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

Small Business Website Marketing
Page 38

Search Engine Optimization Introduction

Search engine optimization (SEO) should be a long-term priority for any site that hopes to be successful. SEO can offer a higher return on investment than nearly any other marketing strategy if implemented correctly. SEO should be viewed in the long-term to correctly reap the available benefits. Placing high in the search engine ranking positions (SERPs) is a great way to attract first time visitors. Placement in the search engines can determine the “reach” of your online marketing strategy.

Search engine optimization is a game of numbers. In a very literal sense, optimizing a site for high SERPs is like gambling. Higher payouts come from higher odds, and if a site opts to bet high they will eventually get burned. To further the analogy of gambling, there are certain rules that apply to SEO. When found in violation of these rules search engine optimizers (SEOs) will be “kicked out” or penalized. The engines are much like a casino as they are very touchy about people trying to manipulate their systems. Sergey Brin, a cofounder of Google was once quoted as saying he regarded SEO’s about the same way that a mother bear regarded someone poking at her cub with a stick. The bottom line is that as with every industry there are many website owners who don’t play by the rules, or hire someone (many times unknowingly) that will not play by the rules.

Search engine optimization is an ongoing battle between those who wish to benefit from obtaining high volumes of search engine traffic (website owners & SEO’s), and those who wish to provide the most relevant results for their users (search engines). The stakes in this battle are being raised all the time as the number of users online which in the U.S. alone approaches 100 million with over 60% of those users spending some 48 BILLION dollars per year for online shopping (Greenspan, 2002, With such high stakes up for grab, website owners are willing to take greater risks to test the limits of the search engine rules. The engines are willing to up the ante as well since their primary purpose is to provide relevant results for users. There are many more rules in the past few years as to what is acceptable practice in SEO. Rule number one being: Spam is the enemy of the search engines.

Spam is very loosely defined as anything that is not useful to the user of a site, and manipulates the variables of the search engine’s algorithm for higher placement and more website traffic. Spam is the archenemy of the search engines as it serves as the stumbling block for engines achieving this goal of providing users with the most relevant information. It has been said many times in the world of SEO that “content is king.” Building a site with information that is useful and desired by users of your site is the most surefire SEO strategy that there is. Of course there are legitimate ways to increase website odds of obtaining higher SERPs. A site owner that takes the time to understand the basics of how search engine technology works, and builds their site accordingly will suffer no loss of sleep, and do quite well in the high stakes game of SEO.


(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

Work with a top search engine marketing company in Michigan. For your local search engine marketing and pay-per-click advertising needs.

©Copyright 2004 - Infinity
Planning, Developing, and Promoting a Successful Small Business Website

Meta4Creations - Strategic Internet Marketing Consulting
Corporate Internet Marketing Consultant