Written by juicypeanut on 7/27/2010 12:40:00 AM
When making your online marketing strategies there is but one general goal that any website is focusing on and that is getting a high ranking on search engine results pages or SERP. The most sensible objective is to land in the first three pages of the results for your selected keywords. Anywhere beyond those first three pages is useless and will have but minimal impact on your revenue. In other words, you simply don’t exist in the World Wide Web.
Now the question, of course, that should follow would be how to get there. There are several methods you can choose but first you need to decide on the team that will be in-charge of the implementation of the process. While in several companies, a dedicated online marketing team is formed to focus and maintain their digital marketing campaign, many still resort to hiring professional SEO providers. Both have its pros and cons but there are cases where it is better to outsource your online marketing program because of the complexities in some SEO strategies such as link building and affiliate marketing. Either way, you need to ensure that all the effort can lead you to a better business standing and that the whole program is sustainable.
There are several methods in doing your online marketing or internet marketing. You may choose from the traditional display marketing or banner ads, search engine optimization or SEO, link building, affiliate marketing, email marketing or online PRs. Depending on the availability of financial resources and the time given to do this, your choice of internet marketing strategy shall be decided on these two components. While some may be done by an in-house team, SEO and affiliate marketing is better handled by the professional. Should you choose to do this, it is imperative that you be closely involved especially on the preparation stage for this plays a vital role in determining the directions for your campaign.
In general, SEO and affiliate marketing aim to drive traffic into your website by getting a high ranking in SERP. Once traffic is there, naturally, users will be exposed to your products and this could translate to sales and revenue. To start off, you need to first determine the keywords you want to use for your content. This plays a crucial role in how search engine bots or spiders shall categorize your website. Determine first the most common phrases being used in your industry. Then, using Wordtracker, check on the number of hits that these keywords get. Know also the number of URLs or the size of your competition so that you can somehow gauge the length of time that it will take you to have a good ranking in search engines.
Once the pre-work is done, discuss with your SEO provider which are the best option for you. Link building, for one may be presented to you in various packages available depending on your budget. You can opt for one-way link building, complete link building or exchange links. You will need to ensure, however, that your package specifically states that links will only be done with relevant sites. Search engines, especially Google, are now after quality and not so much on the quantity.
Compliment your internet marketing strategies with traditional marketing ways to further strengthen your presence on the web. This may be done through PRs, participating in forums and discussions, above and below the line marketing strategies, on-ground activities such as guerilla marketing to better promote your URL. After all, going beyond the electronic medium and back to the basics can pay-off at times.
While SEO and other online marketing can help create awareness for your site, remember that your strategy should not stop there. Ensuring sustainability of hits that can be converted to sales is a responsibility both by you and your SEO provider.
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