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1. What is search engine optimisation?

Search engine optimisation (SEO) is the creation, modification or promotion of a website in a way that it is more visible to search engines. If optimised properly, a website can secure a top ranking in results displayed by major search engines for particular keywords.

2. Why do I need SEO?

Over 80% of all Internet users find what they are looking for by using a search engine. That's why your website should be search engine optimised so that it becomes easier to find and be catalogued by search engines. SEO websites secure a higher page ranking in the 'organic' (naturally occurring) listings of search engines. Without optimisation, your website may get buried in the lowly pages of search results and search engine users will not be able to find your website.

3. How are websites optimised?

There are basically three main elements relevant to good website optimisation: Keyword Density, Link Popularity and Link Reputation. Optimisation is the structuring of various different methods of improving these elements. For example, using: search engine and directory submissions, keyword-rich copy writing, link-building campaigns, article submission, blogging etc. etc. There is a great deal that can be done to improve the search engine ranking of your website. However, to carry out all the necessary operations yourself is likely to take you away from your core business operations; losing you money That's why it makes sense to use a professional SEO company.

4. What is PageRank?

"PageRank" is a complex algorithm used by Google to decide the relative importance of web pages for its organic listings. It is based on the number and quality of web links pointing to a particular website. PageRank plays a prominent role in the ranking of websites in search result pages displayed by Google.

5. What are crawlers?

Crawlers, also called spiders or robots, are specialised software programs used by search engines to scan websites for various keywords and then index them. It is very important for a website to be optimised in a way that crawlers find it easy to go through its various pages and find the keywords they are looking for.

6. What are meta tags?

Meta tags are html codes that are inserted into the header of a web page. Meta tags are not visible to the visitors of a website; they are only used to provide some information about the website to Internet Browsers and search engines algorithms. Two main types of meta tags are meta description tags and meta keywords tags. Correctly formatted meta tags are very helpful in optimising a website for search engines.

7. What is Black Hat SEO?

'Black Hat' SEO techniques are those which are considered unethical and disapproved by search engines. An example of Black Hat SEO is when a website achieves higher rankings in search results by cleverly building the entire content around keywords but in reality offers little information of relevance to users. Such websites are often penalised or banned by search engines and removed from their directories. Common Black Hat SEO techniques are link farms to artificially increase link popularity, page cloaking, duplicate content, doorway pages and spamming keywords. The opposite of Black Hat SEO is 'White Hat' SEO; these are SEO techniques which are ethical and considered legitimate by search engines. UKDS only uses White Hat techniques to boost your ranking in search results.

8. What is link popularity?

Link popularity denotes the total number of websites on the Internet that link to a particular website. It plays a large role in the online visibility of a website. A website with a high degree of link popularity (large number of inbound links) is considered by search engines to be of great importance and deserves to get a priority over other websites in search results. A robust link-building strategy is an essential component of any SEO strategy.

9. How long does it take for a SEO campaign to show results?

There is no fixed duration for seeing SEO results. It depends on when your website pages get spidered by the search engines. You should usually begin to notice a change in your rankings in anywhere between two weeks to four months.

10. What should my domain name be with respect to SEO?

If a high search engine ranking is your concern, you should choose a domain name that reflects your business. Ideally, the domain name should have a prominent keyword that people may use while searching for the goods and services that you sell. This will help your website appear higher in the search engine ratings but only for the specific keyword used in the domain name.


1. What is pay per click (PPC) advertising?

Pay per click (PPC) advertising is used on Internet search engines and online directories. They usually appear next to the organic (free) search results. Only keywords specific to the business, product or service related keywords found in he advertisement copy activates the relevant advertisement. Advertisers have to pay the host for the advertisement but only when a visitor actually clicks on the advertisement and reaches their landing page.

2. Which are the prominent PPC-based search engines?

Some of the popular PPC-based search engines are Google, Yahoo!, MSN, LookSmart and (formerly Ask Jeeves). GoogleAdWords and Yahoo! Search Marketing are currently the market leaders in PPC advertising.

3. How can I subscribe to PPC advertising?

Rights to PPC advertising are granted by competitive bidding. Advertisers typically bid for particular groups of keywords which are most appropriate for their business. The higher you bid, the more prominently your PPC advertisement is displayed on the results page of the search engine for the keywords you have chosen.

4. Where will my PPC advertising appear on search engines?

The PPC advertisements appear either on top or on the right hand side of the search results page of Google, Yahoo! etc.

5. How much do I have to pay each time someone clicks on my PPC advertisement?

That depends on the amount you quoted at the time of bidding for the slot. The price per click may typically range from 5p to £15.

6. What are the important issues that should be considered for my PPC campaign?

Keyword selection is the most important part of a PPC campaign. You have to decide how much you are willing to pay every time a user clicks on your ad. Writing an attractive advertisement copy is crucial to entice potential customers to visit your landing page. Finally, you need a tracking system to track the effectiveness of your PPC campaign so that you can improve it further.

7. Do potential customers ever click on a PPC advertisement?

A large number of them do, provided the advertisement grabs their attention and promises them what they are looking for. PPC advertising is a legitimate and respected tool of online brand building and is widely used by customers looking for goods and services.

8. Won't banner advertising be better than PPC advertising?

PPC advertising scores over banner advertising because it is linked to keywords that are only appropriate for your specific business, product or service. The PPC links appear only when customers are actively searching for goods and services that the advertisers are selling. Moreover, you pay only if a customer actually clicks on a PPC advertisement.

9. What is click fraud?

Click fraud is a type of cyber-crime in which a PPC advertisement is constantly and maliciously clicked by a person who has no real interest in its content. The only purpose of click fraud is to generate a charge per click with a view to benefit the host of the advertisement or exhaust the marketing budget of one's competitors. Click fraud is a crime in many countries and the perpetrator can be arrested and jailed.

10. How do I know if my PPC campaign is working?

Many PPC tracking software programmes are commercially available that you can host on your own server to maintain the privacy and confidentiality of your data. Search engine companies such as Google and Yahoo! also offer many tracking tools to their advertisers. UKDS can also set up a sophisticated tracking system for your PPC campaign by using powerful web analytic software.