Capítulo 5 Marketing Online y Posicionamiento en Internet

7/28/2019 Captulo 5 Marketing Online y Posicionamiento en Internet

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OJKMKN Montres Ourepoes jo Ofprosbs Knnevbjerbs jo ab MefunkjbjWbaonmkbnb (MOOK MW)

JK\OMMKN Montres Ourepoes jo Ofprosbs Knnevbjerbs jo ab MefunkjbjWbaonmkbnb (MOOK MW)

On ab oablerbmkn jo osto jemufonte db pbrtkmkpbje ab ofprosb O]KMLusknoss & Fbrhotknc ]mdeea


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Fbnuba

Fbrhotkncenaknoypeskmkenb

fkonteonkntornot

0?

www.rojmook.mefwww.ofpronofiunts.os


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5/39

KnjkmoK n j k m o

2 OA FB\HOZKNC ON KNZO\NOZ

2.2 PE\ R_ JOLE ]_LK\FO BA MB\\E JOA FH ON KNZO\NOZ5

2.2.2 WONZBIB] JOA FB\HOZKNC ON KNZO\NOZ

2.2.< FEJOAE] JO OFP\O]B] ON KNZO\NOZ

2.2.= Z\GKME [ B_JKONMKB. MENMOPZE]

2.< MEN]Z\_MMKN [ JO]B\\EAAE JO _NB SOL JO TKZE

2.


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FB\HOZKNC EN AKNO

[ PE]KMKENBFKONZE

ON KNZO\NOZ

vontbs y fbrhotknc vontbs y fbr-

hotknc vontbs y fbrhotknc vontbs y

fbrhotknc vontbs y fbrhotknc von-

tbs y fbrhotknc vontbs y fbrhotknc



fbrhotknc vontbs y fbrhotknc von-tbs y fbrhotknc vontbs y fbrhotknc






hotknc vontbs y fbrhotknc vontbs yfbrhotknc vontbs y fbrhotknc von-






vontbs y fbrhotknc vontbs y fbr-hotknc vontbs y fbrhotknc vontbs y






tbs y fbrhotknc vontbs y fbrhotkncvontbs y fbrhotknc vontbs y fbr-






fbrhotknc vontbs y fbrhotknc von-tbs y fbrhotknc vontbs y fbrhotknc




fbrhotknc vontbs y fbrhotknc von

vontbs y fbrhotknc vontbs y fbr





fbrhotknc vontbs y fbrhotknc vonvontbs y fbrhotknc vontbs y fbr






vontbs y fbrhotknc vontbs y fbrfbrhotknc vontbs y fbrhotknc von












vontbs y fbrhotknc vontbs y fbrfbrhotknc vontbs y fbrhotknc von









fbrhotkn vontbs fbrhotkn von


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s y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc

tknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y





s y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknctknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y






tknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs ys y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc












tknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs ys y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc









s fbrhotkn vontbs fbrhotkn vontbs fbrhotkn vontbs fbrhotkn

Per fojke jo ostb jemufontbmkn

kntontbrofes quo ab porsenb quo toncb

mubaqukor tkpe jo knqukotuj rospomte ba

fbrhotknc y peskmkenbfkonte on Kntornot,

ontkonjb abs pesklkakjbjos jo nocemke

quo puojo onmentrbr sulknjeso ba mbrre

joa fbrhotknc quo so db mbrbmtorkzbje

mefe fs rontblao, bjofs jo unb crbnepertunkjbj pbrb abs pyfos, jenjo crbmkbs

b abs tomneaecbs jo Kntornot pejrn lusmbr

un duome on su formbje y penorso b ab

baturb jo aes fs crbnjos.

Oa tofb quo so blbrmb on ostb

jemufontbmkn tkono nomosbrkbfonto un

mefpenonto tmnkme, yb quo abs tomneaecbs

wol so lbsbn on precrbfbmkn kngerftkmb,ne elstbnto y bunquo so kntontbr utkakzbr

un aoncubio sonmkaae y mabre, on ab atkfb

pbrto jo ab jemufontbmkn so bjiuntbr un

vembluabrke tmnkme oxpakmbtkve.

KNZ\EJ_MMKN

0?


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vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrh

knc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y f

brhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs

4

ontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhot-

c vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbr-

otknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y


fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc von-


ontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhot-

c vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbr-

otknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y


fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc von-

s y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotkncOA FB\HOZKNC ON KNZO\NOZ02

2.2 PE\ R_ JOLE ]_LK\FO BA MB\\EJOA FB\HOZKNC ON KNZO\NOZ5

On osto punte kntontbrofes dbmor ontonjor ba ofpronjojer/ofprosbrke abs vontbibs conorbaos joa fbrhotknc on Kntornotjosjo unb porspomtkvb caelba.

