Mohamed Nabil

1. SEO
(Search Engine Optimization)
Prepared by:
Name: Mohamed Nabil Ragab
Mob: 01005106326
Email Address: mnr62@hotmail.com
Submitted to Dr. Alaa Erakat

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Table of Contents
- Introduction
- What is Search Engine Optimization.
- Search Engine Optimization help businesses to grow
- How search Engine optimization Work
- What is the on-page and off-page SEO, as well as technical Search Engine
optimization.
- Search engine marketing
- How Search Engine Market Work
- Factors that make a successful search Engine Market Campaign
- Search Engine Marketing Player is SEO & PPC
- Advantage and disadvantage SEO & PPC
- Search engine optimization pay per click working together
- Conclusion.

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Introduction
The Internet is a vast community with millions of users, and it is also regarded as
one of the most important communication tools in today's world. This large
community is also known as an important customer potential for anyone who
considers doing business on the Internet. In the modern world, the internet has
become a new channel of business communication that was previously
unattainable, by utilizing traditional selling channels, it is possible to achieve such
a large volume. The Internet's change in working methods has caused some
changes in other areas, and it has also giving the businesses to require Internet-
based marketing activities. because of the growing popularity of the Internet, a
crowd, Marketers who want to reach out to electronic communities with high
potentials to reach customers quickly and effectively using direct marketing
methods. (Veglis, 2015)
On the internet we will find more and more millions of thousands web sites
available and prepared to give in on a wide range of interesting and enrichment
information themes. Search Engines are messengers who deliver the same
information to you whenever you need it. Also, we will find out the unfortunate news
is that there are millions of pages available and prepared to deceive you with fake
data or information created by the author's passion and imagine. For that we use
Search Engines are your redeemers since they keep these fraudulent websites
and content from reaching out to you. (das, 2021)

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SEO is an abbreviation for "search engine optimization." It is the practice of
increasing the quantity and quality of traffic on the website, as well as brand
exposure, through unpaid search engine result, regardless of the abbreviation of
SEO is as much about people as it is about search engines. It is about figuring out
what people are looking for online, what answers they want, what words they are
using, and what kind of content they want to consume. realized and educate the
answers to these questions will authorized you to joining with people who are find
out the solutions you provide online, knowing your audience's intent is one side of
the SEO coin and the other is delivering it in a way that search engine crawlers
can find and understand. we should Expect to learn how to do both in this guide.
(Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin, 2012)
It is also one of the few online marketing channels that, when properly set up, can
continue to pay dividends over time. If you create good content that deserves to
rank for the right keywords, your traffic will grow well over time, whereas
advertising requires ongoing funding to send traffic to your site. (Veglis, 2015)
Search engines are becoming smarter, but they still needed our assistance.
improving your site will assist in providing the better information to search engines,
(Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin, 2012)
allowing your content to be properly indexed and displayed in search results and
give website highest ranking and high traffic (Veglis, 2015)
search engine optimization in the world is complex and changing continuing, but
the fundamentals are simple to grasp, and even a small amount of search engine
optimization knowledge can make a significant difference. (Ravneet Singh
Bhandari , Ajay Bansal, 2018)

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Internet connectivity now rules the world, and it is nearly impossible to find anything
on the internet without using a search engine. but what exactly is this search
engine, a search engine is a complex piece of software that, like a finder, visits
various websites and their pages to assist the searcher in finding significant data,
Search engine optimization is a mechanism that help the searcher to obtain the
most relevant results or suitable result from his online search. It also helps
marketers by displaying their advertising to the proper people at the proper time
and proper place. Marketers can help to improve their quality score to improve the
rankings of their advertisements on search-results pages. (Ravneet Singh
Bhandari , Ajay Bansal, 2018)
1- What is Search Engine Optimization.
Now we are going through elaborating and defining that what is Search Engine
Optimization
It is tool that is obtaining traffic from search engines Organic - Unpaid - editorial or
natural search results. (Ravneet Singh Bhandari , Ajay Bansal, 2018)
A search engine is an online tool that searches the internet for websites based on
the user's search query, it uses unique search algorithms to find the results in its
own database, sort them, and create an ordered list of these results. This is
referred to as a search engine results page Search Engine Result page (Ravneet
Singh Bhandari , Ajay Bansal, 2018)
The users can use search engines to find content on the internet by using
keywords. Even though a few search engines dominate the market, people can
use a variety of search engines. When a user types a search query into a search
engine, a search engine results page is returned, with the found pages ranked in
order of relevance. The method by which this ranking is accomplished varies
between search engines. (Kent, 2012)

