search engine optimization

Search engine optimization

Search engine optimization (SEO) is the process of increasing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.[1] SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic/visitors and the purchase of paid placement. SEO may target different kinds of searches, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines. Optimizing a website may involve editing its content, adding content, and modifying HTML and associated coding to both increase its relevance to specific keywords and remove barriers to the indexing activities of search engines like Google ,Yahoo etc.[citation needed] Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic. By May 2015, mobile search had surpassed desktop search.[3] As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine the higher the website ranks in the search engine results page (SERP). These visitors can then be converted into customers.[4] SEO differs from local Search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services. The former instead is more focused on national or international searches. Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date. Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "Search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service." Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[12] By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate. In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with Search engine optimization and related topics.[14] Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17] Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status. In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.[21] In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[22] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer. Page and Brin founded Google in 1998.[23] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[24] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focused on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[25] By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to Search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[29] In 2007, Google announced a campaign against paid links that transfer PageRank.[30] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any nofollow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[31] As a result of this change the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally several solutions have been suggested that include the usage of iframes, Flash and JavaScript.[32] In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35] In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of 'Conversational Search' where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words [39]. With regards to the changes made to Search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors. The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[40] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[41] in addition to their URL submission console.[42] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[43] however, this practice was discontinued in 2009. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[44] Today, most people are searching on Google using a mobile device.[45] In November 2016, Google announced a major change to the way crawling websites and started to make their index mobile-first, which means the mobile version of your website becomes the starting point for what Google includes in their index.[46] To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[47] A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[48] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[48] Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[49] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[50] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[51] An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[18][19][52] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[53] although the two are not identical. Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings. Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[54] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[55] SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[56] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[59] which revealed a shift in their focus towards "usefulness" and mobile search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device [60]. Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is. SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[61] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[62] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[63] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO. Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[64] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[65] As of 2006, Google had an 85–90% market share in Germany.[66] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[66] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[67] That market share is achieved in a number of countries. As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders. Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[66] On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[68][69] In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[70][71]

Search engine optimization metrics

A number of metrics are available to marketers interested in search engine optimization. Search engines and software creating such metrics all use their own crawled data to derive at a numeric conclusion on a website's organic search potential. Since these metrics can be manipulated, they can never be completely reliable for accurate and truthful results. Google PageRank (Google PR) is one of the methods Google uses to determine a page's relevance or importance. Important pages receive a higher PageRank and are more likely to appear at the top of the search results. Google PageRank (PR) is a measure from 0 - 10. Google PageRank is based on backlinks. PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.[1] However, Google claims there will be no more PageRank updates, rendering this metric as outdated.[2] As of 15 April 2016 Google has officially removed the PR score from their Toolbar.[3] Alexa Traffic Rank is based on the amount of traffic recorded from users that have the Alexa toolbar installed over a period of three months. A site's ranking is based on a combined measure of Unique Visitors and Pageviews. Unique Visitors are determined by the number of unique Alexa users who visit a site on a given day. Pageviews are the total number of Alexa user URL requests for a site. Alexa's Traffic Ranks are for domains only and do not give separate rankings for subpages within a domain or subdomains.[4] Domain Authority (DA), a website metric developed by Moz, is a predictive metric to determine a website's traffic and organic search engine rankings. Domain Authority is based on different link metrics, such as number of linking root domains, number of total backlinks, and the distance of backlinks from the home page of websites.[5] Compared to Domain Authority which determines the ranking strength of an entire domain or subdomain, Page Authority measures the strength of an individual page.[6] It's a score developed by Moz on a 100-point logarithmic scale. Unlike TrustFlow, domain authority does not account for spam.

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2] In 2007, U.S. advertisers spent US $24.6 billion on Search engine marketing.[3] In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S. search engine spend.[4] As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[5] Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider. It may also be self-serve or through an advertising agency. As of October 2016, Google leads the global search engine market with a market share of 89.3%. Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3%, and Chinese search engine Baidu is fourth globally with a share of about 0.68%.[6] As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly. Search engines developed business models to finance their services, such as pay per click programs offered by Open Text[7] in 1996 and then Goto.com[8] in 1998. Goto.com later changed its name[9] to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing. Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program. By 2007, pay-per-click programs proved to be primary moneymakers[10] for search engines. In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance. The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010.[11] Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged. The term "Search engine marketing" was popularized by Danny Sullivan in 2001[12] to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals. Search engine marketing uses at least five methods and metrics to optimize websites.[citation needed] Search engine marketing is a way to create and edit a website so that search engines rank it higher than other pages. It should be also focused on keyword marketing or pay-per-click advertising (PPC). The technology enables advertisers to bid on specific keywords or phrases and ensures ads appear with the results of search engines. With the development of this system, the price is growing under the high level of competition. Many advertisers prefer to expand their activities, including increasing search engines and adding more keywords. The more advertisers are willing to pay for clicks, the higher the ranking for advertising, which leads to higher traffic.[15] PPC comes at a cost. The higher position is likely to cost $5 for a given keyword, and $4.50 for a third location. A third advertiser earns 10% less than the top advertiser, while reducing traffic by 50%.[15] Investors must consider their return on investment when engaging in PPC campaigns. Buying traffic via PPC will deliver a positive ROI when the total cost-per-click for a single conversion remains below the profit margin. That way the amount of money spent to generate revenue is below the actual revenue generated[16]. A positive ROI is the outcome. There are many reasons explaining why advertisers choose the SEM strategy. First, creating a SEM account is easy and can build traffic quickly based on the degree of competition. The shopper who uses the search engine to find information tends to trust and focus on the links showed in the results pages. However, a large number of online sellers do not buy search engine optimization to obtain higher ranking lists of search results, but prefer paid links. A growing number of online publishers are allowing search engines such as Google to crawl content on their pages and place relevant ads on it.[17] From an online seller's point of view, this is an extension of the payment settlement and an additional incentive to invest in paid advertising projects. Therefore, it is virtually impossible for advertisers with limited budgets to maintain the highest rankings in the increasingly competitive search market. Google's Search engine marketing is one of the western world's marketing leaders, while its Search engine marketing is its biggest source of profit.[18] Google's search engine providers are clearly ahead of the Yahoo and Bing network. The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results. Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages. Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in the main results area or as a separately identified advertising area. The fee structure is both a filter against superfluous submissions and a revenue generator. Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis. However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently. A per-click fee may also apply. Each search engine is different. Some sites allow only paid inclusion, although these have had little success. More frequently, many search engines, like Yahoo!,[19] mix paid inclusion (per-page and per-click fee) with results from web crawling. Others, like Google (and as of 2006, Ask.com[20][21]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such). Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users. Often the line between pay per click advertising and paid inclusion is debatable. Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users. Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages. In the general case, one has no control as to when their page will be crawled or added to a search engine index. Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified. Paid inclusion is a Search engine marketing method in itself, but also a tool of search engine optimization, since experts and firms can test out different approaches to improving ranking and see the results often within a couple of days, instead of waiting weeks or months. Knowledge gained this way can be used to optimize other web pages, without paying the search engine company. SEM is the wider discipline that incorporates SEO. SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO). SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done. A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time. SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices. In some contexts, the term SEM is used exclusively to mean pay per click advertising,[2] particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition. Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting. Creating the link between SEO and PPC represents an integral part of the SEM concept. Sometimes, especially when separate teams work on SEO and PPC and the efforts are not synced, positive results of aligning their strategies can be lost. The aim of both SEO and PPC is maximizing the visibility in search and thus, their actions to achieve it should be centrally coordinated. Both teams can benefit from setting shared goals and combined metrics, evaluating data together to determine future strategy or discuss which of the tools works better to get the traffic for selected keywords in the national and local search results. Thanks to this, the search visibility can be increased along with optimizing both conversions and costs.[22] Another part of SEM is social media marketing (SMM). SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[23] Some of the latest theoretical advances include Search engine marketing management (SEMM). SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO). SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO. For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor. SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar. Paid search advertising has not been without controversy and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reports[24][25][26] by Consumer Reports WebWatch. The Federal Trade Commission (FTC) also issued a letter[27] in 2002 about the importance of disclosure of paid advertising on search engines, in response to a complaint from Commercial Alert, a consumer advocacy group with ties to Ralph Nader. Another ethical controversy associated with search marketing has been the issue of trademark infringement. The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years. In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term.[28] Though the policy has been changed this continues to be a source of heated debate.[29] On April 24, 2012 many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank. The Google Update was called Penguin. Since then, there have been several different Penguin/Panda updates rolled out by Google. SEM has, however, nothing to do with link buying and focuses on organic SEO and PPC management. As of October 20, 2014 Google has released three official revisions of their Penguin Update. In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc. v. 1-800 Contacts, Inc. that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword. In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its trademark enforcement practices in the Search engine marketing space have unreasonably restrained competition in violation of the FTC Act. 1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.[30] AdWords is recognized as a web-based advertising utensil since it adopts keywords which can deliver adverts explicitly to web users looking for information in respect to a certain product or service. It is flexible and provides customizable options like Ad Extensions, access to non-search sites, leveraging the display network to help increase brand awareness. The project hinges on cost per click (CPC) pricing where the maximum cost per day for the campaign can be chosen, thus the payment of the service only applies if the advert has been clicked. SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services. One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested. Moreover, SEM companies have described AdWords as a practical tool for increasing a consumer’s investment earnings on Internet advertising. The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion. AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass. The assistance of AdWord canvass could contribute to the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months.[31] Another way Search engine marketing is managed is by contextual advertising. Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites. A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines. Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[32] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[33] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[32] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility. Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[32] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

List of search engines

This is a List of search engines, including web search engines, selection-based search engines, metasearch engines, desktop search tools, and web portals and vertical market websites that have a search facility for online databases. For a list of search engine software, see List of enterprise search vendors. * Powered by Bing ** Powered by Google *** Metasearch engine † Main website is a portal General: Academic materials only: Search engines dedicated to a specific kind of information These search engines work across the BitTorrent protocol. Desktop search engines listed on a light purple background are no longer in active development.

Local search engine optimisation

Local search engine optimization (Local SEO) is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine's unpaid results (SERP- search engine results page) often referred to as "natural", "organic", or "earned" results.[1] In general, the higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.[2] Local SEO, however, differs in that it is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when users enter local searches for its products or services.[3] Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search. For example, local SEO is all about ‘optimizing‘ your online presence to attract more business from relevant local searches. The majority of these searches take place on Google, Yahoo, Bing and other search engines but for better optimization in your local area you should also use sites like Yelp, Angie's List, Linkedin, Local business directories, social media channels and others.[4] The origin of local SEO can be traced back[5] to 2003-2005 when search engines tried to provide people with results in their vicinity as well as additional information such as opening times of a store, listings in maps, etc. Local SEO has evolved over the years to provide a targeted online marketing approach that allows local businesses to appear based on a range of local search signals, providing a distinct difference from broader organic SEO which prioritises relevance of search over distance of searcher. Local searches trigger search engines to display two types of results on the Search engine results page: local organic results and the 'Local Pack'.[3] The local organic results include web pages related to the search query with local relevance. These often include directories such as Yelp, Yellow Pages, Facebook etc.[3] The Local Pack displays businesses that have signed up with Google and taken ownership of their 'Google My Business' (GMB) listing. Information displayed in the GMB listing and hence in the Local Pack can come from different sources:[6] Depending on the searches, Google can show relevant local results in Google Maps or Search. This is true on both mobile and desktop devices.[7] Google has added a new Q&A features to Google Maps allowing users to submit questions to owners and allowing these to respond.[8] Major search engines have algorithms that determine which local businesses rank in local search. Primary factors that impact a local business's chance of appearing in local search include proper categorization in business directories, a business's name, address, and phone number (NAP) being crawlable on the website, and citations (mentions of the local business on other relevant websites like a chamber of commerce website).[9] In 2016, a study using statistical analysis assessed how and why businesses ranked in the Local Packs and identified positive correlations between local rankings and 100+ ranking factors.[10] Although the study can’t replicate google’s algorithm, it did deliver several interesting findings: Prominence, relevance, and distance are the three main criteria Google claims to use in its algorithms to show results that best match a user's query.[12] According to a group of local SEO experts who took part in a survey, links and reviews are more important than ever to rank locally.[13] As a result of both Google as well as Apple offering "near me" as an option to users, some authors[14] report on how Google Trends shows very significant increases in "near me" queries. The same authors also report that the factors correlating the most with Local Pack ranking for "near me" queries include the presence of the "searched city and state in backlinks' anchor text" as well as the use of the " 'near me' in internal link anchor text" An important update to Google's local algorithm, rolled out on the 1st of September 2016.[15] Summary of the update on local search results: As previously explained (see above), the Possum update led similar listings, within the same building, or even located on the same street, to get filtered. As a result, only one listing "with greater organic ranking and stronger relevance to the keyword" would be shown.[16] After the Hawk update on 22 August 2017, this filtering seems to apply only to listings located within the same building or close by (e.g. 50 feet), but not to listings located further away (e.g.325 feet away).[16] As previously explained (see above), reviews are deemed to be an important ranking factor. Joy Hawkins, a Google Top Contributor and local SEO expert, highlights the problems due to fake reviews:[17]

Metasearch engine

A Metasearch engine (or search aggregator) is an online Information retrieval tool that uses the data of a web search engine to produce its own results.[1][2] Metasearch engines take input from a user and immediately query search engines for results. Sufficient data is gathered, ranked, and presented to the users. Problems such as spamming reduces the accuracy and precision of results.[3] The process of fusion aims to improve the engineering of a Metasearch engine.[4] Examples of Metasearch engines include Skyscanner and Kayak.com, which aggregate search results of online travel agencies and provider websites and Excite, which aggregates results from internet search engines. The first person to incorporate the idea of meta searching was Daniel Dreilinger of Colorado State University . He developed SearchSavvy, which let users search up to 20 different search engines and directories at once. Although fast, the search engine was restricted to simple searches and thus wasn't reliable. University of Washington student Eric Selberg released a more "updated" version called MetaCrawler. This search engine improved on SearchSavvy's accuracy by adding its own search syntax behind the scenes, and matching the syntax to that of the search engines it was probing. Metacrawler reduced the amount of search engines queried to 6, but although it produced more accurate results, it still wasn't considered as accurate as searching a query in an individual engine.[5] On May 20, 1996, HotBot, then owned by Wired, was a search engine with search results coming from the Inktomi and Direct Hit databases. It was known for its fast results and as a search engine with the ability to search within search results. Upon being bought by Lycos in 1998, development for the search engine staggered and its market share fell drastically. After going through a few alterations, HotBot was redesigned into a simplified search interface, with its features being incorporated into Lycos' website redesign.[6] A Metasearch engine called Anvish was developed by Bo Shu and Subhash Kak in 1999; the search results were sorted using instantaneously trained neural networks.[7] This was later incorporated into another Metasearch engine called Solosearch.[8] In August 2000, India got its first meta search engine when HumHaiIndia.com was launched.[9] It was developed by the then 16 year old Sumeet Lamba.[10] The website was later rebranded as Tazaa.com.[11] Ixquick is a search engine known for its privacy policy statement. Developed and launched in 1998 by David Bodnick, it is owned by Surfboard Holding BV. On June 2006, Ixquick began to delete private details of its users following the same process with Scroogle. Ixquick's privacy policy includes no recording of users' IP addresses, no identifying cookies, no collection of personal data, and no sharing of personal data with third parties.[12] It also uses a unique ranking system where a result is ranked by stars. The more stars in a result, the more search engines agreed on the result. In April 2005, Dogpile, then owned and operated by InfoSpace, Inc., collaborated with researchers from the University of Pittsburgh and Pennsylvania State University to measure the overlap and ranking differences of leading Web search engines in order to gauge the benefits of using a Metasearch engine to search the web. Results found that from 10,316 random user-defined queries from Google, Yahoo!, and Ask Jeeves, only 3.2% of first page search results were the same across those search engines for a given query. Another study later that year using 12,570 random user-defined queries from Google, Yahoo!, MSN Search, and Ask Jeeves found that only 1.1% of first page search results were the same across those search engines for a given query.[13] By sending multiple queries to several other search engines this extends the coverage data of the topic and allows more information to be found. They use the indexes built by other search engines, aggregating and often post-processing results in unique ways. A Metasearch engine has an advantage over a single search engine because more results can be retrieved with the same amount of exertion.[2] It also reduces the work of users from having to individually type in searches from different engines to look for resources.[2] Metasearching is also a useful approach if the purpose of the user’s search is to get an overview of the topic or to get quick answers. Instead of having to go through multiple search engines like Yahoo! or Google and comparing results, Metasearch engines are able to quickly compile and combine results. They can do it either by listing results from each engine queried with no additional post-processing (Dogpile) or by analyzing the results and ranking them by their own rules (IxQuick, Metacrawler, and Vivismo). A Metasearch engine can also hide the searcher's IP address from the search engines queried thus providing privacy to the search. It is in view of this that the French government in 2018 decreed that all government searches be done using Qwant, which is believed to be a Metasearch engine.[14] Metasearch engines are not capable of parsing query forms or able to fully translate query syntax. The number of hyperlinks generated by Metasearch engines are limited, and therefore do not provide the user with the complete results of a query.[15] The majority of Metasearch engines do not provide over ten linked files from a single search engine, and generally do not interact with larger search engines for results. Pay per click links are prioritised and are normally displayed first.[16] Metasearching also gives the illusion that there is more coverage of the topic queried, particularly if the user is searching for popular or commonplace information. It's common to end with multiple identical results from the queried engines. It is also harder for users to search with advanced search syntax to be sent with the query, so results may not be as precise as when a user is using an advanced search interface at a specific engine. This results in many Metasearch engines using simple searching.[17] A Metasearch engine accepts a single search request from the user. This search request is then passed on to another search engine’s database. A Metasearch engine does not create a database of web pages but generates a Federated database system of data integration from multiple sources.[18][19][20] Since every search engine is unique and has different algorithms for generating ranked data, duplicates will therefore also be generated. To remove duplicates,a Metasearch engine processes this data and applies its own algorithm. A revised list is produced as an output for the user.[citation needed] When a Metasearch engine contacts other search engines, these search engines will respond in three ways: Web pages that are highly ranked on many search engines are likely to be more relevant in providing useful information.[21] However, all search engines have different ranking scores for each website and most of the time these scores are not the same. This is because search engines prioritise different criteria and methods for scoring, hence a website might appear highly ranked on one search engine and lowly ranked on another. This is a problem because Metasearch engines rely heavily on the consistency of this data to generate reliable accounts.[21] A Metasearch engine uses the process of Fusion to filter data for more efficient results. The two main fusion methods used are: Collection Fusion and Data Fusion. Spamdexing is the deliberate manipulation of search engine indexes. It uses a number of methods to manipulate the relevance or prominence of resources indexed in a manner unaligned with the intention of the indexing system. Spamdexing can be very distressing for users and problematic for search engines because the return contents of searches have poor precision.[citation needed] This will eventually result in the search engine becoming unreliable and not dependable for the user. To tackle Spamdexing, search robot algorithms are made more complex and are changed almost every day to eliminate the problem.[24] It is a major problem for Metasearch engines because it tampers with the Web crawler's indexing criteria, which are heavily relied upon to format ranking lists. Spamdexing manipulates the natural ranking system of a search engine, and places websites higher on the ranking list than they would naturally be placed.[25] There are three primary methods used to achieve this: Content spam are the techniques that alter the logical view that a search engine has over the page's contents. Techniques include: Link spam are links between pages present for reasons other than merit. Techniques include: This is a SEO technique in which different materials and information are sent to the web crawler and to the web browser.[26] It is commonly used as a spamdexing technique because it can trick search engines into either visiting a site that is substantially different from the search engine description or giving a certain site a higher ranking.

