Getting your Pay per Click off to a good start in 2008 will require you to look at all the types of ways that traffic is driven to your site. PPC advertising will continue to rise, but other forms of media are making their names such as Consumer Generated Media. Those who can find the right mix of advertising and can capitalize on the different media streams will rise above their competitors. With the recent talks of Microsoft and Google looking to purchase Yahoo this could make the market even more lucrative. The key I believe that will be most valuable in 2009 is regional searches as the internet has become a large economy finding your local merchant via some of the big search engines can be challenging.

As the search industry evolves finding the right regional and niche keywords to target can increase sales and traffic. You will also want to understand and have various tools that measure business analytics and their impact on your business model on the web. Being able to understand customers search patterns and why they click and order vs. just visiting and then leaving can have a huge impact on your bottom line. Today there are more consumers using the web to find information and shop, but it is taking them longer to make that decision with all the available choices. Having the proper flow through analytics to help you understand what customers are looking for once they reach your site and which areas are most popular will allow you and your web designers to create a more natural flow and path to those items that are generating the most revenue.

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