By Chesa Keane
Creating a well-designed website is the first step in yourinternet marketing strategy. Once the website has been createdand optimized, there are further techniques to employ that willdrive traffic to your website for successful, long-term results.You wouldn't consider opening a retail store in a major shoppingmall without signage and you shouldn't consider having a nicelooking website designed without expanding your web presence inorder to be found on the internet. But unless the website isdesigned correctly to begin with, follow-on SEO efforts willhave limited results at best. The following strategy overview isdesigned to bring about productive SEO results:
- Create an attractive website that is complementary to yourcompany image and provides your targeted audience withinformation about you, your company and your products and/orservices.
- Design a website that has a call-to-action in the form of apurchase or providing you a contact, subscription or othercommitment from your visitor.
- Create a successful marketing arm for your overall businesspromotion and marketing campaign to promote your business,products and/or services with the many follow-on strategies thatdrive traffic to your website.
- Become competitive in your industry and marketplace by meetingor exceeding the industry marketing standards and attracting aqualified audience for your products and/or services based on astrong reputation.
- Generate and maintain or grow internet traffic to your websiteresulting in a conversion of traffic into sales of your productsand/or services by evolving as your market demands.
This search engine optimization (SEO) strategy is composed ofseveral processes in three stages: 1) Good web design, 2)Attracting attention from search engines and directories, and 3)Creating long-term popularity on the internet. However, it allstarts with good web design. Website design is the foundationand beginning of a successful internet marketing strategy. It istrue that there are websites on the internet that areunattractive but somehow seem to work. If there are aspects ofthese websites that work, imagine how well they could do if theysimply followed basic design implementation tactics thatresulted in a good image as well as simply pushed informationout to the viewer.
These basics are essential for Tier 1 success:
- Good web design will complement and enhance the company imageand offline marketing campaign products creating a corporatebranding if done well.
- Easy, logical navigation that leads the viewer deeper anddeeper into the web of information provided by the website willkeep the visitor on your site longer and give you more time tosell your products or services.
- Attractive but quick-loading graphics that are pleasing to theeye and meaningful to the website will guide the viewer alongthe route you decide is important for explaining what you offer.
- Keyword usage that is search engine-friendly depends on howthe keywords are utilized, the placement of the keywords, thefrequency of the most important keywords and their relevance tothe website.
- Website coding that is lean, clean and without errors willkeep the search engines happy and your viewer seeing exactlywhat you intended to offer.
- Relevance of content to the theme of the site is essential. Beconcise, to the point and focus on your goals. If you havemultiple themes and offerings, consider multiple websites toaddress the different markets, then tie each website back to theothers by linking.
- Changing content that changes frequently and stays fresh keepsyour viewer returning and prevents the search engines fromtreating your website as if it were stale news. A stale sitewill be ranked lower by the search engines.
Content is king -- it's all about content, content, content. Buthow that content is presented is what makes the difference.
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