
Chapter 13 n IQ Applied to Internet and e-Business Information 609
Inbound Links
Use various marketing channels to bring e-Consumers from your market
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to your site. Seek to get other credible Web sites to add a link from their
Web site to your site. Not only does this drive more traffic to your site,
but search engines will list you higher because of the number and quality
of incoming links from other sites.
Ask other Webmasters with sites that have a theme similar to yours for
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a link in exchange for a link back. Always ask for anchor text links like
“Nonstick Frying Pans.”
Make sure the link from their site is relevant and that it has some Page
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Rank value (is not buried so deep that no one will ever find your link)
Make sure that the link “feels” good and that it has no nasty surprises
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such as redirect, or unexpected pop-ups.
Pay per Clicks
This option is good if you don’t often change the content of each page, or if you
have so many different products that optimization would be too expensive. You
buy your way to the top by bidding against your competitors for the top listing.
The price can range from $.05 per click to well over $1.00 per click, depending
on the field your company is in. There are about 640 Pay-per-Click Services out
there to choose from, and the number is growing, so assistance from an expert
is probably helpful in this area. A downside is that savvy e-Visi ...