SEO School And Internet Marketing School

Internet Marketing And Search Engine Optimization School

When it comes to developing your business, and building a quality online presence, there are some things to consider from an SEO and Internet marketing standpoint in order to maximize your return on investment of time, money, and resources. Let’s start off by answering the following question:

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What are the advantages and disadvantages to implementing business 2 business or consumer keywords and keyword phrases in the website that are seldom used?

There are two online schools of thought here. One SEO school says that the keywords selected to be used throughout the website should be the least competitive keywords and misspellings included, so it is much more likely to be found in the search results. The other SEO school says to develop the natural keywords throughout the website along with logical variations of keyword phrases including plural uses of the keyword and various tenses using proper writing syntax and grammar.

If we follow the first SEO school, a website may start showing up in the top results for very seldom searched for keyword phrases. While in the other SEO school, because of the numbers of pages with the same keywords, web pages are less likely to show up due to excessive competition.

Natural Language Writing vs Keyword Search Variations

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Actually, I believe that both SEO philosophies have ideas that are both right and wrong. First and foremost, I believe the emphasis should be on natural language writing and logical uses of the keywords. This will no doubt require extensive research, reading, and writing of quality content. It will certainly take an extended period of time to make a marketing impact in the various keyword market segments. At the same time, it is important to also develop other lesser used variations of those keywords and keyword phrases to help establish an online site theme or a type of Internet marketing trend in what a website is about. In essence, you have to write the way your customers think for the search engines to pick up on the keywords and keyword phrase syntax used throughout the website.

Are There Search Engine Optimization Shortcuts?

SEOs have used extensive Black Hat search engine shortcut tactics in the past for getting a website to the top of the search results. As search engine algorithms have improved, these black hat optimization tactics are becoming less effective. The emphasis today should be on developing good content, proper link building throughout the website, proper titles and meta tags, ethical search engine optimization strategies, unique marketing and advertising messages, and certainly strategic link building with various related topics and websites.

How Should we Measure Search Engine Software Algorithms?

No search engine company is going to come out and tell you exactly what is required to get your web page or website up to the top in the search engine results. Though they will give you some best practices guidance for webmasters to follow. First off when it comes to the Internet presence, every search engine company wants to have the best results possible. If a search engine tells you exactly what to do, then everyone would try to do the exact same thing. There are a multitude of variables involved in page ranking, that are factors in attaining top standing in the search results. We can not control what Google, Yahoo!, or Microsoft Bing Search do in their search algorithms. So, what we can control is the content and layout of websites under our control.

Present Relevant Information for the Search Engines and Users (Customers)

The number one goal of any website should be to provide quality content to get found online. Algorithms and software improvements at the Search Engines have made great strides in evaluating keywords throughout the page and site, along with Natural Language Processing (NLP), Text Analysis, and Automatic Classification Systems are some of the key areas for establishing what a website is all about. The days of just pasting a whole bunch of keywords over the entire page or hiding the keywords in the underlying html code to get a website in the top search results is all but over. Sure, there still are websites in the search results list that do this type of Black Hat SEO tactic, of hiding keywords, but that is only because other parts of the software algorithms might give higher Page Rank [Google PageRankā„¢] to these pages based on the number of pages that link to them on the Internet. Read more insights into the Google PageRank perspective.

Developing a Keyword Search Engine

It becomes exceedingly difficult for Search Engines to say how much is too much for certain types of keywords in the body text. There are an infinite number of variables for establishing the density of a keyword. Certainly, the difficulty becomes even greater when one considers the use of certain words having different meanings for different industries. Then there is the aspect of how the word is used in the context of the text itself. Natural Language Writing has different styles, such as Argumentative, Narrative, Enunciative, and Descriptive Styles; along with different uses of grammar and even the proper spelling and even misspellings can significantly alter how a search engine responds to the classification and Keyword Density of the page.

What Additional Factors are used in Keyword Analysis?

Keyword Relationships

Graph Showing the Keyword Relationships in a Document

Search Algorithms need to be able to filter through all of the other words in a website. Every single word that is placed on a web page can have some degree of influence over the whole of the page and even the website itself. Simple words like: them, your, you, it, or, AND even and, need to be filtered and evaluated. Too many uses of those words in the web page can throw off the algorithm. Relationships exist between all words. The proximity of the Online words relative to each other, will also significantly influence the software algorithms of what the page is about (See Keyword Graph.) Writing on the Web has to be tightened up and more structurally focused toward the subject matter, in order to become more successful in establishing new pages online, especially when it comes to the highly competitive Internet keywords.