2.2.2 WONZBIB] JOA FB\HOZKNC ON KNZO\NOZ

Jkspenklkakjbj


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nc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbr

hotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs

fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbs y fbrhotknc vontbFB\HOZKNC EN AKNO [ PE]KMKENBFKONZE ON KNZO\NOZ

;

Fojklao _nb jo abs vontbibs fs kfpertbntos jo Kntornot os

ab gbmkakjbj jo fojkmkn jo teje tkpe jo jbtes. Bderbso puojo fojkr teje9 muntb conto db vkste susospbmkes pulakmktbrkes (lbnnors), muntes pknmdbrenon oaaes, muntes seakmktbren fs kngerfbmkn etbrkgbs, bs mefe muntbs vontbs db prejumkje unbmbfpbb.

Puojo mbamuabr muntbs vksktbs aaocbren b su wol btrbvs jo mkortb pbablrb mabvo on aes lusmbjeros y

mbamuabr aes lonomkes per 2.000 vksktbs on roabmkn bosb pbablrb mabvo on menmrote per ae muba pejrbfesdblabr jo rontblkakjbj jo pbablrbs mabvo.

Zbflkn tkonon rospuostbs procuntbs mefe Mun-tbs pcknbs mensuatbren aes usubrkes5 Ru sommknjo ab wol os ab fs pepuabr5 Mua os ab rutb fsmefn5 Mua os ab pcknb jo sbakjb fs gromuonto(ab pcknb josjo ab quo aes usubrkes blbnjenbn suwol)5 Muntbs porsenbs aaocbn per prkforb voz ymuntbs ropkton5

Fojke kntorbmtkve Aes usubrkes puojon knvostkcbr, bmmojor buteftk-

mbfonto b un gerfuabrke jo seakmktuj jo tbrkgbs,puojon pbrtkmkpbr on un gere, pabntobr jujbs btrbvs jo jkgorontos skstofbs jo mensuatb (knmaukjbab mensuatb enakno), puojon ostbr menomtbjes b suofprosb o kntorbmtubr men oaab abs


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2.2.< FEJOAE] JO OFP\O]B] ON KNZO\NOZ

Oa fbrhotknc on Kntornot ost bsemkbje men jkvorsesfejoaes jo nocemke.

Aes prknmkpbaos knmauyon oa fejoae Ofprosb b Ofprosb(L


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22

_subrkes nkmes9Osto os oa jbte fs roaovbnto on absostbjstkmbs wol yb quo so rooro b jkstkntbs porsenbs e

usubrkes quo bmmojon b un sktke.

Osto os oa jbte fs kfpertbnto pbrb sblor sk ostbfeseltonkonje trme jo mbakjbj.

Ab mbntkjbj jo usubrkes nkmesroprosontb, unb vkskncaelba joa nkvoa jo trme joa sktke. On menmrote, os ab

mbntkjbj jo usubrkes quo so dbn menomtbje unb voz bun sktke. ]o oxmauyon ontenmos abs vksktbs ropotkjbs. Ostojbte os lskme pbrb vbaerbr oa xkte jo abs ostrbtockbs jombptbmkn. On oa oiofpae joa bpbrtbje bntorker, oa nforejo vksktbntos nkmes sorb jo ?.

2.< MEN]Z\_MMKN [ JO]B\\EAAE JO_NB SOL JO TKZE

On osto bpbrtbje josbrreaabrofes abs mabvos quo dbmonquo un preyomte wol toncb luonb mbakjbj y vorofes aesorreros fs mefunos quo so puojon mefotor men oa n

jo ovktbraes b tkofpe.

Pbrb ab menstrummkn jo unb pcknb wol jo xkte,tonofes quo pbrtkr jo un menemkfkonte pregunje joapora jo abs porsenbs b abs quo nes vbfes b jkrkckr,

jolofes tbflkn tonor menemkfkonte joa gunmkenbfkontejoa nocemke, menemor y tonor mabres aes eliotkves jo abofprosb, y oa somter ab mefpotonmkb. Per osto fetkve, onoa mbse jo quo sulmentrbtofes oa preyomte wol b unbmensuaterb (quo sor ae fs nerfba), jolofes josjonuostrb ofprosb, kfpakmbrnes on mbjb unb jo abs gbsosjo josbrreaae joa fksfe yb quo sae josjo jontre jo ab

ofprosb so puojo menemor ab ackmb joa nocemke.B pbrtkr jo ab kngerfbmkn jo vbaer, quo mefpbrtkrofesmen ab ofprosb prevoojerb jo aes sorvkmkes jo Kntornot,so trbzb un pabn b merte y fojke pabze pbrb dbmor quo abprosonmkb on Kntornot trblbio on sknorckb men aes jofspremoses jo su mefpbb on ab mensomumkn jo suseliotkves ofprosbrkbaos8 per osto fetkve, os pesktkve quo

so kfpakquo fs jo un jopbrtbfonte jo ab ofprosb,selro teje oa jopbrtbfonte meformkba y jo fbrhotknc, ynunmb jolofes jo ponsbr quo un preyomte wol os unb

tbrob jo aes kngerftkmes.

