Important keywords and descriptions should be used in your content in visible Meta tags and you should choose the words carefully and position them near the top and have proper frequency for such words. However it is very important to adopt moderation in this. Keyword stuffing or spamming is a No-No today. Most search engine algorithms can spot this, bypass the spam and some may even penalize it.

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Several pages in e-commerce and other functional sites are generated dynamically and have? or & sign in their dynamic URLs. These signs separate the CGI variables. While Google will crawl these pages, many other engines will not. One inconvenient solution is to develop static equivalent of the dynamic pages and have them on your site. Another way to avoid such dynamic URLs is to rewrite these URLs using a syntax that is accepted by the crawler and also understood as equivalent to the dynamic URL by the application server. The Amazon site shows dynamic URLs in such syntax. If you are using Apache webserver, you can use Apache rewrite rules to enable this conversion.

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Sometimes pages have a Meta refresh tag that redirects any visitor automatically to another page. Some search engines refuse to index a page that has a high refresh rate. The meta refresh tag however does not affect Google.

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Avoid image maps without text or with links. Image maps should have alt text (as also required under the American Disabilities Act, for public websites) and the home page should not have images as links. Instead HTML links should be used. This is because search engines would not read image links and the linked pages may not get crawled.

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There are some engines whose spiders won’t work with frames on your site. A web page that is built using frames is actually a combination of content from separate “pages” that have been blended into a single page through a ‘frameset’ instruction page. The frameset page does not have any content or links that would have promoted spidering. The frameset page could block the spider’s movement. The workaround is by placing a summary of the page content and relevant description in the frameset page and also by placing a link to the home page on it.

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When you use tables on the key pages and if some columns have descriptions while others have numbers, it is possible that this may push your keywords down the page. Search engines break up the table and read them for the content the columns have. The first column is read first, then the next and so on. Thus if the first column had numbers, and the next one had useful descriptions, the positioning of these descriptions will suffer. The strategy is to avoid using such tables near the top of the key pages. Large sections of Javascripts also will have the same effect on the search engines. The HTML part will be pushed down. Thus again, place your long Javascripts lower down on key pages.

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Realizing the importance of links and link analysis in search engine results, several link farms and Free for All sites have appeared that offer to provide links to your site. This is also referred to as link spamming. Most search engines are smarter to this obvious tactic and know how to spot this. Such FFA sites, as they are known, do not provide link quality or link context, two factors that are important in link analysis. Thus the correct strategy is to avoid link spamming and not get carried away by what seems to be too simple a solution.

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Many Search Engines have now started offering paid placement programs in addition to their already existing programs. When someone searches for a specific term, the listings show up in the order of highest bidder first, second highest bidder second and so on. If two companies bid the same amount, the first bid gets priority for the listing and will be listed first. Such programs are called Paid Placement Programs or Pay-per-click programs. You only pay when someone clicks on your listing and is delivered to your website.

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• Search Engine Marketing campaigns are effective for increasing web site traffic quickly.
• Pay-per-click programs will allow you to quickly test the ability for your web site to convert visitors to a call to action or make a purchase.
• You will be able to identify which keyword phrases will provide the best conversion rate.
While ordinary search results frequently include links to non-working pages, home pages with irrelevant content and filler listings, paid search content ensures a user will gain quick access to relevant sites of interest. Since each listing is displayed by either a keyword search or relevant text link, you are ensured only visitors with interest are being sent to your site. Thus, pay-per-click programs offer a more targeted approach.
The most prominent and successful Paid Placement programs are Google Adwords and Overture.
In 1998, Overture was the first to charge advertisers to be listed in its search results. Now, all the major search companies have jumped in. So-called paid-search revenue grew 40% last year, to $1.4 billion. It’s now up to 23% of the $6 billion Net advertising market, which shrank 17% last year, according to analysts’ projections.
Placing ads near search results offers the simple appeal of the Yellow Pages, but with different economics. Overture made $78 million last year on $668 million in sales, about half of the paid-search market. That’s more than Yahoo made on $953 million of revenue, largely from traditional online ads such as banners. Paid search also pushed search specialists LookSmart Ltd. and Ask Jeeves Inc. into profitability in the fourth quarter. And the biggest potential initial public offering of an Internet company this year is Google Inc., which began offering pay-per-click search last year. Search ads will make up the lion’s share of Google’s revenue, estimated at $350 million to $400 million.

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Google offers a paid placement program called Google Adwords. Paid listings in Google appear above and to the side of its regular results. Like most Paid Placement or Pay-per-click programs you are charged a fee only when a visitor clicks on your listing. There is a $5 activation fee for this service and there is no monthly minimum fee.
Some advantages of Google Adwords are:
• Your price is automatically lowered to one cent more than your closest competitor.
• No one can lock in the top position because user click through rates and CPC determine where your ad is shown. The most relevant ads rise to the top.
• Google offers a unique set of tools to forecast your budget and select target keywords.
• You can target your ads to users in a specific country or only to speakers of a specific language.

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