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Building Traffic to Your Web Site
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For an example of how one site handles its link list, view the links page at the LABMED site, at wwwlabmedorg/lnk_startingarescuehtml (See Figure 31-2) The page lists links, including the page title and the URL
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Joining Web Rings
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One of the more innovative approaches to obtaining links to a web site is through web rings, groups of sites with similar audiences that agree to link to other sites in the ring The concept targets visitors who are interested in the topic of a web site rather than the specific web site The web managers in the ring let these visitors link to other sites in the ring and in return obtain reciprocal overflow traffic from the other sites in the ring Promoting your site through a web ring has several benefits, such as not having to research and continually maintain a links list Most web rings use special software that directs users to the next web site in the ring, so that webmasters generally are assured that all the links in the ring are up to date The potential downside to using a web ring is that sites in rings are generally less professional looking, which poses a potential
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CREATING AND MAINTAINING WEB SITES
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Figure 31-2
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A well-formatted link list
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image problem In addition, many web rings have very few members, so the amount of traffic generated may be low Here are two central clearinghouses for rings that you may want to investigate: I WebRing I The Rail wwwwebringorg wwwtherailcom
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Aside from telling everyone you see that your site is on the Web, here are some other non-search-engine related ways to let other people know about your site: I Print the URL of your site on your business cards, stationery, and in your yellow pages ad I Add your URL to your signature block in e-mail and newsgroup messages I Include the URL in your return address whenever you send greeting cards or holiday cards I Have some bumper stickers printed showing your group or club s URL I Print the URL in your community group bulletin each week I Post the URL on all school bulletin boards I Buy advertising (However, this is expensive even banner ads on other web sites usually cost more than they are worth because so few people click them)
Keeping Your Visitors Once You ve Got Them
After you start attracting people to your web site, consider ways to keep them coming back The key to bringing people back to a web site is to have new and helpful information that they can use to improve their lives You can do a number of things to achieve this, from the type of content that you place on your site to sending e-mail to past visitors
Compelling Content
The big news organizations enjoy a tremendous amount of repeat traffic to their web sites because people expect updated material daily and sometimes hourly! Unfortunately, most web managers cannot afford a large staff of writers and artists to provide new material, especially when the focus of the business is selling products However, being creative about what you sell is a good way of creating regular content For example, many sites not only provide product information about what they sell, but also provide information about the more general ways in which people
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Building Traffic to Your Web Site
use their products For example, if you have a site that sells birdhouses, you might want to create an interactive map that tells people what sorts of birds nest in their areas, and then explain which houses (and foods and environments) will attract the birds they want to see You can then also have articles on standard problems people have with birdhouses things like food-stealing squirrels and hungry cats You can update seasonally, reminding customers and potential customers alike about what things look like from a bird s perspective as the summer ends and fall begins And perhaps you can throw in a section where your customers relate their favorite bird stories As another example, StarCityGames (wwwstarcitygamescom) sells cards for an obscure card game called Magic: The Gathering How did they make their site into the #1 Magic online retailer By getting fans of the game to write strategy articles for them, which encouraged Magic fans to check it out daily and gave even Magic players who had no interest in buying cards a good reason to go there Eventually, if they do buy cards, they ll think of StarCityGames Getting creative about what you put on your site can be inexpensive and profitable Brainstorm with a few friends, and see what you can come up with!
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