Every day I help dozens of small businesses optimize their websites to improve their visibility and rankings on search engines, and every day, I ask one client to make many of the same changes as the last.

Small business websites generally face some major obstacles to ranking well on Google, and competition is rarely one of those obstacles - at least not in this stage in the game as most small business owners still seem oblivious to the potential in being ranked first in search engine rankings - of course, competition varies within industries (apologies to all the real estate agents that are reading this). In my experience, once these obstacles are out of the way, small business websites (for auto repair shops, day spas, shooting ranges, etc.) climb very quickly to the top spots on search engines.

So what does it take to step ahead of the competition?

1. Design it right - the first time
Small business websites have two inherent enemies: the owner, and his/her budget. I wish I had recorded (because I promise you’d be surprised) all the times I’ve heard:

I made this site myself with Dreamweaver/SiteBuilder/[an online tool] but it doesn’t seem to be appear in search engines

or

I can’t make the changes you asked for because the tool I built my website with doesn’t give me access to the HTML/my web designer says that those changes are just too hard (web designer is inadequate)

The best advice I can give (and as a web designer you’ll hear this from me again and again) is to find a professional web designer. Small business owners often either look for the cheapest, most affordable solution and sacrifice quality and the ability to test and improve their website, or they try to do it themselves, thinking that the FrontPage 2000 class they took in High School qualifies them to make the company website - besides, it saves money, right?

There are plenty of affordable web designers (no I’m not talking about the friend of your nephew’s girlfriend) that will work with you to make a website that reflects your brand, product, and customer base.

Don’t forget - websites are promotional. You wouldn’t pay for a cookie-cutter mailer or pay for billboards on roads with no traffic (see where I’m going with this?) - so don’t expect that using the cheapest/simplest web builder or template is going to be a smart investment.
When it comes to building a website, think in the long-run. A website that can’t be found is a waste of money; same with a website that doesn’t sell effectively. You shouldn’t have to pay a lot for a well-built website, but you’ll be paying more if it is built in a non search-engine-friendly way or in a way that doesn’t allow you or your designer to make changes to the HTML code on your site.

2. Use keywords
Please - include keywords on your site. The copy (text not contained in images) on your site is the only indicator that search engines have in determining what your site is about and what keywords it should rank for.

If your site doesn’t say “Plumber in Reno, NV” anywhere on your site, then it will never rank for that keyword.

When determining keywords to target, think of what you would type to find a similar service/company/product in your area. When you are searching for Pizza in Athens, GA, you will probably type something along the lines of “Pizza Athens GA” - this works with nearly every industry. The “[industry/category/product] [area]” keyword model is a good example to follow.

Where to place keywords: Once you have chosen a few keywords to target, use them in an intuitive, relevant way in your body copy. It shouldn’t be hard to include them if you talk about your area and industry right on your home page (which is the page you should focus on the most - none of those “Enter Here” pages that waste users’ time and tell search engines that your site is about “Enter Here”).

3. Avoid using Flash
As a designer, this has always been a difficult recommendation to make. I love Flash - I think it’s pretty, and it is also (especially the latest version) versatile, interactive, and makes for some great applications (see jooce.com). But until July 1, 2008 it has not been search-engine-friendly. Google just began indexing Flash, but its SEO value has yet to be tested and determined so my advice is still to only use Flash for logos, banners, and other small graphical calls to action that don’t need a lot of text.

4. Take advantage of title tags
You don’t have to be familiar with HTML to master this one (very) helpful technique: using title tags correctly. Title <title> tags are found towards the beginning of your HTML and all you have to worry about is the text between the opening <title> tag and the closing </title> tag.

Too many websites don’t take advantage of the SEO value that Title tags have to offer; they use titles like “Home,” their domain name, or their business name. I recently read a very good article that discusses using your business name in title tags - it is certainly worth re-thinking.

