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It's 12 Noon, Do You Know Who's Using Your Network?
Wireless networks are becoming more and more popular, and for
good reason. Especially if you have broadband Internet access, a
wireless router can give you instant communication with the
world that is worthy of the science fiction I grew up...
Live High Definition Video Finds Success
While not up to HD television standards, LiveCamNetwork's high definition video streams are leaps and bounds beyond any video yet seen on the web.
(Cyberspace) December 12, 2005 - Live adult video chat site LiveCamNetwork.com has...
The Economics of Spam
Tennessee resident K. C. "Khan" Smith owes the internet service provider EarthLink $24 million. According to the CNN, last August he was slapped with a lawsuit accusing him of violating federal and state Racketeering Influenced and Corrupt...
Travelling on business? Need Internet access?
Travelling on business? Need Internet access? iRoam now offers Internet access at over 22000 access points worldwide. This includes dial-up, wired broadband, and wireless broadband at the many hotspots worldwide. This includes hotels, airports,...
Wireless Alphabet Soup: What's the Difference Anyway?
At this point, you might have read a few feature lists for
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what's the difference anyway? Well, answering that question
requires a brief rundown of the history of wireless...
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The Changing Face of Web and Search Engine Marketing
A few years ago, search engine placement was arranged by your
average Web designer and/or Webmaster. The Webmaster would
simply submit a site to search engines manually or use
rudimentary software that was widely available.
Keyword relevance was largely a matter of link popularity and
the Webmaster assigning a simple keyword meta-tag to each page
of your site. The system used to work reasonably well, or so it
seemed. That is no longer the case.
Today, submission to the major search engines like Google is
largely irrelevant, although there is a complex mix of PFI (pay
for inclusion) and PFP (pay for performance, sponsored links,
PPC ads) that require complex submission of details.
Today's Methodology
In today's Internet economy, sophisticated and complex programs
- called spiders - surf the Web looking at the source code of
Web pages. They sort through the complex web of formatting tags,
programming script, multi-media, page titles, and content that
the user may or may not see, to ascertain how to rank each page
of your site for each and every word and word combination that
it finds.
These spiders index the words of each page found and add it to
the engine's database, making them available as keywords for
search engine searchers. In this new environment, sophisticated
software programs that analyze the various search engine
algorithms and how they rank selected pages have moved to the
forefront of search engine placement.
This has spawned a large industry of SEO (search engine
optimisation and marketing) experts and specialist SEM firms.
What Does Keyword Based Marketing Offer?
If implemented correctly, SEO can offer a higher return on
investment than nearly any other marketing strategy (online or
offline). Placing high in the search engine ranking positions
(SERPs) is a great way to attract first time visitors. Placement
in the search engines can largely determine the "reach" of your
online marketing strategy.
The stakes in this battle are being raised all the time as the
number of users going online increases - which in the U.S. alone
approaches 100 million - with over 60% of those users spending
some 48 BILLION dollars per year for online shopping (Greenspan,
2002, cyberatlas.com).
With broadband prices in Australia falling rapidly and the rate
of Internet takeup extraordinarily high, the Australian consumer
is showing similar enthusiasm for online sales. Unfortunately,
many potential buyers - some say as many as 70% - give up
because they cannot find the good sites to shop at, because they
are poorly keyword indexed or the actual site has poor
navigation and design.
When any business is making plans to improve their Search Engine
positions, they need to understand that optimisation of your
site for the Search Engines is not a one-shot job. It requires
ongoing monitoring and tweaking in order to keep ahead of both
the competition AND the changes the Search
Engines make to how
they rank sites.
Any comprehensive Web marketing plan should:
(1) Promote your web site based on the (optimised) content of
your site and knowledge of the relevant marketplace; (2) Utilise
data of how the average search engine user actually looks for
information on your site - including alternative terms,
synonyms, common phrasing, etc; (3) Include internal and
external link building with relevant sites and relevant
keywords; (4) Regular reporting of search engine positioning,
general Internet visibility and actual visitor
statistics/analytics and recommendation for improvements.
Every serious Web site owner should be on a Web marketing plan
that is definitely more than just a submission or reporting
service. Set a monthly budget and take action.
We've seen many of our clients benefit from the ongoing
relationship we have developed with them through our web
marketing plans. Plenty of page 1 rankings on Google, Yahoo, MSN
are not uncommon over time, as we monitor and tweak their sites
for the Search Engines.
However, in almost all cases, those clients would have never
achieved and then maintained those high rankings if they had not
had someone in the know keeping track of how their site is
ranking, and making changes where ever needed.
It's like advertising in the Yellow Pages really. If you don't
pay to have your ad included, you don't get an entry in the
book, and eventually the calls to your business start to drop
off as people update to the newest edition.
Search Engine Optimisation / Marketing is the same. The Internet
is NOT static - it's always changing and evolving, and in order
for your site to get and maintain good rankings around the
keywords that are important to you, you have to keep someone on
the job on a regular basis who knows how to react to the changes
happening.
The Return On Investment (ROI) for good SEO/SEM services is very
high, compared to traditional advertising and marketing.
According to Google's statistics, Search advertising is up to 20
times CHEAPER per lead, compared to (for example) Direct Mail.
For any company spending money on advertising, this statistic
should be of EXTREME interest! After all, what company doesn't
want to reduce their cost of customer acquisition?
That's what SEO/SEM companies are supposed to be about! Well, at
least at our company, we are - I can't speak for our
competitors. Before you hire an SEO/SEM company, ask what their
plan is for the ongoing optimisation of your site. If they don't
have a plan, run, don't walk, to the nearest exit and hang onto
your money.
About the author:
Charles Ryder is the CEO of WCR Internet Marketing, a specialist
Australian Search Engine
Optimisation company. For a free site analysis, visit www.wcr-internet-marketing.com.au
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