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| Written by Webmaster | |
| Monday, 19 January 2009 | |
By Dominic Donaldson The practice of internet marketing refers to the practice of communicating the services or products of a company to consumers using the internet. Otherwise known as web marketing, online marketing or eMarketing it is one of the fastest growing marketing mediums, rapidly approaching television which is currently considered to be the most popular.
There are many facets to internet marketing from paid search to banner advertising with many companies across the internet offering comprehensive eMarketing services. Direct email campaigns, keyword specific pay per click advertising and organic search engine optimisation are some of the techniques used to great effects by eMarketing professionals. Search engine marketing is one of the areas of most rapid growth within internet marketing and there are two fundamental types of search marketing. Paid search and pay per click advertising are techniques where adverts will be purchased to appear on relevant pages for specific targeted keywords relevant to their products or services. Paid search is an effective short term solution in response to a drop in traffic or listings, or for a specific product launch, or as a festive campaign begins. Many larger companies play into the search engine's hands by running exclusively paid search internet marketing campaigns, competing with other corporates on main keywords and ending up paying inflated rates. Paid search is most effective when used in combination with organic search optimisation. Organic search optimisation, or SEO, is the practice of formatting a site so that it is search engine compliant, therefore top in the listings for certain significant keywords. This is the fastest growing area of internet marketing and combined with strategic paid search campaigns can produce excellent results. The traceable and measurable nature of the return on investment within internet marketing is one of the reasons it is the fastest growing advertising medium in the world. All digital data is easily recorded and filtered to suit the needs of the client and expert web analytics can be performed to establish where the site has strengths and where it needs improvement. A vast spectrum of information can be analysed to establish where the traffic to a site is coming from and what the conversion rate of this traffic is into cash. Web analytics are an essential part of any internet marketing campaign. Even purchasing advertising space it is essential to know the level of traffic and the demographic of users on any particular site. SEO compliance is practiced by most reputable internet marketing specialists however there are some techniques that can be used that are described as spam or black hat methods. Practices such as keyword stuffing, multiple domains or server cloaking are used to mislead search engine spiders when they evaluate the integrity and relevance of site for a specific keyword. Although these methods can provide fast results, search engines are aware of them and will punish sites by banning them completely from the search engine, which is disastrous to any website. The only way to ensure that these methods are not being employed by your internet marketing agent is to choose a reputable company with a traceable track history and references. Dominic Donaldson is an internet marketing consultant specialising in search engine optimisation. Tag it:                  |
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| Last Updated ( Monday, 19 January 2009 ) |
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