Search engine results page

Search engine results pages (SERP) are the pages displayed by search engines in response to a query by a searcher. The main component of the SERP is the listing of results that are returned by the search engine in response to a keyword query, although the pages may also contain other results such as advertisements.[1] The results are of two general types, organic search (i.e., retrieved by the search engine's algorithm) and sponsored search (i.e., advertisements). The results are normally ranked by relevance to the query. Each result displayed on the SERP normally includes a title, a link that points to the actual page on the Web, and a short description showing where the keywords have matched content within the page for organic results. For sponsored results, the advertiser chooses what to display. Due to the huge number of items that are available or related to the query, there usually are several pages in response to a single search query as the search engine or the user's preferences restrict viewing to a subset of results per page. Each succeeding page will tend to have lower ranking or lower relevancy results. Just like the world of traditional print media and its advertising, this enables competitive pricing for page real estate, but is complicated by the dynamics of consumer expectations and intent— unlike static print media where the content and the advertising on every page is the same all of the time for all viewers, despite such hard copy being localized to some degree, usually geographic, like state, metro-area, city, or neighborhoods, search engine results can vary based on individual factors such as browsing habits.[2] The organic search results, query, and advertisements are the three main components of the SERP, However, the SERP of major search engines, like Google, Yahoo!, and Bing, may include many different types of enhanced results (organic search, and sponsored) such as rich snippets, images, maps, definitions, answer boxes, videos or suggested search refinements. A recent study revealed that 97% of queries in Google returned at least one rich feature.[3] The major search engines visually differentiate specific content types such as images, news, and blogs. Many content types have specialized SERP templates and visual enhancements on the first search results page. Also known as 'user search string', this is the word or set of words that are typed by the user in the search bar of the search engine. The search box is located on all major search engines like Google, Yahoo, and Bing. Users indicate the topic desired based on the keywords they enter into the search box in the search engine. In the competition between search engines to draw the attention of more users and advertisers, consumer satisfaction has been a driving force in the evolution of the search algorithm applied to better filter the results by relevancy. Search queries are no longer successful based upon merely finding words that match purely by spelling. Intent and expectations have to be derived to determine whether the appropriate result is a match based upon the broader meanings drawn from context. And that sense of context has grown from simple matching of words, and then of phrases, to the matching of ideas. And the meanings of those ideas change over time and context. Successful matching can be crowd sourced, what are others currently searching for and clicking on, when one enters keywords related to those other searches. And the crowd sourcing may be focused based upon one's own social networking. With the advent of portable devices, smartphones, and wearable devices, watches and various sensors, these provide ever more contextual dimensions for consumer and advertiser to refine and maximize relevancy using such additional factors that may be gleaned like: a person's relative health, wealth, and various other status, time of day, personal habits, mobility, location, weather, and nearby services and opportunities, whether urban or suburban, like events, food, recreation, and business. Social context and crowd sourcing influences can also be pertinent factors. The move away from keyboard input and the search box to voice access, aside from convenience, also makes other factors available to varying degrees of accuracy and pertinence, like: a person's character, intonation, mood, accent, ethnicity, and even elements overheard from nearby people and the background environment. Searching is changing from explicit keywords: on TV show w, did x marry y or z, or election results for candidate x in county y for this date z, or final scores for team x in game y for this date z to vocalizing from a particular time and location: hey, so who won. And getting the results that one expects. Organic SERP listings are the natural listings generated by search engines based on a series of metrics that determines their relevance to the searched term. Webpages that score well on a search engine's algorithmic test show in this list. These algorithms are generally based upon factors such as the content of a webpage, the trustworthiness of the website, and external factors such as backlinks, social media, news, advertising, etc.[4][5] People tend to view the first results on the first page.[6] Each page of search engine results usually contains 10 organic listings (however some results pages may have fewer organic listings). The listings, which are on the first page are the most important ones, because those get 91% of the click through rates (CTR) from a particular search. According to a 2013 study,[7] the CTR's for the first page goes as: Every major search engine with significant market share accepts paid listings. This unique form of search engine advertising guarantees that your site will appear in the top results for the keyword terms you target within a day or less. Paid search listings are also called sponsored listings and/or Pay Per Click (PPC) listings. Rich snippets are displayed by Google in the search results pages when a website contains content in structured data markup. Structured data markup helps the Google algorithm to index and understand the content better. Google supports rich snippets for the following data types: Search engines like Google or Bing have started to expand their data into encyclopedias and other rich sources of information. Google for example calls this sort of information "Knowledge Graph", if a search query matches it will display an additional sub-window on right hand side with information from its sources.[8][9] Information about product (example Nike), hotels, events, flights, places, businesses, people, books and movies, countries, sport groups, architecture and more can be obtained that way. Major search engines like Google, Yahoo!, and Bing primarily use content contained within the page and fallback to metadata tags of a web page to generate the content that makes up a search snippet.[10] Generally, the HTML title tag will be used as the title of the snippet while the most relevant or useful contents of the web page (description tag or page copy) will be used for the description. Search engine result pages are protected from automated access by a range of defensive mechanisms and the terms of service.[11] These result pages are the primary data source for SEO companies, the website placement for competitive keywords became an important field of business and interest. Google has even used Twitter to warn users against this practice[12] The sponsored (creative) results on Google can cost a large amount of money for advertisers. The most expensive keywords are for legal services, especially personal injury lawyers in highly competitive markets. These keywords range in the hundreds of USD, while the most expensive is nearly 1000 USD for each sponsored click. The process of harvesting search engine result pages data is usually called "search engine scraping" or in a general form "web crawling" and generates the data SEO related companies need to evaluate website competitive organic and sponsored rankings. This data can be used to track the position of websites and show the effectiveness of SEO as well as keywords that may need more SEO investment to rank higher.

Click-through rate

Click-through rate (CTR) is the ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement. It is commonly used to measure the success of an online advertising campaign for a particular website as well as the effectiveness of email campaigns.[1][2] Click-through rates for ad campaigns vary tremendously. The very first online display ad shown for AT&T on the website HotWired in 1994, had a 44% Click-through rate.[3] With time, the overall rate of user's clicks on webpage banner ads has decreased. The purpose of Click-through rates is to measure the ratio of clicks to impressions of an online ad or email marketing campaign. Generally the higher the CTR the more effective the marketing campaign has been at bringing people to a website.[4] Most commercial websites are designed to elicit some sort of action, whether it be to buy a book, read a news article, watch a music video, or search for a flight. People rarely visit websites with the intention of viewing advertisements, in the same way that few people watch television to view the commercials.[5] While marketers want to know the reaction of the web visitor, with current technology it is nearly impossible to quantify the emotional reaction to the site and the effect of that site on the firm's brand. However, Click-through rate is an easy piece of data to acquire. The Click-through rate measures the proportion of visitors who initiated an advertisement that redirected them to another page where they might purchase an item or learn more about a product or service. Forms of interaction with advertisements other than clicking is possible, but rare; "Click-through rate" is the most commonly used term to describe the efficacy of an advert.[5] The Click-through rate of an advertisement is the number of times a click is made on the ad, divided by the number of times the ad is "served", that is, shown (also called impressions), expressed as a percentage: Click-through rates for banner ads have decreased over time.[6] When banner ads first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent.[7] In most cases, a 2% Click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average Click-through rate of 3% in the 1990s declined to 2.4%–0.4% by 2002.[8] Since advertisers typically pay more for a high Click-through rate, getting many click-throughs with few purchases is undesirable to advertisers.[7] Similarly, by selecting an appropriate advertising site with high affinity (e.g., a movie magazine for a movie advertisement), the same banner can achieve a substantially higher CTR. Though personalized ads, unusual formats, and more obtrusive ads typically result in higher Click-through rates than standard banner ads, overly intrusive ads are often avoided by viewers.[8][9] Modern online advertising has moved beyond just using banner ads. Popular search engines allow advertisers to display ads in with the search results triggered by a search user. These ads are usually in text format and may include additional links and information like phone numbers, addresses and specific product pages.[10] This additional information moves away from the poor user experience that can be created from intrusive banner ads and provides useful information to the search user, resulting in higher Click-through rates for this format of pay-per-click Advertising. Having high Click-through rate isn't the only goal for an online advertiser, who may develop campaigns to raise awareness for the overall gain of valuable traffic, sacrificing some Click-through rate for that purpose. Search engine advertising has become a significant element of the Web browsing experience. Choosing the right ads for the query and the order in which they are displayed greatly affects the probability that a user will see and click on each ad. This ranking has a strong impact on the revenue the search engine receives from the ads. Further, showing the user an ad that they prefer to click on improves user satisfaction. For these reasons, there is an increasing interest in accurately estimating the Click-through rate of ads in a recommender system.[citation needed] An email Click-through rate is defined as the number of recipients who click one or more links in an email and landed on the sender's website, blog, or other desired destination. More simply, email Click-through rates represent the number of clicks that your email generated.[11][12] Email Click-through rate is expressed as a percentage, and calculated by dividing the number of click throughs by the number of tracked message deliveries.[13] Most email marketers use this metrics along with open rate, bounce rate and other metrics, to understand the effectiveness and success of their email campaign.[14] In general there is no ideal Click-through rate. This metric can vary based on the type of email sent, how frequently emails are sent, how the list of recipients is segmented, how relevant the content of the email is to the audience, and many other factors.[15] Even time of day can affect Click-through rate. Sunday appears to generate considerably higher Click-through rates on average when compared to the rest of the week.[16] Every year various types of research studies are conducted to track the overall effectiveness of Click-through rates in email marketing.[17][18] Experts on Search engine optimization (SEO) have claimed since the mid-2010s that Click-through rate has an impact on organic rankings. Numerous case studies have been published to support this theory. Proponents supporting this theory often claim that Click-through rate is a ranking signal for Google's RankBrain algorithm. In a video interview with Dan Petrovic, he states, "There is absolutely no shadow of a doubt that CTR is a ranking signal. CTR is not only a ranking signal, CTR is essential to Google’s self-analytics."[19] In an article by Neil Patel, Patel quotes Matt Cutts saying, "It doesn’t really matter how often you show up. It matters how often you get clicked on..." He also cites a study where a 20% increase in Click-through rates resulted in 30% more organic clicks.[20] Opponents of this theory claim Click-through rate has little or no impact on organic rankings. Bartosz Góralewicz published the results of an experiment on Search Engine Land where he claims, "Despite popular belief, Click-through rate is not a ranking factor. Even massive organic traffic won’t affect your website’s organic positions."[21] More recently, Barry Schwartz wrote on Search Engine Land, "...Google has said countless times, in writing, at conferences, that CTR is not used in their ranking algorithm."[22]

Organic search

Organic search is a method for entering one or several search terms as a single string of text into a search engine. Organic search results appear as paginated lists, are based on relevance to the search terms, and exclude advertisements; whereas non-Organic search results do not filter out pay per click advertising. The Google, Yahoo!, and Bing search engines insert advertising on their search results pages. The ads are designed to look similar to the search results, though different enough for readers to distinguish between ads and actual results. This is done with various differences in background, text, link colors, and/or placement on the page. As of 2004[update], however, the appearance of ads on all major search engines is so similar to genuine search results that a majority of search engine users cannot effectively distinguish between the two.[1] Because so few ordinary users (38% according to Pew Research Center) realized that many of the highest placed "results" on search engine results pages (SERPs) were ads, the search engine optimization industry began to distinguish between ads and natural results.[citation needed] The perspective among general users was that all results were, in fact, "results." So the qualifier "organic" was invented to distinguish non-ad search results from ads.[citation needed] The term was first used by Internet theorist John Kilroy in a 2004 article on paid search marketing.[citation needed] Because the distinction is important (and because the word "organic" has many metaphorical uses) the term is now in widespread use within the search engine optimization and web marketing industry. As of July 2009, the term "Organic search" is now commonly used outside the specialist web marketing industry, even used frequently by Google (throughout the Google Analytics site, for instance). Google claims their users click (organic) search results more often than ads, essentially rebutting the research cited above. A 2012 Google study found that 81% of ad impressions and 66% of ad clicks happen when there is no associated Organic search result on the first page.[2] Research has shown that searchers may have a bias against ads, unless the ads are relevant to the searcher's need or intent.[3] The same report and others going back to 1997 by Pew show that users avoid clicking "results" they know to be ads. Incidentally, according to a June 2013 study by Chitika, 9 out of 10 searchers don't go beyond Google's first page of Organic search results, a claim often cited by the search engine optimization (SEO) industry to justify optimizing websites for Organic search.[4][5] Organic SEO describes the use of certain strategies or tools to elevate a website's content in the "free" search results. Users can prevent ads in search results and list only organic results by using browser add-ons and plugins. Other browsers may have different tools developed for blocking ads. Organic SEO refers to the method that all the procedures for search engine optimization are followed by the proper method of taking a position on the search result.

