Step 1: Preparation - Prepare your website
for the search engines
This is a critical phase where elements such as keyphrase selection
and web page optimization come into play. Whether you have a website
already or not, this is where you need to start. Your site must be
prepared and optimized to ensure that when the major search engines
and directories visit your site, they index it properly and favorably.
Step 2: Popularity - Establish a network
of incoming links from other sites
It is crucial that you establish plenty of quality, relevant links
to your site. This typically means approaching websites in your industry
(be they indirect competitors, vendors, suppliers or directory owners)
and asking for a link, or offering to exchange links. Having strong
initial link popularity greatly increases the chances that the major
search engines will find you before you even let them know you're
out there. During this phase you should also consider purchasing
pay-for-inclusion memberships at some of the major directories.
Step 3: Broadcasting - Let the search engines
and directories know about your site
This step is essentially web site submission. You should be submitting
not only your site, but all pages within your site to the major search
engines and directories. You can do this both manually and automatically
(if you have the tools).
Getting listed with the major players typically takes anywhere
from 2 to 12 weeks. As such, you should continue this step until
all your pages are indexed on all the search engines. But be careful:
once a page is indexed, don't keeping submitting it to that search
engine; your work there is done.
Step 4: Advertising - Purchasing of targeted
visitors across the web
This step involves elements such as pay-per-click campaigns, newsletter
ads, website ads, etc. Depending on your budget, this step can be
as expensive as you choose. So long as you invest in the right programs
and design your ad copy properly, you stand to make an excellent
return on your investment here.
Step 5: Monitoring - Keep an eye on your
site's standings
Often the most overlooked step, you need to be very vigilante of
how your site is performing in the eyes of the search engines. Have
your keyphrase rankings increased? Decreased? When? Why? Tracking
and charting your progress is extremely important to measuring the
effectiveness of any changes you make to your promotion campaign.
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