Any Google Page Rank and General SEO Stuff?
Hi There,
I’m looking for some info on how to improve my google page rank and optimize my website overall. I just released a a new joomla site, but don’t really know what to make it more search engine friendly.
I’m not looking to load all kinds of invisible text and other illegitimate stuff, I really want to do it by the books.
Any thoughts would be greatly appreciated…
from Link Building you get more results
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SEO Basics – Starting With Search Engine Optimization Basics
SEO basics start with the composition of the words on your pages and what intrinsic value they offer your audience. The first prerequisite of SEO is understanding the basic correlation of content composition and the impact that content has on rankings respecitively.
Relevance is the underlying criteria that search engines reward, if your content is specific, informative and manages to acquire click through traffic, then your pages have the trappings of becoming popular which is a component to acquiring a top 10 ranking.
Aside from the title tag, (the main tag you use to describe the content of the page) and the links that endorse your content through back links (links from other sites)and the copy (which is completely under your control). There are fundamental guidelines you can adhere to that will assist you in keeping your content on topic to elevate topical relevance.
What are Search Engines?
Search engines are a cataloging system that are essentially transparent in their composition. Search engines are expected to glean information and organize data from thousands of unique industries, compile that data and then, based on the fetch command you issue as a result of you entering a boolean query in the search box are then expected to retrieve the most relevant result.
Understanding the premise of how search engines function rather than struggling to adapt and muscle your way up the SERPs (search engine result pages) is far easier instead.
Through appeasing the laws of their construction (the mathematical algorithm, teamed up with it’s ability to gain contextual artificial intelligence like phrase rank algorithm, search engines have the ability interpret the context of your pages.
Your focal point is simply to provide the ideal (relevant) result according to their ranking criteria. Which falls into three categories.
These three measuring sticks search engines use to assess content in addition to semantic synonyms and related phrases are called allinanchor, allintitle and allintext.
Talk about green widgets enough on your page, they know your page is about green widgets (allintext), placing it in the title is also a great way to signal the plane (allintitle) or get enough links from other pages that say your site is about green widgets and even if it is or not, it can potentially rank for that or related phrases (allinanchor).
That in a nutshell is how SEO basics play out according the the search engine spiders (the little programs that scour the web looking for new or exciting information to report back to the index).
The next part of SEO basics will cover how to ensure that your content is spider friendly or how to invite search engine spiders to skim, index and rank your content.
In closing, the gist is (1) make your titles unique (2) keep your writing style focused and use key words (words containing the phrases you want to rank for) as well as develop as many on topic links from other sites to cement your position in the search engine result pages.
Just writing about it on your site is not enough, unless you sites has hundreds of thousands of strong links pointing at in, in which case it can rank on the title tag alone. That is called website authority and is yet another topic we will be covering in the future.
The most relevant search result is the one that makes it to the top 10. There are no secrets involved, just logical relevance, but popularity counts so don’t just write dry content.
The whole exercise of SEO is to get traffic from people. Since people pay the bills and not spiders, make sure you have something worth saying and they will take notice and pass it along.
Otherwise, you are only helping your competition by leaving your guests hungry or thirsty for more topical information about your subject. In which case, they will simply return to the search engine and click the next result in the list. So, the bottom line is user engagement aside from topical relevance and traffic.
Jeffrey L. Smith is a seasoned Seach Engine Optimization Consultant who offers strategies from their company blog including tips on Search Engine Optimization Promotion ,link building, marketing and positioning strategies. Call (866) 471-5377 for a FREE SEO Analysis or visit their SEO blog and subscribe to the RSS feed.
Article from articlesbase.com
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SEO – How To Optimize Your Site Navigation
Discussions of the techniques that can be used to search engine optimize your site navigation so you can make more money from programs like Google Adsense.
Sometimes you have optimized your website with high-paying keywords (for a program like Google Adsense) but you can’t seem to get any one to visit them. What is the problem? When nobody seems to be visiting your site it’s big bad news as it means that you will not be making any money from your pay-per-click programs. Optimizing your site navigation is all about enabling visitors to move about your site. The more your web site visitors have the opportunity to click on something that interests them on your site the more of a chance you have of making money off of them.
