Free advertising and search engine optimization.

Search engine optimization and advertising

Search engine optimization is an Internet marketing strategy which increases the quality and quantity of traffic flow to a website.

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In today's Internet-linked and net-savvy world it has become commonplace for any business to have a website which they use primarily for advertising their products and services.

With the growth of search engines it has become even easier for the customers to search for stuff online. As you can understand, for a business website to be successful its link should wind up on the first three pages which the search engine display to the searcher, and the rank of the page should be high which will mean that many visitors will come to the site. This can be achieved by applying search engine optimization, popularly known as SEO. This is an Internet marketing strategy which increases the quality and quantity of traffic flow to a particular website via search engines.

Use search engine optimization and drive traffic to your site using

SEO not only affects the search engine results, but also image search, video search and industry specific vertical search engines as well. It determines how search algorithms function and what searches are popular with people.

Here's how your website becomes known.

When your website link is submitted to a search engine, a specially designed program, called a "spider" crawls through a page to gather links which lead to other pages and stores those pages on the server of the search engine. The information collected from these pages is then sent to the indexer, whose job is to extract information from those pages such as the keywords and their weights, the location of the page and other links that are stored for the spider to crawl in future.

In the beginning, the search engine optimizer algorithms were very dependant on keywords, Meta tags, and index files provided by the Webmaster. Meta tags provided information about a particular page, but using them for indexing the pages didn’t prove to be successful as some Webmasters added irrelevant Meta tags to increase the number of hits and earn huge ad revenue. They even changed the HTML of the web pages to achieve a good rank for the page.   One common technique, for example was to fill a page with relevant keywords the same color as the background.

This could be considered a case of abuse as it often caused the search engine to fetch irrelevant pages.      

Search engines then making use of more complex ranking algorithms, which were more difficult for the webmasters to manipulate.  This resulted in surfers being provided with genuine results. The rank of the web page is calculated mathematically by various functions using the strength and quantity of the inbound links. The higher the rank of the page the more chances it had to be viewed by a human website visitor.  Later, algorithms were developed which considered various other on-page factors such as rank and off-page factors such as hyperlinks. Since the webmasters couldn’t manipulate the page rank, they began exchanging, selling and buying links, which lead to link spamming and the creation of numerous sites dedicated for this purpose.

Algorithms became more and more complex every passing day and top search engines kept, and still keep, their algorithms a secret. As the cost of SEO increased, advertisers were tasked to help pay for it, which finally resulted in high quality web pages. Although investing in SEO is very fruitful, at the same time it is risky for the website owner because without any prior notice the algorithms being used are often changed and the search engine stops directing visitors to the page.

Many consultants are available in the market that provides SEO services to website owners.  They manipulate the HTML source code of the web site like menus, shopping carts, and sometimes even the content of the website itself, in order to draw more traffic to the site.

Search engines like Yahoo have algorithms that extract pages, not according to the page rank, but according to the cost per click or set fee, that is if a advertiser desires that the page containing his or her ad be displayed, he or she is expected to pay money for it. This is a point of controversy, as often only the big businesses will be able to increase the number of hits of their page but not the small business who might be having a better quality page.

Google Ad Words explores ads which have words typed in the search box by the surfer. The Million Dollar Homepage started the concept of Pixel advertising, which is a graphical kind of advertising. Depending on the pixels, the space is sold to the advertiser. Keyword advertising involves advertisers who buy URLs of a site and place their ads at that location.

Thus SEO has become a market in its own right and is yielding great results for businesses on Internet.

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Page Updated 9:09 AM Sunday 12/9/2012