More than 80% of the web-site visitors come from the search engines. Search Engine is a program that digs into the vast ocean of Internet and retrieves the relevant information that you are looking for. So, if you want to be successful in the cyber space, it is imperative that you understand the algorithm of the search engines. Search Engine Optimisation (SEO) services can help your web site become a favourite with the search engines.

SEO is described as the method of inviting more traffic and improving the page ranking of the web site. SEO uses various techniques to improve the ranking of a web site in search engine results. One of the most important techniques is that of Link building.

The web is a mesh of links and Google thrives on crawling of links. Also, its PageRank (PR) is a measure of links. So, when developing a linking architecture for your site, you must keep in mind that there are two kinds of links:

• Internal links
• External links

An internal link is a hyperlink which allows you to link to another section on the same web page. It helps you scroll the page up or down to the desired location. This is helpful for the users as they can quickly jump to the information they are looking for.

External links are the links that reside on pages that do not belong to your domain. They are the community tools by which the online community votes for you by linking to you. The more the incoming links to your website the more popular you get.

A factor that you must take into cognizance while link building is that your linking process should focus on quality links and not quantity. So, it is the popularity of the linked web site that needs to be considered. Unless the web site you link your pages to is popular, you cannot gain the benefits of link building. On the contrary, if your web site has a decent PageRank, but is linked to a poorly ranked web site, you may witness a fall in your page ranking.

Second, the contents of the shared links matter a lot. Search engines distinguish spam links from organic links by verifying the contents in each. If they find that the contents of the linked web sites are similar, they accept them as organic links. Search engines do not allow link farming.

Here are certain points about internal links you must know about:

• Proper internal linking ensures that the web pages are accessible to search engines.
• It also ensures that the pages are indexed properly.
• Internal linking decides the PageRank flow within the website.

So, you may have as many incoming links to your web page as possible from outside resources or may be from good PR pages of your site. This will improve your website ranking.

Linking Attributes:

• It is always beneficial to have a text link rather than a Graphic link because in a text link you can use keywords as the text on which hyperlink is given. In effect, you can make your anchor tag keyword rich.
• Search engines not only look at how many people are linking to you, but also how important they themselves are. They not only look at the anchor tag but also the text surrounding it. So, it is a good practice to use keywords as the internal linking text.
• If you are using graphics for making links, make use of the ALT attribute. ALT attribute gives the information about the image and where it is going to provide the link.
• Another important aspect of the internal linking of your site is the sitemap. A sitemap is a page that contains links to every page on the site.

Internal linking architecture

There are three forms that can be assumed while planning the sites’ internal linking pattern.

Hierarchical: Under this form of Internal linking, all the pages of the website are connected to the home page and home page is individually connected to all the pages of the website. However, there is no linking between the pages of the website.

Looping: In this form of Internal linking, a loop is formed by linking the home page to the primary page and the primary page to the secondary page and so on till the last page. The last page is then connected to the home page.

Extensive inter linking: In this kind of Internal linking, each page is connected to each other in the website.

The kind of Internal linking you wish to use depends on the objectives you are trying to achieve in terms of PageRank optimisation, user navigation ease, and site theme. Two categories of internal links that should be guarded against are: broken links and dead links.

Broken links are the links that are in the web site but do not open a webpage when clicked. They show some error. Dead links, on the other hand, are the links that do not open a webpage when clicked and also do not show any error. So, careful planning with setting up the information flow will go a long way in optimising the PageRank of the site.

In addition to link building, it is also important that you design the navigation structure of your site in such a manner that visitors are able to locate information quickly. For this, you must ensure the following:

• Always link the logo on a web site to the homepage.
• Place navigation system on the left or the top, just below the header.
• Have consistent navigation throughout the web site.
• Make sure that your web site contains the menu.

There are three types of navigations: left, top and centre. Out of the three, left navigation is the most common type of navigation.

A well optimised page typically can deliver thousands of targeted visitors to your web site every month.

Google has announced the launch of Google for Advertisers. Google for Advertisers is a place where all the information about the broad range of Google’s marketing solutions can be found. Also, the combination of tools can be explore and discover that best meet the advertiser’s own objectives.

