Search engine marketing
Internet marketing
Push and pull marketing
What exactly is search engine marketing?
The basic rule for search engine marketing ...
Search strategy ...
3 models search engine marketing ...
2 types of search engine marketing ...
What is search engine optimization?
What is natural search engine optimization?
Why search engine optimization?
Why did a company search engine optimization needed?
The benefits of search engine optimization ...
The disadvantages of search engine optimization ...
What is paid search engine placement?
Above and below the fold ...
Measurable results ...
Marketing and the importance of search engines
How are sites found by Internet users?
Users of the Internet ...
Search interest in purchasing process
The benefits of search engine marketing
Opportunities ...
Threats ...
Database Structure
Algorithm and search
Paid search engine marketing models
Pay Per Inclusion ...
Pay Per Click ...
Hybrid model ...
Ranking versus Advertising
The players, the search engines
The three components
Best practices for the indexation component

Text Components
Introduction
Where your audience is looking at?
Trends in Search?
Singular and plural ...
Uppercase and foreign characters ...
Stop and filter words ...
Spelling ...
Measurements in the text algorithms
Keyword Frequency ...
Keyword weight ...
Keyword strategies
How keywords and phrases to be
Tilt-tag ...
Meta-tag ...
Bold and lists ...
Keywords in URLs and doomsday position
Areas ...
Sub domains or folders ...
Popularity Component
Overall
Popularity Component
Link Popularity
Hubs
Google Page Rank
Effects Page Rank ...
Page Rank measure with Google Toolbar ...
Consequences relevance PageRank ...
Shooting in internet guides
Sites that point to your competitor ...
Exchange links with other sites ...
Reciprocal links and link directories ...
Links count ...
Paid links ...
Spam and Scams
Introduction
Disadvantages search engine marketing
Disadvantages natural placement
Disadvantages Pay-per-click structure
Click fraud
Interested
New developments
Spamdexing
Keyword Spam
Hidden text
Link Spam
Cloaking

Search engine marketing the future
Development of large players
Search other types of files ...
Trends
Personified search ...
Clustered search ...
Enrichment search ...
Integrated search ...
Wireless search.
Stay informed

Search engine marketing
Internet marketing
Internet is no longer thinking media marketing landscape.
In America it is expected according to research from Millward Brown in September 2004 that spending on Internet marketing in 2005 with more than 55 percent growth compared with growth in the more traditional media like television advertising in 35 percent and 27 percent of radio advertising. Online advertising growth in 2004 even with 125 percent.
Push and pull marketing
On the Internet it is possible to both push and pull marketing
use. The more traditional push marketing communication
unsolicited by the customer. Traditional television advertising, banners on websites
third-party e-mail newsletters are examples. The advantage
is that people in contact with your product or service they
still did not know that they need to have. This form of marketing is
very suitable for branding.
What exactly is search engine marketing?
Search marketing is a combination of natural and
paid search engine optimization and placement. Search marketing is a form of pull marketing and occupies an important place in contemporary marketing. Pull Marketing means the potential customer goes off looking for your product or service. The advantage is obvious: you are not on calls to the customer. No, the customer calls to you. This form of marketing is very suitable for information transfer and direct response.
Now advertising in search engines for a year or two so the lift is
confusion about the various terms arise. Overall
this form of advertising using the terms search engine marketing • search engine advertising and paid search engine placement and
English types. For the original search engine placement
through search engine optimization to identify and distinguish
paid form, terms are used as natural search engine placement, organic search engine placement • unpaid search engine placement.
The basic rule for search engine marketing ...
The basic rule for search engine marketing is: make sure that Internet users can find your organization at the time they to your organization, products or services are looking for. There is also a line of interest in search engine marketing. This rule means: Keep your website in the right place for your key search terms (combinations) and the optimal position is findable.
Search strategy ...
In the application of search engine marketing, a company must have a strategy based on the following points:
What is the (strategic) purpose of the website?
How many unique visitors, the website now?
How do the unique visitors to comeback?
How many visitors come from search engines
How many visitors a customer?
How many leads should be generated by the site?
What other means of traffic to be used?
Is there an offline marketing budget?
How much can a lead cost?
How many "points of entry ', the website now?
What do visitors?
Are visitors / leads / customers willing to pay for services on your website?

3 models search engine marketing ...
There are 3 models to distinguish search engine marketing. These models are:
search engine (Google and Ilse)
internetgids (Home and Yahoo internetgids)
meta-search engine (and Ixquick vinden.nl). Meta-search engines search Google, Ilse, Home and Yahoo.

The differences between search such Ilse and Home can already see that the structure of the data is different. Internetgids is a hierarchical structure. All daughters of Home are dedicated to a topic. Each daughter page sections again with subkopjes over a specific part of the subject. If one looks at Mark, get a list of most relevant search results without hierarchical structure. Search engines and directories are classified based on the weight of the databases in the search results.
2 types of search engine marketing ...
These are the 2 types of search engine marketing: • Ranking, search engine optimization, natural placement, unpaid placement, organic placement.
Advertising, paid placement, search engine advertising.

