Search engine based internet marketing

Q1: What is SEO?

Search engine optimization, the use of various techniques to improve a web site's ranking in the search engines and thus attract more visitors.

What is on page SEO (on-site optimization)?

"On Page" SEO simply refers to the text and content on web site pages. Basically editing pages and contents so that the search engine can find webpage when a surfer is searching for a particular topic.

Factors contributing towards on page SEO

  1. Page Titles
  2. URL’s
  3. Header Elements (Semantic Markup)
  4. Meta Description
  5. Meta Keywords

What is off page SEO (off-site optimization)?

"Off Page" SEO refers to the text and "inbound" linking from other web site pages to your web site pages. It is almost like a popularity contest in which search engines look for how many other websites have visited your site, thought the information was relevant to their site and "linked to you".

Factors contributing towards off page SEO

  1. Inbound Links to the site
  2. Internal Linking on your site

Q2: What is SEM?

Search Engine Marketing (SEM) is term that describes marketing a Web site using various techniques to make it more visible on search engines. Search Engine Marketing techniques include search engine optimization (SEO), buying Pay per Click (PPC) ads or using a combination of both of these options.

Q3: Difference between SEO & SEM

Search engine optimization is a compartment or division of Search Engine Marketing. The difference between SEO and SEM has the diminutive to do with the overall mindset of the people's status quo. Both goes hand in hand but are often thought of as one thing. Search Engine Optimization is what is done to your site to ensure that the end users have a friendly easy to use web site with SEF Menus and SEF URLS that Google, Yahoo, MSN and crawl through and find your content. Search Engine Marketing is doing the advertising and marketing of your site. Ironical this is all done "offsite" whereas SEO is mostly done "onsite". SEO is a more technical process than SEM and involves a deeper understanding of search engine algorithms.

Impact of the two on the current internet world

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 proposed by Danny Sullivan in 2001to 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. SEMPO recently published a study which shows that only 11% of all search engine marketing advertising is spent on search engine optimization, with the vast majority, a full 83%, is spent on pay-per-click advertising.

Future of SEO and SEM

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 and PayPerClick 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.

Q 4: What are Keywords?

The keywords for your Custom Search Engine should describe your search engine's content or subject matter. Google uses this information to tune your search results to ensure they are as relevant as possible and to promote the most relevant pages for search engine. Good keywords are words and short phrases that describe any of the following:

  • The topic of search
  • The content of the pages you want promoted

What is keyword density?

The measure of how many times a keyword is repeated compared to the overall content of a web page. If a keyword was listed 5 times out of a word count of 50 the keyword density would be 10%. Keywords are the terms that searchers enter into the search engine's search interface when seeking information, products, or services. The keyword is entered into the search engine algorithm as a mathematical calculation, to determine relevance of the many billions of Internet pages to that particular search. The pages the algorithm deems most relevant to the search for those keywords are ranked accordingly.

What are the essential points to place keywords in?

As the Web continues to mature, the tools a marketer can use to guide the keyword selection process have improved. Today, choosing the right keywords still hinges on understanding:

  • How the target audience refers to your products and services
  • What keywords the site supports, and
  • How to use and interpret the information gleaned from the wide array of available keyword research tools.

This last element has actually grown more complex as the tools have proliferated and the level of information available has grown.

Q 5: Long Tail Keywords:

Keywords can be split into two main groups, short tail keywords and long tail keywords, or broad keywords and narrow keywords. The term 'long tail’ was coined by Chris Anderson and is used to describe the strategy of targeting less-competitive niche markets rather than the hugely competitive broad keywords. A long tail keyword is something like 'Small Business Web Design’ while a short wail keyword is something like 'Web Design’.

What is co-citation?

Bibliographic Co-Citation is a popular similarity measure used to establish a subject similarity between two items. If A and B are both cited by C, they may be said to be related to one another, even though they don’t directly reference each other. If A and B are both cited by many other items, they have a stronger relationship. The more items they are cited by, the stronger their relationship is.

The simultaneous linking to each of a group of web pages from each of another group of web pages, even though the members of the group do not link to each other; used by some search engines to establish a connection between related pages.

Q6: Link Building:

What are backlinks?

A backlink is any link received by a web node (web page, directory, website, or top level domain from another web node (Björneborn and Ingwersen, 2004). Backlinks are also known as incoming links, inbound links, inlinks, and inward links.

