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Search engines are internet programs that allow internet users to find a certain product or service related to the search term entered. Search Engine Marketing utilizes specific strategies and tools for improving results among the search engine for related terms.
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Search engine optimization is the art science of optimizing a web site for improved search engine positioning, or rankings among other competitors for particular keywords.
Some common techniques for optimization can include:
- Creating Meta Tags
- Creating a quality web design
- Adding content relevant to the web site
- Specifying specific "search terms"
Creating Meta Tags:
Meta Tags are a set of browser commands within the programming code of a web site. Some of the popular Meta tages are title, description, and key words. The title tags are used to specify the title of a page within a site. It can be found at the top of each page of a site. For example, the title of this page has been given the title "Search Engine Marketing". Some feel that title tags should typically be no longer than 70 characters long. The description tags help searchers see a brief summary of the content on the webpage associated with the search engine listing. Description tags should be unique to each page. Some search engines use the description tag to help rank the specified page within the search results. Some feel that the description tags should be no longer than 200 characters, and not repeat title tag information. The keywords meta tag help search engines determine what key words are associated with each page. Not all search engines utilize the key word command. Key words are a set of words separated by commas to describe the nature of the webpage content. For example, (web, internet, search engines, marketing, advertising). Key words within a web site page should only relate to the content within each specific page.
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Pay Per Click (PPC), or Cost Per Click (CPC), is a search engine marketing model where search results are ranked according to the bid amount set by the advertiser. Advertisers are then charged that bid amount every time a searcher clicks on that advertisers search engine listing.
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One element involved in search engine marketing involves keyword research. A keyword is a search term used to find a website with the use of a search engine. Keyword researching examines frequencies, and variations of the terms searchers use when seeking information about a subject. Other aspects of search engine marketing are building keyword campaigns, position monitoring, and examination of the rate searchers click to reach a website (click through rate - CTR). It also involves evaluation of your cost associated with your campaign or ROI (Return on Investment). It can be further broken into segments of cost per lead, cost per member, cost per action, cost per impression, and more.
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