What is search engine optimization?
Search engine optimization is a way of designing a website that it obtains a good position in search results a search engine for relevant searches. In search engine optimization is what it is that a company as much as possible relevant visitors to their site through top positions in search results. In search engine optimization is important to understand how search engines work and why one website in the search front, while another website that achieves top positions.
What is natural search engine optimization?
Natural search engine optimal is the process for a website to find in the unpaid search engine results for the target group. The objectives for unpaid placement are: query optimization (identifying and implementing key search terms on the website), website optimization (web site optimally accessible for search engines), link management (as far as possible links to the website) and combine the module ( the optimized query with additional terms).
Why search engine optimization?
When searching for information, the majority of Internet users use a search engine. A higher position in search results to targeted visitors, so potential customers, and that is exactly what your website does return.
It is not enough to sign up to search engines. Without search engine optimization website disappears between thousands of competing pages.
Why did a company search engine optimization needed?
This optimization will lead to a long-term visibility in search engines. This results in: • Greater impact (increase in brand awareness by 14% / year)
More qualified visitors / leads
Higher sales conversion
In short, each company in its target group in the viewer want to run should consider search engine optimization.
The benefits of search engine optimization are:
Increased visibility
Larger image
Qualified visitors / leads
Higher sales conversion
The disadvantages of search engine optimization are: • The effort to result is larger, requires knowledge and experience
It takes longer for the results.

What is paid search engine placement?
Paid search engine placement is a form of advertising in search engine results. The Google AdWords and Overture ads are the biggest representatives of.

Search engine ad campaigns on the basis of an auction.
Characteristics of search engine advertising are:
Maximizing a search engine marketing campaign and increase the efficiency of the site with more and more relevant web site.
Besides the focus on long-term search engine advertising is ideal for short-term actions. It can be very fast results and the campaign can be stopped immediately.
1 +1 = 3 effect. Through search engine optimization with an ad campaign in search engines combine to reach double presence in the search results. This is both the search and the ad is clicked more often and this combination makes more visits.
Top search always accessible. It may be that a position in the natural search results to a search that has so much competition that the short-term unreachable. In that case, an ad campaign through an ad is visible in searches on this query.
Above and below the fold ...
After entering a search looks more than two fifths (41 percent)
of the Dutch internet population only the first results page. A quarter is looking even beyond the first five results. This last fact is particularly shocking when a company is not currently in the top five of a major search for the company. This search of potential visitors can be explained by a Web page is often not all shown on a screen. This is indicated by 'above the fold' and 'below the fold. " Depending on the screen, there will be more or less results appear on the screen. The results' below the fold 'is only visible when the Internet down scrolls. There are 7 search results' above the fold 'in Google to see a screen resolution of 800 by 600 pixels. Even with a higher screen resolution, there are still only nine search to see 'above the fold'.
Measurable results ...
As traditional marketing and media buying agencies interested
are measurable results, they mean search engine
often only paid ads. This is easy and fast conversion ratio
to measure. The extent to which a particular ad contributes to
profits or turnover and the sales results, is
easy to measure. For natural search engine optimization, this is what
complicated. Therefore, search engine optimization often outside
included and sometimes not at all used. We know that
search engine optimization is very cost effective and that the conversion and
click-through ratio of natural placements higher than that of the
paid ads. So it is very important to include this element in the web marketing process.
Marketing and the importance of search engines
Search engines supporting e-commerce. Research has shown that 41% of Internet users purchased something online through a search engine and 17% placed an order with the first visit to a website. Also, the repeated visits to a website via search engines later. 31% of Internet users come back to a website is found through a search engine. When last used 98% of Dutch Internet users a search engine (Google and Ilse mainly).
How are sites found by Internet users?
For the correct use of search engine marketing is important to
know how people find the website on the Internet.
Websites are found through Internet at:
Banners 1%
E-mail 1.2%
TV spot 1.4%
Coincidentally 2.1%
Magazine ad 4.4%
Word of mouth 20%
All surfing 20%
Search 46%

(Source: Target Marketing Magazine)
Users of the Internet ...
Users of the Internet, choose a search engine based on the country and the language. They usually do not look beyond the first 30 results or the first page and type a new query usually not fast enough if they find what they are looking for.
Search interest in purchasing process
Search engines have become important in the acquisition process. This is demonstrated by several studies of Nielsen, Multiscope and the National Search Engine Monitor. Here is the results of these investigations:
• The top 5 most used websites in the Netherlands, four search
• 81 percent of all surfers indicates that search via search engines is the best way to find websites
• 48 percent of consumers via the Internet with new products
• 59 percent of potential buyers orient itself on the Internet
• 77 percent of Internet users find websites through search engines.
• Nearly 90 percent of search engine users look no further than the first 30 results.
The benefits of search engine marketing
Search engine marketing can provide: • more potential customers
higher brand
higher sales
marketing costs.
Studies of U.S. Bancorp Piper Jaffray (2003) show that the contact
with potential customers with the least cost search engine marketing, • followed by e-mail marketing and banners. Offline direct marketing costs
30 times as much. Search marketing is used in the
purposes of paid advertisements. Figures for natural search engine positioning
and 'cost per lead "or" Return on Investment' are not known. Designation
for an even better score of natural search engine placement at
compared to paid search engine placement is that there are six times more clicks in a natural position rather than a paid ad.

