SEO is Search Engine Optimization. This is the most technical part of Web Marketing. SEO does help in the promotion of sites and at the same time it requires some technical knowledge – at least familiarity with basic HTML. Although the basic principle of operation of all search engines is the same, the minor differences between them lead to major changes in results relevancy. For different search engines different factors are important. The first basic truth you need to know about SEO is that search engines are not humans. While this might be obvious for everybody, the differences between how humans and search engines view web pages aren’t. Unlike humans, search engines are text-driven. Although technology advances rapidly, search engines are far from intelligent creatures that can feel the beauty of a cool design or enjoy the sounds and movement in movies. Instead, search engines crawl the Web, looking at particular site items (mainly text) to get an idea what a site is about. The leading search engines, such as Google, Bing, and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren’t discoverable by automatically following links. There are some SEO companies which would be very helpful search engines.

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Google has established Best Practice Funding scheme in 2006 and suddenly in the start of 2009 they stopped this scheme. Actually they started to aid the growing focus on search marketing amongst agencies, and also to promote skills training and the usage of new technology in the sector. This may affect the digital marketing campaigns. Because of best practice funding Google has succeeded in Europe and the agencies are advanced. But BPF was exploited by some clients changing between marketing agencies to benefit from the scheme, as well as agencies themselves using the funding to win contracts by offering lower management fees and covering up poor and uninspiring performance. Companies and agencies whose business models have previously relied on Best Practice Funding will no longer be able to acquire clients unless they choose to focus on the advancement, innovation and overall progression of their search marketing offering. From January, business will be obtained by the quality and reputation of each agency, and a healthy increase in competition will be witnessed as services become more uniquely geared towards each specific business and campaign.