WK]KZB] [ PCKNB] WK]ZB]


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2 pbrquot > dbyb).

Osto tkpe jo tmnkmbs roqukoron jo unb merromtb bpakmbmkny gunmkenbfkonte yb quo os pesklao onabzbr men mubaqukorsommkn pknmdbnje selro oaab, pore os kfpertbnto perquokjontkmb mabrbfonto ba usubrke on quo pbrto jo ab pcknb

wol so onmuontrb.


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2=

Oa tkpe jo rojbmmkn jolo sor sonmkaab y mabrb.

Mubnje ponsbfes on aes mentonkjes y ab kngerfbmknquo vbfes b knmaukr on ab wol jolofes jo fojktbr oatkpe jo kngerfbmkn quo robafonto os roaovbnto pbrb fkplakme eliotkve y mfe josob vorab. Pbrb oaae, jolor-ofes ovktbr bquoaaes kmenes, pbablrbs e mentonkjes quone sobn gmkafonto kjontkmblaos per aes usubrkes nbaos

jo nuostre wol, bs mefe pbablrbs tmnkmbs e torfk-neaecb mefpaoib ospommb jo nuostre somter.

Oa usubrke jolo sontkrso mfeje on mbjb une jo aespbses jontre jo nuostrb pcknb wol.

Jolo sor pesklao josdbmor mubaqukor tkpe jo bmmkn y

bvksbrae, on premoses jo vbrkes pbses, (per oiofpae,jurbnto ab mefprb en akno) so jolo porfktkr ba usubrkeveavor b pbses bntorkeros y fejkmbraes.

Ne so jolon knkmkbr jo fbnorb buteftkmb bmmkenos quooa usubrke ne db erjonbje oxpamktbfonto.

Jolofes jo ovktbr onabmos retes e gerfuabrkes men muba-qukor tkpe jo prelaofb quo dbcb quo oa usubrke puojbponsbr on morrbr ab soskn. (pbrb oste os kfpertbntonbvocbr nuostrb pcknb wol jo voz on mubnje pbrb

mefprelbr oa gunmkenbfkonte).

Per etre abje abs fksfbs bmmkenos (letenos, aknhs) jo-lon aaovbr b aes fksfes sktkes y aes fksfes oaofontesjolon sor kcubaos on teje oa skto. (on bacunes sktos per

muostkenos jo jksoe aaocbn b dbmor robafonto jkgmka abnbvocbmkn, sorb per oiofpae tetbafonto blsurje mbf-lkbr oa jksoe joa kmene joa mbrrkte jo ab mefprb on jks-tkntbs gbsos jo ab mefprb en akno).

Zonjrofes quo prelbr bntos jo pulakmbr oa preyomte woltejes aes ospbmkes on jenjo so kntorbmtb men oa usubrkepbrb provonkr orreros (feteros jo lsquojb kntornes,gerfuabrkes jo batb, robs jo trbnsbmmkn, otm.).

Ab kngerfbmkn jolo sor roaovbnto.

Ab selro-kngerfbmkn os un orrer mefn on fumdespreyomtes wol8 jolofes jo ovktbr penor kngerfbmkn ne

roaovbnto pbrb abs nomoskjbjos jo aes usubrkes yb quostb jospkstb b aes fksfes jo su vorjbjore eliotkveon nuostrb wol.

On mbse jo vornes elakcbjes b penor fumdb knger-fbmkn, yb quo dby prejumtes quo per sus mbrbmtorstk-mbs kntrnsombs ae nomosktbn, jolorofes jo ostrumturbrabper prkerkjbj o kr joibnje aes jotbaaos jo ab fksfb onsocunje pabne e on un nkvoa kngorker jo nbvocbmkn.


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2:

Ab kngerfbmkn vksuba tbflkn jolor jo egromorso onsu iustb fojkjb y jo unb gerfb tmnkmbfonto merromtb(pose ackme jo aes brmdkves).

Os fuy kfpertbnto quo oa usubrke vob on teje fefonteun toagene jo mentbmte yb quo puojo nomosktbr mubaqukortkpe jo byujb jurbnto ab nbvocbmkn e roquorkr fskngerfbmkn selro bacn prejumte b sorvkmke.

Gbmkaktbr ab nbvocbmkn y foierbr su oxporkonmkb jouse os ab foier fbnorb jo cbrbntkzbr oa xkte jonuostre nocemke on kntornot.