The best way to increase your earnings is to somehow get your readers off of your lower earning pages and onto your higher earning pages. Writing persuasive ad copy and providing a link on each of your website pages to your highest earning page is a sure way to get them to move to where you want them to go so you can make some Google Adsense earnings. Copy that convinces people to click on these links include words such as “free” or “limited time offer.” Studies have also shown that people respond to the words “free download.”
Perhaps the hardest part of this is to come up with a phrase that makes them want to click on your website. This involves using your ingenuity. It is also not necessarily one of the most intellectual of exercises. One of the most successful catch phrases used to get people to click on the Internet was the Fart Button. The caption was “Click to hear this fart. You know you want to.” If something like that works to get a website droves of business then you might have a better chance of finding a buzz phrase that makes you click by consulting your twelve year old kid rather than a professional advertising copywriter.
Chris Angus
http://www.articlesbase.com/internet-articles/seo-how-to-optimize-your-site-navigation-121596.html
Categories: Off Site SEO Tags: 12, Ads, advertising, an, and, Article, Articles, at, be, best, BET, better, BIG, business, buzz, by, chris, com, copy, copywriter, CT, discussion, download, earn, engine, for, fu, get, google, Hat, high, higher, how, how to, html, in, increase, internet, is, Key, keyword, Keywords, link, links, MA, make, makes, making, money, more, New, News, now, nvi, Of, Off, on, one, onto, opportunity, optimize, Optimizing, page, pages, Part, per, Pr, Professional, program, programs, search, search engine, search engine optimize, seo, site, Success, tech, Technique, techniques, Than, The, them, this, to, us, use, Using, visitors, way, we, web, website, what, wil, with, Word, words, work, works, Writing, www, You, your
Information That Counts:- Web Marketing.
I am astounded by the foolishness of a few people. There, I revealed it. I am not going to say any names in this post because the very last thing I desire is difficulty, but I am going to relay a tale that just occurred at a forum I frequent. One purpose of popup adverts is to invite web traffics into a promotional site. It is a classic example of shooting yourself in the foot. This occurs when a certain site has been viewed by a visitor, whereby pop up windows are permitted to appear.
The ad will persuade the visitor to go to a certain site so as to get some freebies or to know some handy info. When the visitor is forced to go to, he would give it a try thru clicking it. However, for your ad to reach millions thru a straightforward net search, you have got to use S.E.O methodologies in the advertisements themselves. Ever spotted how many classified adverts, indexed articles, and PR releases show up in search lists? Free classified internet sites pop up typically in search lists, and typically in the first page or two of results. The same applies for all your online selling activities. Using S.E.O strategies in articles that are posted to article databases is among the most well-liked internet site promotion strategies today, and for excellent reasons.
These article databases also have extraordinarily high page ranks that make allowances for any well optimised article to instantly hit the search sites. For each company looking to push online, there'll be a different mixture of methods which should yield the most satisfactory results, dependent on product, brand, target audience and more. The services they are going to offer should ideally include : Email Selling Forum and blog promoting PPC campaigns landing-pages Conversion tracking and metrics Ebooks and bum marketing services promotional release distribution Optimized content creation Social networking and bookmarking Video and audio content and promotion As well as the trusty on and offpage optimization needed to get the search engine positions. It is just by grasping your company and the requirements of your future clients an appropriate online marketing campaign can be designed, tested and utilized. Now, with the upward push of social networks, and the move away from static to dynamic content, virals, and the increase in renown of video and audio have meant that any company with too narrow a focus when thinking about promoting strategies can only achieve so much.
What are you missing? You won't make anything if you don't understand how to go about the entire process. What I see beginners do is try to earn income, and earn more money without learning. Major cock-up! You would like to build a tolerable business right? You wish to be well placed to cash in massively right? Well you will not be well placed to till you become a student of the industry. Sounds pretty dull right? It could be initially.
