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Optimization.
"An unused website is a useless website."
Once a website is created it needs to attract visitors, visitors that will fulfill the purpose for why the website was created in the first place. Marketing of your site should be viewed as a marathon and not a sprint, most bussinesses are not in the unique fortunate position of having a monopoly on a market so marketing efforts need to be formulated and executed with the aim of steady growth.
The process of reaching users to optimize the investment of a website can be simplified to three sections.
- Sponsored Links.
- Search Engine Optimization.
- Website Optimization.
Each of these processes we provide clients individual solutions looking towards long term stable organic growth of their sites.
Sponsored Links.
Sponsored links or Pay Per Click. As with all other media advertising is the main revenue earner and driving force of the internet. Sponsored links as Pay Per Click are commonly returned as part of the results from a search engine or comparision websites with a fee being paid to be included in the list or as a user clicks on the link.
Search Engine Results
Continuously small programs scour the internet visiting sites and reporting their findings back to their owner. These robots are vital for search engines to index the contents of websites. The index that is used to generate the list of sites for a keyword search. This is also referred to as the organic results of the search as they are presented on how relevant the site is to the users search. The greater the relevance that the search engine ranks the site the higher it is in the returned list.
The quest of Search Engine Optimization (SEO) is to focus on increasing the ranking of a site in the results returned for a target audience. The greater the competition for the audience the more challenging and creative the optimization task becomes. For a used car website the challenge of SEO is a greater task and requires greater investment than for a local sports club.
Database driven dynamic websites, such as ecommerce sites, are even further challenged as the robots have to navigate the dynamic links of the site and as such may miss links and not index the contents of a website, ultimately exclude the site from potential customers. Custom functions can be constructed that routinely and automatically generate pages to instruct the robots where to find documents. Further functions can be constructed to transform the dynamic content to static documents that allow the robots easy access.
Custom functions can also be used to increase the sites relevance through generation of links to the site. This may include generation of data feeds and application programming interface (API) . Common examples of these are Really Simple Syndication (RSS) feeds to include products in comparison websites interfaces with such services as social networks.
Although SEO is fundamental to increasing the traffic to a website once a user is at the website the ultimate goal is to achieve the sites primary function be that a sale, provide information to the user or gain a subscription. The success of a converting a visit is the the challenge of Website Optimization that focuses on the content and layout of the web pages. Where the individual elements of the page, the colours, the names for buttons that are used all having a bearing on whether the goal of the site is achieved. Common practices of Website Optimization are to run experiments and surveys to statistically compare how users relate to the documents presented.