Expert Internet Marketer

Google

Arguably, the biggest search engine in the planet. Large part of its success relies on minimalistic user interface and relevancy in search results using the concepts of PageRankâ„¢ and LinkPopularity.

• Differentiators: Popularity ranking using PageRankâ„¢, Indexes the first 101KB of a Web page, and 120KB of PDF’s and ~ before a word finds synonyms sometimes
• Results Ranking: Matching and ranking based on “cached” version of pages that may not be the most recent version and Fuzzy AND also invoked.
• Field limiting: link:, site:, intitle: and inurl:

Yahoo

Combined technologies of its acquisitions of Inktomi, Overture and providing a service that gives pre-eminence to the Web search engine over the directory.

• Differentiators: Shortcuts give quick access to dictionary, synonyms, patents, traffic, stocks, encyclopedia, and more.
• Results Ranking: Automatic Fuzzy AND.
• Field limiting: link:, site:, intitle:, inurl:, url: and hostname:

Ask.com

Ask.com search technology uses subject-specific link popularity to compute “authoritativeness” of a search result. The ExpertRank algorithm provides search results ordered through attempting to identify authoritative websites. As well as link popularity, subject-specific popularity is also considered.

• Differentiators: Subject-Specific Popularityâ„¢ ranking and Suggests broader and narrower terms.
• Results Ranking: Based on Subject-Specific Popularityâ„¢, links to a page by related pages.
• Field limiting: intitle:, inurl: and site:

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In the realm of Ethical Search Engine Optimization (SEO), the focus is on �black hats�, or the deceptive ways some websites use to crack search engine algorithms and find their way up on the search engine results page.

Ethical SEO is just a terminology for best practices followed in the search engine industry. Search engine optimization is the key to achieve high page ranking, which in turn drives high traffic to listed websites. Some of the commonly known black hat methods that should be avoided are keyword stuffing, invisible text, and doorway pages:

Keyword stuffing:
It indulges in packing long lists of keywords and nothing else on to the website. The website pages should be backed by solid content and meta tags.

Invisible text:
Many websites put lists of keywords in white text on a white background to attracting more web crawlers/spiders. It is considered unethical and deceptive.

Doorway Pages:
It is basically a �fake� page that is not visible. It is purely for search engine spiders, and attempts to trick them into indexing the site higher.

These methods of scoring high search engine ranking should be avoided by websites. Only ethical SEO practices will earn credibility and long-time business for websites.

Google Adwords is a boon to small and medium businesses to reach out to the global market quickly and easily. Now its possible to take your product or service right to your targeted customers and sell it. There�s no other medium provide this quick fix marketing solution than online PPC campaigns. Sure, Google stands out from the rest because, of its strict guidelines and standards that impose on the Adwords publishers. That means, to ensure every penny well spent, you need an expert working on the adwords programs.

Like to experiment?
Google Adwords is not a game for amateurs or do-it-yourself wannabes. A wrong move, can make you go bankrupt. So, you need real experts working on your adwords campaign. However, as a business owner, you may want to experiment few ideas and get a first hand experience of Google Adwords. In that case, simply create a targeted campaign with relatively a lower budget and monitor for a day or two and measure the results. If the results are not too good, don�t lose your heart. Fine tune the keywords, tweak the ad copy and run the campaign again.

The factors determine the success of an ad campaign
There are two facets of success. First, the click ratio (CTR) � which is largely determined by the ad copy and secondly, the conversion ratio � which is largely depends on the ad copy, targeted keywords and the landing page.

Many people assume that click generation itself is a success. If you are running a Google AdSense website and you are more concerned with the quantity of traffic rather than quality (targeted) then your life is much easier and the success is largely determined by the click ratio.

On the other hand, if you have a tight budget and need a targeted visitors who are most likely would be interested in your product or service and expects them to return back, you really need an expert who will work on ethical terms in bringing you the right people. You must measure the success by conversion ratio.

What�s ethical about Google Adwords Campaign?
Ethical Adwords consultants will ensure that the ad copy and the targeted keywords reflects the real you and not trick the users.

1st ad copy given above truly reflects the nature of the website as a destination for bollywood movies. However, the 2nd ad copy tricks the user by thinking it as a place for downloading bollywood movies for free. Slight changes in the ad copy can create a huge difference in terms of driving traffic. This is highly beneficial for traffic generation. The drop off ratio will be high and visitor-member conversion will be extremely low.

In PPC campaigns, you pay for every click and hence, every click must be genuine and profitable.

An interesting post from Google Web Master Central blog about Duplicate Content. The main point of the message is that Google has the way of identifying different versions of the same content page.

Duplicate content page means

1. Two identical pages, one for printer friendly version and the other for users.
2. Reproducing articles from another website
3. Domains pointing with and without the file name extension such as: www.grrajeshkumar.com and www.grrajeshkumar.com/index.php

You can tell Google not to index the duplicate page by having a meta tag inside the HEAD element:

meta content=”NOINDEX, NOFOLLOW” name=”ROBOTS”

Alternatively, you can use robots.txt file to inform search engines NOT to index the page.

Now you need not worry about getting banned from Google for duplicate content unless and until your intention is to decieve the search engine and get better rankings.

As long as Google doesn’t smell anything fishy, it will index only one version of the pages. So, you can have a peaceful sleep – not really worrying about robots.txt files.