Opportunities ...
• Over 90 percent of the top 50 online advertisers is to find bad
in Search Engines
• Only 10 percent of the top 100 advertisers in the Netherlands used the
possibilities of advertising at search engines
• Search engine optimization can provide a huge increase in the number
website visitors and online sales lead.
Threats ...
• Four-fifths of the Dutch Internet users, the companies responsible for their poor find ability. For the image of a
company is therefore very important to good search engines to it.
Database Structure
The database of a search engine is built differently than the database of a internet Gide. Search engines use search engines that the web searching to web pages. They are also called spiders or spiders, because they
link to link jump. These robots index all html codes
of a web page. Every four to six weeks, the entire database
Most search engines refreshed. In search engines, there is a crawler, a program that runs automatically without human intervention. The search results are obtained by the indexed database to be searched. This means that new sites or changes to existing sites for a client only after six weeks found in the search engines. This whole indexing process is not man to pass.
Internet guides to websites in relevant categories, after
an editor look over the site, where a definition has
and the correct heading checked. This editor is a really
humans. Many web directories you can see who each section of the editor
a certain category is, what interests they have and what items
they further manage.
Algorithm and search
The position in a internetgide depends on how a guide
its results rank. The placement in the subheading of a relevant subsidiary page determines whether people 'above the fold' or 'below the fold' daughter mentioned this page. The Dmoz Directory provides the alphabetical order of the titles mentioned the position of the placement.
Search engines based on a secret weighting the web
best fits the requested keyword or search phrase entered. About
this weighting, algorithm, is extremely secretive done. This
algorithm is not static and it is often changed by Google.
Paid search engine marketing models
A paid search engine marketing campaign can be a good supplement to natural search engine positioning.
These are paid models:
Pay Per Inclusion (PPI)
Pay Per Click (PPC)
Hybrid model: combination of PPI and PPC.

Pay Per Inclusion ...
This can quickly be included in the search database. It pays a fixed amount per page per year. The URL within 24-48 hours visited by the search engine. With PPI, the web page no better positioned, it buys only a quick entry in the database. During the period that is paid, the URL every 24-48 hours indexed. PPI is currently used by smaller search engines such as Ask Jeeves and Scrub The Web. In the Netherlands will only fit zoek.nl and some internet guides to PPI. A PPI award is not distinguishable from a natural unpaid placement. A number of internet directories with PPI, such as Yahoo directory.
Pay Per Click ...
It is paid to performance. There is no fixed amount, but an amount per doorgeklikte visitor to the website. Known examples of PPC are Google Adwords and Overture.
For example, PPC in action:
Create an ad with a title, short description and a URL to which reference
Select keywords based on the ad to be displayed
Determine how much you want to pay for a visitor who clicks on your ad to your site to
Determine your maximum daily budget
The amount of your bid and determine the amount of the bid of the other bidders on that same keyword which position your ad will
You pay nothing if the ad will be displayed after a search but is not clicked
Your ad will appear alongside or above the natural search results under a heading "sponsored links"
The ad appears as long, until your daily budget is.
Benefits of Search Engine Optimization versus Pay-per-click:
No cost per click (appearing in the free section of the search engines)
No management
The effect is long-lasting.


Hybrid model ...
A hybrid model is the combination of PPI and PPC. An example of a hybrid model: Side Match Overture. You pay per URL for inclusion in the index. Then pays a fixed amount per click.
Advantages:
- Fast inclusion in the index
- You pay a fixed amount per click
- There need not be made ad.
Disadvantages:
- You do not affect positioning
- You decide on the basis of exactly which keywords your listing is displayed. This is based on natural placement. You also paid for keywords where you do not want to be found.
Ranking versus Advertising
The benefits of ranking / search engine optimization:
Low price per click-through
High CTR (click trough rate)
The disadvantages of ranking / search engine optimization:
no guarantee of excellence
requires much knowledge and time
long implementation period (6 to 10 weeks).
Benefits of Advertising:
rapidly deployable (2-3 days)
'Guarantee' on top (auction).
The disadvantages of Advertising:
higher and uncertain price per click-through
relatively low CTR.

The players, the search engines
Some examples of search engines:
Google
Ilse
MSN Search
Yahoo
Lycos
Alta Vista.
The largest search engines are:
Google (36.8%)
Yahoo (26.6%)
MSN Search (14.5%).

