By Bryan A. Halverson
When starting an online business, everyone has their own idea of what is needed to become the "next big thing" on the internet. Some are extremely organized, have a well thought out plan, and have obtained enough financial backing to cover the many expenses involved with running a business. Others prefer a more impulsive approach; grab the cheapest ecommerce solution available and "learn as they burn", so to speak. No matter what group you fall into, there seems to be one common misconception among most new online business owners - If I build a beautiful store and fill it with cool products, it just can't miss!
While much can be said for the power of positive thinking, that type of rationale will sink your site faster than you can say Enron. Any new ecommerce store faces the challenge of building an online presence as quickly (and cheaply) as possible. If you have an abundance of financial resources, one obvious answer is advertising. All business plans should have an advertising budget, but know this: most ads run anywhere from $500-$1000...per month. For most small business owners just starting off, that type of investment just isn't feasible. But wait...there is hope!
Search engine optimization can bring your business lots of free traffic, and is an essential step in attaining online success. Not to worry...it is not as scary or as technical as it sounds. Basically, it is the act of altering the website code in order to make it more search engine friendly, thus making your site rank higher with Google, Yahoo, and the like. Don't know much about website coding? Most ecommerce solutions now offer various options to help you optimize your store. If the company you use doesn't carry these options, or the whole idea is just a little too intimidating, there are many SEO services out there that can optimize your site for a minimal charge.
Consider this: According to Hitwise.com, the top 10 positions on Google receive 78% more traffic than those in positions 11-30. What side of the equation do you want to be on? While there are many benefits to search engine optimization, there is one that can completely work in your favor due to the amount of ignorance and arrogance that exists with many online businesses. Even though the general principles of search engine optimization have been in existence for over ten years, many companies either don't know, or don't care to know about it, leaving the door to the top of the rankings wide open for those willing to invest the time and patience. Optimize your site, and the search engine gods will reward you accordingly.
The best strategy for any new online entrepreneur is a steady diet of search engine optimization sprinkled with some targeted pay-per-click advertising. While it may take time to become completely comfortable with search engine optimization, the rewards far outweigh the rigors of research. Implement it naturally with your web design, and your odds of online success increase dramatically. The secret is out - search engine optimization works, and it can work for you too.
Bryan A. Halverson owns and operates Search Summit SEO, a search engine optimization company based in Fresno, California. If you have a question or comment regarding search engine optimization, feel free to drop him an e-mail at bhalverson@searchsummitseo.com
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