Social media optimization

Social media optimization (SMO) is the use of a number of outlets and communities to generate publicity to increase the awareness of a product, service brand or event. Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Facebook, Twitter, video sharing websites and blogging sites. SMO is similar to search engine optimization, in that the goal is to generate web traffic and increase awareness for a website. In general, Social media optimization refers to optimizing a website and its content to encourage more users to use and share links to the website across social media and networking sites. SMO also refers to software tools that automate this process, or to website experts who undertake this process for clients. The goal of SMO is to strategically create interesting online content, ranging from well-written text to eye-catching digital photos or video clips that encourages and entices people to engage with a website and then share this content, via its weblink, with their social media contacts and friends. Common examples of social media engagement are "liking and commenting on posts, retweeting, embedding, sharing, and promoting content".[1] Social media optimization is also an effective way of implementing online reputation management (ORM), meaning that if someone posts bad reviews of a business, a SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.[2] In the 2010s, with social media sites overtaking TV as a source for news for young people, news organisations have become increasingly reliant on social media platforms for generating web traffic. Publishers such as The Economist employ large social media teams to optimise their online posts and maximise traffic,[3] while other major publishers now use advanced artificial intelligence (AI) technology to generate higher volumes of web traffic.[4] Social media optimization is becoming an increasingly important factor in search engine optimization, which is the process of designing a website in a way so that it has as high a ranking as possible on search engines. As search engines are increasingly utilizing the recommendations of users of social networks such as Reddit, Facebook, Tumblr, Twitter, YouTube, LinkedIn, Pinterest, Instagram and Google+ to rank pages in the search engine result pages.[citation needed] The implication is that when a webpage is shared or "liked" by a user on a social network, it counts as a "vote" for that webpage's quality. Thus, search engines can use such votes accordingly to properly ranked websites in search engine results pages. Furthermore, since it is more difficult to top the scales or influence the search engines in this way, search engines are putting more stock into social search.[5] This, coupled with increasingly personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization. Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo! Local have become increasingly important. While Social media optimization is related to search engine marketing, it differs in several ways. Primarily, SMO focuses on driving web traffic from sources other than search engines, though improved search engine ranking is also a benefit of successful Social media optimization. Further, SMO is helpful to target particular geographic regions in order to target and reach potential customers. This helps in lead generation (finding new customers) and contributes to high conversion rates (i.e., converting previously uninterested individuals into people who are interested in a brand or organization). Social media optimization is in many ways connected to the technique of viral marketing or "viral seeding" where word of mouth is created through the use of networking in social bookmarking, video and photo sharing websites. An effective SMO campaign can harness the power of viral marketing; for example, 80% of activity on Pinterest is generated through "repinning." Furthermore, by following social trends and utilizing alternative social networks, websites can retain existing followers while also attracting new ones. This allows businesses to build an online following and presence, all linking back to the company's website for increased traffic. For example, with an effective social bookmarking campaign, not only can website traffic be increased, but a site's rankings can also be increased. In a similar way, the engagement with blogs creates a similar result by sharing content through the use of RSS in the blogosphere and special blog search engines. Social media optimization is considered an integral part of an online reputation management (ORM) or search engine reputation management (SERM) strategy for organizations or individuals who care about their online presence.[6] Social media optimization is not limited to marketing and brand building. Increasingly, smart businesses are integrating social media participation as part of their knowledge management strategy (i.e., product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and more). Additionally, Social media optimization can be implemented to foster a community of the associated site, allowing for a healthy business-to-consumer (B2C) relationship.[7] According to technologist Danny Sullivan, the term "Social media optimization" was first used and described by marketer Rohit Bhargava[8][9] on his marketing blog in August 2006. In the same post, Bhargava established the five important rules of Social media optimization. Bhargava believed that by following his rules, anyone could influence the levels of traffic and engagement on their site, increase popularity, and ensure that it ranks highly in search engine results. An additional 11 SMO rules have since been added to the list by other marketing contributors. The 16 rules of SMO, according to one source, are as follows:[10] Bhargava's initial five rules were more specifically designed to SMO, while the list is now much broader and addresses everything that can be done across different social media platforms. According to author and CEO of TopRank Online Marketing, Lee Odden, a Social Media Strategy is also necessary to ensure optimization. This is a similar concept to Bhargava's list of rules for SMO. The Social Media Strategy may consider:[11] According to Lon Safko and David K. Brake in The Social Media Bible, it is also important to act like a publisher by maintaining an effective organisational strategy, to have an original concept and unique "edge" that differentiates one's approach from competitors, and to experiment with new ideas if things do not work the first time.[2] If a business is blog-based, an effective method of SMO is using widgets that allow users to share content to their personal social media platforms. This will ultimately reach a wider target audience and drive more traffic to the original post. Blog widgets and plug-ins for post-sharing are most commonly linked to Facebook, Google+, LinkedIn, and Twitter. They occasionally also link to social media platforms such as StumbleUpon, Tumblr, and Pinterest. Many sharing widgets also include user counters which indicate how many times the content has been liked and shared across different social media pages. This can influence whether or not new users will engage with the post, and also gives businesses an idea of what kind of posts are most successful at engaging audiences. By using relevant and trending keywords in titles and throughout blog posts, a business can also increase search engine optimization and the chances of their content of being read and shared by a large audience.[11] The root of effective SMO is the content that is being posted, so professional content creation tools can be very beneficial. These can include editing programs such as Photoshop, GIMP, Final Cut Pro, and Dreamweaver. Many websites also offer customization options such as different layouts to personalize a page and create a point of difference.[2] With social media sites overtaking TV as a source for news for young people, news organisations have become increasingly reliant on social media platforms for generating traffic. A report by Reuters Institute for the Study of Journalism described how a 'second wave of disruption' had hit news organisations,[12] with publishers such as The Economist having to employ large social media teams to optimism their posts and maximize traffic.[3] Major publishers such as Le Monde and Vogue now use advanced artificial intelligence (AI) technology from Echobox to post stories more effectively and generate higher volumes of traffic.[4] Social media gaming is online gaming activity performed through social media sites with friends and online gaming activity that promotes social media interaction. Examples of the former include FarmVille, Clash of Clans, Clash Royale, FrontierVille, and Mafia Wars. In these games a player's social network is exploited to recruit additional players and allies. An example of the latter is Empire Avenue, a virtual stock exchange where players buy and sell shares of each other's social network worth. Nielsen Media Research estimates that, as of June 2010, social networking and playing online games account for about one-third of all online activity by Americans.[13] Facebook has in recent years become a popular channel for advertising, alongside traditional forms such as television, radio, and print. With over 1 billion active users, and 50% of those users logging into their accounts every day[14] it is an important communication platform that businesses can utilize and optimize to promote their brand and drive traffic to their websites. There are three commonly used strategies to increase advertising reach on Facebook: Improving effectiveness and increasing network size are organic approaches, while buying more reach is a paid approach which does not require any further action.[15] Most businesses will attempt an "organic" approach to gaining a significant following before considering a paid approach. Because Facebook requires a login, it is important that posts are public to ensure they will reach the widest possible audience. Posts that have been heavily shared and interacted with by users are displayed as 'highlighted posts' at the top of newsfeeds. In order to achieve this status, the posts need to be engaging, interesting, or useful. This can be achieved by being spontaneous, asking questions, addressing current events and issues, and optimizing trending hashtags and keywords. The more engagement a post receives, the further it will spread and the more likely it is to feature on first in search results. Another organic approach to Facebook optimization is cross-linking different social platforms. By posting links to websites or social media sites in the profile 'about' section, it is possible to direct traffic and ultimately increase search engine optimization. Another option is to share links to relevant videos and blog posts.[11] Facebook Connect is a functionality that launched in 2008 to allow Facebook users to sign up to different websites, enter competitions, and access exclusive promotions by logging in with their existing Facebook account details. This is beneficial to users as they don't have to create a new login every time they want to sign up to a website, but also beneficial to businesses as Facebook users become more likely to share their content. Often the two are interlinked, where in order to access parts of a website, a user has to like or share certain things on their personal profile or invite a number of friends to like a page. This can lead to greater traffic flow to a website as it reaches a wider audience. Businesses have more opportunities to reach their target markets if they choose a paid approach to SMO. When Facebook users create an account, they are urged to fill out their personal details such as gender, age, location, education, current and previous employers, religious and political views, interests, and personal preferences such as movie and music tastes. Facebook then takes this information and allows advertisers to use it to determine how to best market themselves to users that they know will be interested in their product. This can also be known as micro-targeting. If a user clicks on a link to like a page, it will show up on their profile and newsfeed. This then feeds back into organic Social media optimization, as friends of the user will see this and be encouraged to click on the page themselves. Although advertisers are buying mass reach, they are attracting a customer base with a genuine interest in their product. Once a customer base has been established through a paid approach, businesses will often run promotions and competitions to attract more organic followers.[10] The number of businesses that use Facebook to advertise also holds significant relevance. Currently there are three million businesses that advertise on Facebook.[16] This makes Facebook the world's largest platform for social media advertising. What also holds importance is the amount of money leading businesses are spending on Facebook advertising alone. Procter & Gamble spend $60 million every year on Facebook advertising.[17] Other advertisers on Facebook include Microsoft, with a yearly spend of £35 million, Amazon, Nestle and American Express all with yearly expenditures above £25 million per year. Furthermore the number of small businesses advertising on Facebook is of relevance. This number has grown rapidly over the upcoming years and demonstrates how important social media advertising actually is. Currently 70% of the UK's small businesses use Facebook advertising.[18] This is a substantial number of advertisers. Almost half of the world's small businesses use social media marketing product of some sort. This demonstrates the impact that social media has had on the current digital marketing era.

Keyword clustering

Keyword clustering is a practice search engine optimization (SEO) professionals use to segment target search terms into groups (clusters) relevant to each page of the website. After keyword research, search engine professionals cluster keywords into small groups which they spread across pages of the website to achieve higher rankings in the search engine results (SERP). Keyword clustering is a fully automated process performed by Keyword clustering tools. The term and the first principles were first introduced in 2015 by the Russian search engine optimization expert Alexey Chekushin.[1] The SERP-based Keyword clustering tool Just-Magic was released in the same year in Russia. The Keyword clustering tool available in English language was developed by the Thailand-based company Topvisor in the summer of 2015.[2]. A year later such tool was introduced by Estonia-based company Spyserp. The main difference is all languages are available for clustering there[3]. Keyword clustering is based on the first ten search results (TOP-10) regardless of the search engine or custom settings. The TOP 10 search results are the first ten listings that a search engine shows for a certain search query. In most cases, the TOP-10 matches the first page of the search results. The general algorithm of Keyword clustering includes four steps that a tool completes to cluster keywords: Apart from the clustering level, there are also different types of the Keyword clustering that affect the way all keywords within one group are linked to each other. Similar to the clustering level, the type of Keyword clustering can be set prior to the clustering. A Keyword clustering tool scans the list of keywords and then picks the most popular keyword. The most popular keyword is a keyword with the highest search volume. Then a tool compares the TOP 10 search result listings that showed up for the taken keyword to the TOP10 search results that showed up for another keyword to detect the number of matching URLs. If the detected number matches the selected grouping level, the keywords are grouped together. As the result, all keywords within one group will be related to the keyword with the highest search volume, but they will not necessarily be related to each other (will not necessarily have matching URLs with each other). A Keyword clustering tool scans the list of keywords and then picks a keyword with the highest search volume. Then a tool compares the TOP 10 search result listings that showed up for the taken keyword to the TOP10 search results that showed up for another keyword to detect the number of matching URLs. At the same time, a tool compares all keywords to each other. If the detected number of identical search listings matches the selected grouping level, the keywords are grouped together. As the result, every keyword within one group will have a related keyword with matching URL or URLs in the same group. But two random pairs of keywords will not necessarily have matching URLs. A Keyword clustering tool scans the list of keywords and then picks a keyword with the highest search volume. Then a tool compares the TOP 10 search result listings that showed up for the taken keyword to the TOP10 search results that showed up for another keyword to detect the number of matching URLs. At the same time, a tool compares all keywords to each other and all matching URLs in the detected pairs. If the detected number of identical search listings matches the selected grouping level, the keywords are grouped together. As the result, all keywords within a group will be related to each other by having the same matching URLs. As the major part of the website optimization process, SEO professionals research keywords to get a pool of target search terms which they use to promote their website and get higher rankings in the search results. After they get a list of keywords related to the contents of the website, they segment the list into smaller groups. Each group is usually relevant to a certain page of the website or a certain topic. Originally, SEO professionals had to group out the keyword pool manually, by picking a keyword after keyword and identifying possible clusters. It could be done with the help of Google Adwords Keyword Tool but it still required a lot of manual work. There was a need in an automated algorithm that would segment keywords into clusters on auto-pilot. Prior to the Keyword clustering, search engine optimization experts developed keyword grouping tools based on the process known as lemmatisation. Lemma is a base or dictionary form of a word (without inflectional endings). In linguistics, lemmatisation is a process of grouping together the different inflected forms of a word so they can be analyzed as a single item.[5] In search engine optimization, the process of lemmatisation includes four steps: As the result, a search engine optimization specialist gets a list of keyword groups. Each keyword in a certain group has matching lemmas with all other keywords within this group. Compared to lemma-based keyword grouping, SERP-based Keyword clustering produces groups of keywords that might reveal no morphological matches, but will have matches in the search results. It allows search engine professionals getting a keyword structure close to what a search engine dictates. Soft and Hard type of Keyword clustering and the general algorithm was introduced by the Russian SEO expert Alexey Chekushin in 2015. In the same year, he developed and introduced the automated tool that could cluster keywords.

Spamdexing

In digital marketing and online advertising, Spamdexing (also known as search engine spam, search engine poisoning, black-hat search engine optimization (SEO), search spam or web spam)[1] is the deliberate manipulation of search engine indexes. It involves a number of methods, such as link building and repeating unrelated phrases, to manipulate the relevance or prominence of resources indexed, in a manner inconsistent with the purpose of the indexing system.[2][3] It could be considered to be a part of search engine optimization, though there are many search engine optimization methods that improve the quality and appearance of the content of web sites and serve content useful to many users.[4] Search engines use a variety of algorithms to determine relevancy ranking. Some of these include determining whether the search term appears in the body text or URL of a web page. Many search engines check for instances of Spamdexing and will remove suspect pages from their indexes. Also, search-engine operators can quickly block the results-listing from entire websites that use Spamdexing, perhaps alerted by user complaints of false matches. The rise of Spamdexing in the mid-1990s made the leading search engines of the time less useful. Using unethical methods to make websites rank higher in search engine results than they otherwise would is commonly referred to in the SEO (search engine optimization) industry as "black-hat SEO". These methods are more focused on breaking the search-engine-promotion rules and guidelines. In addition to this, the perpetrators run the risk of their websites being severely penalized by the Google Panda and Google Penguin search-results ranking algorithms.[5] Common Spamdexing techniques can be classified into two broad classes: content spam[4] (or term spam) and link spam.[3] The earliest known reference[2] to the term Spamdexing is by Eric Convey in his article "Porn sneaks way back on Web," The Boston Herald, May 22, 1996, where he said: The problem arises when site operators load their Web pages with hundreds of extraneous terms so search engines will list them among legitimate addresses. The process is called "Spamdexing," a combination of spamming — the Internet term for sending users unsolicited information — and "indexing."[2]These techniques involve altering the logical view that a search engine has over the page's contents. They all aim at variants of the vector space model for information retrieval on text collections. Keyword stuffing involves the calculated placement of keywords within a page to raise the keyword count, variety, and density of the page. This is useful to make a page appear to be relevant for a web crawler in a way that makes it more likely to be found. Example: A promoter of a Ponzi scheme wants to attract web surfers to a site where he advertises his scam. He places hidden text appropriate for a fan page of a popular music group on his page, hoping that the page will be listed as a fan site and receive many visits from music lovers. Older versions of indexing programs simply counted how often a keyword appeared, and used that to determine relevance levels. Most modern search engines have the ability to analyze a page for keyword stuffing and determine whether the frequency is consistent with other sites created specifically to attract search engine traffic. Also, large webpages are truncated, so that massive dictionary lists cannot be indexed on a single webpage.[citation needed] Unrelated hidden text is disguised by making it the same color as the background, using a tiny font size, or hiding it within HTML code such as "no frame" sections, alt attributes, zero-sized DIVs, and "no script" sections. People screening websites for a search-engine company might temporarily or permanently block an entire website for having invisible text on some of its pages. However, hidden text is not always Spamdexing: it can also be used to enhance accessibility. This involves repeating keywords in the meta tags, and using meta keywords that are unrelated to the site's content. This tactic has been ineffective since 2005.[citation needed] "Gateway" or doorway pages are low-quality web pages created with very little content, but are instead stuffed with very similar keywords and phrases. They are designed to rank highly within the search results, but serve no purpose to visitors looking for information. A doorway page will generally have "click here to enter" on the page. In 2006, Google ousted BMW for using "doorway pages" to the company's German site, BMW.de.[6] Scraper sites are created using various programs designed to "scrape" search-engine results pages or other sources of content and create "content" for a website.[citation needed] The specific presentation of content on these sites is unique, but is merely an amalgamation of content taken from other sources, often without permission. Such websites are generally full of advertising (such as pay-per-click ads), or they redirect the user to other sites. It is even feasible for scraper sites to outrank original websites for their own information and organization names. Article spinning involves rewriting existing articles, as opposed to merely scraping content from other sites, to avoid penalties imposed by search engines for duplicate content. This process is undertaken by hired writers or automated using a thesaurus database or a neural network. Similarly to article spinning, some sites use machine translation to render their content in several languages, with no human editing, resulting in unintelligible texts. Publishing web pages that contain information that is unrelated to the title is a misleading practice known as deception. Despite being a target for penalties from the leading search engines that rank pages, deception is a common practice in some types of sites, including dictionary and encyclopedia sites. Link spam is defined as links between pages that are present for reasons other than merit.[7] Link spam takes advantage of link-based ranking algorithms, which gives websites higher rankings the more other highly ranked websites link to it. These techniques also aim at influencing other link-based ranking techniques such as the HITS algorithm.[citation needed] Link farms are tightly-knit networks of websites that link to each other for the sole purpose of gaming the search engine ranking algorithms. These are also known facetiously as mutual admiration societies.[8] Use of links farms has been greatly reduced after Google launched the first Panda Update in February 2011, which introduced significant improvements in its spam-detection algorithm. Blog networks (PBNs) are a group of authoritative websites used as a source of contextual links that point to the owner's main website to achieve higher search engine ranking. Owners of PBN websites use expired domains or auction domains that have backlinks from high-authority websites. Google targeted and penalized PBN users on several occasions with several massive deindexing campaigns since 2014.[9] Putting hyperlinks where visitors will not see them to increase link popularity. Highlighted link text can help rank a webpage higher for matching that phrase. A Sybil attack is the forging of multiple identities for malicious intent, named after the famous multiple personality disorder patient "Sybil". A spammer may create multiple web sites at different domain names that all link to each other, such as fake blogs (known as spam blogs). Spam blogs are blogs created solely for commercial promotion and the passage of link authority to target sites. Often these "splogs" are designed in a misleading manner that will give the effect of a legitimate website but upon close inspection will often be written using spinning software or very poorly written and barely readable content. They are similar in nature to link farms. Guest blog spam is the process of placing guest blogs on websites for the sole purpose of gaining a link to another website, or websites. Unfortunately often confused with legitimate forms of guest blogging with other motives than placing links. Made famous by Matt Cutts publicly declaring "war" against this method of link spam.[10] Some link spammers utilize expired domain crawler software or monitor DNS records for domains that will expire soon, then buy them when they expire and replace the pages with links to their pages. However, it is possible but not confirmed that Google resets the link data on expired domains.[citation needed] To maintain all previous Google ranking data for the domain, it is advisable that a buyer grabs the domain before it is "dropped". Some of these techniques may be applied for creating a Google bomb — that is, to cooperate with other users to boost the ranking of a particular page for a particular query. Cookie stuffing involves placing an affiliate tracking cookie on a website visitor's computer without their knowledge, which will then generate revenue for the person doing the cookie stuffing. This not only generates fraudulent affiliate sales, but also has the potential to overwrite other affiliates' cookies, essentially stealing their legitimately earned commissions. Web sites that can be edited by users can be used by spamdexers to insert links to spam sites if the appropriate anti-spam measures are not taken. Automated spambots can rapidly make the user-editable portion of a site unusable. Programmers have developed a variety of automated spam prevention techniques to block or at least slow down spambots. Spam in blogs is the placing or solicitation of links randomly on other sites, placing a desired keyword into the hyperlinked text of the inbound link. Guest books, forums, blogs, and any site that accepts visitors' comments are particular targets and are often victims of drive-by spamming where automated software creates nonsense posts with links that are usually irrelevant and unwanted. Comment spam is a form of link spam that has arisen in web pages that allow dynamic user editing such as wikis, blogs, and guestbooks. It can be problematic because agents can be written that automatically randomly select a user edited web page, such as a Wikipedia article, and add spamming links.[11] Wiki spam is a form of link spam on wiki pages. The spammer uses the open editability of wiki systems to place links from the wiki site to the spam site. The subject of the spam site is often unrelated to the wiki page where the link is added. Referrer spam takes place when a spam perpetrator or facilitator accesses a web page (the referee), by following a link from another web page (the referrer), so that the referee is given the address of the referrer by the person's Internet browser. Some websites have a referrer log which shows which pages link to that site. By having a robot randomly access many sites enough times, with a message or specific address given as the referrer, that message or Internet address then appears in the referrer log of those sites that have referrer logs. Since some Web search engines base the importance of sites on the number of different sites linking to them, referrer-log spam may increase the search engine rankings of the spammer's sites. Also, site administrators who notice the referrer log entries in their logs may follow the link back to the spammer's referrer page. Because of the large amount of spam posted to user-editable webpages, Google proposed a nofollow tag that could be embedded with links. A link-based search engine, such as Google's PageRank system, will not use the link to increase the score of the linked website if the link carries a nofollow tag. This ensures that spamming links to user-editable websites will not raise the sites ranking with search engines. Nofollow is used by several major websites, including Wordpress, Blogger and Wikipedia.[citation needed] A mirror site is the hosting of multiple websites with conceptually similar content but using different URLs. Some search engines give a higher rank to results where the keyword searched for appears in the URL. URL redirection is the taking of the user to another page without his or her intervention, e.g., using META refresh tags, Flash, JavaScript, Java or Server side redirects. However, 301 Redirect, or permanent redirect, is not considered as a malicious behavior. Cloaking refers to any of several means to serve a page to the search-engine spider that is different from that seen by human users. It can be an attempt to mislead search engines regarding the content on a particular web site. Cloaking, however, can also be used to ethically increase accessibility of a site to users with disabilities or provide human users with content that search engines aren't able to process or parse. It is also used to deliver content based on a user's location; Google itself uses IP delivery, a form of cloaking, to deliver results. Another form of cloaking is code swapping, i.e., optimizing a page for top ranking and then swapping another page in its place once a top ranking is achieved. Google refers to these type of redirects as Sneaky Redirects.[12] Spamdexed pages are sometimes eliminated from search results by the search engine. Users can craft at search keyword, for example, a keyword preceding "-" (minus) will eliminate sites that contains the keyword in their pages or in their domain of URL of the pages from search result. Example, search keyword "-naver" will eliminate sites that contains word "naver" in their pages and the pages whose domain of URL contains "naver". Google itself launched the Google Chrome extension "Personal Blocklist (by Google)" in 2011 as part of countermeasures against content farming.[13][14] As of 2018, the extension only works with the PC version of Google Chrome.

