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Building a Smart Website

By George Carson



The age of digital media is stronger today than it was just two years ago, actually it is stronger than it was just ten months ago. You need to understand how to be an effective marketer to promote your website.

It is not a secret that the search engines (Google, Yahoo, etc.) continually modify their algorithms so that we as developers, designers, and marketers are constantly seeking better methods to attract customers.

Branding has and will remain a constant. In order to be an effective brand it is required that we understand how the current process works to make sure your website is built smart.

Some of the things to be concerned about for 2012 are the following:

� Build brand links rather than anchor texts. This includes posts, articles and whitepapers that are relevant.

� Sub-domains had become a no-no for the last few months with SEO�s. Now things are changing again. For example, Google is treating sub-domains as internal links rather than independent URL�s. That means as you build sub-domains, be sure to target your keywords while naming them. This will improve your rankings.

� Content is still king. Knowing this, you should choose wisely the links to your site. Be sure that they are solid sites with good content.

� Contextual links are still very powerful. Base these on the following:

-          Appropriate anchor text

-          Content quality and relevancy

-          Place links within the content and surround them by the content in the site

-          Contextual links will drive more visitors to your website

� Back-links are good when done correctly. You can build back-links through blogging, forum participation and press releases.

In addition, you need to make sure that your website is easy to navigate, has no broken links, and has a site map.  It should go without saying that the site should to be clean in design and not look too colorful as if it was for a circus. As much as this may seem obvious, just do some web surfing and see how many websites violate this now accepted rule. Maybe that is why they are not well visited or ranked very high.

And, in keeping with the digital age, make sure that your website is device friendly.  Meaning that it will operate on all forms of handheld devices (smart phones, tablets, etc.) as well as different browsers.  It also helps to stay in touch with new and current trends such as qr codes. Although this could be overused, it is good to know that qr codes can be text messages as well as links to your website.  Use them as often as needed to keep active customers in touch with your company.

And finally, once you build that smart site, do not let it sit for several months without updating or modifying the content.  It is very important to have an active site.  If not, then the SEO�s  will quickly decrease your rankings, and it will be difficult to regain the position that you once held.

George Carson is a Fellow of The Business Forum Institute  and he has been active in the advertising arena since 1973.  He has successfully developed unique concepts, programs, designs and corporate campaigns for a variety of local, regional and national accounts.  He founded his own advertising and publicity firm in 1980. Since that time, he has provided the marketing and publicity services to a wide range of clients including: Jeep Corporation, Sir Speedy Corporation, Yamaha Sports, Regal Medial Group, Bell Brand Foods, Laura Scudder�s, CBS radio, Uniden LPGA Golf Tournament, the City of Orange, Universal Studios, Snak King, ASICS sporting goods, La Reina Family Brands, Partition Specialties Inc., MVP RV, Yamaha Music Schools, Encryption Solutions, Inc., McMahon�s RV, amongst others.  As a designer in Los Angeles, California, George co-founded a design studio where he created materials for a variety of television shows and motion pictures: including: �The Sting�, �Kojak�, and �Lombard and Gable�. He also developed campaigns for Kenny Rogers, the Osmonds, Kentucky Fried Chicken, Budget Rent-A-Car, Transamerica and Occidental Life. George holds a Bachelor of Arts in Graphic Design with minors in English and Photography from Cal State University of Long Beach.

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