Marketing your product is more important than getting your website right: arguably, more important than getting the product itself right. It is essential that you set up an effective marketing campaign and keep working on it over time. The good news is that marketing is not rocket science. In fact, it is mainly about common sense and testing. It is also great fun. What is marketing? It is more than just advertising, but exactly how it is defined depends on who you ask. Do not ask the chartered Institute for marketing, because the definition it gives encompasses just about everything. For an interest-based business, your focus is going to be mainly on direct marketing and, specifically permission-based direct marketing.

Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the entire business which is seen from a point of view or as a final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of an enterprise. This is an activity. Marketing activities and strategies result in making products available that satisfy customers while making profits for the companies that offer those products. The main benefits of this approach are that your conversion rate increases hugely and that you can establish a relationship that leads to lots of sales over a long period. Indeed, many profitable internet products lose money on their initial sale, because their vendors will make it back over the long term.

• Using marketing you can accomplish attracting traffic – the first aim is to attract the right visitors to your site. Note the qualifiers there: web traffic is of little use unless the people who visit your site are likely to buy. Indeed, one of the biggest mistakes amateur marketers make  wasting money attracting the wrong people. Get it right and you can find potential customers, either for free via the “organic” search listings or at the lowest possible cost via pay-per-click advertising.
• Enjoy the SEO – the process of ensuring your site is as highly ranked as possible is known as search engine optimization. A great deal of mystique surrounds this, but there is a limited range of aspects of your site that you need to work on. The first thing to understand and accept is that there is no way of guaranteeing the top spot for any high traffic keywords. In addition, SEO approval needs time. Google rewards sites for their longevity in two ways. First is it will rank an older site higher than an equivalent newer site. Second, you earn credit for the number of incoming links to your site.
• Pay-per-click Advertisement – most people think about internet marketing, they think about Google Ad words. While it can’t build a relationship with a client or sell a product directly, it can drive targeted, relevant traffic to your site a price you set yourself.
• Permission Marketing – once a user arrives at your site, you need to make sure you begin a long-term relationship with a profitable percentage. This means giving them something of worth in return for their contact details – usually no more than a name and email address.

Marketing is limitless by creativity and can go beyond predictable means. This refers to promotion and can also involve pricing, product placement and distribution when applicable. Besides selling product, the marketing objective is to reach the proposed audience with a message and delivery a system that reflects the product itself — or at least does not detract from it. Marketing is an investment that and if done wisely, not only pays for itself but allows a business to grow. When proper marketing gets the message to the right audience, and when delivered in the right context, at the right price, you can't go wrong.

Search engines reward “relevance” – how closely the content of a web page matches the search phrase typed in. Your aim is to ensure that the right page from your site appears as high on the ranks as possible. 

Therefore, sensible search engine optimization involves not only getting your content right, but structuring it in such a way that the mechanized process that the search engines use result in the best possible indexing.

Search engines serve up a link to an entire page, so the page is the fundamental unit you need to think about. Broadly speaking, each page should deal with a single major content area. If you have a range of products, each should be on its own page.

• Structure – you need to structure your content to reinforce the main message it contains. Google tends to give extra weight to the top 25% and bottom 25% of a copy on any page. When it comes to deciding if the page is relevant, keywords in those places outrank those in the middle. The lesson is to make sure your main keyword-sense; messages are near the top and the bottom.

• HTML Tags – are suppose to describe the meaning of the content. The heading 1 tag is intended to indicate that this text is the most important on the page. Accordingly, Google gives greater weight to a header 1 text. Your main heading needs to include your most important keywords. Google prioritizes keywords within paragraphs  and words that are contained within the bold and highlighted tags. Google may assume that the web designer thinks these items are more important. Keep in mind that Google is trying to second guess what a human reader will see as the most important words.

• Image Links – images also impact a SEO ranking. This goes together with making the page useful for humans. When Google’s “spider” visits a page, every text element is read. Adding your keywords to an alt element will increase the page’s keyword density.

