In the last post we explored the potential of businesses to not only stay afloat but differentiate themselves in a crowded online market; enough so that they are able to attract the web site traffic that will allow them to grow their business going forward. As we discussed, there is a two-fold plan that allows for the most success in this regard. The first, obviously, is to make sure that people are able to find your web site at all and this is done by making sure that the search engines are able to find your site. The first part of the plan, therefore, is engaging in online marketing – through search engine optimization (SEO) or pay-per-click (PPC) so that visitors will be able even be able to find you. Qualifying those visitors is best done through the strategic use of keywords – something that is done in both SEO and PPC. The keywords that you choose and are used in your online marketing should speak to your potential audience; should be able to pinpoint your target market because they are using the precise words that used to find exactly your products and service. The better researched the keywords the better chance for your success.
* Phase Two. Getting visitors to your site is only half the battle in online marketing. You need to give them something, once they get there, that makes your site worthy of them continuing to explore your products and services. This means that your site had better be user-friendly, attractive, interesting, and able to deliver the value that is expected by our visitors and potential customers. A web site optimization firm can help you implement and manage a SEO or a PPC campaign but you need to be able to deliver what your customers have come to your site to find.