Research has shown - and the experts agree - that title tags are one of the most important factors that search engines take into account when they index your website.

How to use Title Tags correctly:

Do:

Make the title tag on each page of your website unique
Try to keep it under 65 characters (that is all that is visible on search engine results pages)
Include keywords that are specific to the respective page, and describe the theme of the content on that page
Don’t:

repeat keywords
repeat the name of the page (instead of “About Us,” write “About [Company Name] - San Diego Dentist”)
worry about fitting in every keyword you want to rank for - just add the most important one, or - if there is plenty of room and it makes sense - two
forget that this is what users see in search engine results - so make it relevant for users (not just for search engines)
5. Promote your site
I am always surprised that my clients want to be found on Google, Yahoo!, and MSN, they are willing to pay me for it, but they haven’t spent the time to add their business profile on Google Local, Yahoo! Local, or MSN Local. Here are the links to these business profiles (this gets you on Maps and business directories for all three search engines:)

Google Local - Gets you in local listings and Google Maps

Yahoo! Local - Gets you in the Yahoo! business directory and maps
Live Search (MSN) Local Listing Center - Adds your business to MSN Live maps
It is also helpful to add your business to these directories:

Dmoz Open Directory Project - adds your site to hundreds of online directories.
InLocal.com Local Business Directory - there is a free version, and the paid version gets you into over 70 directories.
YellowPages.com
SuperPages.com

It’s no secret that search engines (such as Google and others) like content — lots of it, fresh and steamy. The more pages you publish in your area of expertise, the more exposure you will have to the search engines (they love archived material too). And the more strategically you headline, title, metatag and link those pages, the higher they rise in rank.

While all search engines work a little differently, they all attempt to provide the best, most relevant information based on search queries. So, I guess what I’m trying to say is: Publish. And be relevant. I’ve had great success (see Google Successes) with client web sites scoring well on search engines by publishing pages that avoid schemes to “trick” search engines and implement the following tried-and-true tips for search engine success.

1. Use keyword-savvy “page titles,” and strategic and proper metatagging on all pages.

2. Allow search-engine robots easy access throughout your site via text links, alt-tagged navigation icons, or a site map.

3. Register your URL with major search engines, directories and specialty sites, as well as select paid directories (such as Yahoo!).

4. Use strategic home page content (keywords in context in HTML text).

5. Use hyperlinks to further weight in-text keywords.

6. Encourage in-bound links from other relevant sites to your pages.

7. Add an integrated web log to your web site.

8. Add/update content frequently. (Write dammit!)

9. Avoid Flash-based opening home-page screens, improper metatag code, as well as any schemes meant to “trick” search engines.

10. Get a search-engine optimization audit for your web site.

Mistake 1 - Not Treating What You Do as a Business.
The difference between a hobby and a business is that a hobby doesn’t make you money - it costs you money.

If you’re earnest about starting a profitable online business, approach seriously and focus on generating revenue. Treat your online business as you would any regular business.

Mistake 2 - Being Distracted by Too Many Good Ideas.
You can light up a room with a light bulb, but you can cut through steel with a laser beam. The same is true with your effort and ideas.

Too many Internet-Entrepreneur-Wanna-Be’s lack the will power to stay focused. Chasing too many ideas at the same time often leaves them exhausted, frustrated, and with little result to show for their hard work.

The key to success is to select one business idea and to develop it completely before moving on to another project.

Mistake 3 - Not Selecting a Specific Niche.
Perhaps the biggest mistake of all is trying to be everything to everyone. You can’t - so stop!

It’s very counter-intuitive to focus on a smaller slice of the market and most people are afraid to do it. But when you do, your business will grow faster, and you’ll be more financially successful in less time.

Mistake 4 - Falling in Love With the Wrong Product Idea.
Even the most experienced entrepreneurs fall into this trap from time-to-time and develop products without doing any research. Before you devote any serious amount of time and effort to developing your new ideas make sure there is a demand for the type of product, information, or service you want to launch.

