Ok, so you've completed the first round of your Search Engine Optimisation. You have made your site comply with all the current SEO knowledge and now you can just sit back and watch the traffic roll in, right?
Wrong.
There is still plenty to do, because unless you're ranking at #1 position for every keyphrase you care to associate yourself with, there is always more to be done.
There are things you can do (some of them unassisted) that can maintain or improve your Search Engine Ranking Positions.
LINK BUILDING
Inbound links to your website make Search Engines consider your site to be more of an authority and therefore of higher importance than other sites, pushing you up the list of results. The more links the better.
If you know of any online industry directories or resources that will be happy to add a listing and link to your website, go ahead and submit your URL to them.
If there is link text to specify, use keywords. If your website promotes Joe's Milkbar in Sydney, make the link text read “Sydney Milkbar”, or “Cheap Gobstoppers” not “Click Here” or something equally useless.
You also may know someone else with a website who wants to link to your site. George's Hardware around the corner might be happy to put a link to you on their site. Be aware that they'll probably want one back.
Contact Melbourne Online if you would like us to arrange links for you.
FRESH CONTENT
Search Engines love new content. Update your page. Add a blog to it and write frequently. Keep your product information fresh. Put up new images, new pages, new links, new everything! Use your keywords everywhere you can, but make sure it belongs there, don't just pack irrelevant keywords into a page.
If you have a Content Management System, editing your site will be a breeze, but if your site is more customised then you may need to contact your designer to add content.
Contact Melbourne Online if you would like a blog or content created or edited for you.
BLOG COMMENTS
Find blogs relating to your business. Comment on those blogs. If you are Joe and own Joe's Milkbar in Sydney, use the following info when commenting:
Name: Sydney Milkbar – Joe
email: joe@joesmilkbar.com.au
Link: http://www.joesmilkbar.com.au
Comment: Insert relevant comment here, something other than “Good blog.”
Make sure your comments are highly relevant to the blog. Add ideas, information, oppinion, even get controvercial if you like, but make sure your comment adds value to the blog, not just a boring post for the sake of it.
Ongoing SEO
Regular SEO work means constant analysis, modification and improvement. We look at your site content, the content of your competitors and then we modify your site to get the best possible results. Ideally this should be carried out monthly but quarterly can suffice depending on your requirements.
Contact Melbourne Online to arrange monthly or quarterly SEO updates for your site.
Visit Melbourne Online for more.
Monday, May 18, 2009
First SEO Completed - Now What?
Monday, May 4, 2009
Recession – Sink or Swim
The word recession produces different reactions in different people. There is no doubt that times are hard and they're about to get harder, but is it the end of the World? Is it the end of your business? For some it is. I put it to you that there are four categories business operators fall into at this time.
1) The Over-extended
For these folk their business was already walking the thin line between operation and insolvency and any downturn in income would have tipped them over the edge. A recession is truly insurmountable for them. By now these businesses have probably already failed.
2) The Oblivious
These people have businesses which could, with a little effort, survive or even prosper in a recession. The problem is that the people running these businesses have not planned or prepared for a recession. They think that by not acknowledging the economic downturn it will just go away. These businesses will probably fail in the coming months. If they do manage to survive they will come out the other end much worse off.
3) The Overly Cautious
We've all worked for or dealt with one of these companies. These are the ones who, at the first mention of economic hardship, pucker up so tight that not a single cent gets spent. These are the companies laying off workers, slowing production, stopping advertising, canceling orders and, in all ways possible, feeding the recession.
Sadly they do this because they know it means they will survive the recession. They will worry later about the hits they've taken in the process – lost market share, lost suppliers, lost skilled employees and lost brand confidence.
4) The Opportunistic
These people don't see recession, they see opportunity. These people find a way to not only survive the recession, but to come out on top. They find a way to pick up the business lost by other companies; they take advantage of cheap advertising rates to build their brand; they forge new corporate relationships with like-minded companies and together they move forward. They know that any weakness of others can be a strength of theirs. They know that it is easier to implement a new idea now than ever.
This is a sink or swim moment for businesses. New businesses are at an advantage, not having the investment of established companies.
The Internet holds great potential for new and expanding businesses to cheaply build their brand, their customer and supplier base and to establish themselves as leaders in their fields.
Take advantage of great opportunities.
Sunday, April 19, 2009
Search Engine Optimisation – How to Optimise Your Site
SEO is a difficult process. There are many tricks, many intricacies and many pitfalls.
Leaving aside the lesser points, here are some SEO instructions that will cover the main points to optimise your web page.
1) Optimise one page at a time. Google looks at each page individually as well as your Website as a whole. If you have a Website about farm animals, don't try to optimise every page for horses, cows and sheep, have one page for each.
2) Select well-performing keyphrases. Ensure the keyphrases you select are keyphrases someone might actually search for. You can do this using the Google Keyword Tool. Read more about selecting appropriate keyphrases.
3) Page URL is important. Name your pages with keywords ie. www.farmexample.com/cows.html. This is Google's first indication that your page is relevant to a search for “cows”. To name your pages like this, the file you create for your page must be titled cows.html (or .asp or .whatever). Remember that if you are renaming a page you must 301 redirect to the new page. For example if your cows page is currently named page1.html then you should 301 redirect page1.html to cows.html otherwise Google will see it as duplicate content
4) Page Title Tag is the next most important item. The aim of your title is to provide an accurate title with as many keywords as possible. The Title goes in the head section of your page. For example:
Cows | Example farm animals Australia | Cows, Bulls and Calves
The length of your Title Tag is up to you and there is no definite word limit, but Yahoo has one of the longest Title displays at 120 characters so certainly keep it below that. Google displays up to 66 characters, so perhaps that's a good length to aim for. My opinion is that Titles rarely need to be lengthy, so unless you can see good reason to do otherwise, aim for approximately 60 characters or less.
5) Page Description Tag is also up there. Make sure you don't just list a whole heap of keywords in here, make it a description worth reading because Google may actually display this in the results. You should use your description to sell your site whilst also including keywords. For example:
Cows information in Example Farm Animals Australia – Information, photos and videos of Cows
Again there is no real word limit. My opinion is that the description should be longer than your title but not novel length. I personally aim for 100 characters or less.
6) Page Content. This is the body text of the page – the text people read once they land on your site. The SEO cliché is that “Content is King” and as sick of reading it as I am, true it is.
