March 24, 2011

Search Engine Positioning - Reserved For Bold Enterprises

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Only companies that understand that to promote a product or service online they have to invest are those that can achieve a good positioning of their website in search engines.

As the years pass and people acquire more knowledge and experience in Internet marketing, they find it much easier to understand the importance of search engines to promote a product or service in the Internet.

If your company has already published a website on the Internet, then you may have noticed that it is useless to have the world's most sophisticated website if potential customers do not visit it because they are unaware of its existence. If your website can not be easily located through a search engine, specifically Google, Yahoo or Live Search, you will never get the number of visitors that are necessary for the site to fulfill its mission of promoting for which it was created.

Knowing if you have presence or not in search engines is a concern that arises during the weeks following the publication of the website. It is common practice to make some research to measure the ability of promotion. If our company website is listed at the top, surely it would be generating traffic and capturing business opportunities. Otherwise, it's as if our company did not exist and visitors will arrive in dribs and drabs.

Lack of knowledge on the subject

What it has not been possible for many marketing managers is to understand and, to some extent, accept, that positioning is a complex issue and for this reason many do not achieve the desired level of traffic on their Internet marketing projects. Search engine positioning is an intricate process, much more difficult and complicated than people imagine. Any person who attempts to position a website in search engines will have to optimize the code and keep under control all variables involved in this complex game.

The difficulty is due to the sophisticated algorithms that search engines use to determine the ranking of each website in response to a particular phrase, the scanning parameters and the location from which the search comes from.

It is very important to understand that the position you want for your business in search results is maybe the 10th, 5th or ideally the number 1 position. You must understand that if that position is held by someone else and you want to be located in that spot, all you have to do is to make a better job than them. That is all that is required. However, this is hardly something you can do without the help of a search engine optimization specialist, because the optimization process is quite complex and requires expertise in this field. Generally, a search engine optimization process takes some time to bear fruit (two to six months on average) and probably cost a little more of what your company planned to invest in the project.

Benefits of positioning your website

Companies rarely take into account the economic and strategic benefits of positioning. Generally, they only care about the high costs of the projects of optimization and do not value the benefit to be obtained. Like any other investment, the quantification of these benefits will allow us to obtain the rate of return and, consequently, the justification of the project.

Among the main benefits of positioning we find the ability to promote the business locally, nationally and globally, serving customers 24 hours a day 365 days a year, reaching customers worldwide, increasing sales, positioning your brand and reducing some operating costs. Likewise, your company will save in market research surveys, will have the opportunity to enhance it’s marketing and gain a greater global popularity.

That is why positioning is reserved for only a few of those companies usually commercially daring to do things right and likely to invest in emerging technologies that promise to be useful for their business. Unfortunately this is not the case with most online marketing projects. Many companies do not yet know what it is or how to achieve good search engine rankings and they are not very willing to invest in a professional service.

Trying to promote a product or service globally using a cheap and conventional website without search engine optimization, is as absurd as trying to cross the Atlantic with a paper boat.

About the Blog Author: Timpa has the mission of providing all entrepreneurs, whether experiencied or not in online business strategies, with the right information to help them manage their businesses online in the best, most time-effective and cost-effective, smarter way.