There are several typical tasks every search marketer has to deal with on the daily basis. The most popular of them are: researching keywords, optimizing keyword positioning across Web pages, submission to search engines, checking rankings, searching for link partners, launching and controlling PPC campaigns, and many others.

SEO software such as Web CEO allows for managing several websites at the same time, and carrying out the full cycle of promotion activities, including the pre-analysis (market and niche research) and post-analysis (evaluation of results). Also, it provides smart ways to spy over your competition and copy their effective promotion techniques.

You can use the Free Edition of Web CEO to perform most of the operations. Moreover it can be used for more Internet marketing purposes beyond the bounds of search engine optimization. However, some functions are available in the professional (paid) editions of Web CEO only.

At this point, before delving more deeply into the subject, let’s define some main terms. Online marketing deals with websites and Web pages, search engines, email and the Internet as the base of the World Wide Web. All of these areas are used to advertise and sell goods and services.

Referencing the original Wikipedia encyclopedia project definitions of our basic terms, they are as follows:

The World Wide Web (”WWW” or simply the “Web”) is a system of interlinked, hypertext documents that runs over the Internet.

The hypertext documents, or Web pages, reside on Web servers - special computers that receive requests for Web pages and can “serve” them to the requesting side.

Each Web server, or host, has its unique global address used to find it over the Internet. This address is called an “IP address”. A typical IP address looks like four numbers separated by dots. For example, 63.146.123.0 is the address of the server where google.com is situated.

Each server can hold one or many websites. A website (or Web site) is a collection of Web pages, typically bound to a particular domain name or subdomain on the World Wide Web on the Internet. A website is identified uniquely by its domain name, e.g. www.brokencode.com.

Domain names are translated into IP addresses by the global DNS - domain name system. That is, when you type www.brokencode.com in your browser, the latter first sends a DNS request, and receives the IP address of the server where www.webceo.com is hosted. The browser then connects to that server directly and asks for Brokencode’s home page.

Each website is composed of many Web pages. A Web page is a document, typically written in HTML, that is always accessible via HTTP, a protocol that transfers information from the website’s server to display in the user’s Web browser.

So when a new business is born on the Internet, or when an established brick and mortar enterprise goes online, it starts by creating a website. This is done by purchasing a domain name from an organization accredited to sell domain names, e.g. godaddy.com or register.com. Also, some hosting space must be purchased, so that there’s some server ready to store the website. Then, several Web pages are created and linked to each other to make up this website. Finally, the website is linked to the domain name so that everyone can type this domain name in a browser and view these pages.

With a Web browser, a user views Web pages that may contain text, images, and other multimedia and navigates between them using hyperlinks. A client program called a “user agent” retrieves information resources, such as Web pages and other computer files, from Web servers using their URLs.

Most commonly, the user agent is a kind of Web browser: Internet Explorer, Mozilla FireFox, Opera, Netscape, or the program that you use to view this lesson. It retrieves content from remote Web servers and displays it on your computer. You can then follow hyperlinks in each Web page to other World Wide Web resources, whose location (including their domain name) is embedded in the hyperlinks. The act of following hyperlinks from one website to another is referred to as “browsing” or sometimes as “surfing” the Web.

To find a Web page, you can always type its address in the address field of your browser. But what if you don’t know the exact address, or want to find all Web pages from different websites on a particular topic?

This is when you use a search engine or directory for the search. There are 3 top search engines: Google, Yahoo! and MSN (Windows Live Search). These search engines are most preferred by Web surfers and every site owner strives to get included in their databases. If people can find your website through search engines, this search engine creates an invaluable source of traffic for you, which translates into income if you sell goods or services.

Actually, search engines are very numerous and differ according to how they work. There is one final point we’ll look at, and that is the use of email for your online marketing activity. The topic is email marketing and using this form of communication to send goods and service offers to clients.

Electronic mail (abbreviated “email”) is a store and forward method of composing, sending, storing, and receiving messages over electronic communication systems.

Email predates the Internet; existing email systems were a crucial tool in creating the Internet. Email was quickly extended and became additional and highly useful tool for the online marketers.

