This article has been prepared by Tug. Tug, is a Search Engine Marketing specialist agency, based in Shoreditch, London.

Search Engines have evolved into a new consumer, communications and marketing channel. Google, Yahoo and MSN serve 213 million searches a day.

In fact, 9 out of 10 internet surfers use a Search Engine to start their internet journey. Therefore, if your website doesn’t have visibility in the engines, you are missing significant volumes of traffic.

Natural vs. Paid for Listings

There are essentially two listings within a Search Engine Results Page (SERP): the Natural listings (on the left) and the Paid for listing (on top and on the right).

Natural listings are the results the engine believes to be the most relevant sites to your search. The natural listings consistently receive over 70% of consumer clicks. Paid for listings are the ads served by Advertisers, who have bid on the term searched for by the consumer.

The Natural listings therefore list all available websites in the World Wide Web, while the Paid for listings only serve links by relevant Advertisers willing to pay for their spot, and thus high visibility in the engines.

To increase Reach, advertisers can pay for ads on the Search Engines themselves, as well as their local listings, mobile listings and their Content Network of websites.

Pay per Click (PPC). Pay only for Visitors

Unlike other marketing channels where you pay for the number of people who see your ad, in pay per click advertising (PPC) you only pay when someone clicks on your ads and is driven through to your site.

• 75% of users search for goods and services through a Search Engine.

• PPC has the lowest cost per lead compared to other Direct Marketing methods.

• Pay per click advertising is relevant to what the individual is searching for – targeting them at the right moment and mood.

• Pay per click is 100% accountable.

• Advertisers can know the cost of each conversion in real-time, and campaigns can be instantly optimised for maximum ROI.

To get visibility in the paid for listings you can set up a PPC campaign for your website yourself, or by commissioning a specialist Search Engine Marketing agency like Tug.

To get visibility in the Natural listings you need to optimise your website – this is called Search Engine Optimisation. Again this is where you need to commission a specialist agency like Tug.

What is Search Engine Optimisation (SEO)?

Search engine Optimisation, or SEO as it’s commonly known as, is an online marketing strategy that involves designing, writing and coding your entire website with the intention of enabling search engines to index your site easily and efficiently. The sole aim and objective is for it to rank higher for keywords relevant to your business. Optimising a website is critical to gaining visibility on the organic or natural (left hand side) search results (SERP’s) of search engines.

SEO, is done in two stages, known primarily as on page and off page. On page involves the website itself and fundamentally evolves around the design, build and copy laid out within the actual site. Off page relates to ongoing SEO development and includes link building campaigns, news and article submissions, paid directory submissions and joining discussion forums that relate to your chosen industry. The latter is basically about gaining 3rd party exposure of your website.

On Page Factors

• Keyword mining

• Keyword density checks

• Credible copywriting

• Meta tags scripting

• Clean and valid mark-up (HTML)

• Link management

Off Page Factors

• Free / paid directory submission

• Article and news submission

• Press release distribution

• Reciprocal link marketing

• Inbound link building

• Digital signatures

Using Search Engine Marketing to meet your Communication Objectives

Consumers using a Search Engine are primarily in two sets of mind: ‘Research’ mode and ‘Ready to act/buy/sign up’ mode. From a marketer’s point of view they are at different stages of the Purchase Cycle.

PPC campaigns should be set up with this in mind. Different campaigns can be geared for different objectives – for example one for Awareness and one for Sales. The Awareness campaign should be optimized for Reach, concentrating on the highest number of clicks at the cheapest possible price. The Sales campaign conversely should be optimized for sales volume and cheapest Cost per Acquisition (CPA).

Search Engine Optimisation will primarily meet your Awareness and Traffic objectives, as the campaign usually concentrates on fewer, broader keyterms. But keep in mind that this broader Search might ultimately lead to a sale as the Searcher moves through the Purchase Cycle. Remember to optimize your Meta Descriptions (the description in the SERP) with the consumer in mind.

Search Engine Marketing Case Studies:

Search Engine Optimisation Case Study: UK Business Properties. http://ukbusinessproperties.com

Problem

• UK Business Properties launched a new Commercial Property directory in 2006

• While the agency that built the site assured them it was SEO friendly, they were languishing on page 3 on Google for the most important keyword: ‘Commercial Property’

Solution

• Tug developed an SEO strategy that emphasised the keyword ‘Commercial Property’

• Review and editing of website content – addition of content pages for all UK regions

• Review and editing of Meta

• Review and editing of code to make more spider friendly

• Directory and site map submission

• A bespoke link building campaign where we submitted to directories, article websites and actively exchange links with high PageRank sites in parallel business verticals

Results

• Within 6 weeks the website was listed #3 on Page 1 of Google.co.uk

• The keyword ‘Commercial Property’ now drives 65% of traffic to the site

• They are now #1 on Google and we are now optimising and link building for new relevant keywords

Pay per Click Case Study: Truffle Shuffle http://www.truffleshuffle.co.uk

Problem

• Truffle Shuffle is an online retailer competing in a tight margin business, against small t-shirt retailers and huge online retailers like ASOS.

