Most businesses now recognize the value of communicating information about their goods and services across the Internet, but a much smaller number understand effective online marketing. Stories of highly successful online sales campaigns convey the impression that all you need to do is to launch an eye-catching site and the customers stream in; much more is required. It is worthwhile learning what differentiates the successful websites from the disappointments.
Search Engine Optimisation (SEO) is basic to online sales success and online visibility. In simple terms SEO involves making sure that your Website uses all the keywords someone looking for your service or product is likely to enter into Google, Yahoo, Bing or another search engine. For example, if you are selling customised mobile phones, keywords such as “mobile” “customised” and “individualized” need to appear in a certain density to ensure your site is high on the list of search engine results pages (SERPs) for people interested in these products.
Going one step further, consider Search Engine Marketing (SEM) also known as PPC – pay per click. This pushes your sales campaign forward by placing advertisements on popular search engine pages, or paying to include your site in the sponsored listings in the search engines in a way designed to significantly increase the number of search hits.
Surveys indicate that over 90% of Internet shoppers find their online shops via searches. These searches frequently lead them to websites where they buy products or services they had not considered buying previously.
The potential for carefully targeted SEO is evident, but the questions of which keywords to use, keyword density and their distribution demands a professional answer. SEO campaigns also need to be monitored and adjusted according to results achieved. All of these factors place a premium on employing professional SEO campaign design and management.