Many small businesses on a shoestring marketing budget are often left with so many choices, it’s hard to know where to put the little money they have for the most impact.
Over the past month I’ve been working with the AllBusiness 6 for ’06 program to help a company called Adventure Out, founded by Cliff Hodges. Our initial meetings withh Cliff and David Saries from AllBusiness, covered objective setting and understanding some of the unique issues surrounding the Adventure Out web site including a duplicate web site situation, the shopping cart and his current Google AdWords program.
After providing information for an overall search engine optimization program, I provided Cliff with specific best practices tasks that he can employ on his own to improve the market reach of his web site and rankings on search engines. This included site optimization suggestions as well as using a blog and optimized press releases.
Our last meeting focused on optimizing the blogger.com blog that he setup at http://www.adventureout.com/blog/. We discussed ways to optimize the blog template by adding RSS subscription buttons, using keywords in blog post titles and making the blog entry title text link to the individual posts. This involved HTML manipulation but Cliff is a savvy guy and handled it well. Hopefully he can post to the blog at least once per week. Once he gets a few more posts up, he can submit to RSS and blog directories.
We also covered what to do with an optimized press release as far as using keywords in the title and using a wire service such as PRWeb. Here is the first release sent out. The release currently ranks #1 on Google News for “wilderness survival” and also #1 on Yahoo News.