More and more businesses around the world are utilising the Internet as a way to market themselves, through website development and ongoing online promotions.  Whether a company is a ‘brick-and-mortar’ operation that wants to expand its market by having an online presence, or a purely Internet based e-commerce organisation – marketing is just as crucial online as it is elsewhere.  While online promotions are a mixture of both organic and commercial campaigns, it is the search engines that hold the key for many businesses who want more market attention.  For a company selling Whirlpool and spa bath products either online or offline, competition can be very high, and a good ranking on the major search engines can make all the difference between failure and success.

Most websites receive the majority of their traffic through the major search engines, making them a crucial stepping stone in all online promotions.  A page one ranking on Google, MSN, and Yahoo can have a huge effect on the amount of visitors that a website receives, and there are some things that all websites can do to give themselves more chance of a high ranking.  The search engines rank pages based on a number of factors, including keyword relevancy, content quality, content uniqueness, page popularity, and page authority.  While the exact algorithms used by the major search engines are still a mystery (and probably always will be), any search engine optimisation (SEO) campaign needs to take both on-page and off-page promotions into account.

On-page promotion refers to setting up your individual page especially for the search engines, including the HTML TAG codes, keyword choice and density, and the quality of content on your site.  Off-page promotion, in contrast, refers to how your website is referenced by other sites, and is normally carried out by attempting to get incoming HTML links from related third party websites.  For a company selling Hot tubs and spa baths online, a few quality inbound links from other respected spa sites could do the world of good.  The search engines are one of the major keys to any online promotional campaign, and the right mixture of on-page and off-page promotion will ensure that your business receives the attention it deserves.