Marketing on the Web can be a free process

So you've got your Web site, you’re up and running on the Internet and have had some success with drawing in new customers. But you know there's more out there. Lots more.

Tschanen Brandyberry

Jan. 1, 2020

2 min read

So you’ve got your Web site, you’re up and running on the Internet and have had some success with drawing in new customers.

But you know there’s more out there. Lots more.

That’s a benefit of search engine optimization and search engine marketing. Gigi Ho with Digital Performance says, “marketing is awareness and sales is revenue.”

There is a difference between optimization and marketing, she explained to attendees of her CARS seminar Wednesday. Search engine optimization is free and is using keywords and key phrases on your Web site. They keywords related directly to your business and communicate your message to your customers.

The key in optimization to get them high ranking in search engine searches, Ho says, is to have them be correct for your business, used in the right spots on the site – like in links, title tags and header tags, among other places – and used in the right frequency.

“This is you working your Web site searching your keywords so you need to know what your audience wants so you can place your keywords,” she says.

On the other hand, search engine marketing does cost, and you have to do your research.

“You might say ‘I can afford $5 a click,’ but what you don’t know is how many clicks (you’ll get),” Ho explains. “So you might budget this much and get more clicks.”

Her presentation also included other ways to implement, maintain and build on an e-mail marketing program.

About the Author

Tschanen Brandyberry

Tschanen Brandyberry is Special Projects Editor for the UBM Americas – Automotive Group, moving into the position following roles as managing editor of Motor Age and associate editor of Aftermarket Business World. She joined the Automotive Group in 2006 after working in editing and writing positions at The Morning Journal in Lorain, Ohio, and The Daily Chief-Union in Upper Sandusky, Ohio, in addition to public relations agency experience. Tschanen is a graduate of the E.W. Scripps School of Journalism at Ohio University in Athens, Ohio.