In the Netherlands, Ilse long time by far the largest search engine. Since the launch of Google in 1999, this major search engine through word-of-mouth advertising. Google has no dollar cent spent on advertising. The simple and quick interface of Google Nederland Ilse was better in the first place. Currently there are two search engines and a internetgide really important in terms of share of searches: Google, Ilse and Home. Google now has about 68 percent of the number of searches in the hands.
Worldwide we see a different picture. Yahoo plays a major role. Yahoo has never in the Netherlands ground beneath the feet, because there is no Dutch version of Yahoo country exists. In the U.S., Yahoo gets a market share above 30 percent.
Google has in all countries the largest share of searches, but the advantage over competitors in the USA. Yahoo has in the U.S. a stronger position.
The three components of interest for the position in natural search engine results:
The text component
The indexation component
The popularity component.
These three components determine the position of the web is placed in the search results. The ideal situation is where a website is for all three components, the maximum score would have.
Best practices for the indexation component
-Use multiple navigation structures on the site
-Use text links as first and second navigation structure
-Use as navigation buttons with alternative text
-Use breadcrumb links, so that visitors know where they are on the site and the keyword density to increase
-Place the bottom of each page links to a sitemap and the main headings
-Make sure the text menus are not top of the html code in order to in order to search snippet not come to
-If you use Javascript, keep it simple
-If we use dynamic URLs, make them search engine friendly.
TEXT COMPONENT
Introduction
In this chapter we talk about the text component of search engine marketing. We will see how the text component can optimize by looking at what the audience want. We will also look at the tools that can help and we will also explain the latest trends.
There are several types of forms to the text component to optimize, namely;
Where do the target at?
Trends in Search
Measurements in the text algorithms
Keyword Strategies
How keywords and phrases to be
Keywords in URLs and doomsday position

The text component includes all visible text on the website, without any action required to take.
Search engines depend on the keywords entered. Search engines are not thinking this is a sequence of typed characters. It is therefore important that all possible keywords on the website are applicable in the texts to be processed. In addition you must also take into account that certain words, for example in Belgium otherwise appointed.

Where your audience is looking at?
To find out where the audience is looking for, you can use the strategy to a list of products and services or the site definition.
Suggestions to the list of keywords to include: • Brainstorm • Research current communication expressions
Words and terms that customers use
Ask customers how you or your services will find on the Internet
Create combinations of words in singular and plural, synonyms, abbreviations, spelling and evt. upper
Which search using the current user
What words phrases use staff in the internal search engine
What suggestions, synonyms, and extensions to the tools for online search suggestions?

If the list is complete with keywords and phrases is to check online sources. On www.searchmarketing.nl is a list available. There are several online databases to consult, which stipulates how popular different keywords are.
Trends in Search?
Internet researchers learn more and more searching. If they are in recent years specifically to search. Examination of OneSat show that between April 2003 and February 2004 more people 2 or more words combinations for searches, but not individual words decreased. This must be addressed in the text optimization of the website.
Singular and plural ...
It should also be taken into account singular and plural searches. It is here that whether the search engine uses vote (displaying results based on the strain of the selected keyword). Thus it is known that google.nl Ilse.nl and no vote and apply google.com sometimes. This should therefore be taken into account.
Uppercase and foreign characters ...
Most search engines will ignore capitalization or foreign characters. These are little used by people who search the Internet. In addition, there is another search result occur when using an intermediate dash. It should still fully taken into account.
Stop and filter words ...
Stop and filter words are often over used. Stop Words officially designate the search engine that is pornographic language on the site. This makes the robot distinguish between child and child-friendly sites. Filter Words not save a search and will therefore bring in the search. This is because the words are so general that they will not match and can improve.
Spelling ...
During the search on the Internet are often misspellings in the search, so some advisers to advise them to take in optimizing the search engine. Google recently also suggests the correct spelling of a misspelled keyword. The user need than just the link ... you mean to click the correct misspelled search. Wil you still misspellings include in the body text? Then you can best use a list of keywords and their spelling in the head 'keywords' or' here looking visitors. This will prevent misspelled words in the body text.
Measurements in the text algorithms
Within the text component 3 measurement in the respective algorithms of search engines.
keyword frequency
keyword density
Keyword weight

Keyword Frequency ...

The frequency word says it already This is the number of times a particular word in the text.
Example:
Text with 20 words where 1 times the keyword appears.
Here is the keyword frequency 1 = 1:20 = 5%
Is the word 2 once it is 2:20 = 10%
Per word can you calculate the keyword saturation.
Keyword Weight ...
Keyword weight is the ratio and the position of a keyword and to examine the other words in the text. If the word in front of the text does indicate that more points than the end of the text indicates state. The word gets the most value when it twice in the text are indicated.
Keyword Strategies
There are several strategies to use a web page relevant to certain keywords. As a rule, the more competition, the fewer search terms or the page optimization.
First, it is important to a logical format for the website. It will also need to connect to the perception of the target. A logical layout makes it easy for potential customers to find accurate information quickly. Also, the search engine would recognize the site and will place higher in search results. By theme and sub will be the keywords and terms that follow it can be used. If this is taken out is a natural finding work.
With smart, we can combine with the minimum of words so many keywords and phrases cover.
This will also take into account the plural and singular strategy. There is benefit to this combination as possible to provide such a high result.
You can also take into account anchor text strategy within the domain. Search engines give weight to a page where referenced. An anchor text is visible text can be clicked to another page.
Research has shown that a web visitor may be tempted to certain actions to move this out as is. This is also known as Call to Action strategy. For more value to get the product or service which is there mentioned. This is more and more value.
The location of the text is also very important. Similarly, the keyword weight on the body text of application. A text that first page will have more value for a search than the text that appears at the bottom of the page.
How keywords and phrases to be
From now on we will discuss the water code. This is actually derived from the former Word Perfect. In exactly the same way today's HTML pages.
An HTML page consists of a head and a body part. The title, meta tags and robot-mounted and external css styles and Java scripts in the head. All other in the body.
Tilt-tag ...
The main place to place keywords in the title tag. The title tag is the head of html page. This is top of the browser appears. For the following reasons this is an important position for the search:
Search engines consider the title text as a primary text
The title text will appear as a header text in the search results
The title text will appear as text in the favourites list

