Website Marketing
By: Shannon G. Pearson swpearson@telus.net
What is Website Marketing?
Website marketing is just that: Marketing.
It is getting the word out, promoting your website both on and offline.
If you are new to the world of online business you may not realize the importance of, or the need for, website marketing. "Why should I market my website?" It is a question many ask. It is mistakenly believed that once their website is designed, set up with a host, and looking pretty, there is nothing left to do other than wait for the money to start rolling in.
Website marketing is the only way people, other than friends and family, are going to know your business exists. If nobody can find your store-you won't sell anything and you won't stay in business long. Today, almost everyone has a presence of some sort on the Internet (there are more web pages on the Net than people in the world!) For someone to find your website without directions, would be like trying to find the clichéd needle in a haystack.
How do I market my website?
Marketing your website offline is the same as it has always been. You hire a professional or do it yourself by making sure that every piece of literature or promotional material that carries your name also has your web address. You use directories and of course, word of mouth. Website marketing online is not so straightforward. For those not as knowledgeable about what this form of marketing entails, the advice of experts is the route to go. There are numerous promotional techniques but three of the most effective are: search engine positioning (or placement); search engine submission, and link exchanges.
Search Engine Positioning
You can have the best looking website, dynamite product, and unbeatable prices, but without traffic to your website-you will make no sales. Good placement on the search engines provides the best return on investment of any web marketing process. With the know-how you can have millions of surfers finding your business. 81% of web surfers use a search engine to find what they are looking for, and with all the millions of web pages out there, it is imperative to be at the top of the ratings-one of the first listings on the first pages of a customer's search. So, how do you get to the top of those lists?
Search Engine Submission
Daily, the major search engines are inundated with new page submissions. Mistakenly, many people believe if they submit their pages repeatedly, their ranking with the search engines will increase, while in reality, they may well be 'banned' or have a drastic drop in rank for what is called 'spamming'. On the other hand, if you don't submit often enough, your website could be left floating, lost in cyberspace. This is often a very frustrating part for website owners. How are they to know how often to submit? Are they submitting too often; thereby jeopardizing their ranking, or not enough. There are so many variables in this part of website marketing that it is often easier and less time-consuming to have someone who knows the requirements of the individual search engines do the work for you. Each search engine has its own acceptance format and they vary drastically. If you don't do it right or don't understand the way things work you could be setting yourself up for disappointment. In the end you will save yourself a lot of time, energy and lost revenue.
Link Exchange
Link popularity is very important in ranking your website with nearly all the search engines. To rank number one, you not only require the right mix of content and keywords, but also require your website to be popular. The search engines decide popularity by the amount of traffic through your site. A good way to increase traffic is through link exchange. Target reciprocal links provide instant traffic. This is a solid website marketing tool. Unfortunately, setting up these links takes time and hard work. You must track down sites similar to yours, talk with the Webmaster, and convince them you are a good site to exchange with, and then you may not want to have their link on your site. It's a hassle. For someone putting all their time into starting a business, there isn't time to learn all the ins and outs of link exchange. A company that specializes in getting your business online has lists of links and sites that are just what you're looking for. It's much easier for them to do the legwork for you.
There is a lot more than meets the eye when deciding to set up a web presence for your business. Unlike offline marketing, marketing your website on the Internet is best left to those who do it for a living. The peace of mind that comes with knowing everything is taken care of is worth the cost of having it done right by a professional.
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