Internet marketing

Internet Marketing is an all-inclusive term for marketing products and/or services online – and like many all-inclusive terms, Internet marketing means different things to different people.

Essentially, though, Internet marketing refers to the strategies that are used to market a product or service online, marketing strategies that include search engine optimisation and search engine submission, copywriting that encourages site visitors to take action, web site design strategies, online promotions, reciprocal linking, and email marketing – and that’s just hitting the highlights.

Online marketers are constantly devising new Internet marketing strategies in the hopes of driving more traffic to their Web sites and making more sales; witness the increasing use of blogs as marketing tools for business, for instance.

Search Engine Optimisation

SEO is the process of increasing the amount of visitors to a Web site by ranking high in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that that site will be visited by a user.

It is common practice for Internet users to not click through pages and pages of search results, so where a site ranks in a search is essential for directing more traffic toward the site.

Website design

Web design has a significant impact on Web marketing efforts. Factors involved include:

• How visitors find the site
  (search engine optimisation)
• How long visitors use the site
  (site stickiness)
• How likely visitors are to return
  (repeat visitors)
• How often visitors buy or register
  (conversion rate)

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