Setting up your online business presence is a major accomplishment. However, it is only the beginning. Contrary to popular opinion, people will not come just because you built it. Part of the reason for that set of circumstances is that no one is likely to visit a web site that they do not know exists.
So, after you have put together the most spectacular, intuitive, and fun to browse web site, the time has come to get busy and find ways to generate the traffic to your little corner of the Internet.
The good news is that there are many options when it comes to the task of driving traffic to your site. While many of the strategies involve online methods, there are also some offline effective procedures that will also lead to more hits and thus increase the chances of making a sale.
Here are some tips on creating a comprehensive battle plan to publicize your site and generate interest that will result in making your online presence a successful venture.
Pay Per Click Advertising
One of the easiest methods to employ in your plan to drive traffic to your site is pay per click advertising. This particular advertising model has been around since the late 1990’s and has been a means of generating hits for many different businesses with an online presence.
Pay per click advertising is an excellent way to get the word about your company to a wide audience. The process involves spotting an ad on various web sites that will forward an interested party back to your web site.
Part of the attraction of pay per click advertising is that the ad owner only pays when someone clicks on the ad and actually follows through to the web site.
When it comes to PPC advertising, never forget the importance of keywords. Essentially, keywords are words and phrases that are considered to be common modes of searching the Internet to find desired content.
As an advertiser, your job is to come up with keywords that you believe are likely to take you to web sites that are relevant to the type of business site you currently operate. The rationale is that persons who visit those sites would most likely be interested in the content of your site.
If you manage to find the right web sites for your ads, then the chances of generating clicks to your site are much greater.
While the keyword mode of pay per click advertising is very common, there is also a second method. Known as content match PPC, the principle is still the same.
The main difference is that rather than basing the search on keywords, the results are based on the content of the site. As an example, if you run a site that is dedicated to gardening supplies, then it would be a natural for you to want to place ads on sites dedicated to gardening.
Content matching can be used right along with keywords to create a well rounded pay per click component in your overall publicity campaign.
Finding online resources to help you with the process of placing pay per click ads is relatively easy. One of the most popular approaches is to make use of the Google Adwords program. You can get started by identifying a list of relevant keywords. You can also get help in designing the appearance of your ad, using online tools.
Adwords also includes a number of online tools, so you can keep track of how many hits get to your web site through those hits. This allows you to stay on top of how much pay per click is advertising is costing you each month. By comparing the sales that result from the hits with the cost of your pay per click campaign, you can determine if the program is making money for you.
Another target for your pay per click campaign is online comparison shopping engines. These types of engines often are willing to provide feeds through the placement of ads on their searches.
Just as with the ads on informational web sites, persons can click through to your web site and see what you have to offer. Some of these sites provide you with the ability to see the number of hits, while others do not. Payment for placing the ad on the shopping comparison site may be in the form of a fixed monthly amount or based on a fixed rate per click.
Keep in mind that there is no such thing as exclusionary pay per click arrangement. This means you can sign up with as many keyword and shopping ad services as you like. In fact, you may do very well to try out several different services, to see which ones seem to provide you with the best matches and coverage.
If funds for advertising are limited, go with a well known service, and then add more services as your revenue stream builds to the point you can afford to do so. Remember that your goal is to build a solid foundation for your web site, so it may take some time before you begin to see results.
Disregard stories about overnight success. Chances are you will go about six months to a year before you see significant traffic that results in sales.
Pay per click advertising is often an affordable way to launch your advertising campaign. The cost per click is often a fraction of a cent, so it certainly will not cost a great deal, unless you happen to get a huge number of visitors clicking through to your site.
The law of averages would dictate that of that huge number, enough sales would result to make your investment in the pay per click program well worth your time and the expense.
Search Engine Optimization
While you are running ads through one or more pay per click programs, it is important to not underestimate the effectiveness of the content of your own site. In fact, paying close attention to your own web content will help your web site to show up higher on search engines. The magic way this happens has to do with search engine optimization.
Here is how the process works, and why it is so important to make the best use of this value method of publicizing your web site.
When people think of search engine optimization, the first thing they think about is keywords scattered through the content that is found on the site. Keywords help people who are interested in what you have to offer find your site.
Generally, persons entering one of those important keywords into one of the several search engines will be directed to sites that are directly of interest. A judicious use of keywords on your part will help improve the chances that you will appear in those listings.
Along with keywords that are in the text of your web content, you also want to register your web site with each of the various search engines. As part of that registration, you can include all sorts of keywords that will add your site to a search command.
You can use terms that have a direct relationship to the content and purpose of your site, as well as keywords that have some indirect relationship to your content. For example, if your web site has to do with pet supplies, a direct keyword would be “pet.” An indirect keyword might be something like house, bed, or snacks.
Registration on all the search engines does not cost anything, if you choose to take the time to do the work yourself. However, there are services that will create a profile for you and register your web site on a huge number of sites on your behalf.
Many of these services do an excellent job, but be prepared to pay for what you get. Most of these registration services offer different size packages, with each package including a select number of search engines.
While some of the packages will include the more popular search engines, it is always a good idea to verify which of the engines are included. This will help you to determine if the price tag is worth it.
If you choose to go with a registration service for the search engine optimization, make sure you provide them with an exhaustive list of keywords. Once the task is done, you cannot go back and update the list at will.
Don’t rush into this project. Instead, take a few days and add more keywords to the list as you think of them. After several days, you will probably have a list of keywords that is broad enough to make a real impact.