General Concept
No one doubts about the growing importance of Internet commerce and
almost every body knows that one of the key elements in this matter is
the visibility of a site, and that means, the possibility for a user to
find a place that provides a service or has information that he/she is
searching for.
It’s accepted that more than 80% of the traffic often comes from search
engines, and that few big networks like Google, Yahoo and MSN, capture
almost all the user requests for information.
The problem is then, what can we do in order to receive a certain amount
of the generated traffic from the requests formulated by world users to
big engines?
The answer is quite complicated, extensive, and dynamically changing
according with many factors, specially the technological ones.
Some people have compared the actual situation of the e-commerce, with
the old and famous gold rush in the US west, and some refer to the
search market as the Holy Grail of the internet advertising.
Let’s just say for the moment, that you may buy visibility by buying
partial traffic generated around a certain keyword (Pay per Click or ppc,
paid to a search engine or a content page). Programs like Adwords,
adsonnar and kanoodle may give you “filtered traffic” already tuned
coming from users that are searching your product or service.
How much (if any) do you need to invest on such services, depends on the
global strategy that you have for your product/service, and also, of
course, on the availability of cash.
Also, you may pay for non-tuned traffic coming from the traditional
banners (pay per click or impressions paid to a network that places your
ad in a site not necessarily with a related topic), in which a reader,
by chance, sees a random banner in the screen that happens to be of
his/her interest, and eventually clicks on it.
Whether or not you buy traffic, it’s very important that your place may
be found by search engines with their “natural” searches. That is when
this topic (SEO) becomes an art, nobody has the ultimate word, and
nobody can say that he/she has the answers. However, after few years of
pursuing good placements in main search engines, it’s possible to
identify some concepts that are worth sharing, and appear to be true for
the majority of cases.
In the following pages, we consider some elements related to Search
Engine Optimization. They are merely parts of a bigger puzzle; of the
complex and changing internet marketing. It will depend on the
particular business model of the site the way all these parts will be
fine tuned and implemented.
Relevancy
