Submitted on: 04/12/2007
Marketing your business is a hard job. Of course you already know everything about niches, networking, positioning, and the importance of web presence in the modern world. It is widely covered in the thousands of books on marketing and positioning published across the world. The problem being is that the web is already crowded and your target market is actively pursued. When you listen to the worldwide known marketers' advice and create a web site to promote your product or service online, you may soon find out that it doesn't have the effect you expected… perhaps, no effect at all.
Web presence alone doesn't mean the outcome of your marketing efforts will expand your business to another level. In order to make your web site bring you success you should optimise its marketing quality, and that's where SEO (along with Search Engine Marketing (SEM), Pay Per Click (PPC) and other odd abbreviations) comes into play.
In order to make your site visible on the web, you should take particular care of the SEO aspects of your web promotion strategy. SEO is the most effective way to bring you customers, and unlike PPC it brings them for free. Remember that not all visitors convert into customers. In fact just a very few of the Internet surfers that come across your site will actually buy from you. It is more reasonable and more economic in the long term to invest in an SEO specialist from the start, rather being bound to pay for every visit forever. It is simply a smart marketing strategy.
SEO is not solely about search engine positions though. When done professionally, SEO becomes a useful marketing tool and turns into an overall web presence optimisation. Search engines become just a part of the process, whereas your target audience (consisting of people rather than SE spiders) is considered the most important element of the whole SEO promotion campaign. That's what the true positioning means.
Of course it is important for your site to rank high in the search engines for your targeted search terms. This will certainly attract visitors to your site and most of them will be directly searching for your product or service. However this isn't an opportunity to become complacent, visitors may still not buy from you but instead head towards your competitors. Positioning your site high in the search engines is not the same thing as positioning your business on the market.
An unskilled and perhaps unethical SEO will get your site high SE rankings and be happy with it. A quality SEO will improve your sites marketing quality and attractiveness, advise you on your promotion strategies, and finally turn your web site into your most effective positioning tool.
About the Author:
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Name: Irina Ponomareva
Irina Ponomareva has been a practising SEO consultant since 2004. She joined Viscomp, a Russian web design agency, in February 2008.
Find out more at http://www.viscomp.ru/
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