keyword density and other
SE search parameters must be fine-tuned for successful search
engine promotion.
5. Promotion and Optimization
Once you've gone live with
your site, you've only just begun. The world of ecommerce
is fast-paced and cutthroat. And if you don't promote your
site to search engines and to potential buyers your chances
for success diminish accordingly.
Today, site success depends
on promotion - search engine promotion and eyeball promotion.
You can promote on a shoestring or you can launch a pedal-to-the-metal
campaign with banner ads, Google Adwords, links building
and opt-ín cultivation. If you aren't SEO-experienced,
you'll be best served by professionals who can track site
activity, develop useful metrics and devise and implement
a strategy for improved site perförmance.
The same goes for the process
of optimization. Sites must be search engine optimized and
conversion optimized – two very different things.
Much of SEO takes place behind the scenes. That's why it's
essential that you use SEO pros to actually build your site.
This is not where you can cut a few corners.
Then there's conversion
optimization – converting visitors to buyers. Most
of this takes place at the presentation level. Does the
site meet or exceed the visitor's expectations? You have
6.4 seconds to convince a visitor to explore your site.
That's how much time web users devote to site evaluation.
DYI or Go With The Pros?
94% of all ecommerce ventures
tank. Down in flames. Many of these failures are based on
poor business models, but just as many are due to poor site
design, lack of SE recognition, an off-putting presentation
layer or a home page that looks like a carnival midway.