Therefore, the choice of the title tag for the page is important. There should also be taken that not too many keywords to come. May only have up to 10 words about life.
Meta-tag ...
Meta tags used to the entry to the search engine results can be affected. Today, this easy to influence that they have lost interest. Most search engines take these tags therefore no longer be in their algorithms. These tags are actually only included one site where little or no body text and mainly contains pictures.

Bold and lists ...
Some search engines give more weight to words that are bold and words in lists.
For pages to make for faster loading. Can you make use of css styles and Java scripts. This is the time of loading a bit longer but it will optimize ease of use. The external placement of the text component will be attached more importance to search engines. This will increase the keyword weight.
Keywords in URLs and doomsday position
Also in url keywords can be processed. Today more and more websites keyword is processed, eg lastminute.nl, geenstijl.nl, etc.
Areas ...
The fact is that keywords in Web page URLs can give a small advantage on sites that do not use. There is no known company may consider to be a keyword in process. Is it an existing company than the company can best be used as domain names. In that case, it is possible for the theme format to use behind the domain name. If the keyword is still in the url.
Some tips for making web page URLs;
Voice the name of the url on the location of the page within the site
Provide a consistent building
No unnecessary url
No use of capital letters, spaces and strange characters.

Subdomains or folders ...
Another strategy might be to use subdomains or folders. Subdomains are individual websites under one domain. A good example is startpagina.nl. This a topic for each new site. Examples include eg karten.startpagina.nl, tuning.startpagina.nl, auto.startpagina.nl, etc. For each topic is a separate page with the latest news on the subject. This is the Internet not long search for his interests.
Advantages:
Sign possible on multiple levels internetgide
A clear outline for the customer
Small advantage by keyword in front of url
Sub domains, you get more than two results for your site in search results.

Disadvantages:
Can be seen as spam and will not be indexed
Separate link popularity it requires more effort
A large site in terms of link popularity scores better than a small sub domain site
If you have any burl is a sub domain, are separate web pages in search results to.

For all this to catch or prevent should be taken into account the following general rules:
The sub domain structure, the user must
Use sub domains for folders and not for any url
Make sure the look and feel of each sub domain is the same
Use important keywords in the sub domains
Use only the links within the sub domains
Provide sufficient external links.

Popularity Component
Overall
To make sure that your website is found important by the search engines and therefore more weight than others in the search results pages, it is important to the popularity of your webpage to increase. This set is determined by the popularity component. There are entrepreneurs who wait until the popularity of their web pages automatically increases. This is only when you are convinced that your good and unique content on your web site. However, it is prudent to actively contributing to the popularity component. This way you take the lift itself in hands.
Popularity Component
The popularity component consists of off page factors. This does not mean that you can not influence.
We can distinguish the following two factors:
Link Popularity
Other popular factors (which you must think of the click-through popularity).
Of these two factors is the link popularity of your website itself influence. The click-through popularity affects you indirectly through good site design and high value content.
Link Popularity
The link popularity, we can compare with votes:
The more votes for the webpage, the higher the popularity
The more influential voices, how popular the site.

The link popularity is generally determined by the number of links to a specific page is available, taking into account a number of factors:
The popularity of the pages the links sites.
The way the links can be placed.
The number of links on the referring page.
The relevance of the referring pages.

Hubs
One way to look at is relevance with hubs in other words nodes. It looks at what the most central sites within a group of websites on a particular topic. Below you see an example of a hub, you'll see what the central site and the many incoming and outgoing links. This site features links in the middle.

Example of a hub:
Google Page Rank
Google was the first search engine that uses link popularity to the weight of a page. They call this the Page Rank, it would be named to one of the founders of Google, Larry Page. According to Google, the assessment of web pages on the uniquely democratic nature of the web by using its fixed link structure as an indicator of an individual page importance. In other words Page Rank indicates that:
A web page through links from another website a voice.
A link from a site which is important considering seriously.
Page Rank your site is important and text on your site the site is relevant.