This is the part where I feel it would be unjust of me not to point out that the most optimised page in the world will convert no customers if the page content is meaningless. DO NOT fill your page content with keywords. Keywords will flow readily if the content is relevant to the keywords. It is of no use writing simply “Cows eat grass. Cows give milk. Cows have four stomachs.” This will only disappoint the page viewer and they will click back faster than your page can load.
My technique is to write the page copy thinking nothing of keywords. I then read back over it and if there are places where I can substitute keywords without disturbing the flow of the page then I do so. NEVER sacrifice content for keywords.
So there you go, there are the basics. If it already looks too hard or time consuming or if you are competing for more sought-after keyphrases simply contact me for an SEO quote.
I'm actually pretty open to being contacted about this stuff so if you have questions ask them in a comment on this blog and I'll be happy to answer.
Visit Melbourne Online for more.
Sunday, April 5, 2009
Search Engine Optimisation / Search Engine Marketing – Which one is for me?
Increasing Website traffic is a great way to boost business for most companies even if their core business is not online-based. Getting more people looking at your Website means more exposure for your business, higher company profile and more chance for word of mouth.
There are a few ways to get traffic and two of the most popular are Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
Search engines are the best place to start steering customers because now this is the first place people go to find a product or service. Gone are the days where we turn to the yellowpages; now we head straight for Google.
So which is the solution for you? Let's look at the differences.
Search Engine Optimisation (SEO)
Organic search results are the unpaid results that appear in your search. These are the Webpages the search engine thinks are the most relevant to your search.
Searchers tend to pay a lot of attention to the first three organic results, some attention to the rest of the first page, occasionally they will navigate as far as the third page and they will almost never look any further.
SEO is the art/science of enhancing the visible and invisible parts of a Website to gain increased volume and quality of traffic to the site. The aim is to make the page highly relevant to certain Keywords and phrases and for Google to consider the site highly relevant for searchers of those terms and, therefore, display the site in the organic search results.
If your site appears on the first page for a certain Keyphrase you are guaranteed to get a share of that Keyphrase's traffic. The higher in the results you appear, the better.
Search Engine Marketing (SEM)
The paid advertisements on the search results page of Google are at the top of the page and down the right hand side. In other search engines they can be in different positions including at the bottom of the page and scattered throughout the search results.
The benefit of paid appearances is that they appear on the front page for your chosen Keyphrases regardless of how poorly optimised your site is. You can spend as much as you like to ensure you appear on the front page for as many Keyphrases as you wish (some limitations apply).
The disadvantage is that users do have a tendency to skim over ads and concentrate more on the organic results.
In Summary
SEO is a long-lasting effect, putting your site in a credible, highly visible position for people searching for your type of site. It will pay dividends long after you have forgotten what it cost.
SEM is just as targeted and more guaranteed but only lasts while you're spending the money. The cost over time will be far greater than SEO.
My Advice
Use both. Target your keyphrases hard by also paying for listing even if the organic and paid results appear on the same page. Pay more for keyphrases for which you can't achieve front page ranking.
Search engines are where Internet traffic starts. Make the most of it.
Visit Melbourne Online for more.
There are a few ways to get traffic and two of the most popular are Search Engine Optimisation (SEO) and Search Engine Marketing (SEM).
Search engines are the best place to start steering customers because now this is the first place people go to find a product or service. Gone are the days where we turn to the yellowpages; now we head straight for Google.
So which is the solution for you? Let's look at the differences.
Search Engine Optimisation (SEO)
Organic search results are the unpaid results that appear in your search. These are the Webpages the search engine thinks are the most relevant to your search.
Searchers tend to pay a lot of attention to the first three organic results, some attention to the rest of the first page, occasionally they will navigate as far as the third page and they will almost never look any further.
SEO is the art/science of enhancing the visible and invisible parts of a Website to gain increased volume and quality of traffic to the site. The aim is to make the page highly relevant to certain Keywords and phrases and for Google to consider the site highly relevant for searchers of those terms and, therefore, display the site in the organic search results.
If your site appears on the first page for a certain Keyphrase you are guaranteed to get a share of that Keyphrase's traffic. The higher in the results you appear, the better.
Search Engine Marketing (SEM)
The paid advertisements on the search results page of Google are at the top of the page and down the right hand side. In other search engines they can be in different positions including at the bottom of the page and scattered throughout the search results.
The benefit of paid appearances is that they appear on the front page for your chosen Keyphrases regardless of how poorly optimised your site is. You can spend as much as you like to ensure you appear on the front page for as many Keyphrases as you wish (some limitations apply).
The disadvantage is that users do have a tendency to skim over ads and concentrate more on the organic results.
In Summary
SEO is a long-lasting effect, putting your site in a credible, highly visible position for people searching for your type of site. It will pay dividends long after you have forgotten what it cost.
SEM is just as targeted and more guaranteed but only lasts while you're spending the money. The cost over time will be far greater than SEO.
My Advice
Use both. Target your keyphrases hard by also paying for listing even if the organic and paid results appear on the same page. Pay more for keyphrases for which you can't achieve front page ranking.
Search engines are where Internet traffic starts. Make the most of it.
Visit Melbourne Online for more.
Sunday, March 29, 2009
Search Engine Optimisation – Recent Successes
Some successes recently that I feel the need to brag to you about:
Voltage Health and Fitness - a personal training business located in Burwood, have just started up their company. Their website was put together themselves, but the SEO was done by Melbourne Online. On first analysis Google didn't even know they existed.
Two weeks later they now rank number 3 on Google for Personal Training Burwood.
Check out their great search ranking for Personal Training.
WaveAV.com.au is an audio visual service in Sydney. We redesigned their website from scratch. Search Engine Optimisation strategies were employed during construction only, no SEO update has been undertaken and yet the site still ranks on the first page at number 9 for Seminar AV Sydney.
See their great search ranking for Seminar AV.
Our own website, MelbourneOnline.com.au concentrates on Internet Marketing and Online stores. It now ranks #7 for Melbourne Internet Marketing and #8 for Melbourne Online Stores. These are tough keyphrases to optimise for, given that Internet Marketers are generally fairly switched on with SEO.
Check out our great search ranking for Internet Marketing.
Check out our great search ranking for Online Stores.
Think about your own core business and check to see where you rank for it on Google.
Visit Melbourne Online for more.
Voltage Health and Fitness - a personal training business located in Burwood, have just started up their company. Their website was put together themselves, but the SEO was done by Melbourne Online. On first analysis Google didn't even know they existed.
Two weeks later they now rank number 3 on Google for Personal Training Burwood.
