Since the earliest days of Internet marketing, selling online has grown to a $200 billion dollar global e-commerce arena with over $20 billion invested every year in Internet marketing campaigns. Today’s web user can visit your website to research your company, to educate themselves about your products’ features, to do comparative shopping or just to surf cool stuff that your company has included in their social media, like a YouTube video. Selling products and services online continues to grow quickly as companies have realized the need to cut operating expenses while increasing their annual volume of sales. Internet marketing is also very effective for testing and implementing product branding.

In recent years, the term Search Engine Marketing (and its popular acronym SEM) has been used as frequently as Internet marketing or online marketing when talking about doing business on the web. Like most web-based terminology, there is disagreement among the industry experts as to the absolute definition of search engine marketing. Probably the best definition for SEM is based on three fundamental marketing elements that should be considered by a company as they plan to launch an Internet marketing campaign:

  • Organic Search - The first element of a search engine marketing campaign is planning for organic (or free) search results by optimizing your company’s website using the latest search engine optimization techniques.
  • Paid Inclusions – The second step, based on your website’s competitiveness in winning search results for particular keywords, is for your company to consider paying the search engine companies or online directories to be included in their search results or to have advertisements placed directly on select websites for your Internet marketing campaign.
  • SEO Web Copy - The final element, SEO web copy writing, can impact how quickly the search engine algorithms will index your website’s content; and how likely the human consumer is to take desired actions while visiting your website.

Internet marketing is growing at a faster rate than any other form of media marketing. It has been for the past few years. The fact that Internet marketing is still relatively inexpensive means your company has the opportunity to reach wide audiences for a fraction of the costs of targeting campaigns using traditional media. It’s a new world where consumers can log on, research your products, return as often as they like to review websites and then purchase anything from music to automobiles; and all of this at their convenience. If your company’s Internet marketing campaign calls for delivering unique content to web consumers based on specific demographic criteria, the major search engines allow you to easily geo-target your company’s message.

Isn’t it time to put your company’s website “In Play” and start to cash in on the benefits of an Internet marketing campaign? Of course it is. The global marketplace is already searching for your information about your products and services. But, your company can no longer expect to be competitive online with just a pretty website. The rules for Internet marketing can change quickly. Your company will need a comprehensive marketing strategy (maybe including Web 2.0 concepts) that will target your audience by integrating your company’s internet marketing goals using the latest search engine optimization techniques. The final step for building a successful Internet marketing campaign involves monitoring your company’s website using analytics to measure the effectiveness and to implement new search engine optimization strategies.



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