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How to successfully run an online dating site...

Online dating has had an enormous impact on the singles market over the past twelve years or so and has gained incredible momentum during this time for both business owners and end users (customers)

Big corporate online dating companies, 90% of which were among the first to enter the dating industry have well and truly entrenched themselves as industry leaders. This principal certainly relates to any industry meaning those who successfully put new ideas into action usually end up leading the way in their chosen industry. Sooner or later as they become more successful, others will begin to challenge them for market share.

So the online dating industry from a business point of view as it currently stands is made up of a handful of huge companies and thousands of smaller businesses competing to find untapped niche ideas. Competing in the main stream is achievable but requires extreme patience, research and careful planning even before you launch a new dating website.

One of the biggest hurdles new comers to the industry will face is achieving good search results within the Google search engine. It is relatively easy to optimize a website for search engine rankings if you target less competitive keyword phrases than the most commonly searched keywords. Commonly searched keywords such as online dating, dating or singles could take around one or two years to achieve search engine exposure due to the amount of competition fighting for those same keyword rankings.

Most search engine optimization experts will recommend that in competitive online businesses, it is wise to aim for high search engine results targeting less competitive keywords. For example: 1/ Competitive keyword - 'Singles' 2/ Less competitive option - 'Online singles website' Option 2 is also referred to as a long tail keyword. One of the benefits of targeting long tail keywords is that several other search combinations are also being optimized at the same time. For example: 'Singles online' and 'singles website'. So from that one keyword phrase stated in option two, there are three keyword phrases that you should soon start ranking for on Google search.

Setting up your site: Structuring your online dating site is the first thing you need to get right so your dating site is search engine friendly. If you are out sourcing someone else to build your online dating site make 100% certain they know how to structure your site correctly for search engine purposes. You would be amazed at the amount of diligent website designers that have little clue on structuring a website correctly for search engines. Its a very similar comparison to an offline business where by a shop may have had a $100,000 fit out and looks amazing, but its five streets back from the main road and nobody knows its there. A website is no different, you need to be seen.

Firstly, it is important to include text on every page relevant to the topic of that page. Don't use images for text purposes, in fact try not to over do it with images for illustration purposes either. Search engines ignore images but love text content. Meta titles and descriptions are what Google first views when it starts crawling your site. Customize the meta information for each pages relevancy. Your meta title should be less than ten words. Your meta description can be as long as you like, however two or three sentences is fine. Next you need to make sure each page's url is relevant to the topic of that page and includes keywords - Notice the word relevant keeps coming up! Now you have a well structured search engine friendly online dating site, however it wont be enough to rank on the first page of Google, yet, but at least you know you are starting on a level playing field.

These next steps will bring you inbound organic links. Organic links are when other sites or blogs link to your site from theirs. These types of links are far more valuable and will bring you much better results than manually listing your site with directories. Listing with directories is fine for building some foundation for your link building campaign, but organic (natural) links is what you need, and lots of them that are mostly relevant to singles , online dating or chat rooms depending on your target niche. Don't get conned into promised short cuts like link farms, there are no short cuts that will give you long term rankings, the fastest way is to do it by the book. Organic links don't grow on trees so you need to be able to make your dating site interesting enough so others will want to link to you. Link to sites that themselves are rich in keyword text that matches your own.

Install an article software module on your home page. Ensure the software allows you to customize the meta information as described above so each article is search engine friendly. You will need to compose three to five articles per week each of around 450 words and upload them onto your articles module. The articles you compose will need to be original, 100% unique content and relevant to your site. (Don't try to fool anybody by submitting other peoples work that is already on the net, it will do you more damage than good.) Wait for around 2 weeks then submit the article to around eight article submission sites. Bloggers, journalists and the like will use your articles for their sites effectively giving you organic links.

Its a long haul, but for those willing to commit to the challenge, owning one or several successful online dating sites can be lucrative and offers a great lifestyle allowing you to work from home setting your own hours.

>>> 8 Little Design touches to improve your website  

Website design isn't always about the big, impressive things like animated intros and bold new logos. In fact, the little details can be just as important to the success of your site.

Here are eight ideas which, if used the right way, can improve your website. Some take less than 30 minutes to implement...

Customise your error messages

Who says that all error messages have to be written in dull, technical language? So many sites have pages that pop up with messages like "Error 401 Page Not Found".

