Internet marketing is the synthesis of traditional marketing, web 2.0 SEO Technology (social media, networking) and common sense. On one side, you have to think like the user who knows nothing and emulate how you would go about navigating the web to find conclusive results for your queries in a truly unbiased fashion.
On the other hand, you have to think like the engineer (since they are the ones responsible for programming the search engines and their respective behaviors) knowing the pitfalls and advantages to semantics, relevance and how far to bend the rules of engagement.
All the while the necessity exists to contextually stay on topic to the extent that the search engines can identify the root of your contents’ theme, word choice and semantics of your pages for ranking, yet without neglecting the emotional needs of the visitor.
Have you ever thought about the power of the “click” with your mouse. So many choices and with every choice a new choice is presented. The internet is full of choices and links much like grains of sand on a beach or a snowflake, no two are alike. Even more so, based on the multitude of arriving at any point from countless other points, it’s no wonder people get lost in cyberspace for hours every day and get spun out from trying to absorb so many options.
It’s almost like going shopping, you know what you want when you go in the store, but low and behold when you leave you have 20 or 30 more items in the cart than you expected. Obviously there are classifications to describe this behavior such as impulse or the monkey brain swinging from branch to branch without a care in the world, you name it, but this is the challenge that internet marketing companies face daily in attempts to reduce randomness, quantify benefits and establish brand recognition for clients on the web.
The possibilities are unfathomable, with such a vast and spanning landscape in which to paint a picture or dress up your content, how does one start in developing the relationship of their website in regard to relevance?
Identifying your true niche can be difficult enough, let alone developing a plan of action that won’t leave your spinning your wheels. It seems like just when you thought you had it all figured out, the long tail of search kicks in and you determine that the area you focused so diligently to create has the least yield and return on investment.
Such a thing in the real world would be devastating to any business and the be back at 2:30 sign would be greeting the 2 customers a day you may get. Or even worst yet a permanent vacation from the business, as you would most assuredly have to close your doors once and for all. However online, if you know something is in vein, you can still pull out and salvage the pieces, take a hint from Madonna or the Transformers and recreate yourself before it’s too late.
Thank god for analytics and metrics to track user impulses and web behavior. At least in this way, internet marketing and SEO companies have a chance at determining a true focus and direction for promotion and marketing methods.
Much like energy follows thought, impulse and search are a symbiotic relationship. You think it, you search for it, you find it and the loop is complete. A truly delicate balance exists between writing content for the visitor, the search engine and ensuring the design components are in place for usability, link architecture and flow.
Also, don’t forget to have a compelling message that is sure to engage the reader and encourage them to take action such as leaving their name and email address in exchange for an e-book, purchasing a product, or leaving a comment in your blog.
It’s all about the who, what, where, when and how as well as the what’s in it for me mentality. Neglect any one of these elements and “poof” the power of click emerges triumphant yet again and you become the proud recipient of crickets chirping and your site becomes the victim of yet another “click and run” as your visitor has simply moved along to yet another semi random fleeting location.
Internet marketing is more than just an exercise or cat and mouse, internet marketing represents a fulcrum, a convergence if you will of of social media, marketing and relevance, all available within the click of a mouse 24 hours a day.
When in doubt, look to the elders (sites online for more than 6 years) for guidance. By gleaning the ways they have had to create, and recreate themselves to keep in line with the times, it’s no wonder why search engine marketing firms involved in SEO / SEM / SMO and all other ridiculous acronyms with multiple syllables are scrambling around the clock to keep up with the vicious cycle of supply and demand.
All I can say in conclusion is, create value, trust in the power of linking and understand the needs of each category of net – I – zen and you stand an excellent chance at finding your niche, ranking all the way to the bank and having a great time learning more about your business from feedback from the very people you are seeking to attract.
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