Friday, 29 November 2013

What are Back Links on WebSite or Blogs

Backlinks enable you to keep track of other pages on the web that link to your posts. For instance, suppose Alice writes a blog entry that Bob finds interesting. Bob then goes to his own blog and writes a post of his own about it, linking back to Alice's original post. Now Alice's post will automatically show that Bob has linked to it, and it will provide a short snippet of his text and a link to his post. What it all works out to is a way of expanding the comment feature such that related discussions on other sites can be included along with the regular comments on a post.

subject-popularity  is measured by the number and PR value of competing WebPages in  the same category, keywords or subject of your own website. The more popular the subject of your website the bigger the number of  competing WebPages you'll need to overcome.  A popular key word can have ten of millions competing WebPages, a less competing key word can have ten of thousands or hundreds of thousands competing web pages.  Backlinks  and particularly optimized power backlinks (PBLs) are  by far the most important influencing factors of all factors in deciding how well your website shows up on search engine results page . Backlinks acquisition in general, optimizing backlinks for added power and  onsite optimization, comprises the only factors that can penetrate the top of the serp.

Backlinks have become so important to the scope of Search Engine Optimization, that they have become some of the main building blocks to good SEO. In this article, we will explain to you what a backlink is, why they are important, and what you can do to help gain them while avoiding getting into trouble with the Search Engines.  Backlinks are links that are directed towards your website. Also knows as Inbound links (IBL's). The number of backlinks is an indication of the popularity or importance of that website. Backlinks are important for SEO because some search engines, especially Google, will give more credit to websites that have a good number of quality backlinks, and consider those websites more relevant than others in their results pages for a search query.

Backlinks, also known as inbound links, are the backbone of Search Engine Positioning. Backlinks are links on other websites that lead back to your website. The more established, high quality, and high Page Rank the website that contains the link has, the more power it has to help the linked website with its search engine position. If the website that is getting backlinks gets many high quality relevant links from high PageRank websites, the better the chance it has of being in a high position on the search engines results.

Types of Backlinks :

Too many people only include 1 type of link (i.e. only article directories or only profile links) in their promotional activities and, while these may work for a while, in the long run you will not be able to sustain your rankings or traffic unless you get links from different types of places. Towards that end, here are 6 types of backlinks that any new site must endeavor to obtain.

1. Social Bookmarking Sites :

Personally, I feel that links from these sites are just about useless for SEO purposes, however there is some talk that google looks for your site to be bookmarked as it indicates that people like it. So, it is in your best interest to choose a few social bookmarking sites where you can bookmark but also get others to bookmark, digg, like or whatever your site too.

2. Article Distribution :

Article distribution is great for backlinks because you can control the anchor text. So, if you want to rank for “blue widgets” you can be sure to use that as anchor text in your resource box. Not only that but, if you write a good article, you can actually get traffic to your website from the people that read the article and like what you have to say.

A 3rd benefit of submitting your article to article directories is that other people might come along and syndicate your article on their blog thus giving you even more backlinks and a wider audience.

3. Press Releases :

Distributing press releases can give you great backlinks. Of course, you should have something newsworthy to say, but just launching your website can be big news. Also, offering a new service, a free report or some kind of calculator or other software on your site that visitors can use could also apply.

4. Blog Commenting :

Blog commenting can be a good way to get backlinks and traffic. They key is to leave a good relevant comment that adds to the conversation, otherwise you probably won’t get your comment approved. If you want “link juice” for your comment, you will need to make sure the blog is using “do follow” links.

5. RSS Feeds :

Submitting your RSS feed to the various RSS directories can be a great way to get backlinks on autopilot. Since your feed is dynamic, every time you make a new post, you get instant backlinks from these directories. Not only that, but other people can put your feed on their sites for more exposure and backlinks.

6. Guest Blogging :

Here, I have saved the best for last because I truly believe that guest blogging will give you the highest quality backlinks and it’s all because of two words “editorial discretion”. You see, in order to get a post published on a blog in your industry, a human has to approve it. The search engines know this so naturally that link is more valuable than one from an article directory or rss feed that you can easily get on your own.

