To build better Web presence, click Google

All the rage about Facebook, Twitter and LinkedIn lately for interfacing on the Internet may have generated quite a bit of Web interest, however, they don't hold a candle to Google when it comes to gathering information for a solid Web presence, according to Newfangled Web Factory, an Internet Web design firm.

This topic had the attention of members of the Northwest Florida Chapter of the Florida Public Relations Association during the May 19 meeting.

"Google's objective is to organize all the worlds' information," said Mark O'Brien, president of Newfangled Web Factory. "It is proven that 70 percent of a site's Web traffic is generated from search engines. Sixty percent of that is Google."

With a myriad of businesses represented at the meeting there was no lack of concern for building a user-driven Web site.

Concerns for revenue generating businesses, from getting people to a store or restaurant, to reaching across the globe for tourism, the main question was, "What are the key words and how do we use them?"

Getting past the age-old question, which is recent in the world of technology, of implementing key words to get a higher ranking on a search engine, O'Brien offered a better way, "Google is the way. Google is the Web."

The key issue, not word, is content, according to O'Brien.

Having a blog, a monthly or quarterly newsletter and a plethora of Web pages that are user friendly with a lot of content will drive a Web site higher in ranking with Google, he said.

As O'Brien spoke, members jotted down every tidbit of information and advice to help establish a presence on Google.

"Content controls everything," he said. "The more content a Web site has the better positioned it is on Google. However, don't create content just for the sake of having a lot of it. Be genuine and true to your brand."

O'Brien explained how Google rates a Web site for placement. An older, established site will rank higher than a new one. He cautioned members that a new site may not generate results for up to six months. However, he said to keep it fresh, even without much traffic, content should be added continuously.

Getting beyond ranking on Google, he said to keep blogging with Facebook, Twitter (which he believes is a passing phase with a 60 percent user drop rate) and LinkedIn.

"Use what's out there," O'Brien said. "Blogging and interfacing can create good links, which, Google looks at to establish a Web site's validity."

Beyond quick snip-its and the brief Google 101 presentation, O'Brien encouraged members to implement strategies now, not tomorrow.

"The Internet is the most powerful vehicle for marketing," said Tracy Louthain, director of public relations for the Walton County Tourist Development Council. "One thing I learned today is that we have so much content that we are not utilizing to increase our ranking."

The information Louthain gathered came at an opportune time, she said.

"The TDC is in process of working out a contract with a new Internet firm," she said. "I have a better understanding of the questions we should be asking. We need to have a solid Web presence and it's important to know how to attain that."