Online marketing a website is no different than marketing a business. You have to advertise, send out press releases, engage in viral or word of mouth campaigns, or visit other places and tell them about your website. Though a complete marketing plan demands its own guide, some of the key goals of any website online marketing plan should involve :
1. Getting people to visit your website.
2. Getting people to link to your site.
3. Convincing visitors to tell others about your website.
4. Encouraging people to regularly come back to your pages.
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Link Building and Link Development
Links are the primary method a search engine uses to discover your website, and a key factor in its rankings. Links help search engines determine how trustworthy and authoritative your website is, and they also help search engines figure out what your website is about.
- Links from trusted authoritative websites tell search engines that your website is more reliable and valuable.
- A link from websites like CNN, The New York Times, and The Wall Street Journal are more valuable than links from your local neighborhood garage or realtor.
- Search engines also look at the anchor text (words that link to your website).
- When someone links to you with the words blue widget they are telling the search engines you are about the words blue, widget, and blue widget. 'The word in blue online marketing has link to the site of websitedesigners.fr'
- Links also increase in value over time.
- The longer a link has been in place, the more effective it is in passing along trust, authority, and ranking power to your website. The word online marketing has link to the site of websitedesigners.fr
Directories
Once your website is built you want to try and acquire links from as many trusted sources as possible in your particular industry. Getting links from websites that are related to your industry is usually more helpful than getting links from websites that are not related to your industry, though every link helps.
- One of the first places many people start building links is from directories.
- Most directories have a fee for inclusion.
- Look for directories that are charging fees because they review each site before deciding whether to accept it.
- Don't join a directory that lets in every site that applies; you want one that keeps out low-quality sites.
- To see if a directory is worth the review fee, check to see how much traffic they are going to send you.
- To evaluate potential traffic, check to see if the directory page is listed for its particular search term.
- If the directory is listed, this is usually a good indicator it will send you traffic.
- If the directory does not rank well for its term, check to see if it's listed in the search engine index, and how recently it was crawled.
- You can check the last crawl date by clicking on the cache link on the search engine result page.
- Pages that are in the index and have been crawled frequently are usually more trusted and will pass some of that value to you.
- Pages that are not in the index or have not been crawled recently are usually not worth the review fee.
Press Releases
Press releases are usually used to get the attention of journalists or industry news websites, magazines and periodicals.
- Many press release websites have relationships with search engine news feeds, so using them can be a very effective way to put your website in front of the right people.
- Most press release websites do not pass along any link value, they simply act as link pointers to your website.
- If a journalist, news website or blogger sees your press release and writes about you, you may get a link from them.
- Consider press releases in light of how much traffic and secondary links they can bring; ignore the link from the press release service.
Content and Article Syndication
Content and article syndication websites allow you to publish your content on other sites. In exchange for the free content these sites are willing to provide you with a backlink.
- Most of these article syndication sites are like press release sites in that they do not pass any link value, but instead act only as link pointers.
- To decide if this strategy should be a part of your marketing and link-building plan, look at the most popular articles in your category and see how well they rank and how much traffic they are likely to drive.
- You can also use article syndication sites to identify third-party websites that would be interested in publishing other articles from you.
Link Exchanges, Reciprocal links, and Link Directories
Exchanging links with other related websites is a good practice, if it makes sense for your users. Creating link directories with hundreds of links to other websites that are of very little or no use to the user is a bad practice and may cause search engines to penalize you.
- If the link has value to visitors of your website and you would place the link if search engines didn't exist, then it makes sense to put up the link.
- If creating the link is part of a linking scheme where the primary intent is to influence search engines and their rankings then don't exchange the link.
Paid Links and Text Link Advertising
Paying for links and advertising can be valuable, as long as you follow search engine guidelines.
- If a link is purchased for the advertising value and traffic it can deliver, search engines approve of the link.
- If the link is purchased primarily for influencing search engine rankings it is in violation of Google guidelines and could result in a penalty.
- If you want to buy or sell text link advertising without violating Google guidelines, look for implementations with a nofollow, JavaScript or intermediate page that is blocked from search engine spiders.
Viral and Word of Mouth Marketing
Creating content that is viral in nature and gets you word-of-mouth marketing can help you acquire links. This process is often called linkbaiting.
- Content created for this purpose is often marketed on social media sites like Digg, del.icio.us, and Stumbleupon.
- As long as your content becomes popular naturally, without artificial or purchased votes, you will be within search engine guidelines.
Blogs and Social Media
Blogs are a relatively new form of website publishing. Their content is arranged, organized or published in a date or journal format. Blogs typically have a less formal, almost conversation-like style of writing, and are designed to help website owners and publishers to interact more with their customers, users, or other publishers within their community.
- The journal and conversational format of blogs usually makes it a much easier way to gain links from your community.
- You must create content that members of that community value and are willing to link to.
- For a blog to be truly successful the authors must participate in the community and publish frequently.
- If this behavior doesn't mesh with your company culture, creating a blog is not going to be effective for you.
Social Media
Social media and bookmarking sites like Digg, del.icio.us, and Stumbleupon have community members who function almost like editors. They find and vote on web pages, stories, articles, videos or other content that is interesting or engaging.
- Most social media or bookmarking sites are looking for new content on a regular basis.
- The frequent publishing demands of blogs also requires a constant flow of new material.
- To get the most out of social media you must become involved in the community and submit stories from other sources, not just from your website.
- Each social media website has its own written and unwritten rules. Learn these before submitting stories.
- Every community frowns upon attempts to "game" the voting procedure. Tactics such as voting rings and paid votes that artificially influence the voting mechanism should not be permitted.
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