Optimization Versus Advertising: What s the Difference?

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Optimization Versus Advertising: What's the Difference?

Search engine marketing is the umbrella concept. It's also referred to as search engine positioning or promotion . Optimization and advertising are two methods within search engine marketing.

Optimization focuses on designing pages within your web site to attract search engine spiders (the automated robots that crawl the web to include documents in the search engines' databases). Web site design skills are required to optimize a site's pages properly. These days it's necessary to pay an inclusion fee to a majority of top search engines if you want specific web pages indexed. A high ranking is not guaranteed through paid inclusion, but it's a start.

To the search engines most marketers associate with advertising, your web site design has no impact on your position. You have control over your position, keyword choice, ad listing copy, and the landing page (the web page people arrive at when they click your link in the search engine results). Paid placement advertising guarantees instant visibility.

Because optimization and advertising require fees, both are covered in this book. But the focus here is not on the comprehensive techniques for designing a search engine-friendly web site for paid inclusion programs, although the basics are discussed. Instead, this book helps you create a cost-effective marketing strategy and choose the tools you'll need for buying your way to the top. Additionally, a few potential pitfalls and profit-enhancing tips are revealed to help experienced marketers achieve new levels of success.

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Search Engine Advertising. Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
ISBN: 0321495993
EAN: 2147483647
Year: 2004
Pages: 155

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