¿SEO o una estrategia completa de E-Marketing'?

viernes, 08 de mayo de 2009

Se debe considerar que un Search Engine Optimization "SEO" a veces está fuera de las necesidades reales de una empresa, conózca las herramientas de las que se auxilian, antes de usarlo. Durante los últimos años, la creación de empresas que ofrecen ofrecen el servicio del posicionamiento en buscadores de internet ha crecido sostenidamente. Los objetivos son claros: otorgar solución para que una tienda online mejore sus ventas. Sin embargo, ofrecer un servicio de Search Engine Optimization "SEO" a veces está "fuera" de las necesidades reales que aquejan a muchas de estas empresas. Por lo mismo, no se debe olvidar que el servicio SEO encaja dentro de todo un espectro que conlleva el E-Marketing como tal, por lo que podríamos incluir servicios adicionales, tales como: -Incorporación a redes sociales (Web 2.0) La segunda generación en la historia de la Web basada en comunidades de usuarios y una gama especial de servicios, como las redes sociales, los blogs o los wikis, que fomentan la colaboración y el intercambio ágil de información entre los usuarios. Los propulsores de la aproximación a la Web 2.0 creen que el uso de la web está orientado a la interacción social, y pueden servir contenido que explota los efectos de las redes. Aquí, actúan más como punto de encuentro, o webs dependientes de usuarios, que como webs tradicionales. -Compra de tráfico por medio de publicidad (PPC) Pay per click (PPC), se trata la utilización de palabras claves utlizadas en la búsqueda de una empresa, a través de páginas como Google o Yahoo. Estas empresas cobran según la palabra deseada, donde las palabras más populares y buscadas en la web serán las más caras. -Construcción de enlaces (Link Building) Se refiere a la construcción de enlaces. Y corresponde al número de conecciones apuntando a nuestro sitio web desde otras páginas en la Red. La construcción de vínculos es uno de los factores más importantes para obtener las colocaciones. Si bien el objetivo del SEO es lograr un buen posicionamiento dentro de los buscadores bajo ciertas palabras clave o "Keywords", todas las demás herramientas que logremos utilizar en la Web, de una forma u otra, tendrán repercusión (positiva o negativa) dentro del plan estratégico total. Fuente: Altonivel

Online Forums: Marketing Muscle and SEO Strength

By Brandon Leibowitz
E-Commerce Times
05/05/09 4:30 AM PT

Don't underestimate the power of message boards, chat rooms and online forums when it comes to building a reputation for your brand and bumping up search engine optimization. If you want to get your brand's name out there for little to no cost, seek out online forums that specialize in your areas of expertise, set up a profile for yourself, and start speaking up.

There are thousands of forums on the Web relating to any subject imaginable. Forums are a collection of people interested in specific subjects collaborating with one another. Forums even have top experts in their fields answering questions and offering advice at no cost. Forums allow for user interaction through question-and-answer boards. These boards have moderators to prevent spammers from ruining the forums' goals.

Forums are becoming more popular every day as people want to communicate with one another via the Web. Forums are a great place to find an answer to technical questions or get some expert advice. Larger forums receive thousands of visitors a day, bringing together a community of experts in a specific field or industry. Besides helping you find answers, forums can be a valuable tool for site promotion (search engine optimization), increasing traffic (search engine marketing), and proving that you really are an expert in a specific field (building credibility).

The more exposure you and your business receive, the better off your company will be in the long run. As more and more Web users see your company, they will be inclined to view your Web site and learn what you have to offer. This can ultimately lead to increased sales for your business and higher search engine rankings. You must remember that every customer has the potential to negatively impact your business with a negative rating or feedback; be sure to treat customers with the utmost respect and courtesy so they will recommend you to others. [+]

Dos de cada tres empresas son usuarias de la 'e-Administración'

Por primera vez, más de la mitad de las microempresas disponen de acceso a Internet, según el Informe anual del ONTSI.

El 67,1% de las empresas grandes y pymes españolas se relaciona con la Administración pública por Internet, lo que supone un incremento de 5 puntos porcentuales respecto al año anterior. En el caso de las microempresas, el uso de la e-Administración ha subido en 5,5 puntos en el último año, elevándose al 40,9%, retornando cada vez mayor número de documentos de manera electrónica y bidireccional.

El Informe “Las Tecnologías de la Información y las Comunicaciones en la empresa española 2008” del Observatorio Nacional de las Telecomunicaciones y de la Sociedad de la Información (ONTSI), que se elabora con datos del INE, señala que el porcentaje de empresas con problemas de seguridad se ha reducido a más de la mitad en tres años, situándose en los últimos 12 meses en un 11,2%.

Estos datos indican que en España el uso de la telefonía móvil como medio de acceso a Internet se incrementa en 5 puntos porcentuales en un año, alcanzando al 29,4% de las empresas con Internet. Esta conexión se acentúa aún más en las empresas medianas y grandes con un 42% y 66% respectivamente. En el caso de las microempresas el porcentaje se reduce al 18,2%, con un incremento de 4 puntos porcentuales respecto a 2007.

