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Want to ensure people in Maryville, Knoxville or Sevierville find your store’s website? It really isn’t that difficult if you follow a few simple steps.

Build it right … with the right stuff

When it comes to the correct way to build a website (technically speaking), you have to use the right technology for the features you want. You also have to make sure it is constructed in a way where your goals are accomplished. (Goals like good search ranking, easy navigation for visitors, easy purchasing system, etc.) Those are several reasons why the first point (Get Help, above) is important.

Oh, and if you want current or prospective customers to visit your website, make sure you’re building the stuff your customers will actually use. (Try asking them.)

Search Engine Optimization

I have two rules for you about web design / development companies and search engine optimization (SEO):

• If they don’t talk to you about search engine optimization and how they are going to help consumers find your company online, fire them. 
  
  
• If they don’t talk about keywords with you before they start integrating content on your website, fire them.

Pretty rough sounding, I know. But SEO is so important. The site has to be structured properly, contain the right keywords and be worded correctly to be relevant (from a search engine’s point of view). You also need to have inbound and outbound links, quality (original) content and kept updated regularly in order to rank well. (Amongst many of the good practices for search engines.)

Get listed

Getting your website included in search engines is of utmost importance. It may take a little time initially, but it isn’t that hard. But, the ultimate goal of getting listed for a local business is (you guessed it!) … to get in front of consumers doing local searches. Making sure your site is optimized for search engines is critical. However, you also need to take advantage of local business links  from companies like Google , Yahoo and other local search engines.

Provide useful (and relevant) content and keep it fresh

Nobody likes a site that isn’t kept up to date or doesn’t have useful information on it. Search engines like sites that are regularly maintained with content that they think their users are going to find useful. Your content needs to give the search engines that impression. Here are a couple of guidelines … your content should reflect:

• Your locale (Knoxville, Maryville, Sevierville, etc.)
• Your services or products (Air conditioning, car repair, coaching)
• Words that consumers use to find your products or services in your locale (Maryville, TN car repair … not just car repair)

And, don’t be afraid to get creative with your local content. You would be surprised just how much traffic a Google image search or YouTube video could bring you.

Get help

Hire someone who knows what they are doing and has a good reputation. Yeah, it may take time to find the right one, but it is worth it. Ask friends or other business owners, or call around to some local organizations … you might find out some good information.

Also, you don’t have to pay a fortune. (Yes, I know the last guy you talked to already said you would. Yes, I know he’s your wife’s, best friend’s cousin.) Buying the services to have a web site built is like buying a car. You pick out the type (make/model) and the services (features/amenities), then they give you a price. If you don’t like the price, go check another shop. If it’s in the same range, maybe you need to re-think your requirements.

So there you have it. Have comments, leave them below. Have questions, let me know.

image: Gwire

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Do you have questions about what how you can leverage the Internet to improve your customer experience and boost your company's performance? Just ask.