Unfortunately, many people are living a perfect example of
if you build it, they won't come.
If you build your site with a standard site builder that
doesn't allow for:
* HTML - to create unique Meta tags on each page, use tags,
ALT tags, etc.
* FTP access
* Root directory access to add static HTML files and XML
files
* Easy addition of new pages, to grow your site content.
then you are setting yourself up for failure. If you build
a website that can't be optimized for the search engines,
you will be unable to rank highly and tap into the large
amounts of traffic that run through the search engines
daily. You are missing out on people that are searching
for products and services just like yours.
Whether you felt it was cheaper to build a site with a site
builder, or you just didn't know it was a problem - you
need to take action and get your site onto a server that
has no restrictions that will prevent your site from being
properly optimized.
Many of the site builders out there even claim to be
"search engine friendly" and then when we go to optimize a
site for a client we can't even do the most basic things
like create unique Meta tags on each page.
Many site builder companies lock clients in for a year or
more, leaving the client trapped with a site that can't be
optimized. Not all site builders are the enemy. However,
you want to be very through and ask very specific questions
when evaluating a site builder company. You don't want to
be locked into a contract that will ultimately hurt your
website and your business.
Even if you think you are saving money by not hiring an
expensive web designer, you are ultimately losing business
and money, if you can't be found in the search engines and
your competitors can.
Already stuck with a site builder?
Contact a reputable SEO firm, preferably one that does
design as well and have them look into whether your site
can be optimized with your site builder. If it can't, even
if you lose some money - leave the site builder and get a
quote on having your site moved to a new server (if you own
the design of the site), or if the design of the site is a
template belonging to the site builder, you'll need to get
a quote on a new design.
It may seem like a lot of trouble, and it may mean finding
some extra money in your budget. However, without traffic
from the search engines coming to your site, how can you
expect to grow your site? Sure, you can do a PPC campaign
and various other marketing campaigns - but you'll always
be missing out on the volume of traffic that runs through
the search engines.
How will I make changes to my site if I move from a site
builder?
That's a common question. People don't want to be chained
to an expensive webmaster that will charge them for every
change they want made. With the site builder, you could
make the changes yourself.
There are a couple possible scenarios here. Maybe it's
worth paying a webmaster and freeing up your time to focus
on other areas of your business. Another option is that
the webmaster show you how to make simple text changes.
The final option is to inquire about the control panel that
comes with your website hosting package. They often have
control panels that have a WYSIWYG (what you see is what
you get) editor - meaning you still don't need to know HTML
and you can still alter your site - and have it be search
engine friendly and optimized.
If you are unsure if your site builder is holding you back
or if you know your site builder is and you want to break
free, EcomBuffet is offering free consultations and a
discount on web design right now.
In an effort to educate people about site builders and how
they can harm you, this limited time offer is being made to
my article readers.
If you don't have a site yet and are looking at creating
one, beware of going with a site builder, especially if you
have to lock into a long contract. The questions you
should ask are:
1. Can an XML file be added to the root directory?
2. Can unique Meta tags be added to each page?
3. Can you add an unlimited number of pages to your site?
4. Is FTP access available?
5. Does the builder generate any "special code" that could
cause problems for the engines?
6. Can CSS and java script be placed in external files?
If the answer to those questions are no, I would strongly
advise that you look at other options and not get yourself
locked into something that is going to hurt you in the long
run.
My site builder comes with a shopping cart. What do I do
if I don't go with the site builder?
Another valid concern. There are many great plugin
shopping carts that are easy to configure and use. There
are ones that run off your own server and you will need a
secure server and certificate, and then there are ones that
run off a third party server.
Many shopping carts these days even have extra marketing
features, and allow for the user to load product images,
pricing, shipping, descriptions etc in a very user friendly
interface that doesn't require any programming or complex
code.
How much traffic am I really missing out on, by not being
listed high in the search engines?
* More than 8 out of 10 Internet users look on search
engines to find information and the products or services
they want to buy.
* Pay-per-click (PPC) costs are rising (over 37% higher
from last year to this year Q1).
* Up to 85% of searchers ignore paid listings
* 63% of the top natural (organic) listings get click
throughs.
* Natural (organic) search results convert 30% higher than
PPC.
Before you lose any more time and more importantly money,
check out your site builder situation today and see if
there is a solution that will work for you.
----------------------------------------------------
Jennifer Horowitz is the Director of Marketing and co-owner
of http://www.EcomBuffet.com
Since 1998, her expertise in
online marketing and Search Engine Optimization (SEO) has
helped clients increase revenue and achieve their business
goals. Jennifer has written a downloadable book on Search
Engine Optimization and has been published in many SEO and
marketing publications. Jennifer can be reached at
Jennifer@ecombuffet.com
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