Marketing Tools Your Website Needs

shutterstock_203294722Having a website alone is simply not enough. This is not a situation where you can build it and they will come. In order to attract your audience and increase your website’s traffic, you must market your website. Along with the Internet becoming more competitive with an increasing number of websites, you also must be concerned with constantly changing search engine algorithms. Google in particular has begun to increasingly focus on providing users with the best online experience possible. This means that in order to improve your website’s search engine rankings so that it can be found by the users you want to target, you must market your website.

The Importance of SEM and SEO

You may have heard the terms SEO and SEM in connection with online marketing, and wondered what they were and how they related to your website. SEO refers to search engine optimization while SEM refers to search engine marketing. While the two terms may sound somewhat similar, they are different, and it is important to understand those differences in order to ensure that your website receives the highest level of online exposure.

Despite the fact that search engines have become more and more sophisticated, they still are not able to understand websites in the same way that humans are able to understand them. Search engine optimization assists search engines in determining what the pages of your website are about and how those pages can be useful to users.

Search engine marketing, or SEM, can be somewhat broad in nature. Basically, SEM involves everything that is done in order to promote your website, increase traffic, and attract the attention of search engines. One branch of SEM might include paid inclusion, which involves the practice of paying a directory or search engine to add your site to the relevant database immediately rather than waiting for the site to be found by the search engine spiders in due time. By paying for inclusion, you can be assured that your website will be listed sooner. Traditional ads are another SEM option. This involves paying for advertising to be placed on search engine result pages, or SERPs. Such ads usually appear based on keywords that are entered by users into search engines. Pay-per-click, or PPC, is another SEM option. With this type of advertising, you control the ad campaign and decide which keywords will bring up your ad copy.

Search engine optimization, or SEO, is a sub-category of SEM. SEO is based on obtaining higher search engine results without necessarily using advertising. In order to take advantage of SEO, you need to have a basic understanding of how search engines work. Search engines typically look at the content of a site along with the sites that link to it. In most instances, the more links that a website has, the higher the website’s search engine results, but link quality is also important. A variety of other factors is also important, including internal link structure.

SEO often involves the use of relevant keywords in website content in order to naturally rank higher in search engine results. While SEM certainly has its advantages, SEM must work in conjunction with SEO. SEO is definitely an important part of promoting your site, but you must also think about how you can promote your website using the venues where your target audience will be most likely to see your website. Increasingly, this has come to mean social media marketing using sites such as Facebook.

If you are new to building websites and feel overwhelmed at the idea of building a website and then promoting it, you may find that using a website builder with integrated marketing solutions could be a good fit for your needs. One of the options currently available is iPage. With iPage, you receive a number of marketing solutions, including access to online marketing guides, free Yellowpages.com listing, and a free toll-free phone number. Additionally, you receive $100 in Google AdWords, $50 credit for Facebook advertising, and $50 credit for Yahoo!/Bing sponsored search. 

Another option to consider is Web.com. With Web.com, you can take advantage of Ignite Online Marketing, which helps you to promote your website and business in all of the major online directories so that your website is able to be found fast. Along with marketing your business on Yahoo!, Google, and Bing, Ignite Online Marketing with Web.com also gives you the ability to get listed in GPS devices, appear on the online Yellow Pages, and Facebook Places. Web.com also offers an additional SEO package that includes access to a dedicated SEO expert who will meet with you monthly to discuss strategy, develop links, and optimize your website. Your assigned expert will also edit the content and code on your website so that search engines are able to find and read your website. Link building is also covered in the package, making it easier for search engines to find and rank your website.

Marketing your website using proven, effective methods is crucial to ensuring that your website receives the attention and the traffic it needs to boost your business.

Posted on Tuesday, September 23rd, 2014