Effective Web Site Promotion

Posted on 05. Nov, 2009 by Pete Hollier in Pay Per Click, Search Optimization, Social Media

Effective Web Promotion Its in the detail

When you consider there are approximately 110 million web site’s online and how many are actually providing value to their owners, the sad fact is most web sites have minimal traffic volumes and business benefits.

Web Analytic software provides accurate data on actual traffic volumes. Web sites such as Alexa and Compete provide web site traffic estimates. When comparing actual web site traffic volumes vs estimated traffic volumes you begin to see the discrepancies in the estimated traffic data.

When taking these discrepancies into account it becomes clear the majority of web sites are in fact obtaining very little web site traffic something that most business’s must address and rectify.

What now?

110 million seems like an impossible number to compete against, and it is. However, it’s not as bleak as this first appears. Each and every business services a specific niche, and so does each web site. So immediately your competition has decreased to that of your immediate niche therefore, you are now in a position to promote the visibility of your web site to your identified niche market.

The web evolves and so do the techniques and methods used to market and promote web sites. The competition for web site visibility is a fiercely competitive environment, if web site owners want a web site which adds value to the business, they must actively promote and encourage traffic to their business’s web site.

Although web promotion techniques are evolving they are still based primarily on the tools provided by; Search Engine Optimization, Pay Per Click Advertising and Social Media Marketing. To obtain web visibility in competitive markets, it is not enough to utilize each of these methods, you must excel at each of these methods.

Attention to Detail

Attention to detail (not to mention budget) is what generally separates high from low visibility web sites.

Following are some examples of possible high level questions to ask about various aspects of your web site promotion program. Answering high level questions assists in the identification of the finer details within the topic area. It is these details that must be noted and acted upon to remain competitive in a web environment. Attention to detail.

Search Optimization

• Are keywords appropriately integrated into web site elements?
• Does the visitor have the right information available at the right time?
• Does the text in links reflect the topic of the destination web page (Anchor text)?
• Do all aspects of your web site function as designed?

Pay Per Click

• Do keywords clearly represent the offer?
• Does the ad have a clear call to action
• Is the message consistent in the Ad and throughout the sales funnel?
• Is it specified where ads will be displayed

Social Media

• Is the Social Media campaign operating without planning and management?
• Are Social Media profiles consistent
• Are you consistent and dependable in your Social Media interactions
• Have you identified the ideal Social Media tools for the skill sets within your company?

The Last Word

Being found on the Internet has historically not been an easy task. But these days more and more content is developed hourly and the competition for users eyes is immense. It is a problem which most businesses need to solve.

Developing a Web Promotion program is the first step to owning a value added web site but it is the drilling down to the finer details within the varied promotion elements which will separate the high from low traffic web sites.

Written by: pete@seowizardry.ca a Search Engine Optimization Consultant

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