Online marketing seems easy enough: build a website, buy some keywords on Google, and then watch the world flock to your site to buy your products and/or services. Unfortunately, life is rarely that easy, and marketing on the internet is no exception.

Almost every mistake you can make on the web derives from the fundamental assumption that designing and building a website, marketing your product/service, and measuring the results are separate, compartmentalized activities. In fact, the opposite is true: one must approach online marketing with a holistic philosophy that recognizes the interrelatedness of, say, the structure of a website and its ability to rank highly in search results.

Ideally, your graphic designers, technology architects and coders, search engine optimization consultants, and media buyers should work together as a single organization, even if they are not from the same company. The failure to take such an approach can result in making one or more of the following Five Big Mistakes…

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