Search Algorithms Analyze Capitalization, Bold Text, Font Size, and Font Placement

To grasp the degree of difficultly that Search Engines face in cataloging a website is to consider what needs to be analyzed from their perspective. By somewhat of a Reverse Engineering Marketing aspect we can gain Internet marketing insight into what is looked at for establishing the ranking in the search engine results pages. Capitalization, bold text, font size, and font placement are all factors in page analysis. For example: as Google Search algorithms have improved, and certainly expanded over time to include other on-site and off-site website factors, the weight factor given to each of these hundreds of variables has changed slightly, and in some instances drastically affected the search results.

Understanding Search Engines and the Online Marketing Learning Curve

I believe that we are all on an online marketing learning curve. Search engines are continually learning about the World Wide Web by constantly traveling the Net with their Robots that catalog the pages. Then with analysis software, the companies can determine the so-called Mean, Mode, and Median of any particular criteria within the page or group of search results they wish to analyze. With such detailed analysis, they then can tighten or loosen a set of parameters to slightly change or drastically change the search results. Every update to a search engine algorithm in-turn creates a new round of learning by all the SEO Webmasters of the world. Through this type of online school teaching, the SEO is constantly being trained toward better content writing and layout quality. The whole of search is also trained, because as creativity and new technology are implemented into websites, along with the popularity of other types of online content sites, the search companies can continue to upgrade and improve their algorithms to reflect these new changes. Sure, there may be the law of unintended consequences that occur along the way, but in the long run, everyone will benefit with better content, websites, and search engine results pages.

Professional Web Services, Inc., is a SEO strategies, Internet marketing services, online advertising strategies, and a Web branding solutions company. Contact us today for Internet Marketing Services for your B2B or B2C business to be found in the search engines. Turn your business into a great online sales tool with a Pro. eBusiness Online marketing solutions with Professional Web Services. If you are serious about gaining more customers now, getting more online sales leads, and learn how we can help your business get discovered on the Web, then send us an email today for your online marketing solution.

Article by: Jim Warholic

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To help get your company to the top of the search line with online marketing services; contact Professional Web Services today.

Internet Search Engine Statistics

Published Search Engine Use Statistics

From a standpoint of Internet Marketing and Search Engines Use Statistics there are some interesting nuggets of information to be gleaned from a couple of online studies comparing the Top search engines.

Nielsen Net Ratings had a published report released in August 2005.

Nielsen//NetRatings Releases Top 10 Search Engine Share Rankings for July 2005

Table 1: Top 10 Search Engines Ranked by Search Share: June-July 2005

Provider / Vertical June 05 July 05

1. Google Search 47.0% 46.2%
2. Yahoo! Search 22.3% 22.5%
3. MSN Search 12.5% 12.6%
4. AOL Search 5.5% 5.4%
5. My Way Search 1.8% 2.2%
6. Ask Jeeves Search 1.8% 1.6%
7. Netscape Search 0.9% 1.6%
8. Dogpile.com Search 0.8% 0.9%
9. iWon Search 1.0% 0.9%
10. EarthLink Search 0.8% 0.8%

Source: Nielsen//NetRatings MegaView Search, August 2005

comScore Networks also published search engine use statistics in August 2005

Share of Online Search Submissions
Source: comScore qSearch
Total U.S. – July 2005

Property – Share of Search
Google Sites 36.5%
Yahoo! Sites 30.5%
MSN-Microsoft Sites 15.5%
Time Warner Network 9.9%
Ask Jeeves 6.1%
InfoSpace Network 0.9%
All Other 0.6%

Google Search Is The Search Engine Leader

Google Search is either a leader at 46.2% or 36.5%, depending which particular study is the most accurate. However, that does not exactly tell the full story. In the published studies, Time Warner Network which is made up of AOL and Netscape have either a 9.9% SEARCH SHARE stake or the other study has 7.0% combined SEARCH SHARE stake. The significance of this is that Both AOL and Netscape use Google Search for their results.

If you add up these results Google would either be at 46.4% or 53.2% of all the searches done online with the nearest competitor at 22.5% or 30.5%.

The significance of these two studies is very important from an Internet Marketing and Online Advertising perspective.

The eMail Marketing Promotions landscape is littered with INTERNET SEARCH MARKETING promises of being number one with a quick website inclusion into the smaller search engines and other types, of what some refer to as SECOND TIER search engine companies, in which they do not even show up in the study results. It makes very little sense to pay for something that at best is around 0.6% of the total searches conducted online. There is no such thing as a free lunch with promises of high traffic to your site by simply paying for quick inclusion into the search data base.

Free Website Submission

The top three Search companies have free website submit to be included in the crawls from automatic web robots which cruise the Internet and catalog the websites into their database for the natural or organic search results. Websites can even be found by the online search robots even if a website is not submitted. That is because the robots follow links from other websites and are likely to find other sites through this link process.

For help with your B2B, B2C, OR C2C Internet Marketing, SEO, Search Engine Optimization, Online Advertising, Website Branding contact Professional Web Services, Inc.