Internet Marketing can be a complicated business and is rife with jargon that can put people off who are new to this industry.  It is also an industry that is, in many respects, still evolving.  One certainty is that the Internet has made its mark on the world of business and is here to stay.  And so, Internet Marketing needs to be a part of your Marketing Strategy and a part of your Business Plan.

Internet Marketing is not difficult but it can be a minefield of jargon, buzz words and unnecessary cost.   It’s no longer good enough to just have a decent website – your website needs to be structured to take on the competition and to rank well in the Search Engines.  But your website also needs to give your audience what they are expecting from an online experience – and you will find that your online audience is increasingly web savvy and more demanding. 

SEO (Search Engine Optimisation) is one of the keystones of internet marketing and is a phrase that encompasses many different aspects of making your website work harder for your business as a part of a wider Marketing Strategy.

The techniques employed in an SEO strategy will make your website rank higher in search engine results pages.  Higher ranks (preferably on page one of Google and the other search engines) will lead to a greater chance that you will get a click from customers looking for your services.  

Because the internet operates on an international platform, SEO if left unchecked, can leave brands finding themselves suddenly operating in circles which they are unaccustomed to.  For instance, on a national or international scale, when they have been used to controlling their message on a much more local level.  And so, alongside SEO there should also be an element of website traffic analysis to help with managing unexpected outcomes of a brand’s online presence as well as responding to those that are expected.

SEO, along with Social Media, Website Design, Content Development, Content Management, Web Analytics, e-commerce and eCRM systems are all elements that can be included in an Internet Marketing Strategy. By integrating online and offline marketing techniques, dramatic changes to the performance of your brand can be achieved. 

Knowing what should be included is the trickier part.  Whether we like it or not, the power of the Internet is here to stay.  Enlisting the help of a proven Online Marketer to help integrate your online plans with your traditional marketing plan is no longer an added extra but a necessity.

This article was contributed by Deborah Porter, Essential New Media, Derby based SEO and Marketing Company.