Mandira Banerjea, Staff Writer
Web marketing strategies improve volume and quality of web traffic through organic or algorithm search results and is one of the most effective and speedy methods of on-line business promotion. This approach is quite different from search engine marketing that deals in paid hits. Normally the higher the website’s search engine ranking the greater is the number of visitors it would receive from the search engine. SEO targets a variety of searches that are inclusive of image search, local search as well as industry specific search. This type of optimization results in a dynamic web presence.
Web marketing strategies determine how search engines work and cover all the major aspects that web visitors are searching for during surfing. Identifying these objectives result in top search engine placement. For optimizing a website’s presence in search engines it is necessary to edit the web content and HTML along with associated coding. These steps on implementation increase the relevance of specific keywords and remove barriers to the indexing activities of search engine, as effective SEO requires changes to the HTML source code of any website. It is advisable to incorporate SEO techniques during website design and development. Web marketing strategies ensure top search engine positioning.
Industry analyst Danny Sullivan coined the phrase “SEO” that came into use in 1997. During the early years of its use the search algorithms depended on keyword, Meta tag or index files. Meta tag acted as a guide to a page’s web content. However, such usage of Meta data to index pages was not too reliable as the Meta tag keyword often did not portray the site’s actual content. To ensure better results to users, web marketing strategies showed the most relevant search results through complex ranking algorithms. By 2004, Google ranked its websites by using over 200 different signals. In the year 2005 personalized search results for each user was introduced by Google. The leading search engines, like Google and Yahoo, make use of crawlers to identify web pages during algorithm search results. Search engine crawlers make use of different factors when crawling sites. Other methods are also employed to display web pages in search results like a cross link, URL normalization of web pages, writing relevant content that includes frequently searched keyword phrases.
To design best optimized websites the following guidelines are suggested:
- Title of each listing is 30 characters or fewer including spaces.
- A description is prepared for each listing that is 100 characters or fewer including spaces.
- Reviewing keyword tips and guidelines provided by the search engines prior to completing keyword selection.
- Using Word Tracker Keyword suggestion Tool for determining general search popularity of the client’s keyword term.
Web marketing strategies are employed by all leading search engines for targeting niche markets and ensure that a client’s web pages are accessible by all leading search engines. These techniques are classified as recommended guidelines offering good designs while some SEO techniques are not supported by search engines. They have been widely classified as “white hat SEO” and “black hat SEO”. “White hats” tend to produce long lasting results while the ‘black hat” techniques are practiced by devious SEO practitioners.