Search engine marketing

Search engines are vital for generating quality visitors to a web site as suggested by Figure 8.13. But being registered in the search engines is not enough. The importance of effective search engine marketing is suggested by Figure 8.14 which shows that the higher the rank of a company and products in the search engine results pages (SERPs) the more visitors will be received. It is widely thought that it is essential to be in the top

Traffic-building campaign

The use of online and offline promotion techniques such as banner advertising, search engine promotion and reciprocal linking to increase the audience of a site (both new and existing customers.

Search engines Personal recommendations Web sites of well known brands Web sites of well known retailers

Price comparison web sites

Reviews/opinions on the Internet written by experts Customer opinions/reviews on web sites

Product information in shops

Content provided by Internet Service Provider

Television

Newspapers/magazines

Salespeople in shops

0 10 20 30 40 50 60 70 80 % who consider the above to be important sources of information when researching/considering a product or service

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