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Web site marketing department is a team of professionals whose job is to market the company's web site and find ways to bring the traffic (visitors) to the web site.

The web site marketing involves great deal of research and analysis. From understanding how the particular search engine ranks web sites to predicting which keywords will bring most web traffic, the search engine optimization expert wears many hats.

While small companies cannot afford to hire and keep the dedicated search engine optimization expert on staff, larger companies hire not one expert but the team of experts, each specializing in a particular area of the web site marketing.

There is no universal formula that defines the composition of the web site marketing department (different companies will hire different experts and one expert can have more than a single role within the web site marketing department). In this article we will try to identify few key roles of people within the web site marketing department.

Web site developer or developers is person responsible for coding the web site (code that makes web site). He or she is the person who puts together work of many different people and whose work (together with a graphic designer) we typically see in the finished web site.

A graphic designer is a person responsible for designing the visual element of the web site. Graphic, navigation buttons, etc. are all designed by a graphic designer. There may be more than one designer working on the same web site if the site is large or complex.

Copyright writer is a person responsible for developing the content of the web site. All text, product descriptions, etc. are written by a copyright writer and combined with graphical element form a finished web site.

Search engine optimization specialist works with copyright writer and web site developer in identifying the search engine ranking algorithms and implementing best strategies to optimize the web site for best ranking. While the copyright writer tries to produce a descriptive audience capturing description and content for the web site, the SEO expert looks at additional parameters such as keyword density (how many times certain keyword is mentioned within the page), meta tags and other elements that are being factored by the search engine. And since the search engine will quite often change the rating criteria used to rank web sites, the SEO expert must stay on top of the game and be aware which strategies produce best results.

A job of a marketing consultant is to look at other ways to market the web site. From billboards to printed media, radio and TV ads, the marketing consultant looks at ways to promote web site and raise awareness of the site's existence to the targeted audience. He or she may work close with the SEO specialist to coordinate on-line with off-line advertising strategies.

A role of the project manager is typically the coordination of all resources in order to reach best overall result of promoting the web site. He or she is in charge of making sure that all parts of the advertising department work together in synergy with each other.

The web site marketing department is very different from company to company. While smaller companies may have one person in charge of everything or even outsource the entire process to a third party, the larger companies with more complex web sites usually hire and have available an entire team of professionals each responsible for the certain area of the web site marketing strategy. The term "web site marketing department" is broad and can be quite vague but no matter how one takes it you will have to have someone in charge of marketing your web site if you were to capitalize from creating and having the web site.

Simply building the web site will not be enough and the old saying "If you build it they will come" does not work very well when it comes to the web site and the traffic such site will draw to the company business.