Conclusion

The foundation of an effective, long- term search engine marketing campaign contains three building blocks:

• Text component

• Link component

• Popularity component

Building a search engine “friendly web site is also building a customer-friendly web site because you are building the site based on words your audience types into search queries. Web pages that contain the words that your target audience is typing into search queries generally have greater search engine visibility than pages that contain few or no keywords.

The way your web pages are linked to each other, the way your web site is linked to other web sites, and the way other sites link to your site affects your site's search engine visibility. If search engine spiders can crawl your web pages quickly and easily, the pages stand a much better chance of appearing at the top of search results. Furthermore, your target audience is more likely to land on the pages that contain the exact information for which they are searching.

If two web sites have similar copywriting, spider-friendly navigation schemes, and site architectures, the site with greater popularity usually ranks higher. Therefore, building a site that appeals to your target audience is imperative for maximum search engine visibility.