Digital Marketing: Promoting Your Business Part II

Uday Patel

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In my last article we discussed paid marketing campaigns with emphasis on Adwords. Although there are many other options for paid exposure of your business the cost does not suit everyone’s pocket. Hence promotion of your business/profession website on the Internet is one such recourse.

Albeit nothing comes for free search engine optimisation is much less expensive. In this case you have to pay to a person good in Internet Marketing of which search engine optimisation (seo) or website promotion is a part. The effort here is to rank on the SERPs on chosen keywords on the first or second page. Though the exercise involves ranking on many relevant keywords. Hence traffic trickles through when people click on your website.

Search engine optimisation is a process which takes place on page as well as off page. In onpage the website is the centre of attraction. The seo professional make website edits or addition in order to comply with the guidelines set by search engines. The exercise through contents conveys to the search engine algorithms its topic and location using title and meta description as well as semantic within the website contents and image/video tags. Other metrics that have been inculcated with evolution of algorithms are link architecture, speed, mobile friendliness, compatibility and of course aesthetics that appeal and convince visitors.

The off page campaigns link building and reputation creation along also help the brand image. This is done using a series of platforms available to the professional or within his grasp to use. In contemporary organisation content creation play an important role. Hence the professional should be good at it. Link building campaigns though important do not depend upon massive numbers, they are more useful along with quality and relevance.

Social media activities are important for metrics considered during indexing and ranking. Blogging, forum participation, content publication on site with strict editorial scrutiny which contains the website link are part of digital marketing. The net result of a good promotion campaign is presence of website of high slopes of the SERPs and presence of authoritative referral links.

With regular changes in algorithms, search engine optimisation has become a regular process. Where ever the budget allows both paid advertisements and website promotion should go side by side. It is obvious that paid advertisements do not create brand awareness or online reputation and the necessary authoritative links. The latter speaks of long term stability and reputation of the domain.

Uday provides seo service in India hence the article. He is active in providing websites contents as well. Uday writes on many topics on the Internet his company is based in Jabalpur and is known as Live Web Services.


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