Are your campaigns achieving what they should be? Optimising your web presence is the ongoing process of honing and adjusting your website and marketing copy to ensure that you are reaching the correct audience, capturing their attention and directing them to carry out the desired action.

The secret is in the word continuous; the dynamic nature of the internet is a revolution in customer communication because it offers immediate learning from your online marketing efforts. This allows you to adjust your web presence in real time to maximise its effectiveness. Gone are the days of launching a campaign and hoping for the best!

The IAB search council has identified the 7 questions you should be asking to best optimise your web presence:

1. Do you know what influence online has on your sector?

2. What should your website be doing for you? What’s it for?

3. How are your competitors using the internet?

4. How are you optimising your web presence?

5. How good is your Pay Per Click (PPC) search?

6. How good is your Search Engine Optimisation (SEO)?

7. Is your web presence compliant?

The answers to all these questions can be found in the guide to optimising your web presence available to download below. Ensure you are not missing something you really shouldn’t be missing!

• Downloads Available

• The IAB guide to optimising your web presence (152k)
  Ensure you are reaching the right audience, capturing their attention and directing them to carry out the desired action.

• If you would like a hard copy of the optimising your web presence document,please email Jack at the IAB