Your target audience
Regardless of whether you're planning a web presence, a referral site or a fully-fledged e-commerce site, websites are about communication. The question is: who are you communicating to?

The answer is, of course: the audience for whom you intend it. Your customers, your readership, whoever you wish to view what you have to say. Your target audience.

However, just as an effective salesman would never launch into a sales pitch without considering who he's talking to and what his or her purposes, perceptions, biases and hesitations might be, websites are not just a one-way channel to mega-blast advertising at entranced visitors. And, although the prospect of advertising to millions of captive shoppers may seem like a dream come true (it is), there's nothing about the Web that makes people suddenly lose their critical faculties - nor those purposes, perceptions, biases and hesitations. In fact, websites have some special hoops to jump through in order both to attract customers and convince them to read, buy, subscribe, etc., from you.

Because, as anyone who's ever surfed the Web knows, there's nothing "captive" about Web surfers; just like shoppers in a bricks and mortar store, they can always leave - only more easily.

A word about Internet advertising: people sometimes think, because they can reach "millions of people" on the Web, that the answer is simply to target "everybody". Well, "everybody" is not interested in your product. How often have you been surfing the 'Net to find a local store and, during your surfing, also purchased a car, a printer, and some socks? This kind of broad shooting is not effective; at the least, if it is to be done well, it can be astronomically costly -- and quite overshoots the potential customers looking for your product or service who could be reached with far less effort and expense.

Finding your target audience
The idea is to meet those people looking for your product or service with your presentation of your product/service -- and one that will convince them to buy from you.

Who are your customers?
What kind of presentation would seem "right" to these particular people?

Those are the two basic questions: who buys your product and service, and what approach, look, appeal would seem "right" to them?

These questions alone open the door to designing more effective websites, advertising and promotional materials that appeal more specifically to your target audience. Think they're all the same? Consider the difference between an online stock brokerage company and a children's game website

Plan a website
for your targeted customers. We need to know who your customers are.

Many of your potential customers are searching the internet looking for your products and services and the initial planning stages of your website should reflect this.

We'll go looking for them and put strategies into place to ensure that they find your website - if we bypass the planning process your website may just float around in cyberspace forever. Get a website that works for you.

How can I create a Google-friendly site?
Things to do. The Google webmaster guidelines provide general design, technical, and quality guidelines. Below are more detailed tips for creating a Google-friendly site.

Give visitors the information they're looking for
Provide high-quality content on your pages, especially your homepage. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site. In creating a helpful, information-rich site, write pages that clearly and accurately describe your topic. Think about the words users would type to find your pages and include those words on your site.

Make sure that other sites link to yours
Links help the search engine crawlers find your site and can give your site greater visibility in the search results. When returning results for a search, Google combines PageRank (their view of a page's importance) with sophisticated text-matching techniques to display pages that are both important and relevant to each search. Google counts the number of votes a page receives as part of its PageRank assessment, interpreting a link from page A to page B as a vote by page A for page B. Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."

Natural and Unnatural Links
Keep in mind that the Google algorithms can distinguish natural links from unnatural links. Natural links to your site develop as part of the dynamic nature of the web when other sites find your content valuable and think it would be helpful for their visitors. Unnatural links to your site are placed there specifically to make your site look more popular to search engines. Some of these types of links (such as link schemes and doorway pages) are covered in the Google webmaster guidelines.

• Only natural links are useful for the indexing and ranking of your site.

• Make your site easily accessible. Build your site with a logical link structure. Every page should be reachable from at least one static text link.

Test your site
We use a Lynx View text browser to examine your site. Most spiders see your site much as Lynx would. If features such as JavaScript, cookies, session IDs, frames, DHTML, or Macromedia Flash keep you from seeing your entire site in a text browser, then spiders may have trouble crawling it.

Consider creating static copies of dynamic pages
Although the Google index includes dynamic pages, they comprise a small portion of our index. If we suspect that your dynamically generated pages (such as URLs containing question marks) are causing problems for seach engine crawlers, we'll create static copies of these pages and add your dynamic pages to your robots.txt file to prevent search engines from treating them as duplicates.

Things to Avoid
Don't fill your page with lists of keywords, attempt to "cloak" pages, or put up "crawler only" pages. If your site contains pages, links, or text that you don't intend visitors to see, Google considers those links and pages deceptive and may ignore your site.

Don't feel obligated to purchase a search engine optimization service. Some companies claim to "guarantee" high ranking for your site in Google's search results. While legitimate consulting firms can improve your site's flow and content, others employ deceptive tactics in an attempt to fool search engines. Be careful; if your domain is affiliated with one of these deceptive services, it could be banned from from a search engine index.

Don't use images to display important names, content, or links. Google crawler doesn't recognize text contained in graphics. Use ALT tags if the main content and keywords on your page can't be formatted in regular HTML.

Don't create multiple copies of a page under different URLs. Many sites offer text-only or printer-friendly versions of pages that contain the same content as the corresponding graphic-rich pages. To ensure that your preferred page is included in the search results, you'll need to block duplicates from the spiders using a robots.txt file. For information about using a robots.txt file see Information on blocking Googlebot

Let's put our heads together and get your customers onto your website so they can order your products or services.

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