Solution

• PPC campaign on Google and Yahoo.

• Avoid Broad keywords even if they can drive sales volume.

• Use only very specific product related keywords.

• Use bid management software to set strict Position and ROI rules.

• Develop specific, relevant ad Creative for every available t-shirt.

• Weekly coordination with PR efforts.

• Concentrate only on keywords that convert under £5.25.

• Measure revenue and work with exact margins to measure profit on every keyword weekly.

Results

• In November 07, Tug drove 1,949 sales (1 or more t-shirts) at an average cost per conversion of £1.39.

• We delivered a 24:1 ROI (revenue generated/ad spend).

Social media marketing is characterized by engaging social networks like online communities, blogs, wikis and other form of networking sites to reach to their niche customers and creating an interest in them. Twitter, Blogs, LinkedIn, Facebook, Flickr, and UTube are social media marketing tools to create an interest in visiting community.

Social media communities are interactive as well as informative. It is not essential that the Company or website has to keep on writing information about their Company. These sites should be updated regularly for greater interactive ability and hence higher publicity. Once a visitor gets a prompt response from the website owner, then only it is sure to become a permanent member and promote the website through word of mouth.

Social media marketing is a large means of reaching to the customers, simultaneously. Those websites, who have large database of their customers and visitors, can easily interact with them and create interest in their website’s product and services easily.

Social Media Marketing can create a buzz or events that can attract attention from visitors. Buzz ticks and travel through user to user contact.

Multiple online social media venues like Twitter, Facebook are good means of building fans.

It is to be noted that bad sites backfire on social media marketing. Therefore create such sites which are informative in positive manner. Badly designed site will generate negative publicity and devastating effects for that website.

Social media sites are visited almost daily by innumerable visitors. People are registering themselves daily to interact with their friends and make new friends simultaneously.

•    This online marketing technique helps to increase website traffic to a website, irrelevant as well as relevant.

•    It helps to understand user-behavior.

•    Helps detect conversions and keeps record of sales.

•    Networking sites provide page-views and exposure from advertisement.

•    Creating brand awareness amongst lesser known group and popularizing amongst known customers.

•    One of the most important benefits is to create positive brand association and maintaining with full aptitude.

The best part of social media marketing is that it helps in business development and broader customers reach.

for more details on Social Network Marketing and Link Building Company visit on our website

In this article I have tried to serve the purpose of Amatuer Seo
professionals. What Is Search Engine
Optimization Basically, search engine optimization
in india,is making your website visible and relevant to both
search engines and search engine users. How is this done? The
Basics of Good website
Optimization for search engines. Good search engine
optimization is very basic. A successful search engine
optimization campaign will contain these listed points:
Content Content is what makes search engine rankings
higher, Content brings users to your site, and content, when
distributed properly with keyword phrases, will help search
engine spiders. Content is key in search engine optimization.
Sober CSS Design Sites that are successful in the search
engine results have this in common-they are all simply designed,
with a minimum graphics, slowly loading animations, and are easy
to navigate. Simple, clean designs are what search engine
spiders and search engine users like, because it enables them to
get to what they’re looking for. Good Meta tags Meta
tags-keyword, description, and title- are important but not so
important, Meta tags are merely part of the overall success
strategy. They need to be written with compelling, keyword
phrase-heavy content that will make the user click through from
the search results page. Search Engine Optimization Sure, you
can get really complicated and technical with SEO, just like any
other subject. However, search engine optimization at its heart
is simple and clean. Don’t worry so much about the scary
technical stuff if you’re just starting out. Start slowly, read,
learn, read some more.Most of all, be patient with yourself.
Learning search engine optimization takes time, just like any
other subject.

Related Search Engine Optimization Articles

Introducing the Searchlinqs.com Web Blog.As a member of the searchlinqs Internet Marketing team, it’s an exciting time to be a part of our emerging Internet Advertising Industry. Search Engine Marketing (SEM), Search Engine Placement (SEP) & Search Engine Optimization (SEO) are shaping the way we work, play, shop and market ourselves online. That’s a pretty big statement to make! The content that appears on Google, Yahoo and MSN are by no means accidental or arbitrary. The algorithm/formula for sorting what appears on the Search Engines, are closely guarded secrets worth millions of dollars of marketing revenue and can turn the most obscure site or gossip into international results.Much like a newspaper editor or publicist, a decision is made on what content is relevant or invisible to the rest of us. The search engine results only begin with the selected keywords entered into a Search Engine. Careful observation and analysis of those search results are part what the SEO industry and Search Engine Optimization companies do. Google, Yahoo and MSN has become the defacto portals and gatekeepers for the online service world. The sheer volume-combinations of search terms, keywords and related keywords can only be managed by software agents. When these giants move, the Search Engine universe shudders. Google has released no less than 10 updates in the last 2 years; each change shapes the search engine landscape.We have created this SEO blog to showcase Internet Advertising, Internet Marketing tools, showcase Tutorials & Recent Articles, Keyword research strategies and offer opinions on that we feel are major issues affecting our industry. We hope that you find us a useful source and hope you visit us often. Search-Engine-Man www.searchlinqs.com

