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In today's tech-savvy world it has become very common for most any business to have a website. This allows businesses to advertise their goods and services online in a less expensive manner than using conventional advertising methods.

With the availability of search engines online, it has become even easier for customers to search for the products and services they are looking for. For a website to be successful, it should appear in the first three page which means many visitors will potentially come to that particular web site. This can be achieved by applying search engine optimization or popularly known as SEO. This is an internet marketing strategy which increases amount of traffic flow to a particular website via search engines.

SEO does not only affect the search engine results for key words that people use to search for what they're looking for , but also image searches, video searches and industry specific vertical search engines. It determines how a search algorithm functions and searches what is popular with people. When a website link is submitted to a search engine, a spider crawls through a page to gather links which lead to other pages and stores those pages on the server of the search engine. The information collected from these pages is sent to the indexer, whose job is to extract information from those pages such as the keywords , descriptions, verbiage content, the amount of information containing these keywords, the location of the page and other links that are stored for the spider to crawl for future updates to the search engine results.

When the internet first came to life and search engines were originally developed, the search engine optimizer algorithms were dependant on the keywords, Meta tags, and the website files provided by the Webmaster or owner of the site. Meta tags provided information about a particular page, but using them for indexing the pages didn't prove to be successful as some Webmasters added irrelevant Meta tags to increase the number of hits and earn huge ad revenue. They even changed the HTML of the web pages to achieve a good rank for the page. But this was a case of abuse as it produced irrelevant pages for web surfers. Search engines then began utilizing complex ranking algorithm, which were difficult for the webmasters to manipulate so as to provide web surfers with genuine results. The rank of the web page was calculated mathematically by functions using strength and quantity of the inbound links. The higher the rank of the page the more chances it had to be viewed by a person . Later, algorithms were used and created which considered various other on-page factors such as rank, content, relevancy of content to search terms, and off-page factors such as hyperlink. Since the webmasters couldn't manipulate the page rank, they began exchanging, selling and buying back links, which lead to link spamming and even creation of numerous sites dedicated for this purpose. Algorithms became more complex by every passing day and top search engines kept their algorithms a secret. As the cost of SEO increased, advertisers were roped in to pay for it, which finally resulted in high quality web pages. Although investing in SEO is very fruitful, although risky because with out any prior notice the algorithms being used are bound to change and the search engine will stop directing visitors to the page. Many consultants are available in the market that provides SEO services. They manipulate the HTML source code of the web site like menus, shopping carts and sometimes even the content of the website to draw more traffic.

Pay per click advertising is internet advertising that extract pages not according to the page rank but according to the search term being used to promote the ad and the cost per click or set fee that is specified would be charged to the advertiser for every click through from that advertisement This is only if the advertiser desires that the page containing his ad be displayed, he is expected to pay money for it.

This is still a point of controversy, as only the big businesses will be able to increase the number of hits of their page because they have the funding to do so, but not the small business who might be having a better quality page.

Google Ad Words explores ads which have words typed in the search box by the surfer. The Million Dollar Homepage also started the concept of display advertising, which is a graphical kind of advertising displaying banner ads and image ads that are displayed across the Google advertising network.

If you thought that just launching a website was an instant doorway for thousands of visitors from day one, you can see that marketing your business, products or services on the world wide web is quite the process thus making SEO a market in its own, and if you do it the best way possible it will yieldi great results for your businesses on Internet.

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