E-commerce is a cut-throat business. You have to arm yourself
with the proper know-how and the tools to make your site a cut above the rest. Each day, more and more sites are
clamouring to optimize their rankings in websites and if you lose your guard, you may just get trampled on and be
left in the abyss filled with so many failed e-commerce sites.
Search Engine Optimization or SEO is a term widely used today by
many e-commerce sites. For the past few years and the next ten years or so, search engines would be the most widely
used internet tool to find the sites that they need to go to or the product or information they need.
Most people that use search engines use only the ten top search
results in the first page. Making it to the first page, more so to the top three is a barometer of a sites success
in search engine optimization. You will get a higher ratio of probability in being clicked on when you rank high.
The more traffic for your site, the more business you rake in.
But it is essential to grab a hold of that spot or make your
ranking even better. As I aforementioned, each day is a new day for all e-commerce sites to make themselves rank
higher using search engine optimization. It is imperative to make your site better and better every day.
Since search engines are the first stop for people on the
Internet looking for goods or services, the position your website appears in search results is an important factor.
If your URL shows up far down the results list, the chances of the consumer never finding you increase
incrementally. Once you achieve a high search engine position, it is essential that you make sure you maintain the
high ranking you have worked so hard to achieve.
Search engine optimization is utilizing tools and methods in
making your site top ranking in the results of search engines. Getting yourself in the first page and better yet in
the top half of the page will ensure that your site will generate public awareness of your site’s existence and
subsequently generate more traffic, traffic that could lead to potential income and business.
Search engine optimization requires a lot of work to be fully
realized. There are many aspects you have to change in your site or add as well to get search engine optimization.
These will include getting lots of information about the keyword phrases that are popular in regards to your sites
niche or theme.
You may also need to rewrite your sites contents so that you
could get the right keyword phrases in your site without making it too commercial but light and informative. There
are certain rules and guidelines to be followed with making your site’s content applicable and conducive to search
You will also need to collaborate with many other sites so that
you could get link exchanges and page transfers. The more inbound and outbound traffics generated by sites among
others are one of the components search engines uses to rank sites.
This means you must come up with a strategy to monitor your
search engines positions. This strategy is crucial to the success of any marketing campaign. Think of your search
engine positions as your online portfolio. Would you let your stock portfolio be ruled by chance and market
fluctuations, or would you keep close tabs on your stocks so you could buy and sell when the time is right? This is
the way you must consider your search engines positions.
Be aware that at first, after you have launched your search
engine campaign and done all the right things to increase your rankings, you will most likely see a continual
upward climb. What you need to be on the lookout for is the moment that upward climb reaches a plateau. When this
happens, your search engine position campaign moves into stage two, the monitoring and protecting stage.
In stage two, do not be concerned about the short-term
fluctuations in your positions. These are similar to the subtle rising and falling of stocks in a portfolio.
Short-term movement is an integral part of the whole process. It's the long-term changes that you must watch for
and prepare to act on immediately.
Analysing the long-term trends of search engines positions is
imperative. The way in which search engines rank websites may change at the drop of hat. If you are
of these changes - many of which are subtle yet can be deadly to
your ranking - your position may drop to the bottom of the list before you can get your bearings. To prevent this
kind of precipitous drop, you must create a system to monitor your positions on a monthly basis. Devise a chart to
keep tabs on your top-ranking positions or your top pages, and make sure to watch "the market" closely.
Each search engine uses a formula to compute website rankings.
When a search engine changes this formula in any way, it may raise or lower your ranking. Some search engines use a
number of different formulas, rotating them so that a formula doesn't become overused or outdated. Depending on
which formula is being applied, your search engine position may suddenly drop or rise in rank significantly.
Therefore, you must check your positions frequently in order to catch when a search engine changes formulas and
what effect it has on your positions.
You must also deal with your competition - a crucial factor you
must always be vigilant about. Your competitor's position may suddenly rise, automatically lowering your position.
Or their position may drop, pushing your position higher. Each month, expect position changes due to the continual
changes that are occurring in your competitor's
position, and be prepared to adjust your marketing strategy to
compensate for decreased rankings. Monitoring these fluctuations will also give you vital information about how to
improve your website to increase your position in search results.
Of course, you must discern what the most popular search engines
are in order for your monitoring efforts to be effective. Right now, there are ten popular search engines that
direct most of Internet traffic to your sites. The challenge you face is that these top ten may change from month
This means that you must not only monitor your search engine
positions, but you must also keep track of the ranking popularity of the search engines you are monitoring. Find
out which search engines people use most frequently every month and be sure to live in the present.
People are fickle about their favourite search engines, and it
takes constant vigilance to follow their dalliances. The search engines they loved when you first launched
campaign may be old news in the next few months. You must adjust
your list of engines according to the whims of the Internet users.
Another factor to monitor carefully is a sudden drop of your
positions in all search engines. This is not the same as monthly fluctuations - this is a neon red warning
It could mean a number of different things.
It all your search engine positions have plummeted, it may
indicate that search engines spiders - those sneaky programs that seek out your site and rank their positions -
have found some type of problem with your website. If you have recently changed the code, for instance, the spider
may become utterly confused and consequently drop your positions disastrously. If a spider creeps up on your
website when it is down for adjustments or changes, you may actually disappear from a search engine index entirely.
Or a search engine may drastically change its formula, and suddenly all of your website come up as irrelevant. If
that search engine is a current favourite, it may create a domino effect, causing all of your position to drop in
all search engines.
Some search engines rely on the results from other search
engines, and it is vital that you know which engines these are and keep track of all the engines they influence.
The biggest problem here is that search engines will sometimes change affiliations, and this can create a major
shift in the geography of the Internet.
Finally, pay attention to your keywords. Keywords are the
foundation bricks of the entire search engine system, and they demand individual scrutiny in your monitoring
efforts. If you have found that a number of your positions have plummeted, it may mean that a page of your website
has become invisible or inaccessible to search engine spiders. Or the competition for that particular keyword or
phrase has recently rocketed into outer space. In either case, you must act quickly and efficiently to regain lost
Your search engine marketing campaign is an investment. If costs
you time and money on a continual basis. Protect this investment as diligently as you would your financial
portfolio. In the same way, track your positions from an objective perspective, and monitor your positions on a
regular basis. Make sure your time and effort reap rewards by keeping your eye on the big picture - your long-term