Online Marketing Essentials

Search engines

There are two main ways to drive web traffic through search engines like Google and Yahoo: by appearing on results for relevant keywords (known as search engine optimisation or SEO) or through a sponsored search engine ad (known as pay-per-click or PPC).

The former involves using techniques that help your website rank as high as possible on organic search engine results. This is a long-term online marketing strategy that gives your business continued exposure on, and visitor numbers from, search engines. Every business should aim for a top 20 ranking as studies show that most people don’t go any further than the top 20 listed sites.

The latter lets you pay for an ad on the sponsored links area of a search engine (located on the right hand side of search results) under certain keywords or phrases. A cost is incurred only when a prospect enters your website from one of your search engine ads. Pay-per-click campaigns can deliver an immediate hit making it an ideal solution for websites that are waiting for SEO efforts to take effect.

Both strategies work well in concert but require specialist skill and knowledge of search engines. As such, they are best left to a professional.

Monitor, measure and manage

Opt for a website that has a content management system, allowing you to update web content anytime, without needing to consult a web developer on an hourly rate—or nagging a niece or nephew.

Make sure you monitor and measure website traffic. A good web host should provide you with detailed traffic statistics that shows how your website and online marketing activities are performing. Information such as daily unique visitors, popular pages, exit pages and site referrals are powerful information you can use to further improve the performance of your website. Credible web hosting providers should have this hosting function readily available to you.

Robelen Bajar is marketing manager at Melbourne IT, which helps small businesses start, grow, and manage their businesses online. Visit www.melbourneit.com.au