Online Marketing is an activity known by several terms some of these consist of Internet marketing, marketing, web-marketing, or e-Marketing and is essentially the marketing of products or services over the Internet.
The onset of the www has brought the ability to stream media to an enormous worldwide audience but also more importantly it has brought the concept of interactivity. This has created new methods of Online Marketing, with instant responses now a real possibility. Online Marketing is broad in scope and ties in numerous inter related fields such as e-mail, and wireless media and also management of digital customer data and electronic customer relationship management systems.
Search engine optimisation companies are but one facet of this customer engagement cycle. It is the job of the Website Optimization Company to improve the volume and/or quality of traffic to a web site from search engine through the organic or unpaid results. The net effect of this is to improve the clients Search Engine Placement when a search engine user types in specific key words. Sites which appear earlier in the results, preferably on page one, will receive a greater proportion of the customer traffic and therefore have higher revenues as a result. So the Website Optimization Company is tasked with building up a client’s web presence. The first part of improving the clients Search Engine Placement is referred to as on page optimisation and includes optimising the client’s web site by editing the HTML and content to best suit the purposes of the search engine. This may include increasing the relevance of certain keywords and deleting any obstacles the search engine may encounter when indexing the site. Improving Search Engine Placement is a multi facetedapproach encompassing both web site designs, such as menus, content management systems, images, videos, shopping carts, but also a continuous process whereby hugh quantities of articles are sent out in support of the main website.
This technique often called article marketing is a facet of advertising in which the Website Optimization Company produces a stream of articles related to the particular industry or product/service of the client. These articles are then distributed widely across the www to numerous blogs and article banks and published in the market place. Well written and unique articles released for open distribution and placed on targeted web sites have the ability to drive customers to the client’s site through the links or, more importantly, improve the clients Search Engine Placement for a certain phrase or keyword.
Historically, article marketing has been used since the beginning of mass print. Local businesses would give free content to newspapers and in return the paper would release the contact details of the author. With the saturation of ecommerce the technique has been taken up by the online domain as well. In the same way as the traditional forms of print media, Online Marketing has two objectives, firstly, giving publishers with what amounts to free content, secondly, supplying advertisers with free advertising.
Websites known as article directories serve as a deposit of these articles. The authors can publish there articles freely since the directory owner inserts advertising on each article page and makes money from the revenue stream produced via the adverting. The article directory will in time, gradually increase its popularity with the search engines as the number of articles goes up.
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