It’s very common for any business to have a website which they use mostly for advertising their products and services. A website to be successful should appear in the first page of the search engines. This means high traffic and sales.
This can be achieved with search engine optimization or SEO. This is a very effective marketing strategy which increases the quality and quantity of traffic flow to a particular website via search engines.
SEO determines with search algorithms what is popular and useful for the people. When a website link is submitted to a search engine, a spider crawls through a page to gather links which lead to other pages and stores those pages on the server of the search engine.
In the beginning, the search engine algorithms were dependant on the keywords, Meta tags, and index files provided by the Webmaster. Meta tags provided information about a particular page, but using them for indexing the pages didn’t prove to be successful as some Webmasters added irrelevant Meta tags to increase the number of hits and earn huge ad revenue.
They even changed the HTML of the web pages to achieve a good rank for the page. But this was a case of abuse as it fetched irrelevant pages.
Search engines then began utilizing complex ranking algorithm, which was difficult for the webmasters to manipulate so as to provide web surfers with genuine results. The rank of the web page was calculated mathematically by functions using the strength and quantity of the inbound links.
The higher the rank of the page the more chances it had to be viewed by a person. Later algorithms were developed which considered various other on-page factors such as rank and off-page factors such as a hyperlink.
Since the webmasters couldn’t manipulate the page rank, they began exchanging, selling and buying links, which lead to link spamming and even creation of numerous sites dedicated for this purpose.
Algorithms became more complex by every passing day and top search engines kept their algorithms a secret. As the cost of SEO increased, advertisers were roped in to pay for it, which finally resulted in high-quality web pages.
Although investing in SEO is very fruitful, but at the same time is risky because without any prior notice the algorithms being used are bound to change and the search engine will stop directing visitors to the page. Many consultants are available in the market that provides SEO services.
Now, search engines like google are very smart. They changing often their algorithms and making the searching better. There is no reason to use Black-Hat techniques for your website because pretty soon the search engines will penalize it. You will lose the high ranks of your website. Not so good for your online business and your website.
Advertising Methods
A very common method is the Google Ad Words. They explore ads which have words typed in the search box by the surfer. Also, there is the concept of Pixel advertising, which is a graphical kind of advertising. Depending on the pixels, space is sold to the advertiser.
A very effective method is the Keyword advertising. You can create targeted ads with the help of keywords. You know what people searching for, and create the most effective, profitable ads.
Online Advertising
Online advertising is very popular. Many corporations, companies, and business have taken advantage of this and you can see ads on any web pages you visit. A consumer can go to any search engine and type the keyword relating to what they are looking for and hit search and they will be provided with a huge list from which they can select.
This is a very cost-effective and time-saving method of advertising.
It has become really easy for any business to have a personalized website by which they can advertise, directly interact with the customer; provide details about their product and services. Regular newsletters, offers, discounts can be pasted on site to increase the interest of the website visitors.
Since it’s easy to reach any kind of audience and any kind of business, the possibility of misuse is always there. Based on this Internet advertising is classified into two kinds of advertisement, legal online advertising, and illegal online advertising.
Legal online advertising includes online advertising directories, search engine advertising, e-mail advertising, and desktop advertising. Illegal advertising is more commonly known as spam.
This is usually done with the help of external applications and pop-ups ads are sent to a particular network or computer.
The external applications are known as adware or spyware. Some of these are really harmful, the most famous being Trojans, which are very hard to uninstall and remove from the system.
Effective Ads
With the increase in technology, special effects are being used to make the advertisement more interesting. Vivid colors, good page layout and lots of imagination are involved.
Depending on the technology being used to design advertisements can be classified into various categories.
Banner ads are animations displayed on the website usually created in HTML or Eudora. There is a range of type and sizes of the ads. Trick banner ads are banner ads that have an extra functionality of dialog boxes and buttons and are displayed as an alert or error message.
A pop-up is an advertisement displayed in a new window that covers up the active web page. A pop-under advertisement opens in another window that is under the active web page and can be seen after the present window is either closed or minimized.
Interstitial ads are those that are displayed before directing over to the desired page.
Wallpaper ads form the background of the web page.
The ads that float on the screen are known as a floating ad.
Polite ads download at a low pace without interrupting the normal functioning of the website.
An ad that enlarges and changes the contents of the page being displayed is known as expanding ad.
Advertisements which are displayed in a video form on a website is known as a video ad.
There are many ways by which advertising slots can be purchased on the Internet like CPM, CPV, CPC, CPA, CPL, and CPO. CPM or cost per mil means that the advertiser is meant to pay for a particular number of people to whom the advertisement will be exposed.
CPV or cost per visitor means that the advertiser is meant to pay for the people to whom the advertisement was delivered. CPC or cost per click means paying for the number of clicks made on the advertisement by the visitors. Although the advertisement is put up on the website, the amount is paid only after the visitor clicks on the URL of the advertisement.
CPA or cost per action means that the advertisement publisher bears all the charges of advertisement, but he gets paid only if the visitor clicks on the advertisement and purchases a product or signs-up for a service.
CPL or cost per lead is similar to CPA, only that the visitor doesn’t have to necessarily buy anything; he or she can simply apply to get regular newsletters and special offers. CPO or cost per order is where the advertiser pays each time an order is placed.
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