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SEO and Internet Marketing...It Takes Two to Tango

By: Brody Dorland at Allure New Media, LLC

Submitted on Fri, Feb 15th, 2008 11:43 am

Marketers today know that search engines play a large roll in dictating daily website traffic and overall sales for many companies. Small businesses approach us regularly with requests for SEO services and an expectation that their site will magically start generating more leads. But, achieving this success takes more than just a one-time SEO effort.

Grab Your Partner Doe-Se-Doe
In our ongoing quest to keep up with the latest search engine and internet marketing strategies, we often hear about the dramatic and sometimes devastating effects that a slight change in Googles algorithms can have on companies bottom lines. These stories serve as good examples of why you dont want to put all your eggs in the SEO basket.

While an initial SEO effort during the development and launch of a new website is definitely needed in todays online marketplace, ongoing internet marketing strategies can be executed that will not only complement your SEO efforts and improve your overall traffic, but also help shield you from the ever-changing search engine algorithms.

Lets Go Fishing
Talking about internet marketing strategies with clients often reminds me of fishing trips I used to take as a child. The more lines you cast with sharp hooks and enticing bait (hot dogs work well), the more fish youll bring in. Said another way...The more targeted online mediums you participate in and offer high-quality, original content, the more traffic you will generate for your site. And as an added benefit, the fish you release back into the water are going to go tell their fish friends that they just tasted a good hot dog.

Internet Marketing Strategies That Work
Just like any successful marketing campaign, doing some research to get your bearings is a good place to start. Do an audit of your market or industrys online offerings to determine who is participating, what they are talking about, which websites are hosting these discussions, what your competition is doing and how you can get in the mix.

Using this information, its time to sit down and map out a plan for which internet marketing tasks are appropriate, feasible, sustainable and within your marketing budget. Here are a few that typically make the cut:

Website Directory/Buyers Guides Submission Getting listed in online industry directories and product/service buyer's guides can help you hook influential industry practitioners and is a great source for backlinks, which increases your site's overall page rank in many search engines.

Participation in Industry Blogs and Forums Niche blogs and forums are powerful communication tools used by industry enthusiasts to converse about companies, products and services. Your genuine, consistent participation in these sites can reap significant rewards.

Corporate Blog/Forum Development Is your industry behind the times? Cant find blogs or forums that are covering your industry, products or services? If you build it, they will comeBeing the first to offer an arena for candid discussion about your industry positions you and your company as the thought leader.

E-mail Marketing When compared to traditional advertising, printed newsletters or direct mail, e-newsletters and e-blasts (electronic direct mail) are almost no-brainers since they can be executed quicker, are more cost effective and provide almost immediate customer feedback and marketing analysis.

Search Engine Advertising Probably the most effective form of advertising on the planet today. Combine a well-funded Pay-Per-Click campaign with a high-quality website and you may find yourself swamped with new business in a matter of days.

A Consistent Effort Wins the Day
Regardless of your industry or marketplace, your potential customers are increasing their use of online mediums to research products and services everyday. And with all those fish swimming about, why not cast as many lines as possible everyday? Many of the strategies and tactics outlined in this article can be executed affordably and come pre-packaged with powerful analysis tools that will show you real-time ROI.

About the Author

Brody Dorland
Allure New Media, LLC
Since graduating from Kansas State University with a BA in Public Relations and a Minor in Marketing, Brody has worked on both the marketing-agency side and the corporate side creating integrated marketing programs for companies in a variety of industries (financial services, consulting, commercial real estate, water/wastewater, building products, automotive, food and information technology). As the president and creative director of Something Creative, Inc., Brody provides small and mid-sized businesses with high-quality, creative marketing services at very competitive rates. Something Creative's services include strategic planning, branding, graphic and web design, advertising campaign development, search engine optimization, internet marketing and copywriting.

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