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Three Techniques for
maximizing SEo
rob Swint, industry Manager, ecommerce Marketing, Endeca Technologies inc.
SEO may be the cheapest way to generate traffic and new exorbitant amounts on paid search listings?
leads from your website, but it’s often not the easiest.
First, there is intense competition for the most common
Making the Most of Guided Navigation Landing
keywords in any given field. If you sell NFL football jerseys,
Pages
you are competing with the NFL – 32 teams – and all your
competitors.
Most companies implement SEO best practices for only
a small percentage of their website – the most trafficked
Secondly, you’re competing with your own time constraints
pages. However, you can significantly increase natural
for content production. A typical online retailer creates
search traffic by putting to work thousands or even millions
content for hundreds of new SKUs weekly, pushing SEO
of pages that are normally ignored. I’m talking about the
efforts into second place.
dynamically generated landing pages created by search
Lastly, you’re competing against unknown ranking applications with Guided Navigation (also called “faceted
algorithms of Google, Yahoo, and Bing. There are search”).
guidelines for improving rankings, but there is no magic
These pages represent an enormous opportunity to
bullet.
increase traffic when optimized properly. How can you do
So how do you win the SEO battle? How do you generate that? By combining them with three simple techniques:
more leads from search engines, without spending XML sitemaps, breadcrumb-driven meta-tags, and user-
20
marketingtimes
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