Web content development

Web content development is the process of researching, writing, gathering, organizing, and editing information for publication on websites. Website content may consist of prose, graphics, pictures, recordings, movies, or other digital assets that could be distributed by a hypertext transfer protocol server, and viewed by a web browser. When the World Wide Web began, web developers either developed online content themselves, or modified existing documents and coded them into hypertext markup language (HTML). In time, the field of website development came to encompass many technologies, so it became difficult for website developers to maintain so many different skills. Content developers are specialized website developers who have content generation skills such as graphic design, multimedia development, professional writing, and documentation. They can integrate content into new or existing websites without using information technology skills such as script language programming and database programming. Content developers or technical content developers can also be technical writers who produce technical documentation that helps people understand and use a product or service. This documentation includes online help, manuals, white papers, design specifications, developer guides, deployment guides, release notes, etc. Content developers may also be search engine optimization specialists, or internet marketing professionals. High quality, unique content is what search engines are looking for. Content development specialists, therefore, have a very important role to play in the search engine optimization process. One issue currently plaguing the world of Web content development is keyword-stuffed content which are prepared solely for the purpose of manipulating search engine rankings. The effect is that content is written to appeal to search engine (algorithms) rather than human readers. Search engine optimization specialists commonly submit content to article directories to build their website's authority on any given topic. Most article directories allow visitors to republish submitted content with the agreement that all links are maintained. This has become a method of search engine optimization for many websites today. If written according to SEO copywriting rules, the submitted content will bring benefits to the publisher (free SEO-friendly content for a webpage) as well as to the author (a hyperlink pointing to his/her website, placed on an SEO-friendly webpage).[1] Web content is no longer restricted to text. Search engines now index audio/visual media, including video, images, PDFs, and other elements of a web page. Website owners sometimes use content protection networks to scan for plagiarized content.

Progressive enhancement

Progressive enhancement is a strategy for web design that emphasizes core webpage content first. This strategy then progressively adds more nuanced and technically rigorous layers of presentation and features on top of the content as the end-user's browser/internet connection allow. The proposed benefits of this strategy are that it allows everyone to access the basic content and functionality of a web page, using any browser or Internet connection, while also providing an enhanced version of the page to those with more advanced browser software or greater bandwidth. "Progressive enhancement" was coined by Steven Champeon & Nick Finck at the SXSW Interactive conference on March 11, 2003 in Austin,[1] and through a series of articles for Webmonkey which were published between March and June 2003.[2] Specific Cascading Style Sheets (CSS) techniques pertaining to flexibility of the page layout accommodating different screen resolutions is the concept associated with responsive web design approach. .net Magazine chose Progressive enhancement as #1 on its list of Top Web Design Trends for 2012 (responsive design was #2).[3] Google has encouraged the adoption of Progressive enhancement to help "our systems (and a wider range of browsers) see usable content and basic functionality when certain web design features are not yet supported".[4] The strategy is an evolution of a previous web design strategy known as graceful degradation, wherein designers would create Web pages for the latest browsers that would also work well in older versions of browser software. Graceful degradation was supposed to allow the page to "degrade", or remain presentable even if certain technologies assumed by the design were not present, without being jarring to the user of such older software. In Progressive enhancement (PE) the strategy is deliberately reversed: a basic markup document is created, geared towards the lowest common denominator of browser software functionality, and then the designer adds in functionality or enhancements to the presentation and behavior of the page, using modern technologies such as Cascading Style Sheets, Scalable Vector Graphics (SVG), or JavaScript. All such enhancements are externally linked, preventing data unusable by certain browsers from being unnecessarily downloaded. The Progressive enhancement approach is derived from Champeon's early experience (c. 1993-4) with Standard Generalized Markup Language (SGML), before working with HTML or any Web presentation languages, as well as from later experiences working with CSS to work around browser bugs. In those early SGML contexts, semantic markup was of key importance, whereas presentation was nearly always considered separately, rather than being embedded in the markup itself. This concept is variously referred to in markup circles as the rule of separation of presentation and content, separation of content and style, or of separation of semantics and presentation. As the Web evolved in the mid-nineties, but before CSS was introduced and widely supported, this cardinal rule of SGML was repeatedly violated by HTML's extenders. As a result, web designers were forced to adopt new, disruptive technologies and tags in order to remain relevant. With a nod to graceful degradation, in recognition that not everyone had the latest browser, many began to simply adopt design practices and technologies only supported in the most recent and perhaps the single previous major browser releases. For several years, much of the Web simply did not work in anything but the most recent, most popular browsers. This remained true until the rise and widespread adoption of and support for CSS, as well as many populist, grassroots educational efforts (from Eric Costello, Owen Briggs, Dave Shea, and others) showing Web designers how to use CSS for layout purposes. Progressive enhancement is based on a recognition that the core assumption behind "graceful degradation" — that browsers always got faster and more powerful — was proving itself false with the rise of handheld and PDA devices with low-functionality browsers and serious bandwidth constraints. In addition, the rapid evolution of HTML and related technologies in the early days of the Web has slowed, and very old browsers have become obsolete, freeing designers to use powerful technologies such as CSS to manage all presentation tasks and JavaScript to enhance complex client-side behavior. First proposed as a somewhat less unwieldy catchall phrase to describe the delicate art of "separating document structure and contents from semantics, presentation, and behavior", and based on the then-common use of CSS hacks to work around rendering bugs in specific browsers, the Progressive enhancement strategy has taken on a life of its own as new designers have embraced the idea and extended and revised the approach. The Progressive enhancement strategy consists of the following core principles: Web pages created according to the principles of Progressive enhancement are by their nature more accessible, because the strategy demands that basic content always be available, not obstructed by commonly unsupported or easily disabled scripting. Additionally, the sparse markup principle makes it easier for tools that read content aloud to find that content. It is unclear as to how well Progressive enhancement sites work with older tools designed to deal with table layouts, "tag soup", and the like. Improved results with respect to search engine optimization (SEO) is another side effect of a Progressive enhancement-based Web design strategy. Because the basic content is always accessible to search engine spiders, pages built with Progressive enhancement methods avoid problems that may hinder search engine indexing.[14] Some skeptics, such as Garret Dimon, have expressed their concern that Progressive enhancement is not workable in situations that rely heavily on JavaScript to achieve certain user interface presentations or behaviors,[15] to which unobtrusive JavaScript is one response. Others have countered with the point that informational pages should be coded using Progressive enhancement in order to be indexed by spiders,[16] and that even Flash-heavy pages should be coded using Progressive enhancement.[17] In a related area, many have expressed their doubts concerning the principle of the separation of content and presentation in absolute terms, pushing instead for a realistic recognition that the two are inextricably linked.[18][19]

Search optimization

Search optimization may refer to:

Squeeze page

A Squeeze page is a landing page created to solicit opt-in email addresses from prospective subscribers.[1] In the field of direct marketing, the subscriber list is considered the most important part of a mailing campaign. Marketers devote a great deal of time and money to collecting a "list" of highly targeted subscribers as a result. Common methods for gathering a mail list include business reply mail, telemarketing, list rentals, and co-registration agreements. Email lists serve the same purpose in the digital world. A highly targeted list of email subscribers allows the owner to market their product and service with a fairly high probability of success. With the proliferation of spam, however, consumers are very careful about giving out their email addresses. To ease consumer concerns experienced online, businesses create "Squeeze pages" that detail the businesses' privacy standards and what the subscriber will receive. A Squeeze page is a single web page with the sole purpose of capturing information for follow-up marketing; that means NO exit hyperlinks. Quality Squeeze pages use success stories that the prospect would relate to when making a buying decision. They also use things like color psychology, catchy sales copy and keyword rich text placed with SEO (search engine optimization) in mind.[2] Some advanced marketers even use audio and video on their Squeeze page. Internet marketers borrow copywriting techniques from offline direct response marketing. This includes the use of a headline, bullets, teaser copy, deadlines, testimonials, scarcity, and the like. Aggressive marketers will present visitors with multiple incentives in exchange for their contact information. As a general rule, Internet marketers try to keep the content on their Squeeze pages to a minimum. The goal of the page is to obtain the visitor's email address; additional information could distract the user or cause them to "click away" to a different website. Navigation and hyperlinks are almost always absent from typical Squeeze pages. The absence of links is used to focus visitors' attention on one choice: register for the email list or leave the site. Squeeze pages are often used in conjunction with an email autoresponder to begin delivering information as soon as the visitor confirms their email address. The autoresponder may be utilized to send a series of follow-up emails or to provide an immediate download link to get information. Promising information upon completion of confirming their email address has proven to be an effective method of increasing opt-ins using Squeeze pages. New technology has also led to adding voice or video to Squeeze pages in an effort to capture the visitor's attention. In 2011, on two occasions (Google "Panda" and "Farmer" in February and June), the major search engines adjusted their algorithms to more accurately rank and sometimes exclude Squeeze pages that are considered to be "spam" due to their lack of content. In addition, some marketers have seen their pay-per-click campaigns being penalized by restrictions that prevent "affiliates" from purchasing pay-per-click advertising to build opt-in lists for future sales. In response, marketers have begun to increase the amount of content included on Squeeze pages to ensure that their page maintains its search result rankings. Content on a Squeeze page can be increased by adding a blog at the bottom of the page. Another Squeeze page design that is growing in popularity is a combination of a linear sales page and a Squeeze page. This design keeps the Squeeze page basics such as opt-in form, bullet points, and video at the top of the page. At the bottom of the page the user would find more content and product information..

Outline of search engines

The following outline is provided as an overview of and topical guide to search engines. Search engine – information retrieval system designed to help find information stored on a computer system. The search results are usually presented as a list, and are commonly called hits. List of search engines Search-based application – Search engine technology Search engine marketing

HubSpot

HubSpot is a developer and marketer of software products for inbound marketing and sales. It was founded by Brian Halligan and Dharmesh Shah in 2006. Its products and services aim to provide tools for social media marketing, content management, web analytics and search engine optimization. HubSpot was founded by Brian Halligan and Dharmesh Shah at the Massachusetts Institute of Technology (MIT) in 2006.[3] The company grew from $255,000 in revenues in 2007 to $15.6 million in 2010.[3][4] Later that year HubSpot acquired Oneforty, the Twitter app store founded by Laura Fitton.[5][6] The company also introduced new software for personalizing websites to each visitor.[7] According to Forbes, HubSpot started out targeting small companies but "moved steadily upmarket to serve larger businesses of up to 1000 employees."[8][9] HubSpot filed for an initial public offering with the Securities and Exchange Commission on August 25, 2014 requesting they be listed on the New York Stock Exchange under the ticker symbol HUBS.[10] In July 2017, HubSpot acquired Kemvi, which applies artificial intelligence and machine learning to help sales teams.[11] HubSpot provides tools for social media marketing, content management, web analytics, landing pages, customer support and search engine optimization.[3][12][13][14][15] HubSpot has integration features for salesforce.com, SugarCRM, NetSuite, Microsoft Dynamics CRM and others.[16] There are also third-party services such as templates and extensions.[17] Additionally, HubSpot offers consulting services and an online resource academy for learning inbound marketing tactics.[18][19] It also hosts user group conferences and inbound marketing and certification programs.[19] HubSpot promotes their inbound marketing concepts through their own marketing,[13] and has been called "a prolific creator of content" such as blogs, social media, webinars and white papers.[8] In 2010, an article in the Harvard Business Review said that HubSpot's most effective inbound marketing feature was its free online tools.[20] One such tool, the Marketing Grader, assessed and scored website performance.[21][22] The company introduced a Twitter tracking feature in 2011.[23][24] In November 2016, HubSpot launched HubSpot Academy, an online training platform that provides various digital marketing training programs.[25] In 2018, HubSpot integrated Taboola on the dashboard, a global pay-per-click native ad network.[26] In November 2019, HubSpot acquired PieSync, a customer data synchronization platform.[27] The company launched HubSpot CRM Free in 2014.[28] The CRM product tracks and manages interactions between a company and its customers and prospects. It enables companies to forecast revenue, measure sales team productivity, and report on revenue sources.[29][30][31] The software as a service product is free and integrates with Gmail, G Suite, Microsoft Office for Windows, and other software.[32] HubSpot has been described as unique because it strives to provide its customers with an all-in-one approach.[14][33] A 2012 review in CRM Search said HubSpot was not the best business solution in each category but that taken as a whole it was the best "marketing solution" that combined many tools into one package.[8] It identified HubSpot's "strengths" as the sophistication of its Call to Action (CTA) tool, its online ecosystem and its "ease of use." Its weakness was described as having "more breadth than depth." The review said the lack of customization and design tools could be limiting and that it was missing advanced features such as Business Process Management (BPM) tools to manage workflow.[8] HubSpot hosts an annual marketing conference for HubSpot users and partners called "Inbound." The conference is typically located in Boston. In 2019, they had the largest of the conferences in the event history with a record of over 26,000 attendees.[34][35] In July 2015, HubSpot's CMO, Mike Volpe, was dismissed for violating HubSpot’s code of business conduct after it was found that he tried to obtain a draft copy of the book Disrupted: My Misadventure in the Start Up Bubble, written by his former employee Daniel Lyons.[36][37] According to an article in the Boston Globe, records obtained under the Freedom of Information Act indicated that HubSpot executives considered the book "a financial threat to HubSpot" and Volpe used "tactics such as email hacking and extortion" in the attempt to prevent the book from being published.[38] In April 2016, after his book was published, Lyons wrote in the New York Times that HubSpot had a "frat house" atmosphere. He also called the company a "digital sweatshop" in which workers had little job security.[39] Later that month, HubSpot's founders gave an official response to the book, in which they addressed several, but not all, of Lyons' claims.[40] The Boston Business Journal named HubSpot a "Best Place to Work in 2012."[41] In 2015, the company was named the best large company to work for in Massachusetts by the Boston Globe.[42][43] In 2017, HubSpot was named 7th by CNBC as one of the best places to work in 2018.[44]

