Effective Online Marketing- A Basic Understanding
Effective Online Marketing- A Basic Understanding
Developing a website is only the first step to creating a powerful web presence that helps to build and promote your organization. You need to attract traffic to your site for all of the design and development effort to have the value you need.
Attracting traffic is accomplished with search engine optimization (SEO) and search engine marketing (SEM). We'll explain what they are and how to do them.
Search engine optimization: People browse the web using search engines. They type keywords relevant to their search into the search engine and they click on the results that seem most relevant to them. So the question organizations want to know is: How can I get my site listed on search engines so that it appears in relevant search results?
Search engines regularly scan websites and take note of various pieces of information on the site so that they know how and when the site should appear in search results. Website owners can build their sites to help search engines understand what the site is about and to improve the placement of the site in search results. They are optimizing their website for search engines search engine optimization.
Search engine optimization is accomplished in a number of ways and this is an ever-changing science as new techniques are developed and less important ones fade. Some search engine optimization techniques include:
Keywords: Your site needs to use the kinds of words that your users would type into search engines. There is a science to this, including where the words should be used and how often.
Tags: Sites can incorporate a number of tags from page and post tags to alt tags on images which not only helps users understand and navigate the content better, but helps search engines sort and display the site appropriately.
Page titles: Titles play an important role in telling search engines and website users what they expect on the page.
Backlinks: Every link back to a site is a vote of credibility for the site. The more links, and the more trusted they are, the better.
There are many more options, too.
Search engine marketing: If website traffic generation success was just about showing up in search engine results, it would only be accomplished through search engine optimization. However, Google (the most popular of the search engines) only displays the top ten search results per page and people rarely click past the second page of results.
So, website owners need a comprehensive plan to provide more opportunities for people to find their site. This is done through search engine marketing. Like search engine optimization, search engine marketing is an ever-changing science with new opportunities arising and less important techniques fading away. Some search engine marketing techniques include:
Article marketing: This is where a site owner has one or more articles written and disseminated through an article distribution service. These provide SEO-friendly backlinks while helping to send traffic that might find the article before it finds the website.
Social marketing: While social marketing (through social media sites like Twitter, Facebook, and LinkedIn) is its own subset of internet marketing, it does offer search engine marketing opportunities through optimization of links and profiles.
Pay Per Click (PPC) marketing: Pay per click marketing (like Google AdWords) is a way to drive targeted traffic to a site and paying for every "warm lead". Although some people consider it to be more expensive than other forms of advertising, it can actually cost less and is far more measurable.
Again, there are other options.
Your website's success is only partially dependent on how good it looks or how compelling the content is. None of that will matter without traffic. If you run a website and you want to be serious about generating meaningful, relevant traffic, you need a comprehensive internet marketing campaign that includes both search engine optimization and search engine marketing actions.
WebsiteDesignAndMore.com has years of experience building optimized websites and developing and implementing SEO and SEM internet marketing plans for organizations that need traffic. Feel free to give us a call at 866-333-5001 to discuss how we can help you grow your business's online presence.
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