Promoting websites by creating a brand

It takes more to promote a website than search engine optimisation and pay per click alone, one sector commentator claimed.

Carrie Hill, in a post for Search Engine Watch, explains that website owners also need to focus on building up a brand that users can put their trust in, identify with, remember and come back to.

"[A website is] like a plant, a living thing that needs to be fed and nurtured to grow. Without food or water, it's an ugly brown thing taking up space," she states.

Ms Hill notes that people "must" install a web analytics package in order to gain knowledge about their site and run an effective marketing campaign.

Further tips the commentator offers include making pages easy to bookmark, share and email, testing the buying process to ensure it works and examining what competitors are doing well.

In an earlier post for Search Engine Watch, Mark Jackson stated that website content was still "king", as long as it was effectively promoted.

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