Untangling The Web

Marketing a Virtual Store

Listing your virtual store's URL in different directories or search engines may increase your traffic. All Web sites can register in these directories; maintained by various sponsors, these groups sort Web sites into topics, then refer them according to individual information requests. Registration is needed for inclusion on such sites. Most directories or search engines post registration information on their individual site. Typically, it takes two or more weeks to list your address.

Linking your site to other sites (known as a "hot link") can also increase user traffic. Debbie Levitt of As Was http://www.aswas.com generates business for her Web-design-and-development company by putting her name, logo and a hot link on every home page she creates, so that anyone who likes her work can always find her.

Getting linked to others' pages involves doing research, finding the appropriate links and asking those individuals for permission to set up links.

For a fee, you can advertise on participating Web sites; they will place a link somewhere on their pages with a brief statement about your company. Interested individuals can then click on the link for more information. Costs and set-up situations vary. IPA (Interactive Publishing Alert) Online Advertising Index http://www.netcreations.com/ipa/adindex/index.html seeks out sites offering advertising space for sale and tracks their prices.

From selling merchandise online to using e-mail to enhance your day-to-day operations, the Internet has boundless possibilities. Now is the time to consider getting in on the "ground level."

Contact Source

Find/SVP, 641 Avenue of the Americas, New York, NY 10011, (212) 645-4500.

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This article was originally published in the November 1996 print edition of Entrepreneur with the headline: Untangling The Web.

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