Luckily, these complex systems are mainly hidden (you do not see the code) not only from Web surfers but also from site owners. All you need to do is buy a hosted service and a decent site tool like Macromedia DreamWeaver or Microsoft FrontPage. Then, using the WYSIWYG mode, you design your pages as you want (the source code is created by the software as you design). When your pages are ready, you upload them to your hosting server.

If you intend to sell something, no problem, just get some ready-to-use shopping cart software and install it on your Web site. Now you are a Web entrepreneur.

Unfortunately, the World Wide Web has become so big that no one will ever notice your Web site when it appears - because nobody can find it. You tell your friends and acquaintances that your site exists and they are welcome to visit - but do you believe that is going to be enough? Of course not!

To address this problem, there are software products that do online promotion and management for the naive user who think that all they have to do is press a couple of buttons. Some software, for instance, submits your site to every search engine, directory and free-for-all link catalog that the software developer can find. Other programs will help you produce a doorway page for search engines or might check your current positions in the search engines.

Unfortunately, this one-sided approach is inefficient because, on the Web, the competition grows much faster than most site owners expect. In addition, the search engines have evolved into very complex and sophisticated systems with the power to protect themselves against unethical spammers. Nowadays, effective site promotion is usually more time-consuming than site creation and publishing. Smart site owners understand the only way to stand out against the competition is to use software that handles every aspect of site online promotion.

Our software developer team listened and acted. As a result - The 'Integrated Approach' is now the basis of Web CEO - a complete suite for Search Engine Marketing and Conversion Increase.

What is The Integrated Approach?

The Integrated Approach assumes there are three key tasks of site management that are repeated in cycles to maximize feedback from any Web presence. These tasks have a simple formula:

PROMOTE - ANALYZE - MAINTAIN

'Promote' simply means incre even after you published it, because no one knows it exists and you are not found on the search engines when people search for terms relevant to your offering.

Promotion means efficiently communicating your message to your target audience - mainly with the help of the search engines because these are central to how potential customers will find you. The aim of this stage is getting traffic to your site.

The Integrated Approach requires that, at the promotion stage, you complete several subtasks so to drive suitable visitors to visit you. These subtasks include researching keywords, optimizing pages and site structure, submiting pages to search engines, monitoring and analyzing rankings, and, finally, working with link popularity. Once all these steps are completed, you analyze the results and repeat the cycle, now armed with the extra data you need.

'Analyze' means using Web technologies so you find out more about your visitors in order to adjust things more to their needs. This stage comes when you have enough traffic due to the promotion work you have already done. Remember, only a small percentage of those that visit your site will buy. The aim of the Analysis stage is to improve visitor-to-buyer conversion. The results of the analysis stage are then used in another promotion cycle, after which your conversion should be analyzed again, repeating the process until you reach the “maximum transactions” point that you think your site can generate.

'Maintain' means making your site as convenient as possible for the audience, thus improving your visitor's browsing experience. Remember your visitors consist of humans AND search engine robots. These robots need to be fed information properly and like human visitors, they can leave your site because of a broken link. Thus, Site Quality Management is the third part of the Integrated Approach and it maximizes the results of the first two tasks. Now that you have an idea of what the Integrated Approach is about, it will be easier to understand the steps of this training course, helping you become an expert in Search Engine Marketing.

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