Basically, marketing is about helping customers/prospects find your website/business - looking to grow your business, increase sales leads, or lower customer acquisition costs. You've already read about one way to do that, but smart marketing means you'll use a combination of both SEO AND PPC. Call it online search engine advertising if you will - it works and generates new business. To be even more specific: organic search engine optimization is the process of optimizing a web site or page so it ranks well in the free listings of the search engines. This is the best (and least expensive) option for getting visitors. Why? Visitors click on free organic listings more often than paid listings.
Something else you need to know so you realize just how important this is for your site. Just about 65% of business websites were created solely for customers without any search engine optimization. Translation: two thirds of businesses on the web are in the bottom of engine results. Since approximately 85% of online sales come from search engine traffic - you've got a problem.
Without getting into too much detail about "how-to" accomplish this organic optimization - suffice it to say the methods are called "White Hat" and involve keyword research, key phrase placement in your Meta tags and content, and the application of special formatting such as headers, bold and bullets.
Remember to do both online AND offline optimization. This includes regularly submitting to directories, writing press releases, submitting articles, and getting other links pointing back to your site. To get relevant links - start a blog about your key phrase. Link from it to your web site, and keep the content on both fresh and original. The good news? 70% of search engine users visit organic sites, and 50% of them select the top results. Imagine what that will mean for your marketing site.
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