subject: Internet Presence and Website Promotion [print this page] Internet Presence and Website Promotion Internet Presence and Website Promotion
Internet presence is a powerful marketing and sales tool. Without it, the potential success of your future business is considerably reduced. There are different levels of exposure on the Internet and different reasons for having a web site, which may be the equivalent of an information brochure or may be the sole source of sales.
Let's assume that you have a web site, that the design looks good and the site functions as it should. If your web site is a promotional or sales tool for your company, this is where your head of marketing needs to have Internet marketing experience or access to someone who does.
Website promotion: the main goal of Internet marketing is exposure. Google remains the Search Engine of choice and all web site owners want a page one 'organic results' position. The alternative is to appear on page one with a pay-per-click Google-ad.
There are many contributing factors to gaining a good ranking on Search Engines. Historical presence is one, others include optimised content and high value inbound links.
Optimising content requires good writing skills coupled with optimising experience and some industry knowledge. Researching successful competitor sites can often be a source of inspiration.A knowledge of html will enable the code to be optimised - page title, image title and tags, H1 headers, etc.
Inbound links may be from listings (usually low value) or relative sites (high value). An Internet Marketing specialist will target a number of ways to generate links from anchor-text keywords on popular sites. A link from a high ranking page helps your site's ranking, especially if it contains similar content to your site and is linked from a word or phrase that is significant to your site content as an anchor-text keyword.
Ways to build good quality links to your website include writing for and linking from informative business blogs that provide good content on the same subject, also submitting interesting articles (like this!) to various internet publishing sites.
Whilst much of the search engine ranking process is automated, it is driven by human actions. If your site is interesting and therefore popular with human users, it will ultimately be recognised as such by Search Engines.
As an alternative or complementary tactic, PPC is a matter of the advertising budget being diverted from, say, local newspapers or market-sector magazines to Google or other Internet advertisers.
