Search Engine Optimization
Search Engine Promotion
Written by Stefan Martinovic for Gaebler Ventures
Search engine marketing is helping many small business to ramp sales to a level that would otherwise never be possible.
Since the advent of the internet, users have needed a way to sort through the seemingly endless pool of web pages in order to find pages that are most relevant to them.
Search engines such as Yahoo!, Google, and Lycos soon emerged as the answer to their prayers.
Unless you've been living under a rock, you no doubt know that search engines are computer programs accessed via the web that filter and sort web pages through the use of keywords.
As a small business owner, it is important to recognize not only the benefits that search engine promotion can have for your business, but how disregard for the power of search engines can be detrimental to your company.
Search engines can be very useful tools in helping you reach customers who are in the market for your company's goods or services.
Users who perform searches on internet engines direct their attention to looking for very specific pieces of information. If the user performs a search for Italian shoes, the engine will produce a list of all website hits that are most likely to fit the user's needs.
If your company is in the business of selling Italian shoes and you have effectively promoted your site via the search engine, your company's website will most likely be one of the first to appear to the user.
By utilizing the power of search engines, even smaller niche businesses can reach a wide array of potential clientele by letting the customer do the legwork and performing the search for the provider of a desired good or service.
This is the digital age, and needless to say, companies of all shapes and sizes have established homes on the internet. Your competitors, both large and small are surely no different.
E-commerce thrusts your business into an entirely new marketplace where the amount of potential consumers reached grows exponentially, as does the amount of competition. Most internet savvy business owners do their utmost to promote their website on search engines, understanding that they are one of the primary resources that potential customers have with which to locate their products.
While local advertising may direct area customers to view your website, one of the key benefits to website development is the ability to market your products globally. As consumers worldwide use search engines to locate relevant goods and services, promoting your company's website on these engines would seem to be a necessity. A disregard for effective search engine promotion means facing the reality that your website is not reaching the same clientele as your competitors.
Marketing your company's website effectively means boosting positioning by understanding how particular engines rank their search results. If your website appears toward the bottom of a search where your competitors' sites are listed before yours, it is less likely that the user will view your site altogether.
Certainly relevance and keywords are primary criteria in determining where your site will rank among search results. Effective keyword research and positioning can help boost site rank and bring more hits to your webpage and effectively boost exposure.
Many search engines also include pay-per-click advertising based on monetary compensation, and determining if this is a wise or necessary investment is yet another factor to consider when effectively marketing your company's website on search engines.
Determining the needs of your company and your website's current capabilities will govern an appropriate search engine promotion strategy. It is important to take an overview of your current internet promotion strategy and implement a plan that will allow you to boost exposure in an effort to stay ahead of the global competition.
Stefan Martinovic has an extensive body of work across the financial services, manufacturing, and retail industries. He is currently pursuing an MBA in Management and Entrepreneurship at The College of William & Mary.
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