A prominent position in the crowded online market place is crucial to the survival of any online business, but many businesses overlook this vital aspect of online marketing.
Back in the early days of the Internet it was enough simply to have a website, that would allow you to sit back and wait for customers to come to you. Today this is unlikely to happen unless you occupy niche, but there are few niches available on today’s fast moving Internet landscape, try finding a domain for your business that hasn’t already been taken and you will see just how competitive it is.
Without effective search engine optimisation, your potential customers will need to be incredibly patient when they are looking for your products or services, and the sad fact is, not many are. They simply won’t find your business if it’s on page 20 of Google!
So what’s the solution? As pretty much everything comes down to being on the first page of Google with your product key words and, to a lesser extent, the other major search engines like Yahoo and Bing, as a website owner you have little choice other than to pursue an online marketing strategy. Carrying out this strategy will be a full-time job.
A web marketing strategy should ideally include a combination of pay per click (PPC), search engine optimisation (SEO), blogs, newsletters and social media marketing. Don’t be put off by companies out there who will tell you to focus on PPC or organic, the idea is to explore what is best for your business and the time you have available whilst investing significant sums of money.
PPC may well be a better fit for those companies who don’t have time to wait for organic rankings to improve, but PPC will need to be treated with caution as campaigns can sometimes get out of hand when your cost per click increases.