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Marketing Beyond Search Engine Optimization

So your organization has just made a substantial investment in a new web site that utilizes search engine optimization techniques, and you are happy to see the traffic to your site has doubled. Success! Right?

Have your sales increased proportionally as a result of your investment? Achieving high rankings, while an admirable and worthwhile goal, is only the beginning of achieving on-line marketing success. Search engine optimization is a ranking focused way of evaluating the success or failure of an investment in a web site and usually results in key variables being ignored. In this article we will highlight a few commonly ignored areas of on-line marketing.

Web Site Conversion

Did you know that most web sites convince just three percent of their visitors to take action? If your visitors are not traveling deeply into your web site, they may not be understanding your full value proposition. You need to engage this enormous group of potential clients in a dialogue that instills confidence and addresses their interests and goals.

Don't make the mistake of pumping thousands of dollars into marketing a web site that does not effectively convert visitors into clients. It is all to easy to assume that your web site is performing poorly due to lack of exposure, when in reality, it may be the site itself.

Expert Articles

A great way to promote your organization is to write expert articles and submit them to the on-line publications in your industry. Expert articles can:

  • Increase your visibility - Attracting new customers or clients directly relates to how often prospects hear about your organization.
  • Increase your credibility - Anytime you can help your prospect learn and grow as an individual, will help you establish your credibility.
  • Allow you to charge more - Being an expert in your industry allows you to attract and retain a higher level of quality business.

In addition to the benefits listed above, they increase the number of inbound links to your web site, which can help enhance your search engine rankings over time.

Pay Per Click (PPC)

Pay Per Click is an ad pricing structure by which the advertiser pays the publisher according to how many times an ad is clicked on by users. It works through a bidding process in which you select keywords you would like to show up under. If other advertisers have selected the same keyword or phrase as yours, you then are competing against them for the highest position. Whoever is willing to spend the most money shows up first and the others following in order.

PPC advertising can be extremely expensive and bring little returns to an organization if done improperly. However, it can be a powerful tool to target lesser known keywords that may not be worth the relatively large investment in traditional search engine optimization.

 

These are only a few of the ways to expand your online marketing beyond search engine optimization. Blogs, paid media placements, and pay per call advertising are all elements of a holistic on-line marketing campaign.