The Wayback Machine - https://web.archive.org/all/20050217120947/http://seo.anthonyparsons.com:80/presentation/step-3.htm
anthonyparsons.com SEO
APN: Anthonyparsons.com :: Directory List :: Palewise :: SEO :: SEO Blog :: SEO Forum :: SEO News :: SEO Testing

STEP 3 - Other Marketing Potentials

When you employ our search engine optimisation firm to perform your online optimisation and marketing, you get exactly that, online marketing. Optimisation for the search engines is one aspect of any great online campaign, but it remains only one aspect. Online presence is no longer simply about ranking high in the search engines, but also delivering targeted traffic from all over the web.  Now you've got the traffic all you need is sales!

Have you employed our firm for a complete marketing solution? If so, you can expect new targeted traffic to be directed to your site as our first move.  We do this by actively pursuing all other marketing streams to deliver new targeted traffic before we begin the actual optimisation of your site. For example, for a relatively new site or non-performing site, a PPC campaign is most likely the best option to begin delivering traffic instantly whilst  page optimisation is underway. All relevant terms have been identified in the previous stage, so we simply take those terms and set up a PPC campaign through Overture and  Google. This campaign will be conducted as required, to target your audience and stream relevant traffic through you site until the free rankings can be obtained.

Some say it is best to have a combination of both PPC and free rankings, but I do not necessarily agree. PPC is great to start a campaign whilst waiting for organic rankings to take effect.  It is also great for targeting extremely competitive terms that are going to take years to obtain through the organic rankings. I do not believe that you need to maintain PPC if you are ranking well within the free results. If your free results fail at some point, sure, return to PPC until the problem has either resolved itself or resolved through further SEO. Why pay for something twice?

 



Forum Topics



Valid XHTM 1.0Valid CSS2

 Copyright © 2004 - 2005 anthonyparsons.com

Now, if you have the time to wait of course, then you don't even need to purchase a PPC. The marketing potential is available if required, but if you don't need it, then don't use it. Depending which services you're purchasing from our firm, we generally like to work in this order:

# Establish paid campaign until free results take effect and stabilise
# Perform all on-site SEO and page modifications
# Perform all directory inclusions
# Perform establishment of inbound links and link directory
# Perform writing articles and establishing news pages
# Begin advanced link campaigns - paid sponsorship (Usually only for competitive terms)
# Establish third party affiliate campaign
# Establish further paid online advertisement

The largest realisation is that once we have exhausted all online potentials, all the money in the world is not going to [Pullout:consider normal offline advertisement mediums, such as radio, TV]deliver more relevant traffic to your site. Marketing is all about Return On Investment.  The aim is certainly not to spend more than you make. This is why every business must adopt an active and honest approach to online marketing. It can be a dangerous and costly business gamble, if not handled correctly. Our best advice is to never go over your allowed budget, irrespective of what you think may happen.

The other facts are this, once all online avenues are exhausted, it is then up to a business to consider normal offline advertisement mediums, such as radio, TV, newspaper, local and regional papers, cinema advertisement (etc). Many businesses who operate exclusively online seem to steer clear of normal advertising mediums. A well targeted radio campaign through a national radio service can drive just as much throughput and sales as any online campaign could do. You must remember that online marketing is only one of many advertising mediums available to a business. Don't over extend yourself and remain focused. This is what we are here to help you do. We will not charge a customer for anything that is not required, nor will charge for anything that is not essential to your business. We can, if you so choose, direct you to competitors who will provide services in excess of what you require and take your hard earned money.  This may contradict our recommendations but the choice always remains yours.

anthonyparsons.com is an online marketing and optimisation firm.  We are also a firm that takes each clients unique circumstances into consideration, evaluate and provide the best marketing solution as required. Sometimes waters need to be tested.  If this applies to your site, we throw a line out, get a feel for any returns before we would recommend a permanent marketing plan.

SEO Next Step

Start - 1 - 2 - 3 - 4 - 5 - 6 - 7 - 8 - 9