Search Engine Registration, the CAN-Spam Act - Essay Example

Once Grandma’s Treats has a proper website in place, the next priority is to maximize traffic to the website. There are numerous ways of promoting a website such as; banner advertising, cross-media advertising, search engine registration, etc. It recommended that Granma’s Treats initially implement the following modes of promoting a website.

• Banner advertising
• Cross-media advertising
• Search engine registration

Banner Advertising
Banner advertising is undoubtedly the most popular form of advertising on the web. Banner advertising involves putting banners that serve as hyperlinks to your website, on various popular sites. There are both paid and unpaid forms of banner advertising available these days. The unpaid form of banner advertising is referred to as banner exchange – which involves putting banners of another website on your website in return for having your banner placed on other websites (Wilson. 1999). It is recommended that Grandma’s Treats doesn’t indulge in the banner exchange program as having banners on the e-commerce will distract the visitors. So, the best alternative is to go for paid banner advertising, it is important to make a wise decision when choosing a site for placing a banner advertisement.

The site must be related to the gourmet food industry o else the site must be popular locally in the region in which Grandma’s Treats does business. The design of the banner ad is crucial. It should stand out and make people click instinctively (Ryder). Placing a banner on the right side of the page is also a good idea as it will be easily noticed since normally people read from left to right (Ryder. 2007).

To maximize traffic it is essential to have banner ads on numerous websites. A disadvantage of banner advertising is that it is difficult to track how much they contribute to total sales (Wilson. 1999). However, banner advertising does guarantee increased traffic it is one of the oldest forms of advertising on the web and it has been proven to be successful.

Search Engine Registration
Registering with a search engine is crucial for an e-commerce portal. Normally a website would get automatically indexed by a search engine, based on the keywords contained in eh meta tag of the HTML page. However, to increase the search engine ranking, it is essential to use various search engine optimization techniques (SEO). This task can be outsourced to a professional service provider. Grandma’s Treats should adopt the best SEO technique to get more traffic from engines.

Cross Media Advertising

Cross-media advertising is effective in promoting an e-commerce portal, especially if it is done through local media such as newspapers, magazines, radio, and hoardings. Although it is expensive Grandma’s Treats should try this form of promotion, because cross-media advertising is good for brand building and it will generate high-potential traffic on the e-commerce portal

The CAN-Spam Act

The CAN spam Act of 2003 is aimed at preventing the misuse of email advertising. The act doesn’t ban advertising through email, rather it regulates email advertising. A company is allowed to email advertisements if a user has agreed to receive such messages. However, the email should contain a mechanism that allows the user to stop receiving these emails. The act bans any false information or misrepresentative header. Additionally, the CAN spam act bans the selling of mailing lists and imposes strict penalties upon defaulters of the act. (The Federal Trade Commission) Read More