Search Engine Optimization: Artículos y Noticias

• The relative importance of SEO within the marketing mix

THE RELATIVE IMPPORTANCE OF SEO WITHING THE MARKETING MIX

The growing demand of companies to achieve top positions in the results of the search engines is generating intense pressure among all competitors in order to rank highly in the major search engines. Therefore, wanting to obtain these positions companies sometimes forget the true purpose of their website and they risk ignoring other equally important aspects than SEO. For example, in the first place, each commercial site is to contribute to the profit of the company, because through the company's website sales are promoted, either by promoting the image or an online store. By this, more and more internetusers visit the website and become buyers of our products and services in future. This clearly demonstrates SEO as a good way to increase traffic of the right visitors to our website.

All things considered, top position in Google are usefull, but it is a means, not the goal. Besides top positions in search engines, there's yet a broad variety of marketing mix instruments that help reaching your goal just as well, for example a combination of the direct marketing tools strenghening the impact of SEO.

However, competition in the search engines sometimes causes over-optimization or manipulations and to make one's own page rank in the top positions of Google. Therefore, optimizing a website for search engines also requires knowing the limits which must not be exceeded in order to avoid a negative impact on the ranking and to avoid being even expelled from a search engine.

Anyway, search engines continuously improve and evolve their algorithms, and their webcrawlers increasingly detect details and select more precise. In other words, at present search engines are able to distinguish subtly between websites to rank them in order of importance. Therefore, "simplicity" often is the magic word for those sites with exagerated descriptions including highly complicated, technical terminology written in an unnatural style. A good description of the website is one of many suggestions to help generate more qualified traffic to a website, although for the main goal - to increase profit through sales - it is advisable to look at the whole range of marketing options.

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