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web site management is focussed to satisfy and attract users

| The management of a corporate web site

To be able to profit from a web site fully it requires professional management. The >> online brand management determines the strategy in regard to the look and feel and the concept of the site. The task however of the web site management covers deeper and various fields of the Internet, like its technology and the usage of innovative methods, the distribution of information with focus:
  • first to serve the users
  • and second to build a stabile online presence that complies with the branding guidelines and expands the number of revisiting users and registered users.

Purpose of a web site

A web site that is launched stands for >> the brand as such, supports and contributes to the perspectives of their owner by promoting the company and raising therefore brand awareness, additionally it is serving as a direct communication channel. It informs customers of news and events taking place, promotes new products, sells products. More over a professional web site generates Return Of Investment because when a web site only costs and does not have a healthy traffic rate or does not lead to increasing sales, sign ups or bookings, then it definitely needs attention and actions.

There is no lay back time after the launch but thorough care is required. Online promotion is truly necessary and investing into online marketing is plainly necessary. Just like in a real business that has to be taken care off, when the doors are opened, the online business needs maintenance, improvements, adjustments to the demand of clients and promotional effort to be acknowledged. The medium Internet offers us several methods to promote a web site effectively:

Web site submission:

  • The web site is >> submitted to search engines and web directories.
    First rule:
    Only quality web directories are selected to advertise your web site. The PageRank of the web site your advertisement is placed on, is of importance but promising new directories well looked after, have also a very good effect. PageRank is visible in >> Google toolbar, the web site will not be considered popular if PR is zero and therefore will have a harder time to be displayed in the search results. However you have exceptions and pageRank also grows with age of a domain, when targeted and interesting content is offered, because users like to place a link to it, to inform other users of what they have found.
  • Registering listing in paid directories like Yahoo (US $299.00 as an annual fee is required) proves very beneficial for web integration and adds to the exposure and credibility.
All clients receive a submission report to inform them at which directories and search engines the site was registered. Directories take from 3 days up to 6 months to place the actual link. Visual Orange has no influence whatsoever if the web site is accepted because this depends on its content, its structure and if it is interesting and promising to be successful.

Search engine optimization

Serves that the web site is displayed in the top 10 pages of search engines. Following has an impact:
  • programming / scripting and structure of the site;
  • file naming of the pages;
  • image naming;
  • meta data (title, keywords, description tag);
  • if search engines can read and follow the navigation;
  • respecting W3 standards;
  • existence of landing pages for AdWords campaigns
The better a web site complies to the above mentioned requirements, the lower are the marketing costs. The more search engine friendly a web site is built, the faster are the results visible of the search engine optimization efforts. To restructure a web site and newly code the navigation to make the pages accessible to the bots takes time and costs money. Therefore it is smart to start with search engine optimization when a web site is planned and designed.

User tracking and web analytics

For management of the web site a user tracking and web analytics service is highly recommended. To monitor the actual usage of the site and the user behavior and which keywords are most successful is visible in the reports this service delivers. It clearly shows:
  • How user respond to the changes implemented
  • If the number of users is increasing
  • Which search terms did users use to find the page
  • Where do they come from (country, city)
  • The percentage of the bounce rate
  • Do changes to titles and keywords effectively stimulate targeted traffic
  • Accurate measurement of AdWords campaigns
  • Identifies click fraud
  • Lets' you identify undesired users.

Link building programs

Link building is essential and contributes enormously to the display of a web site in the search results. Search engines assign popularity rates to web sites.

Without quality links pointing to the web site, it is considered not important by Google and will therefore not show up easily in the search results with targeted keywords. Not only the directories and search engines are contributing to the web site popularity factor but also exposure campaigns handled by Visual Orange.

Links can be monitored with a link management software.

Content maintenance

Content needs to be interesting and satisfy the users needs for information and requires to be updated regularly to keep it fresh. Keywords need to be present in the content with the correct density. The internet is scanned for >> copied content and copyright infringement, some people just copy complete pages and paragraphs without rewriting or rephrasing it. Google doesn't like duplicate content.

Publishing of Articles

Publishing articles on third parties web sites to prove expertise in certain fields and to generate traffic is a recommended method to raise acknowledgment.

Podcast

Prepare a presentation of new developments and innovations your company produced and showcase it as a podcast. Podcast is not a hype, but a way to communicate in a direct and compact way - lay back time, it's just like TV and there comes a face and voice with it, which makes the brand tangible for the users.

Advertisement online

Advertisement on web sites that share the same target group is beneficial, if your advertisement stands out and raises the curiosity of the users. (Interactive Flash banners).

Technical aspects need to be handled to stay compatible

Because the Internet is developing at such a rapid speed, to be informed about new possibilities is necessary. When a scripting language is used as a version that is in the state of being depreciated, then the site needs to be upgraded, otherwise when the web server receives an upgrade, the web site will stop to function in the proper way. This offers always new opportunities, as mostly better functionality and more interactivity is available. Security and stability is improved with each new roll out.

Browser Upgrades require action

When major upgrades of browsers take place some web sites can fall literally apart on the users screen, if the browser changed the way it renders the Stylesheet or the navigation suddenly fails over night. Preventing pitfalls like this is essentially important to guard the brand.