La importancia de los motores de búsqueda en el mercadeo web

According to Wikipedia, “search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines (yahoo, google, msn) via “natural” (“organic” or “algorithmic”) search results for targeted keywords.”

It means that the way it works is with the strict relation between search algorithms and what people search for. But it does not involve only keywords. SEO efforts may involve a site’s coding, presentation, and structure, as well as fixing problems that could prevent search engine indexing programs from fully spidering a site.
Search engines are the market makers of the Internet. They connect consumers with providers at the very moment of consumer interest and enable all of us to find exactly what we want, when we want it.

Positioning is an absolutely critical component of the marketing mix. If you are not positioned to be where your customer is when your customer is ready to buy, you lose. Your competitor who is in that place at that time wins.

The first purpose of search engine optimization is to be positioned in the places where your customer is. The second purpose is to be positioned better than your competitions in these places. In the world of search engines, better means higher, and higher means a much greater probability that an individual will click on your link. While this figure varies by engine, recent search data has shown that approximately 70% of users, if they click, will click on one the first three listings in a search engine.

However, obtaining top rankings in the search engines is not an easy job, especially for some of the more competitive keywords. It will take dozens, perhaps hundreds of hours of your time, and you will have to wait two or more months to begin to see any results whatsoever. However, the return on your invested time will be more than worth your efforts. The money you save by receiving traffic at no charge instead of paying per click to receive traffic will alone make your time well spent.

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