Everyone wants to be highly ranked in search engines, and so many people and companies are looking for a quick and easy way to attain results. Just as there is no magic weight loss pill, or easy get rich quick scheme, there really is no quick fix that will have meaningful or long term effects for search engine rankings.

I have come to learn that just as in so many areas of life and business, anything done for the wrong reason won’t work too well. If you’re optimizing your site, buying links for the sake of it, starting a blog purely for SEO purposes or paying someone not knowledgeable in your industry to write articles for you, I would bet that you won’t likely have good long term results.

On the other hand, if you are writing good, quality, relevant content in order to improve your website, writing a blog to provide more value to your customers or to start a web community, getting links naturally from articles you wrote or were written about your business, or generating links from other companies, associations you belong to, or other such sites that want to link to yours, then you’ll probably attain much better results.

Much like building a successful small business, getting good rankings happens gradually over time. I speak to people daily who want to be #1 in Google overnight. Keep in mind, it’s one thing to get traffic, it’s another thing entirely to convert that traffic to sales. Most website owners are astounded at how low the percentage is for visitors that make a purchase. But in this new world where everyone’s optimizing their sites and getting lots of visitors, consumers are fickle, will leave a site quickly if it offers little or no value, and must trust you before they buy from you. Remember, if it’s so easy to get traffic and make sales quickly, then you’re not the only one doing it.

Another common mistake often made is expecting that internet marketing can be the sole form of marketing. Traditional marketing techniques should not be neglected, as start-up sites often need word of mouth and personal networking to generate sales at first. Like any business, marketing should be a multi-pronged approach, including traditional and online marketing techniques.

A start-up company recently hired us to help them with their website. They had their entire site designed using Photoshop, and needed our help making it functional and giving it a professional look. They had a product line of about 10 products, so this project also involved implementation of a custom shopping cart, which is one of our specialties.

One of their requests was that we review the home page to ensure that it was effective and made the right first impression, so that visitors would hopefully purchase something while they were there. I was reminded of a valuable lesson while reviewing their home page.

I had formed an opinion of their home page rather quickly, and to ensure that it was sound, I had 2 of my designers and a non-designer employee take a look at the site. We all agreed that the home page had a major flaw – it was nearly impossible to tell what products the company provided! Only after clicking around the site did it become obvious what they did – but we felt very strongly that the home page would leave the visitor feeling baffled, and that as a result visitors wouldn’t hang around the site long enough to find out what it was all about.

This was HUGE flaw!! The basic problem was, the business owners were so engrossed in their website, so involved in everything, that they were unable to step back and take an objective look to realize that it needed to be simplified and made more obvious.

After we made them aware of this problem, they had us redesign the home page, and since opening their online store, they have thanked us for the thousands of dollars we saved them in potentially lost revenue.

So the lesson is – keep it simple, and always get a 3rd party’s objective opinion.

In a past article, I wrote about the benefits of using a domain e-mail, such as bob@company.com instead of using a hotmail or aol-type e-mail address. I’d like to explain the options available when using a domain e-mail, since this is a commonly asked-about topic by our clients.

First, keep in mind that when you own a domain, you can create any e-mail address you want at that domain. For example, you can have bob@company.com, mary@company.com, info@company.com, sales@company.com, or anything, else. In these examples, “company.com” is used as an example of whatever your domain actually is.

There are basically two ways to set up domain e-mails:

Option 1: The e-mail address can forward to another existing non-domain e-mail address. For example, bob@company.com forwards to your personal bob@hotmail.com e-mail. That would mean that any e-mail sent to bob@company.net would automatically forward to bob@hotmail.com. The benefits of setting up the e-mail this way is that you still get the professionalism of having a domain e-mail, and also that you don’t have to check two separate e-mail accounts, since all e-mails are going to your personal hotmail, yahoo or aol account.

The negative thing about having your domain e-mail forward is that when you reply to e-mails sent to your domain e-mail, the recipient will see your hotmail e-mail address, not your domain e-mail address. For example – Joe sends you an e-mail to bob@company.com. That e-mail forwards to your bob@hotmail.com e-mail address. When you reply to Joe, it will show that the e-mail you sent came from bob@hotmail.com.

Option 2: Set up your domain e-mail address as a separate account in Outlook or your e-mail program. This is by far the more professional option, since any e-mails you send out will show your domain e-mail address. The only down-side is that you need to set up this separate account in Outlook, and check it separately from your personal e-mail account.

