Oct
11
Why Ongoing Internet Marketing is Vital for Your Website’s Success
Filed Under General Stuff, Pay Per Click, SEO
You get your fabulous new website. You put it online. You sit back, and wait.
You design a great magazine advert. You file it away in a back room. You sit back, and wait.
The two are equivalent and the end result is the same!
Nobody will ever come looking for your ad in the bottom drawer of a filing cabinet and the same goes for the online world. Just because your website is somewhere ‘out there’, it doesn’t mean that any of your potential clients (or the search engines for that matter) will find it. They have to be sent there!
This is why allocating a separate budget for an ongoing Internet Marketing campaign to drive visitors to your website is every bit as important as investing in professional Web Design. Many websites totally flop because their owners fail to grasp this vital (and seemingly obvious) point.
Read on to learn more about Internet Marketing and how to go about it.
Climb up the search engine rankings with ongoing Search Engine Optimisation
The best known Internet Marketing strategy is to get your website to rank high in the search engines (Google, Yahoo, MSN, etc). This is known as Search Engine Optimisation (or SEO).
SEO should begin right from the Web Design stage, by designing your website and its structure in such a way that the search engines can easily access and index its content. Besides, you should entrust the writing of the text on your web pages to an experienced SEO copywriter, who will ensure that your web pages target the very keywords your potential clients are searching for.
Once your website is up and running, don’t be disappointed if it does not appear in any of the search engines right away it won’t! Only one thing will actually get your website to climb up the search engine rankings and continue to maintain its position there an ongoing SEO marketing campaign comprised of the following strategies:
- Add new content regularly to your website
By adding new web pages, articles or blog posts regularly – at the very least on a monthly basis – your website grows and gains greater credibility in the eyes of the search engines, resulting in higher rankings. On the other hand, if you do not keep on adding new content, your website will eventually be branded as ‘stale’ and penalise accordingly. - Add inbound links to your website on a monthly basis
The search engines can also estimate how ‘important’ your website is based on the amount of other websites that link to it. Some people will link to you eventually if you put a good deal of interesting and valuable content on your website, but this is not usually enough. The inbound linking aspect of SEO involves free and paying for a number of new links to be set up to point to your site. Keep in mind that rather than adding a large amount of inbound links at one go, it is much better (especially as regards Google) to add a few links regularly on a monthly basis.
Give your website an initial boost with Pay-Per-Click Internet Marketing
Achieving high search engine rankings is something that takes a considerable amount of work – and time. Your ultimate goal should be to get the majority of your visitors via the search engines and, since SEO generally takes about 8 months to 1 year to start producing results, it is something that you have to start working on right away.
In the meantime, you should drive traffic to your website using Pay-Per-Click (PPC) marketing, where small adverts are placed prominently on the search engines (in the search results of your target search terms) and you pay only when someone clicks on your ad and is sent to your website.
We recommend that you budget to run a PPC Internet Marketing campaign concurrently with your SEO for the first year. Eventually, once the Search Engine Optimisation is yielding results and you are getting traffic on your primary search terms, you can divert your PPC marketing budget as needed, to cover secondary search terms related to your business.
Effective Internet Marketing is crucial for your website to receive the consistent volume of traffic it needs to produce results. The sooner you embark on a properly organised campaign, the sooner you’ll begin reaping the rewards of your online presence.
You can read more about successful long term Internet Marketing here.
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