Search Engine Optimization. It's something we should all know about if we want our e-commerce websites to actually sell our jewellery instead of sitting on the internet gathering cyberdust, but how many of us start to glaze over at the mention of metadata, keywords and analytics?
In the next bite-size of this guide to SEO, Lesley H Phillips looks at ways of attracting visitors to websites with the clever use of links.

Why don’t I get sales or enquiries from my website / online shop?
16 Number of visitors to your site, 17 Links to other pages on your site & other sites

You can only influence the number of visitors  to your site by optimising your site or paying for advertising on one of the search engines.
Having a blog or utilising social network sites will draw potential visitors to your site. Please do remember that blogging and social networking is an extension of your business.  Do customers really want to know what you’re having for tea tonight?  You would be shocked by the number of small businesses who add this sort of inane information.   
If your blog is incorporated into your website, it forms part of your ‘polishing and dusting’ of your virtual shop.
However, the visitors you receive from blogging etc. will not be sufficient on their own, so this forms only part of the optimisation process.  Statistics provided by Business Link have stated, that generally less than 1% of visitors will purchase from your site.  A 2% purchase rate is a fantastic conversion.  So, for every 100 visitors, you might just get a sale or an enquiry.  If you’re largely getting family and friends visiting, then obviously this won’t hold, but if you can get your site optimised then you can see just how many visitors you need in order to make your online business work for you.

As mentioned previously with regards to naming images (anchor text), when you link pages to each other within your site, name the link.  Naturally name the link about the page to where the link is destined.  If you are going to offer a link swap service or links to other organisations, then it’s usually best to set up a link page for this purpose.

Lesley H Phillips

****'A Jeweller's Guide to SEO' - Parts 13 - 15****

****'A Jeweller's Guide to SEO' - Parts 10 - 12****

****'A Jeweller's Guide to SEO' - Parts 8 & 9****

****'A Jeweller's Guide to SEO' - Parts 4 - 7****

****'A Jeweller's Guide to SEO' - Parts 2 & 3****

****'A Jeweller's Guide to SEO' - Part 1****

****Introduction to 'A Jeweller's Guide to SEO' ****

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