A friend asked me to write a short article on this topic, so here it goes:
Ever think of the impression your e-mail address makes? This may seem like a rather trivial matter, but I assure you that in the eyes of many, having an aol, yahoo, or hotmail-type e-mail address makes you seem small time. Think I’m crazy?

What particularly seems funny to me is when I am handed a business card which shows the company website, such as www.xyz.com, and then the person’s e-mail address is bob@hotmail.com. While many people won’t think that anything is amiss there, those who are more savvy will wonder why Bob doesn’t realize that he can have a bob@xyz.com e-mail address (where “xyz” would be his actual domain).

So if you own your own domain, and have a website, use a domain e-mail! You can have anything@your domain.com and it is more consistent, looks way more professional, and makes you look like you know what you’re doing.

Link building is definitely the hot thing right now. So, what exactly is link building? Simply put, link building means increasing the number of links on other websites which point to your website. Why do this? The idea is that in the eyes of the search engines, the more links a site has pointing to it, the more relevant and important it must be, therefore it gets ranked higher.

There are several ways to build external links, some more effective than others:

1. Submit your site to directories. This used to be very effective, but now since it seems like everyone is doing it, the search engines have caught on a bit, and it has also leveled the playing field to some extent. Submitting your site to directories in your industry is the best way to go.

2. Join online forums. Most forums allow you to have a signature which includes your url. Every time you post a comment, your url appears, thus another external link is born. Contribute to these forums, post new topics, get involved. The bonus is you can learn something while you’re there.

3. Write and submit articles. If you like to write, this is a great tool for you. You can submit your articles to sites such as http://www.ezinearticles.com, where others may use your articles on their sites. Every time your article appears, so does your signature which includes your link.

4. Join social networking sites. Sites such as http://www.linkedin.com/ (Which I use) or Myspace or Facebook are great places to interact with others, post comments, and a great place to build links.

5. Blogs. Start your own blog – its free and easy at http://www.blogger.com/ or http://www.wordpress.com/. It’s a great source for links, and creates lots of relevant content. Also, post comments on other’s blogs. This will create more links to you, plus if you post a comment on someone’s blog, they are more likely to check yours out and do the same.

Keep in mind, though, link building is just one effective tool in the SEO arsenal. Do it well, but don’t neglect the other methods.

Although most shopping cart systems are up virtually all the time, stuff still happens. Maybe the credit card processor is down…maybe your employee messed things up and now your cart isn’t functioning properly.

First, don’t panic. In the internet world, things go down. Customers understand – as long as they have an alternate means of communicating with you. Is your phone number and e-mail address clearly posted on your website? If not, make sure it is. Often, customers will e-mail you letting you know that they’d like to place an order, and then you can take their credit card number over the phone and not lose the sale.

Have a back-up page ready in case you go down. Prepare a page that can be quickly uploaded in case your shopping cart is down. It should say something like, “We’re sorry, but our shopping cart is currently down. Please e-mail us your order at info@xyz.com and include your phone number and a representative will contact you shortly to take your order. You may also call us at 1-800-555-5555 to place your order. We apologize for this inconvenience and are currently working to resolve this matter.”

If this page is prepared ahead of time (now is a good time), then it can be uploaded immediately, so you don’t lose orders while the issue is being resolved. This is also a great back-up to have in the event of a hurricane or other natural disaster, disgruntled employee mess-up or any other business interruption.

If you want to sell a product or service online, there are various methods available to you. You may have heard the term “shopping cart” before, but what exactly is it? After reading this article, it’ll all make sense to you.

A shopping cart is a generic term that simply refers to the presence of a payment system in some form, on a website. You need to know the different options of shopping carts since they vary in cost of implementation as well in the image they convey.

The following is a list of shopping cart options, from least expensive to most:

1. No shopping cart at all. Although technically this shouldn’t even make the list, it is worth mentioning. The cheapest method is not to accept payment online at all, but instead have a payment form on your site that your customers can print, fill out, and either fax or mail to you with their credit card number or check. (Or they simply call you to place an order over the phone.) This costs little to nothing to implement, and also looks unprofessional, but may work well in certain situations.

2. Payment via Pay Pal. You customers select the items they want on your website, and when they click on the “pay” button, your site takes them to Pay Pal, where they can pay with a credit card or their Pay Pal account. This method is convenient for many of your customers who may already have a Pay Pal account, and the cost of paying your web design company to set it up is very affordable, maybe $100-$500 depending on how many products you have and the complexity of shipping calculations required. It is not the most professional looking, since your customers have to leave your site to make payment, but can work well in many cases.

