What not to do in online marketing

As businesses increasingly look to online marketing campaigns such as search engine optimisation (SEO) and pay per click to promote their operations, they have been advised on what not to do.

Guy Kawasaki, in a post for bMighty, said that there are a number of things companies can do which may actually hinder the take-up of their online products and services.

The first is sites that request online registration, as he claims content should first draw a web user in before demanding they sign up.

He adds that a URL should not be over 70 characters long as this can result in a line break when it is copied and pasted, meaning it cannot be clicked on.

Mr Kawasaki also recommended offering a search function on websites and ensuring that any usernames and passwords are not case sensitive as it may be more likely that users type them incorrectly.

However, when it comes to online marketing there is plenty of advice on what businesses should do.

Peter D, writing for SEO Book, recently stated that to achieve success, firms should take the time to predict any likely trends when they create and plan their keywords and search terms.

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