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Successful Internet Marketing depends
largely on search engine placement. Search Engines come
in two basic forms - 'organic' (or natural) and 'paid
listings' (PPC or Pay Per Click). For the fastest
results short term and the most effective results long
term, it is necessary to take full advantage of a
combined approach. After all, the primary objective of a
search engine marketing plan is to control as much real
estate as possible on any keyword search, in a cost
effective manner.
PPC
Strategy: Use PPC to target keywords with little or
no competition. This keeps cost down and increases
traffic to your site.
Google & Yahoo:
Google and Yahoo cover a significant part of the
internet. They have been closely tied in the past, with
Yahoo using Google for much of their search results.
Google bases its results on a site ranking system called
PageRank. The following explanation of PageRank is
supplied by google (http://www.google.com/technology/):
"PageRank
relies on the uniquely democratic nature of the web by
using its vast link structure as an indicator of an
individual page's value. In essence, Google interprets
a link from page A to page B as a vote, by page A, for
page B. But, Google looks at more than the sheer
volume of votes, or links a page receives; it also
analyzes the page that casts the vote. Votes cast by
pages that are themselves "important" weigh
more heavily and help to make other pages
"important."
Important, high-quality sites receive a higher
PageRank, which Google remembers each time it conducts
a search. Of course, important pages mean nothing to
you if they don't match your query. So, Google
combines PageRank with sophisticated text-matching
techniques to find pages that are both important and
relevant to your search. Google goes far beyond the
number of times a term appears on a page and examines
all aspects of the page's content (and the content of
the pages linking to it) to determine if it's a good
match for your query."
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