It's a given that the main goal of Internet Marketing is to drive traffic to your website. However, so many people neglect a critical element in the whole process, namely making sure that those who arrive at your website make the right call to action: be it buy, learn or contact. In order for them to do this the site must be stuctured in the right way, with ease of use and content being essential pre-requisites. Shari Thurow has written an interesting article on this subject, entitled Design Matters, which discusses the importance of making sure that you optimise your site not just for search engines but also for visitors. As Shari says:
Optimization is not only a marketing process. It's also a design and usability process.
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