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By Jim Collins
The second option is search engine optimization (SEO). In a nutshell, SEO is a process by which websites are made more search engine “friendly." Web sites are optimized around keywords or a set of keywords. SEO helps search engines find and categorize sites. The biggest difference between keyword marketing and SEO is that the search engines do not charge for listings that result from SEO. SEO listings are part of their “natural” search results.
SEO is a highly-specialized process. When done right, it can help your site get listed progressively higher in search engines. As is the case with keyword marketing, the specialization involved in SEO makes it prudent for small businesses to consider using a firm to optimize their site. It is crucial that small businesses understand the basic process of SEO and choose a reputable firm that sets realistic goals for the site’s listings. Beware of firms that “guarantee” top-five listings. SEO is a process, and no one can make guarantees.
Patience, E-Commerce Virtue
The best advice is to take your e-commerce experience in stages. Start small enough to establish success and then scale your online store over time. Most online businesses fail during the first three to four months. In fact, many never really get started. By far, the most common reasons is that the expectations or visions for the store are too grand, and that not enough effort is put fourth to generate traffic.
E-commerce business owners should remember two things. The first is to start with a simple idea. The second is to take the time and harness enough energy to communicate that idea through the online store. A site cannot succeed until it brings in visitors and, ultimately, new customers. E-commerce can be a fun and fruitful way to grow a business. Over time, who knows where it will take you!
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