Web Site Marketing, Sales and Marketing Strategy

Powerful features and benefits won't do you any good if your web site isn't generating qualified traffic and precisely targeting your prospects' interests.

Effective web site writing is a complex blend of art and science—and it's crucial to the success of any online sales and marketing strategy. The best web copywriting generates top search engine keyword rankings, increases targeted web site traffic and improves online sales.

Successful web copy speaks to three audiences simultaneously:

• Your business needs to increase online sales and online lead generation, build your profits and create repeat customers.
• Your prospects need to find the products, services and solutions they're looking for and to understand the added value you provide.
• The Search Engines need to find the keywords they need to list your web site correctly—and prominently.

To produce effective web site content writing, you need to think like a search engine—and that means understanding the search engines companies' strategies and long range business plans.

The most successful search engine companies are committed to generating the best results for their users. Search engines also try to create the most category opportunities for Pay-Per-Click advertising.

Based on this model, search engine keyword ranking protocols favor web sites (or web site sections) that are tightly focused on the subject areas users are querying.

While different search engine providers' keyword ranking algorithms (aka "spiders") differ somewhat, they generally follow these protocols:

• Focus—The more tightly your web site or section is focused on a target keyword, the higher your search engine keyword rankings will be.
• Relevance—To a search engine, relevance means that the keywords used in content, page addresses, and source code tags are consistent and repeat.
• Keyword Density—Search engines use an adaptive algorithm to measure the proportion of keywords on a page to the overall word count of that page's content. Too few keywords hurt your web site's search engine keyword rankings. Too many keywords can also hurt—and they could get your site banned for trying to "game" the search engine spiders.
• Prominence—Search Engines rank web site content in heirachies. Some examples: The first web page is more important than following pages; keywords in titles rank higher than keywords in body copy; content people can read is better than source code tags; text links score higher than plain text, etc.
• Depth & Traction—Search engines require depth of keyword content on multiple pages for high keyword rankings.
• PageRank—Google's PageRank and Yahoo's WebRank are the meaure of incoming links your web site gets from sites that generate high traffic with the same keywords your site is using.

Leveraging our e-Market Intelligence data and Sweet Spot targeting, e-MI Online Sales will re-write your web site content to:

• Use the keyword density mix that will get you first page web site search engine keyword rankings exactly where your best prospects are searching.
• Make sure your prospects get just what they are searching for, the way they want it, with the value-added benefits of buying from or contacting you
• Feature exactly the messages, offers and terminology your prospects want
• Target the interests of your most qualified leads to ensure that you're selling the services and products that do you the most good

Contact e-MI to learn about our integrated web site marketing solutions for online lead generation & online sales.