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Friday, July 27, 2007

How Search Engines Operate??

Search engines have a short list of critical operations that allows them to provide relevant web results when searchers use their system to find information.

  1. Crawling the Web
    Search engines run automated programs, called "bots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages and documents that make up the World Wide Web. Estimates are that of the approximately 20 billion existing pages, search engines have crawled between 8 and 10 billion.
  2. Indexing Documents
    Once a page has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index". This index needs to be tightly managed so that requests which must search and sort billions of documents can be completed in fractions of a second.
  3. Processing Queries
    When a request for information comes into the search engine (hundreds of millions do each day), the engine retrieves from its index all the document that match the query. A match is determined if the terms or phrase is found on the page in the manner specified by the user. For example, a search for car and driver magazine at Google returns 8.25 million results, but a search for the same phrase in quotes ("car and driver magazine") returns only 166 thousand results. In the first system, commonly called "Findall" mode, Google returned all documents which had the terms "car", "driver", and "magazine" (they ignore the term "and" because it's not useful to narrowing the results), while in the second search, only those pages with the exact phrase "car and driver magazine" were returned. Other advanced operators (Google has a list of 11) can change which results a search engine will consider a match for a given query.
  4. Ranking Results
    Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query. They sort these on the results pages in order from most relevant to least so that users can make a choice about which to select.

Although a search engine's operations are not particularly lengthy, systems like Google, Yahoo!, AskJeeves, and MSN are among the most complex, processing-intensive computers in the world, managing millions of calculations each second and funneling demands for information to an enormous group of users.

Reference By-SEOmoz

Thursday, July 26, 2007

Negative Keywords-Unethical way of Optimization

One of the prominent problem faced in the arena of Pay Per Click Search Engine Marketing is how the junk traffic can be avoided . And the term Junk Traffic has a direct relationship with keyword bringing traffic. The Keywords can be Negative or Positive keywords

Negative keywords are those which are totally irrelevant to the website you are promoting . Negative Keywords are used in keyword advertising to prevent ads from being shown when the search terms contain the negative keywords . For example the keyword “FREE” has a lot of traffic but if you are not giving anything for free then it is an absolute disaster to your website as it will attract Junk Traffic .The conversion of visitors into business leads would be very low and the cost would be tremendously high .

But still some sites do promotion on the negative keywords just to attract traffic this is called negative keyword promotion or optimizing negative keyword . Negative keyword promotion has some advantages like , in case if some spelling error occurs while inserting a search term. For example a site name is www.oleklezbezone.com , a user can easily commit a mistake while writing the site address as a result an unwanted result generated on the the search engines due to which a relevant customer will not be able to get to you . Now the concept of optimizing on the negative keywords comes. If the optimization has been done on the positive as well as the negative keywords the problem can be solved .

It's essential that the negative keywords are not used in excess as it can result in a very limited advertising audience. But not using any negative keyword at all may result in a meager number of users interested in your business and service . One should always consider negative keywords while framing a successful keyword list and keep a close eye on the combination of the two so that a feasible option can be thought out . Thoughtfully chosen negative keywords can help in lowering the wasted clicks and hence better results . A well-targeted keyword list can be the cause of lower advertising costs and leads generating clicks .

The point is we can search for this kind of errors which are very repetitive and worth bidding on and promote the site on that keyword too.

Effective Keyword Research - Tips and Suggestions

Keyword Research is the process of identifying the most important business terms and key phrases. It is the one of the initial steps while chalking out an SEO/SEM campaign plan for a website.

An effective keyword research process is considered as the first step to a successful SEO campaign as it governs the revenue as well as the investment, thus being a major factor affecting the ROI.

Keyword Research requires a number of factors be considered including the business model and the demographics of the target audience.

For instance:
If you are a Ford Dealer in London, a good keyword may be “Ford Dealers London” or “Ford Car Dealers London”.

Some of the commonly used tools for keyword research include Overture Inventory, Google Keyword Tool (a.k.a. Google Suggest) and Word Tracker. These tools help you study the search pattern for a set of key phrases and help in opting for the right keywords.

Although it can be tempting to choose the most traffic attracting key phrases, however, due care needs to be paid to ensure that the keywords are relevant to the business model and pose a realistically achievable target.

A good strategy might be to divide the SEM/SEO campaign into phases and iteratively perform keyword research before the start of each phase.

Finally, it might be a good idea to hire a keyword research expert or an expert SEO/SEM consultant to help with the keyword research for your website.

Search Engine Optimization Basics

Search Engine Optimization (SEO) has been defined as a subset of Search Engine Marketing (SEM). SEO is a technique to enhance the organic search engine rankings and increase the online visitors for a website by incorporating various changes on and off the website.

SEO is an amalgamation of a number of activities. For a successful SEO campaign, some of the important activities are:

1. Targeted Keyword Research
Keywords form the backbone of any SEO campaign. A successful SEO campaign needs the right keyword selection satisfying the business model and objectives. Keyword research may be performed using various tools like Google Suggest, Overture Keyword Suggestion, Word Tracker amongst others.

2. Competitor Analysis
Competitor analysis includes studying various competitors' websites and analyzing the strategies used by them to optimize their websites. This study includes the analysis of their target keywords, role business model and optimization strategies used by your business competitors.

3. On Page Optimization
On page optimization has the highest tangible value amongst various SEO activities. The website pages are tweaked and optimized for better search engine rankings. Some of the important on page optimization activities include meta tags revision, use of heading tags (h1/h2), image optimization (including size reduction and addition of alternative text), file renaming and optimizing the over all website architecture.

4. Off Page Optimization
Inbound links from thematically similar websites result in a high Google Page Rank making it favorable for search engines.

5. Technical Optimization
There are many technical factors that command consideration to help boost the search engine rankings for a website. Some of these factors include canonical indexing, custom error pages amongst others.

The aforementioned are only a few of the activities that lead to a successful SEO campaign. High rankings and traffic is an outcome of a blend of various Search Engine Optimization activities performed continuously over time. These further yield a higher ROI than most marketing activities that exist.

For More Information click on Kneoteric