Check out their great search ranking for Personal Training.
WaveAV.com.au is an audio visual service in Sydney. We redesigned their website from scratch. Search Engine Optimisation strategies were employed during construction only, no SEO update has been undertaken and yet the site still ranks on the first page at number 9 for Seminar AV Sydney.
See their great search ranking for Seminar AV.
Our own website, MelbourneOnline.com.au concentrates on Internet Marketing and Online stores. It now ranks #7 for Melbourne Internet Marketing and #8 for Melbourne Online Stores. These are tough keyphrases to optimise for, given that Internet Marketers are generally fairly switched on with SEO.
Check out our great search ranking for Internet Marketing.
Check out our great search ranking for Online Stores.
Think about your own core business and check to see where you rank for it on Google.
Visit Melbourne Online for more.
Monday, March 23, 2009
Search Engine Optimisation – Keywords, Keyphrases or Longphrases?
Web designers know that what you are interested in from them is a good looking, functional site with no glitches, so Search Engine Optimisation is rarely at the top of their list of priorities.
If you are doing your own SEO you are going to be considering exactly what search terms you want your site optimised for.
It's sometimes difficult to know what somebody looking for your product would type into Google to find you. If you had a hamburger shop for example you might think you should simply optimise your site for “Hamburgers”, but is that what you would type if you were looking for one?
Selecting Keywords:
Keywords are easy. In our hamburger shop scenario the obvious Keyword is
That's the easy bit.
Selecting Keyphrases:
It's very rare that a searcher would find what they were looking for with a single word. Living in the Northern suburbs of Melbourne I would not expect my local hamburger shop to pop up when I Google “Hamburgers”. I would expect that I would need to enter three or four words before finding exactly what I want. Keyphrases are often referred to as “Long Tail Keywords”. Why? I don't know, “Keyphrases” works better for me.
To produce a suitable Keyphrase from your Keyword, a good idea is to add a location or a description to your Keyword.
When entering these Keyphrases in your Website, use them in your metadata and your copy. Where possible, use the entire Keyphrase but partial is better than nothing if that's all that fits well.
Remember where the possibility of fitting a Keyphrase clashes with good copy, favour good copy every time.
Selecting Longphrases:
Google has reported a recent rise in the number of Longphrases (search phrases of five or more words) entered into a search. A Longphrase is very specific, so if a user lands on your site after searching for it, there is a good chance they want exactly what you are providing.
A user may search Google for
Even if you have a Search Engine Optimisation professional to do your site SEO for you, it is a good idea to start thinking about these Keywords, Keyphrases and Longphrases because nobody knows your business and your clientele like you do. It's no good letting your SEO firm assume you are also a fish and chip shop if all you do is hamburgers and fries.
Visit Melbourne Online for more.
If you are doing your own SEO you are going to be considering exactly what search terms you want your site optimised for.
It's sometimes difficult to know what somebody looking for your product would type into Google to find you. If you had a hamburger shop for example you might think you should simply optimise your site for “Hamburgers”, but is that what you would type if you were looking for one?
Selecting Keywords:
Keywords are easy. In our hamburger shop scenario the obvious Keyword is
- Hamburgers.
- Cheeseburgers and
- Fries.
That's the easy bit.
Selecting Keyphrases:
It's very rare that a searcher would find what they were looking for with a single word. Living in the Northern suburbs of Melbourne I would not expect my local hamburger shop to pop up when I Google “Hamburgers”. I would expect that I would need to enter three or four words before finding exactly what I want. Keyphrases are often referred to as “Long Tail Keywords”. Why? I don't know, “Keyphrases” works better for me.
To produce a suitable Keyphrase from your Keyword, a good idea is to add a location or a description to your Keyword.
- Best hamburgers Melbourne,
- Best cheeseburgers Melbourne and
- Best fries Melbourne
When entering these Keyphrases in your Website, use them in your metadata and your copy. Where possible, use the entire Keyphrase but partial is better than nothing if that's all that fits well.
Remember where the possibility of fitting a Keyphrase clashes with good copy, favour good copy every time.
Selecting Longphrases:
Google has reported a recent rise in the number of Longphrases (search phrases of five or more words) entered into a search. A Longphrase is very specific, so if a user lands on your site after searching for it, there is a good chance they want exactly what you are providing.
A user may search Google for
- Low fat cheeseburgers and fries in Melbourne,
- Hamburgers order online Halal Melbourne
- Where is the best place to get Hamburgers in North Melbourne?
Even if you have a Search Engine Optimisation professional to do your site SEO for you, it is a good idea to start thinking about these Keywords, Keyphrases and Longphrases because nobody knows your business and your clientele like you do. It's no good letting your SEO firm assume you are also a fish and chip shop if all you do is hamburgers and fries.
Visit Melbourne Online for more.
Thursday, March 19, 2009
Search Engine Optimisation – How much should I spend?
Search Engine Optimisation is still considered a black art to some extent, because only Google (and other search engines) programmers really understand the science behind it.
What you're paying for when you hire an SEO professional is not only their time spent on your site, but for the expertise they are constantly accumulating by keeping up with changes to search trends and search engine behaviours.
SEO professionals spend a lot of time at the start of their career using trial and error to find the best way to get sites ranking higher on Google. You're paying to skip straight to the results, to not spend hours obsessing over wording, layout and headings. You're paying, as with any profession, to not have to learn the art yourself.
So how much is a reasonable fee for SEO?
SEO comes in a few forms, so lets look at them separately.
What is a reasonable fee for a single SEO analysis?
I have heard of ridiculously high costs for a single analysis – up to $80k in one case, but that was for an intricate analysis of an extremely large corporate site so it may have been justified.
Rest assured that this is not the ballpark for most businesses.
In general if you want an SEO analysis including recommended changes for a site under ten pages you should expect to pay $600 - $1500 depending on the number of keywords and pages you'd like analysed.
What is a reasonable fee for a one-off SEO analysis including implemented revisions?
This will depend on various factors relating to both your industry and your site such as:
What is a reasonable fee for ongoing SEO?
This will depend on all the same dot points as above, but in general you should allocate $2k - $8k per year for ongoing Search Engine Optimisation. This should include monthly reports so you can monitor the effectiveness of SEO efforts. Most SEO companies will want you to agree to at least 6 months.
Prices increase if your site has more pages, if you want to optimise for more keyphrases or if you are trying to tackle high-demand keyphrases. If you want to incorporate link-building, that's an entirely different task again.
