Search engine optimisation (SEO) is the hottest buzz word that has hit the virtual world. It is the key component in mounting an effective SEO Marketing campaign. Although based on traditional marketing principles, SEO marketing, or internet marketing, has its own rules and merits. For starters, internet marketing (can be used interchangeably with the term, web marketing) refers to the marketing of products or services over the Internet. It can be a broad term, since it also includes marketing done via email and wireless media. Its interactive nature in terms of providing instant responses and eliciting responses are the unique qualities of the medium.
Most people use the major search engines-the Big Three are Google, Yahoo, and Bing-to look up providers of the product or service that they need. Web marketing strategies-a big chunk of which is search engine optimization (SEO)-helps improve the visibility of websites in an online search result listing. With SEO, businesses aim to achieve higher rankings in search results, so that their website is included in the top 20 or top 10. There are many types of web marketing strategies that can be used to promote products and services online. One will need to do some research in order to find out what strategies are employed by competitors. This way, one is able to analyse what their strengths and weaknesses are and so be able to provide what they are not able to offer. Another thing to research on is the main concerns of one’s target customers and their online habits. Of course, all these can be done by any reputable SEO company that offers SEO marketing services.
There are different kinds of SEO marketing packages to choose from. Some internet marketing strategies can be implemented or done relatively inexpensively in-house. However, many companies are finding it more cost effective to hire good SEO service providers that specialise in SEO marketing. With some strategies, the work can done in house (if one has the IT resources to do so) or it can be outsourced. It is better to use a combination of web marketing strategies in order to reach as wide an audience as possible.
Another effective tool used by web marketing experts is pay per click or PPC. Pay per click links can be purchased on major search engines or social networking sites. The way it works is that the online ad of a particular product or service is displayed in designated areas of the host website if the search criteria or the user profile matches or is related to the keywords associated with the ad. For instance, an ad for a coffee shop may be displayed if an Internet user uses “coffee” as a keyword in a search, or if coffee is indicated as one of the favorite things in the user’s profile in a social networking site.
Other than PPC, there’s one more common but useful internet marketing tool called link building. Link building strategies are popular web marketing strategies. Basically, the more links pointing to a website, the more traffic is driven to it and the greater perceived popularity will earn the website higher rankings in the major search engines. The simplest way to implement a link building strategy is to find complementary websites, link to them on a linking page, and ask them to link to one’s website. For this to work, one’s website must have content that is worth linking to.
One more popular web marketing strategy nowadays is the viral strategy. Viral strategies are very effective. This involves spreading one’s marketing message by encouraging others to carry them via email, using their own network of relationships-and preferably their own resources. This is similar to the way a virus behaves, multiplying rapidly in a cell, taking command of the cell’s resources to do the virus’ bidding. One example of this strategy is the distribution of articles or press releases with a link to one’s websites to other websites.
Implementing SEO marketing has many benefits for a company or organisation. One very important note is that it is relatively inexpensive compared to marketing using traditional media such as television and print. Web marketing experts also have the ability to measure statistics easily and inexpensively. The results of SEO marketing campaigns can be measured and tracked immediately since there is usually a measurable user action involved, such as clicking on a link. These advantages and more usually outweigh any perceived disadvantages, especially for businesses that want to establish a solid online presence.