Chapter 1

The top search engines of today are: Google, Yahoo!, Bing, and Ask. These sights are the most used to search information online. These search engines rank webpages so they can appear in their search directory. Search engines rank pages in two way, Crawler Based Search Engines and Human Based Powered Directories.

Crawler based search engines use a crawler to search a webpage for information that people would search. The crawler can detect when you change things in your website, and will list them accordingly. Each crawler based search engine is made up of 3 things.

1. Crawler or Spider
2. Index
3. Search Engine Software

As I said earlier, these crawlers or spiders search the webpage for information and upload them to an index to be accepted by the Search engine software. There are so many factors that go into ranking a webpage that I will not be able to explain them all, rather I will list them below.

ON PAGE FACTORS

1. Location of Keywords
2. Frequency

OFF PAGE FACTORS

1. Link Analysis
2. Link Popularity
3. Date of Article Published
4. Length
5. Proximity of Query Terms
6. Proper Nouns

Search Engine Spam is an unethical tactic of optimizing the a website to rank it high in a search. These tactics are used to trick a search engines into giving higher ranking to websites that don't necessarily belong there. Many search engines penalize websites that use spam. There many different ways that someone can use spam to get higher rankings.

1. Search Engine Spam Examples
   
2. Keywords unrelated to site
3. Redirects
4. Keyword Stuffing
5. Mirror/Duplicate content
6. Tiny Text
7. Doorway Pages
8. Link Farms
9. Cloaking
10. Keyword Stacking
11. Gibberish
12. Hidden Text
13. Domain Spam
14. Hidden Links
15. Mini/ Micro-Sites
16. Page Swapping (Bait & Switch)
17. Typo Spam  and Cyber Squatting

CREATING REMARKABLE CONTENT

What is Content? Content is the message that you are trying to express to your visitors. These messages are better obtained by delivering through Space and Attention. Internet has made space almost unlimited, which makes attention the hardest part of attracting customers. It is a large battle for attention in inbound marketing and online marketing all together. The power recently has switched over to the customer, rather then the sales person. A sales person was where everyone would get their specific information on any content, but now each consumer can do the research by themselves. It has become hard to influence these consumers to purchase products, but now we must learn to focus on content.



It is important to note that we are in the converting stage, in which we convert our visitors into leads. We need remarkable content, which is a product that is there to solve the problem rather than just a products sales. You must think of way to help the buyers rather than pushing a product on those buyers. We must first know the problem that our buyers are having in order to help. There are two Keys in creating remarkable content which are Buyer Persona, and where they are in the Buyer's Journey.

Campaigns for DAYS!

When creating a campaign on Google you should be careful. Sometimes people create campaigns but do not realize how much money they are spending. Google won't tell you if you are spending too much money, Why would they? They tend to not tell you when your Ad words are not working, or if your Adwords are working too well. All of this information you must find out by yourself.



Also another big issue is the end date to a campaign. Google makes it increasingly hard to get to the settings to set an end date to your campaign. If you don't check your campaigns frequently they can become ineffective or even costly. Setting an end date may be one of the most financially important aspects of a campaign because Google will let you run a campaign as long as you have an account.

Keywords King

Google Analytics is important in Search Engine Optimization. With this tool, you can track the words you have used in order to see if the words are specific enough to your content. For example, if i wanted to start a campaign on selling footballs I would you words like "Football" or "Cheap Footballs". These words would have a high traffic content but that might not be the best thing. If a words has too high of a traffic content then you have to realize if they are searching for what you are selling.

For example, "Football" is a vague search word because it is also the sport. People may be generally searching football but not want to purchase a football. This will  make the traffic on this word high but it won't be optimized to your search. The traffic ranges from High to Low and can give you some insight on whether your words you chose are helping to sell your products.