Online Marketing is an project known by various terms some of these include 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 global audience but also more importantly it has brought the concept of interactivity. This has created new techniques 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 aspect 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 higher 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 called 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 removing any barriers the search engine may encounter when indexing the site. Improving Search Engine Placement is a multi facetedundertaking encompassing both web site designs, such as menus, content management systems, images, videos, shopping carts, but also a ongoing process whereby large quantities of articles are sent out in support of the main website.
This technique often called article marketing is a facet of marketing in which the Website Optimization Company generates a stream of articles related to the specific industry or product/service of the client. These articles are then sent out widely across the Internet to numerous blogs and article banks and published in the market place. Well produced and unique articles produced for open distribution and put on targeted web sites have the capacity to drive customers to the client’s site through the links or, more importantly, improve the clients Search Engine Placement for a particular phrase or keyword.
Historically, article marketing has been employed 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 serves two purposes, firstly, providing publishers with what amounts to free content, secondly, providing advertisers with free advertising.
Websites known as article directories serve as a repository of these articles. The authors can publish there articles freely since the directory owner inserts advertising on every article page and generates money from the revenue stream generated via the adverting. The article directory will over time, gradually increase its popularity with the search engines as the amount of articles increases.
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