Do you think your average visitor knows or cares what a 401 message is? Instead, personalise your error pages. Make them friendly and clear. Let people know that something went wrong, but offer easy advice on how to return to the previous page or homepage.

Make the logo clickable

Click logo, return to the homepage. That's just something that most users expect. If your logo doesn't do that, add a simple line of code and make your visitors just a little bit happier.

Tell people where they are

Consider using "breadcrumbs". This is a simple form of navigation that usually sits somewhere between the bottom of the main header and the top of the page content.

As the name suggests, breadcrumbs leave a little trail showing where you are in the site. For example, the trail might read:

Home --> Special Offers --> Electrical Offers --> iPods --> Nano

That means the user is on the iPod Nano page. Yet, by glancing at the breadcrumbs they know they can click back to the electrical offers page for more general information.

Have a Favicon

The favicon is the tiny symbol that sits in the URL bar, usually to the left of the URL itself. It's often a scaled down version of the site logo.

A favicon is an extra bit of branding for your site.

But, favicons also show up in bookmark lists. It helps users who've bookmarked your page to find you quicker in a list of pages.

Make contacting you easy

Don't make users search for your contact details whenever they want to get in touch or find out where you're based. Put a clear contact link on every page, including in your main navigation bar.

Allow a little whitespace

Hectic design tires the eye.

Allowing whitespace here and there gives visitors room to rest and focus on more important details. After all, if everything is emphasised, then nothing is important. Of course, whitespace doesn't actually have to be white, just empty.

Try leaving extra gaps between your header and main content, or removing a quarter of the copy on every page.

Choose a clear font

Some fonts just don't work well online. Many serif fonts like Times Roman and Garamond are too compact and decorative.

Use wide, open fonts like Verdana, Arial and Tahoma in at least 12 point size. More people can read them at all resolutions. You'll stop straining your visitor's eyes.

Put useful stuff in the footer

Avoid filling your footer solely with links that exist for the search engines and not for the user. While links are important for search engine optimisation, consider at least adding clear "Home" and "Contact" links in the footer. Your users will appreciate it.

>>> Four Ways to Use Video on Your Website 

YouTube, Metacafe, Google Video and a dozen other sites have made it incredibly easy to upload and share video content. (According to YouTube, 20 hours of video are added to the site every minute). These videos can be embedded in your site with just a simple line of code.
On top of that, broadband speeds means that the majority of internet users can now access online video without experiencing long delays.
Factor in the low cost and high quality of digital video technology, and there's really no excuse not to experiment with video on your business website.
But how is video best used on your site? Here are four ideas to get you started.

Introduce Yourself
Video can be a much more personal, intimate medium than written text, so why not introduce your company? However, this isn't a licence to be boring.
Some business owners make the mistake of thinking that just because something is presented in video form, it's necessarily interesting. Dull, talking-head corporate mumbo jumbo is just as boring as its written equivalent.
Instead, create something that embodies what your company is about. If it's a small business, briefly introduce the team. If you're a larger business, create a punchy overall intro. Think of it as a short advert or "hook" for your company and the personalities behind it.

Explain Complex Products
People consume information in different ways. While some respond to easily-scanned text content, others prefer video. Offering users the choice between reading a product specification or watching a video on the subject means you're catering for a wider variety of users.
And, when it comes to demonstrating a technical product in particular, a video can be far more useful than a written explanation. If in doubt, contact your website development company to find out how you can integrate this with your site.

Demonstrate Your Expertise
Next time you give an interesting presentation or talk, why not share it as a video? When you're about to write a blog post, consider mixing it up by adding a video guide or a brief opinion instead. It's all an opportunity to show your knowledge and skills. Many blogs work with a complement of video and text - with a video for visual learners and a transcription below for those that prefer written copy.

Make Something Useful
Video doesn't have to have people in it. You could create a guide, or a slide show, or an animation. But make something that offers genuine value for the watcher. It could be a how-to, an interview or a study. It could be something that's fresh, unique and entertaining.
Videos are a very share-friendly medium. If your content is good enough, videos are amenable to being spread and shared across the web. Speak to your website design company to find out how you can start adding video to your site.

>>> Myths about Businesses and Social Media 

Some say that social media is only for small companies. Others say it makes no difference to hard sales. Some say its influence is on the slide, others point to social network horror stories to justify why they won't get involved.

While these tales persist in floating around, it's worth pointing out a few enduring social media business myths:

It's a fad

Face it: Social media exists and that cat is not going to be forced back into the bag any time soon.

