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Search Engine Optimization and Marketing
'What can search engine optimisation and search engine marketing do for me?'
When you get down to it, there are two simple questions you need to ask yourself when planning
your internet marketing strategy. These are:
1. How can I attract enough of the right kind of traffic to my website?
2. How do I make the most of that traffic when it arrives?
SEO - Generating Website Traffic
There are several potential sources of visitor traffic of which you can take advantage, including search engines (either natural search results via SEO or pay-per-click advertising), social networking sites, or other referrals.
Although it's often sensible to have more than one stream of web traffic to rely on, by far the most cost-effective method of bringing visitors to a website is achieving high natural rankings on the search engines through search engine optimisation.
The huge benefits of successful SEO search engine traffic are that it's
* highly targeted (your visitors will be interested in what you're offering; after all, it's exactly what they originally searched for)
* you know exactly how much you're paying (unlike pay-per-click advertising, with natural search engine optimization you don't pay for each individual visitor - for websites at the top of the natural rankings traffic is free)
* you can pull in literally thousands of visitors using popular keyword 'search terms'
Conversion Rate Optimization
Having made the effort to attract a healthy amount of website traffic through SEO, it's essential that you make full use of it.
Many websites leak visitors due to poor design, wasting the investment they have made to attract visitors. A conversion rate marketing (or, conversion rate optimization) programme will fix these problems through continuous testing, optimization and improvement, consistently increasing profitability and ensuring potential customers aren't lost.
Without increasing the supply of traffic conversion rate marketing or optimisation is capable of dramatically increasing your profitability, often in terms of multiples, by giving customers what they are looking for.
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