| Pierre on the Electronic Frontier |
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| Written by Pierre Maré | ||||
Page 2 of 2 Taking as look at the vast amount of
variety that is available within those two categories, it is obvious
that identification of the elements can add depth to online presence.The obvious point to begin is with the brand’s own sources, knowledge that is freely available within the organisation. This is time consuming but necessary. The next point to visit is linking to other sites and online presences. The important point to note here is that the economy of the web is underpinned by traffic. The more unique visitors and the more page views, the better for the website. This means that most websites, with a few exceptions, will be happy to accept a link to your site. The exceptions are specialised sites, which try to limit their unique visitors to those who are most relevant, and sites, which charge for content. If you want a ready source of new content, contact the website editor or administrator. He or she will, with very few exceptions, accept links from your page with some level of gratitude. The corollary to this, is don’t even think about copying content onto your site unless you are prepared to pay. You can easily link to non-copyrighted video and free software downloads, but be wary of placing the actual files on your site as this can be a strain on your own bandwidth and may create the burden of repeating and synchronising the various legal requirements. It is also worth noting that brands are used in conjunction with other brands. So for instance, a car site may benefit from links to an insurance site on the one side of the coin, and a customisation site or travel site on the other side of the coin. However, be very wary of relevance. Irrelevant links rub off on the brand. Don’t link to too many irrelevant sites, or your own site may lose focus and become irrelevant. The fact of the matter is that there is a vast amount of content out there that can be harnessed to almost any brand. It takes a bit of effort, but there is no excuse for a static site. Next: SEO & other deeply confusing stuff |
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