Leaving a guest post on a blog is a great way to get traffic directly from the blog too! Of course, you need to write a high quality post and most blogs require your post to be unique and of substantial content and words. No fluff here – really great content wins the race!

These are just 6 places that you should consider getting links to your blog from. There are actually many other places and you should strive to deploy a diverse and robust linking strategy if you want your website to grow and increase traffic and, hopefully, sales! 

What are back links, Types of Backlinks.


Preeti Bagad [BE(CS)] 
SW Engineer Cum Blogger

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E Commerce Scenario In India

Indian E-commerce industry has come a long way since the tumultuous days of dotcom bubble. The floodgates were opened by online travel sites like IRCTC and which changed the way Indians book travel tickets. In conjunction with this, rapidly increasing internet user base and rising middle class with disposable income has contributed to the flourishing of industry. Secure online transaction environment, measures like Cash-on-delivery, focus on customer service has motivated Indian consumers to place their trust in online shopping.

The term Electronic commerce or e-commerce consists of all business activities carried on with the use of electronic media, that is, computer network. It involves conducting business with the help of the electronic media, making use of the information technology such as Electronic Data Interchange (EDI). In simple words, Electronic commerce involves buying and selling of goods and services over the World Wide Web. Customers can purchase anything right from a car or a cake sitting comfortably in his room and gift it to someone sitting miles apart just by click of a mouse. Shipping method is generally used for the delivery of the goods ordered.

Ecommerce in India:

The low cost of the PC and the growing use of the Internet has shown the tremendous growth of Ecommerce in India, in the recent years. According to the Indian Ecommerce Report released by Internet and Mobile Association of India (IAMAI) and IMRB International, “The total online transactions in India was Rs. 7080 crores (approx $1.75 billion) in the year 2006-2007 and expected to grow by 30% to touch 9210 crores (approx $2.15 billion) by the year 2007-2008. According to a McKinsey-Nasscom report the e-commerce transactions in India are expected to reach $100 billion by the 2008. Although, as compared to the western countries, India is still in is its initial stage of development.

Scope of Ecommerce:
Home Internet usage in India grew 19% from April 2006 to April 2007. In April 2007 it became 30.32 million and the eMarketer accept that there will be 71 million total Internet users in India by 2011. India is showing tremendous growth in the Ecommerce. Rival have 700,000 registered buyers and it has the growth rate of 35% every year which is likely to double in the year 2008. claims revenues of Rs. 38 crores and has a growing rate of 50 every year. It receives around 500,000 enquiries per month. Undoubtedly, with the middle class of 288 million people, online shopping shows unlimited potential in India. The real estate costs are touching the sky. The travel portals' share in the online business contributed to 50% of Rs 4800 crore online market in 2007-08. The travel portal has attained Rs 1000 crores of turnover which is around around 20% of total e-commerce market in India. Further an annual growth of 65% has been anticipated annually in the travel portals alone.

B2B Transactions:
According to Outlook Business magazine (May 20, 2008), the total B2B transactions in India in the year 2008 are likely to be US$100 billion and B2B marketplaces could account for $15 to $20 billion out of that. India’s largest B2B portal Tradeindia, maintained by Infocom Network Ltd, also stated that e-commerce transactions in India show a growth rate of 30 percent to 40 percent and will soon reach the $100 billion mark. In near future, e-commerce is going to play a major role in multimedia, entertainment and fashion industry. The foreign branded companies are eager to take full advantage of the growing Indian market and are trying to create market for their products over the net. Gucci Co. an Italian iconic fashion and leather goods label is eager to make its hold in India with Business to business transactions. Some of the key B2B exchanges in India are,,,,,, etc.

