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Your online presence is an extension of you and your business. It should be an intersection of form and function and above all else, a well-managed reservoir of expert content. Once you have a great online presence in place, you probably want some people to see it! If so, you will need to know a little or a lot about html, linking, SEO and even marketing/public relations to increase your visibility. Below are two quick checklists to raise your site a few notches and help you avoid some of the common pitfalls.

 On the Web side:

  • Is your website easy for customers to navigate and find information quickly?
    • Create organized and intuitive categories, tabs, and links
  • Is your company’s branding strongly emphasized on your site?
    • Invest in non-template graphics/logo
    • Make sure themes and logos are consistent on all pages
  • Does your website encourage customers to stay and learn more?
    • Brainstorm ways for creative interaction
    • Ensure content is useful and updated
    • Use multiple forms of content: video, photos, text, podcast
  • Does your site encourage visitors to develop a relationship with you?
    • Create engaging and astute content
    • Enable comments and feedback forums
    • Ask for comments and feedback
    • Entice visitors to opt in to a regular e-newsletter
    • Mention or praise your visitors — and their business

 On the SEO side:  

  • Do you know the most important ways to optimize your site for Google and boost page ranking (the order in which your site appears in a web query)?
    • Get high-traffic sites directing to your site (this is where marketing and pr can come into play)
    • Use powerful, creative SEO terms and tags
    • Make your site the “hub” for your multi-tiered online presence
    • Create valid, transparent content and publish it on the Internet

Did you know that employing “black hat” techniques could be hurting (not helping) you in search results? Here are some “don’ts” to help you stay on the “white hat” side of the web.

  • Don’t create blogs whose main purpose is to link back to your site
  • Don’t use “hit boosters” or link farm services
  • Don’t use non-related keywords to boost ranking
  • Don’t use sites like Wikipedia unethically or against the terms of service
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