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Guess what? Web
sites that begin employing long term web marketing and promotional strategies
today will be the long term survivors. Maybe you've heard of or even contacted
a firm that specializes in cloaking (essentially fooling a search engine
in to thinking one of your pages is something it is not), or one that
will create pages and host them for you with the sole purpose in mind
of getting top rankings in search engines. Both will provide a temporary
spike in traffic, page views, and maybe sales if your site is well designed.
Cloaking and the generation of doorway pages to search engines become
less effective and more dangerous every day. If you want to be in business
the focus of your promotional efforts must include the following:
- Development of a directory listing strategy, resulting in as many
deep links to a site as possible (see more about this in the section
on web directories)
- Creating static pages within a site which can be indexed and listed
by search enignes and web directories.
- Provide as much valuable, informative (non commercial is usually
best) content as possible that people will find valuable enough to
link to, and re-visit on a regular basis.
- Develop a thorough knowledge of what to do and what not to do in
order to maintain a positive relationship with search engines and
directories.
- Development of a marketing strategy that will avoid spamming search
engines, directories, and the mailboxes of individual users of the
web.
- A solid plan for relationship marketing, which is likely to involve
email as the communication medium. (How many sites can you think of
that you would say you have a real relationship with? Probably not
many! If you buy an Opt-In email list, are those who will receive
your message, really opting in to hear what you have to say? Think
about it!
- A strategy that enables, potential consumers to help themselves
solve their problems and satisfy their needs by consuming products
and services that your organization makes available through a web
site.
The steps and strategies needed to accomplish this mission are scattered
throughout the Web Marketing Superstar site.
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