B2C Transactions:
Although business-to-business transactions play an important part in e-commerce market, a share of e-commerce revenues in developed countries is generated from business to consumer transactions. Railway and Airlines have played a vital role in e-commerce transactions in India. Travel portals are exploding in India. Recently has shown Rs 1000 crores of turnover. Travel alone constituted 50% of Rs 4800 crore online market in 2007-08. In India, online services like ticketing, banking, tax payment, bill payment, hotel room booking, entertainment, online games, matrimonial sites, job sites, etc. are showing signs of development in business-to-customer transactions. There has been tremendous boost in the online business with the stock exchange coming online. Online valentine gifts and Diwali gifts are also becoming popular along with the birthday cakes. No doubt, the total value of the B2B transactions is much larger than that of the B2C transactions, because typically B2B transactions are of much greater value than B2C transactions. It seems that the B2C market in India will take time to grow as compared to the B2B market.

Ecommerce and the Government of India:
The government is aware of the increasing misuse of the electronic media and online frauds. Therefore, the government of India has passed the Information and Technology Act to keep a check on the transactions carried on via the electronic media and to make the process of Ecommerce safe and reliable. The Act imposes heavy penalties and punishment on those who try to misuse this channel for personal benefit or to defraud others. The law has also established the authentication of the electronic records. Increase in the Cyber crimes in Ecommerce is causing concern among the credit card users in India. Now, the government has opened Cyber Crime Police Station. Online complaints can be filed for both cyber and Non Cyber crimes, through an online form which is available at 
to accept complaints filed with digital signatures.

Ecommerce in India: Pitfalls in the way of Ecommerce:
The scope for Ecommerce in India is no doubt tremendous in the years to come, but still there are some pitfalls in its way of success that should be taken care of. They are:

Studies have revealed that 23% of the customers quit even before they register themselves at a particular site because they hesitate to register themselves.
The time of delivery stated is unclear.
The time taken for downloading is very long.
People in India have habit of buying goods only after feeling the goods. This drawback can only be removed if matured companies enter the Ecommerce in whom people have good faith.
The behavior of the Indian customer is very need driven as compared with the US customers who are impulsive buyers.
Most of the entrepreneurs in India lack is sufficient capital or resources and hence cannot wait for a long period of time for positive results.

E-marketplace in India can push Ecommerce:

Electronic marketplace is an online platform or website to facilitate transctions between the buyers and the sellers at organizational level. After a seller registers himself with a particular e-marketplace he can display information regarding his product or services on that portal. Once a buyer registers itself with the e-marketplace he can have access to all the information he wants. It is also known as B2B exchanges. The first e-marketplace in India was established by New Delhi-based SteelNext for trading "mild" or commodity steel in the year 2001. The E-marketplace can:

Reduce the time and cost of interaction for the transcationss.
Facilitate distant trade with efficiency.
Help in the payment procedure.
Help the buyers to find new suppliers and place orders with them.
Create a safe and friendly online deal process.

Mcommerce in India:

Mcommerce is the use of mobile services to interact and transact. Mcommerce is frequently referred as ‘subset of all Ecommerce’; hence while talking about Ecommerce, we cannot ignore the importance of mcommerce in India. In India, there are total 12.45% of mobile subscribers, as compared to the Broadband subscriber penetration of 0.2% and the Internet user penetration of 2.6%. Mobile subscribers can get access to Internet immediately without any plug in. Mcommerce is rapidly becoming an easy and affordable channel for reaching and attracting the customers.

 Since 1991, after economic reforms explicitly took place in India as a result of opening-up of the economywith a view to integrate itself with the global economy, the need to facilitate international trade boththrough policy and procedure reforms has become the foundation st
one of India’s trade and fiscal policies.
Electronic commerce (e-commerce) as part of the information technology revolution became widely used inthe world trade in general and Indian economy in particular. With advancements in technology, there havebeen changes in the methodology for business transactions. India, being a rapid adaptor of technology isapace with the current scenario of electronic data exchanges and has taken to e-commerce. In view of this,this article tries to present a snapshot of the evolution of e-commerce business indicating the chronologicalorder, category of e-commerce business, description of organizations involved in e-businesses in India, keycharacteristics of the firms engaged in e-commerce application, to examine the growth of e-commerce inboth physical and financial terms, to evaluate the benefits obtained from e-business, to critically analyze thebarriers and constraints involved in flourishing e-commerce businesses in India and finally to develop aframework for effective dissemination of e-commerce in India. The role of government should be toprovide a legal framework for e-commerce so that while domestic and international trade are allowed toexpand their horizons, basic rights such as privacy, intellectual property, prevention of fraud, consumerprotection etc are all taken care of.


