Web Site Marketing
Challenges with Web Site Marketing and Promotion
With thousands of new web sites coming online each week, it’s extremely
difficult to promote an online presence these days. One of the biggest web
site marketing challenges businesses face is “invisibility” due
to poor search engine optimization and ranking.
That's because most commercial web sites are buried deep in the indexes of
major search engines, receiving little if any exposure to the users of these
search engines. In fact, many web sites aren’t indexed at all. The sad
fact is that the vast majority of commercial web sites receive little (if
any) free traffic from search engines. Causes for this include: poor or no
search engine optimization for the web site, no relevant keyword analysis
and keyword integration was performed, little or no text content was developed
and implemented, few or no third party links from related websites and many
other issues too numerous to outline here.
How Did This Happen to Honest Business People ??
Many companies have entrusted their web site development and marketing to
vendors or employees with little or NO understanding of search engine optimization
and search engine marketing practices. These folks are usually quite skilled
at providing you with stunning graphics, rich media presentations or robust
database applications. However, they are probably not skilled in making your
web site a valuable sales and marketing asset. They are not interested nor
are they capable of building you a finely tuned, highly optimized marketing
machine.
Each year thousands of organizations use the services of so-called "web
experts" they find in the local yellow pages, penny saver, newspaper,
employment agency or web based finder service. Unfortunately most hard-working
web developers have little or NO training in Internet marketing methodologies
and they have no real concern if your web site gets a lot of visitors. Many
promise search engine optimization and ranking as part of their service, but
more often than not it gets ignored, forgotten or eliminated due to time pressures
or a lack of genuine expertise. As a result the client ends up getting hurt
because the site is invisible to most Internet users. Sales suffer dramatically.
And this is only one of the many marketing problems facing businesses
today!
Another big problem is web site sales conversion. Since the Internet
is basically the world’s largest library of instantly accessible information,
most people will attempt to do some homework before they buy or don’t
buy your product or service. They check out the competition, compare offers,
maybe take some free trials, check who has the best guarantee, the best service
and on and on. Because of the overwhelming amount of information online, people
get bogged down in comparison-shopping and analysis. It’s enough to
drive a merchant crazy.
Unfortunately, there is too much information for buyers to wade through to
make buying decisions. It’s a lot like like trying to get a drink of
water from a fire hose. It’s very difficult if not impossible. You have
more water than you need but you can’t get any in your mouth without
ripping your lips off. The same often goes with information on the web. We
get blasted with so much of it that little is absorbed, taken seriously or
ever utilized.
What Can Be Done to Reverse These Web Site Marketing Problems?
Before you spend another dime on your web site or web marketing, you need
an objective assessment about your situation. You need to determine your search
engine saturation (how many web pages you have indexed and in which engines),
your search engine visibility (how many top search engine rankings
and what positions) and your web site optimization level. For example,
if you have a database driven site, chances are you have a problem getting
indexed and ranked with the search engines due to the "unfriendly"
web page URL's which are created by database and dynamic web publishing applications.
Dynamic web pages wreak havoc on search engines and their ability to fully
crawl your site!
Fortunately web sites can be redesigned or optimized to produce more traffic
and leads than they currently generate. Additionally, online advertising and
search engine marketing strategies can be designed and implemented to improve
traffic and conversions. High value content systems can be put in place to
draw traffic, educate your prospects and convert more sales.
CALL 845-223-8168 for Your
FREE Initial Marketing Consultation!
