subject: How to Promote Your Brand Online [print this page] How to Promote Your Brand Online
An online presence diminishes the importance of geographical and temporal factors. It is not restricted by opening and closing hours, or by its far off location. It is a means of reaching billions of potential clients, as well as the most effective form of brand advertising.
Although any online presence is better than none at all, by the same token, what is the use of a website if no-one knows it exists. In order to maximise the retuirn on your investment, it is necessary to implement some strategies aimed at the promotion of your product or brand.
Of all the traffic generated throughout the world wide web, the majority is driven by search engine results, that is, the majority of internet users search for the product/service they seek to find, rather than typing the site address into the address bar.
Furthermore, of the total organic (search) traffic, Google accounts for between 80 and 90 %. With this knowledge, it becomes apparent that the best way of exposing one's company online is by performing well in Google searches. In order to do so, a number of SEO (search engine optimisation) techniques must be applied.
Google uses various ranking factors in the generation of search results based on user queries. These include, a focus on humans rather than search engines in terms of content, a clear and effective internal link structure, a low bounce rate, and the quality and reliability of any inbound and outbound links to and from your site.
Linkbuilding and keyword research are amongst the primary tools in the SEO toolbox. The former covers both inbound and outbound links which, from the search engine's point of view, indicates the authenticity and quality of your site. If there are a number of good quality links from a site which lead to other related and accurate websites, then this will reflect positively on the site of origin.
Obviously, the more traffic which is driven to your site, the better it will perform in searches. It is also for this reason that inbound links are of particular importance. The more links which direct users to your site the better. However, as with outbound linking, it is important to ensure that the links are coming form reliable and relevant sources.
Keyword research is also a highly significant aspect in terms of search engine optimisation. It is extremely beneficial to know what keywords are most popular amongst users when searching for your products, as well as those of your competitors. By including these keywords throughout your site in a balanced manner, as well as incorporating the keywords into any meta information.
By taking these factors into account when developing your website, you give yourself a far better chance of performing well in Google searches, thereby increasing the traffic levels which are being driven to your website.
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