Followings are the ways to get more from the website:

Know about more media platforms. It gives straightforward descriptions of all the Google’s platforms (like search, TV, the Content Network or mobile) and the various supporting tools. Anyone can learn about “how to reach the audience in relevant and useful ways across devices, locations and languages.

Marketing Strategies for different business domains: Here Google demonstrating the solutions in the context of “how they can be applied across all the stages of Creating an effective advertisers campaign”. This will help the advertisers to drive better ROI through their online marketing campaigns.

Marketing Examples. Marketing Examples on “How Google created wealth for businesses through Online Marketing Programs”.

Building of personal ‘toolkit.’ Advertisers can browse the site and find Google tools according to their interests; Tools can be added them to their online toolkit.

Google has recently announced a new type of conversion tracking through Adwords marketing campaign. This would make the conversion tracking more detailed and specific.

As stated by Google:

“We know different campaign goals often require different success metrics. If you want to drive online purchases, you probably look at the total number of sales, so if one person buys three items from your web site, you’d want to count three sales. But if you’re measuring leads, you may care more about unique leads, so if the same person fills out a lead form three times on your site, you’d want to count them only once.

To make it easier for you to manage campaigns with a variety of advertising goals, in the coming months we’re updating AdWords conversion tracking metrics in the new AdWords interface and other AdWords account management platforms (such as AdWords Editor and the AdWords API).”

This can be understood through an example: Let’s say a website is selling gardening supplies online and the webmaster has set up conversion tracking on his “Thank You page” and “Newsletter Subscription Confirmed” pages.

If a visitor clicks on the advertiser’s ad, buys something, then subscribes to his newsletter, the advertiser will see two many-per-click conversions (count each conversion that occurs after a click on ad), but just a single 1-per-click conversion (click leads to multiple conversions, counted only once) in his account. If the same customer returns to his site a few days later and buys a something again (but doesn’t click on one of his AdWords ads to get there), he’ll now see three many-per-click conversions, but his 1-per-click conversions will still remain at one.

By focusing on many-per-click conversions, advertisers will be able to more easily compare AdWords campaign performance with the performance of their other online advertising campaigns.

Google announced a sight change in the listing process of Local Business Center which will alter the way SEOs needs to manage assisting clients with all important verification process. Also, Google has added a new favoriting feature to Google Maps listings.

The Pin Number Verification Process is now more in Client’s hand

So far in Google local listings, we were getting a verification pin by creating the client’s profile on Google local business center. This pin is basically to verify the listing with the concerned authority. The pin was being provided to the clients later on so that they can verify their listings when Google calls. However, Google has made a slight change in this process and now Google is simply providing the pin number within the phone call. So, it’s is now completely in client’s hand to enter the pin whenever Google calls.

Stars in Google Maps

This is a recent change made by Google in the Map listings. If we search something in Google Maps then we will notice an outline of a star next to the business listings displayed. By clicking on star, users can add the listings as a favorite to their “MyMaps” page.

Look at the picture below:

- It might be a way to add all of favorite listings to a single page to make it fast and easy to check if they’ve gotten any new reviews or citations on a periodic basis.

- From SEOs perspective, it might be used to put all of the competitor’s listings in one place to follow what they are doing, especially if they are spamming.

- On a user level, people might use the favorites star to bookmark businesses they want to remember.

Twitter is planning to make their search better to create a better user experience. They are mainly looking to change the indexing pattern and criteria of indexing in tweets. They are actually looking forward to index links in tweets.

Currently search engines can’t crawl back-links on tweets. Twitter is now planning to make the search engines to crawl the links too along with text in the tweets. So that people can get real time twitter results in the search engines too. Especially it gives users better search experience to those who are looking for timely content.

With the booming Social media, Social sites are increasing day by day. However only few sites can stand in front of the world. Twitter is a nice social site which is recently made a mark in the web and also competing against the good and reputed social sites like Digg, Facebook, Myspace etc…

There is a Great tool called - Hootsuitefor Twitter analytics. This tool provides useful information on tweets, different profiles, interesting comparisons, online trends and many other interesting and useful details.