La principal carencia, las páginas web corporativas

Uno de los aspectos en los que las empresas todavía no han apostado de forma contundente es en la presencia en la Red a través de páginas Web. Sólo el 57,5% de las pymes y grandes empresas dispone de web, aunque este dato se ha incrementado en 6 puntos porcentuales en el último año. Entre las medianas, el porcentaje se eleva al 73% y entre las grandes al 89%. Las microempresas con Internet que disponen de página web sólo alcanza el 21,4%. Los principales usos y objetivos de estas páginas empresariales son presentar a la compañía (88%), ofrecer catálogos de productos o listas de precios (57%) y posibilitar

Impacto de las campañas de marketing online en visitas de sitios web generadas en España

Numerosos sitios web apuestan por las inversiones marketing online para incrementar su frecuentación, dinamizar ciertos procesos, aumentar las ventas… ¿Qué representan esas inversiones en el seno de sus visitas? El siguiente estudio presenta una descripción general de las visitas generadas por las campañas de marketing online desde España para los sitios web utilizando estas campañas.[+]

Turning Your Company Web Site Into a Marketing Automation Tool

By Dom Lindars
CRM Buyer
Part of the ECT News Network
03/05/09 4:00 AM PT

Treat your company's Web site like a marketing campaign, and it will deliver leads, along with a whole array of other information, says Dom Lindars, CEO of Marketbright. A well-managed site offers the chance to personalize the customer experience and gather valuable data.

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We all know that simply allowing customers to purchase products and services through your company's Web site isn't enough anymore. Now accustomed to second-generation Web technology, most customers no longer will choose to spend time at self-service sites that can't provide the customized, specific information that they need to make buying decisions.

However, many corporate Web sites are little more than brochureware. They treat all potential customers the same, not as individuals, and can't direct them to specific material that interests them. Worse yet, if visitors dare to surrender their real contact information, outdated sites badger them with automated email blasts and phone calls from sales people. Behind the scenes, many of these companies don't have accurate lists of prospects, much less the ability to target these visitors intelligently, and this approach to marketing only serves ultimately to drive away prospects, which impacts revenue and the bottom line.

Unfulfilled Potential

Many marketing organizations additionally waste a lot of time and effort on the Web site -- think of the effort your marketing team puts into building an email blast, a white-paper offer or a landing page. You work hard to launch each individual piece of collateral, and then are forced to move on to the next time-consuming task without ever giving that asset the chance to fulfill its lead-generation potential.

Enter the next generation of marketing automation . Today there's absolutely no reason that a subpar Web presence should undermine your marketing efforts, and by leveraging available technology you can personalize your site so that customers get the information they want and can use it to solve business problems -- through your products and services.

The first step is to stop thinking of your Web site as distinct from your marketing program. See it as a valuable, meaningful campaign that can give your marketing efforts a boost in a cost-effective and even viral way. You must go beyond viewing the Web site as an IT requirement to support business and embrace it as a unique opportunity to create loyal customers that treat your company as a preferred provider and as a result buy more from you and recommend you to others.

Pick a Platform

Using new tools, you can make sure campaigns and events go up on a Web site at the right time and come down before they get stale. In choosing a platform for your next generation marketing efforts, here are some of the crucial functionalities that you should look for:

• Membership management that enables you to create member account pages with secure login and links to all events and offers members have accessed in the past, as well as connections to their account team and colleagues.
• Updating of preferences, transactions and landing pages that keeps information about customer activity and interests current and enables further personalization of offers.
• Lead generation that keeps you on top of leads as your site produces them, and allows you to score and prioritize them so your sales team goes after the most promising prospects first.
• Web analytics that allow you to analyze customer responses, track success rates of individual aspects of a campaign and make corrections to close the loop.
• A dynamic list of all your events and promotions, generated without a webmaster's intervention, which ensures that visitors receive the freshest information and is also easily indexed by search engines, helping to drive organic traffic.

These tools make both your Web site and online campaigns flexible and responsive, while enabling your marketing team to learn what works during a campaign or event, not after it, and thus adapt on the fly to improve results. With detailed Web analytics and data, a sophisticated marketing automation platform allows marketers to anticipate the preferences of their customers, and through them the larger market, and to create campaigns with the very best chance of success.

IT End-Around

Furthermore, they do it without using your company's scarce, expensive IT resources. Today's automation tools let marketers -- the people who really understand the content -- publish directly from their own desktops or Web browsers and keep their microsites up to date without waiting for the support and involvement of IT teams. On-demand marketing automation is a cost-effective way to minimize reliance on in-house IT while ensuring continuous access to your Web site for both your marketing team and customers regardless of location or time of day.

Ultimately, you can't just manage content if you expect your campaigns and events to succeed -- you have to personalize the customer experience. Customers are rightfully impatient, so you must not only give them accurate, timely information about your products and services, but also present it in the right form, at the right time, and in the right way. Your Web site 2.0 accomplishes both of these tasks, while simultaneously keeping your sales team informed about how and when to approach the best prospects and nurture them through to becoming valuable customers.

Your Web site is a campaign -- treat it like one, and you'll get the results you need to jump ahead of the competition.