If you need help with selecting an ideal niche market for your business and finding out which products you should develop first, take a look at this fast track training program (http://www.infoprofitfasttrack.com/vipinvitation.html).

Mistake 5 - Falling for the “Get Rich Quick” Scheme!
Remember the old adage “if something is too good to be true…”? It’s alive and well on the Internet.

Countless people buy into the idea of making millions online overnight. Sadly, they buy into programs hyped up with empty promises only to find themselves “out of cash and out of luck” a short while later.

Be aware of spammers, illegal money-winning scams, and buying “ready to go businesses” that are “hot but will sell for cheap”! Before you fork over your money investigate if those hot businesses have ever made a dime for their current owner.

Doing your homework will save you valuable time, money and many sleepless nights!

Mistake 6 - Going Into It, Instead of Growing Into It.
While the Internet makes it easier to reach your potential clients, you’re still building a business - and that takes time. Don’t tell your boss you’re quitting today because you started this hot new online business last night and you’ll be “rolling in dough in no time flat!”

First make sure your business idea works and is profitable.

That’s one of the advantages of Internet Business - you can start small and step-it-up as your business starts getting sales and generating profits.

Just be sure you can consistently replace your current income before jumping ship and telling your boss to “beat it”!

Mistake 7 - Being a Copy-Cat!
Quickly - what is the most popular business on the Internet? You guessed it - it’s how to make money on the online!

It seems that everyone who has bought a course on making money online is credible enough to teach this subject a week or two later!

Don’t fall for the allure of easy money - because it’s only a perception. In reality your chances of having a successful online business are much greater when you are different from the pack.

Mistake 8 - Wasting Time and Money on Developing Pretty but Useless Websites.
A bad idea is a bad idea - no matter how pretty you dress it up. Many people waste precious startup dollars on expensive but needless graphic design work, pretty logos, and complex web design.

In reality, many businesses can be simple and inexpensive to get off the ground. In fact, a simple site with little or no graphics will often make more money than one with all the latest bells and whistles flashing all over the page.

Think - what is the core concept of your business. Outline it on a single sheet of paper, then implement it fast in it’s simplest form. You can always give it a makeover and make it prettier if it’s successful and profitable.

Mistake 9 - Not Building Relationship with Clients.
“Even though you don’t know me from Adam, I want you to take out your wallet and give me $20 - in exchange I’ll make you the King of the Universe!” What!? You don’t want to give me your $20? What
a surprise!

Most people think about starting a business online in terms of getting a quick sale - with no prior relationship with their potential clients at all.

In reality, you’ll be more successful when you make your first goal to collect contact information from potential clients and follow up with them on regular basis.

It’s much easier to “sell something for FREE” than trying to convince people to give you money at first.

Make it your goal to prove your credibility online and make your business all about relationships with prospects and clients, and you’ll build a thriving online empire.

Mistake 10 - Calling It “QUITS” Too Soon!
If your new online venture isn’t making money at first, don’t walk away from it too soon. Many entrepreneurs have multiple “failures” in their background - which in reality are lessons in what didn’t work.

Evaluate your ideas and get help with gaining a new perspective on what you’re doing. With some new ideas you might find a new way to position your business differently and make it profitable.

Or maybe you simply need to give it more time to gain the traction and momentum you want.

Mistake 11 - Being too cheap!
While it’s a good habit to be thrifty with your dollars, don’t confuse saving money with being cheap. Remember the price you’re paying for things isn’t always expressed in money. It’s also the time, effort, and lost opportunities you can’t take advantage of because you lack the know-how or are busy doing low-level tasks.

Smart online entrepreneurs continually invest in their Education. They buy marketing training programs, time-saving software tools, and systems that allow them to grow businesses faster with less
effort.

The best news is that getting good basic training in how to start your own information marketing business doesn’t have to be expensive.