Categories: Social Media Marketing Tags: advertise, an, and, Article, article databases, Articles, at, be, Beginner, blog, book, bookmark, bookmarking, bum, business, by, campaign, cash, Class, Classified, com, company, content, content creation, CT, data, database, den, design, dynamic, earn, engine, Example, extra, First, for, force, fu, Future, get, Got, Hat, high, hit, how, how to, in, increase, index, Industry, instant, internet, Internet Marketing, internet site, is, landing, learn, list, MA, make, market, marketin, marketing, marketing services, mass, methods, money, more, names, Need, network, networking, now, nvi, Of, Off, offpage, on, one, online, online marketing, online selling, optimization, optimize, page, page optimization, page rank, pages, per, ping, post, ppc, Pr, promo, promoting, promotion, rank, Release, results, search, search engine, search lists, search site, selling, sem, service, services, Should, site, sites, social, social network, Social Networking, strategies, target, ten, The, them, this, to, traffic, us, use, Using, video, video audio, viral, way, we, web, Web Marketing, web traffic, what, wil, windows, with, work, working, works, You, your
Why Invest In Web Marketing Software.
Its major purpose is either to tug up web traffics into a particular promotional site or to draw e-mail addresses that are crucial in creating enormous contact lists for email advertisement campaign. Pop-up advertisements, dependent on the way in which they are used, are extremely handy in online marketing. Its use can be helpful, dangerous or worthless so it is vital to have information on how it can be employed efficiently. One point of pop up adverts is to invite web traffics into a promotional site. This occurs when a certain site has been viewed by a visitor, whereby popup windows are permitted to appear. This could become a bottomless pit into which to thrown cash, especially if the company being employed to attain the aims required is only truly expert in S.E.O . Not only do they try to generate valuable and fresh content for the customer ( or counsel on the right way to do this ), but they employ a variety of secrets and processes to deliver consistent, prime quality traffic to a domain, and increase the quantity of conversions from each action to maximize the potential results. S.E.O and SEM are only 1 system to employ in a promotional program, and lots of the great IM firms take a holistic view to promoting a domain, company or product set.
The services they're going to offer ought to include : E-mail Selling Forum and blog selling pay-per-click campaigns destination pages Conversion tracking and metrics Ebooks and article promotion services promotional release distribution Optimized content creation Social networking and bookmarking Video and audio content and promotion As well as the trusty on and offpage optimization needed to get the search engine positions. For each company looking to plug online, there'll be a different mixture of secrets which may yield the most satisfactory results, dependent on product, brand, audience and more. Sitting back on the sidelines and doing nothing is meaningless. You'll have bad days! Some days you'll want to give up and never look at you Computer or portable computer each again. Always remember this also. I also think and really feel that these are the days your personality is made. This implies you do not have to quit your job or take your buddies and relatives for granted as you are learning the way to do online promoting. You've got to option to take a month of daily lessons or take evening classes, or perhaps have it on weekends. Stuff like selling communication, consumer research, patron behavior, web display promoting, search engine optimization, internet marketing, blog selling, e-mail promoting, visual selling, rich media interactive and advertising are some bits of web selling that you are going to learn in a top selling online marketing course. You also have the choice to have yourself joined up to an internet college.
The same's correct for all your online marketing activities. But for your ad to reach millions thru a straightforward web search, you've got to use S.E.O methods in the advertisements themselves. These article databases also have awfully good search engine rankings that make allowances for any well optimised article to immediately hit the search websites. Using S.E.O methodologies in articles that are posted to article databases is among the most well liked web site promotion strategies today, and for excellent reasons.
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Pop Up Adverts And Its Part In Online Marketing.
I claimed it. I am astonished by the foolishness of some folks. It is a classic example of shooting yourself in the foot. I am not going to say any names in this piece because the very last thing I desire is difficulty, but I am going to relay a tale that just occurred at a forum I frequent. So it is really important the popup adverts must be easy in appearance, yet still attractive and convincing to the eye. Another point of popup windows is to generate emails helpful for list building.
