Optimisation

Having the right web site is obviously important, but it is equally important that the right people can find you on the web. There are three main ways you signpost prospects, clients, potential partners and others to your site

• Through the ‘natural’ search engines such as Google, MSN and Yahoo;
• Using paid advertising such as Pay per Click and Banner advertising;
• Through referrals from other sites such as associates, affiliates and increasingly social networking sites and blogs.

Different approaches are required for each, and the costs, timescales and effect of each varies. Improving one channel could even adversely effect another. It is important to strike the balance between these in allocating your resources and be aware of the pros and cons of each.

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Monitor the world

As well as monitoring the performance of your own sites it is important to also track information on other sites, such as your competitors to see what new products, services or offers they may be making which could effect your business strategy. You will also need to monitor what is being said about you and your products on-line, whether on web sites, blogs or social networking forums. This is the way to monitor your reputation and protect yourself against adverse or misleading publicity, or unfavourable comparisons with the competition, or even new opportunities for you to promote your products and services.

Different tactics may be needed to address each of these issues, but typically it will be to increase the amount of positive information people will see you by promoting not just your site but others which emphasise the positive feedback.

We can advise on the approaches you can take to optimisation, possibly using paid means initially while building the organic search and social internet presence.