| Search engines are tools which are created in | | | | using paid inclusions which is a fee that the |
| order to search for information on the World | | | | owner of a website will pay to a search |
| Wide Web. A person using a search engine | | | | engine in order to be placed regularly on |
| types in what they are looking for, this | | | | rankings for the chosen keywords. Some people |
| could be something like "Computers for sale" | | | | do not agree with this form of search engine |
| and the search engine will then find all the | | | | marketing as it is seen as paying for |
| websites and pages that are relevant to that | | | | advertising space and some search engines do |
| search. A search engine performs this search | | | | not allow it. |
| by using 'crawlers' or 'spiders' which will | | | | |
| crawl through the text on websites and pick | | | | Are there any more forms of search engine |
| out which ones contain the words in the | | | | marketing? |
| search. Sites which have the exact word match | | | | |
| "Cars for sale" will rank highly in the | | | | There are many different forms of search |
| results and ones which only have "cars" for | | | | engine marketing and everyone will have been |
| example in them will rank less highly. | | | | the target of email marketing at one time or |
| | | | another, if not every day. This form of |
| This high ranking is of key importance to the | | | | search engine marketing can be very |
| owners of websites as they want to get as | | | | frustrating as sometimes you may have used a |
| much traffic to their websites as possible, | | | | search engine to find out about a subject, |
| especially if they are selling something. | | | | and at one point inputted your email address |
| This is where search engine marketing becomes | | | | to get more information. This can trigger a |
| crucial to a websites success. Many people | | | | barrage of spam emails advertising some |
| will use Search Engine Marketing to improve | | | | service or product to buy. |
| the search engine result pages, or SERPs, for | | | | |
| their site. | | | | Pay per click is another popular form of |
| | | | search engine marketing where an advert is |
| What are the different methods of search | | | | placed on a search engine in the hope that a |
| engine marketing? | | | | user of that search engine will click through |
| | | | and go onto to advertisers website. These |
| Search engine marketing can take many forms, | | | | advertisements appears when a keyword is |
| and probably the most favoured method is SEO, | | | | entered into a search engine that matches a |
| or search engine optimisation. This is a way | | | | keyword on the advert, or a page is clicked |
| in which the theme of the website is | | | | onto who's content is relevant. These adverts |
| represented in the text of the site by using | | | | can be very frustrating and there is no way |
| keywords. These keywords are the words that | | | | of preventing them from appearing. |
| are thought to be the ones used by people | | | | |
| performing searches. In order for a crawler | | | | Search engine marketing is like any other |
| to pick up on these words they must be used a | | | | form of marketing, there to grab the reader's |
| number of times during the text. This is | | | | attention and get them to go into a new |
| known as the keyword density of a body of | | | | website. It is important to know the tricks |
| text. The usual keyword density is 2-5%, | | | | of search engine marketing order to avoid |
| although some sites will go as high as 7% - | | | | going to websites that are just trying to |
| this technique however is seen as keyword | | | | sell something you don't want. However, when |
| stuffing and this can have the opposite | | | | used properly search engine marketing is a |
| effect on a websites rankings. | | | | fantastic way of getting traffic to a |
| | | | website. |
| Another search engine marketing technique is | | | | |