Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
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sales, monitoring of ‚ ‚ ‚ ‚ as difficult with paid inclusion programs ‚ 2nd ‚ 3rd ‚ screen resolution ‚ ‚ ‚ ‚ designing for different dimensions of ‚ 2nd ‚ screen, placement of web site elements on ‚ ‚ ‚ ‚ "Buy" button ‚ 2nd ‚ ‚ ‚ ‚ ‚ "Submit" and "Clear" buttons ‚ 2nd ‚ ‚ ‚ ‚ ‚ keeping critical information "above the fold" ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ top of screen, avoiding ‚ 2nd ‚ scrolling ‚ ‚ ‚ ‚ preventing, by keeping critical information "above the fold" ‚ 2nd ‚ 3rd ‚ 4th ‚ search engine advertising ‚ ‚ ‚ ‚ return on investment ‚ 2nd ‚ search engine advertising, types of. ‚ ‚ ‚ ‚ paid inclusion programs. ‚ [See also individual program types Submit URL, Trusted Feed, web site optimization]2nd ‚ [See also individual program types Submit URL, Trusted Feed, web site optimization] ‚ ‚ ‚ ‚ paid placement programs. ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ Pay-Per-Placement (PPP) programs ‚ [See also individual program types Fixed Placement programs]2nd ‚ [See also individual program types Fixed Placement programs] search engine advertising. ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns ] ‚ ‚ ‚ ‚ ad-serving technology, as problematic for trademark owners ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ purchase of trademarks as keywords, as supported ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ as necessary complement to print advertising ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ as supporting optimization ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ as top Internet tool for brand enhancement ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ as way of testing new promotions ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ banner ads ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as ignored by Internet users ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as original option for online marketing ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ benefits of, over optimization ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ bid management tools, as designed exclusively for ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ click fees, determining in advance ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ Overture tools, as used for ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ comparison pages, as form of trademark infringement ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ competition with marketing partners , as problematic for merchants ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ paid inclusion programs. ‚ [See also marketing campaigns Submit URL, Trusted Feed, web site optimization]2nd ‚ [See also marketing campaigns Submit URL, Trusted Feed, web site optimization] ‚ ‚ ‚ ‚ paid listings ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ bought via paid inclusion programs, as appearing organic ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ paid listings, as added quickly to search engines ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ paid placement programs. ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ Pay-Per-Placement (PPP) programs ‚ [See also marketing campaigns Fixed Placement programs]2nd ‚ [See also marketing campaigns Fixed Placement programs] ‚ ‚ ‚ ‚ return on investment ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ testing ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns]5th ‚ [See also marketing campaigns]6th ‚ [See also marketing campaigns] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ on Pay-Per-Placement search engines, as recommended ‚ [See also marketing campaigns]2nd ‚ [See also marketing campaigns]3rd ‚ [See also marketing campaigns]4th ‚ [See also marketing campaigns] search engine algorithms ‚ ‚ ‚ ‚ matching ‚ search engine marketing (search engine positioning or promotion). ‚ [See also advertising, search engine, optimization, search engine]2nd ‚ [See also advertising, search engine, optimization, search engine] search engine optimization ‚ 2nd ‚ ‚ ‚ ‚ ‚ as supported by advertising ‚ 2nd ‚ ‚ ‚ ‚ ‚ benefits of advertising over ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ traffic generated by, as shown by web analytics reports ‚ 2nd ‚ search engine optimization experts ‚ ‚ ‚ ‚ role of ‚ search engine optimization. ‚ [See SEO] ‚ ‚ ‚ ‚ as combined with paid inclusion programs ‚ [See also organic listings]2nd ‚ [See also organic listings]3rd ‚ [See also organic listings] ‚ ‚ ‚ ‚ checklist for ‚ [See also link popularity, organic listings]2nd ‚ [See also link popularity, organic listings]3rd ‚ [See also link popularity, organic listings]4th ‚ [See also link popularity, organic listings]5th ‚ [See also link popularity, organic listings]6th ‚ [See also link popularity, organic listings] ‚ ‚ ‚ ‚ elements of. ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ alternative text (alt tag copy), in graphics ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements]3rd ‚ [See also link popularity, organic listings individual elements]4th ‚ [See also link popularity, organic listings individual elements]5th ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ headings ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ hypertext links ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements]3rd ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ link popularity ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements]3rd ‚ [See also link popularity, organic listings individual elements]4th ‚ [See also link popularity, organic listings individual elements]5th ‚ [See also link popularity, organic listings individual elements]6th ‚ [See also link popularity, organic listings individual elements]7th ‚ [See also link popularity, organic listings individual elements]8th ‚ [See also link popularity, organic listings individual elements]9th ‚ [See also link popularity, organic listings individual elements]10th ‚ [See also link popularity, organic listings individual elements]11th ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ meta data ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements]3rd ‚ [See also link popularity, organic listings individual elements]4th ‚ [See also link popularity, organic listings individual elements]5th ‚ [See also link popularity, organic listings individual elements]6th ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ page copy ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ titles ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ URL and directory file names ‚ [See also link popularity, organic listings individual elements]2nd ‚ [See also link popularity, organic listings individual elements]3rd ‚ [See also link popularity, organic listings individual elements]4th ‚ [See also link popularity, organic listings individual elements]5th ‚ [See also link popularity, organic listings individual elements]6th ‚ [See also link popularity, organic listings individual elements]7th ‚ [See also link popularity, organic listings individual elements] ‚ ‚ ‚ ‚ past use of, as enabling top-ranked listings ‚ [See also organic listings]2nd ‚ [See also organic listings] search engine visibility ‚ ‚ ‚ ‚ importance of ‚ 2nd ‚ Search Engine Visibility (book by Shari Thurow) ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ search engines ‚ 2nd ‚ ‚ ‚ ‚ ‚ algorithms ‚ ‚ ‚ ‚ ‚ how they begin finding web pages ‚ ‚ ‚ ‚ ‚ indexers ‚ ‚ ‚ ‚ ‚ indexes ‚ ‚ ‚ ‚ ‚ optimization strategies. ‚ [See optimizing search engines] ‚ ‚ ‚ ‚ pay-for-inclusion model ‚ 2nd ‚ ‚ ‚ ‚ ‚ pay-for-placement model ‚ 2nd ‚ ‚ ‚ ‚ ‚ process of ‚ ‚ ‚ ‚ ‚ query processors ‚ ‚ ‚ ‚ ‚ spiders ‚ ‚ ‚ ‚ ‚ statistics ‚ ‚ ‚ ‚ ‚ weight ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ assigning ‚ search engines, for online shoppers. ‚ [See comparison shopping engines]2nd ‚ [See comparison shopping engines] search engines, international ‚ ‚ ‚ ‚ submitting pages to, in appropriate language ‚ 2nd ‚ search engines, international. ‚ ‚ ‚ ‚ advertising on, as becoming easier ‚ [See also individual international search engines]2nd ‚ [See also individual international search engines] ‚ ‚ ‚ ‚ getting information on ‚ [See also individual international search engines]2nd ‚ [See also individual international search engines] ‚ ‚ ‚ ‚ Google France, as named in trademark infringement lawsuits ‚ [See also individual international search engines]2nd ‚ [See also individual international search engines] ‚ ‚ ‚ ‚ popular, lists of ‚ [See also individual international search engines]2nd ‚ [See also individual international search engines] search engines. ‚ ‚ ‚ ‚ as extending their reach overseas ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ as rewarding web sites with relevant content ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ click fraud, as protecting against ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ credits or refunds for ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ evidence of, collecting and reporting ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ not all click fraud, as caught ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ crawler-based, as generating listings based on keyword relevancy ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ deep content, as problematic for ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ design elements and technology, as impediments to ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ dynamic web pages, as problematic for ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines]5th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ free click-through reports, as offered by ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ free conversion tracking, as offered by ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ inclusion in databases of, as needed for organic listings ‚ [See also individual search engines] ‚ ‚ ‚ ‚ junk results on, as driving away users ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ list of, in REVShare trademark protection agreement ‚ [See also individual search engines] ‚ ‚ ‚ ‚ most popular ‚ [See also individual search engines] ‚ ‚ ‚ ‚ plain, text-heavy web sites, as preferred by ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ rejection of listings by ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ editorial guidelines, selected listing of ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ in Pay-Per-Placement programs ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ relationships between ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines]5th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as monitored by Bruce Clay ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ in international markets ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ pros and