5 – Website Promotion: Marketing and optimizing your website for search engines

When you complete the design and development of a website, test and finalized it now its time to start optimizing this website for the search engines. After the completion, promotion phase for your website starts which is equally important and crucial part of online business success. Search engine marketing helps to promote your online business and become a critical step in your online business process. Some people would call it an art of getting visitors for your website from different search engines.

Search engine marketing combine two techniques:

1-     Search engine Optimization

2-     Pay per Click

Search engine Optimization:

Search engine optimization is organic or a natural way to generate traffic from search engines for your website. Its is a process of making changes to your web site so that it will appear on top position in the search engines. There are few tips and tricks that help you create your seo strategy and get you to desire top position in the search engine result pages.

-         Check where you are standing. You should know your website current position on search engines and its competition.

-         Right amount of Keywords and a good description for your Meta tag.

-         Always choose the domain that contains word from you primary keyword phrase. Keep your domain name and urls user friendly and easy to read.

-         Good and sophisticated use of keywords in title, h1 tag and in the content.

-         Good navigation and internal linking within your website.

-         Always use original and quality content because “content is king”.

-         Sitemap is an important and always have one because it let search engine knows about each and every page of your website.

-         Always remember search engine spiders can’t read the images or flash movie So always use alt and title attributes for the images in HTML and try to avoid flash.

-         Social media

-         Link building

Pay per Click:

Sometime you want quick results and need a desire number of daily targeted visitors to your website, you will be purchasing sponsored links in the search engine. Using those sponsored links to generate target traffic toward your website is Pay per click or Pay per view. You pay search engines for every click or a view you get for your ad. Google adwords is a major pay per click system.

Main purpose for the search engine marketing is promotion of a website. With the help of SEM you use right keywords to get a best sponsored links, take your campaign to a shopping search engine or directory, get paid inclusion in the directories and optimized your page to get a top position in a search engine result page.

Find out the unexplained mystery of link building strategies and how to get quality back links

To improve rankings in the search engine result pages also known as SERP, one should know how to get the quality backlinks. According to seo experts, Backlinks or link building strategies are the techniques when one website is linked on another website with relevant content. This is totally different from the link farming technique of black hat seo, which is unethical. In the Link farming group of sites is hyper linked together even they don't have relevant content.  Back link generation is a popular practice in a seo world to increase the page ranking of a website. Search engine specially google puts a huge emphasis on link building and always gives high page ranks to the site with quality backlinks from the site with relevant content. Therefore, it does play an important role in getting high page rank and top  search engine placement.

Why does Search engine love the page links to high PR sites? Answer is simple, if content is appealing to people, they will like it and obviously interested webmasters will be starting to link it. When sites with high page rank link a page, search engine believes its authenticity and takes it as a useful site for the user. To determine the all over popularity of a website and to check if the content is good and relevant, Google and all other search engines depend on the back links. It makes sense because if hundreds of websites link a website, then it must be doing something right. So the main thing is that in order to get a high page ranking and place on top in a search engine one must be validated by the others, and back links provides that validation.


Link building consumes lots of time, and it is hard work. It is very frustrating and confusing sometimes, but still it is a high-ranking trump card and cannot be ignored during search engine optimization of a website. Back link generation should be considered as a marathon, not the sprint. It is good to get 100 quality inbound links in three months rather than getting 1000 in just a week. There is no shortcut, and it cannot be done over night. Patience and handwork are the main requirement for generating quality back links but when a website with great content gets high page rank links, it pays a huge dividend.


We can get quality back links by?


a - Submitting Articles:  Article Submission is the process of writing articles relevant to the website and submitting then to popular article's directories. It improves search engine ranking by increasing the quality of back links and page rank. Writing article portrays the expertise and knowledge of the site owner in that particular field. It should accurate and precise with unique and original information about the topic. Best article writing practices are to start with an attractive and good title line, include subheading, bullets and numbering to make it more presentable and readable for the readers.


b - Submitting to Directories: Web or a link directory links other websites in different categories and subcategories. Directories allow site owners or their representative to submit their urls along with descriptions, and their editors review the submissions. It is considered being basic step and the best way of getting quality back links. Directories serve as a direction for the search engine spiders and more frequently these spiders see a link, more they will get to that site.


c - Commenting on the blogs: There is always an area under the blog page where the visitor can post comments. They make blogs more interactive and serve as lifeblood. Bloggers always encourage their readers to join in the discussion and leave their comments regarding the topic. Sometimes readers leave related links along with their comments. These links usually traces back to that reader own blogs and thus making blog comment a great resource for the visitors to find new blogs on the same topic.


d - Social bookmarking: It is a method of tagging favorite websites and saving them online on the web to share it with the friends. Visitors can also view the bookmarks made by other users based on popularity and inclusion date, to get the relevant and recent websites. These social bookmarking sites are a great source for the link juice. Backlinks generated by these sites are very powerful with an unmatched indexing ability.


f - Edu and Gov sites: Edu means education sites, and Gov means government sites. Getting links from these websites can considerably improve search engine ranking. Google gives great value to the links coming from these sites. But ordinary .edu and .gov won’t help the link building process. They should be authority websites.