It asks if the visitor would wish to receive newsletters about the stuff they are promoting. It can be done in either opt-in or non-permissive way. This level of thinking has far too often been backed up by SEO firms who could see a fast buck in optimizing a web site and ranking it, regularly for utterly obscure terms, to satisfy the purchaser without teaching either the consumer or themselves in the finer points of web marketing. This may become kind of a bottomless pit into which to thrown cash, especially if the company being employed to achieve the aims needed is only actually expert in S.E.O . Usually , once ranked on the search websites, the customer reveals that small has changed in the way of traffic, enquiries, sales, brand profile, and the like and looks for further help to extend the results from every aspect of the site promoting, and generate a ROI. What are you missing? You won't make anything if you don't know the way to go about the entire process. S.E.O and SEM are only 1 system to deploy in a promotional campaign, and plenty of the great IM firms take a holistic view to promoting a domain, company or product set. What I see newbies do is try to earn income, and earn more cash without learning. Real booboo! You wish to build a supportable business right? You wish to be in a position to cash in enormously right? Well you will not be well placed to till you become a student of the industry. Sounds pretty dull right? It could be initially.
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New York Seo, Search Engine Optimization and Internet Marketing
Promoting a state versus promoting a product requires different mindsets. In the first case, a state encompasses many facets – downtown, historical attractions, museums, demographics, environmental initiatives, industrial zones and many other topics that would interest visitors.
In the second case, promoting a product imposes a narrower focus. You feature the product – how it’s manufactured, how it can benefit users and sellers’ payment options. Since selling a product is more concentrated, the target audience is defined and sales objectives are more clearly established.
Promoting a state is a more complex activity, whether or not it’s for the public sector (city governments) or private sector (travel agencies or tour organizers).
State or product – different approaches, different outcomes. Both, however, share a common thread. For any type of online promotion or advertising to work, search engine optimization must be the guiding principle.
SEO for state of New York
Why is it important for New York-based companies and organizations to use SEO strategies?
Reason: to attract the correct target audience so that web site operators and owners can pull in substantial traffic. To pull in substantial traffic, the web site must look professional, comply with search engine requirements (look and feel), offer quality content, and encourage repeat visits or convert visits into points of sale.
If the city government, for instance, wants to promote the best spots to visit in downtown Manhattan, its web site must zero in on the downtown core by using keywords that are frequently used by people when looking up New York. The following elements therefore must be featured with relevant information (this is not a comprehensive list):
Statue of Liberty
Central Park
United Nations
Soho
Metropolitan Museum of New York
Cornell University, Vassar and NYU
Wall Street
New York Subway
Chinatown
The boroughs (Brookly, Long Island, Bronx, etc)
Sloan Kettering Cancer Center
And many other spots that a first-time visitor would be curious about. You’ve heard the phrase “content is king” hundreds of times. An excellent SEO strategy for a web site promoting New York would be to provide useful information that not only fulfills the tourism need, but also covers history, operating hours, and even testimonials.
What do people want to know when they’re planning a trip to the Big Apple? Hotels and restaurants obviously. An SEO expert would probably contact a few major hotels and ask about reciprocal links.
Take a restaurant entrepreneur in Manhattan who does brisk business. If he averages about US$50,000 a week from walk-in customers, imagine how much more his restaurant could make if he had a web site that ranked well with the search engines. This means his retaurant would make it to the first two pages of say Google or Yahoo every time a surfer types “New York restaurants” or “places to eat in Manhattan” on the search engine box. This is proof that his SEO provider knew what keywords to target and used a number of ways to attract visitor traffic.
In addition to foot traffic to their physical locations, businesses in New York could increase business by also establishing an online presence powered by good SEO practices.
The present economic crisis and fierce competition make SEO indispensable. Business people are not the only ones who benefit. Here are some individuals/groups/organizations that could use SEO to their advantage:
Investment brokers
Doctors
Psychologists
Antique collectors
Hobbyists
Symphony orchestras
Student credit unions
Environmental lobbyists
Restaurateurs
Spa operators
Massage clinics
Fashion consultants
Tour operators
Insurance companies
Real estate agents
Pet supplies store
Chambers of commerce
As you can see from the list, there’s a New York SEO package for everyone!
