Allocating Your Web Site?s Budget Properly

I had a client say something to me the other day that I thought was rather interesting. He mentioned that he almost considers SEO as a marketing expense even though its really a web expense. It was then that I realized that many people still do not consider what they do with their website as part of their marketing plan but as, well, just something else.

I think this is most obvious when you consider how little many are willing to spend on their website once they get past the design stage. I've dealt with client after client that had no problem pouring thousands of dollars into their website design but cringe at a few thousand dollars going towards improving traffic and conversions through search engine optimization. Maybe this is why so much more money is spent on PPC (pay-per-click) advertising than on SEO, even though SEO has proven a better return on investment over the long term.

What should be considered a marketing expense in regards to your website?

Web Hosting

Technically, web hosting can be considered a utility expense. It's just another bill you pay each month to keep things moving forward, right? Maybe. But what happens when your web site goes down because you exceeded your allocated server load due to a big marketing push? Suddenly hundreds, if not thousands, of potential visitors are not able to download your site. How many potential dollars are lost? Web hosting is cheap, but good web hosting might cost a bit more. Ensuring that your site remains accessible despite sudden peaks in traffic can mean the difference of thousands of dollars a month.

Web Design

Just about anybody can build a good looking web site, but does the artistic team behind the web site know how to assemble the pieces in a way that generates maximum conversions? You don't know? Well, you should. Colors, images, navigation and text placement (among many other factors) all play a role in how you are able to convert your visitors into buyers. Great looking sites can still be poor performers from a usability and conversion perspective. You may getting plenty of sales, but you also may be missing out on many more with an improved, marketing focused, web site design.

Search Engine Optimization

Site optimization is still often relegated as a function of the IT department. While this view has been slowly changing as of late still too many businesses are not taking SEO and the overall marketing of their web site seriously.

What is the goal of getting your site optimized? Is it top rankings? Sadly, for many, this is still the case. In the strictest sense, SEO is just about achieving top rankings, but that mindset is also changing. Top rankings are (or should be) merely a means to an end. The endgame of getting your site optimized for search engine placement is to increase traffic and conversions. That sounds like a marketing plan to me.

Business owners looking toward SEO to improve traffic would do well to change their mindset to thinking of their website as a marketing expense. Not only will your expectations be more realistic but you'll find that this marketing investment, when purchased with careful consideration, can and should outperform virtually all other forms of marketing on- or offline.

Stoney deGeyter is president of Pole Position Marketing, a professional search engine optimization and marketing firm based in Reno, NV, providing quality SEO services since 1998. Stoney has is also a moderator in the Search Engine Forums and Small Business Ideas Forum. You can read his SEM blog at (EMP) E-Marketing Performance. You can email him with any questions at stoney@polepositionmarketing.com

---

Are You Overlooking the Benefits of Using Sub-Domains within Your Web-hosting account?

One of the most useful features offered by some web... Read More

Website Survival Guide

In the big, wide online world there are millions of... Read More

How Worldly is Your World Wide Web?

The growth in Internet usage around the world is astounding... Read More

The Power Of CPanel

cPanel is a control panel for your website and allows... Read More

How To Evaluate Your Web Sites Performance

Setting up a website is the very first step of... Read More

Building Websites with Directory Generator

Directory Generator, a product from Armand Morin and Marc Quarles,... Read More

Improve Web Sales Figures Forever And Ever Amen!

"How do I improve web site sales figures?" The CEO... Read More

Get a Website!, Register Your Domain!: To Website or Not to Website?

If you're fairly new to the Internet scene, you may... Read More

Live Support from Your Website? Can You Do It for Free?

I'm a freelance programmer and somehow I managed to get... Read More

Do You And Your Website Have Credibility?

I recently received an unsolicited e-mail from some company offering... Read More

Let Your Customers Redesign Your Website!

When you purchase a new item from a Yahoo! Store,... Read More

7 Killer Ways To Increase Your Online Sales

Every online entrepreneur I talk to is asking the same... Read More

Top 7 Reasons Why Your Business Needs a Website

A website provides invaluable advantages for businesses who have one.7... Read More

Why A Simple Counter is Never Enough for Your Website

A simple website stats counter is not enough if you... Read More

Do You Need a Web Database?

Does My Web Site Require A Web Database?If your web... Read More

Web Analytics - Getting it Right

Understanding and using web analytics.In recent years, website marketers were... Read More

How To Get Profits From Your 404 Page Not Found File

"'Page Not Found' on this Server. Check the URL and... Read More

Learn What 98% of Targeted Visitors Do On Your Website

Getting a Targeted Visitor to a website is a waste... Read More

Profitable Websites for Exclusive Industries

In the region where my company is located, South Bend,... Read More

Web Accessibility Myths

With more and more countries around the world passing laws... Read More

Making The Business Case For Web Standards

Through the explosive growth of the Web, companies have realized... Read More

Using Psychology Easily on Your Website to Make More Sales!

Psychology is a long word which everyone thinks, "no, that's... Read More

The Number One Reason Most Websites Fail

Failure, just like success, is measured differently by each and... Read More

The Evolution Of Search

There have been many significant changes to the face of... Read More

Six Basic Reasons Why Visitors Stay On Your Web Site

1. The first page appears quickly.It's a good way to... Read More

Three Things Every Website Should Do

When I started my company in 2002, I knew I... Read More

Why Should Your Business Go O.N.L.I.N.E.

Optimize your time. How much time each day must you... Read More

Web Designer? You Dont Need No Stinkin Web Designer!

RIVERSIDE, CA August 4, 2004 ?- "Historically, small business owners... Read More

Allocating Your Web Site?s Budget Properly

I had a client say something to me the other... Read More

FREE Amber Alert Tickers for Your Website

Project Safekids provides webmasters a valuable tool which could save... Read More

Ten Ways NOT to Set Up a Website-based Service Business

1. As the first step, "Hire a web designer."First create... Read More

Let Marketing Manage Your Website Content

The definition of the phrase "Content Management" depends on what... Read More

You Need a Website!

No matter the size of your business, having a web... Read More