Nidhi Jain [ MBA eComm]
Asst Project Manager [ eComm]
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Email Marketing

Email marketing is the advertisement of a product, service, or brand through electronic mail. Email marketing can be used to improve the relationship between a business and its customers or to gain new customers. In order to gain the email addresses of potential customers, businesses must either pay a fee to an email broker, use a subscription service, or rely on referrals from existing customers. Many companies, of course, use a combination of these methods. Email marketing is especially popular because it can be much cheaper than traditional mail marketing. After all, email does not incur printing or postage fees. This does not mean, however, that email is free. An email marketing campaign may actually incur a number of different kinds of fees. If the company hires someone to design, write copy for, or oversee the emailing in any way, or has a full-time staff member for this type of work, the salary or fee of this individual must be taken into account. Furthermore, there will be a fee if the email addresses are purchased through an email broker.

One of the great things about email marketing is that it can reach a wide audience in a short period of time. Furthermore, an email marking campaign can include a number of successive emails that build upon one another. One of the most common forms of a building email marking campaign is one that targets a specific upcoming date such as Christmas, Fathers Day, or Memorial Day. Email marketing occurs when a company sends a commercial message to a group of people by use of electronic email. Most commonly through advertisements, requests for business, or sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company or brand recognition. Email marketing is an efficient way to stay connected with your clients while also promoting your business. 

Types of Email Marketing :

Let's briefly review the three types of email marketing :

1. Direct email :

Direct email involves sending a promotional message in the form of an email. It might be an announcement of a special offer, for example. Just as you might have a list of customer or prospect postal addresses to send your promotions too, so you can collect a list of customer or prospect email addresses. You can also rent lists of email addresses from service companies. They'll let you send your message to their own address lists. These services can usually let you target your message according to, for example, the interests or geographical location of the owners of the email address.

2. Retention email :

Instead of promotional email designed only to encourage the recipient to take action (buy something, sign-up for something, etc.), you might send out retention emails. These usually take the form of regular emails known as newsletters. A newsletter may carry promotional messages or advertisements, but will aim at developing a long-term impact on the readers. It should provide the readers with value, which means more than just sales messages. It should contain information which informs, entertains or otherwise benefits the readers.

3. Advertising in other people's emails :

Instead of producing your own newsletter, you can find newsletters published by others and pay them to put your advertisement in the emails they send their subscribers. Indeed, there are many email newsletters that are created for just this purpose - to sell advertising space to others.

Advantages of Email Marketing :

As just mentioned, a good email list, well run, can grow your reader loyalty. Hearing from you again and again with good content reminds readers of your value, especially if they take your advice and find it works for them. That said, the obvious reason why most people try email marketing is because it is profitable. This is because of the following attributes:

1. Low Cost – Communicating via email has many of the advantages of traditional direct mail but with much lower costs
2. Speed – If you need to you can get a message out to your entire list very fast
3. Ease (both for you and the reader) – For your marketing to be a success it has to be easy for the recipient, but it helps that email marketing is easy for you too as it means you can do it yourself
4. Push – While websites and RSS are “pull”, in that the visitor has to come to you, with email you can send your messages out, reminding and re-engaging readers
5. Personalized – The more information you collect, the more messages can be tailored and personalized. Email also has the particularly special ability to segment, meaning you can split people off into smaller, more focused lists.
6. Viral – It’s so easy for people to forward your message on to others, spreading further than you could alone.
7. Tracking – Everything from how many emails were opened, through to each individual link click can be tracked, meaning you can hone your techniques and improve performance
8. Testing – Along with tracking, you can test different subject lines, calls to action, use of images, and so on, to further improve your results
9. Complimentary – Email, while an excellent tactic, does not replace your other marketing activities but compliments them extremely well. Combining multiple tactics can build very profitable marketing campaigns.
10. Opt-In – Perhaps most important, the best email lists are always opt-in, meaning you have permission to contact the person. This permission is very powerful and should not be underestimated.

