This article is to talk about promoting ALL of your pages within your marketing campaign. See, most of us typically only promote main page on our sites. Ex. www.yoursite.com. The truth is, your site is much more than just 1st page right? Well, let's condition ourselves to promote everything available within your site...

Search Engine Marketing is crutial for all companies who want to succeed online. I'm sure at one point or another, you will hear how "Optimizing your site for search engines is crutial". Of course, they aren't fooling you, it is a crutial marketing tactic but, what is also crutial is learning how to use different tools to boost your search engine placements once you've optimized your site for web.

So let's talk about marketing tactics available to you and implement strategies on how to promote all your pages within them.

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LINK EXCHANGES:

Link popularity has become a norm for most small companies to implement in their daily promoting activities. Here's problem, most companies that perform link exchanges daily fail to utilize it to their advantage. For ex. Let's say you perform approximately 10 link exchanges daily. For each one, you submitted your link "www.yoursite.com". What you'll want to start implementing is submitting 10 different links within your site.

Ex Link Exchanges:

Link #1: http://yoursite.com Link #2: http://yoursite.com/resources Link #3: http://www.yoursite.com/services And so on...

A good strategy would be to open up "Note Pad" and create all links you want to promote.

1) Add each link 2) Assign an appropriate title to each link 3) Create an appropriate description for each link

Well, this reality is much closer than you might think.

To date, most webmasters and search engine marketers have ignored or overlooked importance of traffic as part of a search engine algorithm, and thus, not taken it into consideration as part of their search engine optimization strategy. However, that might soon change as search engines explore new methods to improve their search result offerings. Teoma and Alexa already employ traffic as a factor in presentation of their search results. Teoma incorporated technology used by Direct Hit, first engine to use click through tracking and stickiness measurement as part of their ranking algorithm. More about Alexa below.

How can Traffic be a Factor?

Click popularity sorting algorithms track how many users click on a link and stickiness measurement calculates how long they stay at a website. Properly used and combined, this data can make it possible for users, via passive feedback, to help search engines organize and present relevant search results.

Click popularity is calculated by measuring number of clicks each web site receives from a search engine's results page. The theory is that more often search result is clicked, more popular web site must be. For many engines click through calculation ends there. But for search engines that have enabled toolbars, possibilities are enormous.

Stickiness measurement is a really great idea in theory, premise being that a user will click first result, and either spend time reading a relevant web page, or will click on back button, and look at next result. The longer a user spends on each page, more relevant it must be. This measurement does go a long way to fixing problem with "spoofing" click popularity results. A great example of a search engine that uses this type of data in their algorithms is Alexa.

Alexa's algorithm is different from other search engines. Their click popularity algorithm collects traffic pattern data from their own site, partner sites, and also from their own toolbar. Alexa combines three distinct concepts: link popularity, click popularity and click depth. Its directory ranks related links based on popularity, so if your web site is popular, your site will be well placed in Alexa.

The Alexa toolbar doesn't just allow searches, it also reports on people's Internet navigation patterns. It records where people who use Alexa toolbar go. For example, their technology is able to build a profile of which web sites are popular in context of which search topic, and display results sorted according to overall popularity on Internet.

For example a user clicks a link to a "financial planner", but web site content is an "online casino". They curse for a moment, sigh, and click back to get back to search results, and look at next result; web site gets a low score. The next result is on topic, and they read 4 or 5 pages of content. This pattern is clearly identifiable and used by Alexa to help them sort results by popularity. The theory is that more page views a web page has, more useful a resource it must be. For example, follow this link today -

http://www.alexa.com/data/details/ traffic_details?q=&url=http://www.metamend.com/