Relationship of Your Business On The Internet Marketing by Shailesh Kumar Singh

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How can a business that is already successful in reaching their local market extend their marketing reach online? The good news is that the traditional offline marketing that has always worked so well will still work at least as effectively to promote your online presence. The other side of the coin is that to promote your business online, the old traditions need some updating to keep up with online marketing best practices.
1. Site optimization
This is always the place to start, because the effectiveness of everything which follows is often dependent on this being done up front. When I say this, I include great content and intuitive navigation as the basis for everything. Only once your site has been optimized for intelligent visitors should you tweak it for search engines, but never at the expense of the former.You will find that it is best to use specialised keyword phrases, for example "precision-engineered bolts" is likely to get better placement than a generic term like "engineering parts". You should also work to create a single page for every key phrase you want picked up on, and include the key phrase in the title, meta tags and use all the words in the body of the page at a high density relative to other words. You should also preferably include the key phrase in the page title, as well as the URL of the page, Your site should really be developed using XHTML and CSS these days, table-based design has numerous technical problems associated with it, and it results in a lower keyword density than the current standards.
2. Linking and indexing
The next step is to get search engines to start to notice and index your site. Google, for example, won't even look at your site until it has been linked to by at least one other indexed site. Paid inclusion (paying the search engines to index your site on a priority schedule) can be appropriate at this phase if you need to urgently accelerate this process, however it is not always necessary.
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3. Implement online marketing partnerships with high-profile online businesses
This is where you can really benefit if implemented successfully. When I was previously running the e-commerce business unit for a large company, rather than pay high-traffic websites to advertise on their sites, which can be very much untargeted, we offered them a percentage of sales. In other words, we provided them with the banners to promote the service, and implemented simple tracking of where our visitors were coming from, and then paid a percentage of the total revenue to the referrer..
4. Dabble in paid keyword advertising
Only at this point should you actually be starting to pay for online advertising. These forms of advertising, however, allow you to specifically target certain people, which means you get a much better return on investment than simply advertising to everyone. This can take some trial and error to find what works best, but the amount you pay should be less than the amount of business you generate, and should normally include full measurement and reports on a reasonably regular basis, preferably online.
5. Involve an internet marketing specialist
At this point, you should be starting to see some results, and be in a good position to ask some intelligent questions. Preferably deal only with a business that has a good reputation (ask for client contact details so you can find out how effective they are), and has preferably has been around for at least a few years.
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