What you're paying for when you hire an SEO professional is not only their time spent on your site, but for the expertise they are constantly accumulating by keeping up with changes to search trends and search engine behaviours.
SEO professionals spend a lot of time at the start of their career using trial and error to find the best way to get sites ranking higher on Google. You're paying to skip straight to the results, to not spend hours obsessing over wording, layout and headings. You're paying, as with any profession, to not have to learn the art yourself.
So how much is a reasonable fee for SEO?
SEO comes in a few forms, so lets look at them separately.
What is a reasonable fee for a single SEO analysis?
I have heard of ridiculously high costs for a single analysis – up to $80k in one case, but that was for an intricate analysis of an extremely large corporate site so it may have been justified.
Rest assured that this is not the ballpark for most businesses.
In general if you want an SEO analysis including recommended changes for a site under ten pages you should expect to pay $600 - $1500 depending on the number of keywords and pages you'd like analysed.
What is a reasonable fee for a one-off SEO analysis including implemented revisions?
This will depend on various factors relating to both your industry and your site such as:
- Quality and quantity of competition for your selected keyphrases
- How many keyphrases you have selected
- How many pages and how much text on your site.
- How much content needs to be written from scratch
What is a reasonable fee for ongoing SEO?
This will depend on all the same dot points as above, but in general you should allocate $2k - $8k per year for ongoing Search Engine Optimisation. This should include monthly reports so you can monitor the effectiveness of SEO efforts. Most SEO companies will want you to agree to at least 6 months.
Prices increase if your site has more pages, if you want to optimise for more keyphrases or if you are trying to tackle high-demand keyphrases. If you want to incorporate link-building, that's an entirely different task again.
Sunday, March 15, 2009
Small Business and the Internet
Many if not most small businesses are still owned by the older generations who consider themselves beyond learning about computers and the Internet. This blog is for them.
The smartest business mind I've ever encountered belongs to Rod Dally, now in his 60s. He used to say “I don't know anything about the Internet but I know we need to use it”.
That may not sound so profound to you, but I think that for a man who knew nothing about the Internet, knowing that he must put it to use was as far as he needed to go. He went about managing his store and staff and simply arranged for others to manage the Internet side of things for him.
Before we knew it the business had an operational mailing list, a Website showing specials and events and a login section for frequent customers. It was a huge success and the business flourished.
Even if you don't think your business needs the Internet, it will be of benefit to you to read on to discover what other businesses (possibly including your competition) are doing.
Small businesses can grow their success by using the Internet to:
There are plenty of other reasons to migrate your business online.
There are very few reasons not to.
If you are still unsure whether you need to give your business a presence on the Internet, ask someone you know who uses the Internet. Ask them how they would find someone who offers your products or services. Chances are they'll say that they would Google it. And if you're not on the Internet then Google will show them your competitor who is.
If you'd like ideas about where to go from here, call me.
Visit Melbourne Online for more.
The smartest business mind I've ever encountered belongs to Rod Dally, now in his 60s. He used to say “I don't know anything about the Internet but I know we need to use it”.
That may not sound so profound to you, but I think that for a man who knew nothing about the Internet, knowing that he must put it to use was as far as he needed to go. He went about managing his store and staff and simply arranged for others to manage the Internet side of things for him.
Before we knew it the business had an operational mailing list, a Website showing specials and events and a login section for frequent customers. It was a huge success and the business flourished.
Even if you don't think your business needs the Internet, it will be of benefit to you to read on to discover what other businesses (possibly including your competition) are doing.
Small businesses can grow their success by using the Internet to:
- Gain new business: Yellow Pages is no longer where I go to find a business whether I'm looking for an electrician or a Web designer. And I'm in the majority now. I want to see a little bit about the business I'm about to employ before I phone them. The Internet allows me to do that. And if your business isn't on the Internet I don't even get a chance to consider you, because I'm not going to phone fifteen companies to chat about their services, but I WILL visit fifteen Websites and choose based on what I find.
- Encourage repeat business: Special offers for frequent customers and loyalty programs can be cheaply and easily implemented through your Website. You can start them from scratch, integrate them with existing programs or run them separately. I enjoy getting the latest offers from businesses I frequent. I don't enjoy spam, so make sure you decide what is a reasonable time between mailouts.
- Expand clientele: The World Wide Web has a reach, as the name suggests, worldwide. You may find that your business can start shipping product or offering services to an entirely new market interstate or internationally. I am quite comfortable these days purchasing products from overseas using my credit card. I know I need to wait for postage, but I'm OK with that.
If you are modifying your business specifically to gain international customers you may be eligible for a Government grant through Austrade.
- Network: Use blogs, mailing lists and social networking sites (like Twitter) to share expertise with your peers around the world. Find out what did and did not work for them, give and get advice. You may even develop a relationship with someone where you refer clients to each other. I love chatting with fellow professionals. I don't see someone in my industry who'd based in the USA as direct competition, so I feel I have nothing to lose, but everything to gain by being candid.
- Research: Make use of your Website and email lists to find out from your clients whether you are meeting their expectations. Find out what they love about your service and if there are any reasons they might go elsewhere. It makes me feel important when a company asks my opinion. And by giving it I feel I have made a difference.
- Raise company profile: A Website gives you a presence to people who may otherwise not have seen you. This site gives the viewer the chance to see all the information you care to provide about your company, products and services. The more I know about a company the more I feel comfortable dealing with them.
There are plenty of other reasons to migrate your business online.
There are very few reasons not to.
If you are still unsure whether you need to give your business a presence on the Internet, ask someone you know who uses the Internet. Ask them how they would find someone who offers your products or services. Chances are they'll say that they would Google it. And if you're not on the Internet then Google will show them your competitor who is.
If you'd like ideas about where to go from here, call me.
Visit Melbourne Online for more.
Monday, March 2, 2009
B2B vs B2C – Selling technique differences
I know my mandate here is to blog about strictly online issues, but this one overlaps into the physical world a little, so forgive me.
There is an aura around business-to-business (B2B) selling that makes people lose their sales minds, much more so than business-to-consumer (B2C) selling. Business owners in the B2B world seek experienced B2B salespeople to stock their workforce, claiming that this experience is essential to performing well in the role. Today I'm going to tell you why that's entirely unnecessary.
B2C sales is involved. Take it from someone who has been put through just about every avenue of sales training that exists, B2C sales is intense. Consumers are demanding. They shop around for the best price, they do their research on their product, they have bad days, each one of them has a different expectation of the product, a different need and a different style of communication.
