SEO and Internet Marketing
Return on Website Investment
 Building a new Website can be expensive. There
is also the cost of the time spent on design, planning, content and optimisation to be taken
into account. The investment should prove profitable – or is the Website just for show?
For profitability, Search Engine Optimisation (getting visitors) and Internet Marketing (getting
customers), are essential.
A successful Website will provide constant earnings – it can be a money-spinner. On
the other hand, there are millions of websites that fall far short of expectations. If your
competitors are attracting your potential customers, then some substantive action is required
for a reasonable ROI (Return On Investment).
Improving Search Rankings
To get more customers, the Website can be advertised. But printed or radio advertising is
limited in reach and TV advertising is expensive and short lived. All of the potential customers
will just use Google in any event to find what they want. And just making the Website beautifully
eye-catching is not going to attract additional customers.
That leaves Search Engine Optimisation.
SEO is the most effective means of improving the search results when surfers look for a product
or service. Each SEO aspect of the Website needs to be checked and improved. Additional Keyword
research could be required. For example, the Website may rank high for one Keyword phrase,
but not for another.
Internet Marketing
Internet Marketing is a major factor that affects the ROI, besides Search Engine Optimisation.
There can be a large number of visitors when the Website appears in the first few pages of
a Google search. But the increase in genuine visitors leading to sales may be minimal.
When there are few genuine enquiries, all Internet Marketing factors must be re-examined.
There needs to be an evaluation of what will persuade visitors to purchase products or services.
What is required is a reassessment of the target audience and consequent tailoring of the
content. This research and analysis must be continued until there is an improvement in the
quality of visitor traffic and the consequent conversion rate.
Well targeted visitors will lead to the best ROI.
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