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Companies looking to internet marketing consultants to enhance website promotion should remember a few things about what online marketing is not, according to one expert.
Writing on Fresh Business Thinking, Nikki Pilkington said that one of the most common misconceptions about e-marketing is that it is all about attracting a high level of traffic. “If those visitors disappear again straight away, it’s pointless,” she advised. “The real measure of a site’s success is in the business it generates.”
Once a site has achieved a high website ranking, another myth is that the host can sit back and enjoy the prestige, Ms Pilkington added. As there are always thousands of sites competing for the same keywords, maintaining a high ranking requires constant work.
Meanwhile, another internet marketing no-no is trying to “fool” search engines by hiding extra keywords in tiny fonts or invisible text. Search engines do not like to look like fools and will punish the host by diminishing its ranking or even banning it outright.
According to information marketer Ryan Healy, who recently wrote an expose of fraudulent companies, there needs to be more accountability on internet marketing firms to stand up to some of the wild claims they make.
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