Basic concepts of Search engine optimization

SEO (search engine optimization) - will comprise measures aiming at improving the position of a web page in the index of search engines such as Google, Yahoo, MSN, Ask.

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The position of dominance in the U.S. search market, according to studies Hitwise, announced that Google accounted for 72.39 percent of all U.S. searches conducted in the four weeks ending April 25, 2009. Search engine optimization for Google is an important element of your marketing campaigns. Recipient of SEO campaign will not perceive it as advertisements.

Graph the popularity of search engines

Percentage of U.S. clicks by number of keywords

• One word - 20.37%
• Two words - 22.95%
• Three words - 21.84%
• Four words - 15.04%
• Five words - 8.78%
• Six words - 4.76%
• Seven words - 2.58%
• Eight or more words - 3.68%

Note: Data is based on four-week rolling periods (ending April 25, 2009; March 28, 2009; and April 26, 2008) from the Hitwise sample of 10 million U.S. Internet users.

SERP (Search Engine Results Page) - web page displays a list of addresses found by a search engine; includes pages automatically indexed by the search engine, addresses manually entered in the index, and the addresses from the database address paid by advertisers (sponsored links). SERP is usually used in relation to the first page of results, when you type keywords. Displaying the site on the SERP is tantamount to seizure of items 1 - 10.

PageRank - mathematical algorithm is a trademark of Google Inc., calculated on the basis of which the validity of hits for each query pages as well as the effect of the numerical algorithm. PageRank is Google's biggest mystery, PageRank is a scoring range: 0 to 10. If higher the PageRank it better the chances of high positions in search engine.

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Among the well-known general and fundamental factors affecting the value of PageRank are:

• age domain,
• domain name,
• proper construction of a website (SEO architecture),
• number of links to pages (important for the web site it the appropriate links with a high PageRank),
• quality content (duplicate content has a negative effect),
• up-to-date information,
• page size in bytes (large files require more time to load),
• page load time (the time, affects the availability),
• speed data transmission (low-performance server, even with a well-built website, Google may considered that a web site is not important enough).

Factors that may weaken the PageRank:

• quantity of links (too many links created in a short time),
• lack of access to the page
• links from sites like: porns, xxx, adult,
• inappropriate descriptions the web page
• links from pages that have been banned by the search engine robot,
• errors on the page (HTML & CSS is not correctly)
• page with a high content of data (page, which contains more than 300 KB of data)
• errors in links.

A properly constructed web site, appropriate action and PageRank value can increase by 1 during the first year of SEO. Values greater than PR5 usually require several years of systematic SEO, but allow you to acquire top positions in search engines.

Simplified diagram of the algorithm PageRank

Organic CPC - relate to the determination of traffic from search engines for the keywords.
Organic - means traffic from the web page with the results (free).

Selection and the search engine optimization of domain

Due to the difficulty in gaining points PageRank and the necessity to avoid similar contents in Search engine optimization a single domain for web site is a necessity. If this is possible is for Search Engine Optimization, should be used a global domain ".com"

There are no contraindications for redirecting multiple domains to the same page, using appropriate redirects, notifying Google is possible to connect multiple domains to one website without any negative consequences.

Activity of search engine optimization

The basic range of activities, focuses on Search Engine Optimization for selected keywords include:

• optimize the text, the contents of web pages,
• monitor traffic of web sites,
• global emission of AdWords campaign,
• regional emission AdWords campaigns (eg advertising shown only in San Diego or the selected area),
• optimizing the rate, location and content of your AdWords campaign,
• creating the web links (private web pages, web directories, forums, blogs, etc.),
• optimize content links,
• generate monthly reports AdWords campaign,
• generate monthly reports the traffic selected the keywords.

Area of search engine optimization activity

Equivalents of the keywords can be, positioned around the world in selected countries or locally with emphasis on selected the locations. In the case of AdWords campaigns, broadcast locally targeted ads, significantly lowers the cost of campaign.

Example: The campaign displays the keywords: "Web sites San Diego" or "Web sites" (shown only to visitors from San Diego) will be much cheaper than a campaign for keyword: "Web sites" broadcast in throughout the state of California (all locations including San Diego).