What is deep linking?

On the World Wide Web, making a hyperlink that points to a specific page or image on another website, instead of that website's main or home page. Such links are called deep links.

What are supplemental and non-supplemental pages?

Supplemental Results in the Google index display URLs of web pages identified as relevant for the search query, but judged less important than others. The index of Google has been designed to sort results in its index based on many factors, which not only indicate whether a web page is on topic, but also its importance ( or weight ), based on referring links it gains over time.

Non-Supplemental Results in the Google index display URLs of web pages identified as relevant for the search query, and judged important and up to dated than others.

What are the No Follow Tags?

No follow is an HTML attribute value used to instruct some search engines that a hyperlink should not influence the link target's ranking in the search engine's index. It is intended to reduce the effectiveness of certain types of search engine spam, thereby improving the quality of search engine results and preventing spamdexing from occurring.

Difference between direct and Redirect Links

Giving away page rank to clients by using direct links helps them to compete with the directory. The result can be that they come to outrank the directory in search results, and thus weaken the directory as an advertising medium, and ultimately could cause the directory to fail.

Redirects give the directory the capability to count clicks to visit clients' websites and gather more information about the effectiveness of the directory. This information can be helpful in getting new clients and in keeping existing clients

Q8: Different Methods of Link Building

  1. Links are a contract term
  2. Web based PR
  3. Use URL Wire to launch a site
  4. Start a Blog
  5. Ask Visitors to the Site to Link to you
  6. Implement RSS feeds
  7. Submit to Quality Directories
  8. Ask for Links from other Sites

Q9: Essential points that are to be kept in mind while designing a SEO friendly website in terms of layout

  • Using of Frames - Frames can impact many SEO-related issues as the separation of URLs can devalue the links
  • Avoid subdirectories - If there are not too many pages on your site (up to a couple of dozen), it is best to place them all in the root directory of your site.
  • Graphic header - Often, we see an image of the company logo occupying the full-page width. Do not do it
  • Graphic navigation menu - Internal links on your site should contain keywords, which will give an additional advantage in SEO ranking

Speeding Up Your Web Page

  • Images - A good rule of thumb is to strive for no one image being larger than 10 Kb.
  • HTML - Once you have your images down to a reasonable size, try streamlining your HTML.
  • Page size - If you are striving for a speedy download, limit your page total size (including images) to about 30 Kb.
  • Tables - Nested tables are a common cause of slow pages.

Optimizing Bandwidth and Cleaning Out the Code

Unwanted Spaces - we cleaned up in our website recently to save space and bandwidth. Image Borders - By default, images do not have borders, but many web page editors automatically insert border="0" in their image tags. Excessive Tabs - It can help make the code easier to read but using bandwidth so remove all unnecessary tabs.

What are authority sites?

Authority sites generally have more content and more pages than other sites. The search engines feed on content-rich websites and those with many pages and much content per page will do better when going head-to-head with a smaller site.

In addition, links from other authority sites to your site will help establish your site as an authority site as well. Search engines generally give more weight to the incoming links from authority sites as long as their main keyword is the same as your own.

How does the search engine crawler work? The importance of authority sites in this and list a few with a brief explanation of each.

Search Engines use spiders to index websites. When you submit your website pages to a search engine by completing their required submission page, the search engine spider will index your entire site. A 'spider’ is an automated program that is run by the search engine system. Spider visits a web site, read the content on the actual site, the site's Meta tags and also follow the links that the site connects. The spider then returns all that information back to a central depository, where the data is indexed. It will visit each link you have on your website and index those sites as well.

The spider will periodically return to the sites to check for any information that has changed. The frequency with which this happens is determined by the moderators of the search engine.

Importance of Authority sites

Authority sites are very important to get links from as SEs give much more importance to links which are at authority sites. Secondly they are important for small business to learn how to business on the internet and how be in the market. Small business and companies can learn business tactics from them as on the internet everything is wide open.


If some web pages have got links from yahoo’s site, it will result in good ranking order as yahoo is an authority site.


MSN is also another authority site. Suppose, there is a site about health and msn link this site in an article about health. This site will certainly get better ranking in search engines index.


If some site which is about books has got link from Amazon which is an authority site, will be benefited as better ranking in SEs index

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