Internet Marketing Simplified

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? Sandeep Juneja 

All the great efforts made for making your own site, goes in vain when your site doesn't bring you business. The reasons can be anything right from less traffic, to less page-per-views,  or lesser PageRank. Upon serendipity of elaborating all of the above said problems, I would land up in search engine marketing basics. 

  • Less Traffic means fewer hits to your site.
  • Fewer pages per views mean users checking your site but not getting interested in clicking on other pages. They don?t find it interesting to surf through.
  • Lesser PageRank. PageRank is Google?s way of measuring the quality of a site. They will give your site a rank marking out of 10 as maximum. So your site may stand 0/10 initially. Then it may acquire higher PR (PageRank) according to the above said factor enhancements. It is to be noted that a PageRank of 4 is thousands time better than a PageRank of 3.
  • If your site doesn't appear on any search engine result pages (SERPs), upon searching for any keyword, then it may take a backseat.

So here is some advice to what can be done to improve it.

For outrageous results on your business-through site, make your site lucrative in terms of design. Such imponderable designing factors as aesthetic sensibility and human-user friendly site-making can be an obstacle. But you have to go through each and every aspect of your site to make a mark through your site. So design terminology would go as follows:

The architecture-savvy site should or I would say must have Home, About us, Contact us, sitemap, products, articles. All these links and others should be present on each and every page of the site, so that these are accessible from every corner of the site.

Interlinking of the site pages would make an impact, so I will add-up here that sitemap plays a vital role in connecting your site in a star-shaped connectivity. Whereas, product information to users can be conveyed via articles. So articles need to be well placed and comprehensive in language.

I would like to share my experiences on how your keywords can be found out by a human user, who doesn?t know about your site. A normal person goes to internet and opens up any search engine to look for the information on the product he/she wants to purchase. Now he is landing up on the pages where a site of your competition tops and the user clicks and buys the necessary things; you stand to be the loser. Here comes the role play of keywords on your site. Your site should be full of keywords, which are, or related to the products on your site.

The articles would be enriched with these keywords. Title, description and images of the pages should be named with the keywords.  If your site is selling an ebook on meditation, then the keywords will be the same as the product and they will read as ?ebook on meditation?, ?find peace online?, or ?online meditation book? on your site. More these kind of keywords are accommodated on your site, the more your site could be searched out by a user via using any search engine.

Is there any special way by which search engines work and pick up the site for the keywords?

Yes, they do. They have automated crawler or human auditor system. The crawler acts as a scanner, a human user uses the search engine to find out ebook on meditation, he types in the same keywords, and the search engine crawlers at the backend does the scanning on the server database to find out the same keywords. If they find the keyword on a genuine site and appearing explicitly and not spammed, then they will show that site on top. The keyword search via automated crawler will be broken down into a few steps as follows:

  • Crawlers will check out for the content of the site, expert pages (expert pages are the product related pages, or articles), title and descriptions of the site.
  • They will also read the headings on the page which is mainly H1 sized headings, and yes if they read as ?ebook on meditation? then an added advantage for those keywords to your site.
  • Crawlers will also look for the Meta tags, Meta descriptions and Alt tags used.
  • Crawlers are more prominent and effectuously look for the anchor text pointing towards your site.

Anchor text has been explained below:

Anchor text (link text) is the text that points towards the page or resource for which the link has been placed. It is the normal text attached to the URL of any site. Clicking on that text it will take you to that URL/site. A link can lead to either a page on the same site (internal link) or to a page on a different site (external link). Thus, a user who clicks on one of your site?s internal links would be directed to another page on your site.

Linking further is bifurcated into two parts, namely Incoming and outgoing. An incoming link is an external link that appears on a different site and points toward your site, while an outgoing link is an external link that appears on your site but points toward a different site.  The link text is also known as Title and it?s followed by a nice description. Description again can contain keywords of your site; it?s a little advantage to your site but surely is a benefit. Links are usually placed on the Links page or Resources page of the site; some sites name these pages as ?Other sites? or ?Other cool links.?  A title should not exceed 65 characters but we recommend a title of not more than 55 characters and a description of not more than 250 characters in length as per latest strategies of search engines.  The more the number of links pointing towards your site, with the right anchor text, the more meritorious results of your online presence for that keyword.

If you want to know more on types of linking, and what kind of links benefit and what are the hazards of linking for your site, please feel free to contact author. He shall serve you for no charges. About the author: Sandeep Juneja is Manager-Internet Marketing, in a leading Company and is an avid researcher in the SEM segment.

? Copyright 2005 Sandeep Juneja.


Publication Date: Thursday 26th May, 2005
Author: Sandeep Juneja View profile

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