The key thing to understand about how search engines work is that they index pages, not websites. In that regard, every page rises or falls on its own merits. On-page search engine optimization is an important factor for every single page on your website. So too is off-page optimization or link building.

That means that any inbound links you have pointing to a page are going to be considered by the search engine algorithm for the purposes of PageRank and ranking. While inbound links from other websites will carry more overall weight, if they are good links, you can't discount internal links. Those will often be your first inbound links to every page. But the most important inbound link to your website (indeed, to every page on your site) is that first inbound link from elsewhere.

No web page at all will get crawled and indexed without at least one inbound link. If your site is up and ready and has a great internal link structure but no inbound links from anywhere else then you all you have is a great site in a vacuum. It won't get crawled. You need at least one inbound link from somewhere to any page on your site. Then, that page will get crawled and every page on your site linked to from that page will get crawled as well as any pages linked to from those pages.

Once you get that first page indexed then any inbound links from within your site will get crawled and the other pages indexed. That doesn't mean you should build one inbound link from somewhere else then stop. But it does illustrate how critical that first inbound link is to your website.

After that first link, your internal site navigation links are pretty much like any other inbound link. They'll be judged on anchor text, link age, domain age, page age, relevancy, and all the other factors that every other inbound link is judged by. Do they pass PageRank? Yes. Do affect PageRank? Yes. But if you're sitting at PR 0, how's that going to help you?

When it comes to link building, you need to think long term. Build a diverse link portfolio, but don't count out your own website

Viral marketing has changed a lot over the years. In the early days marketers would write tons of articles and distribute them through article directories, attracting thousands of links in a few days. The reason this worked is because those marketers were able to write great articles that publishers didn't mind printing. And they put their own links at the bottom in the author's resource box. That was good promotion.

Other forms of viral marketing sprung up as we entered into the new millennium. Article marketing still works, but now viral marketers have blogs, video, social media, and a collection of friends built up from doing business online. Even ad networks can become a viral hit if done right.

The way viral marketing works, no matter which medium you are operating in, is you - the marketer - produce great content that gets people excited about something. It can be an innovation in technology, something funny or controversial, or anything that people will respond emotionally to. It's got to have some kind of emotional appeal. That's the attraction.

If you are really good at producing something with emotional appeal then people will link to it. They will also share it with their friends. Soon, it takes on the qualities of a virus and spreads on its own. Good viral marketing campaigns spread so fast you hardly notice it happening. That's when you know you've done your job as a marketer and you've done something to be proud of.

In the past, business used the Web  primarily for Brochure Web Sites. These are  simple web sites which provide information about the business, its products and services.

Even in those early days of the Web, having your web site found and visited was a significant obstacle due to the number of web sites online. Thus the advent of Search Engine Optimization (SEO). Today, the user generated content of Web 2.0 has caused an explosion of content on the Internet, making it even more difficult to "Be Found".

Why Search Engine Optimization
Search, using Search Engines, is still the most popular method to find the products, services and information required by Internet users. Therefore, if your web content is to be discovered by Internet users, obtaining good visibility in Search Engine Results Pages (SERPs) is imperative.

What is Search Engine Optimization?
Search Engine Optimization is the process of fine tuning web sites, Blogs and other online content to achieve visibility by obtaining rankings in the first three pages of Search Engine Results Pages (SERPs) for a particular keyword or keyword phrase.

The Black and White of SEO
Search Engines have "Terms of Service" which outline the techniques which are acceptable to improve the visibility of web site content in the Search Engine Results Pages (SERPs).

Black Hat SEO are the techniques used by unethical companies and consultants to trick the Search Engines into giving web content high visibility in the SERPs, when in actual fact it has not gained the required relevance and authority for inclusion. Black Hat SEO can actually get you unlisted and banned from major search engines like Google.

White Hat SEO are the techniques used by ethical companies and consultants to improve the development and quality of web content so it will obtain high visibility in the SERPs within the guidelines set out by the Search Engine's "Terms of Service".

The Search Engine Algorithm

An Algorithm has been defined by Princeton University as "a precise rule (or set of rules) specifying how to solve some problem".

Although the Search Engine Algorithms evaluate numerous On-page (located on the web page itself) and Off-page (not located on the web page itself) elements to determine SERPs placement, the two primary elements of the Algorithm's evaluation are Relevancy and Authority.

Topical Relevance
Search Engines determine Relevance by evaluating the keywords and phrases used in the Search Query and comparing those keywords to web pages indexed in the Search Engine's database.

On completion of an analysis process which evaluates numerous On-page web page elements, the Search Engine delivers the results considered to be most relevant to the searched topic.

Topical Authority
In addition to Relevance Search Engines also factor in how authoritative the web content is perceived to be.

The Search Engine Algorithms evaluate numerous Off-page elements to determine how authoritative an item of web content is. The two primary factors determining authority are the number of links leading to the web content and the age of the Domain Registration.

On-Page Optimization
The purpose of On-page Optimization is to develop web content that is highly relevant to a specific topic through targeted keyword use.

