With a brick and mortar store, a company can attract business just by being seen by the public. Any person walking by a brick and mortar store is a potential customer. Just by virtue of existing out in the open, a business advertises itself to the world. Since the Internet requires that people know the address of a website before displaying it, an ecommerce website is virtually invisible to the public. In order to become visible, a business must market itself. There are many different approaches that can be used to market a website, but search engine optimization (or SEO) is generally seen as the best and most cost effective marketing strategies.
One of the best ways to market an ecommerce site is through search engine optimization. Search engine optimization makes a website appear more prominently in search engine results pages. Search engines are the most likely avenue by which customers learn about an ecommerce website. There are many different techniques that can help optimize a website for search engines. One technique, pay-per-click advertisement, has been popular for nearly as long as the Internet has been a household term. Search engine algorithms do not favor this technique as much as they once did, making it a poor choice for cost-conscious marketers.
A better approach is organic marketing, such as maintaining an ecommerce blog. This approach is termed “organic” because search engines do not automatically see it as marketing, and therefore value it higher than pay-per-click advertising. An ecommerce blog can be embedded in an ecommerce website. By regularly updating it with fresh and relevant content, the page rank of the ecommerce site will steadily improve. This has to do with the algorithms employed by search engines to assign page rank. Unique and relevant content is awarded more points with modern search engine algorithms. These points are then used to calculate a final page rank. The higher the page rank, the more likely an ecommerce site is to appear in the highly valued top ten search results.
An ecommerce blog can be used to successfully market a website with minimal expense. Blog articles can be contracted out or written in-house. The articles must be unique, grammatically correct, and relevant to the services provided by the ecommerce website. As long as these requirements are met, a blog can successfully promote an ecommerce website. This can help an online storefront build a customer base. By marketing itself to search engines, a business makes itself visible to the outside world. This is crucial to running a successful online business.