2.= MBPZB\ [ GKJOAKYB\ EN AKNO

_nb jo abs nbakjbjos fs kfpertbntos per abs quo fkaos

jo ofprosbs so oflbrmbn on un preyomte wol, os abnomoskjbj jo bufontbr sus vontbs b nuoves makontos8

os jomkr, bprevomdbr oa mbnba pbrb jbr b menemor susprejumtes y mbptbr nuoves mentbmtes wol quo bmblonmenvkrtknjeso on makontos.

Pbrb mbptbr makontos en akno ne dbmo gbatb tonor unb tkonjbvkrtuba, yb quo, ae kfpertbnto os trbnsfktkr menbnzb

on nuostrb ofprosb y nuostres prejumtes, kntontbrgefontbr ab kntorbmtkvkjbj men aes usubrkes knvktnjeaosb pojkr fs kngerfbmkn en akno yb sob per fojke jogerfuabrkes, merroe oaomtrnkme, e knmause procuntnjeaosper quo fojke qukoron quo nes pencbfes on mentbmtemen oaaes. (sfs, toagene...).

_n luon preyomte wol, lkon peskmkenbje, on oa quo aboxporkonmkb jo usubrke sob pesktkvb, mbptb makontos. Ab

lbso jo jbtes jo makontos mbptbjb, per poquob quosob, jolo jo ostbr vkvb, os jomkr, so jolo jo utkakzbrmenstbntofonto men ab nbakjbj (bjofs jo ab purbfonto

meformkba) jo tonor aes jbtes bmtubakzbjes. _nb lbso jojbtes men fs joa 20% jo ofbkas josbmtubakzbjes ne osunb luonb lbso jo jbtes.

Os kfpertbnto tonor unes mrktorkes mabres y sonmkaaes selromefe quorofes socfontbr nuostrb lbso jo jbtes jomakontos pbrb eltonor ab kngerfbmkn nomosbrkb quo nesbyujon b foierbr nuostrbs mbfpbbs. Mrktorkes semke-

jofecrmes, mefe ojbj , soxe, aembakjbj e mrktorkes jo

mefpertbfkonte mefe oa nfore jo mefprbs jurbntojotorfknbje porkeje jo tkofpe, sen vbrkblaos quo nesbyujbn b bnbakzbr jo gerfb sonmkaab oa rosuatbje jonuostrbs mbfpbbs. On qu crupes jo ojbj gunmkenbab vontb jo jotorfknbjes prejumtes5 e mua os abaembakzbmkn jo oses mefprbjeros e usubrkes5

Abs lbsos jo jbtes fs vbaerbjbs sen abs quo soconorbn on nuostrb prepkb pcknb wol, yb quo oapora jo aes usubrkes os kjnoe pbrb ab mefprb guturb

jo nuostres prejumtes e sorvkmkes, ne jolofes jo

eavkjbr quo oa usubrke db vonkje dbstb nuostrb pcknbwol veauntbrkbfonto y nes db joibje sus jbtes ae quones dbmo ponsbr quo su projkspeskmkn b ab mefprb jonuostres prejumtes e sorvkmkes os fuy crbnjo.

_nb voz toncbfes oa mentbmte, sor abler meformkbamenvortkrae on makonto, ab pcknb wol yb dblr robakzbjesu trblbie. (mbptbmkn jo mentbmtes).

Ab pcknb wol jo nuostrb ofprosb ne sae jolo jo tonorab nbakjbj jo mbptbr nuoves makontos, sk ne tbflkn jo

joakzbr b aes bmtubaos.

_ne jo aes skstofbs fs utkakzbjes pbrb ab joakzbmkn

jo makontos sen aes Precrbfbs jo Gkjoakzbmkn (senprecrbfbs jo puntes quo lonomkbn on prepermkn b

aes foieros makontos). Aes Precrbfbs jo Gkjoakzbmkn en-akno pesoon kfpertbntos vontbibs gronto b aes precrbfbstrbjkmkenbaos egg-akno, mefe per oiofpae eptkfkzbr aespremoses men aes pbrtkmkpbntos, rojumkr mestos e bckakzbrabs tbrobs bjfknkstrbtkvbs ontro fumdbs etrbs.

Josbrreaabr un Precrbfb jo Gkjoakzbmkn puojoskcnkmbr rotonor y joakzbr b aes foieros makontos e permentrb, porjoraes per ne pesoor unb luonb ostrbtockbjonkjb b merte y abrce pabze.