Yet, there are still countless companies who think that this fad will pass. That the negative comments building up on Twitter about your company have no affect on the bottom line. The fad won't pass, and the comments do matter.

It's controllable

It can be a frightening prospect to relinquish control. But the important thing to remember is that the control is already gone. Your job now is to start conversations with your customers.

But, some businesses still think that they can control opinion on the internet using old PR and marketing techniques. That's what leads to social media horror stories. Things won't always go the way you want them to - but that's okay. It's all in how you react.

It's a one-time setup

Got a blog and added nothing to it? Set up a Facebook Group and left it to lie dormant? What about the company Twitter account?

Web conversations are ongoing. Unlike advertising of 30 years ago, when you could simply send out your latest TV ad and wait for the money to roll in, marketing online generally requires a rolling strategy.

For example, if someone's unhappy about your company on Twitter, they might choose to share that with their followers. But, if you're regularly checking Twitter mentions and interacting with your customers, you might be able to offer a remedy to that customer's problem. That negative report quickly turns into a positive story.

If you're not there, you can't do anything (until it's too late).

It's an unmeasurable mess

Sure, it's hard to quantify good reputation and interaction.

However, social media channels actually provide more measurable metrics than often assumed. For example, you can track which sites send traffic to your homepage and when. You can see how many people arrive at your latest blog post from Twitter.

Most importantly, it can have a measurable effect on your bottom line. Just look at Dell who claim that Twitter accounted directly for $6.5 million in sales.

Our type of customer doesn't use social networks

Some businesses seem to think that it's either geeks or kids who are on social networks. But the demographics are far wider. Consider LinkedIn. This is a social network - yet it's predominantly used by professionals and businesspeople. Social media is a term that encompasses a huge variety of customer types.

People will find us regardless

Marketing is essential whatever the medium. You can't rely on word of mouth alone. Social media helps you use free and effective channels to promote your content and company. Of course, having a usable, well-coded site helps. If you want to make your site more search and social friendly, speak to social media developers.

Not all forms of social networking on the web will be right for your company. However, it's important to cut through the myths and figure out which channels work for you. Because the chances are that at least some of the recent online social innovations could improve your sales.

>>> Is Fresh Content Really That Important For Your Website? 

Talk to web marketers and SEO companies and they all say the same thing: fresh content matters for your website. But is it really so important? Wouldn't a few well-optimised static pages do the job?

Well, it's worth remembering what regularly updated content says about you to both your customers and to the search engines:

What you're telling your users
Here's the thing: fresh means alive, stale means dying. At least in a user's eyes.

If your latest news is from two years ago, or your blog hasn't been updated in six months, it doesn't reflect well on you. At best it shows that you're too busy to care. At worst, it shows a neglectful approach to business.

Also, if your content is high-quality, you're giving your users a reason to return to your site or subscribe. Visitors start to see you as a resource, or as a leader in a particular field. Regular, useful free content (whether text-based or downloadable applications) is great marketing. So fresh content makes your users see you as:

* Dynamic
* Trustworthy
* An authority
* Useful

What you're telling the search engines
By updating your content frequently, you're telling Google and the search engines that you care about your users.

Why does that matter? Well, a search engine's quest is to deliver relevant content to users. Part of being relevant is how recent an article is. For example, if you search for "latest website design tips" it's no use getting an article from 2002. Therefore, if you have fresh content, a search engine sees that your site:

* Isn't neglected
* Is more likely to offer useful content
* Is more likely to offer relevant content

So, how does that help you?
Okay, so the search engines like fresh content. But why does that matter to you? Ultimately - it means higher rankings. And, as most people with a website now realise, high search rankings can equal hugely increased traffic and sales.

Any other benefits?
While we're on the subject of search, it's worth remembering that indexing text is still a key factor in how search engines work.
So, it stands to reason that the more content (text content in particular) you have on your site, the more chance you have of ranking for a variety of search terms.
You're also more likely to attract links from other websites - something which pushes your site even higher up the search rankings

In the end...
Fresh content is hugely important for your website's success. Even If you're not thinking of your search rankings, it can help increase your credibility and profile among your customers. After all, who wants a stale website?

==>> Oliver Pluckrose is the Head of Development for Online Business Solutions UK Limited (OBS Group) - a web design company based in London. Formed in 1998, OBS Group's ethos has always been to provide simple, end user-driven website development for a sensible, fixed price. For more details please visit: http://www.obs-group.co.uk/

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