A simple website owner suddenly hits it big on the internet and gets 10,000,000 hits on the internet.  Impossible?  Now it is possible with Search Engine Promotion. Search Engine Promotion is a process by which the different websites vie for increase in website presence through the use of search engines. There are two types of Search Engine Promotion: the natural or unpaid, and the search engine marketing (SEM) or paid target paid listings.  Search engine promotion may target different kinds of searches, namely: image search ( the search for pictures), local search ( the search for geographically constrained searches like local business listings), video search (the search for videos and movies), and vertical search (the search for industry-specific data).  Here are some commonly used Search Engine Promotion methods.

Getting Indexed is achieved when search engine crawlers of leading search engines such as Google and Yahoo use algorithms to find pages for their indexes.  Pages that are from other search engine indexes are then automatically found.  Some search engines like Yahoo have a paid submission service that guarantees inclusion in the database, but does not however guarantee rankings in searches by users.

Other methods of getting indexed include providing a reciprocal link, link farms, and  comment spam.  For reciprocal link for instance, in website A, there is a link to website B.  Likewise, in website B, there is a link to website A. Thus, websites A and  B then have to submit their sites to reciprocal link exchange directories so that they will have higher rankings among the search engines.  Thus, reciprocal linking plays an important role in Search Engine Promotion, because Google uses link popularity algorithms. On the other hand, one can create link farms by creating a hyperlink to every site in the group.  For comment spam, owners of websites can post random messages on guestbooks of frequented sites such as blogs and facebooks.  This then creates hyperlinks, and therefore more hits from the search engines.

 

Keyword stuffing is another form of Search Engine promotion.  This method is employed when the text of the website content is filled with keywords.  This is also often referred to as unethical search engine promotion, because a lot of webmasters have abused this method.  They have repeatedly put lines on the internet just so that they would make it in the rankings of search engines.  Thus, web masters must make sure that they use only the relevant keywords in their website content.

URL Normalization is another form of Search Engine Promotion.  This involves modifying and standardizing URLs in a consistent manner.  This enables determining whether two syntactically different URLs may be equivalent.  This prevents the search engine’s crawler to crawl at a website more than once.  This then allows the web browsers to determine whether the website has been visited or not.

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