Or maybe, “Book review of the fortnight.” Anyway…
What’s great about search engine marketing in general, and SEO in particular, is it provides you access to potential customers exactly at the time they are looking to solve a particular problem. Given that generating awareness and interest help lead directly to sales, simply showing up when a consumer is looking for an answer, in theory anyway, provides some of the most qualified leads any e-commerce site could hope for. Obviously, the key steps to turn that theory into reality are:
- Choose the right keywords
- Make sure your site ranks well for those keywords
While paid search gets most of the ink, if for no other reason than it helps drive the bulk of Google’s (and others’) revenue, and while results vary by brand and by term, natural search often drives greater click through among consumers. Grappone and Couzin do a great job of describing approaches for each of these steps above to ensure your business succeeds. Do yourself a favor and pick up a copy for yourself.