Publishers

More and more publishers are increasing circulations with the help of online subscriptions marketing. To join them, you know you need a website but how do you get any visitors? Mark Nunney, MD of The Website Marketing Company explains.

So you've built a website. It looks great but cost a fortune and, er, nobody visits it.

What to do? You've heard that 80% of web users find what they want by using search engines like Google and Yahoo. But when you search on Google your site is lost in the wilderness on the 20th page of results.

Don't worry. This happens to everyone, from new media revolutionaries to 'reluctant onliners' and there are two ways to get more visitors from search engines.

The easiest is to pay the search engines for each visitor (pay per click aka PPC, see Google's and Yahoo's offerings). But with PPC you must bid for position on search engines' results pages and bids can go very high making it tricky to get a reasonable return. Plus, you'll be paying forever and your advert (for it is such) will never have the same credibility as 'natural' web listings.

If you prefer not to pay for each visitor and you would prefer it known that your site appears on search engine listings because of its merit rather than your wallet then you need to do some work. Your site will need to be customised (optimised) to bring you visitors from your target market, a process known as 'search engine optimisation' (SEO).

Whether you decide to DIY your SEO it or to employ a professional (recommended but be warned - this is a bit like buying a second-hand car you can never see), you'll need to know The 13 Steps to SEO.

The Website Marketing Company can dramatically increase your website's search engine traffic and give you a profitable return on your investment. Starting with...

...a free website marketing consultation.

The Website Marketing Company specialises in bespoke, value-for-money search engine optimisation.

Every website is different and every website marketing campaign should be different.

That's why we will develop a marketing campaign with you that is right for your website, your goals and your market.

Many website marketing companies you talk to will charge according to the performance of a small number of keyphrases at the major search engines. Which sounds fine, but...

...the phrases might bring just a small number of visitors each and cost you thousands of pounds a year. With such costs you will need a record-breaking high conversion rate and a high value product to get a reasonable return on your investment.

And it gets worse - because they are being paid for this small number of phrases they aren't interested in the hundreds and probably thousands of other phrases you should be targeting. Not least because...

...up to 70% of the phrases used to reach most websites are used just once?

The Website Marketing Company targets as many relevant keyphrases as possible, which might be 100s of thousands. This will be done in whatever way is best for your product, website, market and cash flow.

And the success of that service will be measured by the return you are getting from your investment in website marketing.