Effects Page Rank ...
We can conclude the following about Page Rank:
The Page Rank is calculated per page and not per site.
Once a Web page in the Google / index appears, has a Page Rank and it does not matter how big he is.
Links to sites which are not indexed by Google have no Page Rank and can not pass on your webpage.
When you place a link to another web page will be counted as a vote for that other page.
A link to another page reduces own Page Rank of the page, but increases the Page Rank of the page which can be made.
You can check the Page Rank leaks out as you lot out of your site.
You can check the Page Rank of a page in two ways raise increases the number of pages of your site and make sure that links from outside your site to web pages in your site.
The webpage that the incoming link will win the most Page Rank
A good site architecture allows you the Page Rank of the incoming links spread about your site.
A hierarchical structure gives a higher Page Rank for the homepage.
A website where all pages are connected, has a diversified Page Rank.
Equal incoming links, the homepage of a hierarchical site structure slightly higher Page Rank than the home of a strongly linked site.


Page Rank measure with Google Toolbar ...
How do you know what the Page Rank of your web page? You need to have the Google Toolbar in your browser. In order to use the toolbar, you need to know a few things:
Sometimes the gray Page Rank, which means that the correct page from the database could be obtained. This may be different reasons. Often you get the correct value when you click or refresh the page in a new browser window loads.
Sometimes yeast Page Rank to the correct value, a site index page A, but not B page. Can still have a Page Rank value for page B indicate. The Page Rank of page B is guessed by Google. By using different data centers, the Page Rank of a site on one paste otherwise appear in a different place.
A white page with a value of zero is not a criminal, a Page Rank of zero does not mean that the page has been punished or removed from the index. A site may be penalized a Page Rank of zero, but the other is never sure.
The Page Rank is relatively the Page Rank is not an absolute value. And Page Rank of 5 is higher than a Page Rank of 4, but how much higher is not to say. Probably reflects the Google toolbar Page Rank logo rhythmic scale. This means that it is difficult to see your web page to a Page Rank 5 Page Rank 6 Page Rank than 4 to 5.

Two pages with the same Page Rank in the toolbar within a certain range of two very different real have Page Ranks. The higher the Page Rank is, how difficult it is a site at a point in the Toolbar Page Rank increase.
Consequences relevance Page Rank ...
It makes no sense to just collect links to websites;
Links to websites with related content based on category names Internet Guides are very important.

Shooting in internet guides
The inclusion in internet directories is the first thing you should do once your site is online. This can also increase your link popularity. Besides the large main Internet directories are also smaller web directories and link lists where you can log your site. A handy tip is: find nearby:
ask everyone you know to link to your site, or to be given.
ask employees to refer me to your teen link
ask suppliers to link to incorporate
demand industry associations and networks to link to incorporate

Sites that point to your competitor ...
If you find sites that refer to your competitors, they will also tend to refer to your site. Often the sites that their users to useful links on a particular topic to present. Sometimes these are sites that exchange links, called link exchanges or reciprocal link.
In link exchange process is usually referred to the exchange of links without seeing if they match your web site or the site of the link partner. Under reciprocal linking is the process of the manual exchange of links that are important for visitors to both sites and thus contribute to the theme of the site.
Exchange links with other sites ...
For something is often on the Internet. If you have a page with links to your site, you can exchange links with other interested sites. Keep your e-mail asking for the link calls short and friendly. Ideally you write a short personal note, which tells you that you have a link to the site have posted. Then request a link to your site.
Reciprocal links and link directories ...
The value of reciprocal links and link directories is questionable. A commonly held view is that the use of reciprocal links will not be punished, but that incoming links without link back more worth.
In addition, often exchanged links on a page with many links. This is not good for the transfer Page Rank. The total Page Rank is divided over many votes.
Links in frames with my links, link exchange directories, etc. are almost never used by genuine visitors.
Search engines were links on link pages weighed less heavily in their algorithm.
In the future, the importance of these pages ever can be entirely superfluous, because the algorithms all referrals from link pages were omitted in calculating the link popularity.

