How is a business website like a bricks and mortar business?

The internet is your businesses gate way to the world & giving you access to customers from all over the world & can catalyst your business into realms you could once only dream of…..
So why is it all so complicated?

Why does it all bamboozle me?
The easiest way to think of your business on the web is as follows in simple terms & that is how I am going to try & keep the website & blog an easy to use resource for small to medium sized business owners.

Once over I was in the same position as you are now, a rabbit in the headlights confused by all the glare & brightness from this massive light of the world wide web, five years & many many late nights burning the candle at both ends learning from course after course that I purchased spending thousands of pounds in the process & from connections I have made from all over the world & local business owners close to myself, I am now in the position to reach out & help you the small to medium sized business owner to create a professional online presence for your business.
The best way to think of the internet is in the same way as you would a bricks & mortar business but in a more techy way, let me explain…

Domain Name
So your web site address or domain name as it is known is like your shops signage above your display window on the high street, this helps grab the attention of the passing customer & get them looking at your business or service and looking in your shop window, so you need to thing long & hard about your domain name as it should be something relevant to your business or service as this is going to act as the main initial call to action for your customer to pick your website to look at from the many websites on the internet, time to start writing down some ideas & do a bit of brain storming.

Key Words
Key words, this means the main or important/relevant key words that relate to your business or service that you provide & that will be relevant to what your potential customers will be typing into Google or other search engines to find answers to their problems or needs, the correct selection of key words you need to put into your website is imperative as these are going to be what brings customers onto your website & looking at your business.
Therefore keywords are the online equivalent of a shops window display of goods that show a potential customer what your business sells or can provide, And entices your potential customer to come in through your door & have a closer look at what you have on offer for them, get that note pad back out & start thinking about what your companies key words would be in relation to your products or service you provide.

Long Tail Keywords
Long tail keywords have the same purpose of key words to bring the potential customer onto your website & not your competitions, the difference being that a long tail keyword has more than one key word in it hence why it is called long tail.
An example would be that you are a garage owner so a key word would be “Service” and a set of long tail keywords would be “Vauxhall Astra Service”, so if your competitors web site just had the keyword of “service” in it & your web site has Vauxhall Astra service in it & the potential customer types into a search engine “service my Vauxhall Astra” your website would come up in the search listings before your competitors as yours has three of the entered keywords that the customer has typed in & is more relative to their search, so the search engine believes yours is a better match & would help their customer answer the problem that they are looking for a solution for over & above your competitors website.
It is a bit more complicated than that as to the full reason of which website will come up first in search engine listings but key words & long tail keywords do form a very important part & are one of the first things we will discuss when designing a website for a client.
Time to get that pen & paper out again & jot down some strong long keyword selections for your business, brain storm, brain storm, brain storm.

S.E.O = Search Engine Optimissation
S.E.O or search engine optimisation is like putting big sale signs up in the shop window or creating featured product stands at the end of every isle in your shop, or having them tv screens that play promotional loops for the products on the shelves underneath them normally JLM products etc.
Basically its creating interesting articles & posts relevant to your business or service & then using tactics to highlight them to increase the attention of the search engines such as google so it increases your sites perceived importance to these search engines & then makes them display your website before your competitors within the results page after someone has typed in what they are looking for.
Off you go on your brain storming session again, Think what service or product do I have that I can do an interesting article/offer or post on that will bring people to my website & make them stay & purchase something or contact me?
Pictures or testimonials or reviews all make interesting reading for potential customers & make them stay on your website longer, this also increases the websites perceived importance/relevance to the search engine in reference to the product or service it relates to, so it will be shown to more & more people that type in them magic keywords that relate to your product or service that we have already spoken about.
Time for a cup of tea?

Or are you getting into it now & your mind is spinning at a million miles an hour full of ideas?
Ok so lets carry on with the jargon busting simple explanation article.
So now we have looked at domain name, website keywords, long tail key words & seo or search engine optomisation, the next part is all related to the above & it is called bounce rate, this is the amount of time that someone spends on your website or certain pages within your website before leaving & moving onto another website to find the answer to their problem or search topic because your website hasn’t answered it.

Bounce Rate

All the previous sections are relevant to bounce rate because if you get them wrong then you are going to end up with a high bounce rate & the search engines will start penalising you & push your website further down the search results & below your competitors, as they will believe that people are leaving your website because it is not relevant to the product or service you are saying it is.
Back to the high street example, it’s like having a display of pots & pans & kitchen ware in your window display, but then when the customer comes through the door to look around for a new pan you actually only sell shoes & the rest of the shop is full of shoes, they will quickly think, well that was a con just to get me in & looking around & leave your store sharpish & maybe even tell people coming in not to bother & will then go looking further down the street for a shop to fulfill their pan purchasing needs.
A bit of a harsh over exaggerated example I know but do you understand what I mean? The search engines will use the bounce rate to decipher that is what you are doing with your website & falsely getting people to look at your site for irrelevant products or services, making them leave quickly & go searching further down the results for what they are looking for.

I hope this post has helped relieve some of the worries you had & put a website into terms you can more relate to with the above business related examples, look forward to seeing you on the next post, until then happy brainstorming & if you would like any more advice just get in touch through the contact page.

For now

James