The whole guide can be viewed or downloaded here in pdf format which can be printed as required.

To ensure that our guide is available to the maximum number of people we have copied the content to this blog where it can be easily navigated through use of categories, tags and cross referencing links.

In this guide we have tried to look at a range of issues of relevance to businesses of all sizes; where possible suggesting routes to utilise technology in dealing with them. In each case we have tried to provide links to further information, research or tools that might be useful to you or your business.

At UKNetWeb we specialise in the technical and strategic aspects of working with the internet.

During the planning stages of website builds we have become accustomed to identifying technological routes to improve business efficiency, drive sales and improve marketing. Areas that are extremely important to the bottom line of any business.

With fears of a recession growing and a never ending deluge of stories about rising prices, the credit crunch and low consumer confidence we decided that we should share some of our in-house knowledge; identifying routes for businesses to use technology as a means to drive profitability.

If you would like direct assistance in following any of the advice given within this presentation we can provide consultancy or support in setting up, managing or integration of any of the services listed.
Our unparalleled knowledge of technical programming and emerging digital media means that we are well positioned to maximise your return from these activities.

Our guide is a working document and we envisage that you and other businesses will have your own tips and ideas on how to beat the crunch. If you think we have missed something please leave a comment or contact us directly through the contact form here.

Thank you for reading, we hope you find this guide helpful.

One major area to consider if you have a website, and let’s face it most of us do, is search engine optimisation (SEO).

There are two forms of SEO to consider; natural search listings and pay per click. The first of these is driven by a number of factors relating to a mysterious algorithm used by major search engine, Google. The second is a pay for service where companies bid for clicks on keywords or phrases associated with their business.

Chances are you have received literally hundreds of spam emails and telesales calls from agencies promising to get you to the top of Google but don’t be fooled! Unless you operate in a niche market, work within a small specified boundary or have a massive advertising budget, getting to the top of Google is not an easy task.

You need to start the process of optimising your site by making a list of all the words and phrases people are likely to associate with your business. Include all the variations you can think of and play around with regional identifiers as well i.e. soap, organic soap, natural soap, beauty products, soap Cornwall, soap UK. If you get stuck try out Google’s Keyword Tool.

Once you have your list, you need to start working out the competition for each of these words or phrases, after all, the phrase may attract 1,000 hits a day but there could also be 2,000 companies fighting for each and every one. The best way to track the number of searches performed against the competition for each word or phrase is to use a service such as Wordtracker which collates searches and the competition for them.

So now you have the list, what next?

This list of keywords or phrases now forms the backbone of your SEO strategy. They can be used to target customers through pay per click or written into the content of your site to improve your natural rankings. Further still, they may even affect the structure of your site with you deciding to dedicate whole pages or sections or your site to a particular area highlighted as a good search term.

The benefit of the SEO approach to marketing your business is that it gives you tangible, measurable results to analyse. This will mean having a suitable tracking code installed on your site, such as Google Analytics, which not only tells you how people arrived at your site by keywords or phrases but also how long they spent there, where they went, who referred them and much more.

This section is only an introduction to the subject of SEO. It is a big area on its own and you should take time to study the process in more depth if you plan to carry out the work yourself. Alternatively, you should consider hiring the services of a professional SEO consultant; recognised by Google and carrying the ‘Google Adwords Qualified Company’ mark shown above.

Better still, by adding credit to your account, the Skype system can be used to call ordinary numbers around the world at a fraction of the cost of normal landline service providers.

If you need a number that anyone can call, simply register and pay for a SkypeIn account, allowing you to receive calls to your Skype account from any standard mobile or landline.

As a tool to manage teams across different locations, Skype offers a quick and effective means of discussion and supports sending files across the internet without the need for an email. When you want to speak face to face, plug in a webcam and off you go.

Skype can be downloaded free of charge from their website available here – http://www.skype.com/intl/en-gb/