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Basics of Search Engine Optimization

Definition of SEO, SEM, PPC, Usability, ROI

Search Engine Optimization (SEO) is a natural process of optimizing your website to rank highly on Search Engine Results Pages (SERPs) for targeted keywords.

Search Engine Marketing (SEM) is a combination of marketing tactics such as PPC, Search Advertising and Paid Inclusion to attract targeted audience, increase traffic and convert a sale.

Pay-per-click (PPC) is an advertising method used on websites, advertising networks and search engines. Advertisers are charged for the clicks they get. PPC ads are generally placed near the SERPs. Pay per click is also known as Cost Per Click (CPC).

Usability demonstrates the ease, efficiency and effectiveness with which people can use a particular product such as computer, pda or website in order to achieve the end-goal.

ROI is an abbreviation of Return on Investment. ROI (return on investment) in SEO determines the profit or cost saving as a result of the total amount spent on the advertising and marketing efforts.

Major Search Engines

Google, Yahoo, MSN Search - Live, Ask Search, AllTheWeb.com, HotBot, Teoma, AltaVista, Gigablast, LookSmart, Lycos

Different types of Search Engines

In the early days, Search Engines were relying for the up-to-date information from the human-powered directories as well as the automated crawler engine. And some Search engines like MSN, Yahoo were relying on both the types to display the relevant information for the user query.

Crawler-Based Search Engines
Crawler-based search engines, such as Google, create their listings automatically. They "crawl" or "spider" the web, then people search through what they have found. If you change your web pages, crawler-based search engines eventually find these changes, and that can affect how you are listed. Page titles, body copy and other elements all play a role.

Human-Powered Directories
A human-powered directory, such as the Open Directory, depends on humans for its listings. You submit a short description to the directory for your entire site, or editors write one for sites they review. A search looks for matches only in the descriptions submitted. Changing your web pages has no effect on your listing. Things that are useful for improving a listing with a search engine have nothing to do with improving a listing in a directory. The only exception is that a good site, with good content, might be more likely to get reviewed for free than a poor site.

"Hybrid Search Engines" Or Mixed Results
In the web's early days, it used to be that a search engine either presented crawler-based results or human-powered listings. Today, it extremely common for both types of results to be presented. Usually, a hybrid search engine will favor one type of listings over another. For example, MSN Search is more likely to present human-powered listings from LookSmart. However, it does also present crawler-based results (as provided by Inktomi), especially for more obscure queries.