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Why Online Marketing

Online marketing is critical to business success.

What Online Marketing is

  • SEO - Search Engine Optimization
  • PPC - Pay-per-Click
  • SMM - Social Media Marketing

Your business will fall into a mix of these three online marketing options. Here we will focus on Search Engine Optimization (SEO) and Pay-Per-Click (PPC).

An effective strategy hedges against future unforeseen changes. If you focus entirely on search engine optimization and the search engine algorithm changes your business could suffer. By having a mixed approach to online marketing, you protect your business from unexpected changes.

Why Online Marketing is Important

In days gone by, customers looked in the yellow pages telephone books to find services. Today, the internet serves the same function for many consumers. Having a web presence can make the difference between someone calling or visiting your business, or ignoring it.

When marketing costs are compared, online marketing offers better leads for the smallest cost-per-lead.

How Online Marketing Works

A marketing campaign begins with making the best choices for search engine optimization.

SEO Goals

  • Organic integration of keywords into content.
  • Adjusting the content and site architecture to make keyword searches Search Engine compatible.
  • External link building to high quality, relevant, sites.
  • Campaign tracking to assess performance of the web site before and after changes.
  • Increase ranking on major search engines.
  • Assess keywords and potential new keywords.

Getting Search Engine Optimized

  • Identify your target market, including challenges.
  • Develop a campaign plan to suit your business. Keep it adaptable for unforeseen changes.
  • Track your search engine performance to identify progress and any potential problems.
  • No gimmicks. Lasting search engine success comes from carefully crafted content.
  • Stay on top of search engine criteria to keep your content ahead of the competition.

Getting optimized for search engines is an ongoing endeavor. When adding new content maintain awareness of how it will impact your existing content and what its keyword value is. Keep track of your site's performance. Brief falls in performance are not uncommon, but a steady decline could mean changes are needed. The power of keywords cannot be overestimated. Keywords are the search terms people will use to find your site among so many others. Integrating keywords into your content in an organic way can make the difference between success and failure.


Pay-per-click marketing campaigns can be an effective complement to your Search Engine Optimization plans. A managed presence on a social media site can keep your followers up-to-date on what is new with your company. Blogs are a way to share in depth information, company news, as well as sharing industry gossip, however, a good blog requires time to keep the content refreshing. Recounting information widely available from other sources will not aid your efforts.

Date: 08.05.2011

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