As a B2C sales person it's your job to go through the steps with the individual: Greeting; assessing need; developing rapport; dispensing information; assisting with research; matching product to consumer; closing the sale; following up...
Each of these steps is essential to a successful transaction. The individual needs to respect you (preferably LIKE you, but not necessarily) enough to take on your opinion of the product and believe the information you give about it. You need to involve yourself in the sale to ensure the individual gets what they WANT and NEED.
If this is all done well then there will be no miscommunication which will mean less likelihood of refund or negative word-of-mouth publicity. It also means more chance of positive word-of-mouth publicity and repeat business.
B2B is totally different, isn't it?
No. It's not.
Whether you're selling a $100 item to a consumer or a $100,000 item to a business, chances are there is still an INDIVIDUAL making the decision.
So what's the key?
Here are some points to help you in your next sales situation, regardless of who you're selling to and how much the item or service costs:
If B2B has ANY difference to B2C sales, it's that when an individual purchases something on behalf of a business they are accountable to the others within that business which exposes them to criticism. If you do a good job and sell them exactly what they need, a business is much more likely to return to you next time because they know you're a safe bet.
So in B2B sales, the above points are even more important for you to follow.
Visit Melbourne Online for more.
There is an aura around business-to-business (B2B) selling that makes people lose their sales minds, much more so than business-to-consumer (B2C) selling. Business owners in the B2B world seek experienced B2B salespeople to stock their workforce, claiming that this experience is essential to performing well in the role. Today I'm going to tell you why that's entirely unnecessary.
B2C sales is involved. Take it from someone who has been put through just about every avenue of sales training that exists, B2C sales is intense. Consumers are demanding. They shop around for the best price, they do their research on their product, they have bad days, each one of them has a different expectation of the product, a different need and a different style of communication.
As a B2C sales person it's your job to go through the steps with the individual: Greeting; assessing need; developing rapport; dispensing information; assisting with research; matching product to consumer; closing the sale; following up...
Each of these steps is essential to a successful transaction. The individual needs to respect you (preferably LIKE you, but not necessarily) enough to take on your opinion of the product and believe the information you give about it. You need to involve yourself in the sale to ensure the individual gets what they WANT and NEED.
If this is all done well then there will be no miscommunication which will mean less likelihood of refund or negative word-of-mouth publicity. It also means more chance of positive word-of-mouth publicity and repeat business.
B2B is totally different, isn't it?
No. It's not.
Whether you're selling a $100 item to a consumer or a $100,000 item to a business, chances are there is still an INDIVIDUAL making the decision.
So what's the key?
Here are some points to help you in your next sales situation, regardless of who you're selling to and how much the item or service costs:
- Do right by your customer. This is a practice all employers should encourage, because it's good for everybody. I got fired from a job when I was younger because I talked an elderly couple out of taking out a mortgage on their home that they already owned outright. I talked them into the sale, then out of it once I looked further into their financial affairs. The boss was not impressed. At another company I was promoted for the same attitude. Guess which company is still trading...
- Believe in your product or service. You might think that you're the world's best salesperson because you can put on your poker face and sell water to a drowning man, but people don't like to be sold to by a poker face, nor do they appreciate ending up with something they don't need. Believing in what you sell will allow you to get excited about it, and excitement is infectious, and people like that.
- Practice full disclosure. Everything has limits, most things have faults. Be honest about what those faults and limits are. Chances are it won't lose you the sale, in fact it will give more weight to your positive statements and cement trust between your customer and yourself.
- Deliver what you promise. Or more. Definitely not less. From the sales conversation your customer is going to know exactly what to expect and all your good work can be undone very quickly if you have promised something that isn't delivered. Surprises are only pleasant if they're something you want, don't let your customer be unpleasantly surprised.
- Keep your refund and dispute policy flexible. Sometimes a company can gain even more credibility when something goes wrong. If your company is at fault, admit it. Rectify the problem. Worst case scenario you end up doing what the ombudsman would have ordered anyway, and you avoid the wasted time, cost and tension that ensues. That said, if you follow the preceding steps, you probably won't ever get to this stage.
- Communicate. Do it during the sales process. Do it during the transaction. Make sure the customer has your contact details and invite them to contact you if they have any questions. Be happy if they do. Follow up after the sale if it's appropriate, especially after big spends (cars, houses, website builds...) because not only does it make your customer feel important, it also allows you to check on your product and gauge your success in customer satisfaction, which will help with the next sale.
If B2B has ANY difference to B2C sales, it's that when an individual purchases something on behalf of a business they are accountable to the others within that business which exposes them to criticism. If you do a good job and sell them exactly what they need, a business is much more likely to return to you next time because they know you're a safe bet.
So in B2B sales, the above points are even more important for you to follow.
Visit Melbourne Online for more.
Thursday, February 26, 2009
Search Engine Optimisation – What is it? Is it Absolutely Necessary?
What is Search Engine Optimisation?
In its simplest form, Search Engine Optimisation (SEO) is making your site appealing to search engines such as Google.
SEO is based around keyphrases. A keyphrase is a phrase (usually no more than four words) that somebody might type into Google if they were searching for your kind of website. For example, if I was looking for a plumber I might Google the phrase: Plumber Melbourne Northern Suburbs. If you were a plumber in North Melbourne who didn't appear in my search results you might question the quality of the SEO of your website. If you were a plumber without a website then you'd be completely invisible to me, but that's another blog for another time.
Keyphrases can be applied throughout your site, especially in your body text, which is the part of the website viewers can see and the metadata which is the part search engines reference first. It goes much deeper than this though, because Google can see your keyphrases in other areas such as image tags, html notes and even filenames.
The aim of Search Engine Optimisation is to boost your website's occurrence in the results of a search. First page is great. Top 3 is best. Anything beyond page 3 and you may as well not be there at all, because searchers almost never view past page 3 of their results.
Other factors influence your SEO such as inbound links (links to your website from other websites), the layout of your page and frequency of update.
Is it expensive?
SEO as a marketing technique is amazingly good value. It is relatively cheap, fast to take effect and extremely targeted. Results are easily measured through Google analytics and you can even see if the same people that find you on the search are the ones who click on “buy” or whatever your target may be. As far as accountable marketing spends go, SEO is king.
Is it necessary?
Almost invariably, yes. Most people use search engines to find what they're looking for on the Internet. You need to be there when they look and you need to be one of the first things they see.