• Sticking to Standards – your website will be indexed much more effectively by search engines if you strictly separate content from presentation. When HTML was first developed, it described the meaning of the page while including presentational tags such as bold, italic, font style to give more design control.

After doing these, you can check your headings and other tags by including your keywords and determine whether your most important copy is at the top or bottom of the page.

View the source code of any website and you will see Meta tags near the top of the page. The purpose of these tags is to provide information about the page to search engines. As you may have guessed this can be abused to communicate to search engines what you want them to believe, rather than the truth.

The truth is search engines have become more sophisticated and now index pages are based on their actual content and not the web designer’s Meta tags. The long and the short of this process is that meta tags have practically no impact on your search engine ranking. The most common meta tags are “Descriptions”, “Keywords”, “Robots”, “Generators” and “Revisit-after”.

The old technique meant stuffing websites with “keyword” tags with specific keywords. Today this is more likely to do more harm than good. The most valuable tag methods should always include “Descriptions”.

Resources of different types may have metadata associated with them. Metadata and resources are often available on the World-Wide Web. Resource discovery and indexing can be performed by automated agents who traverse hyperlinks between Web objects.

In cases where the resource or the metadata do not support hyperlinks which are being used, links in the HTTP protocol header may be used in place of these specific links located in the body.

Examples of such resources include JPEG images and PDF documents. This technique may also be used to express an indexing agent to index a page under an alternate URL. This may be useful when direct search engine results to the correct HTML frameset. This may have navigation tools, advertisements and or other materials linked with the resource.

• The Title tag – while the Meta tags have next to no impact on your ranking, it is essential to get the title tag right. This tag is placed in the heading section alongside the Meta tags. Search engines use the contents of the title tag as the title of your listing, including your main keyword in your title tag; it will also help you to boost your natural ranking.
• Incoming links – search engines, particularly Google, rank results on three main criteria. The first is relevance. This is mainly about getting your content to match the search phrases used by your potential customers. By acquiring links from other relevant sites, you will improve your ranking considerably. Your aim here is to get incoming links from authoritative sites. There are lots of techniques such as: providing free information that interests visitors, offering discounts or indeed paying the site for a link.
• Outgoing links – If you have owned a website for any length of time, you have probably received emails asking to exchange links. If you are offered a link exchange by a site with a higher Page Rank than you, then generally speaking you should accept it as long as the outgoing link is likely to be of interest to your visitors. All the outgoing links should be set to launch in their own browser tabs.

Users have a short amount of hours in one given day.  It appears that getting your content optimized means you can submit yourself to a main search engine and directory. Users can then focus on a PPC campaign and Meta Tags that have a practicular impact on your SEO. By all means put your main keywords in, but don’t expect any significant benefit. This memo describes a method which may be used with existing servers and software, and it is readily available to most Web authors.

Information is power: you need to know which pages on your site are popular, and track your visitors all the way from arriving at your site to clicking “Buy”. Google Analytics does this for free. Google Analytics is the enterprise-class web analytics solution that gives you rich insights into your website traffic and marketing effectiveness. Powerful, flexible and easy-to-use features now let you see and analyze your traffic data in an entirely new way. With Google Analytics, you're more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.

This data may help you to test and improve every step of the process in Google Analytics. If for example, a high number of users exit your site at a particular page, you can change it and see if it improves. Analytics will tell you where your visitors come from, whether via a pay-per-click ad, organic search results, and links from other site or typing your URL into a browser. This also tells you which are the most important sources of traffic and which are most effective

 If you are going to use Google Analytics, you must:

• Create an account – set up your account in Google Analytics for a WordPress site, all you need is a free Google account. Go to their website (www.analytics.google.com) and click sign up. You will find yourself at the New Account Signup page. Enter your website’s URL; and give it a name as well as a location.
• Get Tracking – after you’re done filling up the details, click continue and fill up again the needed details then click again. Read the terms and condition for your own good and how to use this Google Analytics and click yes once you understand it. You are now presented with your tracking code. Be sure to use the “New Tracking Code”. This JavaScript needs to be inserted into every page on your site. You need to find a file called “footer.php” which, as its name suggests, creates the footer for every page. Copy this file to your hard disk.
• Edit your footer – open the file in a notepad, find the entry and switch back to the Analytics page and click on the tracking code. Copy and paste the code after above the line in the footer file. Use FileZilla to upload the footer.php back to its original location. Click finish to complete the setup.
• Final Check – make sure the tracking code is working. From analytics overview, click Edit next to your domain name. You will see the “tracking unknown” at the top right. Click the check status link to force analytics to analyze the page. It should confirm that you are all set. Always check your analytics page to view your statistics.