The fundamentals of On-page Optimization are Keyword Research and the integration of keywords into web content in a Search Engine friendly manner. Although you are developing content which is Search Engine friendly, the first consideration must be for the human users.

The principle of On-page Optimization is the development of high quality topic relevant content which captivates the web site visitors' attention.

Off-Page Optimization
The purpose of Off Page Optimization is to increase the Authority of your web content. Increasing the Authority of your content is much more difficult and time consuming than optimizing for Relevancy. The primary technique used to improve Authority is developing a network of inbound links to your web site and content (Backlinks).

Search Engine Algorithms view Backlinks as a vote of confidence in the web site and its content. Similar to an election, the more votes, the more perceived confidence in the candidate, which in this case is the web site. In many cases the content with the most Backlinks has the highest visibility in the SERPs.

Search Optimization - Process Outline

A brief outline of the major considerations of any Search Optimization Program includes:

Web Site Analysis: A review of the web site's development code to ensure web sites are easily accessed and indexed by the Search Engines.

Keyword Research and Analysis: Research into the terms used by Internet users to find products, services and information. A couple of tools you can use for this are WordTracker and Google Insights for Search.

Keyword Research and Analysis also investigates the competitive environment surrounding the keyword or phrase such as:

How many web sites are targeting the keyword and phrase

The strength of the currently ranking web pages

Content Development: Developing well structured, keyword rich, content is a primary function of Organic Search Engine Optimization. The On-page Optimization of your web page with topical well integrated keywords is the most powerful Search Optimization technique you control.

Link Building Program: Link building is one of the most time consuming Search Engine Optimization tasks. However, it is a task you cannot do without. A Link Building Program includes numerous methods to obtain inbound links to your web site:

Giving other web sites a reason to link to you is imperative to the success of your Link Building program.

Web sites link to good content which is relevant and beneficial to their own web site visitors.

Developing high value, highly relevant content in Blogs, Online Press Releases and Article Submissions is the most effective Link Building technique available.

Other Link Building techniques include:

Directory Submissions

Social Bookmarking and Social Recommendation Sites

- Digg
- Stumbleupon
- Delicious

Request links from complimentary but non competitive web sites

Naturally, you want to link your Website to your Blog and your Blog to your Website. In fact, you want to link every element in the Web 2.0 marketing graphic to every other element possible building a spider web of links and cross-links.

Word of Caution: Beware of so called "SEO Experts" that promise you hundreds of links in a short period of time. Although they do exist and can get you short-term increases in the SERPS, "link farms" can get you unlisted and banned from major search engines like Google.

The Search Engine Optimization Program

The Search Optimization process is complex and time consuming. How you approach your business's SEO Program will depend on the human and financial resources available to your company.

Out Sourcing SEO
Out sourcing your Optimization Program to a Search Engine Optimization Consultant is often the most cost efficient and productive method to achieve your desired Online business objectives.

There is no denying Search Optimization is complex and ever changing. SEO Consultants work in the industry on a daily basis, noting the changing search environment and developing the experience and knowledge to recognize the problems and opportunities for business web sites.

It is this experience that only a SEO Professional can offer, the average business owner may have the will to develop, initiate and complete an Optimization Program, but rarely has the insight into the industry to ensure a positive result for the time and resources required.

In House SEO
In many cases the expense of a SEO Consultant may be beyond the budgeting constraints of the business. In these cases completing the SEO program In House or using a Hybrid In-house/ Outsourced combination may be the solution.

Before you initiate an In-house solution consideration must be given to the human and financial resources required. Do you have the expertise? How will working on a SEO Program affect your ability to complete the core business tasks required to keep your business running?

Should your business opt for an In-house solution it is imperative from the outset to identify goals and develop a step by step program to assure all elements are investigated and tasks completed in an organized manner.

The Last Word
Search Engine Optimization is an important aspect of your business's online activities. SEO cannot be overlooked and regardless of your circumstances if your content is going to be viewed by the public some form of Search Engine Optimization is a prerequisite.

Contact today Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com to get more information on our full service SEO services.

A new study says top CEOs should do a better job managing their presence online, on social sites like Twitter and Facebook and even Wikipedia.

Sharon Barclay, who runs the executive public-relations firm Blue Trumpet Group and the blog UberCEO, took Fortune's 2009 list of the top 100 CEOs and found what she calls a "miserable level of engagement" when it comes to social networks.

Barclay only found two CEOs with Twitter accounts, and only 13 had profiles on LinkedIn, the social network for professionals. She found only 19 with a personal Facebook page, and while three-quarters had "some kind of" entry on the online encyclopedia Wikipedia, many of those entries had incorrect titles, missing information or a lack of sources.

Though Barclay did not poll the CEOs themselves, she said the results question whether these executives are managing their online reputation.

"I would think an executive at that level would want to exploit (an online) network as much as possible," Barclay said. "But the only executives using LinkedIn well were people in technology."

