Internet Marketing For The Average Business Owner
Start talking about SEO and PPC and the average person hasn't a clue what you’re talking about. The ins and outs of internet marketing are often only known by the professionals working in the industry. It’s a little like medical jargon; unless you accept that not everybody will know what you are talking about you will always be met by blank faces and the shrugging of shoulders.
A knowledge of online marketing can be very useful to the average business owner though and it is worth listening next time someone starts talking about SEO and your linking profile. Already lost? I shall explain the best I can, without jargon.
Search Engine Optimisation
All aspects of internet marketing are worth getting a loose grasp on, so that you can work out which will best benefit your business. SEO; or search engine optimisation works to rank your site for targeted search terms on search engines. The higher up your site appears the more traffic you will receive and in turn the more sales you will make.
The only way this can be done is by optimising your site for the key words you have chosen in regards to your keyword research. Sites are optimised by editing content, title tags and meta tags. The next step is to use link building from other powerful and relevant sites.
SEO takes time and it can be anything from a few weeks to a few months before your organic results start to climb the ranks. Ideally you want your site to be in the first three results on the first page of Google as these are clicked on the most. SEO can take time, but it can also be the difference between your business succeeding and failing.
Pay Per Click
Pay per click or PPC is exactly as it sounds, it’s paid advertising on that is displayed above the organic results on Google and is chargeable every time anyone clicks on your ad. Unlike SEO as soon as you have live campaigns running your ad can appear on the top of Google and start driving traffic to your site. PPC is a great option to use while you’re waiting for your organic results to pick up or to use alongside SEO to maximise sales and interest in your company.
What Can You, The Business Owner Do?
When it comes to internet marketing there are various options. If you want to get really stuck in and learn internet marketing yourself there are various blogs across the internet that will be able to help you. Although this is time consuming it does mean you can manage it yourself for the foreseeable future. Once you have learnt internet marketing though this isn't the end of it.
Online marketing is constantly evolving and anyone doing it needs to be reading up about changes online on a regular basis. This is particularly true with SEO and if you don’t keep up it could result in your rankings dropping.
Another option is to outsource whether this be to an individual or an agency. Choosing to outsource means you can rest assure your online marketing is in the hands of a professional. Do your research first though and ensure the company you choose is using the right methods and not outdated strategies such as link buying.
Whatever you decide internet marketing is worth considering and could make a real difference to your business.
Eilidh MacRae works for Marketing By Web who offer internet marketing in Bristol.