Joel McLaughlin
http://www.articlesbase.com/seo-articles/new-york-seo-search-engine-optimization-and-internet-marketing-678563.html
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Does Your SEO Service Know About Unethical Practices
There are sites that have been temporarily or permanently banned from search engines for practicing of black-hat SEO techniques. As the search engines try their best to provide the most relevant and useful results to the users, the reaction of search engines against malpractices of SEO is easily understandable. The retribution is a constructive step taken by search engines to avoid any irrelevant and manipulated search result. Moreover, the SEO services that claim to achieve top ranking for websites adapt many unethical methods of search engine optimization to make easy money. But, the consequences of hiring such SEO services are always devastating. In a nutshell, the future of your website as well as your online business is at stake if you are not aware of the SEO practices that can lead you to a catastrophe.
Basically, the SEO services are designed to enhance the online visibility of a website that can generate relevant and target traffic. But, there is always a wide gap between optimization and manipulated optimization. Optimization is a natural process of applying SEO techniques for high rankings in search engines, where as manipulated optimization is something considered illegal by search engines and should be better avoided. Basically, manipulating keyword density, Link spamming and duplicate content are the basic forms of SEO malpractices.
Keyword Density
The most considered topic in SEO is keyword. All link building techniques and content development strategies are developed around keywords. Moreover, the search engine results are also based on keywords. Hence, many SEO services go to the extent of over-optimization with keywords to secure high ranking of their clients’ websites. Keyword stuffing is the common and widespread unethical technique of SEO and can result in serious penalties for the websites. Generally, 3-7% keyword density is considered ideal including their use in title of the page, body of the content, headline, subheadings and link texts.
Link Spamming
Assuming the number of links to an essential factor responsible for higher rankings of a website many SEO services go for building links from link farms and other irrelevant sites. Sometimes, the search engines have reported spam even with reciprocal linking. Natural link building is the best option if you want to be in a safe zone in link building. Any kind of link spamming is like inviting penalties from the search engines. It is important to note that for major search engines such as Google, it is the quality of incoming link that adds value to a website.
Duplicate Content
It is the basic SEO rule that content should be unique. Duplicate content means having two pages on the web with same content. Search engines glare at the websites that copy content from other websites. A website having two pages with similar content is also treated as duplicate.
Doorway pages or redirection is another form of SEO manipulation.
Search engines simply don’t like any unethical use of SEO and determine penalties for the websites according to the intensity of the crime. Hence, SEO services should comply with the search engine norms for long-term positive results.
sarda Sheldon
http://www.articlesbase.com/internet-marketing-articles/does-your-seo-service-know-about-unethical-practices-729329.html
Categories: On Page SEO Tags: Add, alt, an, and, another, Article, Articles, at, Basic, basic seo, be, best, BET, better, building, business, by, com, content, content development, copy, CT, den, density, design, development, easy, engine, engine optimization, Engines, even, for, fu, Future, get, get traffic, google, Hat, high, higher, html, important, in, internet, is, Key, keyword, Keyword Density, Keywords, link, Link Building, link building techniques, linking, links, MA, make, market, marketin, marketing, methods, money, more, natural, now, Number, nvi, Of, on, one, online, optimization, other, page, pages, per, Pr, Practices, Quality, rank, ranking, rankings, reciprocal, report, results, search, search engine, Search engine optimizati, Search Engine Optimization, Search Engines, seo, seo service, SEO Services, SEO Techniques, service, services, Should, site, sites, strategies, Stuff, take, target, tech, Technique, techniques, TEMPO, ten, text, The, title, to, top, traffic, unique, us, use, ware, way, we, web, website, Websites, with, Word, words, www, You, your
The Common Goal Of SEO And Paid Search Advertising
The goals of both Search Engine Optimization (SEO) and Paid Search Advertising are geared towards the same direction. Their services aim to help convert a quiet traffic stream into a busy information highway. This means new clients on a daily basis due to increased traffic and visibility.
Search Engine Marketing
Search Engine Marketing (SEM) definitely refers to both advertising and optimization methods. Internet advertising to most marketers is primarily about having control over position, keywords, listing copy and visitors’ landing pages. Optimization, on the other hand is about coming up with a website design that can easily be crawled, indexed and well-ranked by major search engines.
There are several types of SEM services including search engine advertising, paid submission for directories, search engine optimization marketing and aggregators marketing. Search engine advertising includes the Paid-For- Placement (PFP) or the Pay-Per-Click (PPC) program as well as contextual advertising. A placement on the result pages of the search site and within its distribution network is guaranteed upon payment. The key factors of this type of advertising are keyword research and selection, bid price, effective ad copy and traffic landing pages.