Google Analytics will tell you about the browsers your visitors are using, whether they have plug-ins such as Flash Player, what language they speak, whether they are a new or returning visitor and much more. Google Analytics can produce up to 85 different reports that will help you scrutinize all the possible data about your website traffic.

Keywords help search engines determine if your web pages are relevant to the search terms entered by a user. However, making your pages more relevant is not simply a matter of packing your copy with your chosen keywords. Today, it is much more likely to see your site punished for this rather than rewarded. Keywords are important. Search engines like Google, Yahoo, Bing, compete largely on the quality of the result that users get. Google dominates the market because of its obsession with presenting the most relevant search results, and it continues to focus on this as its number one priority. If a page is artificially padded and loaded with keywords more than likely this will irritate the visitor which may result in them clicking the back button. These are not the results you or Google are looking for.

Now, we’ll teach you the best process to assess your keywords properly.

• The First thing to do is to Load the tool – Google should be your first target when optimizing your site, so start with using its keyword tool. Go to Google tool to load the search-base. Inside the website field, type the URL of one of your main competitors, and then click find keywords.
• After finding the keyword, look for the first results – This will present a list of keywords which are ranked by the number of searches carried out per month of each. In my experience this search figure is surprisingly inaccurate, however it does give a rough indication of the relative importance of each. You can also see the price that Google suggests you bid for the keyword when setting up your Ad words. You can ignore this figure, but it does show which keywords are more expensive. If you’ll see a graphical indication of the level of competition for that keyword, pay particular attention to high-volume keywords with low to moderate completion.
• Find the Key – bear in mind that your rivals may be poor at optimizing their sites, and their product range may be different to yours, so this is not a complete list.
• Lastly, look for the keyword Phrases – At this point, do not bother with keywords that have a low number of monthly searches. Avoid very generic keywords that have massive monthly traffic: while this will not cost you anything financially, it signals huge competition and makes it much harder to rank near the top. In most cases, your keywords will actually be phrases. Your URL must be connected with your keyword for easy access.

Using keywords should be related with your website, so this can be easily found on your search engines. The more related keywords used the easier it is to conduct searches on. Content and keywords always help each other from the Search Engine Optimization perspective. The keywords also will help in optimizing the web page and get it in the top search engine results page.

In this article, I’ve advocated using WordPress to create your business website. As you may know, WordPress was originally developed as a blogging platform, so it is worth thinking about using it for that purpose, too. There are two basic approaches to blogging: publishing under your own name to express your personal thoughts and perhaps to connect with colleagues and others while blogging under the identity of your business.

Today, blog as a personal web diary is increasingly being replaced by other social networking sites. For most users this will unlikely achieve anything much from a commercial point of view. Unless you are a celebrity, it is probably much more effective to create a blog under the name of your business rather than using your personal identity. WordPress is the most popular when it comes to blogging and this makes simple mix post and pages in the same site, so you can integrate your blog with your main sales websites. If you are using hosted e-commerce, a blog makes an ideal companion to attract traffic. As a professional, you will want your blog, like everything else you spend time on, to have a specific business function that contributes to your bottom line; if you feel the need to vent your spleen on anything, and a personal blog is the way to go. This is one of the easiest businesses that can be accomplished on the World Wide Web. If you are planning to get a business using a blog, you must know these steps:

• Know your Audience – the purpose of this is to catch the attention of your viewers. You must know what the trending topic is and what people mostly like. Every blog entry you consider writing should be relevant and interesting to a target audience.
• Hot interesting topics – In line with writing skills, you must know the basic rules and the flow of your content. It should not be boring and middle-age corporate speaks. Look at some of the blogs or articles for examples and guidance. You can also get inspiration from them. Your topic must be interesting as it seems, for getting more attention from your viewers. There are lots of hot issues now, just continue to be updated and be the first one to write about a particular topic.
• Relate it with your business – That is why you should open a blog, it is for your business so you must know how to link it and connect it with your topics. Include obvious links to the business.
• Publicize your details – it is not good if you let your viewers sign up first before they can read your posts. It can make your viewers get bored and lazy on signing up for things. It is much easier if you post publicly.
• Keep Updating – Viewers are interested in reading an article that is updated. An outdated blog is worse than no blog at all. Not every day updated but as long as the topic is fresh.
• Host it yourself – do not use free hosting, this suggests you are a cheapskate or incompetent.

A blogger should have a high tolerance before getting to the top. A starter is always a beginner but this will improve as the days pass. Keep in mind that you are creating a blog that people want to revisit and recommend to others. Making money from advertising or affiliate marketing depends on having a viable blog in the first place.

Would you buy from a stranger? Probably not – yet many web businesses are based on exactly that premise. Create a product, add a shopping cart, run a pay-per-click ad, then sit back and watch the lucre roll in, or not. Even if customers do buy, most businesses will forget about the buyers. You can do better. Businesses that do not build customers relationships can make money only if every transaction is profitable. The costs of production, running your business and marketing must add up to less than the price customers pay for an item. This is increasingly hard to achieve as the cost of pay-per-click advertising rises, and this is not how successful bricks and mortar businesses work.

Marketing has relied almost entirely on “interruption advertising”. TV and radio advertising are typical examples of that; they rely on interrupting your chain of thought, making an impression, getting across a message and having you take some sort of action. The successful internet and direct marketing is usually considered permission marketing. Under this model, potential customers are attracted to your site by interruption advertising links or recommendation. After which time customers enter into a mutually beneficial long-term relationship with you. Usually this begins with you offering something worth-while in exchange for your visitor’s name and email address.

To set up an auto responder, you need to sign up to an Aweber.com website and click the "order" button. After completing the details, open your email address to verify your account; and after it is verified, create a web form that will be used by subscribers to sign up. Lastly, you can now go through the process of adding further messages. Remember, it is your job to encourage your subscribers to read the next message in the sequence. Your email must be anticipated and welcomed by your subscribers, and this means including genuinely useful information with a minimum on the sales pitch.

The biggest single impediment to a successful auto responder campaign is a site owner’s reluctance to give away too much free of charge. Your job is to establish your credibility as a trustworthy figure of authority. You may well have set up a blog and your auto responder will reinforce this while giving you the opportunity to sell to  customers.

Any site containing inbound links will eventually be indexed by all the major search engines, but you can submit it manually to be sure. Some Search Engines offer the right amount of services to speed up adding your site, but Google and Bing can manually submit these options for free. Google currently represents approximately 80% of the total search traffic, so first make sure your site is set up properly for this option. Before you try to add your site to the search engines, you should understand what Google looks for when deciding how to rank your site. Just because you're listed doesn't mean you'll get traffic.  You must make sure your site is search engine ready.

• Add your site – Go to Google Web Master then click the “add a site” button and type in the URL of your site. Click continue and you’ll be presented with a verification screen: this option is there to ensure you own the site. In FileZilla, go to your WordPress content folder, find the header.php and copy it over to your PC.
• Next step is Meta Tag – open the header.php file in PSPad and copy the Meta tag from Google tools into the head section. Save it and copy it back to server, overwriting the existing file. Click Verify and you will be taken to your dashboard. There will not be much to see, this is because the site will not yet have been visited by the google spider. But in the meantime, you should create a sitemap to help the search engines index your site properly.
• After doing the Meta tag, submit the sitemap – Go to your settings and XML sitemap. Ignore all the options for now. Click on the “Click here button” at the top to build your map. Then make sure Google has found it: in the Google Webmaster Tools dashboard, click site configuration, go to sitemap and clicks submit a sitemap. Type it with .xml and submit it. This also works in Bing.
• Lastly, Check your keywords – once Google spider has visited you, it will see a range of data that complements Google Analytics – this shows how Google sees your site, where incoming links are coming from, top search queries and where you appeared in the organic listings. Be sure to note the summary of keywords found across the site; and check to be sure the top keywords are your most important.