Link building is never simple, and it can be very difficult to process to create back links, especially for the newbies. Above mention, techniques can serve as agreat help to start a link building process, these are few other tricks that can be agreat help like posting on wikis, press releases and forums profiles links. One thing that must be mention here, is forum profile links are totally different from blasting your urls on any forum. Forum profile's links can only be found in the profiles of active participants on that forum.


There are no shortcuts and easy ways to get the quality backlinks. Good link building strategies always start with hard work and then getting good content for the site because quality of the content always a key factor to attract website's owners to link other sites and in the end generated backlinks must be from high Pr websites because quality is always better than quantity.

The Ugly Side of black hat SEO: Tactics and Techniques you should Avoid.

In the early days webmasters used to perform some basic SEO for the web site they developed and maintain, it wasn't the separate field but with the passage of time, improvement in lots of search engines and websites starts to grow and make money SEO become an entirely separate profession, and companies starts to hire SEO professionals for the search engine optimization of their websites. Now SEO is a whole new profession and a big business in last few years, and it has different types i.e white hat and black hat. When a SEO professional is optimizing a website for a search engine, it is important to use the methods which are legit and approve by the search engines known as white hat or ethical SEO. However, there is a dark side to SEO, Black hat SEO, which is a method involves deception techniques to trick both search engine spiders and website visitors. Cloaking, spamdexing, keyword stuffing and generating fake traffic are few examples of black-hat.


Black Hat SEO strategies and techniques will hurt your positive process in the search engine and get you flagged for the bad practices, decrease your ranking and or at worst get you banned. Over optimization is one of these tactics and if the site owner is uninformed and doesn't have a good SEO expert, it is very easily done. Over optimization is defined as when a content on a webpage is written in a way that it looks like trying to get search engine attention rather than visitor or a user attention. Unnecessary keyword stuffing in the page content, meta, H1, title, etc. categorized as over optimization of a web page. It is considered as an unethical practice and when the keyword density of a web page content starts to go above 10% it hardly makes any sense for a human reader. Keyword destiny should be 3% to 5 % which is recommended. Over optimisation, my results in De indexation which means your page got removed format the search engine index.


According to google search engine guideline for webmasters, buying and selling links without no follow tag to manipulate search engine results pages, will get your website banned and de indexed by google. In the starting days of search engine optimisation, many seo experts purchase links from other websites in the hopes to improve their rankings. This did work for the benefits of some websites, but now it is widely discouraged and if you purchase a link from another site, it is possible that google would find out and penalize your website as a result. In general, search engines try to spot link sellers and downgrade or ignore the links coming from these sites.


Hidden text is another and probably easiest black-hat tactic to avoid, in this technique a webmaster usually set the color of a text as same as the color of the background of a page. Some search engine easily detects this strategy and penalizes the web page. Another technique is to make an image of same color as text and use it as a background. Sometimes the competitors find out and report it to get that particular website blacklisted. Since the above mention, techniques are traceable now some peoples are trying cascading style sheets and div tag to hide text. A webmaster must always avoid this sneaky and clever technique because it is dishonest and unethical.


URL redirects is a technique where a user click on a search result but it open a differentpage. People who use this technique usually have a high-ranking page and redirect all of its traffic from a search engine to a completely differentpage. This is a misleading technique and a redirect page usually doesn't have any content they just send traffic to another page. This strategy is frowned upon by google because it makes google search results look inaccurate to users.


Link Farm, another black hat technique, is a group of websites that is all linked to each other created by a person or automated software. These web pages are set up in the groups of 10 or more and they have only links of other pages from the same group. It is also known as spamdexing because it spam the index of a search engine. Some link farms have only dozens of websites which look pretty harmless, but some contain hundreds of website linking toward each other and when a search engine detects these huge link farms, sometimes they ban all the sites from their indexes.


Link spamming is also an example of overly aggressive marketing strategy where a spammer uses software or a program to post its link in blog comments, forum conversations, wikis, guest books and all other public discussion forums and groups. It is the king of black hat techniques. When these spammers posts their website links in a comment's box of the blogs with a high page rank, it increases their sites search engine ranking and increase in ranking often results in the spammer's web page being listed ahead of other sites for certain searches, But now most of these blogs and social forums have softwares, which detect and filter link spammers.


It is a known fact that not everyone is able to creat a unique and interesting content. Sometimes people try to duplicate the content or create similar websites with alittle bit of tweaking. Webmasters often use this technique to manipulate page rankings of their website. According to these webmasters when the post the same content on different websites it means they will get more exposure. Search engine nowadays ableto detect duplication of the content and sometime if a search engine won't be ableto detect it, the competitors still able to report them and get their site banned.


When you are trying to cheat the system, it might result in temporary success but eventually the success driedup and you have to face the consequences. Same is the case of the black hat SEO you can cheat and get some instant traffic but no one will come back to a site which is full of unethical techniques like keyword stuffing, links farm, sneaky redirects, hidden texts, etc. and are just created to cheat a search engine robot. SEO experts often debates on the merits of the white and black hat SEO and which is the best, but my take is that it is best to do ethical work and earn the money you are proud of, and I am confident that you will never use the techniques I have mentioned above.

