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Promotion is another important component of a successful Web site. Contrary to popular belief, building a terrific Web site is only the first step to success on the WWW. Once your site is complete, it is imperative to let the Internet community know that it exists. Otherwise, what is the point? After all, you didn't go to the time, trouble, and expense to develop a Web site only to let it sit on the WWW without any traffic, did you? Of course not. There are a variety of ways to proceed with WWW site promotion; we will discuss the most popular and effective methods below.

Search Engine Registration
Perhaps the most effective method of promotion is search engine registration. Although search engine placement is dependent upon a variety of factors, the majority of popular search engines rely on META tags for indexing sites in their databases. Essentially, META tags are keywords and descriptions about individual pages of a WWW site that are "coded" into the underlying framework of the pages. Content on your site is also important with respect to search engine placement.

The drawback of promotion through search engines is that registration is a tedious process. Your site must be individually submitted to each search engine for which you want to be registered. In addition, not all search engines will "spider" your site - they are not all capable of determining the hierarchy and registering each page within your site. This means that in some cases, each individual page of your site must be registered individually. Changes to your site can also necessitate re-registration. Finally, your WWW site must be re-registered occasionally to achieve better placement.

What to do? Well, there are a variety of answers. There are many search engine submission sites, some companies offer submission service software, some individuals have developed automated submission services (many which can be used on a limited basis for free), and of course manual submission with each desired search engine is the surest bet.  However, these options still consume valuable time. Let Infinity Web Design handle your search engine registration needs. See our Services for several Search Engine Registration Packages we offer.

Some words of caution to those considered hiring an outside agency for search engine registration. Be cautious before using a company that promises to register your site with 200+ search engines for a ridiculously low amount, such as $9.95.  While there are many reputable companies offering search engine registration services, beware that some registrations may be with undesirable sites such as free for all links, adult sites, etc., and that SPAM is a very likely result of registration in such places. Know who your site will be registered with. Also be leery of any company who "guarantees" top placement in the search engines as this simply cannot be guaranteed. 

Many registration with desired search engines is strongly advised and encouraged.

Opt-in Marketing/Newsletters
Although the vast majority of Web designers invest a great deal of time registering sites with the more popular search engines, many now also embrace opt-in marketing techniques. Opt-in marketing is a terrific way for Web site owners to keep in touch with visitors. 

Typically, owners send out a newsletter or e-zine to subscribers on a regular basis. This type of site promotion is far different from SPAM, because only those who sign up for the information will receive it. Newsletters, e-zines, and other methods of communication are good "netiquette" because they remind visitors to return to your site, you are guaranteed an ideal "target" audience (they have already visited your site and liked it enough to sign up for the newsletter), and they allow Web site owners to maintain communication with visitors.

Targeted Mailing Lists
Along the same lines of opt-in marketing or staying in touch with visitors through newsletters, site owners may also advertise their site in another business' newsletter.  Rather than generate your own newsletter, which can be a bit time consuming, you simply piggyback on someone else's newsletter with advertising for your own site.  This is a relatively inexpensive way to promote your site to your targeted audience.  This method also reaches an audience that perhaps has not already been to your site, whereas staying in touch via a newsletter tends to emphasize repeat visitors.  Cost of this method usually correlates with the size of the newsletter readership. 

Banners
There are a variety of banner advertising options that will help you promote your Web site. One popular option for banner advertising entails paying a monthly or annual fee for a banner at a particular site. The cost for this type of advertising is directly correlated to the popularity of the site - more traffic equates to a higher cost to display your banner. Typically you would select sites within your same industry, so that you are more likely to attract customers who will be interested in your site and receive the desired result - increased traffic to your site.

Another banner advertising option is banner and link referral programs. These typically entail "pay for clicks" programs whereby you offer Web site owners incentive to feature a banner for your site. In exchange, you offer to pay them for each "hit" that you receive as a direct result of your banner on their site.

Finally, one additional banner advertising option entails banner exchange programs. These programs typically offer free memberships. Members display a banner at their own site in exchange for the display of their banner on another site. A word of caution: pay particularly close attention to exchange ratios - many of these organizations use the banner space to display an inordinate number of their own banners. Additionally, free banners can cheapen others' perception of your site.

Links & Reciprocal Links
Reciprocal links are another way to help promote your site. Links leading to other sites demonstrate confidence in your Web site, and links within your Web site make it a more interesting place to visit.  Take advantage of the many opportunities offered by the  WWW by including links to other relevant sites to encourage reciprocal links and repeat visits. It is within the boundaries of good "netiquette" to request a link at another site if your link would contribute to the overall value of that site, particularly if you are willing to reciprocate with a link on your own site.

Another option within this category is "free for all" links pages. A word of caution is in order though: these types of pages are typically frequented by spammers, adult site promoters, and "get rich quick" schemers. In addition, completing these forms can often be as time consuming as some of the better methods mentioned on this page. You are encouraged to place your valuable resources elsewhere.

A Final Word
Infinity Web Design can help you with all of your Web site promotion needs including registration in popular search engines, opt-in marketing strategies, arranging banner advertising, and even submitting link requests at appropriate sites. Please refer to our Services page for further details, contact us with additional questions you may have, or complete our online Request Form to discuss your web design project needs.