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To improve user experience, search engines frequently modify their algorithms the
programmers that rank the results. They want to understand how users search so
they can provide the best answer to their query. This entails prioritizing the highest-
quality and most-relevant pages. (Kent, 2012)
Also, it is referring to techniques that support your website rank higher in organic
search results, increasing the clearly of your website to users who use search
engines to find your needs such as services or product (Kent, 2012)
Search Engine optimization is a subset of Search Engine Marketing, important
term that including all search marketing strategies. organic and paid search are
both included in Search Engine Marketing. You can pay to have your website listed
on a search engine so that it appears when someone types in a specific keyword
or word, on the search engine, both natural and paidlistings appear, but in different
places on the page. (Kent, 2012)
Search engine marketing has proven to be a successful audience acquisition
strategy, allowing businesses to determine the consumers by allocate the
advertisements on search engines. In contrast in the traditional through online
advertising, the advertisers only pay in case the users click on a search engine
Marketing advertisement, the two main goals of most online advertising campaigns
are brand development and direct feedback, which, when properly implemented,
can generate consistent traffic levels and a massive return on investment. Finally,
which marketing channels to use are determined by which strategies provide the
highest Return on investment. Furthermore, because their potential customers are
already online, those who use the web to offer products and services clearly stand
to benefit from Internet advertising. Non-web-based businesses may choose
online marketing to enhance the exposure and brand promotion. (Boughton, S.
Bartlett, 2004)

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A piece of internet-based software that help and allow us to search a database of
specific word, document, or text it most used as refer to describe Search engines
that crawl billions of web pages on the internet. (Kent, 2012)
Also, we can retrieve back result quickly, even if there are numerous of websites
online, because search engines continuously scan the Internet and index every
page they find. (Ravneet Singh Bhandari , Ajay Bansal, 2018)
Whenever a user used a search term into a search engine, the search engine
examines pages in the website content, title and returns a list of results other
meaning we can say generate a list of sites, that is relevant with search term,
additional that it is focusing to improve the pages ranking. (Ravneet Singh
Bhandari , Ajay Bansal, 2018)
Additional that we define it as categorizing the content of a website to excess its
opportunity of appearing in search outcomes. Essentially, it is the process of
excess your opportunity of get organic traffic from search engines.
is essential because it keeps you on track when build content. Rather than simply
to build the content focus on what you believe people want, your strategy will
confirm that you are build content that users are looking for. (Eric Enge, Stephan
Spencer, Jessie Stricchiola, and Rand Fishkin, 2012)
Users who Improve their websites to rank higher in search engine results pages
and gain more natural traffic in essence, it is a highly profession content strategist
who suitable with businesses to identify opportunities to answer questions about
their industries (Eric Enge, Stephan Spencer, Jessie Stricchiola, and Rand Fishkin,
2012)
Every industry has a different goal for that. It is their responsibility to investigate
their industry, identify what their audiences care about, and put a strategy that

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support them with what they seek, it is achieve by search engine optimization
(Ravneet Singh Bhandari , Ajay Bansal, 2018)
Moreover, search engine optimization is very important, it is best channels for
online marketing, if it done in right way, it helps continue to pay off in the long run.
the traffic will increase over time if you build quality content that deserves to rank
for the right keywords, while advertising needed ongoing funding to send traffic to
your site. (Boughton, S. Bartlett, 2004)
Also, it is supported to get better information, when the content is list in the right
way to present the product and customer will be gone to buy it. (Ravneet Singh
Bhandari , Ajay Bansal, 2018)
It helps to ensures that search results are balanced. The higher you rank in search
engine results pages, the more clicks and traffic your website will receive. also
develop user experience and enhance the likelihood of client becoming returning
to buyers (Boughton, S. Bartlett, 2004)
Now search engine optimization is materiality because it increases the visibility of
your website, it does means extra traffic and extra opportunities to turn on
prospects into customers. (Eric Enge, Stephan Spencer, Jessie Stricchiola, and
Rand Fishkin, 2012)
2- Search Engine Optimization help businesses to grow
the business owners fail to recognize the importance of Search Engine
optimization in their overall strategy in digital marketing, this is first step because
not everybody fully understand everything that search engine optimization has to
present. search engine optimization can support your business and turn out more
successful online in a different of ways (carlos, 2020)

