Welcome to the May issue of Biz Talk! This publication is a free, subscription-based resource from Five Sparrows, LLC, which specializes in new web site development, web site re-designs, and complete online marketing services for small businesses.

We welcome your questions, comments, or inquiries at editor@fivesparrows.com. Enjoy!

Definite "Don'ts" for SEO

You probably already know that in order to get good rankings in the search engines, your web site should incorporate SEO (Search Engine Optimization) elements to ensure that the pages can be read and indexed by the search engine spiders that visit your site. It can be confusing, though, since search engines are constantly updating their algorithms to provide better results to users, while weeding out the sites that are less relevant or violate the rules and “best practices” of SEO. By avoiding a few common SEO mistakes, you can protect your web site from dropping out of sight – or worse, being banned from the search engines altogether.

Here are some definite “don’ts” when optimizing your site for the search engines:

1. DON’T use a Flash-based or Frames-based structure for your web site; these techniques are outdated and are basically invisible to the search engine spiders. Instead, use standards-based layouts that include CSS.
   
   
2. DON’T use pre-canned templates to build your site; they limit your capability to incorporate SEO techniques and can also look like “duplicate content” to the search engines, since multiple sites have probably used the same code elsewhere on the web.
   
   
3. DON’T put outbound links on your web site (like on a resources or links page) without using a “nofollow” attribute, unless the link is directly relevant to your business. Links that point to other sites that have little or nothing to do with yours can count as votes against you in the search engine algorithms.
   
   
4. DON’T use temporary 302 redirects on your web site; instead always use 301 redirects if you must move your pages to another domain or location. 302 redirects can wipe out all the trust that has built up over time for your domain and cause your rankings to plummet.
   
   
5. DON’T use image-based navigation elements on your web pages; images cannot be read by the search engines. Search engines need links in order to find the other pages on your site. Instead of an image-based system, use a text-based or CSS-based navigation system to make sure that the spiders have a clear, organized path to follow that leads them to every page of your site.

The Battle for the Inbox

If you’re like most people, you are probably inundated with email messages filling up your inbox all day long. As a small business, you also probably know that sending out email marketing campaigns is one of the most effective, inexpensive marketing methods available today. So what’s the secret to getting your e-mail campaigns to stand out in the inboxes of your customers and prospects?

There are three key components to any email campaign, and knowing what they are and how to use them can really improve your results. The three components are:

1. The “from” name. This is the most important component recipients use to decide whether they will open an email message or not. If they don’t recognize the “from” name, chances are the message will be deleted or marked as sp@m. Make sure that recipients can recognize your company or product in the “from” name so that they feel confident about reading the email message.
   
   
2. The subject line. A good subject line can spark interest and motivate a recipient to open the message immediately. Too often the subject line is an after thought and created at the last minute, often right before the campaign is launched. The subject line should be written as part of the campaign to ensure it is compelling and introduces the email appropriately. Try to keep the subject line short and specific; typically around 50 characters. Long subject lines can be truncated when displayed in an inbox, and typically do not perform as well as short subject lines.
   
   
3. The preview pane. In addition to the “from” name and the subject line, most users can also see the top portion of the email in the preview pane of their email utility. The size of the preview can vary among different email services and settings, but users can usually see the beginning of the email even without clicking on anything. Take advantage of this feature by making your e-campaigns attention-grabbing and attractive, even with the images turned off. Also, keep the most important information above the fold so recipients can immediately see your offer even if they don’t scroll through the rest of the message.

Email marketing is quickly becoming a standard part of small business marketing, but it can be successful only when recipients are motivated to read the content of the message. By using these three components effectively, you can help your e-campaign stand out in the crowd of messages that arrive in your customers’ inbox every day.

Is Your Site an Online Obstacle Course?

To be successful, a small business web site should lead visitors toward taking action – whether it’s purchasing a product, signing up for a newsletter, or clicking on a specific link – the site should provide a clear pathway for visitors to accomplish a goal. But sometimes, moving your visitors toward that action is harder than it has to be because of hurdles (however unintentional) that can block their path. To keep your visitors following the intended path to action, make sure your site isn’t an online obstacle course.

Natural Scan Patterns

The goal of your web pages is of course to give visitors the information they are seeking, but at the same time, the page must also be attractive and inviting. Using images is a great way to add interest to a page, but be careful. Images can sometimes get in the way of a visitor’s natural scan pattern and distract them from accomplishing the action you want them to take.

Notice Me

Users are so accustomed to skipping over display ads that they can sometimes skip right over an image on your web page – even if that image contains important information. This means that if you have a critical page element, like a call to action or conversion trigger, don’t bury it in an image. Instead, put it at the end of the user’s natural scanning pattern and make it stand out.

Image Placement

The placement of images on the page is also an important consideration. Page elements or content that is buried under the fold (content that a user has to scroll down to see) runs the risk of being outside the user’s natural flow and may be missed altogether. If your call to action is at the very end of your page, move it higher or make sure it is at least repeated somewhere in the top half of the page or in the navigation system.

Obstacle Free

The same is true for video and other page elements that could potentially interrupt the flow of information that leads users to the desired action. Provide visitors with a direct route that follows established scanning patterns, and avoid adding barriers that could distract them from taking action or accomplishing their goals on your site. Your business has something unique to offer, so make sure your visitors have an obstacle-free path to finding it.

Join Us for FREE at The Livonia Business Expo on May 8, 2008

Printable ticket for FREE Admission to: Livonia Business Expo Thursday, May 8, 2008 Burton Manor, Livonia MAP TO EXPO 11 a.m. - 4 p.m. While You're There...

Free admission compliments of www.FiveSparrows.com For more info, email us or call 810-923-1874.

Visit Our Booth to Win! Stop by booth #10 at the Livonia Business Expo on May 8, 2008, and enter to win a FREE Jensen 3.5" Color Touch-Screen Navigation System Navigating to the top of the search engines can also be a challenge for many small businesses. That's why Five Sparrows offers web site and online marketing services - including search engine optimization - designed specifically to help small businesses find their way to online success at a price that fits any small business budget. Stop by booth #10 at the Livonia Business Expo for your chance to win, and be sure to print out the online ticket above for FREE admission to the show.

Biz Talk is a Free Publication of Five Sparrows, LLC

Five Sparrows is a Michigan web site development firm and search engine optimization provider offering a complete line of web site marketing strategies and services designed especially for small businesses.

Because Five Sparrows specializes in working with small businesses, we understand their specific needs and challenges.  We offer a full range of products and services at a fraction of the cost of what traditional marketing and web site firms charge, all designed to help small businesses get a big-company presence on a small company budget.

Our services include web site development and re-design, online shopping, search engine optimization, e-newsletters, email marketing, search engine reporting & monitoring, and more.

Contact us today at editor@fivesparrows.com, or call us at 810.923.1874 to see how we can help your business!

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