So you have a website and have made investments in getting it online on the Internet. But does it give you the results that you had thought of? Is your website adding up to your business or is it reaching out to your target customers?

After establishing a great website, however, you need to drive interested consumers to your site in order for it to have an impact on your business bottom line. Search Engine Optimization, or SEO, can be useful in bringing more targeted customers to your business website and SEO can help improve the conversion rates as well. Conversions are interpreted differently by individual marketers, advertisers, and content creators. To online retailers or e-commerce websites, a successful conversion may mean the sale of a product to a consumer whose interest in the item was initially sparked by clicking a banner advertisement. To content creators, a successful conversion may refer to a membership registration, newsletter subscription, software download or other activity.

All commercial websites can increase their ROI by focusing on the following:

• Increasing Relevant Traffic to the Website
• Increasing Conversions

A long term SEO plan to generate organic traffic from Search Engines is the most important because it is Google and the other major search engines that are the portals of choice when seeking specific information.

What is ROI and how can it be Improved?

Return On Investment (ROI) is a direct relationship between the total amount you spend and the total amount you earn from a certain internet marketing campaign.

Generally speaking, Return On Investment (ROI) is a performance measurement used to evaluate the efficiency of an investment and to compare the efficiency of one investment to the other or over a certain period of time.

The two most important factors to improve your Return On Investment (ROI) are:

• Professional Search Engine Optimization
• Website Conversion Rate Optimization

Let’s understand these in detail.

Professional Search Engine Optimization is probably one of the best internet marketing strategies to improve your Return On Investment. Basically, the idea here is to generate lot of organic traffic which will simply give much more exposure to the website for a long period of time. Once the initial cost of Search Engine Optimization services is paid, you do not need to pay much money to keep the achieved results.

A good Search Engine Optimization campaign can contain the following items or a carefully selected combination:

• Keyword research, analysis and selection
• Copywriting the main website pages and the landing pages
• Link building exercise to improve the link popularity
• Social Media Marketing to create more brand loyalty

On the other hand, Website Conversion Rate Optimization is a technique to increase your Conversion Rate, which leads to more targeted visitors and more sales from your targeted traffic.

A good Website Conversion Rate Optimization campaign can contain the following:

• Find the Unique Selling Points (USP) and make them clear and obvious in the website and landing pages
• Improve the website design to be more search engine friendly
• Improve the website usability and accessibility to make navigation and finding information, products or services easier
• Improve the content on the website to clearly present the benefits of products or services to be more convincing and compelling to your visitors
• Improve landing pages to accurately match your advertising campaigns and the keywords used in them
• Track the campaigns and analyze results to improve performance

Many WordPress uses prefer to host their web sites on a Linux server so that they can get rid of the index.php that get’s in to the URL by using mod_rewrite module on Linux. This is not supported on Windows Server’s IIS.

The main idea is to make the URL more simple and SEO friendly. Normally, when you setup PermaLinks in IIS, we get something like this:

http://www.yourwordpresssite.com/index.php/2009/08/02/your-blog-post/

This means that each link to the post carries index.php in the URL which is not good. Outlined below are steps that can help to achieve the same results for a WordPress site on a Windows Server running IIS.

STEP: 1

Get the URL rewriting component on the Windows Server hosting your WordPress site. If you are not in control of the server or are not the server administrator, you can request the setup of the component from them. Click here to download the component from the vendor’s site. The component is absolutely free and distributed under GNU General Public License.

STEP: 2

Once the component is downloaded, copy the wp-url-rewriting.dll file to the Windows Server’s SYSTEM32 directory. Register the component so that it is available to IIS by using the REGSVR32 WP-URL-REWRITING.DLL command from the command prompt.

Note: You may get an error that the DLL entry point was not found, but let that not bother you.

STEP: 3

Once the DLL is registered, login to your WordPress admin area and navigate to PermaLinks and change the common setting to use Custom Structure. Add /%category%/%postname%/ as the choice and Save Changes.

That’s it! We are done. WordPress should now show the URL’s without the index.php in it.

I invite everyone to share their experience or any other methods that they might have used.

Everyone today has taken up to blogging or is planning to setup a blog in the near future. It’s time that the blogs are taken a step further by promoting them on the Internet to get more traffic and maybe make money too out of it. It’s definate that everyone with a blog would like to have it discovered when a praticular keyword or keyphrase is searched for. Today with so many websites and blogs on the Internet, it is essential to focus on search engine optimization. Here are a couple of ideas that could give your blog or site a boost.

Hosting Your Blog
Many resources are available which allows one to host a blog for free but I strongly recommend investing in to a good domain name and hosting service to run the blog from your own domain. Initially, it may be a good idea to host the site on a free service provider, but eventually it should all be moved over to your own domain name.