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it is giving support and successful factor for business, the search engine
optimization provides business priorities to first page in search engine optimization,
and it is grant high-quality content that will help prospects customers faith that you
are a credible and responsible source in the market In most status, This means
that excess your whole credibility and classification on the first page of search
results can result in more users visiting your website. (carlos, 2020)
It is targeted to Identifying and Communicating with a Specific Audience also it is
specific function, that are intended to create valuable metrics and information
about the kind of users searching online for your special products and services,
Using this data, and search engine optimization expert will be qualified for identify
the kind of term that potential clients are using when searching for services and
products in your marketplace online, permission them to optimize your website's
content to greater target that specific users, finally all of them will be boost the
business in marketplace. (carlos, 2020)
Once the content on the website has been optimized to arrive a particular target
market, for that it will turn into easier to convert website users to real client , This
is in order to the users who find and enter the website are searching for the
products and services that are offered, By concentrate in more specific users, you
will excess the value of prospect client entering your website, which translates into
better results and higher profit margins. (carlos, 2020)
It is support business to keep on going in competition, by the businesses that
represent at the top of the search engine outcomes page have a big chance of
keep prospect clients away from businesses that show further down the page.
(carlos, 2020)

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It is allowing you to target the potential client you want to look up your websites,
because business can amin the identical users rather than depend on broad
advertising, additional that everyone depend on search engine optimization to find
anything through online website (Mortimer, 2015)
the investing in SEO services for your organization website, you will get greater
control over its rankings, when giving a team of search engine optimization experts
to work on your website on a regular basis is the first step toward assisting your
business in growing and prospering online. (carlos, 2020)
3- How search Engine optimization Work:
The search engine that is operate didn’t select this page at random method and
deliver you here in the wishes that it would be reply your question about how
search engine optimization works , in practical and reality , it is utilize a complicated
algorithm to identify which of the more than million pages it has listing on the topic
of search engine optimization would be most suitable to present to you in the hope
of providing the best answer to your question . (SHERMAN, 2020)
search engine optimization expresses that is a digital marketing strategy that
based on your website’s finding in search results on search engines like Google.
When you well know and understanding how search engine optimization works,
you can use many different tactics to excess your visibility or how to be top ranking
in search results. (SHERMAN, 2020)
First, we can take about how can Algorithms work and help to Search engine
optimization to work, through the vast amount of information available on the
website, exploring what you need would be nearly impossible without some
assistants and rearrange through it. classification systems are designed to do
just that rearrange through billions of web pages in our Search listing to find the
most relevant, useful results in a tenth of a second, and introduce them in a way
that assist you find what you are looking for. (SUN, 2019)

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The classification systems are comprised of not one, but two, components, but
whole set of algorithms it is provide you with the most relevant data and information
that is enabling to reach to relevant website needed , the algorithm concentrate to
search about many factors that is relevant to website request from visitor to give
the useful information example of what is relevant pages to the word of query and
credibility of sources , when the content is more than new it paly big role in
answering in topic and news (SUN, 2019)
Additional that algorithms used in search engine to calculate how valuable a page
is in relation to a relevant search query, however all series of algorithms, To
provide you with the most suitable information , many factors find to calculate the
control of webpage for that google use over 200 ranking factors and page rank
from 0 to 10 is one of them (SUN, 2019)
Google use method ranking by assignment page rank for every webpage, we can
find website link to your website, a few its page rank is delivered to you. The widely
sites that link to you, the higher your page rank and the more credibility your site
will find to search engines. (SUN, 2019)
Moreover, Research, Experimentation and Reserve Engineering Improve Search
Engine Optimization it is support to continuous change search engine optimization
algorithm updated and continues search on website and document (SUN, 2019)
Now we will be talking about Crawling it is major method used to follows links from
pages they are already familiar with to pages they are unfamiliar with to pages, in
this method a computer program known as a spider to accomplish this
(SHERMAN, 2020)

