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The benefits of search engine marketing
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Publish-date-icon September 30, 2012
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EPISODE DESCRIPTION

The process of getting web sites to the top of the search engines like Yahoo and Google for organic listings is called SEO. The benefit of this is very much dependent on your sector but in practically all cases, there's a considerable amount of money to be earned by ranking at the top for particular search terms.

Search engine optimisation is where you modify sites so that they're search engine friendly and to optimise them to ensure they fulfil most of the ranking factors applied by the top search engines. Since the ranking algorithms used by the search engines alter frequently, the SEO process has to also alter if you are to stay successful. The search engine optimisation fundamentals though mainly stay the same.

Among the main factors of search engine optimisation is relevance. Delivering relevant sites to user’s searches is crucial to search engines and consequently for anyone who is to rank well in the search engines; your web site has to include your keywords and phrases. This does not mean filling your web page content full of keyword phrases but it does mean having them in the page content. Although images look great, you will need text to rank your website.

Certain web page elements have a higher weighting than the main body like the web page title and special text. Special text is words that have been italicised. This is because they are specifically made to stick out to the user and therefore are considered to be far more important.

On site search engine optimisation is very important but it is easily manipulated and thus search engines have to look for other factors. This is where off-page http://www.marketinggrin.com/search-engine-optimisation comes in. off-page SEO is the building of inbound links to a web site. This is generally called link building. Links count as votes; the more links, the chances are the better the web site ranks. Back links from related, authority websites count a lot more than low quality, irrelevant websites.

You'll find a number of different types of linking techniques including directory submissions, social bookmarks and article submissions to name one or two.

The top search engine is the one that gives the best search results to user’s search queries. To achieve this, they have to rank web sites depending on relevance and not on which web site is optimised the best. Consequently, there is a constant fight between SEOs and the search engines with the search engines constantly modifying their algorithm. To ensure that you stay below the radar as it were, you will need to ensure that your site looks natural and has a natural link profile.

When creating inbound links, you need to vary the anchor text. The anchor-text is the words within the back link. http://www.marketinggrin.com/search-engine-optimisation as they're deemed to have the highest relevancy, having said that if all your links have exact match anchor text, it looks unnatural and may look like you are trying to manipulate the search rankings. A natural back link profile will have a large number of branded back links as most people who link to you will use your business name. Also people who link to your website are unlikely to use exact match anchor text and for that reason you will need to build partial match anchors as well as exact match anchor text.

Begin creating sales leads through your website with search engine optimisation.

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