Michael Dell, the CEO of computer maker Dell Inc., Gregory Spierkel, the head of technology products distributor Ingram Micro, and John Chambers, the CEO of Cisco Systems Inc., were three company heads Barclay said stood out from the pack on LinkedIn. Each had more than 80 "connections," links to other professionals.

Facebook can make it difficult to manage an online profile because fake pages are abundant for chief executives. Rex Tillerson, CEO of the No. 1 ranking company, Exxon Mobile, had at least two Facebook pages with his photo attached, though neither listed any "friends."

"What CEOs need to realize is that millions of their customers are communicating this way, and it's foolish for them to dismiss this," Barclay said.

Contact Vayu Media for your personal social media marketing strategy !

About Vayu Media:

VayuMedia.com

Vayu Media is the premier company for local internet advertising using search engine marketing and local search engine optimization. Vayu Media is taking advantage of the consumer shift from traditional media to internet based marketing.  The company's focus is local online business marketing and web design services. The company's strategy to get out into the market place and consult with local businesses face to face has allowed it to make local business owners aware of the opportunity that exists online.  In order to stay relevant in today's market every local business must have an online marketing strategy and Vayu Media can help.

Media Contact:

Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com

Once you have a web presence, the next thing you have to focus on his how to drive traffic to your site. Whether you are trying to sell products or services directly from your website or if is simply an informational resource, the site won't do your business any good if people don't visit it. To benefit from your website, you'll need to find a way to direct people who have the potential to become customers for your business to your website. There are several inexpensive and free techniques that any website owner can use to attract website visitors.

1. Use the Right Keywords

Make sure that your website content and behind-the-scenes code includes the right keyphrases and key words. To do this, you'll need to find out what types of words and phrases people who are looking for what you have to offer are using when they conduct internet searches. There are several online tools that can help you identify highly searched terms. Overture and Nichebot are two of the most popular keyword research tools.

When you discover the types of things that your customer base is searching for, make sure to incorporate the phrases that they use into the text of your website as well as into the meta tags in your website's code. This will help your site show up higher in the results when people are using search engines to look for information or vendors.

2. Frequent Updates

It's also important to keep your website fresh. Many people make the mistake of thinking that once their website "goes live", it's finished. This is far from the truth. Your website will need to be updated with new content regularly. You need to keep the information on the site current, and it's also a good idea to add new features to the site periodically.

You can do this by including an articles section that contains useful information, as well as adding your newsletter, details about special promotions, upcoming events, etc.  You may even want to add a blog or a forum. This will help search engines evaluate your site more favorably, and encourage people who have visited the site before to return frequently.

3. Link Building

Creating links to your website from other locations is another great way to increase traffic, in terms of direct traffic and boosting how high your site ranks when people search for the types of products and services that your company provides. There are several ways to build links to your site.

Consider spending some time on forums that are frequented by the people that you are trying to reach. Participate in the discussion and include a link to your website in your signature line. You may also want to contact individuals who own websites that reach the same customers you are targeting but who do not directly compete with you and offer to exchange links. These are just a few of the many ways you can build links to your company's website.

The Process of Building Traffic
Traffic building is an ongoing process. It's important to always be focused on finding new ways to attract visitors to your website if you want it to play a role in helping you grow your business.

Article by Mary White (Small Business News)

Vayu Media Comic by BobJCartoons.com

 About Vayu Media:

VayuMedia.com

Vayu Media is the premier company for local internet advertising using search engine marketing and local search engine optimization. Vayu Media is taking advantage of the consumer shift from traditional media to internet based marketing.  The company's focus is local online business marketing and web design services. The company's strategy to get out into the market place and consult with local businesses face to face has allowed it to make local business owners aware of the opportunity that exists online.  In order to stay relevant in today's market every local business must have an online marketing strategy and Vayu Media can help.

Media Contact:

Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com

Vayu Media Comic by BobJCartoons.com

 About Vayu Media:

VayuMedia.com

Vayu Media is the premier company for local internet advertising using search engine marketing and local search engine optimization. Vayu Media is taking advantage of the consumer shift from traditional media to internet based marketing.  The company's focus is local online business marketing and web design services. The company's strategy to get out into the market place and consult with local businesses face to face has allowed it to make local business owners aware of the opportunity that exists online.  In order to stay relevant in today's market every local business must have an online marketing strategy and Vayu Media can help.

Media Contact:

Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com

 Vayu Media Comic by BobJCartoons.com

 About Vayu Media:

VayuMedia.com

Vayu Media is the premier company for local internet advertising using search engine marketing and local search engine optimization. Vayu Media is taking advantage of the consumer shift from traditional media to internet based marketing.  The company's focus is local online business marketing and web design services. The company's strategy to get out into the market place and consult with local businesses face to face has allowed it to make local business owners aware of the opportunity that exists online.  In order to stay relevant in today's market every local business must have an online marketing strategy and Vayu Media can help.

Media Contact:

Jennifer Dunphy, Vayu Media LLC, (800)-456-1563 , info (at) vayumedia dot com

BobJCartoons Small Business Owner Search Engine Marketing Headaches...