Moving To A New Web Address Things To Consider Before Changing Your Business URL

< span                            understand the ways in which       class="cap">In          online retailers create high       today's high-tech               traffic e-commerce in the first    environment, brick and mortar         place - and then, to evaluate      operations are not the only           if/how making a move might make    business segments faced with the      an impact.                      proposition of moving to a new         Durability                   location. E-commerce retail            It may seem surprising that in  websites also execute their own       the ever-changing technology of    types of moves, in the way of         the internet, being 'old' is       relocating to new web addresses.      actually viewed as a positive      No matter the business type -         when it comes to web addresses.    whether a high tech e-commerce        Domain names that have been in     website or a traditional physical     use longer than others are         retail location, the concerns         rewarded with higher values from   associated with relocation are        search engines. After all, these   similar. How can a retailer           have proven to not be              change addresses without losing       fly-by-night operations, but       ground on past marketing efforts,     long-lasting websites have         while still maintaining existing      exhibited a commitment to the      customers - and in a best case        Internet community. Such           scenario, reaching an expanded        durability positively impacts      and improved customer base?           ranking position for the keywords  In general, most understand           or key phrases of an optimized     what's involved with moving a         website and its pages.          brick and mortar operation. Let's      Accessibility                take a closer look at some of the      While brick and mortar          nuances of moving to a new web        retailers often follow the logic   address. As part of this              of "location, location, location"  exercise, it's important to           and pre-select high traffic        locations, the process is a bit       "digital" advertisements on the    different on the web. Without         internet are used with the         engaging both Internet marketing      intention of making a product,     and Internet advertising              service or website publicly        activities, online retailers find     known, often with the ultimate     themselves floating aimlessly         objective of stimulating consumer  among this sea of consumers -         purchases.                      effectively dusting the boxes          Internet advertising comes in   while their inventory sits.        two primary categories: Banner     "Marketing" is defined as a        Ads and Sponsored Search.          process or technique of               Certainly other possibilities      promotion, selling and                exist between display ads and      distributing a product or             text ads, but for our purposes we  service. For this reason              will narrow the discussion to      advertising is considered a part      these two categories.           of the overall marketing process;      Because traditional print ads   however, for this conversation we     are produced on paper, they have   will isolate "Internet                a 'shelf life' to exist in homes   Advertising" and "Internet            and business offices even after a  Marketing" into two distinct          more current issue has arrived.    categories. Let us define the        However, in the case of Internet   difference between the two and        Advertising, once a digital ad is  how they may affect moving a          turned off, it ceases to exist.    business website’s web                Furthermore, the associated links  address.                           to one's domain or website also    Internet Advertising            lose their connection. For this    Internet advertising follows       reason, a business solely          the same concepts and experiences     undertaking Internet advertising   found with traditional                as their means to sell products    advertising. Computerized or          or services must continue to rely  on this method for ongoing             In all of the above cases, the  revenues. Internet Advertising        content which is posted (text,     also does not rely on ranking         images, and videos) can be set up  position of keywords or key           to carry a link back to a          phrases by the search engines -       website. The process is called     or, for that matter any type of       "posting" and posted content has   organic traffic. As a result, the     a shelf life of years. Look at     decision to relocate to a new         any search engine; and, it will    domain name under these               contain content that was posted    circumstances will have no            to the Internet in the early       contrary effect upon the              1990s. Posted content provides     business. One only has to change      public relations and can help      the domain name associated with       drive traffic to a specific        an Internet advertisement and the     website from more places than      process continues.                 just the search engines. The       Internet Marketing              process also carries with it the   The Internet provides the          possibility for viral or third     opportunity to write and              party distribution of website      distribute articles and news          links.                          releases by posting the content.       If posting is done              In addition, submissions to           successfully, a business may       forums, directories and video         consider their website address to  sites are ways to gain additional     be “cast in stone”. Over a 12      visibility. Engaging in social        month period, from direct          communities brings yet another        efforts, as well as through viral  mechanism to connect to               and third party sources, a         consumers. Imagine these steps as     business website may increase the  a collective outreach program to      number of links to their website   let people know about a               into the thousands. Each day,      website.                           week, and month, the number of     links grows even without a            search engine ranking position     business’ direct input. The           for keywords or key phrases, and   process can be exponential.        also drives traffic to a website   If one tried to consider           from more locations than just the  redirecting these thousands of        search engines, once a website is  links to a new web address, it is     ranked in the top ten,             safe to say that by the time 100      advertising expenses can be        links were modified, there could      reduced. Over time, a business     be 200 more new ones still going      will increase its gross profit     to the old address. Under these       margin.                         circumstances, relocating a            Most Internet businesses will   website address would require         engage in a balance between        serious business and technical        Internet Advertising and Internet  considerations.                    Marketing. Because of the          Internet Marketing certainly       postings of Internet Marketing,    raises the question as to why one     why would a business want or need  would engage in this process!         to change the website address?     Although less costly than             Many possible circumstances arise  Internet Advertising, it takes        including trademark issues,        time, it is more of an                franchise impositions, or          investment, it is labor               manufacturer impositions.       intensive, return on investment        One solution for moving to a    is slower and brings issues if a      new website address is to          domain name has to be                 institute forwarding or 301        changed.                           Redirects of an old website        The answer is quite simple.        address to a new one. As the       Internet Marketing does not           number of postings increases with  require ongoing advertising costs     the new website address, the new   or total reliance on advertising.     address will slowly increase in    Because the process aids in           the ranking position for a         keyword or key phrase. When the       associated with transitioning the  new address reaches the ranking       website. The costs and time are    position of the old address, the      significant and require            transition can be made.            logistical                         The question is really how         planning. long will it take and how much        nd>About the                    will it cost to get to that           Authorpoint? There is no control over       id="authorbio"                     the search engine process, but to     class="membersnoticewhite">wait. The volume of links will        href="http://www.smartfindsmarket  take time to build again; and         ing.com">SmartFinds Internet       only links directly created can       Marketing Agency develops      be changed. The viral and third       strategies for corporations with   party websites will continue to       a sophisticated approach to        remain on the Internet for some       digital marketing. From website    time.                              development, creative, branding,   Ultimately, moving to a new        to research and strategy           website address is a significant      development to digital marketing   decision. In addition to the         to digital advertising to          advertising and marketing             measurement, reporting and data    elements, there may be important      analysis. <  technical considerations              div>                               Published At: www.isnare.com Permanent Link: http://www.isnare.com/?aid=301987&ca=Internet Got a question about this article? Ask the community! Article Tags: advertising, internet, website ...Archive >>