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Also, Crawling is the process responsible for find out by which search engines
dispatch a team of robots referred to as crawlers or spiders to find new and
updated content. Content can take many forms, it could be a webpage, an image,
a video, a PDF, or anything else, but in any case, the format, content is found out
through links. (SHERMAN, 2020)
Additional that to execute a search engine by utilize the program called crawler or
spider we can follow an algorithmic method to identify which website to crawl and
how often, the mechanism of search engine crawl is get about within your sites to
find, detect and record any links on pages to gather it and add in the list when craw
later , this mechanism describe how to found new content (SHERMAN, 2020)
To find out and enter web pages, search engines utilize their own web crawlers,
every program search engine crawler start crawling in site by downloading its
robots.txt file , That is including the rules with meaning what pages find out
should or should not crawl on the site , also give information about the contain in
the sitemaps , this contains gathering in the lists of URLs that the site need to
make a search engine crawler to crawl , also we even state Search engine
crawlers utilize a numerous of algorithms and rules to identify how repeatedly a
page necessary repeated crawled and how often pages on a site necessary
indexed. for that a page that changes a regular basis may be crawled more
repeatedly than one that is difficulty to modified (Marsden, 2018)
In brief we will elaborate crawling as follow it is mean how to follow the link,
Crawling is the method of indexing that is used to crawls the internet and indexes
the pages (anuragtarang60, 2020)
In this phase Indexing it is the method of storing information found in an index, a
massive archive of all the material they have found that appears good enough to
serve to searchers (Marsden, 2018)

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When finished a search engine transaction each of the web pages it crawls , it
gathering a huge index of all the word it find and located on each page , this is
database stand for essentially of billions web pages, The information is then
rearrange well and interpreted in right way by the search engine's algorithm to
determine its significance in comparison to similar sites . (Marsden, 2018)
After received the search request, the search engine processes it by make
matching in the search appear in the request to the make list of pages in the
database or information find (tutorialspoint, 2015)
in this phase we start to follow and calculating the Relevant paged that is apper
for that the search keyword phrase is likely to shows on many pages, the search
engine start calculating the contact with each page in its index to the search
keyword phrase (tutorialspoint, 2015)
The Mechanism of Ranking in search Engine it does mean the position of website
when the search Engine generate result page (Veglis, 2015)
When a user enters a search inquiry, the search engine start to searchers its
database for pages that relevant the users inquire, after that arrange and appear
the most relevant results to the user. Search engine algorithms identify the order
in which pages will be display, considering hundreds of ranking varieties. After that,
each page is given a ranking score. (Veglis, 2015)
That is helping to get search engine on highly rank, the website must achieve
outperform all other sites that are qualified to shows in a related search inquiry.
(Veglis, 2015)

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4- What is the on-page and off-page SEO, as well as technical Search
Engine optimization.
On page SEO the objective from this practice is it improve web pages content for
search engine and visitor mutual on-page SEO usages encompasses improving
all tags, content, keyword, speed, internal linking, and URLs. (das, 2021)
Also, On-page search engine optimization progress to the highest search rankings,
and increase traffic in web page, and more transformation. On-page search engine
optimization takes time to generate result, but once it does, it can increase your
online rankings and sales dramatically. (das, 2021)
Also we go through some factors determine on-page search engine optimization
in brief such as content it is significant approach it is responsible to improve
description key word the content with excellent value will make more visit but the
poor content will be lead to no one visit pages, keyword should be improve the
main keyword which is suitable pattern for internet users, title tag it significant
factor in on-page search engine optimization after content , should be select
correct word and should be title to 65 characters not more than less , Meta
description it is a brief explanation that show below the URL on a search engine
underline a headline in a social post. It explained the content on that page but,
more significant, it’s also written to support your website to appears in the list of
search engine result page results, to ensure that your entire description appears
in search results, keep the description to less than 155 characters (das, 2021)
off-page SEO it is including and refer how to make link more and mor popularity
by exchange link, use incoming link from another web site also indicate to the factor
that ranking the page and that incident outside of your webpage. Also, we can
elaborate some factors determine off-page search engine as follow backlink or
use incoming link from another website, we will find to factor effect in backlink is

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the number and quality, the website is big factor that help to improve search
engine, more and more linking to your content it is helping to boost ranking of your
website such as subscribe in industry community, press release, additional that we
have factor is social promotion it is page ranking indirectly to the interact on a
social media post, and social posts that release more and more clicks will be
ensure help to support traffic to the website and releases more millions of link
shares. (das, 2021)
Technical Search Engine optimization, it is divided into two sections will be
elaborate below as follow:
White Hat SEO: Techniques recommended by search engines as a component of
a design that has been approved
It is improving your search engine listing in an ethical method and in accordance
with their guidelines the strategies are designed to go better in your website's
ranking on Search Engine Result Page s while also providing an excellent user
experience to people that is uses the website. (Jonn, 2020)
Also, it is indicated to show high end quality content and services and very high
speed in site when using loading and give enrichment keyword, that help to using
website in easy way (Jonn, 2020)