Entering your website address and Sitemap Automator will take care of the rest. Generating Google, Yahoo, and Bing compliant Sitemaps will allow you to take control of how search engines treat your WebPages. Whether you built your website by hand, in web hosting, Sitemap Automator will work for you.

There is nothing more important to the success of an Ad word campaign than finding the right keywords: these keywords determine who will see your ad. There is clearly no point in having your ad displayed to the wrong people. Advertising to the wrong audience will result in a low click-through rate as well as a low conversion rate.

Keywords are definitely one of the most important parts of your whole marketing campaign – and that’s because if you pick the wrong keywords you could be wasting all of the time you spent or spend on the marketing campaign. The greatest problems come when you focus on keywords that are close to the correct ones but don’t attract buyers. A searcher who types the “keyword” is likely to be looking for information related to your topics and not the topic you are using as a keyword.

• Choose your words wisely – it is important to start your campaign with a small set of highly focused keywords. Many Ad words “gurus” will encourage you to generate a list of dozens of long tail keywords that each generate only a small amount of traffic but have little competition.
• Find Google Keywords – Go to Ad words keywords tool external and type your primary keyword phrase into the box. Make sure “use synonyms” is checked and sort the result by “local search volume” under the show/hide columns. You will need a list containing your terms that Google thinks are related to your primary keyword phrase.
• Focus your choice – you need to get through the list and click the Add link next to your primary keyword and those that are closely related and likely to cost a similar amount.
• Ad Group – the next step is to find one or more additional Ad Groups based on different sets of keywords. An outstanding way of doing this is to analyze what your competitions are advertising against.

Take the time to do your keyword research, if you don’t you are going to waste your time using and marketing useless keywords. This is something that can cause you to get tremendously frustrated. Just remember this business is only rewarding when you work it right and when you work it smart – so again take your time, and pick the right keywords, and make extra sure you have the right keywords before you continue on with your marketing campaign.

Print advertising has been the mainstay of the marketing of businesses – large and small – for over a century. For a small firm, it might be an ad in a local paper or the yellow Pages. But each of these needs to interrupt the reader’s flow, grab their attention and get them to buy. This is a lot to attempt in a tiny classified ad that can’t be changed until the next reprint and that you pay for up front, whether or not anyone responds. Pay-per-click solves these problems. First, your ad appears when, and only when, a web user types in a word or phrases that is relevant to your product or service. This means the right people are more likely to see your ad. Second, you can amend the ad as much as you like and, indeed, run alternatives alongside each other to test which generates the most profit. Third, you only pay when the user actually clicks; if you get no clicks, you pay nothing.

With pay-per-click search engines, your capability to bid high can radically impact your website's search engine ranking when the search results display website domain names or URL's for the search keyword or keyword phrase. The benefit is your website gains visibility with the searcher, but you are not charged the pay-per-click "bid" until a searcher actually clicks on your website domain name or URL displayed in the search engine results. The selection of your website in the search engine results is called a click-through. However, pay-per-click offers one important advantage. It enables you to achieve website visibility with a high ranking immediately or overnight. If you want to draw traffic to your website fast for any reason, pay-per-click can make that happen. Remember, maximizing the standard search engine process takes time. Google Ad words not only work better, it also has the most complicated tools to help make your campaign a success.

You will usually find one of the two ads in a group works substantially better. So you will disable the poor performer, duplicate the winner and alter it in some way so you again have two ads running against each other. Also look at the keywords – Google tells you how each performs and disable or delete those that are losing you money. This continues and infinitum. Initially you will probably see big performance gains in each cycle as you implement improvements, but these will tail off over time.