For many Internet marketers the first step in their marketing strategy is to
drive traffic to their website. One of the most effective ways to do this is
through search engine optimization (SEO). SEO is a practice in which websites
are designed and content for these websites is written in a manner which makes
search engines believe the website is valuable to visitors searching for
particular keywords. The relevance of optimizing a website for particular
keywords is that visitors who search for these terms are likely members of the
target audience.
Each search engine uses a unique algorithm to determine the worth of particular
websites relevant to keywords and returns results ranking these websites
accordingly. This is significant because Internet users are categorically
looking for information quickly. They also tend to rely on search engines to
rank websites accurately and are much more likely to visit websites which are on
the first page of results when they search for a particular word or phrase.
Websites which fall on the second page may be visited but those further on the
list are not likely to generate much traffic through search engine results.
Search engine algorithms consider a number of factors when ranking websites.
Some of these factors include keyword density, META tags, ALT tags, keyword
prominence, inbound links and previous traffic. SEO is a complicated process
with no guarantees for success. Many who profit from increased traffic to their
websites are wise to employ consultants to properly optimize their websites.
SEO is not the only way to drive traffic to a particular website. Another
popular option is to actively participate in trade related forums. These are
communities where those who share particular interests congregate to share
ideas, ask questions or just chat. Providing insightful commentary on these
message boards and including a link to your website in your signature is one way
an individual can drive additional traffic to his website. It is important to
remember this should not cross the line to spam. It is acceptable to include a
link in your signature if you are contributing appropriately to the conversation
but incorporating a link without a valuable comment may be considered spam.
Converting Website Visitors to Customers
Increasing traffic to a website is only half the battle when it comes to
Internet marketing. Ideally those who are visiting the website are members of
the target audience. This won’t always be the case but if care was taken during
the previous step most of the visitors should have an interest in the website.
Now that this is accomplished it is time to utilize the website to market
directly to the members of the target audience. This can be done in a number of
ways and is largely dependent on the goals of the marketer. Profit through a
website is usually accomplished in one of two ways. These methods are enticing
visitors to purchase a product or service and enticing visitors to perform a
desired action such as clicking on an advertisement.
Ecommerce websites are those which are selling products or services. They profit
when visitors make a purchase through their website. Some of the marketing
strategies for accomplishing this goal are creating a user friendly website
where finding products or services is simple, providing products or services
which are of value to the visitors at reasonable prices, providing useful
information enticing the visitors to make a purchase and offering the visitors
incentives to make purchases.
Other websites generate a profit by enticing visitors to perform specific
actions. Pay per click websites are the most common type of website which
operates in this capacity. These websites typically have useful content as well
as advertisements from vendors who may be of interest to the website visitors.
Providing content which piques the visitor’s interest in the advertiser’s
products will entice the visitor to click on the advertisement to learn more.
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