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Search Engine Optimization and Advertising
In today’s net-savvy world it has become common for any
business to have a website which they use mostly for advertising their products
and services. With the advent of search engines it has become even easier for
the customers to search for the stuff online. For a website to be successful
its link should land in the first three pages which the search engine brings
and the rank of the page should be high which means many visitors come to the
site. This can be achieved by applying search engine optimization or popularly
known as SEO. This is a marketing strategy which increases the quality and
quantity of traffic flow to a particular website via search engines.
SEO not only affects the search engine results, but also
image search, video search and industry specific vertical search engines. It
determines how a search algorithm functions and searches what is popular with
people. When a website link is submitted to a search engine, 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 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
dependant on the keywords, Where 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 Where
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. But this was a
case of abuse as it fetched irrelevant pages.
Search engines then began utilizing complex ranking
algorithm, which were difficult for the webmasters to manipulate so as to
provide web surfers with genuine results. The rank of the web page was
calculated mathematically by functions using strength and quantity of the
inbound links. The higher the rank of the page the more chances it had to be
viewed by a person. Later algorithms
were developed which considered various other on-page factors such as rank and
off-page factors such as hyperlink. Since the webmasters couldn’t manipulate
the page rank, they began exchanging, selling and buying links, which lead to
link spamming and even creation of numerous sites dedicated for this purpose.
Algorithms became more complex by every passing day and top
search engines kept their algorithms a secret. As the cost of SEO increased,
advertisers were roped in to pay for it, which finally resulted in high quality
web pages. Although investing in SEO is very fruitful, but at the same time is
risky because with out any prior notice the algorithms being used are bound to
change and the search engine will stop directing visitors to the page. Many
consultants are available in the market that provides SEO services. They
manipulate the HTML source code of the web site like menus, shopping carts and
sometimes even the content of the website to draw more traffic. Search engines
like Yahoo has 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 ad be displayed, he is expected to pay money for
it. This is a point of controversy, as 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 is a market in its own which is
yielding great results for businesses on
Internet.
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