Search Engine Marketing
Whitehat Marketing
Some of the Search Engine Marketing tactics include: keyword stuffing, hidden text and links, doorway and cloaked pages, link farming and blog comment spam. White hat marketing applies the white hat SEO techniques, also known as ethical SEO. The white hat marketing implies that all SEO activities are carried out while conforming to the guidelines, rules and policies of search engines. It is an ethical guideline since all site managers abide to the written, as well as unwritten rules and guidelines for SEO. Some of these guidelines are: Black hat marketing involves SEO activities that are against the norms of search engines. It is effortful for the search engine alone to distinguish when black hat SEO is applied.
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It is difficult for the search engine alone to distinguish when black hat SEO is applied. Competitors can play a role by reporting cases of black hat marketing to the search engines, who will in turn ban or penalise the page. Despite the risk of ban, marketers still can go for black hat marketing because it helps in boosting up the page location in the search results. Search engine optimization (SEO) is the process of improving the saliency of a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results. In general, the earlier (or higher on the page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users. Search Engine Marketing may target different kinds of search, including impression search, local search, video search, academic search, news search and industry-specific vertical search engines.
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The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure. Another class of techniques, known as black hat SEO, search engine poisoning, or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that aggravate both the relevancy of search results and the upper-class of user-experience with search engines. Search engines look for sites that employ these techniques in order to remove them from their indices. Search Engine Marketing Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the late Web. Initially, all webmasters needed to do was submit the domainname of a website, or URL, to the various engines which would send a "spider" to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various cognition about the website, such as the words it contains and where these are located, as well as any weight for nonspecific words, and all links the website contains, which are then ordered into a scheduler for crawling at a later date.
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