Is Web site content management the ultimate marketing weapon?
Intergage believes so and here's why
If it is true that your Web site is your most important marketing asset, then your Web site content management system is likely to be your ultimate marketing weapon.
For most of us, Web marketing success (and increasingly broader marketing success) hinges on whether or not our Web site is found by search engines on the key phrases which we believe matter the most to our target audience.
Our primary target - search results
Most search engine results pages are made up from two types of search result - 'natural' / 'organic' listings and pay-per-click adverts. (If you want to know more about these types of results, you can review the presentations at the foot of this page).
While it is possible that getting found by other means (affiliate marketing, inbound links etc) may produce great results for some businesses, for most of us it's all about getting to 'marketing Mecca' - the top natural search positions in Google, Yahoo or Microsoft Live search and probably in that order.
Research tells us that 93% of those searching do not go beyond the first two pages; yet, there are often literally millions of Web pages competing for the top slots, so how does any business manage this on a modest marketing budget?
Most experts agree that the key to natural search engine success is content. Your content, so they tell us, needs to be relevant, recent and useful. Most experts also agree that the key to success is frequent, regular updates to your site with high-quality, key-word-rich(or key phrase-rich) content.
The key words or phrases which you choose to target are the foundations of your search marketing success - see 'The 3 essential ingredients of Web marketing success' for further information. Get these wrong and all of your work could be in vain.
In order to achieve high search result rankings, each page which you create needs to be created with a key word or phrase in mind. Having selected your key word or phrase, there are eight things you can do to that Web page to make it attractive to search engines for a given phrase or word. In the crowded world of the Internet you typically need to tune each and every page to a specific key word/phrase in order to be visible in the search results.
So, how does an ordinary business person (rather than a techie) create regular, relevant, key-word-rich content for his/her Web site?
You have two options it seem; option 1 is to become a Web designer and learn to use the tools which they use; alternatively, you could select option 2 - you could use a tool like the 'Fortis' Web site content management tool from Intergage that makes creating search-engine-friendly content simple, fast and easy.
Intergage will teach you how to use the Fortis web site content management system to create Web pages that search engine love and how to go about succeeding in even the most competitive of markets.
Serious about pay-per-click? You need CMS.
Pay-per-click advertising systems like Google's AdWords system reward advertisers for doing a good job by reducing their advertising costs. At the heart of the system is a score - the 'quality score' - that Google and other search engines use to decide how much you will pay for a click through to your Web page.
The 'quality score' is typically a calculation that uses a combination of CTR (your adverts' click-through rate) and other factors to work out how relevant your Web page is to both the key word or key phrase which you sponsored and the advert created. One of the significant 'other factors' is the relevance of the page that Google's users will land on having clicked on your ad - otherwise known as the 'landing page'.
Professionals know that creating 'landing pages' for specific ads and key words reduces their costs significantly. Within a few seconds of creating a new advert Google will visit your 'landing page' and check it for relevance against the key word/phrase and the advert created. It is looking for 'substantial relevant content' on that page. If it finds it, it raises your score and lowers your cost per click.
Google now lets us know what our quality scores are by individual key phrase or word so that we can ensure that we do the best possible job for visitors.
The bottom line is simple; if you are serious about Adwords, you'll need lots of landing pages. Better landing pages means less cost per click and better conversion. If you can't create landing pages quickly and easily you'll pay more per click than your competitors will.
Summary
- search engines generate two types of result - adverts or 'natural' (free) listings
- getting to the top of 'natural' search engine results pages is increasingly difficult and competitive.
- paying for advertising can be expensive - your quality score dictates what you pay per click. The higher your score, the lower your costs.
- a high-quality Web site content management system enables you to add key-word-rich content easily, quickly and regularly, while tuning the pages which you create for specific key phrases and words.
- a Web site content management system enables you to add key-word-rich pages at will - ideal for improving your 'quality score' in systems like Google's AdWords - significantly reducing your advertising costs.
- creating ad-specific landing pages reduces costs and also improves conversion rates in pay-per-click advertising.
So, if you want to succeed in the ultra-competitive world of Web marketing you are going to need the right tools - just one of the three essential ingredients of Web marketing success.
Like to know more? |
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Google AdWords by Paul Tansey |
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| Google Adwords is probably the most elegant and sophisticated advertising system your business can use today. Find out about the business issues around AdWords by listening to this 30 minute presentation by Intergage MD Paul Tansey, recorded by Business Link Wessex in 2006. |
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Google AdWords Powerpoint Presentation |
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| Watch this presentation while you listen to the audio file to get the authentic "Seminar experience"! |
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Seach Engine Success by Paul Tansey |
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| Find out what you need to do to succeed in the search engines. Intergage MD Paul Tansey explains the critical elements of page make up and what you need to do to make your pages attractive to Google and its kind. Recorded by Business Link Wessex in 2007. |
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Search Engine Success by Paul Tansey |
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| Watch this presentation while you listen to the audio file of the same name to get the authentic seminar experience. Just imagine a guy with a huge chin standing on stage waving his arms about for the complete experience! |
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Web Advertising Success by Paul Tansey |
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| Watch the presentation in conjunction with the audio file of the same name. This way, thankfully, you'll be spared having to look at a middle aged company Director while learning how Pay-per-click can benefit your business! |
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Web Advertising Success by Paul Tansey |
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| Recorded by Business Link in early 2006, this 30 minute presentation provides an overview of Pay-per-click marketing and what it can do for your business. |
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