Online Marketing Checklist

Most of what you need to know about online marketing (without the painful details).

Web statistics

• Page views: how many pages on average are viewed each day;
• Visits: how many individual visits are made to your website (a normal ratio is 2-3 page views per visit);
• Referrers: which are the top sites sending you traffic each month;
• Search terms: what kinds of searches are finding your site.

Enquiries and sales

• How many enquiries are coming directly from your website;
• How many sales are coming directly from your website;
• How are new customers finding your website?

Content

• Decide on the keywords that you are targeting on your website;
• Keep keywords in mind when writing copy for your site;
• Pay particular attention to the wording of page titles;
• Make sure home page copy reflects the key content on your site;
• Modify home page copy regularly, particularly the title.

Links from other sites

• Reciprocal links: link to partner websites and request a link in return;
• Directories: start with dmoz.org and look for other suitable directory listings.

Advertising

• Google Adwords: Use it as a benchmark for other paid listings;
• Other pay-per-click services, such as espotting and overture;
• Paid links in directories, such as Yahoo;
• Paid links from other websites;
• Keep monitoring the cost and do your best to measure the benefits.