Ian Lurie

Web marketing encompasses a wide range of electronic means to get your product in front of potential customers. Market your product through your business's website, through other people's websites, in their e-mail, or on their phones — nearly everywhere. Market your goods and services effectively by using tools like such as strong SEO terms and pay per click, and by analyzing your marketing campaign every day.

As a web marketer, finding “dead” pages will help keep your site running properly. Your site may have pages search engines never seem to find. Those pages may be buried deep in your site navigation, or you may have search roadblocks that shut out the search robots. Whatever the case, dead pages are missed opportunities.

Most web marketing reporting tools don’t show referrer data front and center on the main dashboard. You need to drill down to find and retrieve it. Using Google Analytics as an example, the following walks you through the steps of finding your referring sites and introduces the common metrics you see along with those sites.

MSN adCenter can be a useful tool for web marketers. After you gain experience, you may want to adjust your keyword list. When you created your account, you may have chosen to accept the default options when you entered your initial keyword list. If you did, the match type was broad and the maximum CPC was applied to all keywords in that ad group.

If you’re working with a web designer for marketing on your website, you need to know whether your designer is formatting your website with Cascading Style Sheets (CSS). This is important because a website can be designed on one computer yet appear totally different on the next. This is a browser and operating system issue as well as a display issue.

Good marketing-focused web design is more than adding fancy colors and a visually exploding, movie trailer–like splash page; the layout needs to complement your branding while also inspiring visitors to take action. The “action” is that your visitor either clicks one of the links provided in the layout or progresses through the content on the page.

To best market your products, you want your website to answer certain questions: What do people look like when they’re using your product or service? What lifestyle do they lead now that they finally took your advice? Good design means using photos well to describe more than just your company image, for example, the outcome of using your product or service.

While working to optimize your site for web marketing with search engine optimization (SEO), it’s important to know how to avoid penalties. Website owners often make the mistake of looking for the Miraculous Path to Search Engine Greatness. One does not exist. SEO is a long process. You need to write, optimize, build links, and slowly work your way up.

Google+ is a relative newcomer on the social networking scene. It allows you to rate and rank to assist your online marketing campaign. Unlike a bunch of false starts that Google has had in this space, Google+ seems here to stay: It’s gained 100 million users in months, and Google’s promoting the network using its dominance of search.