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David Ziguras April 21st, 2009

Many businesses now understand that search engine optimisation (SEO) is becoming a  critical part of any online business strategy.

With the growth of information on the Internet, and the sheer number of people now connected, a new market for Internet advertising has emerged as a must have for businesses. Some of the largest and most successful companies in the world have made sure that they get a piece of the Internet marketing pie, and for a good reason.

Online marketing is targeted
As a business looking to advertise to a specific market, Internet advertising and online marketing offers a number of targeting methods that ensure that those who see your ads are the ones most likely to buy. Google’s AdWords and AdSense match up advertisers with content that their target market peruses regularly. Forget the costly machine-gun strategy of newspaper or magazine advertisements, Internet advertising is targeted.

Internet adverting enables good conversion tracking
It’s virtually impossible to gauge exactly how many people see advertising through traditional means. Tracking the reach of newspaper and television advertisements is difficult. This is where Online Marketing and Internet advertising separates itself from the pack, allowing the advertiser to track the number of impressions an ad gets (how many people see it), and how many visits their business website gets from particular ads, making it easy to see what kind of conversion rates Internet advertisements are getting.

Internet advertising costs less
Internet advertising can deliver far greater reach than traditional print based methods, which is especially important if you are on a budget. A small yellow pages ad can cost thousands of dollars. However, you can bid for advertisements in some major search engines on a performance basis, meaning you only get charged when visitors click on the advertisement, and you can control how much you spend on each click.

Because of the targeted nature of online marketing and the ability to track the effectiveness of ads, conversion rates are typically much better than traditional mediums.

Internet advertising has greater range
Since the Internet spans the globe, your target market scattered the world over can be targeted at once, rather than trying to find different publications, radio stations and television stations that cater to a particular geographical area.
Internet advertising can be a great way to let the World know about your online business in a cost-effective, efficient way.

So, with the information above, how do you as a business owner capitalise on the new world of Online Marketing, and be sure you see some of the action?

Search Engine Optimisation is the answer.

Search engine optimisation is the process of increasing web traffic to a website through the search medium. The process involves making various changes to a website so that it is more visible to search engines and easier to operate for users.

The market is saturated with so called SEO specialists who are simply jumping on the band wagon. Because of this saturation of so called SEO specialists it is imperative to perform detailed research before entering into a contract with any SEO company.

You should be looking to partner with an SEO company that can prove previous results delivered to clients, happy to discuss their methods in depth with you, and finally the SEO company will ideally have been around for a few years offering SEO services and online marketing.

Before making a decision, arm yourself with knowledge. Get a basic understanding of how the search engine process works. Understand basics concepts, and methods for optimisation of a website. With this information you will at the very least be able to have a meaningful discussion with the prospective SEO company and hear about their specific approach to site optimisation.

As is the case with most purchases. Get more than one quote. Ensure the quotes and proposals you get are comprehensive. This will allow you to properly compare value for money, and confirm that you are paying for what you get.

It is especially the case with Search Engine Optimisation; the cheapest company should not always be chosen. Like most things in life a cheaper price does not necessarily mean a good service, and in most cased with SEO services it is worth paying that little bit extra for a better level of service.

Avoid companies that promise position one rankings. Nobody outside of the Google can guarantee such positions. Search engine algorithms are extremely complex and it takes real experts to work within these algorithms to improve the rankings of a website. Any company that has the short sightedness to guarantee position one listings is probably not worth using, they are simply offering this to close the deal.

In a nutshell, online marketing is growing faster than any other advertising medium and is showing no signs of slowing. You would be wise to (if you haven’t already) get onboard, partner with a professional search engine optimisation (SEO) company and start seeing the results a focused online marketing campaign can deliver to your company.

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