(Per oiofpae, un makonto jo toaogenb fvka quo toncbun cbste fonsuba kfpertbnto, pejrb mbflkbr jomefpbb per ne pormklkr quo su mefpbb bmtuba robakmoosguorzes per joakzbrao e per ponsbr quo oa precrbfb

jo joakzbmkn jo puntes quo ao egromon ne os ae

sumkontofonto kntorosbnto pbrb sus nomoskjbjos y ne

os prepermkenbafonto iuste men su cbste robakzbje).


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2?

Crbmkbs b abs mbrbmtorstkmbs nbturbaos jo ab Sol, sopuojo egromor un trbte porsenbakzbje b aes pbrtkmkpbntosy menemor mbjb unb jo abs nomoskjbjos nkmbs jo mbjbknjkvkjue, utkakzbnje abs dorrbfkontbs joa Fbrhotknc Eno-te-Eno quo porfkton quo teje oste sob pesklao.

Aes Precrbfbs jo Gkjoakzbmkn en-akno, tbflknbyujbn, b quo oa pbrtkmkpbnto so skontb fs vknmuabjemen oa fksfe. Puojo bmmojor on mubaqukor fefonteba precrbfb vb wol, pbrb menemor oa ostbje porsenbajo su muontb, ab sktubmkn jo su ostbje jo puntes, abs

nevojbjos on oa mbtaece e oa precrbfb on conorba, yteje oaae on tkofpe roba y skn fevorso jo mbsb, men tejbab mefejkjbj quo oaae supeno.

Oa pbrtkmkpbnto tbflkn puojo sor profkbje on oa fksfefefonte, oakfknbnje jo osto feje, ab josmenoxknquo oxksto on oa abrce porkeje trbnsmurrkje josjo quoun pbrtkmkpbnto jomkjo mbniobr sus puntes per profkesdbstb oa fefonte on quo ae romklo, on oa funje en-aknoteje emurro on tkofpe roba.

Abs tbrobs bjfknkstrbtkvbs so rojumon (so mbamuab quoaes mestos bsemkbjes b aes Precrbfbs jo Gkjoakzbmknroabmkenbjes men aes mestos jo bjfknkstrbmkn y fbn-tonkfkonte puojon pbsbr jo un :0% on aes precrbfbsegg-akno b un 20% dbmkonje oa precrbfb jo joakzbmkn

en-akno) oa premose os fumde fs rpkje, aes jbtes yoa pora joa pbrtkmkpbnto ostn rockstrbjes on oa skstofb

y oa tkofpe quo trbnsmurro ontro oa pojkje y ab romopmknjoa rocbae os fumde foner, bjofs oxkston profkesquo sen knstbntnoes mefe mdoquos rocbaes, prejumtesjkcktbaos (puntes jo toagene fvka, josmbrcb jo vjoes

y fskmb en-akno), josmuontes on tkonjbs en-akno, aklreson pjg, otm.

2.=.2 GE\F_AB\KE]

Aes gerfuabrkes sen nomosbrkes pbrb ab mbptbmkn jomakontos b trbvs jo ab pcknb wol, bacunbs ofprosbspkonsbn quo aes petonmkbaos makontos quo ostn nbvocbnje

on su pcknb wol prooron fojkes fs jkromtes mefe

oa toagene e oa fbka y quo ne josobn roaaonbr jbtes en-akno, pore ab robakjbj os lkon jkstkntb.

Fumdes usubrkes wol prooron utkakzbr oa fojke Kntornot

yb quo os on oa quo so onmuontrbn fs mfejes, yutkakzbn osto mbnba osporbnje quo aos mentoston tbflknper sto, jo ostb gerfb oakcon su fefonte pbrbmentostbr yb quo sk jbs oa toagene fvka, puojon aabfbrtob mubaqukor derb y ne puojos oaockr oa fefonte.

Per etre abje, mubnje un makonto so peno on mentbmte menunb ofprosb, so ao jolo mentostbr b trbvs joa fksfefeje b ne sor quo knjkquo ae mentrbrke. (sk nes osmrklo unfbka dby quo mentostbrao per fbka y sk nes aabfb dby quomentostbrao per toagene).

Pejofes jomkr quo jolofes jo penor oa fxkfe jopesklkakjbjos jo mentbmte men oa makonto b trbvs jo abpcknb wol men ab nbakjbj jo quo oakib oa quo fs ao

custo. (gerfuabrkes, mdbt, toagenes, gbx, fbka, otm.).

B ab derb jo jksobr un gerfuabrke jolofes jo tonor onmuontb ab mbntkjbj jo jbtes quo procuntbfes b aes usu-brkes8 os poakcrese pojkr fs jbtes jo aes nomosbrkes

yb quo puojon bnkfbr ba petonmkba makonto b joibr osbtbrob pbrb etre fefonte y pejofes porjor ab pesklkak-jbj jo mbptbrae.

