Search Engine Guru :-

1. Introduction to Search Engine Optimization


A search engine is the most effective tool that can bring a prospective customer to your

Company website. Millions of web visits are initiated daily through one or the other
search engine to locate information or sources of supply. This is considered to be the
most effective and targeted channel for you as a website owner to acquire a hot lead.
Businesses all the over the world spend a huge sum on designing, building, maintaining
and promoting their websites.


1.1 SEO plan and objective


Online advertising and marketing budgets have also soared. Relative to these, the
investment required for getting traffic through search engines is much lower. However, as
search engines have millions of pages in their coverage, it is important to have a proper
approach to using this channel effectively.

The art and science of understanding how search engines identify pages that are relevant
to a query made by a visitor and designing marketing strategies based on this is called
search engine optimization. Search engines offer the most cost effective mechanism to
acquire "real" and "live" business leads. It is found that in most cases search engine
optimization delivers better ROI than other forms such as online advertisements, e-mail
marketing and newsletters, affiliate and pay per click advertising, and digital campaigns
and promotions.
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Before you begin to develop your own strategy and implementation plan to optimize your
website for improved page ranking, you have to reflect on what is the major objective of
this initiative. Is it your objective to attract more visitors to your site or convert more
persons from being a visitor to a loyal stakeholder in your business? The dot com mania
period showed a marked change in evaluating a website's success in terms of number of
eyeballs that it could collect, without taking into perspective what these eyeballs or site
visits meant to the organization. That has changed by now, and most companies realize
that critical to a business unit's success is sticky visitors, loyalty and ultimately the
impact this has on its bottom line.
Valuing a website in terms of what advertising it can attract and sustain is no longer the
benchmark or performance indicator; what is certainly more important is what the site
does to acquire and retain new and existing customers.

As search engines have several million pages that are available on the world-wide web, it
is necessary to use specialized techniques to match your web page with the algorithms
and ranking criteria that such engines use, thereby improving the chance of catching the
limited attention span of the visitor.
The first step that advertisers and marketing professionals need to take to apply
optimization techniques to a website is to articulate the objective and characterize the
visitor, the desired visitor experience and outcome. The optimization plan should evolve
out of this.

1.2 Defining the SEO budget

The word optimization is by itself suggestive that the plan should balance the initiative
and the budget so as to get cost effective results. If the stakes are high, it may sustain
higher advertisement and paid listing options. How much would you like to spend on this
exercise? If the budget is limited, the expensive options of several advertisements, linking
programs, directory listings will have to be forsaken and attention given to getting the
best results from limited but focused efforts. The key metrics to this program is to assess
the ROI it delivers: marketing dollars vis-à-vis measurable benefits to the organization.

This guide provides comprehensive and wide-ranging information on the complete

process of setting up a paid content subscription website right from scratch. It explains in

detail all aspects - how to plan, create, launch, market and monitor a paid subscription

website.

Return of the sanity to the Internet ­ Cash is king!

The dot com bubble is perhaps reflective of similar gold rush mania in the history of

enterprise. Suddenly the established tenets of business were thrown to the wind and

everyone would talk of the "new economy". Having an internet presence and attracting

visitors was considered success without any consideration to whether value was delivered

Purchase at . 

and whether customers paid for the privilege. Eyeballs, and not cash, were the currency.

Eventually sanity has returned to the Internet. Cash is king. Value has to be delivered.

Having a visitor or even a sticky visitor is not enough, the visitor should become a buyer

and should pay for the offering and should receive value for what he is paying.