3. Payment via a 3rd party payment gateway. This method is similar to using Pay Pal, except that instead of Pay Pal, your customers pay on another 3rd party website. The reason to use a 3rd party website is that it will provide a secure and encrypted payment, giving your customer piece of mind, and act as the credit card processor. This website can often have your logo on it and other features which make it look just like your website. An example of such a gateway is Linkpoint Connect. Many customers may not even realize that they’ve even left your site, and after paying you can set it up so they return to your site. This is more professional looking than Pay Pal, but costs a bit more to implement.

4. Payment on your site. Using this method, a payment system is implemented on your site to accept credit card payments with a secure and encrypted process. The customer never leaves your site, making this the most professional-looking method. There are many shopping carts available, or your web design company can develop a complete custom cart for you. The cost to implement this is the highest of all the methods, and may range from $750 to several thousands, depending on how much customization is needed, the number of products you have, and other features you need.

Keep in mind that any shopping cart will have recurring costs of $20 to $30 per month which is paid to the processing company, and sometimes a one-time set-up fee of $25 to $200 as well.

I wish I had a nickel (actually, a nickel won’t get you far these days – make it a $5 bill) for every time a client said to me, “OK, now that you’ve designed our website, I want to be #1 on Google.” And I think to myself, “Really? No kidding. Who doesn’t??!!” So here are a few good tips to increasing your ranking on the major search engines (Google, Yahoo, and MSN):

1. Content is King! Good content drives traffic – and the search engines pick up key words on content-rich web pages.

2. Add meta tags to your web pages. A meta tag is simply a snippet of code that tells the search engines about your website. This code is inserted onto the site and isn’t seen by viewers. Have a web designer add it for you – it’s very simple. (The trick is knowing what to put in the meta tags – that part is more art than science.)

3. Increase the number of external links to your site. Basically, the more links on other sites are pointing to yours, the more it looks like you’re a major player. This can be accomplished by submitting your site to web directories (the ones in your industry are best), joining online forums, or my favorite method – by writing articles. In exchange for your article – which will be used for content on their site – most site owners will include a link to your site at the bottom of your article.

There are more ways, but those are the basic and most effective. Above all, remember that this takes time – you won’t get to the top overnight. Do these consistently over time, and you will be amazed at the results!

E-mail marketing is an extremely effective way to get in front of your prospects, send a message, and eventually turn some of those prospects into customers. It is among my favorite forms of advertising, because it’s a subtle way to get your message to them – no gatekeeper, no annoying phone call interrupting their day. If they don’t want to read it right away, they can leave the e-mail in their inbox for later. Here are some ideas for an effective e-mail marketing campaign.

Send monthly e-mails. Vary the length – some can be newsletters, some more like flyers, but in general keep them short and to the point. Some companies send weekly e-newsletters – for me, that’s too many – but it may work in some circumstances.

Offer something other than a sales pitch. Don’t just be selling, selling, selling. Offer your readers some interesting information, some free advice, some educational material. A link to an interesting website works. If you give value, this will make your e-mail more likely to be read, so when you do send something a bit salesy, you increase the chances that it eill be read too.

Always have links to your website. Your e-mail newsletter or flyer should always include links to your website, blog, and e-mail address.

Use contests or interesting surveys. Contests motivate people to action. Try a creative contest or survey.

Include a coupon or special. Give your readers an incentive to call or e-mail you.

Give these a try! Want to subscribe to our newsletter? Call me at 1-800-250-8233 and I’ll sign you up.

On my entrepreneurial journey, while building a successful business, I have come to learn something which is critical to success that I’d like to share here. I believe that most of us are afraid of change – not just negative change, but even positive, life-altering, earning lots of money type of change. It is that fear which results in self-sabotage, complacency, and resistance to growth, both personally and professionally.

I have gone through it myself recently, and had to confront my fears and face them head-on. What exactly was I afraid of? Changing the way I do things, growing my business too much and what that would mean, but most of all, if I am to be honest, my biggest fear was that my beliefs are were all wrong, and that everything in my business – the way it was designed, the way we operate, the way we market ourselves, might need to change. That is very scary!

I sincerely believe that for true success, you must be willing to question everything. Every belief should stand the test of scrutiny. Things that worked yesterday may not work today, and you must be willing to evolve.

Develop a business system based on proven sales methods in your industry, implement it, carry it out, but always come back, analyze its effectiveness, and don’t get emotionally attached to any methodolgy – be willing to change when you need to. For me, that was a lesson well learned.