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 [email protected]

In The News:

Web Application Developer  Charlotte Agenda
Free training course on web development  The New Indian Express
The Future of Web Development  Business 2 Community

Maximizing ROI via Web Site Traffic Analysis

We are clearly well past the innocent "golden age" of... Read More

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

Beware the Software Siren

I've heard several prominent web marketers mention in their classes... Read More

Website Success is Key

The popular search engine Google indexes over 8 billion websites.... Read More

The Birth of a Professional Web Site

The Internet has opened a whole New World of opportunity... Read More

Website Imperatives and Solutions

When you take a look at the most visited sites... Read More

Is Your Website Innovative? Increase Your Business Over Night!

While studying online for IT investment opportunities, I found that... Read More

How Improving Your Sites Usability Can Increase Your Buyers by 40% and Boost Each Order By 10%!

With all of the factors involved in designing and building... Read More

Beautiful Web Sites Seldom Make More Sales

Designing an E-commerce Web site is not as simple as... Read More

Internet Marketing Website Promotion -The 7 Biggest Mistakes I See People Make With Websites!

1. Many people are not getting good or complete advice.... Read More

How to Maximize the Value of Every Visitor to Your Website

While most marketers are beginning to understand the critical importance... Read More

HTML Editors - How to Choose the Right One for Building Your Websites

There are lots of HTML editors on the market, however,... Read More

Building eCommerce Websites that Work - Part 3

An interesting eCommerce success factor that isn't precisely overlooked, but... Read More

New Years Resolutions: Is Improving Your Website One of Them?

With the New Year upon us yet again, it's time... Read More

The Cost Of A Web Site

Just starting out, you can start with a simple informational... Read More

What Hosting Companies Dont Tell You, Could Hurt You?

Did you know that hosting companies overcrowd their servers despite... Read More

7 Questions to Understand Your Customer Better

Customer service questionnaires can help your clients better understand their... Read More

Learn to Build a Better Online Business Website Using Keywords and Content

Are you aware that 90% of the websites on the... Read More

MySQL Database Handling in PHP

Most interactive websites nowadays require data to be presented dynamically... Read More

Get to Know People through Websites

Web sites are not just places to sell things; they... Read More

Bring Your Visitors Back Clamoring for More! Maintain and Improve Your Web Site Weekly - Part 1

80% of your Web site is Maintenance!Once your Web site... Read More

HTML Editors 101 - Smaller Is Better

SiteSpinnerSiteSpinner is a user-friendly web site development tool that includes... Read More

10 Tips For Running A Profitable Web Site

1. Address your targeted audience on your business site. Example:... Read More

Successful Web Development: 10 Key Elements

There are many elements that are key to successful web... Read More

Linking Out is Good

Many websites I come across don't have a single link... Read More