Many people overlook an important method to boost your rankings with the search engines. Google looks very closely at the sites that link to your site to determine the value of your site, these links are called “back links”.  Back links are web links that point to your site.  For example most businesses are members of  their local chamber, and thus usually listed in the chamber’s business directory. Thus your local chamber has a back link to your site.

TIP: Double check the chamber site and make certain the information is accurate and complete.

When the search engines spider the chamber site they will also discover your web address. You now have a link from the chamber site to your site.  In theory the higher the number of links the better, EXCEPT quality matters. Links are similar to “votes” for your website.  It’s better to have the NY Times post a favorable review of your restaurant, then 10 local bloggers, so it’s really quality over quantity. In fact it’s possible to be penalized for “low quality” back links.

Google analyzes both sites for relevancy as part of its algorithm to determine ranking. Example if a dog grooming site links back to your restaurant site, this is obviously a lousy link.  However, if a hotel or a local wine store links to your site this would carry more weight.

It’s easy to check the number of links to your site, just go to siteexplorer.search.yahoo.com/

We all want to be on Page One.  In the case of Google, many companies with aggressive salesmen and marketers devote huge budgets to make certain their site ranks number #1 in Google and other search engines, regardless of its relevance.  Although Google is aware of the money that is being spent to increase the rankings of individual companies, Google’s overriding concern is its dedication to providing the best possible search result in the least amount of time for its viewers.

In pursuit of a more efficient search, it did not take Google long to realize that two out of every five searches are “local”, meaning that they usually pertain to a particular place or location.  Examples might be a dentist in New Haven, a ski resort in Telluride, or a place that delivers pizza in Madison.  Consequently, Google created a subset of its regular search called “Google Local“, and incorporated it into google.com/maps.  Although most of us are accustomed to using Google maps, not all of us take advantage of Google Local for searching.

To illustrate this enhancement, let’s first examine the results from a regular Google search.  Spring is coming, so I decide I want someone to wash the windows in my house.  So I type in “window washers madison ct”. The first listing is, thankfully, a window washer; but the second one is a real estate company in Madison, and the third a confusing listing of windows washers from all over New England.  Advancing to the next pages show me an additional jumble of other window washers and real estate firms. These links do little to satisfy my request for a window washer in Madison CT.

Now compare these results to searching efficiently. 

I surf over to http://google.com/maps and type in “window washers madison ct”.  Voila, a list of window washers located in Madison CT is displayed, along with their address and telephone numbers.  Let’s try another search using this new feature of Google, “pizza madison ct”.  “Village Pizza” located in downtown Madison pops right up, and that guy doesn’t even have a website!  Why is he listed #1?  Because Google Local works hard to deliver relevant content.  Unlike my previous search results, how is it that these results are so focused?  The reason is that much of what is found on the Internet comes from “aggregator sites”, information that is automatically downloaded from other websites similar to the Yellow Pages.  Google Local solicits pertinent information from business owners.

In order to produce more precise search results, business owners are encouraged to fill out a business profile, thereby giving them control over what Google will display. By allowing business owners to create and upload specific information, Google Local provides accurate, meaningful and relevant information to its viewers.  Moreover, the business does not have to have a website; it can use Google Local as a free method to strengthen its presence on the Internet and increase business.

In order to be listed on Google Local, business owners can login, create, or edit existing business information. They can edit the address, phone number, add a fax number, email address, web address and even create a short description of the company. They can tell Google which category to list the business under, such as restaurant, dentist, garden supplies. Hours and methods of payment can be listed, and there is even space for photos, videos, and money-saving coupons. For many small business this information could even suffice in place of a website.  And this service from Google is free. To verify the accuracy of the information Google sends an authorization post to the business address or a computer call is made to the business telephone numbers.

But today, I am not in my office, my laptop is not in my car, and I need to get the job done by the weekend.  So I text the message “window washers madison ct” on my cell phone number and sent it to Google, and within seconds my phone rings me back with the names, addresses and phone numbers of window washers in Madison.  Wow, I am saved.  Windows will be washed by Saturday!
I strongly recommend that local businesses setup these accounts with Google. It’s very easy to do: once you are on http://google.com/maps locate your business and click on “more info” . Your business will come up. Then you will can click on “Business Owner” which will appear in the upper rigth hand corner to edit.  You can upload relevant text about your store, your website, email, phone number etc. You also can upload pictures, videos and even post coupons. Now it will be easier for people to find your store and traffic to your site will increase.

It’s easy to setup a simple Google Adwords account, but a couple of important topics need to be discussed;

1: Turn of content network

2: Double check the area your ads will be displayed. On of my customers had their ads setup to be displayed throughout The United States

I waited to long to download a beta version of Swype,  so I’m using a trial version of SlideIt. Love it, it’s great. Now idea how it works, but it DOES !!

Your restaurant menu is perhaps the most important part of your site, make certain it looks “appetizing”. We have  a great little app that handles all aspects of creating a create menu on line. Allows you to upload images, descriptions etc. Very easy to use.

Web creditiblity is important for an effective site.

In many cases a person is visiting your site for basic info, directions, hours, phone number etc. An usually they are an existing customer, so don’t make them mad by forcing them to hunt for this information. Or worse NOT even have it on your site.

Title tags are perhaps the most important part of your on page SEO tactics. I made a change for a customer years ago, took about 2 minutes. Years later they are still ranking #3 for a very popular search term.

“All men are children, and of one family. The same tale sends them all to bed, and wakes them in the morning.”
- Henry David Thoreau