internet marketing - cekom, cologne
Internet marketing is the basis which ensures that a website works well.
Internet marketing: Functioning websites
The goal of Internet marketing is to make your website economically successful. Essentially, this means that search engines can readily find your site, visitors can easily find what they’re looking for and that your website sells well.
The formula for the success of Internet marketing is simple:
- Success = Number of visitors x conversion.
The more of your visitors make transactions (i.e. conversions), the more successful your website is.
It’s one of the big advantages of the Internet that the decisive factors for success can be controlled and influenced. Sophisticated methods of user tracking provide clear facts for the optimal construction of your website.
A large attendance by good search engine visibility
The number of visitors primarily depends on how easily search engines can find a site. The factors involved here include, for example, analyzing which keywords people are most likely to use when they search for information. One element in the search engine optimization involves building the site so that it can readily be found by people who use the most important keywords in their searches.
As an alternative to search engine optimization, Internet marketing can also be conducted via pay-per-click campaigns (e.g. with Google AdWords or Overture). In this alternative, the website’s operator pays a fee when users click on advertisements which appear whenever selected keywords are entered in a searches.
High conversion rates by optimal usability
“Conversion” denotes users’ business-relevant actions on a website. In the case of a website that offers merchandise for sale, the business-relevant action is the visitor’s decision to purchase a product. If the Web site is purely informative, a conversion can be defined, for example, as a user’s filling out a questionnaire or subscribing to a newsletter. To achieve a good conversion rate, a website must be constructed so that it is user-friendly. User-friendliness is one component which determines the usability of a website.
Sensible Internet marketing is impossible without appropriate conversions and their corresponding implementation.
We collaborate with our clients to develop optimal conversion techniques for each website. Tracking analyses specifically tailored to your website supply an accurate basis for conversion rate optimization.
Internet marketing as the basis for web design
Search engine optimization and usability are the foundations of Internet marketing. These foundations ultimately determine the web design.
This means that the web design should only begin after the Internet marketing concept has been fully worked out.
For many websites, it can also make sense for the web design to follow guidelines about Accessibility of Websites so that the site will be accessible to a larger group of potential visitors.
Unfortunately, many of the websites that are currently present on the Internet do not conform to the rules of Internet marketing. Web design is too often conducted solely on the basis of aesthetic-visual or effect-oriented aspects. The typical consequences: these websites are either difficult or impossible for search engines to find; and users either quickly forget about these sites or never use them at all. – Because on the Internet, the next website is always just one mouse click away.
That’s a pity for the operator because money is wasted when it’s invested in a non-functional website.
Checklist Internet Marketing:
Search Engine Optimization
Web Design as Interface Design
Accessibility
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