Email Marketing Risks :

Doing email right can be a fantastic addition to your marketing mix, but do it wrong and you might be better off not doing it at all.

The main risks are :

-Branded a spammer - Without singling out any particular instance, even the best lists will get marked as spam occasionally because some people can’t be bothered to use the unsubscribe links. Also some people have a … strange … definition of what spam is. Darren and I were called spammers for sending messages about our book … to our list. So a small amount of this is to be expected. What you have to be careful of though is an accusation that sticks. Always make sure people know what they are signing up for and that they confirm their subscription so you can point to clear and fair opt-in.

- Burning out your list – A certain amount of churn is to be expected. People leave lists all the time through no fault of yours. Too many messages, too often, or bad content to sales ratio and you could find your email list becoming used up and burned out. Be careful to always make your list valuable to your readers, not an irritation.
- Breaking the law - Be aware that due to nasty spammers there are very strict laws around the world and it is easy to break them. For example, collecting email addresses without the owners consent, even not including your postal address in emails to USA residents. Using a reputable email service provider like Aweber will help you through most of these issues.
- Alienating readers – It never ceases to surprise me how many people get carried away with email marketing and go way over the top. Your messages do not have to read like snake oil, and every email does not have to carry a “absolutely must buy now before ____” urgency call to action. Remember your list members are human beings and all should go well though.
- Delivery issues – As people become more and more sensitive to spam there are more and more innocent messages landing in junk mail folders. There are techniques to help your message get through, but the main way is as mentioned above, use a reliable email provider.

Email Marketing is an effective way to not only reach your target markets but also to stay connected with your purchasing base. Through efficient use of email marketing, you can retain current clients while also targeting new markets. You can easily monitor how effective a marketing campaign is, and see that your return on investment is substantially higher than with other, more traditional, marketing campaigns. Let the internet help guide your customers to you again and again with an effective email marketing campaign.


Preeti Bagad [BE(CS)] 
SW Engineer Cum Blogger

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Thursday, 28 November 2013

Press Release in SEO

A well-written press release should contain embedded links to key web pages on your site. Then, when it is distributed through a press release distribution service and is syndicated and posted on numerous third-party websites and blogs, you automatically have a powerful set of links (with chosen anchor text) back to your site. This means those links serve as a link signal for the major search engines and elevate your search visibility for your website. A press release is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value. Typically, it is mailed or faxed to assignment editors at newspapers, magazines, radio stations, television stations, and/or television networks. Commercial newswire services are also used to distribute news releases.

Importance of Press Release :

In the recent times, press releases have gained huge popularity. The reason behind this is their inexpensive nature as well as the effectiveness of the information being provided through them. Another peculiar fact about a PR is that you do not have to wait for weeks and months for their release, rather PRs are released as soon as they are completed and they are also available for reading for a very long time. Over time, more and more websites and businesses have been seeking press release services. This is clearly due to the reason that an effective PR is capable of boosting the customer density of a website or business. When people read positive reviews and comments about a service, they are automatically tempted to invest in them. Due to this reason, PRs have also emerged as one of the best ways to advertise your services and products to the world.

Looking at the positive side of a good press release, we can say that the introduction of PRs has definitely changed the way social media interact with the people all around the world. Press release can also be seen as a new age marketing tool that helps online websites as well as small and large businesses to reach out to a whole new set of audiences every day. A press release is all about the publicity that you can do for your online business. The more publicity you do for your goods and services the more your business gets recognized everywhere on and off of the web. The trick is in making use of all the publicity tools including press releases in the correct way to draw attention to your site. Publishing press releases on the web is one great way of going about the successful publicity of your site.