Video search engine

A Video search engine is a web-based search engine which crawls the web for video content. Some Video search engines parse externally hosted content while others allow content to be uploaded and hosted on their own servers. Some engines also allow users to search by video format type and by length of the clip. The video search results are usually accompanied by a thumbnail view of the video. Video search engines are computer programs designed to find videos stored on digital devices, either through Internet servers or in storage units from the same computer. These searches can be made through audiovisual indexing, which can extract information from audiovisual material and record it as metadata, which will be tracked by search engines. The main use of these search engines is the increasing creation of audiovisual content and the need to manage it properly. The digitization of audiovisual archives and the establishment of the Internet, has led to large quantities of video files stored in big databases, whose recovery can be very difficult because of the huge volumes of data and the existence of a semantic gap. The search criterion used by each search engine depends on its nature and purpose of the searches. Metadata is information about facts. It could be information about who is the author of the video, creation date, duration, and all the information that could be extracted and included in the same files. Internet is often used in a language called XML to encode metadata, which works very well through the web and is readable by people. Thus, through this information contained in these files is the easiest way to find data of interest to us. In the videos there are two types of metadata, that we can integrate in the video code itself and external metadata from the page where the video is. In both cases we optimize them to make them ideal when indexed. All video formats incorporate their own metadata. The title, description, coding quality or transcription of the content are possible. To review these data exist programs like FLV MetaData Injector, Sorenson Squeeze or Castfire. Each one has some utilities and special specifications. Keep in mind that converting from one format to another can lose much of this data, so check that the new format information is correct. It is therefore advisable to have the video in lots of formats, so that all search robots will be able to find and index. In most cases the same mechanisms must be applied as in the positioning of an image or text content. They are the most important factors when positioning a video, because they contain most of the necessary information. The titles have to be clearly descriptive and should remove every word or phrase that is not useful. It should be descriptive, including keywords that describe the video with no need to see their title or description. Ideally, separate the words by dashes "-". On the page where the video is, it should be a list of keywords linked to the microformat "rel-tag". These words will be used by search engines as a basis for organizing information. Although not completely standard, there are two formats that store information in a temporal component that is specified, one for subtitles and another for transcripts, which can also be used for subtitles. The formats are SRT or SUB for subtitles and TTXT for transcripts. Speech recognition consists of a transcript of the speech of the audio track of the videos, creating a text file. In this way and with the help of a phrase extractor can easily search if the video content is of interest. Some search engines apart from using speech recognition to search for videos, also use it to find the specific point of a multimedia file in which a specific word or phrase is located and so go directly to this point. Gaudi (Google Audio Indexing), a project developed by Google Labs, uses voice recognition technology to locate the exact moment that one or more words have been spoken within an audio, allowing the user to go directly to exact moment that the words were spoken. If the search query matches some videos from YouTube, the positions are indicated by yellow markers, and must pass the mouse over to read the transcribed text. The text recognition can be very useful to recognize characters in the videos through "chyrons". As with speech recognizers, there are search engines that allow (through character recognition) to play a video from a particular point. TalkMiner, an example of search of specific fragments from videos by text recognition, analyzes each video once per second looking for identifier signs of a slide, such as its shape and static nature, captures the image of the slide and uses Optical Character Recognition (OCR) to detect the words on the slides. Then, these words are indexed in the search engine of TalkMiner, which currently offers to users more than 20,000 videos from institutions such as Stanford University, the University of California at Berkeley, and TED. Through the visual descriptors we can analyze the frames of a video and extract information that can be scored as metadata. Descriptions are generated automatically and can describe different aspects of the frames, such as color, texture, shape, motion, and the situation. The usefulness of a search engine depends on the relevance of the result set returned. While there may be millions of videos that include a particular word or phrase, some videos may be more relevant, popular or have more authority than others. This arrangement has a lot to do with search engine optimization. Most search engines use different methods to classify the results and provide the best video in the first results. However, most programs allow sorting the results by several criteria. This criterion is more ambiguous and less objective, but sometimes it is the closest to what we want; depends entirely on the searcher and the algorithm that the owner has chosen. That's why it has always been discussed and now that search results are so ingrained into our society it has been discussed even more. This type of management often depends on the number of times that the searched word comes out, the number of viewings of this, the number of pages that link to this content and ratings given by users who have seen it.[1] This is a criterion based totally on timeline. Results can be sorted according to their seniority in the repository. It can give us an idea of the popularity of each video. This is the length of the video and can give a taste of which video it is. It is common practice in repositories let the users rate the videos, so that a content of quality and relevance will have a high rank on the list of results gaining visibility. This practice is closely related to virtual communities. We can distinguish two basic types of interfaces, some are web pages hosted on servers which are accessed by Internet and searched through the network, and the others are computer programs that search within a private network. Within Internet interfaces we can find repositories that host video files which incorporate a search engine that searches only their own databases, and video searchers without repository that search in sources of external software. Provides accommodation in video files stored on its servers and usually has an integrated search engine that searches through videos uploaded by its users. One of the first web repositories, or at least the most famous are the portals Vimeo, Dailymotion and YouTube. Their searches are often based on reading the metadata tags, titles and descriptions that users assign to their videos. The disposal and order criterion of the results of these searches are usually selectable between the file upload date, the number of viewings or what they call the relevance. Still, sorting criterion are nowadays the main weapon of these websites, because the positioning of videos is important in terms of promotion. They are websites specialized in searching videos across the network or certain pre-selected repositories. They work by web spiders that inspect the network in an automated way to create copies of the visited websites, which will then be indexed by search engines, so they can provide faster searches. Sometimes a search engine only searches in audiovisual files stored within a computer or, as it happens in televisions, on a private server where users access through a local area network. These searchers are usually software or rich Internet applications with a very specific search options for maximum speed and efficiency when presenting the results. They are typically used for large databases and are therefore highly focused to satisfy the needs of television companies. An example of this type of software would be the Digition Suite, which apart from being a benchmark in this kind of interfaces is very close to us as for the storage and retrieval files system from the Corporació Catalana de Mitjans Audiovisuals.[2] This particular suite and perhaps in its strongest point is that it integrates the entire process of creating, indexing, storing, searching, editing, and a recovery. Once we have a digitized audiovisual content is indexed with different techniques of different level depending on the importance of content and it's stored. The user, when he wants to retrieve a particular file, has to fill a search fields such as program title, issue date, characters who act or the name of the producer, and the robot starts the search. Once the results appear and they arranged according to preferences, the user can play the low quality videos to work as quickly as possible. When he finds the desired content, it is downloaded with good definition, it's edited and reproduced.[3] Video search has evolved slowly through several basic search formats which exist today and all use keywords. The keywords for each search can be found in the title of the media, any text attached to the media and content linked web pages, also defined by authors and users of video hosted resources. Some video search is performed using human powered search, others create technological systems that work automatically to detect what is in the video and match the searchers needs. Many efforts to improve video search including both human powered search as well as writing algorithm that recognize what's inside the video have meant complete redevelopment of search efforts. It is generally acknowledged that speech to text is possible, though recently Thomas Wilde, the new CEO of Everyzing, acknowledged that Everyzing works 70% of the time when there is music, ambient noise or more than one person speaking. If newscast style speaking (one person, speaking clearly, no ambient noise) is available, that can rise to 93%. (From the Web Video Summit, San Jose, CA, June 27, 2007). Around 40 phonemes exist in every language with about 400 in all spoken languages. Rather than applying a text search algorithm after speech-to-text processing is completed, some engines use a phonetic search algorithm to find results within the spoken word. Others work by literally listening to the entire podcast and creating a text transcription using a sophisticated speech-to-text process. Once the text file is created, the file can be searched for any number of search words and phrases. It is generally acknowledged that visual search into video does not work well and that no company is using it publicly. Researchers at UC San Diego and Carnegie Mellon University have been working on the visual search problem for more than 15 years, and admitted at a "Future of Search" conference at UC Berkeley in the Spring of 2007 that it was years away from being viable even in simple search. Search that is not affected by the hosting of video, where results are agnostic no matter where the video is located: Search results are modified, or suspect, due to the large hosted video being given preferential treatment in search results:

App store optimization

App store optimization (ASO) is the process of improving the visibility of a mobile app (such as an iPhone, iPad, Android, BlackBerry or Windows Phone app) in an app store (such as the App Store for iOS, Google Play for Android, Windows Store for Windows Phone or BlackBerry World for BlackBerry). Just like search engine optimization (SEO) is for websites, App store optimization is for mobile apps. Specifically, App store optimization includes the process of ranking highly in an app store's search results and top charts rankings. Additionally, App store optimization also encompasses activities focused on increasing the conversion of app store impressions into downloads (e.g. A/B testing of screenshots), collectively referred to as Conversion Rate Optimization (CRO).[1] Earning an app store feature and web search app indexing are two additional activities which may be categorized within the remit of App store optimization.[2] Apple's iTunes App Store was launched July 10, 2008, along with the release of the iPhone 3G.[3] It currently supports iOS, including iPhone and iPad. There is also a non-mobile app store for Macs. Google's app store, Google Play, was launched September 23, 2008.[4] It was originally named Android Market and supports the Android operating system. Since the launch of iTunes App Store and Google Play, there has been an explosion in both the number of app stores and the size of the stores (amount of apps and number of downloads). In 2010, Apple's App Store grew to process US$1.78 billion worth of apps.[5] iTunes App Store had 435,000 apps as of July 11, 2011, while Google Play had 438,000 as of May 1, 2012.[6][7] By 2016, Apple's App Store had surpassed 2 million total apps and Apple had paid out close to $50 billion in revenue to developers.[8] Industry predictions estimate that by 2020, the App Store will hold over 5 million apps.[9] As the number of apps in app stores has grown, the possibility of anyone app being found has dropped. This has led to the realization of how important it is to be noticed within an app store. As marketers started working on ranking highly in top charts and search results, a new discipline was formed and some app marketers have reported success. The first use of the term "App store optimization" to describe this new discipline appears to have been in a presentation by Johannes Borchardt on November 4, 2009.[10] It began to take hold as a standardized term not long after, with outlets such as Search Engine Watch and TechCrunch using the term by February, 2012.[11][12] App store optimization works by optimizing a target app's keyword metadata in order to earn higher ranks for relevant keywords in the search engine results page, as well as increasing the rate at which users decide to download that target app. ASO marketers try to achieve goals, such as: Many ASO marketers categorize their work into two distinct processes: keyword optimization and conversion rate optimization. One of the main jobs of an ASO marketer is to optimize the keywords in an app's metadata, so that the app store keyword ranking algorithms rank that app higher in the search engine results page for relevant keywords. This is accomplished by ensuring that relevant and important keywords are found in an app's metadata, as well as adjusting the mix of keywords across an app's metadata elements in order to increase the ranking strength of target keywords. [16] In order to increase the downloads of an app, an app's assets (e.g. the icon, preview video, screenshots, etc.) must also be optimized. It is recommended to measure the effect of these optimizations by creating different variations of each asset, showing each variation to users, and then comparing the conversion rate of each variant, in a process referred to as A/B testing. Google Play facilitates this process by providing ASO marketers with an A/B testing platform built into the Google Play Console. For other platforms such as the Apple App Store, ASO marketers can run A/B tests via 3rd party A/B testing tools, running a pre-post test (i.e. pushing new assets live to the store and measuring the impact pre-and-post change), a country-by-country experiment (i.e. testing different asset variations across similar countries, such as UK/AU/CA/US/NZ), or testing different variations via ad platforms such as Facebook Ads.[17] Many app marketers attempt to perform ASO in a way that most app stores would approve of and accept. This is called "white hat" ASO and publicly covered by presentations, conferences.[18][19] Developers also use different platforms available to get their peers to rate their apps for them which provides great feedback. Some app marketers, however, engage in what many call "black hat" ASO and are practices which the app stores do not condone.[20][21] Black hat ASO includes falsifying downloads or ratings and reviews, perhaps by using bots or other techniques to make app stores (and their users) believe an app is more important and influential than it actually is. Apple has been proactively fighting against black hat ASO. In February, 2012, Apple released a statement as reported by The New York Times "warning app makers that using third-party services to gain top placement in App Store charts could get them banned from the store."[22] Google followed Apple in 2015 and started manually reviewing apps, to enforce app quality and reduce black hat practices.[23] At WWDC 2017, Apple announced major changes to its App Store experience arriving with iOS 11. The major implications of iOS 11 for ASO are as follows: Additionally, Apple now requires developers to use its iOS 10.3 in-app rating prompt, disallowing custom ratings prompts.[26]

website design search engine optimization to seo or not to seo seo in kelowna

� Search engine optimization is often referred to as SEO,�search engine positioning and search engine promotion. SEO is an acronym for "search engine optimization" or "search engine optimizer."

initial search engine placementtips to get listed on search engine

You can get listed on search engine within a week or maximum within 2 weeks without even submitting your URL. Moreover, it is widely said nowadays that letting the search engine 'spider' index your web site is better strategy than submitting URL. That is, don't submit URL to search engines: instead, let search engines find your web site, because search engine values the site (which is found during usual crawling) more than the one crawled by submission.

search engine marketing 101

Search engine marketing is a form of internet marketing that maximizes your website's position in search engines like Google. Search engine optimization, also called SEO, helps attract new customers because of the increased visibility on search engine results pages.

tips on how to achieve top search engine ranking

Search engine marketing involves developing a properly planned submission strategy to get top search engine ranking. Search engine submissions and resultant ranking are inter-related as good search engine submissions will help the site get ranking quickly and also maintain its position at the top.Nowadays every business entrepreneur wants to have web presence & market his products over internet, which draws us into the topic of search engine marketing, search engine ranking and how it achieved through submissions.�In essence search engine marketing involves the steps which help the website attain good visibility in Google, Bing and Yahoo and get high SERP. If proper submissions are done to get quality backlinks from highly relevant websites then you can expect to gain good position in search results.�Well it is easy to say that getting good quality links will get you good ranking but it is not that easy to implement. It takes a lot of planning, strategic decision-making and implementation procedures to get the desired SEs ranking results.�The things to take note of towards achievement of this goal are:��Everyone from a small personal profile website owner to a product purchase portal maker wants people to visit his or her website but with so many million websites on the internet and all of them trying to get more visibility in SEs & good search engine ranking it is imperative that you undertake proper online marketing approach to move ahead of others in the business.���

ethical search engine optimisation services are you unintentionally search engine spamming

Many people who have websites are not totally up to date with what is considered to be search engine spamming. Having worked on search engine optimisation for a few clients, I have come across websites that are using spam techniques to help elevate search engine rankings. When I confronted clients about this, they honestly did not know they were using a form of spam nor did they realise the consequences if detected by the search engines.

facts about effective seo for your business

SEO is an abbreviation for Search Engine Optimization. This is the practice of improving traffic to a site from the organic or natural search result on search engine. There are two major ways traffic gets to a website; organic search and paid search. Organic search is the natural result from search engine while paid search is a scenario where businesses or individuals pay to be ranked higher in a search engine. Paid search results are usually found at the top or right side of the natural search, and they carry an icon that indicates they are paid for.When a search is made on a search engine website, example Google, a list of the result is rolled out, both organic and paid. These results are links to website or blogs that Google thinks is relevant to the search. The list is in order of relevance, i.e. the first result is assumed to be more relevant than the second etc. Any action to improve the ranking of a website or blog in a search result is termed Search Engine Optimization.Mostly, Google ranks web pages on the basis of what is called authority. Authority of a page is determined by how many other web pages link back to them. The rationale is simple; if a web page contains very valuable information it means it would be shared a lot; on other blogs, Facebook, twitter etc. Over time, Google's crawler picks on these links, and when a search is made it ranks pages with more authority higher than those with lesser.Having understood the term search engine optimization, you may be wondering how important it is to your mobile app development company or any other business at all. Below are eight importance of very effective search engine optimization to you and your business;1. Increases web traffic:This is the most obvious reason behind search engine optimization. Every website owner that publishes content wants to be noticed, there is no one who is publishing content just for the fun of it. They are all hoping for a huge number of people to view what they have offered. Search engine optimization helps to get this much-needed traffic. With an increased traffic, there is a greater likelihood for sale or engagement.2. Increase sales and revenue:Effective search engine optimization does not just bring any kind of traffic to your website, it brings targeted or quality traffic. Take, for instance, you are window pane manufacturer, but Google brings you thousands of people looking to buy Windows phone. This is still traffic, but it is useless to you. Targeted or quality traffic refers to a traffic of people who are really looking for what you are offering. The conversion rate of such traffic is higher compared to random traffic because these people really need what you are offering. For random traffic, you will have to hope for impulsive purchases.3. Improves brand awareness:Better ranking helps to improve the awareness of a company's brand. Naturally, people would be more inclined to click the first few links of a search than they would the tenth result or the results on the second or third page. If a web link is available on the second or third result of Google search then it can as well go out of business. The higher the rank of a brand's link, the greater the awareness.4. Your competitors are just behind you:Any product or service that you are offering, you can rest assured that one or two, or even more businesses, are offering something similar, if not exactly the same thing. What makes it even more dramatic is that each day, new businesses are born with a greater hunger for success, and they are hoping to push you out of the way. Your competitors are aware of SEO and are employing search engine optimization experts to help them rank higher in a search result. So then, what are you doing?Even if you rank highest in your business niche at the moment, don't make the mistake of resting on your oars. Someone somewhere is looking to topple you from that lofty position. Without an effective campaign, you will watch as your web traffic dwindles and as you fall lower in search ranking.5. Improves credibility:Effective search engine optimization improves ranking in search result. An improve ranking contributes to a website or business credibility. Appearing as one of the highly ranked results passes a message to users that you are a top player in the game, reliable and can be trusted. While appearing on the second or third page of the search creates the assumption that you are probably a new business, or that the information you are offering is not so credible or you have a low budget hence you can't afford to be placed where the big boys are.6. It requires a less hands-on approach:When compared to social media marketing,�content marketing or email marketing, SEO is easier, as it does not require as much hands-on action. For social media marketing or content marketing, there is always a need to continually push out relevant content on a daily basis so as to remain relevant in the minds of followers and customers. But for search engine optimization, once a page is properly SEO optimized, there is little else to be done than to just sit back and watch your traffic grow and your ranking improves.But of course, this would depend on a couple of other factors such as the competitiveness of the keywords associated with your site, the quality of content on your site and so on. But basically, SEO builds on what has already been done, giving less headache but immense reward.7. Second and third page means little or no visibility:The second and third page of Google search result is termed the graveyard of the internet, and it is ridiculously said that if you hide a dead body there no one would be any wiser. According to a research by Moz.com, 71.33% of clicks happen on the first page of search result. If your business is on the second or third page then your chances of visibility are very slim.8. Online research before purchase:According to a research by GE capital retail bank, 81% of consumers research products online and make price comparison before going to make the actual purchase. Being found in a good position on the search increases your product's chances of being picked when the customer actually decides to make an actual purchase.