Paid submission actually applies to directories. In this type of marketing program, the website owner pays for a human based review of its site although inclusion is not always guaranteed. The site is usually included from 7 to 14 days depending on the directory. The success of paid inclusion is largely determined by the selection of the category as well as the title and description of the business.
Search engine optimization aims to produce organic and natural results through the design and creation of spider-friendly websites. It is basically a science of keywords placement, content enhancement, site structure and link popularity campaign that is expected to maximize the probability of attaining top ranking. It is considered the heart of all SEM campaign notwithstanding the fact that more and more business developers tend to forget its importance. Although it is not impossible to achieve very swift results, an optimization process usually takes a few months to have its goal realized.
The aggregators or price engines have made it a lot easier for online shoppers to get the information they need about required products and their associated price. They are able to offer a broad range of pricing and features. Chances of success are maximized through pricing strategy, product availability, product description and shipping rates.
Online businesses are facing tough decisions on setting a budget for online marketing specifically for organic search engine optimization. Paid advertising is very much in demand which accounts for quickly eaten up budget. More often than not, depleted advertising budgets are readily remedied by providing a new budget. The same cannot be said for SEO budgets as campaigns tend to end as budgets are exhausted. SEO is apparently not getting the respect it deserves since the success of organic optimization is a lot more difficult to measure. The real value of the keywords that make the rank will be better seen as more improved and cheaper analytical tools become available.
Statistics would show that there are at least two offline sales generated for every online sale that occurs. Research reports reveal that a large percentage of searchers complete their purchases in offline retail stores. This is considered a direct result of their search activity.
Telemarketing and other forms of leads generation have been sending signals of a saturated market. This has prompted many companies especially the manufacturers to turn to the web to get new leads. Finding a prospect usually starts with a paid search strategy which eventually evolve into SEO. Maximum results are obtained from the combined strategies only if companies commit to make SEO a part of their long term marketing strategy. The ultimate measure of success of Search Engine Marketing is generating leads and closing sales.
The Search Environment Under SEM Strategies
Majority of the marketing budgets from small businesses are dominated by paid search. The smaller a company is, the higher its reliance on paid search and the higher the percentage of total spending. SEO is quickly overtaking spending on banner ads for manufacturers as focus is shifted to training existing web team staff and education on the creation of content that is optimized for search engines.
The first half of 2006 can be considered a period of expansion, growth and significant change in search marketing. Never have there been as many online options available to advertisers and their agents like now. Search has become a part of the mainstream marketing consciousness, but there remains much room for innovation and invention. This development has presented a dilemma for the traditional search marketing sector.
There are at least three major search related marketing venues existing: the traditional organic search results, the paid search advertising market and the social networking sphere. Each of these venues use some form of search as a distinctive guide towards finding information while a tremendous amount of integration and interaction exists between them.
The SEO sector is being overshadowed by the PPC market and at the same time being challenged by social networking. Major search engines constantly strive to improve and innovate on methods that would correctly rank web documents. This is the very reason for the fundamental changes seen in organic search engine optimization.
SEO focuses on a myriad of on-site and off-site issues such as hosting, link acquisition and competitive research. An increasing number of applications are being added for organic search results. The dozens of on-page elements which SEO works on makes it more complicated due to the time involved. However, fresh and focused content remains the single most reliable element of a successful website.
Paid search advertising has been experiencing a rapid growth as a sub-sector of the industry, propelling Google and Yahoo! to the front of the pack. It continues to undergo several forms of expansion to allow more and newer options for advertisers. The distribution of paid ads to third party web properties is a very interesting aspect of paid search advertising. Click fraud detection and advocacy is closely associated with this particular venue.
The social networking atmosphere is touted to be the most fluid search marketing venue. It is expected to be a preparatory step towards transition in web-interactive development. It is currently taking place in an environment that is tagged as Web2.
Danny Wirken
http://www.articlesbase.com/communication-articles/the-common-goal-of-seo-and-paid-search-advertising-69164.html
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Search Engines, the New Walmart for Local Travel Economies?
