SEO (4) Limitations of Study

Limitations of Study

This study serves as a guideline to search engine optimization and search engine marketing. The inferences derived in Chapter II, Chapter III, Chapter IV, Chaper V and Chapter VI are based on independent research and data gathering. Due to the proprietary nature of search engine relevancy algorithms, the process outlined may not incorporate all possible optimization and spamming techniques. This manuscript specifies guidelines pertaining to these techniques which are valid as of October 2005. As search engine technology evolves, many of the specified optimization techniques may be rendered as spam by search engine companies.

The study should be used to enhance knowledge relative to the subject so that the reader can identify and concentrate on specific optimization techniques. Internet Marketing Terms Before one considers the potential of search engines as a marketing tool, one should become acquainted with internet marketing. Internet marketing like any other marketing is based on the basic principle of marketing – Make a sale to the consumer.

The key terms associated with internet marketing are:

1. Visitor: Internet users who visit a website

2. Targeted visitor: Visitors to a website who are interested in what the site has to offer

3. Publisher: Any individual/organization that offers advertising space on the site

4. Advertiser: Any individual/organization interested in buying advertising space on websites

5. Affiliate: A website that provides internet traffic to another website in return for a commission in sales

6. URL: Uniform resource locator is the global address of documents and other resources located on the internet

7. CTR: Click through rate is the number of clicks divided by the total number of impressions of the advertisement over a period of time

8. Above the fold: The portion of the webpage that is viewable in a browser without scrolling

9. Affinity Marketing: Marketing strategies based on established buying patterns

10. Click Tracking: The process of tracking and auditing visitors referred by the publisher’s website to the advertiser’s website. This is done by setting a cookie on the visitor’s browser that records the publisher, the link and the payment rates

Source : SEARCH ENGINE OPTIMIZATION AND MARKETING by Binoy Varghese hal 11-12

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