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Online Marketing is an endeavour known by various terms some of these consist of Internet marketing, marketing, web-marketing, or e-Marketing and is essentially the marketing of products or services over the Internet.
The advent of the www has brought the ability to stream media to an enormous global audience but also more significantly it has brought the concept of interactivity. This has spawned new techniques of Online Marketing, with instant responses now a real possibility. Online Marketing is diffuse in scope and ties in numerous inter related fields such as e-mail, and wireless media and also management of digital customer data and electronic customer relationship management systems.

Search engine optimisation companies are but one aspect of this customer engagement cycle. It is the mission of the Website Optimization Company to improve the volume and/or quality of traffic to a web site from search engine via the organic or unpaid results. The net effect of this is to improve the clients Search Engine Placement when a search engine user types in specific key words. Sites which appear earlier in the results, preferably on page one, will receive a higher proportion of the customer traffic and therefore have higher revenues as a consequence. So the Website Optimization Company is tasked with building up a client’s web presence. The first part of improving the clients Search Engine Placement is referred to as on page optimisation and includes optimising the client’s web site by changing the HTML and content to best suit the aims of the search engine. This may include increasing the relevance of certain keywords and removing any obstacles the search engine may encounter when indexing the site. Improving Search Engine Placement is a multi facetedapproach encompassing both web site designs, such as menus, content management systems, images, videos, shopping carts, but also a ongoing process whereby large quantities of written material are sent out in support of the main website.

This method often called article marketing is a facet of advertising in which the Website Optimization Company produces a stream of articles related to the specific industry or product/service of the client. These articles are then distributed widely across the www to various blogs and article banks and published in the market place. Well produced and unique articles released for open distribution and placed on targeted web sites have the capacity to drive customers to the client’s site via the links or, more significantly, improve the clients Search Engine Placement for a certain phrase or keyword.

Historically, article marketing has been employed since the advent of mass print. Local businesses would provide free content to newspapers and in return the paper would release the contact details of the author. With the domination of ecommerce the method has been taken up by the online domain as well. In the same way as the traditional forms of print media, Online Marketing has two purposes, firstly, giving publishers with what amounts to free content, secondly, providing advertisers with free advertising.

Websites known as article directories act as a deposit of these articles. The authors can publish there articles freely since the directory owner inserts advertising on each article page and generates money from the revenue stream generated via the adverting. The article directory will over time, gradually increase its popularity with the search engines as the amount of articles increases.

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