Search Engine Optimisation - Tips and TricksFew businesses have problems understanding that they will need to use different methods for marketing their business offline e.g. putting your URL on all your vehicles, stationary etc; attending expos and conferences; advertising in multiple magazines and media; network. However, when it comes to developing strategies for online marketing, there can be confusion about where to start.

Frequently, a business will rely on the search engines to drive traffic to the website, either through organic listings, or from Pay Per Click. Some agencies only offer SEO (search engine optimisation) and SEM (search engine marketing) which both, as you can tell from the names, focus on the search engines. However, an update on Google (for instance, the infamous Florida update) can leave you watching your traffic stats plummet to zero if all you rely on for website visitors are the search engines.

It has taken a very long time for many to realise the need for diversified strategies that cover multiple bases to draw traffic from many sources. For small businesses, this is still somewhat of a minefield, and often it can be difficult to find the budget or sometimes even justification for spreading the marketing strategy across a variety of techniques. For larger companies, it can be extremely difficult to decide which and how many strategies to deploy. However, looking beyond the search engines does work, and it is essential if you want to find your target audience and promote your product and services to them.

The list of places to promote your traffic is almost infinite, although there are categories of sites which you should look at to improve your marketing.

Blogs, article marketing sites, social networks, video sites, podcast sites, social bookmarks, forums, portals, and so on, all will lead you to your target audience.

Once you are clear exactly what your objectives are and who your target audience is, you can design a marketing campaign to reach those potential customers using the time and budget available to you.

For more ideas like these, take advantage of our limited offer on our latest search marketing ebook series – The 101 Guide Series and download the book now for free.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of Silicon.com's Outstanding Contribution to UK Technology