welcome to the world of seo seo services india

SEO is the acronym of Search Engine Optimization. For the understanding of beginners, search engine optimization is the art and science of making a website to perform better with various search engines such as Google, Yahoo, Bing and Ask.com. In other words, SEO involves a number of activities that make your site search engine friendly. The field of search engine optimization has been witnessing rapid changes and the same trend will continue in the future also. So, both webmasters and SEO service providers have to be on their toes always to cope with these changes. We�ll take a look at the evolution search engine optimization over the years and its future ahead.What is SEO?SEO is the acronym of Search Engine Optimization. For the understanding of beginners, search engine optimization is the art and science of making a website to perform better with various search engines such as Google, Yahoo, Bing and Ask.com. In other words, SEO involves a number of activities that make your site search engine friendly.�As you know, search engines offer the platform to extract particular information on almost anything existing in the world. Users generally type in some text known as keyword or key phrase in the search box and get the most relevant information on that keyword in the form of listed web pages. Have you ever wondered how and why these web pages appear in that sequence for a particular keyword?�Search engines normally adhere to a set of rules or algorithm to rank websites or web pages for a certain search query (keyword). So, if your website contains good, original content related a search query and receives high-quality inbound links from other similar websites in great quantity, then the site is highly favored by search engines that give it a high rank in the search results for that query.�Now, we can provide a more advanced definition of SEO which is the process of optimizing your website (or setting it right) according to the preferences of search engines through the implementation of some techniques both on and off the site, so that it obtains a high ranking in search engine result pages (SERPs). �SEO � Advantages & Impact�Preferring search engine optimization can deliver a number of advantages and positive impacts for your website. These include: �1.����� As search engines nowadays are the most popular online tools among web surfers to look for specific information, the scope of SEO is quite enormous. With millions of search queries every day, search engines can prove to be the ultimate source of potential customers for your products or services. 2.����� Conventional advertising and promotional techniques bear a local impact. Global promotional techniques call for huge investments that small and mid-size businesses are unable to make. So, search engine optimization becomes all the more important as it is the most powerful online promotional tool having a deep impact on global customer base.3.����� Optimizing a website for search engines is the cheapest technique around. Generally, the costs involved in a full-fledged SEO campaign are much lower than that of conventional promotion. Converting a sales lead to a customer can also be performed in a cost-effective manner with the optimization technique. 4.����� With the help of search engine optimization, your website can receive a large number of highly qualified leads that have maximum chances of becoming customers because they land on your website through search engine result page, looking for their desired product or service you sell.5.����� Implementing SEO techniques can allow you to gain valuable knowledge of keywords used by your potential clients to find the products or services you offer. This information will be helpful in identifying customer tastes and preferences and formulating your optimization strategies accordingly. You can also target your end customers in a better way through better positioning of products or services.6.����� Search engine optimization can open the door to nonstop generation of revenues through increased web traffic and sales. When your website obtains top ranks for all your profitable keywords, it becomes highly visible among millions of search engine users.7.����� This technique is the quiet means of product promotion, devoid of any extravagant advertising tricks. As a result, your prospective clients will find your website offerings more reliable and believable.�SEO � The Past, Present & Future�The field of search engine optimization has been witnessing rapid changes and the same trend will continue in the future also. So, both webmasters and SEO service providers have to be on their toes always to cope with these changes. We�ll take a look at the evolution search engine optimization over the years and its future ahead.�The Past�During the beginning of search engine optimization in the late 1990s, more attention was given to optimizing the on-page factors of websites rather than building link popularity through off-page optimization. We�ll discuss both on-page and off-page optimization in detail later in this article. The reason behind lack of efforts on link popularity is webmasters and Internet marketers were exchanging links with other related websites freely. That was enough to bring traffic to their websites. Banner ads were actually popular during this period.�During the early 2000�s, the popularity of link building gained momentum. You can say, this was the beginning of the era when link popularity outclassed on-page activities. Numerous websites concentrated on building more and more links from related websites and creating sub-domains. On the other hand, it was also the era of rising SEO companies who adopted unprincipled and unfair strategies and techniques to achieve link popularity.�During the middle period of 2000�s, more than 75 percent of all SEO activities were focused on link popularity. This period also witnessed the rise of social networking websites such as Facebook, MySpace, Digg, StumbleUpon, Orkut, etc. that revolutionized the process of interlinking. Search engine optimization turned so prominent that it did away with the need of listing on Yellow Pages for countless businesses around the world. This period was also important for Google as it established itself as the number one search engine. �� The Present�Talking about the present scenario, the concept of SEO is in full swing and has become the paramount choice of online businesses to promote their products or services. As stated by Internet Retailer Magazine, the expenditure on search engine optimization worldwide is expected to rise by a staggering 43% this year.�As far as link popularity is concerned, there is no sign of dying away as more than 80 percent of all activities are currently revolved around link building. Such is the craze of link popularity that links have got the status of commodity and are often traded over the Internet by link brokers. The PageRank toolbar offered by Google regarding the importance of a web page has lost some of its sheen for ranking intentions, but it continues to exist for viewing by web surfers only. �As the number of websites is presently numbered in millions, the competition for optimizing the majority of 2-word phrases is getting tougher. The keywords that had mere 50,000 search results some 6 years back have now more than 300,000 search results, thereby making the task of top 10 ranking all the more difficult. This implies that only the most innovative SEO techniques employed by the most competent SEO firms can get you the top ranks for your targeted keywords. So, guaranteed optimization services are not a cakewalk anymore. The advice for webmasters is to choose a service provider cautiously after planning their expenses meticulously. �The Future�In the future, search engines will start to present search results that can be controlled locally. Though noteworthy progress has already been made in this regard by Google, it would be more prevalent in the days to come. Browser-specific results will also be witnessed. Link building will continue its growing streak, but the evaluation of links will get trickier with the advent of more complicated search engine algorithms and link determination factors. On-page optimization will get back to the popularity chart with mounting emphasis on cutting down the website size. Video search will grow in stature with the potential to become the most preferred choice of online marketing.�SEO � Various Processes Involved�Preliminary Analysis of Website�The typical process of search engine optimization starts with the analysis of the present status of the website. Various aspects of the site are closely examined to find out potential problems that need to be sorted out. The content on different web pages is reviewed for duplication and for the presence of keywords. If the present list of keywords is found inadequate, a new list of profitable keywords is prepared. Various important on-page factors that are evaluated during the preliminary website analysis are discussed below. �Keyword Research�Keyword research is the technique employed to investigate and find out potential search phrases that people use to extract information from search engines. Some of the popular tools for keyword research include Google Keyword Tool, Google Webmaster Tools, Google Suggest, Google Trends, Wordtracker, Yahoo Keyword Tool, and Hitwise. This technique must be able to produce keywords that have good search volume and potential capability to compete. Keyword research is also termed as the fundamental principle of web page optimization.�On-Page Optimization�On-page optimization is usually carried out on the website itself and aims at rectifying a number of potential website problems. It has quicker and straighter bearings on SEO results than off-page optimization that takes some time to show effects. On-page optimization takes into account the text and content on various web pages. There are several on page factors that must be addressed properly to make your website search engine friendly. While optimizing your web pages, you must stay away from hidden link or text, cloaking (two versions of the same site for search engine robots and users), and duplicate content. �On Page Factors�Various on-page factors include:��������� Search engine optimized web page URLs in your site�������� Meta Tags optimization of title, description and keywords�������� Link optimization that includes the use of proper anchor text, clean internal linking between various web pages, linking between the home page and other major web pages, and avoidance of broken or dead links�������� Image optimization that includes the presence of ALT text or Alternate Text to depict site images, use of purposeful file names for images, use of image title and image linking�������� Keyword optimization that includes the use of proper keywords on web pages, modest keyword density, use of synonyms or other pertinent keywords������� on web pages, etc.�������� Vital HTML tags such as header tags (h1, h2, h3), bold (strong) and italic (em). Make sure that there are no errors and warnings in the HTML code.�������� Implementation of sitemap to ensure the indexing of all web pages by search engines�������� Original and high quality page content�������� Browser compatibility for smooth functioning of all web page elements on all browsers�������� Fast loading of website �Off-Page Optimization�Off-page optimization involves SEO techniques that enhance your site visibility and link popularity with the help of several external sources. It is all about generating quality backlinks from other websites in massive numbers. The higher the number of quality backlinks for your website, the better ranking your site gets in search engines compared to competitors.�(A)�� One-Way Backlink Techniques�Directory Submission: It is the technique of submitting a website, its address and description to a large number of web directories that allow webmasters to list their websites in the most appropriate category or sub-category. Some of the large and well-known directories include DMOZ (open directory project), Google and Yahoo. Submitting your website to these directories is very essential from SEO point of view.�Article Submission: It is another effective off-page optimization technique that can create more one-way backlinks to your website. In this technique, well-written articles related your products, services or industry are submitted to hundreds of article directories. When these articles get approved, more and more potential customers can read them to enrich their knowledge as well as click on the link to visit your website. All the articles must be informative and should not contain promotional materials in the title and body.�Press Release Distribution: It is a great way to let your prospective clients know about the special events, developments, offerings and accomplishments happened in your online business. Various press releases highlighting the important features of the website are submitted to online PR directories to give maximum exposure to your business.�Blog Posting: Blogs and blog posts play a significant role in search engine optimization due to their search engine friendliness. They can be enriched with good-quality content as well as links back to your website. Regularly updated blogs can attract a lot of readers as well as potential customers for your website. Blogging is a popular activity on the Internet nowadays with countless blogging websites to server your purpose.�Blog Commenting: Commenting on various blogs related to your business theme is a good way to build one-way backlinks. In blog commenting, you�ll receive a free and open invitation to keep your website link. However, your comments must be meaningful, appealing and related to the subject of the blog. It is said that 3 blog comments are equivalent to additional 100 inbound links per month. So, always search popular blogs posted on high quality blogging websites for commenting.�Forum Discussions: Since search engines index various forum websites frequently, participating in forum discussions can be a good source of generating backlinks with the anchor text of your preference. It is also beneficial from site traffic standpoint. Visit popular and active forums having relevancy to your business and take part in discussions by replying to existing threads. The more time you spend in forums, the more popular you will be among fellow members. Always put links back to your website in your signature.�Social Bookmarking: It is used extensively in search engine optimization to augment your site visibility and promote your online business. There are many social bookmarking websites like Digg and Del.icio.us where you can submit stories or bookmarks containing your website link. Make your bookmarks public so that others can view and follow them to build strong online social networks. Always prefer websites that offer do-follow links to help your SEO endeavors. �(B)�� Two-Way Link Building�Reciprocal Link Exchange: Reciprocal links are also known as link exchanges, link swaps and link partners. These links are obtained when two websites having similar business theme agree to link to one another. A good amount of reciprocal links can boost your search engine position and site traffic alike. However, you must not overdo this technique. Search in Google to find the list of link exchange websites that provides information on webmasters who regularly swap links with one another. Never go for automated link exchanging to avoid the situation of being involved in link firms that link to completely dissimilar websites.�(C)�� Three-Way Link Building�Three-Way Reciprocal Link Exchange: This form of link exchange involves three websites instead of two. Though it is practiced on a limited scale, you can give your link exchange a more natural look with it. In three-way link exchange, three distinct websites must be present. For instance, A, B, and C are three websites. Here, A links to B, B links to C and C links to A. Elaborating further, B receives a one-way link from A, but doesn�t link back to it. Similarly, C receives a link from B, but doesn�t reciprocate the same to B. A receives a link from C without linking back to it. You can say three-way link exchange is arranged to hide reciprocal link exchange.�Website Traffic Generation Techniques�Social Bookmarking & Social Networking�Social bookmarks let you to share your favorite websites with other individuals by means of bookmarking or tagging them. There are sites like Digg, Reddit, Del.icio.us and StumbleUpon to create social bookmarks for your online business. However, do not promote your website excessively to bear the wrath of some service providers. You should only bookmark your most excellent pages, blogs and articles to increase traffic to your website.�On the other hand, social networking sites like Facebook, Twitter, and MySpace can promote your products or services in a great way. Just create accounts on those websites particularly for your offerings and update the information regularly. Add surveys, contests, polls and newsletters to arouse interests of people in your business.�Video Promotion�Video promotion or video marketing can ensure constant flow of prospective clients to your website. Visual aids are an effective means to capture the attention of people. Post interesting videos related to your business that can generate interests among the viewers to go for your products or services. YouTube is the prominent website where you can share your videos. Others include DailyMotion, Google Video, Vimeo, Flixya, and BrightCove.�PPC or Pay-per-Click Promotion�PPC advertising services are an alternate to organic search engine optimization. When it becomes difficult to bring your website into the first or second page of search engines for targeted keywords, you can opt for paid searches or sponsored links through Google AdWords, Yahoo Search Marketing, or MSN AdCenter. Just select your keywords and determine how much you are ready to pay the hosts when a user clicks on your sponsored links or ads. You can acquire a top position in paid searches by paying the highest price for every click.�Article Marketing�Online article marketing is a free way of generating substantial traffic to your website. It involves promoting products or services through the powerful medium of article directories. The majority of article directories witness voluminous traffic and are highly regarded by search engines. So, submit your articles to many different article directories simultaneously to gain good amounts of traffic straightway. Search in Google to get the list of top 50 or top 100 article directories for submission. �Press Release Marketing�When you want to publish some newsworthy events, offerings or achievements of your website, press release marketing is the most popular choice. You can create good traffic for your site by submitting press releases to many PR websites concurrently. However, all the PRs you submit must be attention-grabbing to have productive press release marketing. Some of the popular PR websites consist of PR Log, i-newswire, Pr Log, Press Release Point, Online Pr News and so on.� ��� �������

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Search Engine Marketing (SEM) is a process of online marketing through search engines via multiple streams to increase search engine visibility, brand awareness and return of investments of your website. It seeks to promote websites by increasing their visibility in search engine result pages through the use of SEO.

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Did you recently learn what search engine optimization means? Learn a brief history behind this new industry, including which search engine first implemented what later became known as search engine optimization, and how initial unethical SEO practices forced the search engines to tighten their measures on how their robots rank and index Web sites.

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Search engine optimization experts can help you improve the ranking of your website in the search engine results in order to attract more traffic. These professionals have vast knowledge of the technicalities and procedures involved in search engine optimization (SEO) and can help you in getting and maintaining high rankings in search engines �However, you need to hire a SEO company that is trustworthy in order to get value for your money. A SEO firm with excellent staff that is fully committed to work towards the success of its clients can do wonders for an online businessperson. It should have a staff that is capable of handling demands of a wide range of industries such as finance, catering, communication, transport, retail, tourism, and web design. Physical location should not be a limiting factor for the selected firm. Search engine optimization Tampa professionals use keyword tools to attract more traffic to a website. The right keywords utilized with the appropriate density is what makes all the difference. Therefore, the best search engine optimization firm is one that can decipher the best keywords and utilize them effectively. The best SEO experts use skilful writers to write web contents that are unique, relevant and informative. This not only attracts more traffic to your website but also merits higher rankings in search engine results. SEO professional should analyze their clients’ website SEO performance regularly to help them achieve higher ranking within a short period. Writing of high quality and relevant articles is the hub of search engine optimization services. Businesses should hire SEO firms if they want to attract more clients, retain them, and keep ahead of their main competitors. Many people refer a Search engine optimization Tampa specialist as a SEO consultant, SEO guru or SEO doctor, but no matter what word one uses, Search engine optimization is the process of helping people who own businesses get high ranking on search engine results as well as attract more traffic to their websites by use of relevant keywords. Millions of people conduct searches on the internet daily by use of certain keywords. The high ranking web pages get free publicity by being on the top. This not only markets their businesses but also help them make more revenue than those sites that are not visible. If you want to hire a SEO guru, ensure that they reputable. They should be able to provide you with testimonials as well as references. A good SEO expert needs to know how the search engine algorithms of the different search engines works and should be able to design and modify web pages to keep up with the dynamic standards of search engines. Search engine optimization Tampa experts need to meet their customers’ demands. They must have the knowledge and experience for competing for the best position on the search engine results as every business firm or people want to be in the forefront which makes online businesses quite competitive. Therefore you must hire the experts to monitor and update your web content frequently.

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Seo Creations has taken the liberty of adding a new page with tutorial search engine marketing videos, helping to teach you how to optimize your website properly and increase your search engine rankings for targeted keywords in order to generate high traffic from search engine.

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A. TermsSearch Engine: A machine "tuned" by humans to indexweb pages. For instance, Excite.Algorithm: The way in which the search engine is"tuned". An algorithm is the way the search engine willdeterm...A. TermsSearch Engine: A machine "tuned" by humans to indexweb pages. For instance, Excite.Algorithm: The way in which the search engine is"tuned". An algorithm is the way the search engine willdetermine ranks - it is the way the search engine isprogrammed to determine ranks. An algorithm may takeonly certain things into account - like keywords in the titleor link popularity. Some engines use cyclical algorithms -meaning they may change algorithms from week to week.Directory: A list of sites compiled by humans. For instance,Yahoo!Spider: A spider goes to your site and finds your pages.It then stores those pages in a database for future retrievalby the search engine.Indexing: When the search engine takes the pages fromthe database that the spider has created and places themin an order based on the algorithms of that engine. All searchengines have a different indexing process - due to differentalgorithms - that's why you get different results in different engines.Query: The keywords that a person types into a searchbox. A person is "querying" the search engine.Crawling: When the spider follows the links from the page yousubmit - the spider is "crawling" your site.Automatic Update: When the spider returns to your pages atperiodic intervals to check to see if you've made any changes.Optimizing: You can optimize, tune or configure your webpages for a specific search engine. This means that you areemploying specific strategies for specific engines.Spam:- Using the same keyword more than three times in yourkeywords tag.- Putting keywords into your tags that has nothing to do withyour actual page content.- Using text, spacers, or borders the same color as thebackground.- Using tiny text with keywords in an attempt to increase ranks.B. Search Engines v. DirectoriesThere is a difference between a search engine and a directory.A search engine is a machine - or a "robot". A human may programalgorithms for a search engine, but a human will have nothing to dowith your site when the spider is visiting your site or the engine isindexing your pages.A directory can be compiled by a robot, but more often than not,it is compiled by humans. Yahoo! is a prime example of a directory.When you submit your site to Yahoo! a human will review your site forconsideration in their index.The lines between search engines and directories arebecoming jaded. This is because each major "search engine" isassociated with a "directory." For instance, we used to call AltaVistaa search engine. However, we have to be careful with that terminology.When you go to AltaVista and you type in a search - you are definitelygetting results from the "engine" part of AltaVista. But when you searchdown through the "categories" - you haven't typed anything into the"search box" - you are now getting results from a directory (these resultscome from two directories - Open Directory Project and LookSmart.)There is a relationship between search results in the "engine" and thedirectory or directories that are associated with a particular searchengine. It appears that many search engine's algorithms have beenset to include results based on the directory. Therefore, it is imperativethat you are listed in the directory associated with each search engine.C. What happens when I submit my site to a search engine?First, the search engine's spider will visit your site immediately,and schedule your site for inclusion in the search engine's index.Second, usually within a few weeks, the engine will place your sitein their index.Third, the spider will revisit your site, to include any updates. Onceyou are included in the index, the spider will usually revisit everytwo weeks. The spider will also begin to "crawl" your site byfollowing the links off of the page that you submitted. This processis also called "automatic update". With Excite - these new updatesseem to be automatically included once the spider has visited thesite. However, if you are dealing with the Inktomi spider - slurp -which gathers data for Hotbot, Snap, Yahoo! and others, thisinformation may not be included in each particular engine's indexfor several weeks.Fourth, when someone uses a search engine, they type"keywords" into the search box. They are submitting a query to asearch engine. The search engine, depending on how it has beentuned, will pull up all of the relevant sites which pertain to that query.D. Variables That Affect RanksWhen you are optimizing your web pages for certain engines,you must always keep in mind that keyword frequency in text andlocation of your keywords, is the most important part of how theengine will rank your pages. ALL search engines rank pagesbased on frequency and location of keywords.Some engines also are programmed to give a boost to pageswhich meet the following criteria:1. link popularity2. keywords in the title, most important keywords first3. keywords in the names of the linked pagesfor instance: educational toys4. keywords in alt tags5. keywords as names of imagesfor instance: 6. keywords in the description tag7. keywords in the keywords tag, most important keywords first Article Tags: Search Engine, Search Engines, Search Engine's, Most Important

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There are no secrets on how to rank high with the major search engines because effective search engine optimizations are now immense. What is search engine optimization? So how do search engines work? Well here are a few search engine optimization tips you could adopt.

