Page 283 - Duct Tape Marketing

267Chapter 16: Tapping the Internet’s Marketing Power

ߜ Avoid splash (entry) pages.
ߜ Avoid the use of frames.
ߜ Devote one page to a comprehensive site map.
ߜ Keep pages focused; write new pages for divergent subjects.
ߜ Don’t use spamming, keyword stuffing, or cloaking.
ߜ Build a network of incoming links from other sites to your site.

Building your Business With Google For Dummies offers other valuable advice,
including the suggestion that you test your keywords at www.wordtracker.
com. This is a paid service, but it offers a free trial after which you can sub-
scribe for periods ranging from one day to one year.

Another free resource is the Google Keyword Sandbox. Go to https://
adwords.google.com/select/KeywordSandbox, enter a general keyword
or phrase for your business or product, and see a long list of related terms
to consider. The tool is for Google AdWords users (see “Advertising Online,”
later in this chapter), but nonusers can benefit from it as well.

Promoting your site

The launch of your Web site should begin an intensive effort to integrate your
site address into all your other marketing efforts.

Start by coattailing on all communications that your business currently sends
into the marketplace. Use this checklist:

ߜ Your letterhead, order forms, invoices, fax cover sheets, envelopes, and
especially business cards.

ߜ Your building sign and other promotional signs.
ߜ The closing paragraph of news releases (see Chapter 15).
ߜ The signature of your e-mail messages.
ߜ In ads and brochures. If your marketing includes an emphasis on televi-

sion and radio advertising, try to choose a Web site address that is easy
to hear, understand, and remember. Think about the difference in recall
between www.cookiesncream.com and www.cookies.com.
ߜ In your voice mail message.