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This particular search engine optimisation is usually defined as techniques that are used to get higher search rankings using unethical means. In general there is nothing unethical about the processes except for what the search engines have decided they think falls under this category.

In other words what might be considered ethical practices of pushing your blog or web site to the first page of a search for a particular keyword or set of keywords today could end up being considered unethical in a few week’s time. It all depends on how many Google toes clever SEO folk have stepped on as to whether search engine companies are annoyed or not.
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Once you have set up your blog and started populating it with content you need to take the process one step further. Remember that you will have chosen a set of keywords already and established the topic of your niche.

Now take this foundation and optimise it further. The questions that will come up will be what further keywords should you go after? What topics should you write about and what sites should you try to get links from?
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SEO stands for Search Engine Optimisation. SEO is the process of improving the volume and/or quality of traffic to a website or blog from search engines via natural search results. The most commonly used and known search engines in the USA are Google, Yahoo, Bing, AOL and Ask. Bing is Microsoft’s rebranded and upgraded search engine.

There are many more search engines but these are the big ones with Google taking 64.2% of the market, Yahoo 20.5% and Bing 8.3%. AOL and Ask share a few of the remaining bits.

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A comprehensive effort to build search engine traffic involves the development of inbound links from other websites and blogs that use specific words or phrases in the anchor text of those links. These specific words or phrases are the keywords you select as appropriate for your site.

There are two important reasons to develop a keyword driven link creation strategy. One is that you can develop a significant number of inbound links from various websites. The second is that because your links are coming in via your keywords the source of the links will tend to be on the same or similar topic.
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Here are a few concepts behind the power of links.

PageRank in general.
What is worth receiving a link from? Any site with a PageRank – PR – of 0 or 1 is useless. Don’t spend any effort on that. PR 2 is alright but not worth celebrating too much over. Aim for PR of 3 and 4. Higher than 4 is of course even better but as a start up blog it will be highly unlikely that you will be able to persuade higher ranked sites to link to you.

PageRank of the Home Page
It’s not always true that a site has the same PR on every page especially if the site got caught selling links on a previous occasion. Watch out for sites with high PR on their home page but once you look more closely at other pages on their site you find a great selection of PR 0. This is often the case for free directories/sites.
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The internet is an environment where participation is a key element to building ones presence. You may wish to purely build a presence for yourself but most often it’s about building the presence of your blog or site.

Part of the presence building process is to create links to your site. But it’s not just any links that you are looking for. Links need to come from sites that have at least a PageRank of 3 and preferably more. Receiving a link back from other blogs with a high PR will build your blog’s reputation.

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Although one of the more time consuming internet marketing strategies link building is one of the unavoidable tasks you have as an online marketer. To increase the rating of your blog or site you have to work on building links.

Creating a list is one of the key ways to building links. The online visitor loves lists. They are easy to read, often very informative and are great resources to make a note of. Social bookmarking sites such as Digg add to their popularity.
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How do links work? In a nutshell if you have a direct link to your site via a highly respected and high PageRank site such as the New York Times, Nasa, Google, Adobe or Microsoft for instance your site is a very important site.

Or that is how Google evaluates it. It’s along the same principle as some people who attach themselves to celebrities. They think by being associated with famous people, they will get famous themselves eventually. Of course, as you know, this doesn’t quite work as well as they think. But then that’s because the link isn’t that strong.
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The one advantage the internet presents to the marketer is that it is possible to track results immediately. All marketing and sales effort may be checked for their effectiveness and improved upon whenever necessary.

As much as it is easy to track results it does require skill to be able to evaluate the results and adapt your campaigns accordingly. What do the figures represent, what do they mean and how can your campaign be changed to maximum effect?

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The Google ‘Quality Score’ is calculated every time your keyword matches a search query — that is, every time your keyword has the potential to trigger an ad. Quality Score is used in several different ways.

The quality score may influence your keywords’ actual cost per clicks. CPC. It allows Google to estimate the first page bids that you see in your account. It lets Google determine if a keyword is eligible to enter the ad auction that occurs when a user enters a search query and it can affect how high your ad will be ranked

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