Search engine optimization Marketing and advertising Providers – An Overview

The process of increasing and improving the quality or volume of traffic to a particular web site from the search engines through natural search results is known as search engine optimization or SEO.

The logic is that the site which appears earlier on the result list of a search, generally get more visitors from the search engine. Search engine optimizers generally target different kinds of searches like local searches, image searches, industry specific searches etc. This gives a web presence to the websites.

As a strategy for internet marketing, SEO considers the working of search engines and the things people search about on the internet. Optimizing websites basically involve editing of their HTML codes and editing its content in order to relate it to certain, specific keywords and remove any barriers which prevents indexing by the search engines.

Leading search engines like Google and yahoo generally use crawlers to search for pages for their algorithm based search results.

The pages which are linked from other indexed pages don’t require to be submitted as they can be found automatically. Search engines like Yahoo operate paid services which guarantee crawling of website either for a fixed cost or on pay per click basis, these programs guarantee inclusion of the web page in database, but don’t guarantee any rankings in the search results. Yahoos paid program has drawn a lot of criticism from many competitors and advertisers.

Yahoo has two major directories, the Open Directory Project and the Yahoo directory and both require human review and manual submission.

Google on the other hand offers webmaster tools, in which XML sitemap feeds can be created and then be submitted for free, in order to ensure that all concerned pages can be found

The crawlers of the search engines may consider a number of factors while crawling a site and the search engines also do not index every site.

In order to avoid unwanted and undesirable content on the search indexes, the website owners can instruct the crawlers not to crawl over particular directories or files through the robots.txt files domains root directory.

A page can also be excluded from the database of a search engine by providing meta tags to the robots.

When a website is visited by a search engine, the first file to be crawled is the robot.txt file in the root directory, this file instructs the search engine robots about which page should not be crawled, but since the search engine stores cached version of these pages, it may sometimes crawl pages which a website owner does not wish to get crawled.

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