Search Engine Optimization And Advertising

Search Engine Optimization And Advertising

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, 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 .​
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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