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Another solid piece of advice they gave me was to register my site with their search engine databases. Go to most any search engine and you will find a hyperlink that says something like 'register your site here'. Click on the button and you will be led to a page where specific information will be requested. Some of those questions must be properly answered or the search engine won't register your site. Their intention is to insure legitimate sites are registered. Don't ask me what 'legitimate' means, because each site has its own definition. I recall one site that simply refused to accept my data. I finally gave up on them, and proceeded to the others. Another method to register you site is to go enter the site of one of several services that direct you through the process of registering at multiple sites. Some of those services are free. Others charge a fee on the basis they will register your site at such a tremendous number of search engines, and provide periodic analysis and update of you Web site, meta-tags included, to ensure higher rankings in query listings.
A third alternative is to approach your Web host. Many offer the search engine registration service for no charge, and others include the registration in their Web start-up fees.
One program I found very attractive, offering dual opportunities, was to engage in affiliations with well-known Web sites. Typically, you offer to promote their product or service at your Web site in exchange for a commission on sales generated from their hyperlink at your site. An advantage to that is including the name of that company in your meta-tags.
Co-branding is a joint venture condition in which you and another online company will promote each other's products and services. It may or may not include commissions, but allows each the opportunity to reach their partner's customers with mutual hyperlinks.
Finally, there is old-fashioned bartering. For example, I offer my expertise to answering questions from inquirers at the Web site of a well-known business planning software company. In exchange for that I am creating exposure for my company by my presence at the firm's Web site. I offer my expertise and that company offers the exposure, or should I say free advertising?
So don't be overwhelmed. It isn't hard to learn the process of innovative and proven promotion for your Web site. Just like the bricks-and-mortar storefront, there are things you can do to increase awareness of your Web site. Some cost money, but most actually are free in exchange for something you have to offer – exposure for them at your Web site.
There is one last, very important thought I want to share. Do not believe you will get instant cooperation from other online companies. Just like on the streets, the more reputable companies are very particular about sites with which they associate. You will need to convey a level of professionalism, image and content that are consistent with the image they convey to their customers. And your site must offer something that is appealing to their customer.
© 2000, Carroll Stephen Windhaus
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