Website Marketing Directory — Search Engine Optimisation — Melbourne, Sydney, Australia

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Lisa Kelly (from Media Run) reports on how to maximise your online marketinq returns.

As published in Marketing Magazine December/January 2007

While some market segments have allocated large portions of their marketing budgets to online for some time now (i.e. travel and employment), many marketers remain ignorant of the accountability of online marketing and its potential. According to ABVS figures, online advertising expenditure in Australia totalled $778 million for the 2005/2006 financial year, an increase of 59.4 percent on 2004/2005.

This was characterised by growth in all expenditure types and, in particular, general advertising and search and directories advertising. Search and directories advertising experienced the highest percentage growth increasing by 74.2 percent on the 2004/2005 financial year. Marketers need to get their heads around online advertising and start maximising their strategies if they want to stay ahead in their field. With internet revenue expected to exceed that of TV within 15 years (according to Frost and Sullivan’s Darryl Nelson) and online space predicted to make up 15 percent of the total advertising market by 2009, online should be considered an integral part of any marketing mix.

How Healthy is Your Web Marketing?

• Got a website but want to attract more visitors to it?
• Worried that increases in traffic to your website are not leading to similar increases in sales?
• Is your on-site advertising under-performing?
• Confused about how to integrate the web into your overall marketing mix?

Take control. Make your website a web business.

All the creative juices and budgets in the world will not help if the underlying web systems are fundamentally flawed.

Websites are information funnels and successful web businesses manage the flow through four critical customer decision points.

A blockage at any one of these four points will cost you sales.

"I have heard about some people using 'descriptive site maps' - basically a version of the traditional site map which includes a short, keyword-rich description of each page on it. Do you recommend using this technique, and do you think it would have any effect on SE rankings for keywords?"
Read the answer in our free web marketing forum .