Internet User Behaviour
At first a web address was enough to allow a website to be found and users were comfortable to visit sites which were shown using this search concept. However, it was very quickly found that long names and particularly typing errors soon put users off.
The winners were very quickly those with short and original web addresses.
For example: Auto.de or Hotel.de.
and for example:
Google, Yahoo, Altavista oder Ebay.Or those using a company or a Surname.
The respective marketing at this time either accelerated a success, or, made it flop. The fight for names began, which also led entities to have to deal with brand rights.
There were the winners that expressed themselves with for instance, theme orientated names, which they had protected or copyrighted and these winners could achieve in some cases up to six figure sums.
However as the use of names was taken up, people were forced into longer and longer Web addresses such as www.Dachdeckermeister-Mainz-Loehr.de and that naturally did not help the situation.
The fact is; extensive evaluation has shown that websites with carefully selected wording (and keywords) are listed within the first 10 search results, will be visited by relevant persons and will profit.
Statistics show that since the establishment of Google, Yahoo and MSN, the use of the internet has grown very rapidly. The most popular search machine is normally setup on a user's computer as the start page when opening the browser, and, naturally is used. Evaluations have further proved that nowadays, instead of a complete web address, only a single search word or phrase (keywords) is entered into a search machine. Think about your own search behaviour. A good example is one of the most frequently searched words "Ebay"
According to the Spiegel there are a daily 200 Mio search enquiries that will allow anyone the opportunity of commercial success, if their website is well placed within the search results shown to the prospective enquirer. Therefore it is quite clear that for ones own enterprise, products or services, it is well worth looking at these search enquiries closer.
In past evaluations, it has also been shown that most search enquiries comprise of one or two words, for example "car or "car lease" and sometimes also include the town, city, or area name. The recognition of this phenomenen is well dominated and respected very much by the big-players.
Companies that are already online have past recognised the necessity to optimise their advertising effectively and efficiently. Nowadays it is not enough to offer only the web address to become successful, rather to additionally optimise your website to search words and phrases if you would like to appear in the first 10, or even 5 search results shown to an enquirer.
One should also consider the site content. Does this content correctly fit to the keywords? If the user finds themselves on your site, but the content does not match the information they entered in their search enquiry they will quickly leave the website and their annoyance may spread.
As an example: For your searched word „Car rental“ you are sent to a house rental or mobile telephone website that happens to be selling a telephone called "car"
For these reasons, every private or business person should decide upon a budget for suitable Internet marketing, if they wish to present themselves in the internet. This budget does not have to be large and will ensure that the required investigation and optimisation of their website can be completed.
It is also prudent to point out that without the correct optimisation or with no optimisation, the chances of a successful web presence are today very low, and, if not correctly optimised, your website designed with care and accuracy can in fact prove to quickly become an ellaborate cost in time and money rather than a successful web marketing achievement.
If you decide that the responses you receive from your optimised website are not enough and you want more, you can further increase your success using one of many search machine paid positioning services such as in the case of Google, AdWords.
What more is there with Internet search machine marketing?
It is very important to be found in the search results of the most used and largest search machines. Your potential customers and business partners nearly always inform themselves of available suppliers and opportunities by searching the internet first. Should you be lucky to be found, but maybe only in some catalogue showing just an address, it may not be enough to gain their interest.
Nowadays it is also not sufficient for regional craftsmen or service providers whose success is dependent on business from their area to be listed by perhaps only their name. Imagine your a plumber in London, but "plumber london" does not show your service! Or only shows your name and no telephone number or any additional information to attract your potential customer's attention.
In internet terms "a visiting card" with a picture, Text, Service description, Hours of Business, Address, Telephone, Fax, E-Mail or better your own website should be your minimum goal and this should be optimised to draw the "relevant visitors" and not "irrelevant visitors" to your website.