Web presence marketing is the process of using the Internet to promote a business. Many have determined that through the World Wide Web they can reach their target audience at much less cost than by using traditional media.
The first step is to develop a professional website with concern for both human viewers and optimized for search engines. The site is then promoted using a variety of techniques. On-going maintenance is required to ascertain the success of the campaign to date and to determine steps to enhance performance. Since the web itself is constantly in flux, the on-going maintenance also involves enhancements to keep the site up-to-date.
A well done web site is of little use unless it is seen. Web marketing is used to generate traffic to your site.
A major component of web marketing is search engine placement. Webconsuls experts can make the changes necessary to optimize the site for search engines and utilize some off-site promotion factors to improve the ranking of the site. The cost of this process, often referred to as organic positioning, is dependent upon the work involved and not with the traffic. So successful organic positioning can bring returns far in excess of the cost. Successful organic positioning requires one to “think like a search engine.” Search engines want to list sites with high reputation that are relevant to the search request. Relevance is generally determined by the content of the web page itself and also content on the various pages linking to that page. Reputation is derived primarily from the quantity and quality of the pages linking to the target page. For Google, reputation is often referred to as PageRank.
However, organic positioning can take many months and for certain terms may never be truly successful. Webconsuls has professionals who can manage sophisticated Pay Per Click (PPC) programs with the major search engines. These programs, which can be implemented in a few days, can bring almost immediate results. The sophistication of today’s search engines means that expertise is required to manage either campaign.
Another component of web marketing is registering with engines and Directories and other web sites that could drive traffic to the target site. While some directories are free, many require payment of a one-time or annual fee for inclusion in their directory. Paid registrations need to be reviewed to determine if the registration fee is economical. While links can improve reputation, some do not. The search engines also use TrustRank to identify the more important sites and reduce or eliminate the importance of links from spam sites with low TrustRank.
Email campaigns can be used to reach a target audience. Webconsuls experts can help its clients build an email list and then use the list to broadcast news and promotional items, so that our clients stay in touch with their customers.
Webconsuls experts can also optimize web sites for Social Media Optimization or SMO. Social media sites allow you to reach online communities related to your product or service and build relevant traffic. Reaching the right online community can generate considerable traffic to your site.
The maintenance process involves using analytical tools to determine how much traffic being generated to the site, what search terms are being used by viewers who visit the site, what terms are resulting on sales or actual inquiries, and numerous other factors. Webconsuls experts can add tools to track these factors and can analyze the results. |
