Website Marketing: What You Ought To Know Before Getting Started (Part 2)
Part 2 of 4. Your IP address is like a physical street address, while your domain name is like the name on your business’s nameplate. You might own the entire building at a given address, or you may share it with others. Regardless of which is the case, the information associated with your address is sufficient for customers to find and transact business with you.
The previous point is crucial to remember. Many businesses think that they need an entire server, when shared hosting is often the better and less expensive choice. Referring back to the previous analogy, it often makes more sense for businesses to rent individual office space than it does to secure an entire building. It also rarely matters to customers, as they can reach your business easily as long as its address is kept updated.
Websites are comprised of webpages, written in a language called HTML. Readable via web browsers on computers, webpages can link to other pages or content via hypertext links.
As such, any business’s first step into online marketing, regardless of type or age, is to build its website. Many businesses make the mistake of selecting a domain name first. This places you at a disadvantage, however, as search engines typically rank pages higher if their main keyword is in the domain name. For instance, our business involving ?SEO? and ?web design? sports the domain name ?AceSEOWebDesign.com.? This helps improve the relevance of search results, as search engines are smart enough to know that a site called ?cars.com? won’t be selling many boats.
Positioning yourself as a specialist is another effective strategy in website marketing. Say, for instance, that you own a business called ?Harriet’s Flower Shop.? ?Flower shop? is a competitive term, and distinguishing yourself may prove challenging. If you enjoy a particular flower, however, it may be easier to position yourself as a specialist in, say, orchids. Once you’ve established success with ?Harriet’s Orchids,? a less competitive keyword, then it may be worth considering branching out.
While some focus is great, take care not to be overly focused. For instance, while focusing on orchids makes sense, specializing on pink orchids is much too specific. Try to find the optimal line between a good specialization that will boost awareness and a tight focus that will exclude you from the market.
And just to reinforce this strategy, let’s answer one question a lot of people ask: if having your keyword in the domain name is important then why do Google and eBay have their domain names? Well, eBay actually used to be “Auctions.com” when it started. And in Google’s case, as well as Twitter and Facebook, they are pioneers and their names became synonymous with what they do. If you think “online search”, Google comes to mind. Think “social network” and Facebook comes to mind.
You can also assign several domains to the same website, though there are several issues worth keeping mind when adopting this process. One of our clients, a Jacksonville Florida insurance salesman named Matt Moss, wanted us to design a website reachable at the domain name ?MossInusrance.com.? We felt that there were three problems with this proposal.
– Having his last name in the domain made it more difficult to sell later should he choose to do so. In most instances, having ?moss? in the domain name would be seen as a negative. Be sure to check out Parts 1, 3 and 4.
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