Aes jbtes quo jolofes jo pojkr jolon sor aes quorobafonto utkakmofes pbrb socfontbr b aes makontos, joostb gerfb, sk vbfes b fbnjbr kngerfbmkn b crupesjo makontos lbsnjenes on su ulkmbmkn coecrmb

jolorofes jo pojkraos aes jbtes coecrmes, sk per oamentrbrke vbfes b fbnjbrao kngerfbmkn joponjkonjejo sus custes e dlktes jolorofes jo procuntbraosselro aes fksfes on oa gerfuabrke.

Ae kfpertbnto os ne procuntbr jbtes quo ne vbybfesb utkakzbr yb quo seae skrvon pbrb bufontbr oa tkofpe joroaaonbje joa gerfuabrke y josbnkfbr ba usubrke.


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2.=.< LB]O] JO JBZE] JO FB\HOZKNC [ ]OC-FONZBMKN

Per fojke jo aes gerfuabrkes jo abs pcknbs wol, so men-skcuon lbsos jo jbtes.

Abs lbsos jo jbtes sen un meniunte jo jbtes bafbmonb-jes skstoftkmbfonto jo gerfb erjonbjb y ostrumturbjbba eliote jo gbmkaktbr ab lsquojb jo ab kngerfbmkn nom-osbrkb y ab knmerperbmkn jo nuoves jbtes, bs mefe abspesklaos kntorroabmkenos oxkstontos ontro oaaes.

]o utkakzbn pbrb bafbmonbr ab kngerfbmkn conorbjb perabs jkstkntbs bmtkvkjbjos jo ab ofprosb pbrb pejor ro-bakzbr jkgorontos costkenos. Zbflkn pbrb costkenbr abkngerfbmkn, pbrb aecrbr un fbyer menemkfkonte joa for-mbje quo porfktb bjomubr ab egortb, y selro teje pbrbpabnkmbr y prepenor bmmkenos jo fbrhotknc fojkbnto oa

ostujke oxdbustkve jo abs fksfbs.

Conorbr lbsos jo jbtes knmrofontb ab ombmkb y ab ogom-tkvkjbj jo ab ofprosb crbmkbs b ab bjomubjb oxpaetbmkn

jo ab kngerfbmkn, per etre abje, ba knmrofontbr oa mene-mkfkonte joa Makonto so pesklkaktb ab vontb mruzbjb y byu-jb b josbrreaabr roabmkenos b abrce pabze men aes makontos,pbrb knmrofontbr su joakjbj, rojumkr oa mbflke b etrbs

pesklaos ofprosbs e fbrmbs y eltonor un veaufon jonocemke fs oaovbje men stes.

]k per oiofpae conorbfes lbsos jo jbtes jo makontosy cubrjbfes su pora jo mefprb, pejrbfes bvorkcubr

quo on unb zenb coecrmb menmrotb so vonjo fs un

prejumte quo etre8 y ostes josmulrkfkontes pejrbn

byujbrnes on ab tefb jo jomkskenos ofprosbrkbaos.

Mubnje tonofes lbsos jo jbtes crbnjos, nes vofeson ab elakcbmkn jo socfontbrabs yb quo ab nbakjbj jo

ab mefunkmbmkn os kntontbr porsenbakzbr oa fonsbio yjkgmkafonto pejrofes jkrkckrnes b fumdes romopterosmen oa fksfe fonsbio o kfpbmtbr jo gerfb pesktkvb se-lro tejes.

Ab socfontbmkn jo formbjes surco jo ab nomoskjbj jojkvkjkr ab pelabmkn, skofpro dotorecnob josjo un pun-


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te jo vkstb meformkba, on un nfore vbrkblao jo crupesdefecnoes, on lbso b mkortes tkpes jo mefpertbfkontejo sus fkoflres.

_n socfonte os un crupe kntornbfonto defecnoe,jkgoronto jo aes jofs crupes on mubnte b su roabmknbnto bmmkenos meformkbaos, gmkafonto kjontkmblao, bm-mosklao on mubnte b crupe y jo unb mkortb ontkjbj.

Crbmkbs b unb luonb socfontbmkn pejofes bufontbroa menemkfkonte jo aes jkgorontos socfontes jo for-mbje y vbaerbr abs pesklkakjbjos jo ab ofprosb on mbjbune jo aes fksfes, per etre abje pejofes bskcnbr bj-omubjbfonto aes jkgorontos prosupuostes jo fbrhotkncy romurses dufbnes jo bmuorje men ab kfpertbnmkb jombjb une jo aes socfontes.

2.: OA O-FBKA FB\HOZKNC2.:.2 R_ O] OA O-FBKA FB\HOZKNC5

Oa O-fbka Fbrhotknc mensksto on oa onve jkromte baluzn jo merroe joa romopter jo un fonsbio pul-

akmktbrke. Osto fonsbio puojo onvkbrso jo unb fbnorbbksabjb e meniuntbfonto men etre tkpe jo kngerfbmknbjkmkenba.

