Internet Marketing: A History
In the early days, advertising wasn’t allowed on the Internet. With computer graphic design expanding by leaps and bounds in the 1990s, the Internet was opened up to advertising. Advertising income and savvy changed the face of the Internet forever. Beginning in the 1990s, the look of the Web became exponentially more colorful, visual and creative. Display advertising began to fill the World Wide Web. That trend has continued to this day making Internet marketing the big business giant.
As the Internet has expanded, so has regulation. From early email “spam” to ongoing attempts to deceptively manipulate Google’s algorithms, abuses of the Internet have led to regulative responses. Regulations lead to new opportunities.
As new technology becomes available, new ways of communicating develop. Internet users look for and respond to the next technological innovation and the latest social trend. Keeping up with what’s currently happening online is necessary for companies involved in Internet marketing. Internet marketing is essential for today’s business world.
Search Engine Optimization
Internet marketing involves a lot more than showing an image of the product. A large part of Internet marketing involves making businesses easy to find on search engine results. Search engine optimization (SEO) services have sprung up to help clients maintain a high profile in search engine results, rather than being lost in the multitude of information available online.
Keyword research is the basis of SEO strategy. Users looking for a product or service will type related words into Google, Bing, Yahoo or another search engine. The search engine will list results according to popularity on the Web. Users typically don’t click through more than the first pages of results. A business thus wishes to be placed early in the listings.
Since many strategies have been developed to jack up the number of “hits” a site receives, a search engine, most notably Google, will continue to adjust its algorithms to rid its results of empty sites that have artificially high traffic. Legitimate business strategies boost traffic with content. They fill the websites strategically with relevant keywords. They also direct traffic to the site by posting interesting content that is frequently updated. One of the ways this is done is through a company blog.
Besides content, links to the site from outside sites are another way to influence search engine results. These links can be made by posting guest blogs on other sites. They can come in press releases about events and news which contain links to the business sites. Links can be added to sponsored events, conferences or business association websites.
Social Media Marketing
Most Internet use now takes place on tablets and mobile devices. As users share content, the possibilities for building “buzz” for a brand has once again changed the face of Internet marketing. Social media has become a third force in SEO marketing and an advertising strategy in its own right. Building a brand involves interacting, as the brand, in social media such as Twitter, Facebook and Pinterest. Posting high-quality content that is easy to share increases the brand’s likelihood of generating social signals. Defining the target audience is vital to a social strategy.
The Internet continues to grow and change as well as Internet marketing. It has evolved into a creative and fast-moving business service that has already developed a number of specializations. Ever-renewing web design is the name of the game.