13. July 2010 05:45
The www as we know it has had phenomenal growth in the past 11 years. During March 2006 the Internet community was estimated at over 1Billion users . Of that total figure South Africa represents 5 million users . These figures in itself is very impressive, but let's compare these figures to the alternative marketing options available to business in South Africa.
Alternative marketing options
Television in South Africa is the largest possible source for advertising and at a Combined 17.5mil viewers including SABC Africa, also the most expensive form of advertising. The result is a marketing strategy that is far above the budget of the average business.
Known issues with these types of marketing is to a great extend your return on your investment as these marketing options can be compared to shotgun marketing. The viewers are not targeted audiences and the basic demographics are known by a small sample made by the media company for costing purposes. The main factor that determines your audience is costs. You need to fit a tight budget and compare it with estimates of expected reaction to decide what timeslot your advertisement should be broadcasted. The broadcast usually last for a period of between 5 to 45 seconds and every time it is broadcasted you pay additional costs.
Online marketing to a great extend has become a science, in that the website that you are able to make live at a very low cost is available to over 1 Billion viewers at any given time. Visitors that end up on your site can be tracked and very accurate user behavior can be drawn up, allowing you to apply improvements to your marketing strategy in a short period of time and then successfully track changes made for further improvements.
The accurate tracking and monitoring of website visitors is what makes online marketing so unique and beneficial. It is to great extend impossible to accurately track the sources of your marketing campaigns with conventional methods but with the online marketing sector you can track successful traffic sources as far as conversion rates and value per visitor is concerned. This enables you to tweak your marketing campaign in order to get better-targeted audiences that increase ROI.
Search Engines are in general compared by to the yellow pages. However this type of comparison is an injustice to the success that are accomplished by a proper search engine marketing strategy. By not being visible on search engines your site virtually becomes like having the Menlyn shopping center in the middle of the Kalahari. People don't know about it nor do they go there. SEO is a vital part of your online marketing strategy because it delivers highly targeted audiences with excellent conversion rates. People that visit your site from a search engine were looking for your services or products.
23. June 2010 04:54
What is Search Engine Optimization (SEO)?
SEO is the active practice of optimizing a web site by improving internal and external aspects in order to increase the traffic the site receives from search engines. Firms that practice SEO can vary; some have a highly specialized focus, while others take a more broad and general approach. Optimizing a web site for search engines can require looking at so many unique elements that many practitioners of SEO (SEOs) consider themselves to be in the broad field of website optimization (since so many of those elements intertwine).
Why does my company/organization/website need SEO?
The majority of web traffic is driven by the major commercial search engines - Google, Bing and Yahoo!. If your site cannot be found by search engines or your content cannot be put into their databases, you miss out on the incredible opportunities available to websites provided via search - people who want what you have visiting your site. Whether your site provides content, services, products, or information, search engines are a primary method of navigation for almost all Internet users.
Why can't the search engines figure out my site without SEO help?
Search engines are always working towards improving their technology to crawl the web more deeply and return increasingly relevant results to users. However, there is and will always be a limit to how search engines can operate. Whereas, the right moves can net you thousands of visitors and attention, the wrong moves can hide or bury your site deep in the search results where visibility is minimal.
In addition to making content available to search engines, SEO can also help boost rankings so that content that has been found will be placed where searchers will more readily see it. The online environment is becoming increasingly competitive, and those companies who perform SEO will have a decided advantage in visitors and customers.