So, you're number 1 in Google, maybe even MSN and Yahoo and yet...business isn't booming. Maybe it's the email...nope, that's working. Phones? Just got a call so it can't be that.

But didn't they promise?????

In the mad dash to get to the number 1 spot in the major search engines, followed by an epic struggle to stay there, many people, especially smaller companies, self-employed individuals, and REALTORS have spent vast sums of money without a clear idea about the objective.

Traffic does not equal business. There are those who might disagree, but taking a shotgun approach to business isn't my idea of a plan. That's not to say a website shouldn't be “search engine friendly”, or that you shouldn't use an SEO company, but ask yourself what you're trying to achieve.

One would expect the answer to be along the lines of “more business” or “business growth”, but that is the finish line. What's the first step after you're being found online?

Is it to get a phone call or email? If so, what's going to get them to call you? Just because you appear at the top of a search engine doesn't mean you're the best person for me to do business with. Sure, you may get more hits, but the true test of web success is conversion and I've seen so many people lose sight of that.

Content, content, content.

We hear it all the time. You need to “form a relationship” and “talk to your customers”, hence the advent of content such as that delivered by social media, but your site has to sell you and your product. But, it's not just about “looks”. Some of the sexiest websites have had some of the worst content. But the successful ones, those that are household names; Amazon, eBay etc, are simple to use. You get in, find what you're looking for, buy and get out. No pressure. Minimal learning.

But we're not discuss Amazon, CNN or any other major sites, we're discussing yours, so we're back to content.

1. By all means make it pretty but don't try an substitute form for function. The Internet community is pretty savvy these days. The “click here to skip the intro” button is a major turn-off, as are most 100% flash sites. They take too long to load and can be annoying. If people want to see a photo album, they can go find one. If they found you under “real estate”, you might want to deliver.
   
   
2. Listings and MLS searches– enough said, except for the fact that if you only have an MLS search, I would consider using an MLS feed provider (more commonly known as IDX providers) to get some listings onto your site. It helps search engines but it also provides you an opportunity to be a buyers agent.
   
   
3. Show off your area knowledge. People like to know that the agent they're looking at knows about their community. This might mean you have to be a little more “niche” than you have been, but rather than trying to be the expert and casting your net over an entire metropolitan area, consider shortening the lines a little. Provide information about schools, the weather, local events and such.
   
   
4. Be a portal. Link to local sites. Again, it's helpful for search engines, but it might make your site worth bookmarking when people realize “hey, this person has all the links to community-x”. Build a local business directory. Get people you know to sign up and list their business. It's a great marketing tool and adds value to your site (you can visit my website for an example).
   
   
5. Avoid branding yourself as a buyer or seller agent only. It's up to you, but I'd rather double my chances, wouldn't you?
   
   
6. Link to your blog. You don't have a blog? Why not? Firstly, a blog that is tied into your site provides you with dynamic content and another mechanism to show off your knowledge about the area and a chance to interact with clients.
   
   
7. Provide an email address. There are many many many potential clients out there who do not want the “heavy sale”. An email communication (or instant message) is a more gentle approach, allowing them to “test the water” before starting an actual conversation.
   
   
8. Information, news and market analysis. This can be done by you or subscribed to as a service. Many news sites offer free feeds, and there are companies such as Altos research that provide very solid, reliable market reports that clients can sign up to receive by email.
   
   
9. Provide a question and answer forum (also known as FAQs).
   
   
10. Newsletter sign up. You don't have a newsletter??? See #6
    

Oh yeah - link to Twitter, ActiveRain, LinkedIn etc...social networking is here to stay and you might as well get on the bandwagon and use it, even if only peripherally.

Be you when you write your profile. To some degree it's an interview. You're marketing yourself and your business. You don't know who is looking, but a degree of honesty helps, but also remember: Don't oversell yourself. People are pretty smart these days...

All of the above will help your search placement too. When you get to #1 in the search engines, make the effort and expense worthwhile.

Build it right and they will come...and stay.