Planning, Developing, and Promoting Successful Small Business Websites

Table of Contents

Website Planning
Plan Your Web Site Effectively for Max Success

Types of Websites
Explore the types of Web Site Business Models

Site Types 2
More information on the strategic types of sites

Strategic Planning
Strategy Planning is essential to Success

Strategic Planning 2
Make sure your strategy is up to snuff

Strategic Planning 3
Technical Strategic Planning an Outsourcing Contract Work

Strategic Planning 4
More on Outsourcing Contract Work

Content Planning
Deciding what will go on your business site and who will provide it

Content Planning 2
Determing a schedule for content management

Content Planning 3
Automation for Content Syndication

Keyword Planning Suggestions on preparing keyword research for your site.

Information Architecture
Brainstorming and organizing the architecture of your website.

Information Architecture 2
More discussion on the lower tiers of site heirarchy

Technology Planning Scaleability considerations for large and growing sites.

Tech Planning 2Weighing the value of flash technology.

Budgetary Planning
Creating a budget and using it effectively

Budgetary Planning 2
What type of web host will you need?

Budgetary Planning 3
Labor related expenses for site creation

Budgetary Planning 4
Measuring financial success and ROI

Developing a Web Site

Design and Development
Establishing the importance of credibility in design.

Form Versus Function
Establishing the design priorities of a site.

Writing the Initial Code
Programming considerations for when you get down to programming.

Web Design Coding

Design and Layout


Psychology Considerations

Website Colors

User Satisficing

Validation and Usability Testing

Usability Testing

Search Engine Friendly

Webpage Development

Title Tags

SEO Variables

Promoting a Web Site

Promotion and Analysis

Offline Promotion

Pay-Per-Click Advertising


PPC Tools

Search Engine Optimization

SEO History

Google History

E-mail Marketing

Website Analysis


Planning, Developing, and Promoting a Successful Small Business Website

Search Engine Friendly Webpage Development for Small Business
Page 31

Search Engine Friendly Webpage Development

Search engines are a great ally to successful websites. A study conducted by Forrester Research in spring 2000 showed that 81% of users found new websites by using search engines. This number has risen from 67% just a year prior. (, The Importance of). It is easy to see that search engine optimization is important to any online marketing campaign, and that success in the search engines can make or break a website that hopes to attain success. It is necessary to note that a lot of strong optimization techniques may be built into a site during the development phase. Strong information architecture was the first step to success in the search engines, and was discussed in the planning phase. The use of CSS to separate style from semantics is a second element that lends to a search engine friendly website. The structure of each page will also have an impact on search engine rankings. Other elements of search engine optimization will be discussed in the promotion phase of this paper.

Each webpage in a site offers the unique opportunity to attract users from the search engines. Search engines are designed to return the most relevant information to user’s queries. To do well in the search engines there are many variables to consider. For the purpose of this section, it is assumed that the reader has some basic knowledge of HTML, for a quick introduction to HTML there are many good tutorials that can be found by doing a search on for “HTML tutorials”. Understanding the elements of HTML and using them appropriately can be very advantageous to a developer trying to attain high search engine rankings. WYSIWYG HTML can be very detrimental to search-engine ranking positions (SERPs) by adding unnecessary code, and not using the appropriate elements in the correct areas.

Three of the most important on-page variables to high SERPS are correctly using the <title> and <h#> tags, and having a high on page text to code ratio. (See Appendix 2-10) Several other factors that can contribute to high SERPS are code composition, file size, internal link text, “titling” elements such as <h1>’s and links, and using alt tags for images, and naming files using their primary keywords. Many of these factors are not only good for search engines, but improve user experience and improve usability for disabled visitors as well.



(All in a single document) Appendix 1-1: Overture Search Term
Research Tool

Appendix 1-2: Wordtracker Search Query Research Tool

Appendix 1-3: Google Sets Website Theme Research Tool

Appendix 1-4: Reach/ Acquire/ Convert/ Retain

Appendix 2-5: Zehnder’s of Frankenmuth Information Architecture Flowchart

Appendix 2-6: Search Engine Themes Pyramid Information Architecture Example

Appendix 2-7: Webpage Download Time by File Size Chart

Appendix 2-8: Expected Locations for Common E-commerce Elements

Appendix 2-9: Website Usability Checklist

Appendix 2-10: Text Vs.Code Ratio/ Content Near the Top of Souce Code Examples

Appendix 3-11: Overture Bid Price Tool

Appendix 3-12: Webalizer Website Visitor Tracking Tool

Appendix 3-13: AW STATS Website Visitor Tracking Tool

3-14: Clicktracks Website Statistics
Analysis Tool


Author Notes

Additional Bonus:
101 Free Search Engine Optimization Tips

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Planning, Developing, and Promoting a Successful Small Business Website

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