There are some exceptions. You may only want people to see your site after they've been to your seminar so that the site makes sense. You may have an exclusive clientele who already know the website and other audiences are irrelevant.
Exceptions to the rule are few and far between and I can safely assume that you, the reader, DO want people to find your website on search engines in which case YES you DO need your site search engine optimised.
I will blog in more depth about SEO in the future, but I write to a small business audience, not web developers, so if you want in-depth discussion you should check out the writings of the clever people on the hubspot blog.
Visit Melbourne Online for more.
In its simplest form, Search Engine Optimisation (SEO) is making your site appealing to search engines such as Google.
SEO is based around keyphrases. A keyphrase is a phrase (usually no more than four words) that somebody might type into Google if they were searching for your kind of website. For example, if I was looking for a plumber I might Google the phrase: Plumber Melbourne Northern Suburbs. If you were a plumber in North Melbourne who didn't appear in my search results you might question the quality of the SEO of your website. If you were a plumber without a website then you'd be completely invisible to me, but that's another blog for another time.
Keyphrases can be applied throughout your site, especially in your body text, which is the part of the website viewers can see and the metadata which is the part search engines reference first. It goes much deeper than this though, because Google can see your keyphrases in other areas such as image tags, html notes and even filenames.
The aim of Search Engine Optimisation is to boost your website's occurrence in the results of a search. First page is great. Top 3 is best. Anything beyond page 3 and you may as well not be there at all, because searchers almost never view past page 3 of their results.
Other factors influence your SEO such as inbound links (links to your website from other websites), the layout of your page and frequency of update.
Is it expensive?
SEO as a marketing technique is amazingly good value. It is relatively cheap, fast to take effect and extremely targeted. Results are easily measured through Google analytics and you can even see if the same people that find you on the search are the ones who click on “buy” or whatever your target may be. As far as accountable marketing spends go, SEO is king.
Is it necessary?
Almost invariably, yes. Most people use search engines to find what they're looking for on the Internet. You need to be there when they look and you need to be one of the first things they see.
There are some exceptions. You may only want people to see your site after they've been to your seminar so that the site makes sense. You may have an exclusive clientele who already know the website and other audiences are irrelevant.
Exceptions to the rule are few and far between and I can safely assume that you, the reader, DO want people to find your website on search engines in which case YES you DO need your site search engine optimised.
I will blog in more depth about SEO in the future, but I write to a small business audience, not web developers, so if you want in-depth discussion you should check out the writings of the clever people on the hubspot blog.
Visit Melbourne Online for more.
Tuesday, February 24, 2009
Website Hosting Comparison Chart – What Are You Paying For?
The last few years has seen the emergence of hundreds of hosting companies with massively varying costs and inclusions. Companies are offering hosting charged per year, per month, per megabyte, with free emails, free websites, free blogs...
So what do you really need?
It's entirely up to you, but here are some guidelines:
You may need other add-ons such as secure servers, anti-virus solutions, or if you're a web developer you may need any number of application installations, but in these instances you should contact the hosting company for details. Usually they will be happy to add whatever you need.
Here is a quick-reference to just a few of the available hosting companies in Australia, sorted by location. Their prices vary, as do their services, so check out their website for full details before making your final decision. Better still, get on the phone and see what you think of the person on the other end because chances are you will speak to the same person when you need a problem solved later on.
So what do you really need?
It's entirely up to you, but here are some guidelines:
- Get a hosting package that comes with emails. If you're running a small business you need email with your hosting. Don't keep using your.name@hotmail.com or company@bigpond.com because it just looks unprofessional. If you're going to register www.example.com.au then also get your.name@example.com.au, it's better for business.
- Get at least 200MB site hosting space. Yes you want your site to load as fast as possible and yes you will keep your file sizes small, but by the time you add a few images on each page you're going to be surprised how quickly it adds up.
- Host locally. It's going to be much better for you if you can contact someone in your own timezone with hosting queries.
- Check your data transfer allowance. If your site becomes a high traffic web destination you may need to upgrade your plan. Be aware of additional fees for exceded limits.
You may need other add-ons such as secure servers, anti-virus solutions, or if you're a web developer you may need any number of application installations, but in these instances you should contact the hosting company for details. Usually they will be happy to add whatever you need.
Here is a quick-reference to just a few of the available hosting companies in Australia, sorted by location. Their prices vary, as do their services, so check out their website for full details before making your final decision. Better still, get on the phone and see what you think of the person on the other end because chances are you will speak to the same person when you need a problem solved later on.
| Hosting Provider | Disk Space | Traffic p/month | Emails | Servers | Location | Cost |
| www.coasthost.net.au | 500Mb | 20Gb | 50 | Unknown | Gold Coast | 24.90p/month |
| www.websitehostingaustralia.com | 10Mb | 2Gb | 1 | Linux | Gold Coast | $145p/year |
| www.aussiewebhost.com.au | 200Mb | 3Gb | 20 | Linux | Melbourne | $14.95p/month |
| www.webhostingaustralia.com.au | 250Mb | 10Gb | 1000 | Windows 2000, Linux or .net | Melbourne | $299p/year |
| www.anchor.com.au | 250Mb | 10Gb | 30 | Linux, Windows | Sydney | $363p/year |
| www.netvantage.com.au | 100Mb | 2Gb | 100 | Linux | Sydney | $29p/month |
| www.redalto.com.au | 250Mb | 5Gb | 25 | Windows | Sydney | $19.95p/month |
| www.netregistry.com.au | 200Mb | 10Gb | 100 | Unknown | Sydney | $29.95p/month |
| www.digitalpacific.com.au | 10Gb | 25Gb | Unlimited | Unknown | Sydney | $249p/year |
| www.ausweb.com.au | 4Gb | 10Gb | 15 | Linux, Windows 2003 | Sydney | $29.50p/month |
| www.redrook.com | 500Mb | Unlimited | 30 | Linux | Tasmania | $33p/month |
| www.ezihosting.com | 500Mb | 20Gb | Unlimited | Linux | Tasmania | $274.45p/year |
Wednesday, February 11, 2009
Online Stores – Boost retail success
By now nearly everyone has purchased something online whether from Ebay, Amazon or some other online store. Most transactions have gone well. People have learned that credit card fraud is minimal as long as you are shopping with reputable sites and that middle-man services such as PayPal can be trusted.
It's not surprising, then, that so many people are migrating their retail habits online.
An online retailer provides so may options to a modern customer and we know already how modern customers LOVE options.
