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Posts Tagged ‘Specialist Knowledge’

Clever markets have started to realise that people are not seeing classic forms of marketing, as people are spending more and more time on the internet. As a result it is becoming important for companies to have an internet presence, even if they are not going to sell their products and services directly online. People use the internet to research their future purchases, often long before knowing what they are going to purchase and where they are going to purchase it from. Therefore in today’s world it is important to have a website that has a good Online Marketing strategy, to make sure potential clients can find the website, as if no can discover it there is no point having a website in the first place.

Online Marketing has multiple advantages, besides getting potential clients to a website it can tell the advertiser how they got there and what they surveyed at while browsing the website. This information can be used to focus the Online Marketing methods and website. Online Marketing is different to classic forms of marketing as there is no longer a need to use resources to find people; resources are used to make it easy for people to find you and not your competitors.

There are two widely used forms of Online Marketing, pay per click and search engine Optimization. Any advertising business can set up and run a pay per click campaign but search engine Optimization requires specialist knowledge for it to be done correctly. A Search Engine Optimization Company will need to be called in to search optimise the website.

Pay per click is a way of advertising online. A business bids to get an advert on a search engine results web page and pays every time a people clicks on that link, hence “pay per click” .The advert is made focused by linking it to the keywords that are entered into the search so that the advert only be present on the search results page for someone searching for the relevant information. It is possible to make the advert even more focused by specifying a geographical area, such as a country, a city, a county or even an area around. The amount that is bid to get the advert on the results web page varies, and depends on the amount of other people are trying to get their advert on the results web page. It works just like an auction, as the highest bid gets the best advertising placement.

Search engine Optimization is where a Search Engine Optimization Company use methods to improve the Search Engine Placement of a website, to get it on the top 10 positions of search engine results. This can be a highly effective form of Online Marketing as search engines make the world wide web work, without search engines it would be impossible to find anything online. When people use a search engine they put in their search criteria and then the search engine shows the results, in order of relevance. As people will not look past the top 10 positions of search results, having a website with the Search Engine Placement high enough to be seen on the top 10 positions of results can go a long way to making sure someone buys from you and not your competitors.

These two forms of Online Marketing can both be effective approaches of advertisinga website; it can be argued that search engine Optimization is the best of the two as many people donot pay any attention to the pay per click adverts on the search results web page. The main problem with search engine Optimization is it takes weeks for it to be done correctly, where as a pay per click campaign can be setup and be running in hours.