There are two major reasons as to why Internet-based merchants opt to spend huge sums of money on search engine optimization. Internet-based merchants, in this context, are the folks running e-stores where actual (tangible) stuff is sold. In that scheme of things, people selling items like, say, accessories for smart-phones (such as HTC Evo 3D cases and Infuse cases would be viewed as ‘merchants’ whereas the folks running information portal websites wouldn’t be qualified to be termed as such. So what we are trying to understand are the reasons as to why Internet-based merchants (as opposed to owners of information portal websites) opt to spend huge sums of money on search engine optimization.
It emerges that the first reason as to why Internet-based merchants opt to spend huge sums of money on search engine optimization is after realizing that people give greater credence to organic search results, rather than the ‘sponsored links’ availed by pay per click advertising. Thus an online merchant is likely to be aware that the moment he or she gets the e-store on top of search engine rankings for the various relevant searches, the money is likely to start flowing in great volumes. Soon, they are likely to recoup all the money they spent on search engine optimization, and start enjoying profits thereafter.
The second reason as to why Internet-based merchants opt to spend huge sums of money on search engine optimization is in the fact that they see search engine optimization as an investment, which is likely to give returns in perpetuity. That is as opposed to the case with, say, pay per click advertising: whereby you don’t get any long-term/residual benefits. For once your money runs out, the pay per click advertising network is likely to stop running your ads, until you recharge your account. But with search engine optimization, your website is likely to retain the top rankings achieved long after you are through with the campaign.