all images on your page. Not only do these tags tell search engines what the pictures contain, but visually impaired visitors using a text reader will be able to find out what your images are trying to convey.

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MARKETING MATTERS

BUILDING A GREAT FARM WEB SITE
Market Your Sustainable Farm on the Internet

How do I get my farm site to the top of the list on Google?

The first thing to remember is that everyone wants the top slot on search engines like Google - so you are competing with all the other Web sites in your niche. Two questions you need to answer are:

Question 1 - Does my success on the Web hinge on having strangers find my site?

Answer- Yes, it is asbsolutely essential that:

• if you are Bob and
• you own a farm market in Boise and
• someone puts "Bob's Farm Market Boise" into Google,
• that your site comes up first.

But that is different than expecting your site to be first if someone just puts "Farm Market Idaho."

The first example means that someone who is already looking for you can find you. That's crucial. But the second scenario brings people curious about finding a farm market in your state to your site. That may be nice, but . . .

Question 2 - How much can I afford to invest in time and money to drive traffic to my site?

If your farm doesn't come up on Google at all - You can submit your site to Google for indexing by clicking on the image above. This does not ensure that Google will add your site to its database, but if can help if your site has been overlooked. However, remember that it can take time for Google to index your site, so be patient and don't risk ruining your chances with repeat submissions.

Answer - As the answer to the first question suggests, you need to know what you want Google to do for you. If you want to reach people who already know about you and your Web site, that's one level of expectation. However, if you want strangers who have never heard of you or your farm enterprise to find you online, that's another. Converting those strangers to people who become customers is yet another hurdle you must clear after they find your listing.

Tweaking your Web site to improve your ranking with search engines requires investing time, money or both in what is called Search Engine Optimization (SEO). There are companies that specialize in this service, but there are also many things you can do on your own or with the help of your Web designer.

One easy but important tip is to put your Web site URL on all of your other printed materials, from business cards and brochures to billboards and signs. Also invite other Web sites to exchange links with you, since that can help both of you rise in the search engines. Also take a look at the Tech Tips in the sidebar (and if they sound like gobbledygook, talk them over with your Web designer).

Question 3 - Should I invest in Google AdWords?

Google AdWords allow you to pick search words the you think the searchers you want to reach would use to find you. Perhaps "farm market" and "Boise" or "strawberries" and "you pick" and "Indianapolis." Then you determine a budget of what you are willing to spend, set up your contract with Google, create your ad copy online and Google does the rest.

Spend a little and your ad may not appear very often. And if you are competing with others for the same words, you will need to pay a higher rate-per-word for a higher ranking.

For many small business owners, Google AdWords is an affordable way to ensure that Google users can find you. And the good news is that you can experiment without making a lengthy commitment, which makes good sense when you are marketing seasonal items.

Other sites with tutorials on improving your search engine ranking
Words in a Row	ABAKUS	Wired

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