Search Engine Optimization and Marketing Unique Selling Points Article

Search Engine Optimization and Marketing Unique Selling Points Article

I OPTIMIZED MY WEBSITE, THEN WHAT?

The truth is that any one can start an online business; in fact, many successful websites were created by students working from their basements. Observable examples success of internet based companies are Google, Yahoo and You Tube. Yet, not everyone can come up with high quality concepts that can generate millions and billions of dollars. Working the internet is no longer about submerging with creative ideas; it is no longer about riding the wave. It is all about being perceived by your customer as an organization of high value. In order for an organization to get its customer’s attention, it need to be visible (search engine optimization). Furthermore, for an organization to be distinguished and maintain its uniqueness among its customers, it needs to be different. Although it’s a very simple and obvious process, many entrepreneurs are focusing on the first one and ignoring the lateral, resulting in short term profits.

For years now marketers, in the tangible world, have been stressing on the importance of building a unique value proposition. Slowly, organizations understand that it is no longer an option to ignore customers, nor competitors. Furthermore, they are currently exploiting all of their media and advertising opportunity to build a separate identity. Now my question is, if the concept is fully comprehended and agreed upon among brick and mortars; why aren’t e-commerce companies doing the same?

Internet VS Quality

It seems that everyone selling online is focusing on providing products for the cheapest price. It’s true that customers who shop online, shop for its low prices, but it is slowly changing. Let’s not forget that other than competitive prices, the internet promotes speed, flexibility, customization, and many different options. Why isn’t anyone focusing on these aspects? Especially that they promote high quality, and could help organizations find a unique value proposal. One would think that with a highly saturated market such as the internet, companies would fight using weapons proven to be effective. Whatever happened to organization’s using media marketing and advertisement to build a separate identity? Why are online organizations not fighting hard enough to get rid of the uniformed feel and look of the internet?

First Get Visibility and then Differentiate

I think the answers are in organizations who are relying heavily on internet advertisement to create visibility; those that are depending on traffic to generate money. Increasing visibility is not wrong, in fact it is necessarily and one cannot survive without it. But if you want to be visible you must stand up to your position and offer high quality products and services. The only way you can stay on top is by increasing your credibility. Once you have the force and energy of search engine optimization, being different will provide your customers with higher value; thus, allow you to charge higher prices than your competitors.

To differentiate, organizations should create a benefit that customer perceive as high value. To be differentiating online means to get your customer’s attention and to keep it; to have a competitive advantage, unique selling or value proposition.

Price Differentiation
Focus Differentiation
Product/Service Differentiation
Customer Service Differentiation