Additional Online Marketing Strategies

URL Promotion

A key ingredient in effective online marketing is URL promotion – that is, promoting your web address. Your URL should appear everywhere you do – in print ads, on your new brochure, on your stationery and business cards, in your Yellow Pages listing, on invoices you send to clients, and so on.

This is a very inexpensive way to make sure people know where to find you on the web.

Link Popularity Building

If other people link to your site, it will increase your traffic both directly and indirectly – directly, because people will click through from other sites, and indirectly, because links help to improve your search engine placement. One of the main ways search engines evaluate and rank a website is by “link popularity” – that is, by the number of sites that link to it. If many people link to a particular website, the reasoning goes, it must have legitimate and worthwhile content.

For this reason, we would recommend that you make contact with colleagues and professional organizations and ask them to set up reciprocal links with you (that is, they link to you, you link to them). Most people solicit links by first putting links to other organizations on their own site, and then contacting those organizations and saying, “We’ve put up a link to you on our site. Would you be willing to return the favor?”