Email Marketing and other forms of Internet Marketing are depicted in this course to select and master your niche for a future online business.

Nowadays, the Internet marketing industry has become a complicated and branchy science involving a great deal of theoretical knowledge in combination with applied techniques. As a science, it ranges from browser-side and server-side programming and coding on one end to marketing and economics on the other.

Internet marketing means the use of the Internet to advertise and sell goods and services. It includes Banner and Text Advertising, Email Marketing, Interactive Advertising, Affiliate Marketing and Search Engine Marketing (including Search Engine Optimization and Pay-Per-Click Advertising).

Our first stage of the Internet Marketing course will start with Search Engine Marketing (SEM) as a specific area of an online marketers’ business. Mainly, its purpose is to increase targeted traffic from search engines via organic search engine ranking, paid listing and advertising. Here you’ll be shown the main principles of Search Engine Optimization (SEO), link building, and paid advertising campaigns.

Actually, every successful search engine optimizer should be aware of top search engine demands and consider them while creating website and improving on-page and off-page factors for Web pages. There are numerous important factors influencing search engine ranking of a Web page. The SEO division of the course provides profound and consecutive lessons depicting each step of your optimization work. Search Engine Advertising is the last topic of the SEM Stage.

There are certain methods that go beyond SEM that can help improve your site online visibility. These include, for instance, creating and spreading a banner / ad network and / or paid link partnerships, as well as email marketing and building affiliate relationships with other websites.

Email marketing is an independent branch which has to be dealt with separately and does not have much in common with SEM. Email marketing is a subject of our next stage and there we will provide insight into the main direct mail campaign steps and guidelines.

Banner networks relate to SEM as long as they touch upon your link popularity (which is a component of SEM).

In the following stage you’ll study the Affiliate Marketing division of Internet Marketing. It is a popular method for promoting web businesses when with few marketing dollars marketers can establish a presence and earn a profit recruiting affiliates. Such partner networks can grow with your company business projects and add its profit to your marketing budget.

The most vital stage of the whole course is Web Analytics. Its role can be hardly underestimated as Web Analytics is an essential measure for continually improving web business performance, advertising campaigns, organic search engine results, ranking positions and others. Generally, Web Analytics deals with the traffic already generated at the previous stages. Its primary goal is to improve traffic quality and enhance conversion.

Although it is possible (and advisable) to understand every theoretical aspect of Internet marketing, in practice you may do much better by specialization in a specific area or technique and simply start your Internet Marketing business. Our last stage provides a proper and clear scheme about how to estimate your potential, find a niche, manage projects and promote your services as online marketer, SEO consultant, etc.

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When the page has no Meta description tag, Google appears to display a description that is almost always the start of a sentence that happens to contain the keyword phrase as opposed to a snippet grabbed from the middle of a sentence. This is interesting, as they often used to just grab the first instance of the keyword phrase, which didn’t always make for a nice snippet. Grabbing the start of a sentence definitely makes the SERP itself look nicer and I commend Google for displaying things this way currently. If the page is listed in DMOZ and lacks both the description and “NoODP” Meta tags, Google will also sometimes display the DMOZ description for a page.

Sandbox and aging delay are similar in meaning and many SEO experts use them interchangeably. Aging delay is more self-explanatory – sites are “delayed” till they come of age. Well, unlike in legislation, with search engines this age is not defined and it differs. There are cases when several sites were launched in the same day, were indexed within a week from each other but the aging delay for each of them expired in different months. As you see, the sandbox is something beyond your control and you cannot avoid it but still there are steps you can undertake to minimize the damage for new sites with new domains.

The formula to calculate your keyword density on a webpage for SEO purposes is (Nkr / Tkn) * 100. Where Nkr is how many times you repeated a specific keyword and Tkn the total words in the analyzed text. This will result in a keyword density value.

However, there are a lot of tools which automatically takes entire text from your webpage and removes html tags to calculate the keyword density for you, such as Keyword Density & Prominence Analyzer 2.5 among others.

~Wikipedia

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