Look at the example below:

By observing the above stats we can draw some useful conclusions like received 122 clicks in a single day for the posted 10 URLs just by 40 followers only.

Recently Twitter has announced its integration with Google Friends Connect. Now Twitter can be accessed through Google’s friend’s network. This means you and your twitter network can stay connected no matter where you are on the web.

If someone join friends connect site, he can choose to use his twitter profile, discover people he follows on twitter and quickly tweet if finds any cool website.

This integration with Twitter is an example of how they want to continue improving Friend Connect, extending the open social web and bringing social features to more places on the web.

A new search engine Wolfram Alpha launched on May 18th 2009. It’s developed by Stephen Wolfram (creator of Mathematica)

It is basically a “computational search engine”. It’s completely a different concept of search. It’s not a competitor for Google or any other search engine.

As stated by the developers of WolframAlpha:

It displays results for different queries. It was really interesting. If you would like to watch that video just click below. Wait for few mints it will take time to load.

Watch the Real Search of Wolfram Alpha Video

Look at the screen shots of different searches on Wolfram Alpha to have a better understanding about this computational search engine.

Search for “integrate x^2sin^3 x dx” in WolframAlpha:

Search for “gdp france” in WolframAlpha,:

Search for “internet users in europe” in WolframAlpha:

Search for “springfield” in WolframAlpha:

This search engine displays results in a computed mathematical way. Watch the video to understand the concept of Stephen Wolfram. Feel free write your thoughts in comments.

In Order to analyze the campaign’s performance more effectively, Google has made the search query report more comprehensive and detailed.

Search Query Performance Report is used to analyze the search queries that trigger ads on Google.

In the Search Query Performance report till yesterday, we may have noticed that some of our traffic was grouped under a line item called “other unique queries.” This line encompassed queries with very low volume, often occurring triggering our ad only one or two times. However, some advertisers found that a significant portion of their spend was grouped under this heading, which made it difficult to manage keyword variations.

As stated by Google:

“Starting today, the Search Query Performance report will show all queries that resulted in a click, where the user has not specifically blocked their referrer URL. In other words, this includes all queries that you would see in your server logs or if you use a tool like Google Analytics. In requiring that the referrer URL be present, we are upholding our commitment to user privacy.”

As a result of this update, we can see longer lists of queries in our Search Query Performance reports, most of that will have very low traffic. We can analyze this data and take our decisions on keyword variations accordingly.

Google Recently Announced that

”We are excited to be able to make this update and believe that it will help make the Search Query Performance report even more useful. To learn more about running Search Query Performance reports, you can visit our AdWords help center.”

Customizable columns are one of the ways that new AdWords interface helps to manage campaigns more effectively. With customizable columns, we can select which metrics are most important to the business, and then quickly view those metrics in the campaigns.

To get started with the new AdWords interface, click on the Filter and views button in your account and select Customize columns.

From there we can see a variety of columns that can be added or removed from the account.

Also, we can see on the left hand side that the metrics are broken into two groups; Performance and Conversions. We will only see conversion columns if the Adwords Conversion tracking is enabled in our Adwords Account. Subcategories can be selected through the checkboxes.

As stated by Google:

“While on the topic of conversion columns, let’s go over the new conversion metrics. Last month, we announced an update to how AdWords reports conversions. Now, you can choose to see columns for many-per-click, 1-per-click conversions, or both.”

Getting back to the Customized Columns panel, take a look at the right side of the box, the Preview section. We can notice some columns are gray and others are green. The gray columns are fixed, so they’re always shown. The green columns are metrics we have selected to be shown. We can rearrange the order of these metrics by clicking and dragging them. This is great for setting up a side-by-side comparison for metrics like average cost-per-click and average position etc:

Also, keep in mind that columns vary across the different tables in Adwords, depending upon the metrics presented within each tab. For e.g. we can find a quality score column in the keywords tab, but not in the campaigns tab.