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Search Engine Management is the management of Search Engine services used to maximize visitors to your website, and secondly the conversion of visitors to perform your desired "call to action". Call to action can be the purchase of a service or product, signing up to a membership or newsletter, or any other desired "call to action".
Attacting visitors to your website falls within two categories;
Free organic search, natural ranking
Paid Advertisement, PPC (Pay Per Click)
Paid Advertisement
Paid advertisement can consist of advertising online (internet) and off line such as news paper and other traditional methods. Online advertisement consists of placement ads and PPC (price per click). The cost of placement ads are usually based on the number of times it is displayed on a page (cost per thousand, CPC). Alternatively, and made more popular by Google is charging by the number of times the ad is selected (price per click, PPC). pricing info
Organic Search
Natural Ranking is the ranking that results from when a user enters a key word or key word phase that results in a list of websites from a Search Engine. The goal is to be ranked number one, or at least on the first page (within the top 10). Unfortunately, the total list can include thousands, hundreds of thousands, or even millions of websites. To be ranked within the top 10 ten is almost impossible for a new site and far beyond the reach of most websites that have never been ranked within the top 100. People have made careers on trying to understand the techniques used by Search Engines to rank websites in an effort to maximize the chances of increasing the ranking of a website with the top 1, 2, 3 or 10, for the top Search Engines. This is called Search Engine Optimization, SEO.
Search Engines have one major goal; provide the most relevant websites based on the keywords entered. Unfortunately, the criteria used to determine the relevance can be faked in such a way, that a less relevant website can be designed to outwit a search engine to gain higher ranking. To prevent this, Search Engines have tried to use criteria not easily faked by a website. In addition, to make it more difficult to outwit the search engine, they do not rely on only a few criteria. Google for example, states they use more then 200 different factors, but for every criteria, SEO experts try to devise work-arounds to increase their ranking.
Some of the more important factors that effect organic search engine ranking is:
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Website machanics, such as layout, word density, keyword titles, alt text, and more....
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