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 Optimized Websites for Small Business
Page 32

Title and Heading Tags

The first variable to examine when developing pages is the <title> tag. This tag displays the information at the top of the window in a web browser and also provides the title for listing in the search engine. A webpage <title> should be keyword rich and reflect the content of the page. Minor changes in <title> tags can have a major impact on traffic. Using plural versus singular words can impact how many visitors find your site. It is important to utilize the keyword research discovered during the planning phase of the site to maximize the benefit of site’s potential. Good <title> length is around 40 characters and should not exceed 70 characters. (, Best Title Length). Following good practice for the <title> tag alone will improve rankings for less competitive phrases, and can sometimes bring a substantial amount of traffic to a site. A page should never be left as “Untitled”, no matter what the subject matter of the page.

Another HTML element variable that can dramatically improve SERPs is the use of heading <h#> tags. Heading tags range from 1-6 in descending order of importance. Many sites do not use heading tags at all, and this can be a mistake. Heading tags were not used for several years because they appeared large, ugly, and unstyled if they were not modified. Through the use of CSS, heading tags can be made much more visually appealing and can be used to increase the significance of a page to the search engines. Using primary keyphrases within the heading tags improves rankings and is good planning for the promotion phase of a website.

Keeping the ratio of “behind the scenes” code to visible text is another important variable in earning high SERPs. When viewing nearly any webpage, a visitor can “view source” to see the “behind the scenes” code. This code tells the computer how to interpret a webpage to the visitor. The more markup that is used in backend code the higher the ratio of code to text will be. It is much more beneficial to have a high text to code ratio (See Appendix 2-10). This variable put in place by search engines promotes streamlined code writing by rewarding efficient writing and penalizing unnecessary back end code. Keeping code streamlined relative to the visible on page text is important to gaining high SERPs.



(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:
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Planning, Developing, and Promoting a Successful Small Business Website

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