The Basics techniques of White Hat SEO that you can benefits from starting today

Webmasters or site owners who want to achieve their website success for long term basis usually go for white hat seo or ethical seo. It is natural and approved ways of using strategies and techniques to generate human audience for their web pages according to the well documented rules define in search engines guidelines for webmasters.

When it comes to white hat seo, there are few basics techniques a webmaster should consider when working on their own website or making pages for their clients. Making urls readable for the search engine spiders is one of these techniques and it can be done by removing session IDs from the page url. For example if a domain name or a url contains dynamic characters like = $ & % etc, search engine will not to read these characters. To solve this issue we host websites on the unix base operating systems and be able to rewrite the urls with the session IDs.

Internal linking is a white hat seo technique in which you link one page of your website to another page of your website making it easy for the search engine spiders to spidered these links and make it sure that all pages are found by the search engines. Internal links Contextual or Structural are the best way to establish a site architecture and easy way to help optimize your website. Some sites might not see the dramatic results from internal link but other will certainly be shocked to see forgotten about articles gain significant amount of traffic. Contextual links are the hyper links embedded within the content of a web page and structural links are the one which are created during the designing phase of a website includes navigation bars and site maps.

The golden rule of seo is "Content in King" and it always will be. content is the information given on a web page and it drive the web. The success of a website depends on its uniqueness and usefulness, it should be interesting to follow so that more people want to visit the site again and again. The quality content should be engaging the reader, helps webmaster increases search engine ranking and most importantly it should promotes the likelihood of quality links from the other websites. It is your weapon on the web and you should use it wisely to win the market share and to do so you have to make sure your content is really noteworthy and serves it purpose to communicate with the reader.

When you are trying to attract human visitors and search engine spider to your page you use ALT and TITLE attributes whenever you can. Usually some webmasters don't see any difference between these two. ALT and TITLE attributes increases the website usability level and also the possibilities to promote. What is ALT attribute? it is an alternative text description for the images which displays before the image loaded on the page. TITLE attribute is use to describe links, tables, individual table row and other other structural HTML elements. So both are primarily meant for the visitors although ALT text seems more important for the crawlers. in Conclusion you can include your main keywords in both these attributes but avoid keyword stuffing.

The essential part of every web page is title and meta tag. <title> is simply use to defines the title of the document or a page. It is used is all HTML/XHTML documents and supported in all major browsers like Internet explore, Mozilla Firefox and Safari etc. Optimizing the website <title> is one of the most important tactic to achieve high ranking in a search engine. You can generate quick and appreciable difference in your rankings just fixing the title tag of your page. <title> should contain your company name along with specific keyword phrases. The best format will be use your company or brand name at the start of the title tag and then use primary and secondary keyword. The best practice is to use less then 70 characters because this is a google limit to display in the search results. Meta tag is not a requirement when your are creating a web page but it is special HTML tag written in the <head> section of a HTML document that provides information about a web page. It do not affect how the page is displayed instead <meta> includes information such as who created the web page and when the page was updated and what it is about and what are the keywords that define the page contents. A lot of search engines use the information provided in a meta tag to build their indices. Meta tags are officially referred to as Metadata elements and they are used in accordance with the W3C - world wide web Consortium Metadata specifications and those of the targeted search engines.

Keywords are the key to on page SEO in which we directly optimize and make change to our web page to get high ranking in the search engine. Optimization of the web page with visible keywords is a key to a good search engine ranking. In the past webmasters use to think the stuffing a page with keywords is a way to get high ranking in the search engine. However, those early black hat SEO techniques weren't completely successful because the keywords often doesn't match the actual content on the page and was misleading to both users and the search engines. Keywords in the url is a good technique to get the search engine attention. e.g coolvirgocool.blogspot.com/white-hat-seo.html. We can also use keywords in title tag and also H1 tag. To create the keyword list for the site or web page a webmaster should think like a customer or ask people that what keywords they will use to search for that particular product or service in the search engine. For keyword selection you have to be creative and choosy at the same time and avoid the competitive keyword phrases and including few misspelled keywords in your keywords list is also a good side.

Inbound or back links are the links from other website pages that are linking back to your website. They are a great tool to bring new visitors to your website. Search engine spiders follow links between two websites, more inbound links a website have, the more often a spider will visit that website.Its always good to get inbound links from high page rank websites because it will add great value to your website. Profile backlinks, blog comment type back linking, article backlinks, backlinking with RSS and social bookmarking are some good techniques. Inbound links are very important for a webmaster or a site owner because with the help of these backlinks a website have a great chance to get noticed by a search engine. If these links are genuine and from high page rank websites, search results for the site will be amazing.

White hat SEO strategies and tactics are use for promoting a websites according to rules and search engine guidelines and to achieve long time goals and results. When you are using white hat SEO to optimize and improve your website always start with the good quality content, use good keyword phrases and build links with high page rank websites. There are few limitation toward this approach at first but the reputation stay stable in the future and your organization will become more reliable.

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