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No business man would ever say that he wants to invest extra money or time into a task than desired. He would always search for techniques as to how he could cut the costs and make the task very affordable to him, yet highly qualitative in nature. This is the reality and we cannot neglect that. Digital marketers require a lot of investment and cutting costs for them often become a daunting task. They need to invest into website development, search engine optimization services, online promotions, brochure content, social media and so on. All of them are so important at their respective places that you cannot decide as to where to cut costs and where not. What's The Idea? Here's the simplest way you could make one of these tasks, i.e. SEO, very very very feasible (in terms of price) to you. Simply outsource the SEO services and you are done. Even if you have few in-house SEO experts, then also outsourcing can be a better option for you. Depending on your needs for in-house projects or client's projects, you can either partly outsource the services or let them do full time SEO for you. You will not only be able to concentrate on the major parts of your business, but also save a huge amount of time and other resources. But, if you really want to save the cost, you need to search for a service provider that has a good reputation and performs the following with excellence - 1. Highly Relevant Content Content is and will always be the king. Hence, the service provider chosen should be able to deliver a high quality and relevant content that helps in boosting your website rank. 2. Mobile Friendly Most of the people know use their mobile phones, rather than their desktops, to access the web. Therefore, the company should be aware of this and must be capable of attracting the mobile audience. 3. Schema Markups The company should be aware of the schema markups, as Google has increased its usage of the rich snippets and consider it as one of the major ranking factors. 4. Meta Titles The Meta titles should be keyword rich and if your chosen company understands all such (and related) factors, it would definitely be the right decision. In simple words, you need to be very considerate about how capable the company is. So, before you hire an affordable search engine optimization services company, make sure you research about the same properly. This is the ideal way you could save 'costs'. So, what are you waiting for? This is the ideal way to grab the services at very nominal rates with high quality output assurance.

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In this internet oriented era, it is prime requirement of every business to have a strong web presence. Good online presence can directly results in increasing your profit and sales. When it comes to building online reputation, one has to go for search engine optimization Austin Texas services. SEO services help in gaining good rank in the search engine listings. Many of us think that SEO is started after properly designing the website and loading it up on the web. But, you should know that SEO strategy started right from the website designing time. It is noticeable that while developing or building a website, one has to ensure that it is based on SEO criteria. SEO in Web Designing Concept The prime and must ingredient of the web design is concept. Concept decide how website will behave, what will be its flow, how it can be accessed and several other important aspects. If you are good with your concept and logical as well, then you have successfully cleared the first stage of the designing. One must also not forget to keep the concept SEO-friendly as it will further help the marketing executive to optimize your site effectively. Beware of the Fraud Marketers There are certain companies who for the sake of generating leads and getting the clients go for false marketing. They claim to bring your sites in good rankings in search engine listings within few days using SEO services, but you should understand the fact that it is impossible to get your site on the first page of the SE listings within a week or few days. You should not get into such trap and must avoid making contact with such firms or marketing organizations. One must understand that updating the content on the website is quite crucial to help seo executives in effective marketing as it has been noticed that websites that update their content constantly enjoy good ranks in the search engine listings. Also, if you will have updated content over the web, the chances of revisit also increases. Pay per click service are also effective medium of online marketing, but they alone are not capable of doing much. Thus, you can combine the SEO service with PPC to get better result. There are various companies in the market that offer combo pack of both these services at affordable rates. It is a fact that combination of these services bring quick positive results.

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Many Search Engine Optimization(SEO) companies are coming into existence due to the increasing popularity of Internet marketing. The fact that a website will not be able to generate any meaningful income without enough traffic, makes SEO all the more important. So, to ensure that a website has enough traffic on a daily basis, some Internet business owners may engage the services of SEO experts. The SEO experts use various strategies in order to ensure that the websites successfully rank higher in the search results of popular search engines. The strategies usually include the use of appropriate keywords and phrases, as well as 'on-page' and 'off-page' optimizations. Nevertheless, not all SEO campaigns are successful. This is why many companies despite having forked out substantial sums of money for SEO but still ended up not getting their websites ranked higher than they like them to be. One reason could be that these SEO experts may have made some common mistakes without them realizing them. If you're looking into outsourcing your website optimization to an SEO expert, you must make sure that the expert doesn't commit these 3 common SEO mistakes: It's important that you're familiar with the 3 common mistakes in order to ensure that the SEO expert you engaged will give you the best services to grow your Internet business.

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Search engine optimization can become unpredictable at times and more so when search engines start to discriminate. Google is providing details for sites that yield the HTTP error code. As Google report crawl errors in more detail, the Google Webmaster Tool is the best place to get that. Also, there are links to be downloaded that determine which links are working. An important factor is that SEO plugins are not required for a new site. Plug-ins tend to complicate the site. For SEO purposes, it's best to keep sites clean and simple, focus on a unique description, a natural page title that may include keyword.When somebody types a keyword or phrase, they are taken to the web server and sent to the index servers. The index server matches the pages that match with the query, retrieving the sites and links that match showing them across pages based on ranking. In order to make a search engine index the site, one needs to submit a sitemap to Google through webmaster central. Each page title plays a key role in the search process. There are Title tags containing keywords, Meta tags containing similar keywords. All these helps promote the website on the search engines.Search engine optimization doesn't produce results over night. It is a long term process. The websites and blogs are regularly optimized for keywords that relate to digital and social media marketing. This increases visibility and helps to get leads through search engines. The firms involved in such practices bid on long tail keyword than on the direct keywords itself. In the long term, it helps to gain visibility and rank as one of the top sites when a user performs a related search. During the initial stages, one needs to invest time and effort in mastering the art of SEO. A common way to do this is SEO, SEM, Linkedin, Facebook Ads and various other tools.Search engine optimization in Los Angeles can make the content of site more relevant, more attractive, and easier to understand by search engines. The 3 techniques to improve the site's relationship with search engines areRepair not found errors. Not found errors could be a problem caused by a deleted page, change in the name of a page and a typo in an internal link on the site.Fix Duplicate Meta Descriptions and Duplicate Page Titles. If there are two or more pages with the same meta description or two pages with the same title, the search engine may not be able to decide which one is more important or relevant.Google Webmaster Tools.

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By now most webmasters are well aware that a good deal of effort must be invested in search engine optimization if one wishes to achieve good page ranking and the resulting popularity. there are a lot of conflicting opinions about how to do search engine optimization, and some webmasters take everything into their own hands. You can be sure that there are quite a few things that you could do on your own to enhance the SEO relevance of your web site, but it might be a better idea to take a shortcut and choose a company to help you out.If you take some time to search online you will quickly see that there are a wide range of search engine optimization companies online, and these could help you out in a lot of ways. If you want to improve traffic flow to your web site and make sure that the popular search engines recognize you, then it might be beneficial to you to consider hiring an SEO company to provide conclusive results in these areas. SEO companies are specialized in a wide range of marketing strategies and will be able to help you achieve your goals within a much shorter amount of time than if you had instead chosen to do all of the SEO work yourself.Spending a bit of time searching online will reveal to you that there are actually a lot of SEO companies out there offering their services. This might seem like great news but the reality is that some companies will offer much better services than others. Naturally, you will want to find the SEO company that is capable of offering you a great deal that will vastly improve the page ranking of your web site, but you might be somewhat concerned about the overall costs of these services as well.There is nothing to be worried about in any case. Search engine optimization has come a long way these days and you can be sure that there are competitive pricing schemes out there. You do not have to spend thousands of dollars on basic SEO anymore unless you really want to. It is possible to find plenty of SEO companies willing to work at lower prices, but of course you still have to make sure that you are going to be getting the right results from these companies.One thing that should almost certainly be done if you are looking to find the best and lowest priced SEO services available is to check on the past achievements of different SEO companies. If there are a lot of people out there praising these companies for their ability to help different web sites achieve higher page rankings, then chances are you will be getting god service from these companies as well. It is always a good idea to do some basic research on SEO companies that you might be interested in hiring, just so you can make a better and more well-informed decision about who to hire.

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If you thought SEO or search engine optimization is all about buying a link building software and generating a lot of links from there, then it's high time you woke up to the real power source of SEO - content. As the saying goes, 'content is the king' and so it is indeed, the reality is that if you do not have quality content to do the trick, you are neither impressing your customers, nor the almighty search engines. This is where search engine optimization in India can prove quite beneficial both on your website as well as on your pocket.Getting content developed for search engine optimization in India is light on your pocket since writers here charge much less for quality content as compared to writers in other parts of the world. Also, if you choose to get your SEO projects to be done by reseller SEO services, then there are high chances that you get a package which includes content development along with other SEO activities. This is a very cost effective solution as you do not have to pay separately for different aspects of SEO work. You just have to pay for the package and that takes care of everything required. That's a good deal since packages are economical and one time payment.Content developers and writers are well aware of the consumers across the world and can quickly generate content as per international consumers and their buying behaviors. Indian writers write the language that your customers will understand and relate to, no matter where they are based at, what their lifestyle is and what kind of socio-cultural setup they live in. This ensures you have high quality content both for your website as well as for other SEO related content work such as articles, press releases, product descriptions, white papers, reviews, blogs, landing pages and sales pages.During the course of your SEO project, you may require different kinds of content work. For each different kind of content work, you need a different specialist who has the expertise in the kind of writing you are looking for. Therefore, a lot of companies hire a company for search engine optimization in India that has a team of writers where each writer has an area of specialization. This ensures the client does not have to run from pillar to post, every time a different kind of write up is required.

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Search Engine Optimization or SEO is the discipline that deals with the steps, techniques, methods, procedures, and strategies to optimize or promote a website on the World Wide Web (WWW). Promoting a website on the internet means to increase the searchability of the website so that it climbs up on the search engine ladder or its search engine ranking rises. The people who are specialized in doing this web promotion work are called Search Engine Optimizers or SEOs.Today, there are many firms providing SEO services to businesses and individuals. Search engine optimization is a very important concept in the field of web business. In the modern context, no business can afford to turn a blind eye to SEO promotion. Whether it is seo services India or abroad the basic criteria for search engine optimization pricing remain the same. Following are some important criteria for search engine optimization pricing:• The search engine optimization pricing depends on whether the service providing company is an established one or new in the business. Obviously, if a company has considerable industry exposure, its pricing is comparatively high, which is justifiable.• The SEO pricing also depends on the type of project. If the project is of a big business house, the work must be more and so would be the pricing. If the website belongs to a local shop or store, the expense would be often less.• The location of the SEO services firm or the part of the world in which it is located also has its effect on the SEO pricing. For example, the service charges in India are much less than that in the U.S.• The search engine ranking that is promised by the SEO services provider also determines the price. For instance, if a site is appearing in the top ten search results on Google from particular keywords, it would charge more than if it is appearing in the first twenty or thirty results. The sustenance of a site at a particular search rank also determines the promotion price.• The number of back-links provided to a site also has its effect on pricing. If you want more back-links, you have to pay more. Also, the page rank (PR) of the webpage from which back-link is provided decides price. A webpage with high PR having a back-link costs more than the webpage with low PR.• Some SEO firms provide the option of Add-ons like keyword analysis; article and press release writing and submission; site submission to various search engines, directories, and classified sites, etc. The price increases with these Add-ons.Go4Promotion is a leading internet marketing or SEO firm providing a wide range of SEO services in India like web hosting, web development and design, online advertising, affiliate marketing, etc. To know about the firm and its services in detail, you may visit: http://www.go4promotion.com/.

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You may already be aware, if you are a current website owner, that your site visitation is affected by your current search engine rankings. You can raise your search engine ranking by using the strategies described in the following article.You should know the basics of search engine optimization. The process of website ranking is done by computer because it is far too complicated for humans to undertake this process without them. People have created software that is automatically able to make decisions about individual web pages based on intricate formulas. This automation is what you are using when you are working with search engine optimization. You can start a new site from scratch or just change the one you have so that it looks a little more attractive to search engines.There are a number of things that can influence your rank. Keywords influence where your site will show up in a search. Site activity and your link structure are also taken into account by search engines.You have to work to get your ranking higher by educating yourself and making your website attractive to search engines. Use many keywords in your titles and headers. Doing so will be helpful. But be patient, as it takes time for your rankings to increase.You cannot pay for higher search rankings for your website. However, it is possible to purchase featured positioning for a link. Featured positioning usually entails appearing as one of the first three links on a search results page, and these are typically labeled as "sponsored" or "featured" links. Purchasing one of these advertisements can be costly and not something that many small businesses can afford.There are many other SEO techniques that you can use as well as keyword placement methods. Try to link to other websites. You can often create a symbiotic partnership with another complimentary website to increase your website traffic.Your target audience refers to a category of customers that has an interest in your products, and you'll know you've marketed to them successfully when you see them on your site. You should not count solely on incidental traffic to bring you profit, so reaching out to target demographics is of vital importance. Your customers use certain words to find the services the need; use these words to bring them to your site. Advertise your business on websites that your customers are likely to visit.A website is an essential item for any business. This is especially true if your business derives sales or clientele from the Internet. You can optimize your site using the great ideas you'll find in this article.

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It is natural that you might be required to carry on with the search engine optimization activities with the passage of time especially if you are moving on with the budding ecommerce activity in the right manner. There are many firms moving on with the task of providing the search engine optimization consulting activities in the right manner without any issues and you should try your level best in identifying the best one from the huge row without facing any kinds of concerns with the time. It is really challenging to get hold of a very good firm if you are a beginner in the sector as there are many firms functioning with the same task in the right manner. You should also have some knowledge about the activities that are generally carried out by the SEO professional so that you can naturally carry on with the discussion in the perfect manner without getting into any kind of confusions with the time. You have the rights to know about the steps that are carried out by the firms on time as the steps are carried out for the benefit of your online venture.You should keep a close watch on the tasks wherein you should be able to find some kind of improvement in the business in the form of increasing traffic with the passage of time. This will definitely help you in gaining an upper hand in the sector wherein you could easily compete with all the competitors in the correct manner without any issues. You will be required to carry on with the online marketing activities for long time rather than stopping them in between. This is mainly to occupy the top position all throughout as it is possible only with the help of an active search engine optimization consulting company in the right manner without any issues. Also these procedures could be carried out only by SEO professional as it requires certain technical knowledge along with a good proficient in handling different search engines and other social networking websites. You are given the freedom to make advantage of all these facilities as majority of the people are making use of these websites to communicate with one another due to the lack of time they are facing within their activities. This will help you in gaining a very good rating for your venture within short time limit.

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Effective search engine optimization (SEO) is quite important to the success of your online efforts in attracting and keeping new clients. The benefits are extraordinary, especially when seen from the lens of return on investment. Because SEO is so affordable, it is foolhardy to not work to optimize your online business. Below are just some of the benefits that attach to making the right effort to optimize your website.Increased SalesBy optimizing your website you enhance your visibility online driving people to your website and increasing your marketplace. In fact, your business suddenly shifts from being purely local to being an international firm. In fact, I have clients with whom I do business in every continent on earth.A well optimized website has a long-term positioning benefit as well. Once your efforts have paid off and you achieve the coveted front page ranking, it is highly unlikely that you will lose that ranking anytime soon, even if you don't do much with the website at all. There is traction that is gained as your site climbs through the rankings page by page. That traction tends to provide staying power. Now even the smallest effort keeps your site in a powerful position to build your client list.Driving Qualified Visitors to Your SiteWhile a bit unfair, if you compare organic SEO marketing services to traditional advertising, the search engine exposes you to highly qualified prospects on every search. Think about it. If you open your local newspaper you are bombarded by advertising, most of which is absolutely irrelevant to you. So far as you are concerned, those ads do not persuade you to do anything but turn the page. But, say you go to the internet and search for "green widgets." Within seconds ten websites, the front page, that have something to do with "green widgets" appears. You only see sites that have something of importance to your interests.From the advertiser's point of view this is a powerful way to capture pre-qualified prospects. If the searcher clicks on your site then you have a better than average shot at capturing him or her as a new client. I can report that on many of my websites I have better than a 20% conversion rate of clicks to sales. One of every five people visiting my site buys something.Cost SavingsEffective search engine optimization is perhaps the least expensive way to market your product or service that I know of. About 90% of my business is done online with clients all across the globe. I don't spend money on advertising of any kind. I rely entirely on organic search engine traffic to drive clients to my sites. I do all my optimization in house in order to keep a tight control on my efforts, but, after all that is my business. I do it because it works for me.In the long run, effective search engine optimization is cost efficient, provides a great return on your investment, and will drive new clients to your website on a daily basis with little effort once your site is well established.

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Affiliate marketing describes various activities it's possible to do online to promote his business. It provides search engine marketing (Search engine optimization), social media marketing optimization (SMO), content writing for blogs, articles and webpages, content optimization, participation in discussion forums, directory submission, document sharing services, Feed submission services plus much more. Everything to generate yourself more visible web attract potential customers enough to attend your web site and return some other time they require the services you provide.Online marketing is a fast growing field because internet usage keeps growing rapidly all over the world in fact it is an easy and cheap way to target specific audiences. Internet marketing is a good addition to traditional marketing measures. Web marketing is one thing that most companies will include in their marketing plans and technique to not will lose out on potential clients all around the globe, because for the Twenty-first century many organisations aren't fighting anymore on just local or nationwide markets. It's survival with the fittest and also the state-of-the-art companies will require away all clients from other more flat, slow and pricey competitors - wherever they may be.Search engine marketingTo put it briefly seo or Seo means taking your web page along with search by fulfilling all search results robots' specifications and making it readily available you for those who are curious about your product or service and services. It's a method of bringing together consumers by using the policies of Seo - fulfilling the criterias that internet search engine robots are taught to search for and assess.You will find different methods and tricks steps to make yourself well noticeable web surface together with searches like using popular related keywords and phrases on your own site. Utilizing just well-liked keyword phrases often in your page will not help because search engine robots are suffering from in a stage where they will find out if you try to cheat and punish you to the with removing you from their catalogue or a whole lot worse.Seo is a superb method to acquire noticeability without having to pay for advertising nevertheless it could possibly be even more powerful and when people arrive at your page via optimized searches, it can be already clear actually not random site visitors but people enthusiastic about the same things because you and you'll probably be helpful for eachother.Choose search engine optimization in your web online strategy to draw the correct target audience! Pay less and gain in or rise above the crowd by more people than you might imagine online with free streaming! No-one can promise that you're walking rich rapidly whatever you do, but we could guarantee that through our diverse search engine optimisation (Search engine optimization) services we will buy your page together with search at once. The rest is about you speculate we have been sure you've got a lot to make available attaining start up business in practically assured. OIMS is surely an IT organization that has specialized on SEO services, but in addition there are professionals of web site design and web design in your team therefore we are fully competent at offering your organization a complete service beginning with creating tweaking your internet sites and finishing with planning and implementing skillfully your web online strategy.

