Recently it came to light that American Express is recommending to their customers not to spend money on Search Engine Optimization (SEO). In reviewing their documentation and recommendations, they actually contradict themselves, which is quite embarrassing for such a reputable company. Open for American Express published some Small Business growth techniques and suggestions, and in doing so recommended that it’s a waste of time and money to focus on SEO, however they also indicated that you should invest in your website, and in doing so you should spend time and money developing good content, with ideal keywords.

Why is it that AMEX has contradicted themselves with their statements’..It’s because even they don’t understand SEO. SEO is about driving traffic to your site. Their second statement about good content with good keywords is the foundation for SEO. But there are many different ways of improving your site. New process and procedures come out every month or quarter. Things change in the web industry every six months, and if you are not doing things to your site to keep improving it then you could be left behind.

It’s important to keep your SEO efforts in focus, and under control, so that you don’t get taken by a so called “expert”. Cautiously review what it is you are paying for and what you should be receiving. Be very wary of guarantees. With the industry changing so much, and the algorithms at every search engine changing each week, there is no guarantee for results. The only guarantee you should expect is a time commitment in exchange for payment.

While AMEX is trying to assist their customer base with good information and they had every intent of not contradicting themselves, they managed to possibly confuse their customer base by issuing differing statements. While AMEX is recommending to their customers that they not use SEO Experts, we are recommending to our customers not to use a company that is not clear on what SEO is before making such ridiculous statements.

Beginning this Month I will be issuing my top 10 tips to increase traffic to your website, without paying anyone, any money, including us. Make sure that you are signed up for our newsletter to receive the tips.

Flash

Thinking of incorporating Flash into your site- here’s some issues to consider:

Pro:

Flash is exciting on a site- no doubt about it. It’s eye catching.

A dynamic Flash section can be used to focus a prospect on something you want them to notice.

Flash can be used to include music or video on a page.

Flash avoids other web technology display issues. It displays the same no matter which browser or resolution. This can’t be said for html/css.

Of course, the above assumes that the visitor can see the Flash. The Flash Player is a plug in to the browser not necessarily included. However, the Adobe site does claim that “Adobe® Flash® Player is the world’s most pervasive software platform, reaching 98% of Internet-enabled desktops in mature markets as well as a wide range of devices. “ (stats as of March 2007)

Con:

On a fully flash site, your visitors cannot use the back button on their browsers unless the Flash designer works this in. It’s also difficult for your visitors to bookmark a particular page.

Site cannot easily be indexed and tracked for SEO unless you provide for this with additional html or embed Flash sections into html content.

Useless Flash intro’s (splash page) that are too long, or take too long to load or don’t have a Skip button can drive people away from your site even before they’ve gotten into it.

Loud pulsing music with no volume or off controls can turn people away.

Visitors should be given alternative content for those who are not running Flash or don’t have the Flash plug in.

Accessibility is another issue.

Screen readers * cannot scan Flash movies. You’ll need to provide alternative content if you are required by law or want to serve the market that uses screen readers.

Bottom Line:

Key question: What is the purpose of the site and how would dynamics of Flash enhance that purpose?

Like anything, Flash is a tool that can be used well or badly. Think through where dynamically changing content would be useful in a business sense or where it would further the objectives of the site.

* A Screen Reader is the commonly used name for Voice Output Technology. Hardware and software produce synthesized voice output for text displayed on the computer screen, as well as for keystrokes entered on the keyboard.

(Source:http://www.google.com/search?hl=en&defl=en&q=define:Screen+Readers&sa=X&oi=glossary_definition&ct=title)

Marie Kolanda

HTML Developer/Project Manager/Designer

Central Mass Web Design, Inc.

Gardner, MA

978-632-5300 Ext. 114

Where we care about your business, and it shows

Content is an integral part of your website. It is what keeps people coming back to your site.  Take CNN.com for instance, as news breaks they are updating their website with up to the minute news and always changing the content to their website.  They currently are receiving almost a million hits a day to their site (click here to view statistics about CNN.com). 

One of the main reasons we emphasize content is this reason, if you keep the same content on your site month after month how do you expect to change the way visitors use your site?  Taking a few steps to keep them coming back will not only increase the amount of traffic your website sees, but can help your company increase business.

1. Change your content frequently. This does not have to be an everyday event, but reread a page and add/change content periodically (weekly, bi-weekly, monthly).  For instance read your About Us page; Have you added new employees? Is there any information on there that has changed since the last update?

2. Add a page to your website.  Adding a page will give your readers as well as give search engines a new page to read (yes, even search engines read your site).  Keep your readers coming back for more.  Another way to do this is to add a blog to your website (click here to read our blog entry on blogs).  Real Estate Exchange has taken advantage of this recommendation.  Some of their topics for their blog have been; 6 Things to Remember when Moving, Insurance Policies, and Precocious Killdeer joins the Real Estate Exchange just to name a few.  A blog gives you an easy user interface to add pages and content to your website.

3. Add a Refer A Friend Box. By adding a refer a friend box on your website will allow your visitors to easily send out an email to them from you saying, “Hey, checkout this website, I think it is pretty cool”.

By using these examples to improve your company will give people a reason to come back to your website.  Feel free to give us a call to answer any questions you may have or to help you implement any changes you would like to have happen to your website.

Greg Whitehead
PHP Developer
Toys for Tots Liaison