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     About Website Marketing
SEO
SEM
PPC
Affiliate marketing
Link building
Article promotion
Online press releases
Internet ad campaigns
Viral marketing
.. the list goes on.


Each element of web marketing has its own specialists, its own rules, advocates, critics, costs and benefits. Some website owners take advantage of a wide selection in an integrated online marketing campaign. Others stick to the few tried and tested methods that they know work for them.

Gone are the days when website promotion was as simple as submitting to 6 search engines, Yahoo, and asking for links from the 4 other sites in your industry. Gone also are the days of handing over your website's marketing to an SEO firm for them to slap on a few meta tags, doorway pages and spam presto, you're number 1. And now, we've also had to say goodbye to the constant that was pay per click.

As if it wasn't difficult enough that the rules for organic listings are constantly in flux, the paid listing game is also on the move. The one element of search engine marketing we thought was stable, the one that had brought credibility to our industry, has now gone off on a tangent. PPC is now about as transparent as SEO, clear as mud.

Today's version of website marketing is a mature, complex affair. Even if you only opt for search engine optimisation and pay per click the options, pricing structures, guidelines and rumours are so many that it can be hard to find a concrete answer on what the winning formula actually is. Why? Because there isn't only one.

What works for one website may not work for another, what produces the best ROI for one will not necessary be the answer for yours. As with any form of advertising, online marketing must be undertaken after due diligence and then must be carefully monitored, analysed, tweaked, reanalysed and tweaked yet again.

And remember, when you are engaging in an online marketing campaign, be it only search engine optimisation or the whole shebang, you are dealing with the internet which means that what worked today may not in fact work tomorrow. The analysis and tweaking must be ongoing if your website it to continually produce the results you expect.

So where do you start? Well, traditionally one would have started with a website designed in a search engine friendly manner, ensured that the website's copy was well written and keyword rich and then requested links from suitable sites.

Today, that's not necessarily how it has to be. Nor, is it necessarily a guarantee of top rankings. How you go about your online marketing today is dependent on your budget, target marketing, goals, in-house capabilities, outsourcing options and what the current trends are both in organic and paid listings.

There is no easy answer, no magic cure, and no guarantees. There are a lot of cowboys but there are also a lot of people who know what they're doing and can help either with services or consulting.

However you choose to go about it, you cannot afford not to promote your website.