The success of your online business requires that potential customers can easily find you. One way to increase your online presence is through a well thought out website marketing strategy. The 4 steps below detail specific areas of focus that would be part of a typical web marketing strategy.
1. Website Optimization - This involves maximizing your website content so that it targets your specific business niche. Meta tags and particularly meta titles should reflect the keywords that best describe your site content. Pages should be organized hierarchically with a clearly defined and organized site map. Also consider linking to your best content (that content that is most important or defines your business, product or service offered) directly from the home page.
2. Link Building - The more inbound links to your website, the better it is for you. Every inbound link is like a "vote" for your site. A link building campaign seeks to not only increase the number of inbound links but also to ensure that these links are relevant and accurate. This is one case where quality is just as important as quantity. For example, the inbound link anchor text (the wording that you click on when you select the link) should be descriptive of the page that it links to. Achieve relevance by focusing your link building efforts on sites within your topical niche. Focus your marketing efforts on the biggest, most authoritative sites within that niche.
3. Website Marketing - This is the ongoing process of creating relevant and interesting content for your site and then getting that content indexed in the places that you've identified above. The information must be topical and you should use the search keywords and phrases you're targeting throughout your page or article as they apply. For an e-commerce site this might include adding specific keywords to a product description or title. Another great way to achieve this is to create a press release for the content you would like to feature.
4. Measurements: Analytics and ROI - Once a customer visits your site each action they take can be tracked and recorded. These cumulative records become the measurements that are translated into useful information to give you the results you need. For example, where does a user come from when they access your site? How long on average do they stay and what pages are most visited? What is your conversion rate, in other words how many visits turn into actual sales? Obviously, these are questions that any business owner is interested in the answer to.
Your online business can benefit in numerous ways from a web marketing strategy that employs the steps listed above. Once you apply these changes and implement the tools needed to track and measure your site visitors you will see the results.