Well, it is not enough just to write press releases and publish them on the web, you must know the correct way of writing a press release to be noticed on the web. There are hundreds of press releases posted on the web on a daily basis and there are chances that the one you write will get lost among the lot. The press release that you write must be just perfect to make you visible on the web.

The first and foremost rule of writing a good press release is that the information that you give throughout the press release must be newsworthy. Who will even read the press release that you have written if the information is not newsworthy? Remember, your press release must not sound like an advertisement. Rather it should be newsworthy information about the product or service you are offering to customers. There is a very thin line between writing about your site and the write up not appearing as advertisement of your business. 

Always remember to ask the question how you as a customer will feel while reading your write up. And if you feel that you would not like to read it, then you drastically need to change your press release. If you do not like something chances are no one else will like it either. Put special emphasis on the first paragraph of your press release. Most editors do not go beyond the first paragraph and if you are going to create a first impression then half the work is done. If some one likes to read your first paragraph then they will go through the entire thing. Press releases have more credibility among all the other publicity methods. While reading a press release readers do not feel that they are reading some other disguised advertisement about a product. Readers and online visitors are more likely to trust credible sources like columnists, editors and reviewers about the authenticity of any write up appearing anywhere. Editors will not publish anything that is not well written. 

Press Release for a new Product :

In case you want to introduce a new product into the world market, press release is the ultimate option for you. All you need to do is simply write a great PR for your product and get it published on the entire major search engines as well as social networking websites on the internet. Social networking websites have emerged as the best market for introducing new products and services.

Improving Brand Name and Portability :

Since press releases are highly influential, every business enterprise today sends out a number of press releases from time to time. These PRs not only help in introducing new products into the market but also help in improving the brand name and image of the business. Also, publishing PRs at regular intervals keeps your audiences updated about your latest ventures and products.

With the advent of technology, smart phones and other high end gadgets have simplified life to a great extent. This also means that people will have access to your PRs directly from their mobile phones as well. This is further a boost for your business.

Role of Press Release in SEO :

SEO stands for Search Engine Optimization and a great PR definitely helps in improving the SEO of your website. You must always include necessary links and keywords in your PR so that the traffic gets redirected straight to your website. In order to trigger discussions and communications on your site, you can also provide back links with your PR. All you need to do is publish a well written PR and you will notice improvement in the ranking of your website in no time.

Here are some tips for ensuring you optimize your next press release :

Make sure your press release is newsworthy :

The first step you’ll want to take before you sit down to write your release is to make sure you aren’t just writing a marketing pitch. A press release should let people know about something new that’s happening, whether that’s internal company development, or a larger trend/story that your news/company fits into.

Clearly define your goals and Target  Audience :

Think long and hard about exactly which types of publications you are hoping to target with this release, and then write the release with those publications in mind. Really think about who your ideal audience would be, what story hook would appeal to them and how you might be able to interest them in your story.

Structure your release like a news story – and focus on getting your keywords in first two paragraphs :

Structure your release like a news story. If you studied journalism, you are familiar with the infamous inverted pyramid theory. Stick to that structure. The more the release is written like an existing news piece you might see in the press, the better chances you’ll have of getting it picked up.

In addition, search engines place a disproportionate amount of importance on the content early in your release — specifically the headline, subhead and first two paragraphs. Make sure to use your targeted keywords as often as you can within this space.

Optimized press releases offer the benefit of targeting your audience. Effective press releases build brand awareness with your customers, target new ones and continue to build your reputation.Optimized releases have the added benefit of driving potential clients to you. Your chosen keywords drive traffic to your site and build market exposure for your product or service.


Preeti Bagad [BE(CS)] 
SW Engineer Cum Blogger

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Keyword Research

Keyword research is a fundamental part of online marketing of all kinds, and is especially relevant for freelance writers, online publishers, and bloggers. Compelling content is favored by search engines, but if you don’t use the words people are actually interested in and actively searching for, you’re missing a lot of traffic. Keyword research, at its essence, is market research. It tells you what people are interested in, and in what relative numbers. Better yet, it reveals the actual language people are using when they think about those topics, which provides you with insight on how to converse with them via your blog.

