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These days, every business needs an internet presence. Whether it's a one-page website with just your contact details, or a complex, multi-level site with articles, recommendations, customer reviews and case studies, a website is absolutely necessary to avoid invisibility in the current market.
Once you have a site, you want potential customers to be able to find it, and for this you need to rank highly in the search engine results. Setting up your website in such a way that it will appear in search engine results is called Search Engine Optimisation, or SEO.
Content and Keywords
The most important, thing to do is look at the content of your website. The words you use are the words that Google will analyse to judge what position in the search results you appear in. You really need to be in the top 10 – few people click through to the 12th page of results to find a local plumber. So you simply write about what you do. Consider the key words that customers will search for, and make sure you have included them in the text of your site.
Don't stuff these words in in an unnatural way, and hire a copywriter if you struggle with making it articulate, but using keywords appropriately will make the world of difference to your rankings.
Backlink Building
The next thing is backlinks, i.e. when other websites link to you. Search engines consider this to be a kind of recommendation, so the more sites that link back to your own, the more authoritative you are considered to be, and the higher in the search results you will appear.
Some backlinks will appear naturally, but there are other ways to create more links back to your website. Add your site to business directories online. These have website listings categorised into groups, and they can also lead customers directly to you. Another technique is to comment on relevant blogs and forums with useful information and tips, making sure they are genuinely useful contributions, not spam.
Social Media
Setting up a Twitter or Facebook account will provide not only backlinks to your website, but a whole new way of communicating with your customers. You can let them know of special offers or new products, and deal with any customer service issues transparently and openly.
These are all important ways to provide traffic to your website, and as long as the site looks professional and reputable, this will almost certainly lead to new customers. A small investment in your website can lead to ever-increasing returns, and soon you will not know how you survived without it.
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