Introduction to Search Engine Optimization
SEO can be defined as the activity of optimizing Web pages or whole sites in order to make them more search engine-friendly, thus getting higher positions in search results.
SEO does help in the promotion of sites.
SEO helps to increase the traffic to one's site, SEO is not advertising.
Why is Search Marketing so important?
Web users love to search. They use the main search engines like yahoo, Google, MSN search and ask to find one thing only – information.
They might be looking for news or products or buying a car. All these goals can start with a simple search query. The use of keywords or key phrases helps users find exactly what they want.
Different types of Search Engine Marketing
1. Search Engine Optimization (SEO)
SEO is aimed at achieving the highest position practically possible in the organic listings on the search engine results pages. To do this you need to define a list of key phrases to work with.
There is no charge for organic listings to be displayed, nor when a link to your site is clicked on. However, you may need to pay a SEO firm or consultant to manage optimization, and the ongoing work often needed to make your website appear higher in the rankings.
2. Paid Search Marketing
Within paid-search marketing there are two main alternatives:
a) Paid search engine advertising (PPC / Sponsored listings).
These are highly-relevant text ads with a link to a company page and some ad text, displayed when the user of a search engine types in specific phrase. These are displayed in the sponsored listings part of the SERPs.
As the name suggests, a fee is charged for every click of each link, with the amount bid for the click determining the position.
Google Ad words factors in a quality score based on the click through rate for each ad, meaning that an underperforming ad might not make it to the top.
The Most important PPC services are:
• Google Ad words (http://adwords.google.com)
• Yahoo! Search services (http://searchmarketing.yahoo.com) / Overture (http://www.overture.com)
• MIVA (www.miva.com)
(b) Content-network paid-search advertising
Sponsored links are displayed by the search engine on a network of third-party sites. These are typically media-owned sites such as online newspapers or affiliate marketing sites.
Ads may be paid for on the basis of clicks (this is most common) or on the number of ads served (CPM basis).
The most important content network services are:
• Google Ad sense (http://adsense.google.com) for site owners, provided through Google Ad words for advertises.
• Yahoo Publisher Network (http://publisher.yahoo.com) for site owners, provided through Content Match for advertisers.
• MIVA (www.miva.com)
SEO does help in the promotion of sites.
SEO helps to increase the traffic to one's site, SEO is not advertising.
Why is Search Marketing so important?
Web users love to search. They use the main search engines like yahoo, Google, MSN search and ask to find one thing only – information.
They might be looking for news or products or buying a car. All these goals can start with a simple search query. The use of keywords or key phrases helps users find exactly what they want.
Different types of Search Engine Marketing
1. Search Engine Optimization (SEO)
SEO is aimed at achieving the highest position practically possible in the organic listings on the search engine results pages. To do this you need to define a list of key phrases to work with.
There is no charge for organic listings to be displayed, nor when a link to your site is clicked on. However, you may need to pay a SEO firm or consultant to manage optimization, and the ongoing work often needed to make your website appear higher in the rankings.
2. Paid Search Marketing
Within paid-search marketing there are two main alternatives:
a) Paid search engine advertising (PPC / Sponsored listings).
These are highly-relevant text ads with a link to a company page and some ad text, displayed when the user of a search engine types in specific phrase. These are displayed in the sponsored listings part of the SERPs.
As the name suggests, a fee is charged for every click of each link, with the amount bid for the click determining the position.
Google Ad words factors in a quality score based on the click through rate for each ad, meaning that an underperforming ad might not make it to the top.
The Most important PPC services are:
• Google Ad words (http://adwords.google.com)
• Yahoo! Search services (http://searchmarketing.yahoo.com) / Overture (http://www.overture.com)
• MIVA (www.miva.com)
(b) Content-network paid-search advertising
Sponsored links are displayed by the search engine on a network of third-party sites. These are typically media-owned sites such as online newspapers or affiliate marketing sites.
Ads may be paid for on the basis of clicks (this is most common) or on the number of ads served (CPM basis).
The most important content network services are:
• Google Ad sense (http://adsense.google.com) for site owners, provided through Google Ad words for advertises.
• Yahoo Publisher Network (http://publisher.yahoo.com) for site owners, provided through Content Match for advertisers.
• MIVA (www.miva.com)
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