Optimise, Assess, Win!
A recent article that was published by The Telegraph online has highlighted an important element of online marketing that more people need to consider when trying to promote their business. The two authors that used an optimisation tool on amazon.com to help propel their book to the top of the charts are no different to any successful marketing department at any company. Yet amazon decided to withdraw the tool following this incident.
Optimisation is the new marketing for successful online businesses. It is something that every creative marketer needs to have as part of their tool kit in the modern world and failure to apply it can mean the difference between success and failure. Amazon’s withdrawal of the tool on their own site shows just how effective a correctly optimised product online can be with the customer.
Most companies now employ a SEO Manager to help them rank higher on the search engines. Companies like abroadband have been smart enough to know that relevant, useful and non repetitive content are the keys to ensuring that they don’t drop to the bottom of Google or the other search engines. So what does an SEO Manager do that a traditional Marketing Manager doesn’t?
The best way to illustrate the process is to use an example case. Harry is an SEO Manager who works for a Cancer Charity called ‘Cancercure’. Harry’s job is to ensure that when a person types in phrases or words like ‘Cancer Charity'or ‘Cancer'on a search engine, the Cancercure website appears as high up on the 1st page of results as possible. If the Cancercure website appears within the 1st ten results returned then there is automatically an increased probability that people will click onto the Cancercure website. Using this optimisation technique ensures that 99% of the time, Harry has connected the Cancercure website directly with its target market – people looking for information on a cure for cancer.
By using these techniques anyone can rank their website higher up on the search engine results. It is ten times more effective then traditional methods of marketing because instead of producing material that only has a 50% chance or lower of reaching it’s target audience, you are automatically getting your target audience to find you. The best thing about it is that the cost of employing an SEO Manager to do this for you is still a hundred times less then that of an expensive marketing budget. In other words you get more bang for your buck.
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