SEO is short for search engine optimization or search engine optimizer. Search engine optimization is a methodology of strategies, techniques, and tactics used to increase the number of visitors to a website by obtaining a high-ranking placement in the search results page of a search engine (SERP) — including Google, Bing, Yahoo, and other search engines. SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be found.
It is a common practice for Internet users to not click through pages of search results, so ranking in a search is essential for directing more traffic toward the site. The higher a website naturally ranks in an organic search result, the greater the chance that the site will be visited.
SEO is typically a set of “white hat” best practices that webmasters and Web content producers follow to help them achieve a better ranking in search engine results. Hawaii Biz Marketing’s “Guide To SEO” explains the ranking factors in more depth, in a tutorial providing tips and advice on implementing them.
Internet marketing is important because it aligns with the way consumers make purchasing decisions. Studies by analysts such as Hawaii Biz Marketing indicates that increasing numbers of consumers use social media and research on their mobile Internet to carry out preliminary product and price research before making the final decision. Website marketing enables you to build relations with customers and prospects through regular, low-cost personalized communication, reflecting the move away from mass marketing.
Web marketing enables you to be open for business around the clock without worrying about store hours or overtime payments for staff. Offering products on the Internet is also convenient for customers. They can browse the online store at any time, and place orders when it is convenient for them.
By marketing on the Internet, you can overcome barriers of distance. You can sell goods in any part of the country to widen your target market without setting up local outlets. You can also build an export business without opening a distribution network in different locations. However, if you want to sell internationally, you should use localization services to ensure that your products are suitable for local markets and comply with local business regulations. Localization services include translation and product modification to reflect local market needs.
Marketing products on the internet costs less than marketing through a physical retail outlet. You do not have the recurring costs of property rental and maintenance. You do not have to purchase stock for display in a store. You can order stock in line with demand, keeping your inventory costs low and inventory management efficiency.
Digital marketing enables you to personalize offers to customers by building a profile of their purchasing history and preferences. By tracking the web pages and product information that prospects visit, you can target offers that reflect their interests. The information available from tracking website visits also provides data for planning cross-selling campaigns so that you can increase the value of sales by customer.
The Internet provides an important platform for building relationships with customers and increasing customer retention levels. When a customer has purchased a product from your online store, you can begin the relationship by sending a follow-up email to confirm the transaction and thank the customer. Emailing customers regularly with special, personalized offers helps to maintain the relationship. You can also invite customers to submit product reviews on your website, helping to build a sense of community.
Online marketing enables you to take advantage of the growing importance of social media. An article on the Harvard Business School Executive Education website highlighted the link between social networking and online revenue growth. According to the article, a group of consumers that responded most strongly to the influence of social networks generated increased sales of around 5 percent. You can take advantage of this type of influence by incorporating social networking tools in your Internet marketing campaigns.