Search Engine Marketing Presentation by Jon Payne President, Ephricon Web Marketing What is Search Engine Marketing? How Do Search Engines Work? How Can My Business Get High Rankings? Ephricon Web Marketing
Def: An internet-based tool that searches an index of documents for a particular term, phrase or text specified by the user. Commonly used to refer to large web-based search engines that search through billions of pages on the internet.
Different than a Directory
Spider, Indexer, Database, Algorithm
Find matching documents and display them according to relevance
Frequent updates to documents searched and ranking algorithm
Strive to produce “better”, more relevant results than competitors
Ephricon Web Marketing
What is a Search Engine? (2/2) Ephricon Web Marketing
What Search Engines Are the Most Popular? Figures below show what percentage of US internet users accessed the corresponding sites at least once during a given month. Counts only search-specific visits. ( Nielsen// NetRatings – June 2004)
Black Hat SEO – refers to various “tricks of the trade” that are often questioned as “ethical” by some SEOs. Typically refers to a tactic intended to misrepresent a website by displaying different information to the search engine versus the user. >> hidden text, redirects, etc.
“ Ethical SEO” – refers to methods used to improve rankings while still presenting the same information to both users and search engines.
Link Farms – sites/pages that may have thousands of links, often to unrelated sites. Typically they provide these links in exchange for links to their site in an attempt to improve their rankings. Reciprocal linking is common and generally accepted when not excessive and an attempt is made to provide value to the site visitor.
Google Bombing – establishing links with certain anchor text in order to achieve a high ranking for that term. Again, this becomes questionable when an attempt is made to misrepresent the website. ( Miserable Failure example)