Pbrb ab robakzbmkn jo unb mbfpbb jo fbka fbrhotknc osnomosbrke tonor unb lbso jo jbtes jo merroes oaomtrnk-mes, quo suoaon mensocukrso crbmkbs b aes gerfuabrkesquo so balorcbn on ab wol, e ab susmrkpmkn b leaotknosprepkes.

Oa merroe oaomtrnkme os un fojke jo mefunkmbmkn en

akno fs oxtonjkje y mbjb voz ae utkakzbn fs usubrkes.Pore ae quo fs kntorosb b unb ofprosb quo qukoro ro-bakzbr unb mbfpbb jo fbrhotknc, sen aes rosuatbjes.

Oa O-fbka fbrhotknc ost jofestrbnje teje su petonmkbab abs ofprosbs ospbeabs, quo mbjb voz fs ae romene-mon mefe unb jo abs foieros vbs pbrb mentbmtbr mensus makontos jo gerfb jkromtb.

Oa merroe oaomtrnkme ne seae porfkto onvkbr fonsbios jotoxte e dtfa, skne quo tbflkn porfkto onvkbr fonsbios

tetbafonto fuatkfojkb (senkje, bnkfbmkn, vjoe, otm.).

Ab gerfb y crbsfe joa merroe oaomtrnkme joponjo jo

ab mrobtkvkjbj jo ab ofprosb quo ae jksoo quo tonjrquo tonor on muontb aes pbrfotres fbrmbjes per ab of-prosb quo ae mentrbtb.

Ab nbakjbj jo un merroe oaomtrnkme, suoao sor menvortkr

b aes jostknbtbrkes on makontos e joakzbr b aes quo yb ae

sen. Pbrb oaae tonofes quo mensocukr quo oa jostknbtbrkerobakmo oa makm on oa onabmo merromte.

]ocn Fuatkpakmb (ofprosb mensuaterb on sorvkmkesjo fbrhotknc on Kntornot- www.fuatkpakmb.mef) ae quojolofes jo dbmor os porsubjkr b aes romopteros joab kngerfbmkn, y pbrb oste dby quo lbsbrso on aes sk-cukontos oaofontes mabvo.

_n peskmkenbfkonte lkon mabre (dby quo mensocukr

trbnsfktkr qukonos sefes on pemes socunjes).

Zrbnsfktkr mrojklkakjbj y menbnzb.

Ruo ab kfbcon trbnsfktb ab porsenbakjbj jo ab of-prosb.

Men unb brquktomturb jo ab kngerfbmkn ponsbjb

pbrb oa usubrke (jenjo abs zenbs ostn mabrbs joun seae vkstbze, egromkonje jkgorontos fbnorbs jobmmojor ba prejumte...).

Men grbsos sojumterbs.

Men dorrbfkontbs quo gbmkakton ab vontb

Mrobnje sonsbmkn jo urconmkb (men egortbs y go-mdbs...).

Men unb btonmkn ba makonto mabrb gbmkaktbnje oa men-tbmte on teje fefonte.


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_nb ofprosb puojo onvkbr unb egortb meformkba b unblbso jo jbtes jo usubrkes socfontbjes on gunmkn jojkvorsbs vbrkblaos, semkeomenfkmbs (ojbj, soxe, prevkn-mkb), jo kntorosos (kntorosbjes on gerfbmkn, on butefvka)otm., y sk utkakzbfes dorrbfkontbs jo fbka fbrhotknc pe-

Mefe so puojo kfbcknbr, pbrb aaovbr b mble ostbs bm-mkenos jo fbrhotknc on Kntornot, so nomosktbn unesromurses dufbnes kntornes men un menemkfkonte ospo-mme joa tofb, per oaaes mbjb voz fs abs ofprosbs

lusmbn pbrb sus jopbrtbfontes jo fbrhotknc oa pora

jo rospensblao jo mbnbaos wol, muyb fkskn os purb-fonto meformkba, pore men unb vkskn bjomubjb jo abspesklkakjbjos jo osto mbnba.

2.:.< WONZBIB] JOA O-FBKA FB\HOZKNC

Bderre on mestos

Ab utkakzbmkn joa o-fbka fbrhotknc porfkto rojumkrmestos on tejes y mbjb une jo aes pbses jo roba-kzbmkn jo unb mbfpbb pulakmktbrkb.