The Information Age dawned with the internet, the reason the sun is still shinning on this age is the inception of Search Engines. We are now, all of us in their debt or held hostage for our access to information.
Looking for information in years past meant a trip to the library, looking in card catalogues, periodical indexes, etc. The information was arranged alphabetically, giving no more or less importance to minor or major works or sources. Today, the search engines have the difficult task of trying to organize and prioritize a much larger pool of pertinent information to help the researcher. In order to do this they have had to adopt certain criteria for choosing which material or web sites to present first for a given search query. The systems and criteria are having profoundly negative impacts on small businesses. The travel industry is a good case in point as even in the remotest “inbound” locations (travel destinations) throughout the world the internet and ability to create a web site are available. The same can be said for the other side of the coin. “Outbound” services (travel agencies) with the help of the internet allow an agency for example in Japan to be able to send American tourists to Europe. There in lies the problem.
In order to be “found” easily on the internet, a company or web site must come up on the first one or two pages of search engine results for a search query. People generally don’t have the time or willingness to search much further. The search engine companies necessarily need to choose criteria for their “ranking” of results in order to be of the most service to their clients. They must also battle companies who try to manipulate the criteria in order to raise the ranking of a web site undeserving of a higher ranking. There is an entire industry devoted to doing just that. It is called “Search Engine Optimization” or SEO. There job, often costing tens of thousands of dollars is to manipulate the search engines rankings. There is a war going on between people who want to buy their way into preferred rankings and the search engines who are trying their best to deliver fair and accurate search results. The criteria and tactics of search engines have been evolving, but four basic criteria seem to be surviving.
Compelling content, traffic, links from legitimate related websites and dynamics and age of a web site.
Large international travel agencies and dot com travel sites appear at the top of search result rankings because they receive a large quantity of traffic and their large marketing budgets allow them to use “pay per click” advertisements which appear at the sides of search results to enhance the traffic still further. These companies sell travel to every corner of the globe and receive traffic for people looking to go to every corner of the globe, unlike a locally owned web site which would receive traffic only for people interested in their one particular location.
The net effect of search engines criteria for ranking websites on local travel companies, the inhabitants of travel destinations throughout the world is to bury their company’s web sites near the bottom of search results, making them basically un-findable. Not being able to draw customers directly to their business they are often forced to work for the large international agencies whose web site is available on the first couple of pages of a search result or pay dot com travel sites for the ability to be seen. If the inhabitants of a destination are working for an international travel agency they are providing their services for a huge discount to their actual world value. If they are paying a Dot Com travel site their net earnings are also discounted.
Every day another international travel agency announces “their” new tour of some precious travel destination. These agencies make money marketing destinations throughout the world, but share none of the responsibility for the impact their clients will have or for the care of the immediate environment, nor do they pay taxes on the profits they make to the government which has the responsibility for the care of that destination. It would be as if someone offered tours of your neighborhood, promoted it on the web, made money from these tours, but had no responsibility for the maintenance of your streets, nor care about the impact tour buses would have on the general quality of life in your neighborhood.
There was a time before the existence and world wide use of the internet when these travel agencies provided a valuable service to their clients. They were accountable for their client’s experience and could offer the same level of service and accountability to destinations throughout the world. This provided a sense of security for the traveler. Now, the value of that “homogenized” service is debatable. With the rise of many popular travel review websites, anyone anywhere in the world can know before they go into whose hands they are intrusting their vacation (www.cometogalapagos.com)
Dot com travel sites are essentially new age telemarketers and present an opportunity to large international travel agencies where they can pay for a preferred location within those sites. Small local companies can not afford the fees for preferred placements within dot com travel sites which occupy many of the first results for a search engine query regarding travel and again, just as international travel agencies make money marketing destinations throughout the world, they share none of the responsibility for the impact their clients will have or for the care of the immediate environment, nor do they pay taxes on the revenues they earn marketing a specific destination to the government of that destination.
Part 2- A Case Study of San Cristobal, Galapagos
Part 3- Solutions for both travelers and local governments
Rick Schleicher
http://www.articlesbase.com/exotic-locations-articles/search-engines-the-new-walmart-for-local-travel-economies-686811.html
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