cons of, for Pay-Per-Placement clients ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines]5th ‚ [See also individual search engines]6th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ Submit URL processes, as compared to directories ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ submitting pages to ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ maximum allowable daily limit for ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ twice within 24 hours, as not recommended ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ when to resubmit pages ‚ [See also individual search engines] ‚ ‚ ‚ ‚ testing campaigns on ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines]5th ‚ [See also individual search engines] ‚ ‚ ‚ ‚ trademarks, as handled by ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ comparison pages, as form of trademark infringement ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ infringement issues, as preferably handled by clients ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ infringements of, as not monitored by ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ policies on, inconsistent enforcement of ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ purchase of, as keywords, as supported by ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ queries on, running, to catch infringements of ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ URLs, as typed directly into ‚ [See also individual search engines]2nd ‚ [See also individual search engines] ‚ ‚ ‚ ‚ web rings, as shunned by ‚ [See also individual search engines]2nd ‚ [See also individual search engines]3rd ‚ [See also individual search engines]4th ‚ [See also individual search engines] search services ‚ 2nd ‚ ‚ ‚ ‚ ‚ directories ‚ ‚ ‚ ‚ ‚ hybrid search services ‚ ‚ ‚ ‚ ‚ search engines ‚ Search.com ‚ 2nd ‚ searches, Internet ‚ ‚ ‚ ‚ by software robots ‚ ‚ ‚ ‚ ‚ popularity of, in U.S. ‚ 2nd ‚ ‚ ‚ ‚ ‚ URLs, correct and incorrect use of ‚ 2nd ‚ 3rd ‚ 4th ‚ Sears ‚ 2nd ‚ security of online business ‚ ‚ ‚ ‚ addressing, on landing pages ‚ 2nd ‚ selling, psychological factors of ‚ 2nd ‚ ‚ ‚ ‚ ‚ building trust ‚ 2nd ‚ ‚ ‚ ‚ ‚ creating rationale ‚ 2nd ‚ ‚ ‚ ‚ ‚ enhancing desire ‚ 2nd ‚ 3rd ‚ 4th ‚ Send Traffic (bidding tool vendor) ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ SEO (search engine optimization) ‚ session IDs ‚ ‚ ‚ ‚ use of, as impediment to search engines ‚ 2nd ‚ shopping online ‚ ‚ ‚ ‚ comparison shopping engines, use of ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ 7th ‚ 8th ‚ 9th ‚ 10th ‚ 11th ‚ 12th ‚ 13th ‚ 14th ‚ shopping, online ‚ ‚ ‚ ‚ deferred buying, explanations for ‚ ‚ ‚ ‚ ‚ popularity of, in U.S. ‚ 2nd ‚ ‚ ‚ ‚ ‚ security concerns, addressing ‚ 2nd ‚ Shopping.com ‚ ‚ ‚ ‚ landing page for "calla lily" ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ 7th ‚ 8th ‚ Shopping.com (comparison shopping engine) ‚ ‚ ‚ ‚ list of merchant recommendations ‚ 2nd ‚ 3rd ‚ ‚ ‚ ‚ ‚ survey conducted for ‚ 2nd ‚ ‚ ‚ ‚ ‚ television campaign launched by ‚ 2nd ‚ site maps ‚ 2nd ‚ site navigation ‚ ‚ ‚ ‚ examples of problematic navigation schemes ‚ small business e-commerce solutions ‚ 2nd ‚ ‚ ‚ ‚ ‚ advantages of ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as costing less than other ROI tracking solutions ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ e-commerce and e-marketing, combining ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ 7th ‚ 8th ‚ 9th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ easy setup, for "non-techies" ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ marketing perks and discounts ‚ 2nd ‚ 3rd ‚ ‚ ‚ ‚ ‚ challenges of ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ bid positions on Pay-Per-Placement search engines, as not maintained by ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ customer support levels, as varying ‚ 2nd ‚ 3rd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ dynamic web pages, as impediment to search engines ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ paid listings, as not managed by ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ separate tracking of campaign components , as time-consuming ‚ 2nd ‚ ‚ ‚ ‚ ‚ customer support ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as offered by major third-party providers ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ questions about, for potential vendors ‚ 2nd ‚ ‚ ‚ ‚ ‚ third-party providers of ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ 1ShoppingCart.com ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ Yahoo! Small Business Merchant Solutions ‚ 2nd ‚ ‚ ‚ ‚ ‚ tracking URLs, as used to monitor advertising results ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ 7th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ separate tracking of campaign components, as required ‚ 2nd ‚ 3rd ‚ speed ‚ ‚ ‚ ‚ of downloads ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ rules of web design ‚ 2nd ‚ 3rd ‚ spidering ‚ ‚ ‚ ‚ versus submission forms ‚ spiders ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ automated activities by, as considered invalid clicks ‚ 2nd ‚ ‚ ‚ ‚ ‚ deep content, as problematic for ‚ 2nd ‚ ‚ ‚ ‚ ‚ design elements and technology, as impediments to ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ dynamic web pages, as problematic for ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ ‚ ‚ ‚ ‚ excluding temporary pages from indexing by ‚ 2nd ‚ ‚ ‚ ‚ ‚ pages to exclude from indexing by ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ redirect pages ‚ 2nd ‚ ‚ ‚ ‚ ‚ retrieval of web site pages by ‚ 2nd ‚ ‚ ‚ ‚ ‚ Robots Exclusion Protocol ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ placement of robots.txt file ‚ 2nd ‚ ‚ ‚ ‚ ‚ static web pages, as preferred by ‚ 2nd ‚ ‚ ‚ ‚ ‚ third-party e-commerce web pages, as non-indexable by ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ Sponsored Links (Google) ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ as appearing quickly online ‚ 2nd ‚ ‚ ‚ ‚ ‚ as included in AOL search results ‚ 2nd ‚ ‚ ‚ ‚ ‚ Interest Bars in, as indicators of ad popularity ‚ 2nd ‚ 3rd ‚ sponsored links or listings. ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine]3rd ‚ [See also advertising, search engine]4th ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ as clicked on by Internet users unaware they are ads ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ changing regularly, as best practice ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ editorial guidelines for ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ including purchased keywords in ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine]3rd ‚ [See also advertising, search engine]4th ‚ [See also advertising, search engine]5th ‚ [See also advertising, search engine]6th ‚ [See also advertising, search engine]7th ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ organic listings, as differentiated from ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine]3rd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ placement of, above organic listings ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ traffic volume of, as higher than for organic listings ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine] ‚ ‚ ‚ ‚ use of trademarks in, by other companies ‚ [See also advertising, search engine]2nd ‚ [See also advertising, search engine]3rd ‚ [See also advertising, search engine] Sprinks ‚ 2nd ‚ 3rd ‚ 4th ‚ static web pages ‚ ‚ ‚ ‚ as preferred by search engines ‚ 2nd ‚ ‚ ‚ ‚ ‚ changing dynamic pages to ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ as prerequisite for use of Submit URL ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ best process of, choosing ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ methods of ‚ 2nd ‚ ‚ ‚ ‚ ‚ use of, in e-commerce web sites, as best practice ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ 7th ‚ 8th ‚ statistics ‚ ‚ ‚ ‚ of search engines ‚ Stricchiola, Jessie (Alchemist Media, Inc.) ‚ ‚ ‚ ‚ click fraud detection by ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ credit for click fraud, as negotiated by ‚ 2nd ‚ subject directories. ‚ [See directories]2nd ‚ [See directories] submission forms ‚ ‚ ‚ ‚ versus natural spidering ‚ Submit It! (Microsoft bCentral search engine submission service) ‚ Submit URL (paid inclusion program) ‚ 2nd ‚ ‚ ‚ ‚ ‚ advantages of ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ continual re-indexing of site pages ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ free rankings for relevant secondary keywords ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ least expensive long- term advertising program ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ listings appear as organic ‚ 2nd ‚ 3rd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ quick first-time inclusion ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ stable positions in directories ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ as least expensive long-term advertising program ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ annual or semi-annual fee for unlimited traffic ‚ 2nd ‚ ‚ ‚ ‚ ‚ as offered free of charge ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ by few search engines ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ in past ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ pros and cons of ‚ 2nd ‚ ‚ ‚ ‚ ‚ as used for web sites under 500 pages ‚ 2nd ‚ ‚ ‚ ‚ ‚ challenges of ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ design elements and technology, as impediments to search engines ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ monitoring of, as harder than for paid placement programs ‚ 2nd ‚ 3rd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ organic listings, as placed below paid listings ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ rankings and clicks, as not guaranteed ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ detailed keyword reporting, in free click-through reports, as not offered by all search engines ‚ 2nd ‚ ‚ ‚ ‚ ‚ guidelines for web pages ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ keywords, evaluation and placement of ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ranking reports, as useful ‚ 2nd ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ site design, minor modifications to ‚ 2nd ‚ ‚ ‚ ‚ ‚ relevant content on web pages, as boosting listings ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ ‚ Matco Associates Inc. ( welding firm), as example of ‚ 2nd ‚ 3rd ‚ 4th ‚ ‚ ‚ ‚ ‚ reports on keywords, as provided with ‚ 2nd ‚ ‚ ‚ ‚ ‚ third-party tracking URLs, as not supported by ‚ 2nd ‚ ‚ ‚ ‚ ‚ use of, to access deep content ‚ 2nd ‚ Sure Hits (bidding tool vendor) ‚ 2nd ‚ 3rd ‚ 4th ‚ 5th ‚ 6th ‚
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