Search engine optimization is a hot marketing technique right now, and companies are utilizing different approaches to ensure that their sites are the ones getting the top results on the major search engines like Google and Yahoo. Many e-commerce sites believe that they are already appropriately search engine optimized and do not need to take further action. The engines are indexing the individual product pages, and those pages are appearing at the top of the results lists, so many sites do not expand upon their SEO efforts. The problem is that these sites are likely missing out on an entire c tegory of shoppers.

Take, for example, Amazon.com, a major e-commerce player that has a great SEO strategy in place on its site. One of the thousands of products that Amazon sells is the well-known business book The Seven Habits of Highly Effective People by Stephen R. Covey. A Google search for the book?s title (with the number seven spelled out or written as a numeral) or even for ?seven habits book covey? brings up Amazon?s page for that book at the top of the results. This indicates that Amazon?s strategy is working appropriately ? for one type of buyer.

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