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There are two ways of looking at Web site marketing strategies: from within, and from without.
One point of view projects out from your business Web site.
The other point of view bores in from the Web surfing crowd.>/P>
As an aspiring Web entrepreneur, you must be able to tell one from the other if you want to be able to take advantage of both, and thus, make your Web business succeed.
Let me explain.
Projecting Out
A well designed business Web site will project a desirable image on the Web, at least to those who manage to find it, out of the other 56 million other active sites out there.
You are catering to two very distinct entities with your business Web site.
- The search engines.
- Your target clientele.
You market your Web site to search engines by structuring it so that the SEs will easily find it, and recognize what information, products and/or services you are offering. The better your Web site structure, the better its contents, the higher the SEs will rank it.
The ranking also takes into account your visitors’ behavior when on your site. The longer they linger and explore your site, the better. To a search engine, this means that your Web site content is deemed, at least interesting, if not valuable, to humans. The SEs will give your site higher marks for this.
A higher ranking from search engines is extremely desirable, because it renders your site more visible to Web surfers looking for the type of information you offer.
A high ranking by SEs is the very object of your “outward-looking” Web site marketing strategies.
Therefore, your Web site marketing strategy is to
carefully structure your Web site. (More on this in the Site Planning section).
and load it with high quality content (read useful information).
Boring In
Your business Web site’s content, both by its quality and usefulness, is the essence of your Web site marketing strategies aimed at humans. People who are searching the Web for the type of information you offer will
- query search engines, using keywords,
- click on links to your Web site, from other Web sites,
- click on your ads on other Web sites (if you have any).
Therefore, people select your site, out from the multitude, by focusing on keywords they hope will lead them to the content they are seeking.
Your very useful and highly focused Web site content will become an attractive target to Web surfers. The latter will “bore in” eagerly, when your keyword focused content meets their keyword focused queries.
Your human directed marketing strategies will serve to build a kind of tunnel, effectively channeling visitors to your Web site, and your offer.
Build A Good Target
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Fortunately, you can learn how to put in practice both Web site marketing strategies. The resources, you will find by clicking on the graphic (on the left), have been developed by experts in the field. They will flatten the learning curve, and give you the knowledge and know how to develop your personalized marketing strategies.
Return from "web site marketing strategies" to "strategic business planning".
