How do I increase website traffic?

Q. We operate an Internet-only jewelry store. However, we are receiving very few hits on our site. Our search engine rating is abysmal. How can we attract more traffic to our website?

A. Search engine ranking is indeed important, according to Michigan retailers who operate successful online businesses. In fact, a recent survey by Jupiter Media Metrix, a leading Internet research firm, showed that nearly 60 percent of online shoppers find products by typing the name of the product into a search engine.

Here are some tips offered by online merchants on how to improve search engine placement:

• Register your site on the major search engines about every six months. (Check with your web developer for a list of the most popular engines, as it is always changing.) Most of these sites are free, but some charge for better placement.

• Register each of the main pages of your site in addition to the home page. For instance, if you have separate pages for earrings, necklaces and bracelets, register each of those pages.

• Refine the "metatag" words used in the code for your site. (These are the keywords used in searching.) More is not necessarily better. Include the most relevant words and phrases a customer might use when searching for your product.

Here are some other promotional techniques that have worked well for online retailers:

• List your web address on everything related to your business: business cards, advertisements, product tags and packaging, etc.

• Start a customer e-mail list and send out regular newsletters with special promotions and new products. Encourage customers to join the list by offering a drawing or discount.

• Advertise in national magazines that cater to users of your type of merchandise.

• Exchange links with other sites that sell related items.

• Join online banner exchange and affiliate programs such as LinksToYou.com, Commission Junction (www.cj.com) and LinkShare (www.linkshare.com).

• Join web rings or online directories for your type of product.

• Offer items for sale on online auction site eBay.

• Advertise online using paid banner ads or free classified ads.

Online retailers agree that getting the word out about your website can be time-consuming. The good news is that many of the most effective tools for promoting your site are free. Put the necessary effort into finding avenues for making potential customers aware of your site, and you'll see traffic begin to increase.