The growing business handbook : inspiration and advice ... - Sparkler

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Web marketing
3.3
What’s the point of having a website if it doesn’t generate you any business or
more importantly profit? asks Tony Mackenzie at Web on High
With major improvements in technology over the last five to seven years, it has
now become easier and quicker for the vast majority of the UK populous to go
online to look for required products and services. Speed of data access and quicker
hardware platforms combined with easy search parameters and the global monster
that is Google means that people are comfortably aware that they can find the right
solution by simply typing in ‘plumber in Westminster’, or ‘hotel in Newbury’ for
example. With a staggering 57 per cent of all businesses now being found for the first
time using the major search engines, having a visible online presence in the current
business climate is not only useful but critical. An effective online strategy can
transform a business, even in a downturn… but only if understood and planned
correctly.
The following rules and guidelines form the starting point for a successful website
and online presence.
Search engine marketing
Sadly a high proportion of sites that exist miss the point entirely when it comes to
effective and productive search engine optimization (SEO). Many web-design
companies simply do not understand the amount of time and effort needed or more
importantly what the major search engines such as Google want to see on your site.
This is where the critically important areas of accurate analysis, research and
planning play an important part. It is essential to understand in great depth your
overall business model, prior to even starting to think about the creation/design or
promotion of a website. This fundamental research and analysis is the foundation to
creating a website that targets the right audience and market and will ultimately
make a big difference to your online productivity and visibility.
Why aim your website at a market that no one is looking at and will not produce
enquiries or orders?