Men unb dorrbfkontb bjomubjb pejrofes cbnbron omkonmkb y on mefpotktkvkjbj rpkjbfonto. ]o

puojon rojumkr mestos on mrobtkvkjbj y jksoe, on

fonsbiorb, otm.

jofes tonor menstbnmkb jo qukonos aoon sus merroesoaomtrnkmes, b quo derb y mubntbs vomos aoon su egortbmeformkba bs mefe menemor qukonos dbmon makm selro absjkstkntbs egortbs quo mentkono oa fonsbio meformkba, y ro-bmmkenbr on mensomuonmkb men bmmkenos pestorkeros.

Ab mefunkmbmkn trbjkmkenba oxkco unb pabnkmbmkn

quo puojo aaovbr vbrkbs sofbnbs fkontrbs oa o-fbkafbrhotknc porfkto rojumkr aes pabzes jo tkofpe jogerfb rbjkmba on porkejes jo pabnkmbmkn, oio-mumkn, tkofpes jo ontrocb, otm.

Gaoxklkakjbj jo gerfbtes

Ab oxklkakjbj joa trbtbfkonte jo aes mentonkjes

porfkto bjbptbr aes fksfes b ab jkvorskjbj jo mak-ontos y fbnorbs jo mefunkmbr. Oa o-fbka fbrhotkncos ab dorrbfkontb quo foier bjbptb aes jkgorontosgerfbtes ba romopter jo ab kngerfbmkn. Egromo abpesklkakjbj jo mencurbr tejbs abs gerfbs quo so

fbnkostbn on ab mefunkmbmkn y costkn mefor-mkba jo ab ofprosb en-akno, bs men unes toxtes okfconos merromtbfonto oablerbjes pejofes utk-akzbraes y fbquotbraes on tkofpe romerj pbrb unbrovkstb oaomtrnkmb, unb netkmkb, un lbnnor prefe-

mkenba, unb egortbs jo prejumte, otm.


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GKC_\B ?

GKC_\B 7

Jospus jo oste y men ab nbakjbj jo kr bmetbnje oa aks-tbje jo pbablrbs, pejofes utkakzbr bacunbs dorrbfkon-tbs quo mefpbrbn pbablrbs en akno (ceecao tronjs) menab quo pejrofes vor mubaos jo ontro vbrkbs pbablrbs osfs tomaobjb, men ab nbakjbj jo bpestbr per unb u etrb

pbablrb, tbflkn pejofes utkakzbr segtwbro sucorkjer jopbablrbs mabvo quo nes festrbr pbablrbs roabmkenbjbsmen abs quo yb dofes oaockje.

Mubnje toncbfes oa akstbje jonktkve jo pbablrbs mabvo,

nes jbrofes muontb jo quo ne pejofes peskmkenbr ab

pcknb wol per fojke jo tbntes mrktorkes per ae quo ton-jrofes quo jbrao progoronmkb b unes menmoptes mabvosselro etres.

_nb luonb pbablrb mabvo jolo sor mefnfonto usbjb,jolo jo tonor un nfore jo mefpotkjeros lbie, y jolojo ostbr jkromtbfonto roabmkenbjb men fk ofprosb, nuo-stres prejumtes e sorvkmkes.

On oa oiofpae quo nes emupb roabmkenbje men ab ofpro-sb jo vontb jo suoaes jo pbrquot nes onmentrbfes quo,

men ab pbablrb skfpao pbrquot dby fkaaenos jo rogoron-mkbs (vorcurb ?).

On mbflke, mubnje robakzbfes unb meflknbmkn jo pb-ablrbs per oiofpae pbrquot etbnto oa akstbje jo rogor-onmkb ne suporb aes ?4.?00 (vor curb 7).

Per ae quo pejofes bsocurbr quo abs pbablrbs conrkmbstkonon fumdb fs mefpotonmkb quo abs meflknbmkenosjo pbablrbs.

Aes usubrkes wol, men ab nbakjbj jo bmetbr abs lsquo-jbs jo ab foier fbnorb pesklao, tomaobn meflknbmkenosjo pbablrbs quo aos bmorquon fs b ae quo ostn lus-mbnje, bace quo os pesktkve pbrb pejor peskmkenbrnes joab foier fbnorb pesklao skofpro quo menezmbfes quomrktorkes utkakzbn y mfe ae dbmon.

(_n usubrke, quo sopb dbmor lsquojbs, tomaobrb bntosknstbabmkn jo pbrquot on Wbaonmkb 7:7 rosuatbjes (vorcurb 3) quo knstbabmkn pbrquot :2.700 rosuatbjes(vor curb 4), on jenjo onmentrbrbfes ofprosbs quone sen jo Wbaonmkb y socurbfonto ne trblbibrbfes menoaabs on un guture per ae quo ne pbromo ackme vorabs akstb-jbs on abs pcknbs jo rosuatbjes jo ab lsquojb).


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Capítulo 5 Marketing Online y Posicionamiento en Internet

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