Luring more prospects to your website


by Burt Dubin on May 10, 2011

Luring more prospects to your site

If you’re like me, you yearn to attract more of the right prospects to your web site.

My long time friend, Alan Rosenspan did some research.  He simplified the process for me.  I swallowed his ideas whole and am now doing all he says to do, with the help of my webmaster.

Go thou and do likewise:

1. Google is your friend.

Many people believe Google has an adversarial relationship with businesses and individuals when it comes to search.

(Probably because their listing doesn’t come up as high as

they’d like.)  The truth is, Google wants searches to work for you. They are, after all, trying to be top dog in the information game, the final arbiter of what answers any question.

Google offers many essays on how to achieve search

optimization. Go to, and sign up for an account. There you will find detailed explanations on

what works, and what to avoid.

2. Register with the others search engines too.

It’s easy. Any web site owner, or their designer, can

create a special file called a sitemap.xml which presents

to search engines, in a language they like, a window to

every page in your web site. Simply go to

and type your domain name into the box. It will return a

file that you or your webmaster can upload to the ‘root’

level of your web site; it includes the name of every page

on your site, which a search engine might not automatically

see.  Besides Google, Bing and Yahoo may use this file as well.  If not, it is a very simple matter to sign up for accounts there. Create one and register your web site. You wil receive a small data file that proves you are the owner of the site, and upload this as well. Thereafter you will be

in their index. Google also lets you register if you have

any type of Google account, such as an email through gmail.

3. Use unique ‘titles’ and ‘meta tags’

Every web page has the opportunity to show what it is about by having a unique title – the words or phrases that appear in the blue menu bar at the top of your browser.

In fact, Google says that one of the ways it differentiates

between pages is by having each page differently titled.

For instance, “About the Widget Company,” vs “Varieties of

Widgets,” vs “Widget Company Distributors,” will each flag

the page’s intent, and appear in the bold words when Google search results come back. Similarly, you, or your

webmaster, should make a set of ‘meta tags’ in the code of

each page, describing the page’s contents and enumerating its important words. When each page has different meta tags, it helps Google classify the pages.

4. Create good content

This sounds self-evident, but it’s critical. Write your web

pages as if you are talking to an intelligent audience that

doesn’t have the luxury of time.

Make your points at the top of the page. Google results cut

off after a short number of words (opinions differ as to

what this cutoff point is) so don’t start your homepage

with the history of your business, how your uncle started

it in a storefront in 1926. Save that for the history page.

Put who you are and what you do up top.

Another way to create good content is to remember that

search engines are text-based. They can’t understand the

content of photos, logos or images (although these can be

‘tagged’ to give them meaning, and thereby become indexable).

Google is famously blind to the content of Flash

animations as well. That means you should avoid placing

important selling points in an animation. Search engines won’t read them.

This completes the research Alan shared with me.

Now go do it!  If you get lost somewhere, have an expert

do it for you.

My expert is Jim Sanfilippo   < >

(If you like my website or my blog, Jim created them both.)

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