The purpose of search engine optimization is NOT to merely increase traffic. The purpose is to increase qualified sales and lower acquisition costs. This objective can be achieved by optimizing the four steps in the search marketing process:
1) Indexation – Ensuring 100% of the dynamic product page inventory is “crawled” and indexed by the dominant engine on a frequent basis. This requires attention to spider traps, URLs, link structures, redirects, directory depth and much more.
2) Ranking – Attaining the desired positioning for category and product content pages. This requires focusing on PageRank, link text, inbound links, keyword research and application, proper HTML coding and content tuning.
3) Selection – Winning the click decision. This involves controlling what appears in the search results page, using descriptions to qualify prospects and disqualify suspects, and applying direct marketing tactics to compel the “envelope” open.
4) Conversion – Making the profitable sale. This crucial phase requires copy that converts, reducing buyer risk, optimal design and usability, effective calls to action, measuring sales and acquisition costs, and retesting keyword markets.
SEO
(Search engine Optimization)
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