“If you build it, they will come,” simply does not work for new websites. As a small business website designer I’ve seen this story far too many times. Site owners expect their customers to be as excited about their new website as they are, but high expectations often leads to big disappointments. So what can a new website owner do to increase website visitors? And how can they drive that traffic to their offers without spending a lot of money?
Optimizing your small business website and content for search engines (aka SEO) involves techniques often grouped into two large categories, white hat and black hat. Unfortunately, these two categories are less about your sense of fashion and more about the methods you use to improve your ranking.
So let’s take a look at what these two categories mean, some of the techniques you might find in each one, and how to avoid “SEO experts” who “promise to put you on the front page of Google” who might end up doing more harm to your ranking than improvement.