There is no doubt that Search Engines, especially Google, play an important role in bringing traffic to a web site. But do we give them too much power?

I have seen more than one small business owner obsess over SEO, keywords, page rank. They perceive rankings and traffic to be the only ticket to success.

Has Google ever bought anything from you? Signed up for your newsletter? Called you on the phone to ask about your services? No, I didn't think so. People do those things.

You must keep your customers and potential customers first in your mind.

Luckily, visitors to your Web site, both the human and search engine kind, respond favorably to the same thing:·

• A simple, cleanly coded design
• Well thought-out, intuitive navigation
• Well-written, descriptive copy

Write page copy for users first. Content presented in clear, concise language that stresses the benefits to the user will lend validity and credibility to whatever claims you make. And put your keywords and keyword phrases to good use at the same time.

Don't ignore usability. Things like proper site structure, logical navigation, descriptive link text, etc., are good for both users and search engine spiders. Both are asking, "Where do I go next?"

Take an honest look at your Web site. This is where the sale is made.

Sure, we all want to show up on the first page of search results. Once found - is your Web site user-friendly or confusing and cluttered? Does it deliver solutions to your customer's problems? Search engines want the same thing the human readers want: good copy that provides them with information that explains what's in it for them.

Diversify your traffic sources. Here are some other important ways to get people to visit your site:

• Always put your Web address on your: invoices, receipts, mailing labels, business cards and letterhead, building signs, company vehicles, promotional items - you get the picture.
• Feature your Web address prominently on newspaper and other offline ads - don't hide it away in the small print.
• Get the word out locally with television, radio or speaking engagements.
• Start an e-newsletter that offers tips and news related to your company or industry with links back to your site.
• I have known many people who have had success using a blog.

Still not convinced? Check out this great link to the San Francisco State University Top Ten list on this very subject. Top Ten Reasons Google is Not God

The new Web site for the Amy Hanssen Training Center in Middleport, NY has information about their wide variety of services, including riding lessons - both English and Western, training for horse shows, horse leasing & boarding accommodations, summer camp, horses for sale, equine resources and a photo gallery.

Whether you want to learn to ride for pleasure or competition, you will find much to your liking in their beautiful facilities and very professional, yet friendly and family-like atmosphere.

Check out www.amyhanssenhorses.com.

Everything old is new again - but better. Matchmakers have made a comeback after years of online dating alternatives.

Dating Solutions, Inc. is a personal, Face-to-Face Matchmaking Service in WNY. They offer a comprehensive screening process, including background checks, and expert guidance with both male and female coaches. Dating Solutions is unique in its ability to match clients in the more natural way - the human way.

Dating Solutions, Inc. is a member of the Matchmaking Institute™ and the only Certified Matchmaker™ in WNY.

Check out wnydatingsolutions.com.

This summer I appeared in the WNED presentation of Wineries of Western New York. I was a customer tasting wines at the Winery at Marjim Manor. The filming, which actually took place last Fall, was both fun and challenging.

The challenging part - for a small person who only drinks an occasional glass of wine - was take after take after take after take...and then "let's shoot again with close ups!"

I was nervous at first, but became more relaxed as time when on, as you can imagine. When I started doing impressions of Rachel Ray, The WNED crew figured they had seen enough and called it a day.

Did you see me? Lots of people I know did. Here are just a few of the many the comments I received:

You didn't drive home after that, did you?
No, Mom, I didn't.

Was I dreaming or did I see you slugging down wine on tv the other night?
Nicely put. Yes, that was me.

You sure liked that wine. Is it really that good or were you acting?
Oh, it is really that good.

Yum-o!

Annette Riley Web Design combines an art background and many years experience working in small business settings. My clients are small to medium size businesses, which I have watched grow and change over the years. Other clients, locally and around the country, have hired me to do updates and periodic maintenance on their web sites, even though I am not the original designer.

I enjoy helping other business owners grow their businesses. I measure my success by their successes.

You are good at your business. I am good at Web sites. Let’s put our talents together! Call or e- mail me so we can talk about your business and how I may be able to help you.