Currently, there’s only one website that can read flash text and that’s Alltheweb.com. Google, Yahoo, MSN, and the other major search engines don’t read it (and will skip over it). This can be detrimental if your website only utilizes this type of web element. Some people may use just a little bit of Flash in an intro movie for their website, but consider the fact that many intro movies go unappreciated by ways of the “skip intro” button.

Also, take into consideration those with dial-up or very slow DSL internet connections. Rural America is still stuck with dial-up until a suitable alternative can be reached (there are bandwidth limits on satellite internet), so if you want to attract anyone to your website that potentially lives among those with dial-up access, consider using HTML format.

HTML websites are the best for optimization purposes because search engines can easily read it. It also loads quickly on the page and can be easily changed if you understand how to manipulate HTML language. While it may not be as “artfully, exquisite” as Flash, it definitely has a far better reach in regards to your audience.

Skip any kind of Flash if you can, search engines don’t like it and neither do most of the people visiting your website. If it’s not done properly, it can be hard to navigate and can irritate users who don’t have the patience for it to load.

If you must have a Flash website, consider developing an HTML version for visitors as well. You’ll gain favor with your visitors and provide an alternative version of your site in case the Flash doesn’t load properly on the person’s computer (Flash software has to be updated every so often). Remember that Flash can be good, but HTML is great.

There is no law that prohibits your business from operating multiple web sites or owning more than one domain name. However, most local professionals utilize a single domain name for their internet marketing strategy. This approach is based on the conventional wisdom that you want a single brand representing your business. While a single brand strategy is important for focus, to achieve reach it is best to develop local landing pages all built around a network of geo domains.

Not All Local Searches Start With Google

The goal of any online marketing plan is to cast a wide net, providing the reach necessary to find potential clients. Not all internet users start their local search on Google. Yahoo and Bing have a small, but significant, local search market share. Yellow Page companies, like YellowPages.com, YellowBook.com, and Superpages.com have converted former print yellow page customers to users of their online directories. Vertical Directories, including Lawyers.com and TheKnot.com, have developed a large following by blending editorialized content with local directories.

The key point is that the local search universe is fragmented. To reach potential customers in your local market, you will need to consider all potential sources of traffic. One source, that is underappreciated by most small business owners, is direct navigation traffic.

What is Direct Navigation?

There is a growing number of internet users who view the address bar in their web browser as a local search engine. The address bar is the text box at the top of any web browser that contains the domain you are visiting. If a user is looking for a Louisville photographer, they may type LouisvillePhotographer.com into the address bar to see what appears. The expectation is that LouisvillePhotographer.com will display information, either a directory or the website of a local photographer, that is relevant to their search. If you own this geo domain, you can take advantage of this highly targeted traffic.

Advantages of Direct Navigation

There is data to suggest that Direct Navigation traffic converts better than traditional Search Engine traffic. Considering the dynamics of both searches, that would make sense. When a user conducts a local search on Google, they are presented with many options to consider. Paid local advertisers, listings overlaid on Google Maps, and free local listings could give the user 25-30 links on a single page. Most users click a few links and browse the results. The breath of this experience results in less time spent on your website.

In contrast, direct navigation users have a deeper experience since they are viewing a single website. This depth allows them to focus on your message, resulting in a better understanding of your services, background, and skills. With only a single business to consider, there is a greater chance that the user will fill out your contact form or call you.

Next Week – Part 2 – Geo Domain Economics

To a good accounting firm one click driven to contact you for business services could turn into your next 30 thousand dollar client, if you cannot get them to do more than browse your website though then you have lost your chance, most companies are not in the business of educating, they are in the purpose of driving business growth.

Whether you are an accounting firm, a restaurant, or a pet groomer, at the end of the day once they arrive at your website you need to do something to either gather their information or drive them to contact you or in some cases buy on the spot.

In this case the customers current website provider would not allow them access to their site to modify it to properly set it up to target high conversion local customers. First off this is really pathetic to me, once a customer pays for a site it is THEIR site and they have every right to do anything they want to with it, but I digress.

To make up for the fact they could not modify their site we worked up a plan to build separate landing page sites to target locally targeted search traffic that would convert better for them and built a simple call to action banner in the site. The site did not need to be complex, a couple pages highly focused on converting customers is what it was all about.

Results?

Well, by using the landing page approach we were able to target the right customers and provide them with a way to easily contact the firm with a phone call or contact form. By doing this they now receive more customer contact from this one highly targeted, lower traffic site than they do from their primary website which gets 5 times the traffic.

In summary, it is important to provide mechanisms for customers to contact you by providing a compelling reason. This combined with targeting high conversion search terms is a sure fire success plan.