Keyword Research Process :

Keyword Research process involves the following important steps. These steps can be described as:

1. Discovering Keywords

2. Analyzing Keywords

3. Selecting Keywords

4. Deploying Keywords

The Discovering phase should focus on identifying as many keywords as possible that are related to your website and target audience. The Analysis phase involves adding information about existing competition; PageRank based limitations and potential for ranking. The Selection process involves objective measurement based shortlisting of keywords keeping the site focus and target audience within the limitations analyzed. The Deploying phase is about making optimum use of your selected keywords on your website copy , HTML code and tags.

Importance of keyword research :

Keyword Research is by far the most important aspect in any Search Engine Optimization initiative. This article shall discuss the important aspects of keyword research process.

Keyword Phrase Research is a process of selecting the most ?optimum performance? keyword phrases that can help visitors find your site. You may have spent days and months on fine-tuning your web pages for a better ranking with the major search engines, yet it will all amount to a big waste if the right keyword phrases are not targeted. It's like not being able to reach your destination even after running your best race because you started out on the wrong road. Even if you achieve high search engine rankings, you may not get relevant traffic if you select the wrong keywords. Therefore, the foremost step in any SEO campaign is identifying your target audience and researching what keyword phrases they might be searching in the search engines to locate a site like yours.

Keyword is one of the key search engine optimization. Search engine always looks for keywords or key phrases to identify web pages. Identifying proper keywords which is suitable to your website and proper links will help a search engine to identify your page with out much difficulty. Keywords are usually implemented on-line and off-line to identify the particular site and also for the purpose of ranking. Ordinary people commonly use advanced tools to find appropriate keywords.

The First Step is Acceptance that we don't know what is going on in our customers' heads. We speak our own language very well, the language of solutions. Our customers speak in the language of problems. Often these two are quite different, and web marketing efforts that fail to take this into account will not reach their full potential. It is tempting to think that years of experience and dealing with customers gives us a good picture of how they act. However, there are several inherent assumptions that limit the utility of experience:

   - Customer interactions are self-selected. You only talk to people that have found you and are interested in your products and services, not those that either couldn't find you or think that your solutions are not applicable. The number of people that can find you is typically dwarfed by the number that can't.
   - Online search behavior is very different from inter-personal communications. People use different, much more concise terminology in search engines than they do in conversation.
   - There are more terms in use than we can possibly come up with and remember. Research on behalf of just about every client we've served has turned up literally unanticipated keywords.

Experience provides excellent starting material for keyword research that will uncover many new opportunities.

Keyword Research Uncovers Hidden Opportunities :

Opportunities arise partly due to the sheer number of terms turned up by good keyword research. There are also usually a few unanticipated keywords that turn into real "gems." These typically occur because they receive significant traffic and there is little competition. The result is that keyword research increases the return on your web marketing investment.

Keyword Research Saves Money :

Good keyword research doesn't just consist of a list of terms, it also includes traffic and competitive estimates for each keyword that allow you to most effectively allocate resources. You can focus time and money on seo for the keywords that have enough traffic and only a few competing sites rather than trying for top ranking among 200,000 other sites competing on the same phrase. Likewise competitive bid information can influence your keyword advertising spending, both how much and where. Keyword research also uncovers negative keywords that can generate huge savings for keyword advertising campaigns.

Tools of the Trade :

Keyword research tools are as close as your web browser. Virtually any information source for your industry or that of your customers provides candidate keywords. Other specialized tools help you "branch out" from known keywords to related ones, suggesting that people who search on "running shoes" may also search for "knee pain".

Some common keyword research tools include:

   - Industry web portals, blogs, e-zines, etc.
   - Competitors' web sites
   - WordTracker (there is a fee, but a great tool)
   - Google AdWords keyword tool
   - Google traffic estimator

Do Your Research!

In closing, keyword research is a vital part of effective web marketing efforts, and there are many places to gather information.


Preeti Bagad [BE(CS)] 
SW Engineer Cum Blogger

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