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Search engine marketing has two broad areas. On one side is
search engine optimisation (SEO). This is where a website owner reviews and enhances their website architecture and content
in order to make it more 'friendly' to the search engines. Many people ask what they have to do to make their website
more search engine friendly. The answer is that there is no one thing, as the search engine algorithms (that decide a page
ranking) have over 100 different parameters - the key is to 'tick' as many of these parameters as possible. The main things
are to ensure that the search engine spiders are able to index all of the pages within a website (dynamically driven
websites can often cause problems), and then to ensure that the pages contain a significant amout of relevant, text rich
content. Other factors that effect a website's search engine friendliness are: link popularity (number of other websites
that link to them), and keyword rich Title tags, Alt tags and to a lesser extent, Meta tags.
This website is dedicated to the other form of search engine marketing, known as Pay Per Click (PPC) also known as pay for
performance (PFP). This is where a website owner can pay to be included within the search engine results for their chosen
keywords and they pay a cost per click (CPC) for each visitor that they receive. The advertiser specifies how much they are
prepared to pay for each visitor, and their position within the results is fully or partially determined by this value.
This website attempts to provide a comprehensive guide to the setting-up, tracking, reporting and optimising of PPC
campaigns. Whilst we try to keep this website regularly updated and we hope that you find the information useful, the PPC
sector continues to develop at a fast rate, so it is possible that some of the information that you will read here may be
out of date. Therefore, please use this website for general guidance purposes only, as we cannot accept any liability for
the content contained here.
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© 2006 Turma Ltd |
