| Search engines are tools which are created in | | | | Another search engine marketing technique is |
| order to search for information on the World | | | | using paid inclusions which is a fee that the owner |
| Wide Web. A person using a search engine types | | | | of a website will pay to a search engine in order |
| in what they are looking for, this could be | | | | to be placed regularly on rankings for the chosen |
| something like "Computers for sale" and the | | | | keywords. Some people do not agree with this |
| search engine will then find all the websites and | | | | form of search engine marketing as it is seen as |
| pages that are relevant to that search. A search | | | | paying for advertising space and some search |
| engine performs this search by using 'crawlers' or | | | | engines do not allow it. |
| 'spiders' which will crawl through the text on | | | | Are there any more forms of search engine |
| websites and pick out which ones contain the | | | | marketing? |
| words in the search. Sites which have the exact | | | | There are many different forms of search engine |
| word match "Cars for sale" will rank highly in the | | | | marketing and everyone will have been the target |
| results and ones which only have "cars" for | | | | of email marketing at one time or another, if not |
| example in them will rank less highly. | | | | every day. This form of search engine marketing |
| This high ranking is of key importance to the | | | | can be very frustrating as sometimes you may |
| owners of websites as they want to get as | | | | have used a search engine to find out about a |
| much traffic to their websites as possible, | | | | subject, and at one point inputted your email |
| especially if they are selling something. This is | | | | address to get more information. This can trigger |
| where search engine marketing becomes crucial | | | | a barrage of spam emails advertising some |
| to a websites success. Many people will use | | | | service or product to buy. |
| Search Engine Marketing to improve the search | | | | Pay per click is another popular form of search |
| engine result pages, or SERPs, for their site. | | | | engine marketing where an advert is placed on a |
| What are the different methods of search engine | | | | search engine in the hope that a user of that |
| marketing? | | | | search engine will click through and go onto to |
| Search engine marketing can take many forms, | | | | advertisers website. These advertisements |
| and probably the most favoured method is SEO, | | | | appears when a keyword is entered into a search |
| or search engine optimisation. This is a way in | | | | engine that matches a keyword on the advert, or |
| which the theme of the website is represented in | | | | a page is clicked onto who's content is relevant. |
| the text of the site by using keywords. These | | | | These adverts can be very frustrating and there |
| keywords are the words that are thought to be | | | | is no way of preventing them from appearing. |
| the ones used by people performing searches. In | | | | Search engine marketing is like any other form of |
| order for a crawler to pick up on these words | | | | marketing, there to grab the reader's attention |
| they must be used a number of times during the | | | | and get them to go into a new website. It is |
| text. This is known as the keyword density of a | | | | important to know the tricks of search engine |
| body of text. The usual keyword density is 2-5%, | | | | marketing order to avoid going to websites that |
| although some sites will go as high as 7% - this | | | | are just trying to sell something you don't want. |
| technique however is seen as keyword stuffing | | | | However, when used properly search engine |
| and this can have the opposite effect on a | | | | marketing is a fantastic way of getting traffic to |
| websites rankings. | | | | a website. |