Search engine optimization reminds me of an experience I had nearly 10 years ago while working as a clerk at a drugstore called Bartell Drugs. An elderly man walked up to me while I was facing some products, and he asked me, “Where can I find regular Crest toothpaste?” I wasn’t sure what he meant, so I followed him to the toothpaste aisle and he pointed to all of the different varieties of toothpaste. I looked and saw that there was Cavity Protection, Tartar Protection, Sensitivity Protection, Baking Soda and many more, but no good old Regular. I told the man that I understood his concern, but I pointed out that one of these products might turn out to be more effective for him because they are tailored to meet specific needs. He was somewhat placated by my counsel, and I believe he went with the Baking Soda because he trusted that product.
So how does this relate to search engine optimization?
The Internet is the drugstore (actually, more like the supermarket) of ecommerce. In the world of ecommerce, search engines are the clerks helping us find what we’re seeking, and the various types of products, which are customized to appeal to different audiences, are using search engine optimization.
Think about it – using specific keywords and phrases on Web pages to get higher on Google, Yahoo, MSN and other search engines is similar to branding your product as something more than just “Regular.” Your website, product or service is specifically designed to prevent cavities, prevent tartar build-up or whatever else your consumers want.
eHarbor is an excellent resource for incorporating search engine optimization into your ecommerce business plan. It has several divisions and websites that specialize in different areas of Web design and SEO: Submit Solution, Real Estate Promoter, Real Estate Investor, Direct Home Find, and Magellan Commerce.
The photo of the toothpaste container is from Flickr and it is the copyright of Jonas B.