Online stores provide:
For businesses this means that if you sell a product or service, particularly to a consumer market, failure to provide an online store can mean not only that you don't flourish, but also that your current customer base is starting to leave you in favour of your opposition's online store.
The benefits to a business of having an online store are ample.
Once you make the decision to get an online store:
It's all very easy stuff and your customers will thank you with repeat business. Visit Melbourne Online for more.
It's not surprising, then, that so many people are migrating their retail habits online.
An online retailer provides so may options to a modern customer and we know already how modern customers LOVE options.
Online stores provide:
- Shopping from the comfort of home
- Home delivery
- Easy price comparison with other stores
- No face-to-face sales (modern customers hate the hard-sell)
For businesses this means that if you sell a product or service, particularly to a consumer market, failure to provide an online store can mean not only that you don't flourish, but also that your current customer base is starting to leave you in favour of your opposition's online store.
The benefits to a business of having an online store are ample.
- Your customer WANTS an online store.
- Sell to multiple customers. Worldwide. Simultaneously.
- An online store is a salesperson that works 24/7 and takes no leave.
Once you make the decision to get an online store:
- Make sure it's easy to use.
- Provide options for your products – size, colour, accessories, etc.
Research other online stores selling the same products and check out their prices. Compete.
- If you sell a service rather than a product provide a booking form or calendar of availability.
- Provide your refund and warranty policies. This will save time and hassles.
- Make your store colourful and fun without being busy and crowded. A good designer will already know how to do this.
- Provide good service around your store. Dispatch items quickly. Pack them well. Provide a copy of the receipt. Send via registered mail.
It's all very easy stuff and your customers will thank you with repeat business. Visit Melbourne Online for more.
Tuesday, February 10, 2009
Six points to consider before commissioning a website
I turn up to a lot of meetings with clients who are ready to take their business online, but aren't quite sure why. This isn't a problem for me, I'm in the business of online marketing and I'm happy to steer you in the right direction, but it will help your understanding if you have already pondered the points below.
1. WHY do you need a website?
Okay, so you've reached a decision – it's time to expand your business to include the online world. Everyone's doing it. Everyone has reasons to do it. What are your reasons to do it?
It may be that you think there are more customers out there for you who shop online rather than in stores; it may be that you would like to take your business to the global market without having to travel; or that an online presence is expected of all businesses these days and you will feel invisible without a website.
Knowing your reasons for needing a website will help you address the remaining points.
2. WHO will be the audience of your website?
People expect different things from a site depending on their age, gender and interests. Think about your demographic.
Think about whether your intended audience would go to the internet to find your kind of product or service. For example, if you're a lawn bowls association your members may not even have computers.
3. WHAT is the goal of your website?
A website needs a clear goal.
The goal may be to get your customer to purchase from your online store, register personal information, fill out your survey, click an ad or link, contribute content, dial a phone number... Your goal might simply be to impart information.
You may have multiple goals on your website.
Be clear about what it is that you're trying to achieve. Simply having a website will not increase business.
4. WHAT domain name will you choose?
The domain name is part of the web address of your site (eg. www.melbourneonline.com.au).
You need to decide on two parts of this: The top level and second level domains.
The top level domain in our web address is the .com.au part. .com.au means that this is a commercial (com) site located in Australia (au). Most companies trading in Australia use this option because it gives Australian customers the feeling that they are dealing with a local company. If, however, you are looking to trade worldwide and you feel that appearing local will limit your international business, perhaps just a straight .com is better for you. This is the choice of most world-focus businesses.
If you are a community, government or not-for-profit organisation you may choose an entirely different domain. Check out the list of options.
The second level domain in our web address is the melbourneonline part. It's our business trading name, but you're not limited to your trading name. We could have called our site webdesign.com.au or webuildwebsites.net
The important thing is to make sure people can remember it. No strange spelling, no ridiculously long names.
5. HOW will people find the website?
A website without traffic is like a retail store on a backstreet: Customers won't just find you, you need to let them know you exist.
There are plenty of ways to get people to your website, but have a think about how you could already drive people to visit. If you have a bricks and mortar store perhaps printing the web address on the window would help. If you have a newsletter you could print it on there, same if you advertise in print media, etc.
Seriously consider an internet marketing specialist's services. It's a completely different world online.
6. WHEN do you need the website functional?
There are a few things to consider when thinking about deadlines. One is that Google only promises to index your site within 60 days of submitting it. It usually gets done faster, but it can't be promised. Until your site is indexed by search engines it is practically invisible.
Before the site can be submitted to google it must be live (available to public). Getting to this point can take anywhere between a couple of days and a couple of months depending on what functions and extras you have requested.
Is your designer going to drop everything and start right away? Probably not, because chances are they have other clients who also need their sites finished ASAP.
Give your designer as much lead time as you can.
1. WHY do you need a website?
Okay, so you've reached a decision – it's time to expand your business to include the online world. Everyone's doing it. Everyone has reasons to do it. What are your reasons to do it?
It may be that you think there are more customers out there for you who shop online rather than in stores; it may be that you would like to take your business to the global market without having to travel; or that an online presence is expected of all businesses these days and you will feel invisible without a website.
Knowing your reasons for needing a website will help you address the remaining points.
2. WHO will be the audience of your website?
People expect different things from a site depending on their age, gender and interests. Think about your demographic.
Think about whether your intended audience would go to the internet to find your kind of product or service. For example, if you're a lawn bowls association your members may not even have computers.
3. WHAT is the goal of your website?
A website needs a clear goal.
The goal may be to get your customer to purchase from your online store, register personal information, fill out your survey, click an ad or link, contribute content, dial a phone number... Your goal might simply be to impart information.
You may have multiple goals on your website.
Be clear about what it is that you're trying to achieve. Simply having a website will not increase business.
4. WHAT domain name will you choose?
The domain name is part of the web address of your site (eg. www.melbourneonline.com.au).
You need to decide on two parts of this: The top level and second level domains.
The top level domain in our web address is the .com.au part. .com.au means that this is a commercial (com) site located in Australia (au). Most companies trading in Australia use this option because it gives Australian customers the feeling that they are dealing with a local company. If, however, you are looking to trade worldwide and you feel that appearing local will limit your international business, perhaps just a straight .com is better for you. This is the choice of most world-focus businesses.
If you are a community, government or not-for-profit organisation you may choose an entirely different domain. Check out the list of options.
