WebSites - If you build it will they come? Usually no. Today, getting a beautiful WebSite and/or Digital Storefront built is only half the battle. The other is marketing it, both 'online' and 'offline'.

When it comes to online marketing, it takes work.

Firstly, as mentioned is earlier articles, Google plays a big part in getting you noticed with new prospects, now using Google instead of the Yellow Pages. So, a good Google Ranking is essential. 

Google currently provide a numeric ranking figure between 1 and 10. The aim should be to obtain a ranking of four or more. Yet very few small business websites get this figure. Here's some typical figures below:

Note that Google is basically a sales lead generation service.  An established Printshop with a stable client base shouldn't worry. Note too in our chart that major local players like PMP Print and Astra both have a very low ranking - It really depends upon who you are and what market area you're in that often determines if Google is important. (Certainly our trade organisations like PrintNZ that have printshop listings should be much higher).

Generally speaking, short-run Printers servicing the small business market will be the ones really needing to include Google into their marketing strategies. For them, any money spent on a Digital Storefront and Google is well worth it and certainly much cheaper than hiring another sales rep!

But the reality is that obtaining a high ranking takes time, considerable expertise and therefore some expense. Typically once the web site itself is up and running, set aside another $2,000 or more dollars to get the process started (which can take weeks). Then prepare for regular monthly upkeep and fees to keep ranking at a good level. It's an ever-changing, dynamic environment which isn't getting any easier. 

Part one:

Google optimisation starts by obtaining the right keywords, with related site content. However since 2004, these now only play a minor part in obtaining a good ranking and effectively only get you to first base. Typically they'll perhaps get you to a ranking of 2 or 3 at best. But too many, or the wrong keywords can dramatically lower your ranking.

Part Two.. 

Backlinks. Google puts a lot of emphasis upon your sites popularity. i.e. How many other sites are linked TO YOU, either through static links or advertising.  (This explains why major sites like Xerox and Konica do so well). But for small business owners, this is more much difficult. Even if you appear on the NZ Yellowpages site and a few others, it's unlikely it will be enough for Google to notice. Until you obtain a hundred or more, Google will regard you as 'unpopular'

One method to improve things is to manually search for and then submit your site to various online directories around the world. Note I said Directories and not Search Engines (which is not advised these days). It's also important that these directories themselves have a good Google ranking, otherwise you run the risk of them dragging your ranking down to their level!

Part three 

Write articles - not only on your own web site, but others. It's a method to show you have something of value that others value, part of increasing your popularity.  

Part four

If all the above seems like a lot of work (and it is) then instead of paying someone to do it, you can use paid advertising from Google, being their Adwords service. Depending upon your market and niche this could be anything from $50 - $5,000 per month. However ensure you have good, relevant keywords.

Part five 

If you're fortunate enough to be selling products through a digital storefront, it really pays to offer affiliate schemes to qualifying designers. This strategy not only provides more sales, but dramatically improves your site popularity, meaning a better search ranking. 

Part six 

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