You can create the world’s best website, but if no one can find it, it’s useless. Welcome to the world of Search Engine Optimization. Far from an exact science, SEO is a must if you want visitors to find and purchase from your site. There are plenty of companies that are happy to lighten your wallet, while they promise top rankings in the Search Engines. Problem is, there are no quick-fixes to make that happen. Consider yourself warned!

So what do you do to ensure your site will be found? Read, read, and then read some more! There are thousands of books and publications out there that focus on this topic. There are hundreds of message boards and blogs that cover SEO in great detail. You have to keep current on SEO, because the search engines are constantly fine-tuning their algorithms. You may have been on Page 1 yesterday, but a little tweak on their end, and next thing you’re lost on Page 20!

Here are some of my favorite SEO forums:
Digital Point
SitePoint
Webmaster World
WebProWorld
SEO Chat

In addition, you should check out the following magazines:
Website Magazine
Search Marketing Standard Magazine
Revenue Magazine

1. Working ON your business, not IN your business.
2. You must have vision of where you are going and the passion not to let anything stop you. Much will get in your way, but nothing will stop you.
3. On your credit line, pay it down, pay it off ASAP, this is a loan not money in your account at the bank.
4. You need a business plan. Would you get in your car and just start driving without a destination and a direction in mind?
5. You cannot do it all, so focus. If you don’ define and refine, no one will know what you do.
6. Sales is not marketing. Just because you were an executive, even if you where in charge of sales, it does not mean you know how to sell.
7. Get to know other business people. It will save you time and money. Help others, it will payback 10 fold.
8. You must have a mentor and a coach that you listen to.
9. You need action and execution plans at all levels.
10. Making money is the most critical measurement you have. Don’t lose site of this. You are not in a large corporation with an everlasting cash flow.
11. Without measurement you will never be successful in the long run.
12. Make sure someone is holding you accountable- even though it is your business.
13. Friends are great, but in business you need the best person for the job. Put the right people on the bus.
14. Always try and get as much cash up front as possible.
15. If you can’t do it right, do you really think you will have time to do it again?
16. Pay your bills early or on time. If you can’t, call and let them know.
17. I do business with you; then you need to be doing business with me.
18. You need to lead.
19. Do what you do best and Delegate the rest.
20. Success comes to him who is persistent.
21. The Wait Rule, delayed gratification.
22. Test it, check it, demand proof; Don’t settle or pay for possible.
23. Keep all control, share all profits.
24. Partnerships are more risky than marriage.
25. Priorities - Get them straight before you go into business, then live by them.
26. After all your research work and planning - Double the expense, half the revenue.
27. Explain the time and commitment to your family, get their buy in; do not proceed with out it.
28. Have a budget, stick to it. Manage by it.
29. Sales projects must be justified and production costs must match them.
30. Have the right insurance - Get the right price.
31. Get organized or find someone to do it for you.
32. If you think “if this doesn’t work, I will just get another job,” it will never work.

“ad:tech is an interactive advertising and technology conference dedicated to connecting all sides of today’s brand marketing landscape. Worldwide shows blend keynote speakers, topic driven panels and interactive workshops to provide attendees with the tools and techniques they need to compete in a changing world.”

I’ve heard great things about last year’s ad:tech, so I decided to check it out. Being so close to NYC, and scoring a free pass from one of my affiliate managers, it was a no-brainer. I was initially going to just drive to the show, but then I started thinking about Ferris Bueller’s Day Off, and I didn’t want some crazy parking attendants joyriding my Porsche through New York City. So instead I took the train into the city..

ad:tech now spans 4 days, but with my hectic schedule, I was only able to go up for one day. Most people will need at least two days to visit with all of the exhibitors, as this is truly a monstrous event! I know the planners chose the Hilton because of it’s location and everything, but in my opinion, it was a bad call. Everyone was packed in like sardines (it was sometimes challenging just to walk through some of the jam-packed hallways), and the layout of the show was absolutely confusing, with 4 or 5 seperate exhibitor areas spanning multiple floors. They could have avoided this if they had held it at a different venue that could accomodate such a large group (like the Jacob Javits Convention Center).

That said, I thought it was a great event overall. I wish I could have stayed for the Money Makers Party at Pasha, but an emergency back home caused me to cut my trip prematurely short. This was my first industry event, but it definitely won’t be my last - I’m already signed up for Affiliate Summit West in Las Vegas, and I can only imagine what the parties out there will be like!

If you’re not familiar with SCORE, you should definitely check out their website. SCORE “Counselors to America’s Small Business” is a nonprofit association dedicated to entrepreneur education and the formation, growth and success of small business nationwide. SCORE is a resource partner with the U.S. Small Business Administration (SBA).

Founded in 1964, SCORE has 389 chapters in locations throughout the United States and its territories, with 10,500 volunteers nationwide. Both working and retired executives and business owners donate time and expertise as business counselors.

Some recent advice from SCORE newsletters that might be helpful:

Q: What are some key considerations for sustaining and growing an online business?

