Optimising Online Business Tools

Advice 2010-05-12 13:16

Avaya's Jerome Toulorge explains making your business stand out in this online marketplace can be a

A How To Guide to Search Engine Optimisation (SEO) and Marketing Programmes, by Jerome Toulorge, editor-in-chief, EMEA, eMarketing, Avaya.

Once your website has been optimised it’s important to consider analytics. Web analytics measure, collect, analyse, and report of the internet data to help understand and optimise the website. SEO can provide rich information about customer behaviour online and answer questions such as:

•    Which keywords bring in the most sales?
•    What new keywords are customers using?
•    What keywords are most popular?
•    Which landing pages are popular?
•    Where do your customers live?

Where SEO is a natural – and free – way to increase your online presence – SEM is the paid for side of the formula. The above combination of SEO and analytics can better help identify SEM opportunities to further support online business goals. Through the information gathered from the SEO process, businesses can determine which terms are attracting the most leads to your site. This information can help fine tune paid for opportunities with any of the leading search engines.

These tools will not only help evaluate your site traffic but will also help develop appropriate responses such as rewriting content, redesigning web pages, and securing new key words. The process should be dynamic – as industry trends change, your online presence should accompany these shifts.

Search marketing is proving to be invaluable part of an overall integrated marketing strategy.
Understanding the goal you’re working towards, whether it is increased sales or web traffic growth, and making an effort to identify the best tactics that help you reach it. The secret to a successful SEO/SEM programme is analysis, revision and re-launch.