The second level domain in our web address is the melbourneonline part. It's our business trading name, but you're not limited to your trading name. We could have called our site webdesign.com.au or webuildwebsites.net
The important thing is to make sure people can remember it. No strange spelling, no ridiculously long names.
5. HOW will people find the website?
A website without traffic is like a retail store on a backstreet: Customers won't just find you, you need to let them know you exist.
There are plenty of ways to get people to your website, but have a think about how you could already drive people to visit. If you have a bricks and mortar store perhaps printing the web address on the window would help. If you have a newsletter you could print it on there, same if you advertise in print media, etc.
Seriously consider an internet marketing specialist's services. It's a completely different world online.
6. WHEN do you need the website functional?
There are a few things to consider when thinking about deadlines. One is that Google only promises to index your site within 60 days of submitting it. It usually gets done faster, but it can't be promised. Until your site is indexed by search engines it is practically invisible.
Before the site can be submitted to google it must be live (available to public). Getting to this point can take anywhere between a couple of days and a couple of months depending on what functions and extras you have requested.
Is your designer going to drop everything and start right away? Probably not, because chances are they have other clients who also need their sites finished ASAP.
Give your designer as much lead time as you can.
Once you have considered these points and perhaps discussed with colleagues, you are going to be armed with much more applicable information when you brief your designer on your requirements.
Visit Melbourne Online for more.
Web Design – Basic mistakes and simple fixes
I was recently asked to critique a friend's business website and was surprised to find the basic errors made by her business' web designer. I hope you can learn from their mistakes:
Colours:
The first thing that stands out visually about a website is use of colour. This can set the mood of the site before anything else.
Text:
Hopefully your website has content worth reading.
Visit Melbourne Online for more.
Colours:
The first thing that stands out visually about a website is use of colour. This can set the mood of the site before anything else.
- Avoid using washed out colours. From a mood perspective it's boring and from a fashion perspective pastels went out two years ago.
- Choose colours that best set the mood you want for the site. Sometimes you are limited by a client's specs if they request company colours, but even then use them to your best advantage. If all else fails, go for black or white.
- Use contrasting colours for text and background. It's no good having white text on a grey background – users won't even bother trying to read it.
Images:
Photographs, logos, cartoons, etc. are there to provide visually stimulating points on your site. Make them work for you.
- Use only quality images. It is a poor representation of any business to have photographs that look like they were taken with a phone camera. Get a professional photographer if necessary.
- Stock photography is a good alternative if all else fails.
- Make sure your images are big enough to be seen clearly and crop to suit.
Text:
Hopefully your website has content worth reading.
- Body text should be at least 12pt. If your demographic is 50+ then it should be 14pt.
- Keep the homepage as free from text as possible. People will use images, menus and links to navigate to text if they want to.
- Use a font that is available on most browsers. Sure, Mistral looks like handwriting, but IE can't read it so nearly 50% of your viewers will see rubbish.
Copy:
- Proofread. A typo, misspelled word, poor punctuation, incorrectly placed apostrophe... All these things can lose you credibility with a reader.
- If your client provides the copy, proofread for them. If you find errors politely point them out to your client and ask if they'd like you to correct them.
- Make sure the wording flows. People typically skim through page text so make sure it's succinct and easy to absorb.
Visit Melbourne Online for more.
What is Internet Marketing and why do I need it?
In a falling world economy we find businesses redirecting their advertising spending to more accountable methods of promotion, namely Internet Marketing.
Measuring the success of Television, radio and other accepted mainstream advertising methods is notoriously difficult and companies can only guess what affect, if any, it has on their demographic. Furthermore, there is a spill over of demographic capture: Sure you may get your new beach clothing range exposed to predominantly 16-30 year olds, but half of them are the wrong gender for your product and of the remaining 50% only half are interested in surfwear – that's 75% spill.
Internet Marketing is far more targeted.
Allow me to elaborate:
Pay-Per-Click (PPC) is a very cost-effective form of advertising where you only pay when a user clicks on your ad. Many PPC providers are extremely accurate in their demographic selection, particularly the social networking sites which gather statistical and personal information about each user.
This would allow your beach clothing range to be advertised only to males 16-24yo in Queensland who like surfing.
Banner advertisements are ads for your product on other websites. Costs vary and usually depend on traffic (hits) to the site. Success can be measured by how many referrals that site sends to yours.
Your beach clothing range might be best advertised on www.surferspath.com (a surfing resource).
Search Engine Optimisation (SEO) is one of the biggest growing industries in internet services. Research shows that Google users rarely look past page 3 of their search results, so it is important for companies to have their websites appear high in the list for their relevant keyphrases.
SEO could help your beach clothing range appear on the first page when people search for “surfwear Australia”.
If your business is looking to spend less money advertising more effectively (and who isn't?) internet marketing might be the solution.
Visit Melbourne Online for more.
Measuring the success of Television, radio and other accepted mainstream advertising methods is notoriously difficult and companies can only guess what affect, if any, it has on their demographic. Furthermore, there is a spill over of demographic capture: Sure you may get your new beach clothing range exposed to predominantly 16-30 year olds, but half of them are the wrong gender for your product and of the remaining 50% only half are interested in surfwear – that's 75% spill.
Internet Marketing is far more targeted.
- Pay-Per-Click (PPC) campaigns allow you to specify demographic or search criteria so precisely that you can expect less than 10% spill.
- Banner advertisements can be placed on websites where you know your precise demographic will be looking.
- Search Engine Optimisation (SEO) helps your website appear to people specifically searching for your kind of product.
Allow me to elaborate:
Pay-Per-Click (PPC) is a very cost-effective form of advertising where you only pay when a user clicks on your ad. Many PPC providers are extremely accurate in their demographic selection, particularly the social networking sites which gather statistical and personal information about each user.
This would allow your beach clothing range to be advertised only to males 16-24yo in Queensland who like surfing.
Banner advertisements are ads for your product on other websites. Costs vary and usually depend on traffic (hits) to the site. Success can be measured by how many referrals that site sends to yours.
Your beach clothing range might be best advertised on www.surferspath.com (a surfing resource).
Search Engine Optimisation (SEO) is one of the biggest growing industries in internet services. Research shows that Google users rarely look past page 3 of their search results, so it is important for companies to have their websites appear high in the list for their relevant keyphrases.
SEO could help your beach clothing range appear on the first page when people search for “surfwear Australia”.
If your business is looking to spend less money advertising more effectively (and who isn't?) internet marketing might be the solution.
Visit Melbourne Online for more.
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