The Title, Description and Keywords provide a way for you to communicate and promote the primary products and services of your online business. These so-called "Meta Tags" are used by search engines and online directories to classify (and sometimes rank) Websites accordingly. Although the actual content of the page is now more important than ever in determining the ranking of a Website, meta tags are still considered to be an important aspect of Search Engine Optimisation (SEO).
- Title: Displayed on a browser title line. The title is important because it is the part of the page displayed on search engines as a link. Search engines may also give the page title more weight when determining what order to display pages.
- Description: Used to describe the document. The meta description is then displayed in search engine results.
- Keywords: Used to group a series of words that relate to a Website. These tags can be used by search engines to classify pages for searches.
Pay Per Click (PPC) advertising is a direct and instant way of using search engines to promote your Website. Businesses can bid for certain keywords or phrases — when these terms are used in searches, their adverts are displayed prominently on the results pages. Each time their advert is displayed, they are charged the bid amount that has been allocated to the keyword or phrase. The higher the bid, the more prominent the display of the advert becomes (a position nearer the top of the page). Two of the most popular PPC services are provided by Google Adwords and Overture
SEO is a huge (and ever expanding) area — getting worthwhile results requires investing a great deal of time and effort in researching and putting into action the best methods for your business. Here are a few good resources to get you started:
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