One aspect emphasized by successful search engine optimization companies like Excelsior Internet Marketing is to regularly update website content. Both search engines and Internet users like fresh content. Search engines are set up to identify newer written content as a sign of a more useful website. Search engines don’t look for videos and photos, so site optimization must include keywords identifying those materials that the search engine will find. People who view the site appreciate written material as well as pictures and video that has been added recently, even if they were specifically looking for information that was posted a long time ago. They have an instinctive sense that no new content means that the website is being ignored and may no longer be all that relevant.
The style and intensity of online marketing efforts naturally depend on the type of business and the audience it wants the website to attract. Consider two restaurants in one medium-sized city. An upscale restaurant that has been around for many years and never lacks for clientele probably will not need a great deal of online marketing. The owners will probably want to have the menu on their website, along with some pictures of the place and general information, but they may have no need for frequent updating of any site material. A sports bar and grill, however, competes with dozens of similar establishments. They need more regular updates to the website that can be provided by an SEO company.
Both of these businesses can benefit from social media management services from that same company. This is a way of interesting potential new customers, but it is especially effective for building stronger loyalty and a sense of community among current clientele. The restaurants can promote daily specials on social media and encourage people to post comments. With people today being so accustomed to communicating online, they appreciate the chance to communicate about a restaurant they particularly like through social media. This is also a form of word-of-mouth advertising, since some of their social media followers and friends will see that they have commented or liked a page.