5 Common Misconceptions of Web Promotion

Joelene Wickens-Orlando

September 12th, 2003

There are a lot of misconceptions out there about Web site promotion. Many small businesses find it difficult to separate hype from the real thing. One way to point out web promotional services that are complete farces is to read between the lines. One of the most common things that I hear, especially from novices that are beginning to get their feet wet in terms of promoting their new business online, is that there are tens of thousands or even millions of search engines and it’s imperative to be listed in all of them. One million search engines? Umm, the truth is that there are only roughly 200 or so search engines, and the fact that the value of being listed in any but the top 30 search engines is the best way to go. Why list in the lesser search engines if it isn’t one of the most popular ones out there? Think about it, if you go search for something on the web, are you going to use ‘Google’ or one of the lesser search engines that basically the majority of the average user doesn’t even know it exists? Moving right along…

The fact is that you can have one of the most creative, entertaining, and state-of-the art website out there, using the best promotional tactics and it doesn’t do any good to have it if no one can find it! Here’s a reality check for you folks out there. There is no chance in any lifetime, that once you set up your website, that you can sit back and watch the profits roll right into your bank account. It just doesn’t work that way. But the fact remains, you do have this great website and you don’t want to fall prey to those promotion scams along with the misconceptions, which are far too numerous to mention. The key thing is to use some common sense, and use the right methods to exploit your marketing power. Here are five of the most common misconceptions you want to avoid, so you can make your online marketing strategy a success.

Misconception #1: “There are one million search engines!”
Not. Like I mentioned earlier in this article, there are at most, a few hundred, real, and solid search engines. Those are the ones you should submit to. If you ask anyone of your friends or family members, which search engines they use the most, you will find that they use the most leading ones. In fact, a majority of the users will use the leading ones. If you’re currently ranked at 5,215 out of 2.5 million results, do you honestly think you’re going to get much attention? Please do list with the leading search engines if you want to see your online business go somewhere. (I presume you wish to go ‘up’.)

Misconception #2: Free and Hassle Free Search Engine Submission
This is another major trap that many businesses get into. Stay clear of any services that claim that it’s free and easy to submit. Granted you don’t need to spend a whole lot of money, but there are monetary requirements to generate significant quantities of traffic. No one wants to deal with hassles in any aspect of everyday life, but running an online business will always have its hassles. What many people may not be aware of is that services online that provide submission ‘without the hassles’ come with a hefty price tag.
Folks, hard work is required to make your online business a success. If you’re not serious about putting in some serious time, since no site markets itself, then maybe you’re in the wrong line of work.

Misconception #3: Budget restraints will make it impossible for me to succeed online
You must not be doing your homework! There are many low cost to free promotional tactics that you can use to implement. Many small businesses are successful just by spending under $1,000 a year on advertising. It’s not about the money, but most importantly, the effort and time you use in place of the funding you don’t have. Banner advertising, putting out your URL everywhere, and using direct email campaigns are among the few very low cost strategies you can use to get your business noticed.

Misconception #4: META Tags are required to be an online success
Seriously, who is giving you this line of garbage? Sticking META tags on your pages will not bring you traffic and sales. Many of the major search engines don’t even look at META tags any more to determine your ranking in the search engines. If you’ve been doing your research, you’ll see that the leading search engines now use keyword destiny as well as how much traffic is going to your site through links, banners and other forms of advertisements. The key to your success is how much ‘targeted’ traffic that converts into sales that gets you the ranking in the leading search engines. The more traffic you receive, the better your ranking becomes. It’s a bit of a catch 22 as well. If you don’t get seen, then you don’t get the traffic to help you in the rankings. That’s why it’s important to have a diversified marketing plan.

Misconception #5: The web is the most efficient form of marketing there is
The Web has the ability to reach many potential customers, and give your customers immediate access to information that it might take them days or weeks to get otherwise. The Internet is a wonderful tool, and it increases your opportunities in the playing field to get additional revenue. But it’s not the only means and it isn’t necessarily the most efficient form of marketing alone. In conjunction with other marketing mediums, actually will enhance your online presence. Think of it in these terms. If you’re new online, chances are that you’re not receiving immediate traffic, but the more you display your URL, advertise in various marketing forms, and promote through traditional means, you’ve increased your chances of getting noticed. There isn’t one particular marketing ploy that works solo. It’s a combination of the overall marketing strategy that complements the whole promotional package.

By using these guidelines, you should be able to increase the traffic to your site significantly. Hopefully these ‘misconceptions’ will put you on the alert and gain some knowledge on how to proceed further on your website promotional expedition. Keep in mind that it doesn’t need to get expensive, but most importantly, the efforts require only a good dose of time and hard work. A wise man once said, “Rome wasn’t built in a day.” ______________________________________________________

About the Author: Joelene Orlando is a Web enthusiast and a staff writer/consultant for eMarketing Answers with a broad knowledge of topics covering Internet marketing and communication strategies for both consumer and small business owners. http://www.emarketinganswers.com is dedicated to providing free, comprehensive emarketing resources and online promotion tools.