rm, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fac

Search Engine Optimisation (SEO) is a major technique used in E-marketing and a lot of literature and attention is beginning to be given to SEO, such is the increasing importance for companies looking to compete in E-Commerce. If we take the 4 P’s in the traditional marketing mix – the product, price, place and promotion, SEO can be considered to have an impact on all of these except for the product itself. By getting a website selling home relaxation products, highly placed in the main search engines for example, will affect the promotion. The directness of E-marketing via SEO will also potentially lower the price, whilst the Internet (affected directly by SEO because it produces visibility for the product) can act as the place.

The product itself can be affected, although not directly as a result of SEO - Having the website high in search engine results will not change the product. The product can be affected more generally though by e-marketing books for example, sometimes turned into e-books. If the owner of a belly dance website for example, had written a book about ‘Home relaxation’, that owner would have the option of not only selling that book in traditional paper form, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fact

ce, place and promotion, SEO can be considered to have an impact on all of these except for the product itself. By getting a website selling home relaxation products, highly placed in the main search engines for example, will affect the promotion. The directness of E-marketing via SEO will also potentially lower the price, whilst the Internet (affected directly by SEO because it produces visibility for the product) can act as the place.

The product itself can be affected, although not directly as a result of SEO - Having the website high in search engine results will not change the product. The product can be affected more generally though by e-marketing books for example, sometimes turned into e-books. If the owner of a belly dance website for example, had written a book about ‘Home relaxation’, that owner would have the option of not only selling that book in traditional paper form, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fac

ntially lower the price, whilst the Internet (affected directly by SEO because it produces visibility for the product) can act as the place.

The product itself can be affected, although not directly as a result of SEO - Having the website high in search engine results will not change the product. The product can be affected more generally though by e-marketing books for example, sometimes turned into e-books. If the owner of a belly dance website for example, had written a book about ‘Home relaxation’, that owner would have the option of not only selling that book in traditional paper form, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fac

ct. The product can be affected more generally though by e-marketing books for example, sometimes turned into e-books. If the owner of a belly dance website for example, had written a book about ‘Home relaxation’, that owner would have the option of not only selling that book in traditional paper form, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fac

rm, but also as an e-book which can be downloaded. (This paperless version in effect, enables the seller to lower the price of the product).

Making sure ones site comes high in the search engines, in light of the benefits that can be accrued in the marketing mix, is clearly important. The fact that people using search engines though, will usually only consider the top ten or twenty results, makes clear the challenge facing a Webmaster in using SEO. If someone for example, is looking to a home sauna or home Jacuzzi, it is essential that when entering the words ‘home sauna’, that either a CPC advertisement (i.e. via Adwords) comes up on the first or second search page; or that the website comes in the top twenty of the search results. In order to get ones site high in the search engines (unless instead using a keywords CPC campaign to gain visibility) SEO techniques become crucial. Interestingly, studies have shown that once people get a hit they stop, according to (Introna & Nissenbaum, 2000), placing even greater relevance value on using SEO for ones site.

The complexity of getting ones site high in the search engines becomes clear when we consider that the algorithms for ranking websites, are not public. Google for their ranking of web-pages also admit that their results are automatically determined by more than 100 factors and consider also that there are dozens of different search engines, each with different ways of classifying pages. SEO as a part of e-mark