Promoting your author website

Promoting your author website

Promoting your author website

Building the site is only half the battle, of course. You've still got to persuade people to visit it. There's a whole science around getting high rankings in search engines but at its core are a few simple ideas.The first is to make sure your site is easy to navigate so that search engines can find their way from page to page. If you use a link checker likewww.linkalarm.com (costs US$0.01 per page checked), it will show you which pages a robot can find on your site: it should be all of them. Sophisticated animations can sometimes stop search engines getting in, so make sure they're used as added extras and are not required to explore the site.It's important to use the kind of words in your site that people might use if they're looking for your content. Don't overdo it, otherwise search engines will think you're trying to trick them and might ban you, but do try to incorporate popular search keywords where they belong in your text. Google has an advertising system called Adwords that enables you to put adverts against search keywords. You can create a dummy advertising campaign to find out which keywords are most frequently searched in Google.Search engines will understand that words in headlines are more important than other words on the page, provided you create your site so that they know what a headline is. This is something your designer will do behind the scenes for you if you ask them to use structural mark-up.

Perhaps the most important thing you can do to improve your search engine ranking is to get people to link to your site. Many search engines (including Google) consider a link to a website to be like a vote for its quality. Usually you'll have to give a link back to another site if you expect one in return. Avoid any bad neighbourhoods (decline invitations to exchange links with casino sites) and court one-way links into your site where possible. You can useGoogle's free toolbar to see how important Google thinks a webpage is (shown by its PageRank). Links are worth more to you in Google's eyes if they come from pages with a higher PageRank. The best links are those that real people will see and use to visit your site, and which search engines will also consider a good vote for your quality.Search engines will eventually stumble across your site if it has lots of incoming links, but it'll take some time. Most search engines will let you tell them about your site so that they can consider indexing it. For Google, which currently accounts for most web traffic, this is free. Some search engines will charge to include your site, but will probably only deliver a fraction of the traffic that Google does. There are lots of services that charge to submit your site to lots of search engines in one go, but these are best avoided. Some search engines get shirty if you submit too often, and the submission services are often out of date. It is time-consuming, but it's an important enough job to justify visiting each of the search engines in turn (including Google, Yahoo, and MSN) and finding out how to submit. Look for 'Suggest site' or 'Add URL' links in the 'About Us' or 'For Webmasters' section.

As well as trying to find new visitors, it's important to look after existing visitors. Create an email newsletter to keep in touch with them . Give them downloads as a souvenir of their visit that incorporate your website address, such as book chapters, pictures for their Windows background, or reference sheets. Ask them to bookmark your site and make sure you update it regularly so there's something to come back for. They say that people need about seven exposures to something before they will buy it and by making a site that people will return to, you can increase your chance of making a sale.

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