Direct traffic may be the second most important source for Website audience after search engines and SEO. However, it doesn’t get that kind of respect.
How often do site publishers brag about their direct traffic numbers on the various blogs and forums dedicated to online publishing? The answer is, not very often. (more…)
Search engine optimization is the single most important marketing tactic for sites that are pure Web brands and that rely on organic promotion.
But is SEO always the most important tactic for every site and every situation? The answer may be no. For some sites, online brand management is more important. (more…)
Online marketing for a website has the potential for greatness if the site itself is great.
The world’s best paint job on a car won’t matter if the car doesn’t run well. An amazing new 55-inch TV with the latest color, HD and other advances isn’t worth much if the programming stinks. (more…)
An online marketing mix is a strategy that determines what kind of choices to make for building a Web presence.
Marketing mix is a concept with a long history in business. It usually includes four Ps: (more…)
Online brand marketing needs focus and consistency for a long time before a website reaches a key goal — a growth in return visits.
Return visits grow when people start coming to the site by entering the address directly in their browser address window, entering a version of it in search engines or saving it in their bookmark list. (more…)
The best promotional banner ads market an online business with a mix of branding and response.
Promoting an online business is not entirely about pay per click advertising, which in the case of the search engines emphasize text ads. (more…)
During my work on large newspaper and TV station websites, I was surprised at what I discovered in analytic software about the ways people went to those sites. Some of them had been around for many years and were getting more than 1 million unique visitors a month.
It was no surprise that these sites attracted major amounts of traffic from search engines. The surprise was how people used those search engines to reach the sites. (more…)