Why Google is a Tactic not a Strategy - If you don't have a backup plan, you're out of business (Page 4 of 4 ) The long and short of it, folks, is to plan your online marketing strategy so that no one tactic is responsible for supporting your business. The irony of the Web is that a lot of the tactics that don't revolve around SEO actually help you with search engine positioning. Link placement, press release writing, content syndication and even offline marketing can all contribute to better placement in search engines. Here are a few examples. - If you focus on building up your brand through an offline direct mail campaign, then more people will find your site. They may like it. They may link to it. Even if they don't link to it, they may buy from you, and isn't that what counts?
- If you write meaningful, keyword-rich press releases and submit them to sites like eMediaWire, they will get picked up by Yahoo News, MSN News, Google News and others. So now you have a great press release and more traffic, all without a second glance at Google.
- If you get your highly specialized industrial website listed in industry-specific directories such as the Thomas Register, you will benefit from the high ranking this type of site enjoys. You'll also be reaching a more targeted audience of people who go directly to the register and bypass keyword searching altogether.
- If you update your site's content and syndicate it (e.g., a site that sells musical instruments may write regular articles about the music industry, for example), then other sites will pick up these articles and link to you. Search engines will pick them up, too, because they love fresh content.
Obviously these are just a few tactics that can be used to help contribute to your bottom line. Slicing up your marketing budget so that it incorporates a variety of tactics will give you an edge over companies who focus on the highly obvious and extremely competitive tactic of getting a top listing in Google. The idea here is to surround yourself with baskets that have a few eggs in each, so that if one basket goes south, the others will crowd in around you and keep you going while you figure out a way to fill in the gap. There are some great resources out there to help you with your online marketing strategy. Jill Whalen's MarketingSherpa site is one of my favorites. It contains case studies of actual marketing initiatives and a wealth of free articles about all facets of online marketing. The best way to understand what works is to read the success stories of others. The Interactive Advertising Bureau's website also provides a lot of free information, including case studies, online guides and some great information on how to integrate media so that you reach a wider variety of people. I'd be remiss if I didn't mention SEOchat.com's own Website Marketing and Website Promotion sections, which contain articles that address a lot of different online marketing tactics, such as blogging and networking. | DISCLAIMER: The content provided in this article is not warranted or guaranteed by Developer Shed, Inc. The content provided is intended for entertainment and/or educational purposes in order to introduce to the reader key ideas, concepts, and/or product reviews. As such it is incumbent upon the reader to employ real-world tactics for security and implementation of best practices. We are not liable for any negative consequences that may result from implementing any information covered in our articles or tutorials. If this is a hardware review, it is not recommended to open and/or modify your hardware. |
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