SEM ( search engine marketing ), or search engine marketing, is the promotion of a resource in search engines. Its goal is to generate leads, that is, to attract targeted buyers who are potentially interested in an offer or direct sales (online stores).
How does a search engine work?
As you know, a search engine is a service for finding information on the Internet. It helps to find the necessary information, files, or documents on the vastness of the world wide web in accordance with keywords. The delivery of results is ensured by the work of the so-called robots, or crawlers, that regularly scan the web for updates and indexers that analyze the content of the pages.
Today, most of these systems use ranking mechanisms that allow you to select the most relevant, visited, and proven sites from a million pages, thereby making it easier and better for users. But it was not always so.
At the dawn of the development of search engines, the main ranking mechanism, and hence the means of promoting sites to top positions, was the counting of the number of external links to the resource. This algorithm, called PageRank, was proposed by Google back in the early 2000s. However, very soon the "link" to certain resources began to be provided not by the efforts of grateful users, but by special link exchanges.
As a result, the top of the search often turned out to be not so much the "best" results corresponding to the users' requests, as sites with artificially increased popularity. And although at the moment there are other, more honest ways to promote resources on the Internet, some marketers still resort to such manipulations.
Let's first consider a tool for a free rating increase.
SEO jungle, or How do search engines work?
Search engine optimization
SEO ( search engine optimization ) is a collection of efforts to optimize a resource to improve its position in the natural, or "organic" part of the issue. As an internet marketing strategy, SEO serves as a means of attracting users by improving the quality and usefulness of the resource, creating unique content, using the correct keywords, as well as removing possible barriers in the code or site structure when indexing it.
There are a number of requirements for content and design, among which, in addition to keyword density, it is usually recommended to consider the following details:
One main h1 tag, unique for each page and containing its keywords.
- The alt and title attributes of all images on the site, if possible, reflect the essence of the image.
- Layout of text using paragraphs: <p> text </p>
- Dashes and quotation marks as special mdash characters; laquo; and raquo;
- Lack of links to non-existent files and pictures.
- The design of the text of links is different from the design of the main text of the page.
- Transferring styles and scripts to separate style files to facilitate code and optimize page loading.
- No duplication of content on other pages of the resource.
- Rel = "nofollow" and target = "_blank" attributes for external links or buttons to avoid indexing and opening them in the same tab.
- "Breadcrumbs", or breadcrumbs, showing the user's location.
These are just a few of the internal factors affecting the position in the issuance results (in total, there are about 200 of them). All of them serve to optimize or improve the efficiency and usability of the site from the point of view of search engines. In terms of keyword density, this parameter tells search engines to feel "nauseous" when certain words are repeated too often in the text.
The external factor that influences the ranking result, as mentioned, is still the Citation Index (CI), or the number and authority of resources linking to your site. For this, work is underway to stimulate the exchange of links on social networks, the publication of promotional articles or recommendations on blogs with an indication of the source, press releases, etc.
And although some search engines are trying to cancel the accounting of links to commercial resources in the ranking algorithm, in general, CI is a convenient parameter for assessing the "importance" of a particular site.
Contextual Advertising
Search engine providers quickly realized that this idea could become a tangible source of income by selling top-ranked companies to individual companies. This is how contextual advertising appeared, or advertisements in the form of text blocks, almost completely repeating the style and color scheme of "native" results.
The main difference between contextual advertising and regular SEO is the ability to get to the top search lines not in a “natural” way, but for a fee: a contract is concluded between the company and the service provider (Google AdSense, Yandex Direct, Yahoo!, etc.), which regulates the procedure ad impressions if the request and pre-specified keywords match.
A certain amount, or CPC ( cost-per-click ), is charged for each user clicks to the advertiser's page, the size of which can be influenced by various factors - from the popularity of the keyword to the time of day.
The complexity of contextual advertising lies in the fact that its final goal is not a high click-through rate (CTR), but accurate targeting, or compliance with the target audience, since even having paid for 10,000 impressions per day and "luring" a huge number of random visitors to the site in general terms, you are unlikely to achieve high conversions, which means you will be wasting your advertising budget.
In this regard, for an advertising campaign to be effective, it is necessary not only to carefully select keywords but also to correctly compose the text itself and the ad title, which will allow us to filter out unwanted traffic. In addition, the page or landing page to which the advertising link leads also requires optimization: simply attracting users is not enough if they do not find an interesting offer upon clicking.
Publicar un comentario