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כדי להבין באיזו השקעה מדובר מציין משה טיסונה שמדובר, בין היתר:

  • באיתור ובמציאת מילות החיפוש האפקטיביות ביותר למטרות הלקוח ואתר האינטרנט שלו.
  • ביצירת מאמרים איכותיים, שיביאו גולשים רבים ויביאו במקביל לעלייה בדירוג האתר מבחינת מנועי החיפוש. ככל שהאתר יופיע בראש הרשימה, כך יגיעו אליו יותר גולשים.
  • יצירת פעילות ובאז תוך ניצול פורומים, בלוגים ורשתות חברתיות (טוויטר, פייסבוק ודומיהם).

לעומת הקידום האורגני, שמביא לתוצאות בשטח לאחר זמן ארוך יותר, הקידום הממומן יעיל ביצירת חשיפה מהירה וממוקדת יותר, וזאת בדומה לקמפיינים פרסומיים מסורתיים. כאן, לדברי משה טיסונה, יש לשלם לגוף מסחרי כגון גוגל, על מנת שיופיע קישור לאתר הלקוח בראש רשימת תוצאות החיפוש. יש לציין שהמחיר נגבה על כל הקלקה, כך שקשה להעריך מראש מה תהיה עלות הקידום במקרה זה.

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