Article: SEO and “Marketing” Web Sites
- Internet Best Practices for
Human Resource Vendors
12 pages
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This is part 1 of our 3-part series on how to effectively use your web site, original
content, and ongoing marketing activities like search-optimized press releases and
direct email marketing to achieve the measurable results of publicity, traffic and leads.
The focus of this article is on your web site and search engine optimization (SEO)—
precursors to any effective lead generating campaign. Future articles will include how to
use original content to generate visibility traffic and leads, strategies to maximize your
online visibility and leverage the investment you made in SEO and content. You can also
download our eBook How to Reach and Engage Human Resource Buyers and Convert
Them to Leads.
The Web has dramatically changed how HR decision makers research products and
services. Companies used to rely on consultants, trade shows and print magazines for
information. But now, equal to peers, the Web is the primary resource where buyers go
to find and research human resource and employee benefit products and services. Even
if a buyer learns about your company offline, they will likely go online to find out more
about your company.
Because of this shift, you must have:
- A “marketing” Web site that is search-optimized and clearly and quickly tells the
buyer who you are.
- A Web site that engages visitors (your sales prospects) and converts them to
sales leads.
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