There is an old saying “Don’t put all you eggs in one basket” and when it comes to marketing your business and website online that saying holds a lot of truth. There are plenty of ways to market your website online, and more often than not website owners get bombarded with myriads of available means to market their website.
Some of the Links in the Chain:
- Advertising: For example Google Adwords and advertising available and as displayed in the MyPE business directory.
- Link Building: Link Building refers to the number and quality of the incoming links that are pointing to your site from others. No marketing tool can replace the effectiveness of word of mouth advertising. The same principle applies to website links. When a trusted site links to yours, people follow the recommendation.
- SEO: Search engine optimisation (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via “natural” or un-paid (“organic” or “algorithmic”) search results as opposed to search engine marketing (SEM) which deals with paid inclusion, like Google Adwords.
The methods explained above are just a few of the more preferred ways of marketing ones website online. The problem is that most website owners usually only use one method and plow their entire online marketing budget into just that one, now that’s throwing all your egs in one basket. Instead of just applying just one strategy of online marketing you should combine the marketing methods that will work the best for your particular “market” or rather, target audience. The benefit in combining marketing strategies is that you can monitor and analyse which method works the best and then you make more of your budget available to that method. If the less successful strategies don’t work then don’t throw them away, simply use less of your budget on them.
I know of a few companies that ONLY make use of Google Adwords and no other marketing strategy, like link building which is much more effective as it focuses on organic results. Take a look at the image below:
The image above is called a heat map. It shows where the most activity or focus is on a web page. This heat map shows the highest focus (or observer eye attention) areas on a Google search results page. On the left side are the organic search results and on the right side are the paid results (Google Adwords). Most studies have shown that people reading a web page read it from just below top left to right, back to the left, down the left a short distance, then a short left right left traverse followed by a further observation down the LHS of the page. Most times the shape is best described as an F.
In the heat map you can clearly see that there is much more user focus on the organic results than on the paid results.
Why you might ask?
It’s simple, the organic results are more relevant to what user was searching for in the first place and they are placed in the hottest spot of the heat map.
So now what do you do?
Do you focus on ranking high in organic results or do you pour your entire budget into just Adwords?
No, you target both.
The idea is to dominate the search results for your given search terms. You have a far better chance of better organic ranking with On-site SEO and Link building then you would have with Google Adwords alone, BUT, Google Adwords does work by providing that extra boost you need for more exposure.
For more information regarding online marketing strategies please feel free to contact http://www.sa-seo.co.za/contact/
Alan Straton
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