Formating the Title Tags
Nothing goes far then a good formatted and descriptive Title tag. Try avoiding the blog name or your personal name in the title – do not waste the valuable space. Try and format the title such that they directly relate to the post that you have written as that would increase the overall importance of the page from the perspective of the search engines. Ensuring that you have good title tags is important while you are building up your blog readership as it is the search engines which are going to send you readers.

Post Often - Post Valuable Content
The more frequently you post valuable and feature rich posts, the more the bots and spiders will fall in love with your site. Search engines love fresh sites and fresh content and so it really makes sense to feed these content hungry bots and spiders with what they want. Posting something which is really valuable is like a cherry on the cake.

Rewrite URL Structure
Most of the blogging platforms allow you to tweak the URL structure. Go ahead and get a URL rewriting plug-in such that the URL does not show up like http://www.yourwebsite.com/?p=2 but something like http://www.yoursite.com/this-is-a-good-url-structure. The later one is a search engine friendly URL and it would also be a good resource to stick in some keywords.

Build Links
Yes, invest time in link building. Link to relevant sites and request them to link back to you. If you are blogging about a book or a story or a movie for that matter, link to the original web site. To add more value to links, format your link name such that it acts as a keyword. For example, lets assume that we are writing about Wolfram Alpha and you want to direct users to that post. Instead on hyperlinking on a word like “click here” use something like “Wolfram|Alpha: First Impressions“. Trust me, this has more weight and importance.

RSS Feeds
Don’t ask me the full form of RSS as it has changed many names. Way back in 1999 it stood for Rich Site Summary and was later dropped and given Really Simple Syndication as a new name. Remember that more and more RSS services are discovering feeds and indexing the content. Now that you have optimised the site, go out and spread the word.

For all those who have a web site but do not have a budget to hire professional SEO/SEM companies, I’ve compiled a list of some basic items which can help to get your sites listed and show up in the search results of search engines. Do remember that Search Engine Optimization and Web Marketing is almost like rocket science and requires lot of efforts and patience  to achieve and maintain good position in search engines.

We all know that the Internet is numero uno when it comes to finding information. People across the globe are using the Internet to get ideas about products, compare prices, perform online banking, make purchases, etc. There are millions of web sites in this virtual world and people basically use keywords to get relevant information. When a search is performed on the search engine and if your web site is not listed in the search, it clearly means that you do not exist on the Internet. Why? Because the search engine results did not list your website and so people do not know about you. If you are still under the impression that once your web site is uploaded, people will find you – you are mistaken and its time to rewind and give this perception a kick.

So what does it take to get popular? How can we assure that people find us? The answer is simple – make search engines fall in love with your website. Here are some basic list of items that you can handle on your own to start with:

Title Tags: The title is what we see in the top left corner of our browser window. The title tag is one of the most important factor in achieving high search engine rankings. Ensure that the title tag provides as much detail as possible about your web site. Do not stuff the title tag with irrelevant information. Instead pick out relevant keywords from the web site content and put those keywords in the title.

URL: The URL is basically your web site address. For example, my website URL is http://www.vishalvasu.com. But if you are reading this post from a link, you will notice a longer URL. See how the URL is seperated by hyphes? It basically has keywords stuffed in there as I’ve planned by page name and directory structure to accomodate that. Again, do not overdo this as there are chances that search engine may penalize your web site.

Relevant Content: Playing around with keywords, title tags, etc. simply does not help until you have relevant content on your website to support the same. Remember – Content is the King. Make use of the right amount of keywords (keyword density), use few images and provide ALT tags for images as search engines cannot read images, make use of H1, H2 and H3 tags in the content. Generally the more useful, interesting and relevant content a website has the more successful it will be.

Periodic Updates: Search engines like fresh and new content. Not adding anything new to the web sites at regular intervals means stale content and search engines will lose all interest in your site. Think up of ideas to share product information, announcement of some weekly specials, news postings, newsletter marketing, blogging, etc. Periodic updates act like a good deo and attract the search engines towards your site.

Link Building: Search engines while indexing your web site look for other web sites which link to your web site. This way they try and build up the importance which in professional terms is called “ranking”. Try trading links with other websites which have similar or supporting content to your web site. For example, if your web site is selling gift articles, trading links with an online flower shop site could be benefical. Also, try and write some unique articles and submit them on the Internet to gain one-way backlinks. There is nothing as valuable as a one-way backlink from a high ranking web site.

Site Submission: Go ahead and submit your web site to search engines and directories like DMOZ, Yahoo, Google, etc. Also, try and submit to lot of relevant business directories on the Internet. There is lot of hidden benefit to this.

That being said, hopefully you should be able to get some good traffic.

Thanks for reading and good luck!