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[ Focus: Online marketing ] media work have done and other relevant news; and


n Remember to include an option for them to unsubscribe from your updates so that you stay on the right side of data protection laws.


3) Optimise your website for the search engines Think back to the last time you bought something online or you researched a new service. You probably began by looking for suppliers through a search engine, most probably Google. Say you needed a new accountant, you would have put ‘accountant’ into Google and clicked on two or three of the first links that appeared.


You can increase the likelihood of your website appearing high up the listing when people search for, say, ‘domestic electrical contractor in Leeds’ by doing the following: n Including the relevant words – in this example ‘domestic’, ‘electrical’, ‘contractor’ and ‘Leeds’ – frequently on your site;


n Making it easy for the search engines to access your site by keeping it simple and text-based; and n Providing content that visitors find useful.


The main search engines all offer their own advice on how to optimise your website, so it’s worth looking at their tips before you compile your website or add content to an existing site or blog: n www.google.com/webmasters n help.yahoo.com/l/us/yahoo/search/ webpublisher


n help.live.com/help.aspx?mkt=en- us&project=wl_webmasters


4) Online advertising


A quicker way of appearing high on the search engine rankings is to pay for it. The results that appear on the right- hand side of the screen or across the top are paid-


Think about where your potential customers tend to go online


for advertising. You can bid on certain keywords, such as ‘electrical’ or ‘Leeds’, and the firm that has bid the highest amount for that word will appear at the top of the list when someone searches for that word. Beyond that, you could consider advertising on other


people’s websites. Think about where your potential customers tend to go online. If there is an obvious site, then you could consider approaching the owner directly. Another option is to go through an online advertising network, which will display your ads in suitable places and only charge you a fee when someone clicks on them.


SHUTTERSTOCK


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