Unless your marketing budget allows you to diversify your online strategy and reach your prospects in different ways, your organic search engine visibility will be your main tool for traffic generation. There are a number of rules to follow in order to optimise the traffic potential of your venture:
- Choice of keywords and keyphrases: KEI stands for Keyword Effectiveness Index, it compares the number of times a keyword is being searched on any given search engine with the number of competing web pages using the same words. This index will single out the most effective keywords for your site.
- Internal links: Search engines use crawlers to find the sites they index. Your aim is to ensure every single page of your site is found and indexed correctly. This is only possible if the crawlers stay on your site and "bounce" from one page to another using easily accessible internal links.
- Inbound links: Search engines rank websites according to their online credibility. The best way to achieve this credibility is by having other websites to put a link into one of your pages. This can be achieved through an affiliate program, which can be expensive, or a carefully targeted PR campaign.