Find More Search Engine Marketing Articles

ndia’s vast population is shaping the use of the latest Bluetooth technology – and in turn is being shaped by it. The next generation laptop computer, which Japan is in the process of developing, is a blue tooth (wireless protocol) laptop that will be the size of little more than a fountain pen. It will fit tidily into your pocket or purse. At first glance it could easily be mistaken for a fountain pen that appears to have a camera attached to the top of it.

This pen-like machine will project the virtual screen and keyboard on any flat surface. You will be able to complete all the usual functions you do now, on your desktop or laptop computer. The day of struggling with heavy computer bags on your shoulder will be long gone. All you will need is a wall to project the virtual screen onto and a flat table top for the virtual keyboard and bingo. You will connect to the Internet and complete all your computer tasks, with little more than a pen size machine.

By the 1980’s PCs (personal computers) were becoming a more common sight, followed closely on its heels with the lap top, which became readily available in 1982. The first laptop computer was a thousand miles away from the first 30 ton electronic computer, constructed in 1943 and known as Colossus. The 1980 version was around the size of a portable sewing machine and ready to change the face of the business world. By 1995, when Windows 95 standardized the operating systems on all computers, a new era was ushered in.

Laptops were originally thought to be only valid for use by a ’small niche market’, such as the military or sales people. How wrong was that? There are more laptops used in businesses today, than desk top computers. A laptop is almost compulsory equipment for all students.

Microsoft Surface first started back in 2001 under the code name “Milan”. It was a project that was started by a very small group of Microsoft employees. The design was changed 10’s of times, but was finally presented to Bill in 2003. Of course, Mr. Gates liked it, and the project took on new life as it grew. By 2005 the final design had been chosen, and in 2007 it was presented to the public. The public was in awe, and Microsoft was proud.

So what makes Microsoft Surface so unique? It is unique because it goes where no computer has gone before. It uses a Natural User Interface (NUI). An NUI is an interface that attempts to take out any space between the digital and real world. It makes digital information and data seem real, by using Multi-touch interaction. Mult-touch interaction is simply a touch screen that supports multiple input points (touches) at the same time. In fact, Microsoft Surface supports up to 52.

Multi-touch is the biggest part of a Natural User Interface. It makes tasks such as viewing pictures… natural. There is practically no learning curve. To move a picutre, you simply put your finger down and drag it to the desired location, and to resize a picture simply pinch the picture with two fingers.

Another part that makes Surface’s interface natural is the object recognition feature. Object recognition has three parts to it.

The first part is the ability to recognize more than just fingers, which means it can recognize objects. This is different from normal touch screens because normally touch screens require an electric current or heat, which come from fingers. However, unlike those touch screens, Surface does not care whether it is a finger or a Zune.

Second, the use of byte tags allow for unique object recognition. By simply creating a relation between a specific byte tag pattern and an object, such as a camera, the Touch Table can recognize that that object is a camera.

Thirdly, Surface can transfer data via Bluetooth between certain digital objects. When you set the camera down, Surface recognizes it as a camera through the byte tag, and then opens ports for data transfer. Then, to transfer photos on to the camera, you simply drag them to it. And when you set the camera down at first, the photos dump out onto the Surface table top.

All these factors make Microsoft Surface’s Natural User Interface truly amazing and state of the art.

Many schools have one or several digital projectors available
for educators to use. Many people are worried that making slide
shows and setting up the equipment will take too much effort and
time. On the contrary, the use of digital projectors saves time
and can take minimal effort.

Most digital projectors take no time to set-up. Have someone
show you how to set-up the projector a few times and then try it
yourself several times until you are comfortable setting up the
projector on your own. Each projector and computer have their
own little quirks so having someone who is familiar with the
system will prevent running into trouble in the future.

Creating slide shows for your lessons may take a little effort in
the beginning, however, once these lessons are created they will
be saved for you to reuse or to tweak. There are also
websites like http://MrKent.Net that provide subject specific
slide shows for you to change or use as you please.

The only way to find out if using a digital projector is for you
is to give it a try. Create or download a short lesson and
present it to your students to compare it to your regular lesson
Format. One thing you will notice right away is that you spend
more time interacting with your class and less time writing and
erasing items on the board.