Links count ...
If you exchange links or buying links, it is very important that you look at these links that search engines can actually count.
Paid links ...
You can choose to link the whole process of managing it. Link Management takes a lot of time. There are specialized companies that can do this for you. Their approach is to perform list to manage link spaces on more than 1000 websites. These services are generally not cheap. You can also buy direct text links. These young way of advertising gives you Page Rank and direct traffic.
Do not buy links to Internet guides without examining how their html link look. No link from a homepage can help to make your link popularity.
Spam and Scams
Introduction
In search engine running so high in the placement to be in search engines. There are a lot of ways. More and more people are trying by means of fraud, spamdexing and 101 other ways to maximize the position. Search engines can or want little to do. This story is about the drawbacks of search engines, the pitfalls in the site design, and click fraud spamdexing.
Disadvantages search engine
As mentioned, there are disadvantages to search engine. There is a difference between pay-per-click advertising (also known as paid search engine) and a marketing focus on the natural placement.
Disadvantages natural placement
-First, the disadvantages of natural placement. Marketing requires knowledge and experience. It is best to an office there to switch, which is a lot of money.
-Another disadvantage is that it takes longer for the first results can be achieved. Remember that a couple hundred other stakeholders also do everything to high in the rankings appear to be. There is therefore a long time for your site over the first 10 results is. But it's the art to also remain.
-That brings us right at the third and largest drawback: Search engines regularly change their criteria for ranking sites. This means that marketing is not a single job, but that a site must be permanently maintained. A very expensive joke so.
-Some sites may contain a lot of money in Search Engine Optimization stop but will not be found by search engines. This depends on the structure of the site. It is an art to designing a site so that the 'search engine friendly', and so easily found. Many sites include a lot of codes, what a nightmare for a search engine. A site is clear as much text and few codes on it. Codes are including Java Scripts, CSS styles and menus. Also flash sites known beautiful intro movies of some sites are hard to find a search engine. It may be the links and text in Flash but difficult index, with the result that the site is untraceable.
If you have a search engine friendly site design, you better not use frames. A site with frames from multiple HTML pages that make up the site. This frames the difficult search engines index.
Disadvantages Pay-per-click structure
As the marketing focus on natural placement is so difficult and prolonged, you could choose a pay-per-click structure. You determine the range, and can use a small budget, the effectiveness test, in contrast to the marketing directed at natural place information.
-But in this construction are drawbacks. It again requires a lot of knowledge to the pay-per-click ads need to use. Without this knowledge, you pay too soon.
-Another disadvantage of this arrangement is that you can not quickly reach the higher-paid results. As long as you continue to pay and the results are also higher, keep you there always are.
-You can also hounded in a battle for the highest bid, with the result that a very high price to pay per click or you will disappear from the results list.
The price per click varies greatly, but there is a trend where the cost per click will increase. This is obviously because search engines are increasingly visited. If prices continue to rise, the question is whether the pay-per-click structure is still viable.
The paid-search engine has another drawback: there is less on paid results clicked. Research has shown that only eight times less on a sponsoring result is clicked on a result from the natural placement. Surfers seem to have naturally a kind of censure against sponsored results, which is not in favour of your site.
-The last disadvantage brings us right to the next topic: the click fraud.
Click fraud
Cyber criminals are handed use of the pay-per-click structure. The advertisers pay search engines for clicks on their links, which the search is distributed on the sites. Part of the money they get the search engines divide said about the website owners of those sites. A smart design,

but not waterproof. The numbers of clicks are artificially increased, also known click fraud said.
Interested
Who benefits from massive to clicking on ads? The most number of clicks come from companies that switched to a site high position. The number of clicks an ad to drastically increase the ad off, with the result that the website that the company has leased a better ad position. Also web company's would use this fraudulent trick.

New developments
Thousands of times clicking on an ad is now outdated. Researchers have discovered a way that it is even easier. Through the so-called 'zombie computers' can an attacker on certain' keywords' search, so the click-through rate is so high that the ad is automatically disabled.
Click fraud The place is massive: a fifth of all clicks on the Internet would now come from cyber criminals who click trick. Altogether, the fraud over one billion dollars on an annual basis. That is more than the loss due to credit card fraud in the U.S..
Solutions
While click fraud also negative impact on reliability of search engines, said washing hands in innocence itself. Search engines say relatively little to the click fraud to do so, while the search engines themselves the only party that could click fraud combat. One solution might be to IP addresses to be filtered to show their ads. Another solution is to site owners to provide resources to click fraud beings. Users to click over to block it will be said to know who click on the ads, and to do so have said the ad code, and that is exactly what the gene is not Google.
Spamdexing
Another form of fraud in search engines is spamdexing. Under spamdexing we all techniques employed to search engines to mislead as to the top of the search results. There is still much work to spamdexing because it often pays off. But it remains a dangerous undertaking, because if your website once caught, the penalties are mild. Search engines can give you a punishment, or eliminate from your search results.
Keyword Spam
There are several types spamdexing. Keyword Spam is the oldest. With a lot of keywords can be extracted tricks. A form of spam is the order when someone has a site with syrup waffles and a popular search as Jennifer Lopez promotes. The popular search terms in the meta tags, where the reader does not. The frequent repetition of a search is under spam.
Hidden text
Often tried to search on the wrong leg, by using hidden text. You can hide in the search form tag, NOFRAMES-tag and the no script tag of your site. There are also some text on a site with the same colour as the background colour. This is often betrayed by the reader of the site can select the text. Texts with the same colour as the background are also seen as spam. A known spam trick is to hide keywords in the fold. The fold is the point where you must scroll down. If under the fold to the search query are deceiving, that is regarded as spam.
Link Spam
About the popularities component had just l. This component is increasingly important for the ranking of results. The more links the site contains, the higher the site is the natural placement in search engines. Links that are not available to users are seen as spamdexing. These links are used for search engines to attract and if placed too high, while links that are used to pass on to refer to other sites.
You can link to the following steps:
Links give the same style as the regular text, making them non-underlined and in colour appear as ordinary text.
Links in the hide of a sentence.
Links hide transparent images.
Links hide invisible layers.
Hundreds of links hidden in the hotspots of a very small picture.
Cloaking
Spamdexing has developed in recent times. There is a combination between the link spam, aimed at popularities component, and keyword spam, addressed to the text component. It has developed the ultimate form of spamdexing called Cloaking. You install a script on your site that you show site by a search engine or by a visitor visits on the basis of an IP address. The real, the visitor-friendly site visitors to see, and the search engine, the search engine-friendly site to see. The scripts can even adapt to search engines Google or Ilse, adapted to the criteria of the search engines. Visitors can often, in contrast to search engines, or see if a site gecloaked or not. If a title in the search engine is different than the site itself, there is often question of cloaking. Cloaking is therefore a hazardous undertaking. A competitor has all the benefits to your website to search for spamdexing. This has resulted in your site convicted and the site of the competitor is a place to move over.

