Your Business Website – Promote or Perish

You’re reading this probably because you have a business website that you wish to market and promote.

Whether you’re looking for a knowledgeable yet affordable service to help you with web marketing in Northampton – or elsewhere – here are some points to ponder, some ideas you’d do well to consider.

You have already invested your time and money having a website designed and built for your business. Whether you’re selling products or services, whether you’re selling locally, regionally, nationally or globally, your website is no good to you unless it helps you find new customers. Or rather the other way round, meaning, your website is no good to you unless your prospective customers can find it.

So, how do you drive more traffic to your website and make your prospects find it? Obviously, there are many many ways in which this can be achieved some of which, you’re probably familiar with already. To put it very briefly, two of the most prominent, popular, proven and effective methods of boosting the traffic to a website are Search Engine Optimisation (SEO) and paid, Pay-Per-Click advertising or Search Engine Marketing (PPC/SEM). Let us briefly examine each one of these effective and proven web marketing and promotion methods, along with their respective pros and cons:

SEO (Search Engine Optimisation): SEO is the art and the science of getting websites ranked at – or near – the top of the search results when people search for keywords and phrases related to your business or service. Higher search result rankings (for your targeted keywords) = more traffic = more sales.
Pros: It has been established by reliable market research conducted by multiple authoritative sources that consumers tend to trust more the sites showing up on natural search results, yielding higher conversion rates for your site. Also, top rankings (achieved via SEO) normally stay in position for long periods of time, increasing your ROI in the long run.
Cons: Effective SEO requires very high levels of knowledge, experience and ongoing study which are typically beyond the bounds of in-house capabilities of most businesses, so it needs to be contracted to an outside agency, and high quality SEO services are normally not cheap. Also, if the SEO methods practiced violate the webmaster guidelines provided by the search engines, the site found to be in violation could get penalised (lose rankings) or even end up getting black listed by the search engines.

SEM/PPC (Search Engine Marketing/Pay-Per-Click Advertising): PPC is an online advertising method offered by the major search engines (Google, Yahoo, Bing). The way it works is that you create a list of your targeted keywords and a (number of) ads linking to your website. Next, you decide how much you wish to pay each time a user clicks your ad and reaches your website. Thereafter, the search engines start displaying your ads when users search for any of the keywords you’ve specified and you (theoretically) start receiving clicks and traffic.
Pros: High degree of accountability, since you decide how much you wish to pay to bring a visitor to your site. Also, PPC campaign can start delivering results in very short time periods (typically hours) from the time of activation.
Cons: PPC campaign management is not a very easy or trivial task. If not handled properly, it could end up costing you money without good returns. Also, if the ad copy is not written properly, you may not get (many) clicks or (much) traffic. Continuous (almost daily) monitoring is required for optimal performance of PCC campaigns.

So, whether you’re looking for a service to facilitate web marketing in Northampton or Norway, Netherlands or Nigeria, you would do well to contact a web marketing and promotion company that is rich in knowledge and experience.