This contain basic concept of internet marketing

1. Introduction to internet marketing
Yashobanta Bai

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What is Internet Marketing ?
Internet Marketing(Online Marketing or Web Marketing ) as the name itself addressing , a way to market
your product or service on the internet .
Why Internet Marketing is so important ?
In this modern era every body wants a presence in the web it may be a school , college ,hotel or most likely
2014 election etc. ,because to be accessible any where at any time by any body. So more and more people
getting their information’s and other requirements form the internet . Because every body use internet to do
their daily activities , So it make sense for businesses to use internet as a marketing tools.
Advantages of Internet Marketing
 Internet Marketing is inexpensive when examining the ratio of cost to the reach of the target
audience .
 Can cover a wide audience
Limitations of Internet Marketing
Everything done here virtually ,so touch ,smell ,test and try on facilities are not available .
Internet Marketing
Internet marketing or online marketing refers to marketing that uses the Internet to
deliver promotional marketing messages to consumers. It includes email marketing, search engine
marketing, social media marketing and others.
Search Engine Optimization(SEO):
SEO can be define as the activity of optimizing web pages or whole site in order to make them more
search engine friendly thus getting higher positions in search results .
SEO as defined by Wikipedia is , Search engine optimization (SEO) is the process of affecting the visibility
of a website or a web page in a search engine's "natural" or un-paid ("organic") search results.
Search Engine Marketing(SEM):
SEO is considered a subset of SEM services. SEM uses the search engines to advertise your website or
business to Internet customers and send a more targeted traffic to your Web site.
For example, when people use a search engine to query " hotels in pune", the organic search engine results is
where SEO technologies can assist your Web site in being more visible. The paid advertising, or sponsored
links are the ones prominently displayed above or beside the organic search results is a product of SEM.
Social Media Optimization (SMO) :
Social media optimization (SMO) refers to the creation of online content that is likely to be shared through
social networks such as facebook ,twitter ,youtube etc.
For an example when you access your facebook account ,you found some brand information of
Myntra.com or yep.com that is nothing but the result of SMO technique .

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What are Search Engines ?
A web search engine is a tool that allows people to find information’s on the world wide web, for an
example Google ,Bing ,Yahoo etc.
Suppose some body want a hotel in pune , so open the search engine like Google just type like hotels in pune
,in a fraction of seconds it shows a list of hotels available in pune.
Search Engine Impact
(source : internet )
https://www.comscore.com/Insights/Press_Releases/2013/8/comScore_Releases_July_2013_US_Search_En
gine_Rankings
SEO
SEM
SEM

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How Search Engine Works ?
Assume you are reading a book and want to find references to a specific word in the book . What do u do ?
You turn the pages to the end and look in the index , you will then locate the word in the index , find the
page number mentioned there and flip to the corresponding pages .Search engines also works exactly in a
same way .
There are four main components to a search engine which will affect the results of your search,
1) The Webcrawler
Web search engines work by storing information about many web pages , which they retrieve from the web
pages . These pages are retrieved by a web crawler also known as a spider ,an automated web browser which
follows every link on the site.
Some web administrators may choose to exclude their pages from search engines because they are internal
pages or Intranets by using a special file know as robots.txt .
Variable features which can affect your search results include:
− Included pages
Most search engines will find information by beginning at one page and then following all of the links on
that page. It will then follow all of the links on these new pages, and so on. Therefore, if a page is not linked
to from another page, it may never be found by a search engine. Authors can include unlinked pages in a
search engine by submitting them to each specific search engine.
− Documents types
Different search engines will search different document types. All will search HTML documents, but some
will also search PDF, PowerPoint, Word, Excel, and more.

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− Frequency of crawling
An important part of a web crawler is how frequently it retrieves information from pages. Some sites it will
visit more often than others.
2) Indexing
All of the information that a web crawler retrieves is stored in a indexing database. The search engine’s
database is what you are actually searching .
Variable features which can affect your search results include:
- Size of the database
Some search engines will have extremely large databases for you to search, while others will have
comparatively small ones . A small database is not necessarily worse, however, since it may offer more
focused and higher quality results than a larger database.
− Freshness of the database
The freshness of the database is a direct result of how frequently the web crawler retrieves new information.
If the information in the database is fairly old, then your search results will suffer.
3) Search algorithm
Each search engine interprets the terms you enter into the search box in different ways , depending upon the
internal search algorithm it use .
4) The Ranking algorithm
How a search engine ranks the results of your search is possibly the most important component of a search
engine . Most searches will retrieve thousands of results. Since you probably will only look
through the first 1-2 pages of results, you need the most relevant results to appear first.
SEO tips for web developer :
 Create unique title for every page
Title should be short, descriptive, meaningful, contains keywords and relevant to content of the page.
 Use description and keywords meta tags
 Avoid duplicate content
 Use <strong>, <h1>, <h2>, <h3>
 Do use the "alt" property for images
 Use Url redirection
You may some times move a page from one site to other or complete web site to other domain.
Common example is, if you upgrade web site created in classic html or asp to other technology like
ASP.NET you need to change file extensions from .html or .asp to .aspx. If some visitor comes to your
old link from search engine or directly, he or she should be redirected to new url.

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There are two possible redirections:
1. Temporary redirection, returns message "302 Found". This redirection should be used only when
necessary, very rarely for search engines optimization.
2. Permanent redirection, message returned is "301 Moved Permanently". This redirection tells spiders
that page or site is moved to another url. It is used in SEO to transfer link popularity to new address.
 SEO Friendly URLs by using Url Rewriting
Search engine don't like query strings parameters in urls. If you are getting some data from database, it
is common to use query string like showDetails.aspx?id=101 also known as dynamic url. Although this
url looks logical from programmer's perspective it is not user friendly and is usually not ranked well on
search engines. So, instead of showDetails.aspx?id=101 should be something like / showDetails also
know as static url. Url that contains keywords is easier to read by human visitors and is better ranked on
search engines. This can be achieved by using Url rewriting technique .