Search engine marketing the future
Development of large players
The two major challenges for the search engine providers are currently:
Search other types of files
intuitive search

Search other types of files ...
Google currently has the largest search database, with 4 billion indexed web pages, yet covers the web indexed by them only a small part of the entire Web. The biggest part is invisible to search engines.
Microsoft is currently working hard on a WinFs-'methode. WinFS file system is a future that is being developed by Microsoft for use on the Windows operating system. The name would actually mean "Windows Future Storage," but now "Windows File System. It is an extension of NTFS.
Microsoft announced WinFS originally as part of Windows Longhorn (when the code name for Windows Vista). In August 2004, however, was clear that Microsoft Longhorn in 2006 could only release WinFS if only in beta stage, are, with a full update at a later date. Currently it seems that Microsoft only in 2008 it finished. On August 29, 2005's, to everyone's surprise, however, a Beta 1 version of WinFS.
The system is a combination of Microsoft SQL Server 2005 named Yukon, and the underlying NTFS file system. It gives the possibility to get data both in a traditional file-based APIs and a new object-based approach that can be searched on the basis of metadata.
The promise of WinFS is that this search engine all types of files, including those on the hard drives of computers, in milliseconds are to be searched. The solution of the indexation of the 'invisible web'?
Google recently came with a beta version of their Desktop Search. Allows you to Google's famous quickly search your entire computer.
Besides throwing the big players on intuitive search. A search engine that is aware of all your personal preferences is on the horizon. This search gives you information before you are looking for, and without that you know exactly what you want. A9, the new search Amazon, seems to be a foretaste of. And Google, Microsoft and Yahoo! work behind the scenes to their solutions. www.a9.com
Trends
From these two developments, we can a number of trends. The motto 'Think Global, act local "of the environmental movement seems to go for search engines. Already it is possible to Overture and Google ads in a particular postcode area show. Through the global network in the future you can always improve local services and products. Search engines try using IP addresses or otherwise locate where we are, for example, plumbers in a radius of 10km can be shown. A simple way is typing your zip code for your location to take in the search.
Personified search ...
Search personified the future. Everyone is unique, has different preferences and wants to find his own way. The aforementioned search engine a9.com of Amazon, which was launched in September 2004, could remember when you last visited a search result. You can customize the interface to all your needs. You can choose which sources are included in your search, such as Google, Amazon books and even your own favourites.
Clustered search ...
Another trend is clustered search. This is a new meta-search engine Vivisimo, www.clusty.com called, helps you find your search results clustered to offer. If you search for cheese, you see directly in the left column a clustered group of results with the title Patricia Kaas. It is a French chanson singer. Only on the page you will find clusters of edible cheese. These results therefore give a quick overview of the types of websites in search results. You can also customize the tab indicate the sources used for the Clusty search results.
Enrichment search ...
It is expected that results will be enriched with small samples of the website in the form of small screen dumps of the site or, for example, MP3 audio clips directly retrievable. Recently, Google introduced the search to UPS and FedEx packages, display maps of Dutch municipalities and departures for the public.
Integrated search ...
Currently you have to search three steps:
1. open the web browser
2. you go to a search engine
3. you perform the search
The integration would be several steps shorten, if not totally disappear:
1. open browser
2. performs the search in the toolbar
Microsoft is working on a system via outlook to search. The method is called Implicitly Query. While your computer, the program in the holes or something you might want to search on the job where you currently are working. Suppose you type an e-mail to a colleague about web stats. The program will then ask you if you want more information. He will keep the information you're looking at and what your interests are. The office icon company will get to search avatar, you will provide asset information.
Indeed there is already a beta version which can: Blinkx. You can download a beta version at www.blinkx.com.
Wireless search ..
With all the hotspots and UMTS connections who are to come, will also make wireless look increasingly to be used. You can from your PDA in a foreign city that one nice small restaurant find. The satellite knows exactly where you are and you will search through the navigation leyden to the place of destination. Again there is the possibility to search personified.
Stay informed
You need the developments closely. Only if you remain flexible to deal with the changing search landscape can be the future of this market trying to predict. Only then will the search engine marketing lasting benefits for your internet mean.