Search engine is a “software system that is designed to search world wide web to gather information”.
There are three basic components of search engine as following:
1. Web crawling
The “spider” will tell which pages to crawl and send particular information to index
2. Index
Multiple keywords that shows up in a database when user enter their query in search engine
3. Query processor
Represents Search Engine Result Page (SERP) to answer customer’s query in the index
Search Engine Marketing (SEM)
Search Engine Marketing (SEM) is “an action of promoting websites through search engine and encourage people to click through the website”.
SEM may adopt Search Engine Optimisation (SEO) and enhance pay-per-click (PPC) lists.
Search Engine Optimization (SEO)
Search engine optimization (SEO) is a process of improving the quality content of the website by deciding crucial keyword to achieve higher ranking in search engine result pages.
There are seven steps to SEO fitness which are:
- Goals
Companies must define the goals they want to achieve. They have to identify customer behaviour and set the goals accordingly.
- Keywords
Companies must identify prominent keywords that they want to appear in search engine to help customers find information easily
- On Page SEO
Get Your Website to “Speak Google”. SEO must be friendly with customers and Google where the website is capable to speak algorithm such as html tag, image tag and meta description
- Content Marketing
Create Quality Content for Google and for Humans. Companies must produce content that has purpose and relevant to customer. As the world keeps changing and evolving, they also need to update their content according to the current situation
5. Off Page SEO
- Build Links: Create website that links to your website
- Leverage on social media: The content must be up-to-date and generate positive review. Companies may provide link that leads to their website for higher ranking on SEO
- Go local: Companies should focus to their business location and create content that relates to stuff around the business
6. Metrics
Measure and Learn from Your Results. Companies must monitor the strategy that they establish to see if it’s actually improving and lead to a good result
7. Learn
Never Stop Learning! Companies need to acquire trusted source to obtain current and up-to-date information to remain on the top
Straight North is one of digital marketing agency that specializes in SEO. They are well-known for its award-winning search engine optimisation services. Many businesses choose Straight North for SEO solutions to increase traffic volume, leads and sales.
Black Hat & White Hat
Black Hat
Black hat strategies exploit deception and manipulation to achieve their goals and objectives. There are several Internet marketing strategies that associate with black hat including:
Keywords are used to acquire higher ranking on search engine result page although users might not get exactly what they want.
Web pages that are created to manipulate search engine indexes by redirecting the user to third party site.
3. Link farming
Group of websites that that represents hyperlink to others site of the group
White Hat
White hat strategies focus on producing relevant content, use keyword on website pages and quality inbound links.
Paid Search Marketing
Pay-per-click (PPC) is Internet advertising model to boost traffic volume on websites where advertiser pays for every click on the search engine.
Apple had deployed Google AdWords image extensions to search on various ways to use their iPad. The ad is incorporated with sitelink ad extensions that encompass direct response call-to-action and product information.
Analytics
Analytics is a “technique to assess and improve contribution of e-marketing to business such as referrals, clickstreams, traffic volume, leads and sales”.
Google Analytics
Google analytics is a web analytics service that tracks and reports website traffic. Its approach is to deliver in-depth data and high-level dashboard type of data. Google Analytics launched Real Time analytics that enable user to track visitors on the site.
Facebook Page Insights
Facebook provides dashboard to track activity and fans on Facebook page including Page Likes, Post Reach and Engagement.
Search engine has become valuable tools to help companies expand their businesses rapidly. With the help of search engine optimization (SEO) along with enhancement of Pay-Per-Click (PPC), Google provides valid and trustworthy information at the top of their page.
On the other hand, companies may undertake analytics to identify customer behavior from traffic volumes, leads and sales. Both of the tools contribute to businesses profitability and sustainability in the marketplace.
What do you think of search engine optimization, pay-per-click and analytics? Do you think these tools can help companies to improve their business? Let me know what you think in the comment section below. I would be very happy to hear your opinion and answer your question.
Sarah Erfina's Blog 
SEO and PPC have been very useful for companies to utilize. Companies will be able to provide valuable information regarding their products and services. Users are capable to access these information at the top of the search engine result page. Therefore, both companies and users will gain advantage from using these tools. I think you take good approach of these concepts with relevant examples. Keep up the good work.
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SEO & PPC have been very effective for businesses profitability and sustainability. Companies will be able to utilize these tools to execute marketing activities effectively and encourage customers to purchase their products due to easily accessible and trustworthy information at the top of the search engine result page. I am happy that you could understand my insight of these tools. Hope you will be able to use these concepts if you want to start your own business. Thank you for taking your time to read my article and gave positive feedback.
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This topic feels heavier than previous ones. It gives me insight on the different internet marketing strategies that is the black hat and white hat marketing. I do believe that SEO is one of the best ways for a company to achieve people traffic on their website despite it being hard as it is very competitive to get on Google’s front page. I believe SEO is superior to PPC as I tend to search for my natural results than ads
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You have a good point. I realize that the topic is more advanced and enhanced compared to the previous ones. I believe companies will be successful in their business if they combine all of this strategies. SEO is one of the most effective strategy to promote their brands and evoke customer desire to purchase and use the products. However, they will increase the opportunities of their brand to be more recognizable if they also use PPC.
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You are one of my favorite blogger! Your post is very informative. Which strategy do you think is more beneficial for the business? Thanks!
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White hat is definitely the best strategies where the companies that incorporate this strategy will promote or advertise their brand by producing relevant content and using keyword to facilitate the process of finding and know more information about the brand. Hence, it will be very beneficial for companies to adopt this strategy.
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Enjoyed reading your post! Very informative! Based on the Black hat & White hat theory, which one do you think you will adopt as a marketer?
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White hat is definitely the best strategies where companies will be able to promote or advertise their brand to compete with other competitors in a healthy and save environment. Customers will be able to see the value and more reason to invest, purchase and consume your brand since the brand communicate consistent and clear message to their target audience.
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Wow! I really enjoy reading your article, I also enjoy how you structured your article, makes reading easier! Do you personally recommend using google analytics for new business that is just starting out? Will there be a cost incurred when using these tools? Since new business’s budgets are often limited
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Personally, I would like to recommend google analytics to help companies understand customer behaviour and build their marketing strategies accordingly. Businesses should allocate the cost efficiently for this tool to help them develop their business and reap profits.
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