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Search Engine Optimization (SEO) has become one of the fastest, smoothest and simplest growing marketing methodologies. All over the world there are many businessmen selling their product or service through internet. No doubt this is very important for them to market their product popular on the World Wide Web.Lots of business person believes, internet is a good medium to get more customers for the business. The traditional marketing styles have depended on the hard work of experts. But that's not enough marketing policy for a reputed business. Today now we are globalised. And a business owner doesn't depend on this strategy. This is why the every reputed business needs Search engine optimization strategy. Truly speaking the traditional marketing methods like advertising on print and audio media can reach to limited customers. But with the help of SEO strategies, your product can reach to a million of people with in a few seconds. This is the advantages of the SEO. And the SEO professional has a great role behind of this system. There are some reasons to utilize the search engine optimization strategy.First of all, the Search engine optimization company has a vast knowledge about the website optimization. As a business owner of the company one can only focus on some of the websites elements that are outside the SEO relates. Truly speaking one can learn about optimization methods from forums or websites. But it would not be so much easy for you to master knowledge just like the professionals.Secondly, the SEO Company always offers professional SEO service. Definitely the SEO experts can know the best formula to improve the search engine raking websites. On the other hand the experts are also can apply some methods that webmasters or business owners can't handle themselves.Thirdly, Some Search Engines organization proposes service with dependable results, and they do it quickly. If you try to implement the optimization methods your self the results won't be as good as those you would get from SEO experts. Cause, you only know limited techniques. Apart from that in this field the experts have a vast range of alternatives techniques.Finally, definitely using the SEO service can save your time. The experts will perform the unique optimization methods for the company and the company can focus on the other side of the business.No doubt the search engine optimization system has a great role for the online business. Hiring a SEO services is very essential for every reputed companies. The service can improve your websites search engine rank. But it also can reduce the burden of managing your marketing actions. The SEO professionals know what would be the best for your company. And that's why they implement new strategies to get more viewers into your site. Apart from that now there are many web development company make websites for their clients.

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Competition is the name of the game in every field today. You cannot afford to rest on your laurels and believe that your customers shall always stick by you. This scenario seems to hold more value when it comes to new business start-ups.You need to constantly search for means that shall help increase your customer recognition value as well as attract new customers to your business. You thus need to constantly search for means to promote your business. One of the more popular promotional techniques employed today is of professional search engine optimization. Whether it is promotion for our business or attracting new customers or looking for donors for a non-profit organization, seo online marketing can be of great help to you.How to improve your seo online marketing techniques?One of the most important parts of any professional search engine optimization strategy is the layout of your web page. If your web design is not feasible for professional seo service then no search engine will be able to access your page no matter the techniques you try. Now in order to have your web page become part of a professional search engine optimization process, you need to understand the working of these search sites.Search engine sites are mainly looking for pages that shall provide the most valuable information to a customer and not just include a bunch of spam words as target words. SEO online marketing can be maximised to its full potential only if you design your web page with a large number of keywords along with relevant information and links to other related topics.A professional SEO service also sees to it that your website receives a higher ranking within a search engine. This is possible if you have a number of links that direct users to your web-page from different sites on the Internet. When search sites view that your website is connected to a number of websites, this will be seen as a beneficial characteristic and thus automatically you rise up in the ranks of a search site.You need to employ various kinds of SEO online marketing techniques if you need to properly maximise the potential of professional search engine optimization. Optimizing the content on your website, optimizing the meta tags and titles on your web pages and developing content regularly so that search sites have valuable matter to browse through are just some of the ways to put to practice professional SEO service.Professional search engine optimization is a marketing strategy employed by many and the faster you master this technique the more popular shall your website emerge.

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If you know the correct techniques of search engine optimization, you are on the right path to marketing your website for profits. This involves a lot of detail which starts right from the point when you have decided to design your website. The most important aspect of designing your web page is SEO. So how do you go about it?How Do You Get Started?To get preferential treatment from search engines and to get substantial hits on your web page, you need to understand the basic principle that your website should be search engine friendly. This is the main reason why you need the help of experts to optimize your website.A professional skilled in SEO can help your online marketing strategy by using technical and unique marketing skills to enhance your position in online businesses. They help you with techniques that are custom built according to your specifications. The professionals are aware of how search engines evolve and can predict engine behavior and ways in which your website needs to be designed to optimize it for increased traffic.Best StrategiesIf you want your website to be easy to find, categorize and produce relevant search results, you need to capitalize on techniques and strategies which help. This will bring more traffic to your site and it will rank well in the search engines.Web positioning or building awareness about your website to represent your product and services requires SEM knowledge and skills which web savvy webmasters can achieve. You can trust the industry experts to use the right tools and techniques to maximize your sales and create business opportunities.The most important thing to know about internet marketing is that you should have the right domain name as your topic should be narrow and focused to attract better search results. Each page should have the right amount of keywords so that your web page can be found out easily.Importance Of ContentYour content should be worth viewing, so using the right amount and proper keywords is as important as search engine optimization. The best keywords are those that are used in search terms and will instantly find a page like yours. Power-packed content is the pillar of marketing.Your key phrase should be specific for search engines to crawl your website. This can be done by positioning your keywords in the title, description meta tags, and the right key phrases in the body of your page. Using text heavily is best for attracting search engines to your site.Other TechniquesOther SEM techniques include avoiding the use of JavaScript and Flash and frames as much as possible. If you have to use them, you can go for another option of HTML version.Creating a site map is essential and it should include all the pages of your website and have links to your home page. This makes search engines index all your pages. Create different focused pages and don't crowd all your products on your homepage.Link BuildingSearch engines rely heavily on links from other web pages to rank pages. So, setting up reciprocal links is important for your website's popularity ranking. The more links you have from quality websites, the more relevant you will be in search engine results.Improving your page ranking through search engine optimization is a task performed by posicionamento web, which can help bring targeted traffic to your website. Their years of experience and techniques to suit your individual requirements can benefit your online business. In this way, you can lay the foundation for your website and maximize profits.

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When you are about to search for any kind of information then you usually select the website which is holding high rank in the list of leading search engines. There are several factors which determine the popularity of your website to get the high rank on search engine in order to be noticed by the online visitors. Search engine optimization New York is a convenient option to go for if you want your website should grab the number one ranking among all other websites available on search engine. Suppose your family member is ill and he needs the treatment of a doctor so what would be your decision? An ordinary doctor or a specialist then if you are an intelligent person so you will definitely takes the support of a specialist. There is a same reason why you should select a professional for optimizing your website.Instead of all other places it is better to choose the place from where you can get the proper guidance in order to rank your website higher and Search engine optimization New York is the proper destination to reach to make your dream come true. There are several steps which need to be followed while making your website search engine friendly. Search engine optimization is a process which demands that your website should be presented in such a way that it receives a huge amount of traffic. Some of the important points which play a vital role for the high ranking of your website are being discussed below.You must know that whole of the process of search engine optimization New York involves around the concept of keywords. You are supposed to imagine the entire phrases which a visitor may use to search for your website. In order to make a deep research you should take the support of people who are known to you they may be your friends, colleagues as well as the general public. According to the answers of those people you should move further to adopt technical approach such as you can purchase word tracker and in spite of that you can also avail the advantage of overture's free keyword. One of the important things while selecting a keyword for the website is that if you are using a common keyword then it is an expensive deal to come on the first page of a reputed search engine. You can easily provide a geographical term to your website or any other common phrase can be applied to it.Another key feature which can help your website in becoming search engine friendly due to the usage of relevant keywords is you must use the keyword within the title tag of your company. Title tag is placed at the top of your document then you need to see your website in browser and the place where you are supposed to type the web address. Your key should be like that which contains some weight in the list of search engine which can only be done with the support of search engine optimization New York.

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Hey All,  We run a traditional Real Estate purchase and wholesaling company and do mostly traditional direct mail marketing but have been trying to do more and more on the internet.  We've started a Pay per Click campaign with google adwords but keep hearing about increasing business with SEO.  My question is this...HAS ANYONE READING THIS ACTUALLY DONE A DEAL WHERE THEY CAN VERIFY THE LEAD CAME IN TO THEIR LANDING PAGE DUE TO SEO OPTIMIZATION VS ADWORDS AND PPC?  We have many ideas for SEO but they are all very time consuming and we don't want to do it if it doesn't work.

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Hello Everyone,                           I'm fairly new here and would like to contribute to the community by offering my SEO services at a discount price. I recently retired from the Navy after 23 years as an IT and I've been doing SEO for over 10 years. I'm basically doing this to make a little extra to pay for my wholesale advertising and that's about all, this package anywhere else would probably cost you over $500 monthly. With that being said I can probably take on about 20-25 orders per month, I don't want to burn up all of my free time. I will post when I'm full so if you are interested please contact me and lets discuss keywords you are targeting, this is an extremely diverse and high power package but I don't want you spinning your wheels on keywords that are extremely saturated. I will always be available for questions and for those that order you will have my number to reach out to me. There's no payment link, if you decide to order I can email over an invoice and that will help me keep track of things as well. *I provide a personalized keyword tracker and I send you a monthly report so you can see exactly what you got. Package price is $199/month and is not reoccurring, if you are already in and would like to continue just let me know and I will get another invoice out before we start the next month. Lastly going to give 10 review copies at $150, only stipulation is an honest review. Thank you!SEARCHENGINEOPTIMIZATIONPACKAGE$1991. 30 Web 2.0 Properties with quality content alongside videos and content related to your niche. (https://en.wikipedia.org/wiki/Web_2.0)2. 8 Videos will be created and submitted on Youtube, Vimeo, and DailyMotion.3. 20 Questions and Answers written and submitted on sites like Yahoo Answers.4. 15 Private Blog Posts (Postings on a Real Estate Niche Private Blog Networks – PBN’s)5. 20 Document Sharing Sites (Submission to niche related accounts on sites like Flickr)6. 3 Top Wiki Sites (Social Bookmarking)7. 20 Image Sharing Sites (Submission to sites like Slideshare and Scribd)8. 60 High Quality Social Bookmarks (https://en.wikipedia.org/wiki/Social_bookmarking)9. 15 Press Releases (Top sites like PR.co, SBWire, and MyPRGenie)10. 10 Article Submissions (Top sites like Ezine and Article Base)11. Wordpress (Blog with relevant images and a video, very powerful)12. Tumblr (We submit your website to Tumblr with images and videos related to your niche)13. Blogger (We will make a niche relevant Blogspot for your website)14. Weebly (We will create a quality mini website related to your niche)15. 1 Facebook Fanpage (Includes 1000 niche related followers)16. 100 Social Networking Sites (We will submit your website to 100 Social Networking Sites)17. 11 Original Articles (Contains your keyword and passes copyscape)18. Twitter (Posted to an active account with over 10,000 active followers)19. 10 Google Plus (Website Promoted on 10 active pages)20. 10 Folkd Submissions (Powerful Social Bookmarking site)21. 10 Reddit Submissions (Social News, Content Rating, and Discussion site)22. 10 Slashdot Submissions (Social News Website)23. 10 Jamespot Submissions (Social Sharing Site)24. 10 Diigo Submissions (Social Bookmarking Site)25. 10 Pinterest Pins (Images related to your niche)26. 10 Delicious Submissions (Another very popular social bookmarking site)27. 10 Friendfeed Submissions (real-time social feed aggregator)28. 10 Stumbleupon Submissions (social discovery engine) 29. Facebook Shares (3 x’s from 5000 accounts)30. 40 Live Business Citations (Live Citations for Businesses Only on sites like Yelp.)2ND Tier Links(Helps Index your links faster to boost rankings)1. 10 Social Bookmarks per link2. PING.IT3. LINKIOUS.ME4. LINKEXED Submission5. Wiki SitesExtras: Keyword Tracker and a Detailed Link ReportWhat I need from you:1. Paypal Email:2. Website URL:3. 3 Main Keywords:4. Up to 7 LSI Keywords (Basically long-tailed keywords related to your niche) You can use this tool: http://lsigraph.com/ to get ideas.Business Citations Information:1. Business Name:2. Address:3. Phone:4. Website:5. Business Descripton:6. Category or Type of Business:7. Email:8. Hours:9. Logo if you have one:40 Live Business Citations - $19.99 (Sites like Yelp and comes with report. 3 days TAT.)

402886 search engine optimization service

Hello Everyone, I'm fairly new here and would like to contribute to the community by offering my SEO services at a discount price. I recently retired from the Navy after 23 years as an IT and I've been doing SEO for over 10 years. I'm basically doing this to make a little extra to pay for my wholesale advertising and that's about all, this package anywhere else would probably cost you over $500 monthly. With that being said I can probably take on about 20-25 orders per month, I don't want to burn up all of my free time. I will post when I'm full so if you are interested please contact me and lets discuss keywords you are targeting, this is an extremely diverse and high power package but I don't want you spinning your wheels on keywords that are extremely saturated. I will always be available for questions and for those that order you will have my number to reach out to me. There's no payment link, if you decide to order I can email over an invoice and that will help me keep track of things as well. *I provide a personalized keyword tracker and I send you a monthly report so you can see exactly what you got. Package price is $199/month and is not reoccurring, if you are already in and would like to continue just let me know and I will get another invoice out before we start the next month. Lastly going to give 10 review copies at $150, only stipulation is an honest review. Thank you!SEARCHENGINEOPTIMIZATIONPACKAGE$1991. 30 Web 2.0 Properties with quality content alongside videos and content related to your niche. (https://en.wikipedia.org/wiki/Web_2.0)2. 8 Videos will be created and submitted on Youtube, Vimeo, and DailyMotion.3. 20 Questions and Answers written and submitted on sites like Yahoo Answers.4. 15 Private Blog Posts (Postings on a Real Estate Niche Private Blog Networks – PBN’s)5. 20 Document Sharing Sites (Submission to niche related accounts on sites like Flickr)6. 3 Top Wiki Sites (Social Bookmarking)7. 20 Image Sharing Sites (Submission to sites like Slideshare and Scribd)8. 60 High Quality Social Bookmarks (https://en.wikipedia.org/wiki/Social_bookmarking)9. 15 Press Releases (Top sites like PR.co, SBWire, and MyPRGenie)10. 10 Article Submissions (Top sites like Ezine and Article Base)11. Wordpress (Blog with relevant images and a video, very powerful)12. Tumblr (We submit your website to Tumblr with images and videos related to your niche)13. Blogger (We will make a niche relevant Blogspot for your website)14. Weebly (We will create a quality mini website related to your niche)15. 1 Facebook Fanpage (Includes 1000 niche related followers)16. 100 Social Networking Sites (We will submit your website to 100 Social Networking Sites)17. 11 Original Articles (Contains your keyword and passes copyscape)18. Twitter (Posted to an active account with over 10,000 active followers)19. 10 Google Plus (Website Promoted on 10 active pages)20. 10 Folkd Submissions (Powerful Social Bookmarking site)21. 10 Reddit Submissions (Social News, Content Rating, and Discussion site)22. 10 Slashdot Submissions (Social News Website)23. 10 Jamespot Submissions (Social Sharing Site)24. 10 Diigo Submissions (Social Bookmarking Site)25. 10 Pinterest Pins (Images related to your niche)26. 10 Delicious Submissions (Another very popular social bookmarking site)27. 10 Friendfeed Submissions (real-time social feed aggregator)28. 10 Stumbleupon Submissions (social discovery engine) 29. Facebook Shares (3 x’s from 5000 accounts)30. 40 Live Business Citations (Live Citations for Businesses Only on sites like Yelp.)2ND Tier Links(Helps Index your links faster to boost rankings)1. 10 Social Bookmarks per link2. PING.IT3. LINKIOUS.ME4. LINKEXED Submission5. Wiki SitesExtras: Keyword Tracker and a Detailed Link ReportWhat I need from you:1. Paypal Email:2. Website URL:3. 3 Main Keywords:4. Up to 7 LSI Keywords (Basically long-tailed keywords related to your niche) You can use this tool: http://lsigraph.com/ to get ideas.Business Citations Information:1. Business Name:2. Address:3. Phone:4. Website:5. Business Descripton:6. Category or Type of Business:7. Email:8. Hours:9. Logo if you have one:40 Live Business Citations - $19.99 (Sites like Yelp and comes with report. 3 days TAT.)

521993 search engine optimization direct mail

Hey BP,How important is it to have a website for motivated sellers and hire someone who specializes in SEO(search engine optimization) when you first start your direct marketing campaign?

314786 search engine optimization and mortgage brokers

Im a web designer with a client in east Tennessee. We're redoing his site, and Im not sure how much to emphasize google searches. He said that when he did an online ad a while back, it mainly led to bad leads. I'm curious if that's been the experience with other brokers out there, or if you've had good luck getting leads through google? Any feedback is appreciated.

661411 search engine optimization seo and digital marketing partnership

Hello!I am an experienced SEO consultant and would like to offer my SEO / digital marketing services to investors / businesses that would be interested in any of the following opportunities:If you're not aware of what Search Engine Optimization (SEO) is or how powerful it can be for your business, I encourage you to watch the episode linked below for more information on why you need to be upgrading from direct mail and moving online.BP Episode 295Again would love to partner with other investors and create a win-win scenario for both parties. Feel free to message me with any questions.Cody

254511 search engine marketer

Hi,I currently support real estate agents with search engine marketing to help them get targeted clients through the company's websites and agents websites. I enjoy fishing,family,sports,and working on the computer.

53403 hard money search engine

I found a website that allows you to search all types of lenders including Hard Money. Just thought it would be useful to the folks on BPHard Money Search Engine: http://www.scotsmanguide.com/default.asp?ID=1223

240675 search enginer optimization seo services

Hello BPters.I just published my website who will be accepting deals from motivated sellers (trying to create my own deals).I have been thinking about hiring a Search Engineer Optimization service to promote my website and bring it to the first page on Google.Like everything on the interest, every service provider is promising the world for services from 199-10,000/month.My simple question is, can anyone share/recommend a SEO service provider for reasonable fees.Happy investing,Ayman

71193 real estate search engine marketing

I'm interested to discuss some of the marketing ideas other Real Estate Professionals and Enthusiast use as it relates to Search Engine Marketing, Putting Your Website on Page 1 of the SERPS in your Market, Whether you use a content management system like Wordpress or Drupal for your professional website.

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Contact Us

You can reach us at :

Digital Marketing Abu Dhabi

Sky Tower, #4402, Reem Island, Abu Dhabi

United Arab Emirates, UAE

+971 056 683 0 684

Website

Visit our Website here :

https://sites.google.com/site/digitalmarketingabudhabi/