1. Watch Your Growth. Sometimes, small companies grow too fast. It’s best to have a measured growth plan.

2. Keep Upgrading in Mind. Always think about how you will upgrade your site, because it is something you will need to do as you grow.

3. Invest in Customer Service. This is key for any business.

4. Think about Next Steps. Do you have an exit strategy? Should you partner with other more popular Web sites? These types of things should always be on the minds of e-tailers.

Q: What are some common misperceptions or mistakes that aspiring online entrepreneurs make?

A: Some e-tailers may start their businesses with shoddy business plans and the idea that they can “get rich quick,” since the Internet is so popular these days. But these entrepreneurs are most likely the ones who will crash and burn. To avoid this scenario, use good balance-sheet math; have a revenue model, a clearly-defined exit strategy, and good communication with stakeholders; sell merchandise at the right price; understand the industry you are in; and perhaps most importantly, leave your ego at the door.

Q: How important is it for new business owners to work with a mentor like SCORE as they launch and manage an online business?

A: This is very important. SCORE offers what e-tailers need most - expert business counseling and advice from entrepreneurs who have been there in the trenches. SCORE’s Web site also offers many cool entrepreneurial tools to set the foundation for business success.

Q: Obviously, the future for e-tailing is very bright. What trends should owners be watching?

A: The Internet is really a global phenomenon. E-tailers should keep track of their customers and see how many hits are coming from overseas consumers or businesses. If it’s a substantial number, they should consider targeting these folks more directly, or perhaps launching a Web site in another language.

Q: What is the most important piece of practical advice you would give to someone interested in starting an online business?

A: Think of an online business as any business. Write a good business plan, grow methodically, and keep customers happy. Online retailing is a growing area and offers many great opportunities for hard-working, creative entrepreneurs. There is nothing stopping entrepreneurs of any age to test the online waters.

If you do any kind of online marketing, you should know one of the most important rules of online business. The money is in the list. What does this mean? When you get customers, you need to get their contact details. These contact details, when made available, let you directly market to people who have visited your site and shown interest in your product. However, with the new CAN-SPAM act in full effect, you’re often better off letting professional services handle email marketing for you. Enter Constant Contact.

With Constant Contact you can promote your products and services easily and quickly to people who sign up for your mailing list. Constant Contact offers great looking templates and a free 60 day trial of their service. I’ve been using them for years, and I’ve been thrilled with the results!

My previous post outlined how to building a website. But if you’re building an actual e-commerce site, there are a few more things that you’ll need in order to get started.

1) Get A Dedicated Phone Line

Even though it’s a web-based business, there are still many people out there who don’t feel 100% comfortable placing orders online. Prominently display your phone number on each page of your site, so that if a visitor has a question or concern, they can easily reach you. You should have a dedicated phone number just for this purpose, and get in the habit of answering this phone with a professional business greeting. (eg. “Thank you for calling ABC Widgets. This is Dan, how can I help you today?”)

If you’re on a budget, I’d suggest going with a VOIP (voice over IP) solution, which offers a LOT of additional features, at a much cheaper montly price. I use Vonage, and I get unlimited local and long-distance calls for just $24.99 a month. I was previously paying $86 a month for similar features from my local provider!! (If you want to give it a try, shoot me an e-mail and I’ll send you a link good for a free month!)

Another option is to use a service like GotVMail. With GotVMail, your small business can sound more professional and streamline its communications by creating a virtual office that connects callers to employees wherever they are, on any type of phone – home, office, VoIP, or mobile - without any equipment to purchase or maintain. GotVMail combines a unique toll free or local number with a host of advanced features. It functions as a virtual attendant, hosted PBX system, and sales and marketing tool allowing your small business to always sound its best. It also allows you to better manage voicemails and faxes with message delivery – listen to voicemails and view faxes right on your computer.

2) Get a Merchant Account

You need to get a merchant account in order to accept credit cards. This is a very shady industry, and if you aren’t careful, you’ll find yourself stuck in a long-term contract with a lousy plan that costs too much. You’re used to seeing credit card machines when you go to regular stores, but as an online business, you don’t need one. Yet they’ll try to convince you that you need to lease a machine, at “ONLY” $45-60 a month. An unbreakable lease. Forget that, find a provider that lets you run credit cards over an internet gateway (web interface), and save $540-720 a year!

Merchant Equipment Store is one of the largest merchant equipment and service providers in the country. Over the past four years, they have maintained a flawless rating with the BBB, having received not a single customer complaint! They scan the marketplace constantly to ensure they’re providing our customers with great service and equipment at consistently low prices. And with Merchant Equipment Store, you wont find any startup or hidden fees on merchant account set-ups.

In addition, you should sign up for a PayPal Business or Premier account. Many people still don’t feel safe giving out their credit card information, but are willing to pay using their PayPal account. It also gives the customer some options - They can pay using their PayPal balance, with funds in their bank account, or using a credit card. It costs you nothing, so start accepting PayPal payments today!

Hopefully this should help get you started on your new e-commerce site. As always, if you have any questions, just leave me a comment and I’ll be sure to respond to you as soon as possible.