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Black Hat SEO: it is techniques that search engines do not accepted and trying to
reduce the impact of. These techniques are also known as spamdexing.
It means engaging in risky behavior You use the strategies that can use and let us
be honest, do well best work. Unless they do not. These range from using tactics
that violate search engine guidelines to more and more dangerous activities, which
can lead to manual actions. (Jonn, 2020)
5- Search engine marketing:
With the evolution of the marketing landscape and the rise of digital Marketing,
advertisers and marketers frequently inquire about What is Search Engine
Marketing it is new norm to businesses to get share in market via online by buy
advertising on search engine as Google, Bing, or Amazon, that process help
organization to promote products or services (Tiwari, 2021)
With the advance and more change of the mobile tech and internet, it is changed
the whole marketing strategy. now days people depend on heavily on search
engines such as Google, Bing, and Yahoo to research and find out your need such
as products before taking the decision to buy via online or going to store (Tiwari,
2021)
Over the years, the world of advertising has changed dramatically in terms of how
to improve organization brands, products, and services. As advertising on
television or in print magazines has become less effective in capturing human
attention and encourage them to take action that is positive. We live in a digital
world, and businesses are move to digital marketing and advertising to attract
clients to their second home it is become small world the internet (Chris Barry and
Debbie Charleton, 2014)

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Search engine marketing It is the method to provide more and more traffic from or
vision on search engines. The phrase is sometimes reduced it to search marketing.
Search engine marketing is very significant to your organization because it isgiving
direct impact way to improve a website’s vision via paid search marketing,
contextual advertising, and search engine rankings. (Mike Moran , Bill Hunt, 2014)
Search Engine Marketing - SEM is the procedures of support to increase traffic in
maximum and concentrate the visibility of your website, goods, and services
through a search engine. Also Search engine marketing is amendment the website
consists of hidden and visible to be listed to be high on search engine indexing.
(Mike Moran , Bill Hunt, 2014)
Search marketing accomplish to consumers at a time when they are most open to
new information. Paid per click advertising, in contrast to most of the digital
advertising, is non-intrusive and does not interfere with their tasks. (Mike Moran ,
Bill Hunt, 2014)
Search engine marketing it is important it is important factor that control the
direction of customer additional that in a daily millions of people look for reply on
the internet, if it’s for a problem they are attempt to find the solution or a product
they want to get , planning to take a vacation, discovering new entertainment place
new food court and so on , now the search engine marketing become in the top
priority and essential however it is confirm and ensures that your select the
audience shows the content you build in their search query outcomes. you aren’t
left the competition for organic space, because your advertisements appear at the
top of the first search engine result page You can reach out to your target audience,
drive traffic, and increase conversions. (Mike Moran , Bill Hunt, 2014)

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Search marketing is an important and strong strategy that is support for all
businesses who want to increase the value and grow their companies. Keep in
mind the competition is not waiting on the sidelines to see what others are doing
are carrying out. (Jonn, 2020)
The use of paid strategies to promote your website is known as search engine
marketing, or search engine Marketing, this is a low-cost method because search
engine marketing campaigns are targeted, and you only pay when you see results
Pay-per-click advertising, Ads are displayed in a prominent position on a search
results page in response to trigger key words. When a searcher clicks on an ad,
they are directed to the corresponding website, if someone make a click when
appear the advertisement will cost a different amount depending on the 'bid' price
of the trigger keywords. (Jonn, 2020)
6- How Search Engine Market Work:
Certain complex algorithms are used by search engines for them to function
properly. This confirm that search queries select the suitable and more than
relevant results based on the location and other data available. Paid search
advertising works in such a way that owner ads appear at the first of the page or
beside the very first search engine outcomes, compared to organic search engine
Marketing, it increases the vision and awareness of advertising websites over
competing websites. For example, if you need to search for a specific product or
service vis online, you can act and do a search engine and enter
the appropriate keywords, when appear a search results page, you will see
advertisements from different organization, the keywords of find and appropriate
with the words you put in the search place. The ads are more than appropriate to
shows alongside the search index that will be applied the entered keywords in the
most prominent locations on the search engine results page, you are more likely
to click on these paid listings because they are always the most relevant to the
precise search that you made. From the consumer's perspective, this is how

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search engine Marketing works. Now let us have a look at how it works from the
advertiser's perspective. (Baadsgaard, 2017)
The advertiser is asked to do the following:
- Make a list of precise keywords linked to the product or website they would
like to promote.
- Select a geographic area in which they want the ad to be displayed.
- Build a text-based ad that will appear on the search engine results page
that is relevant.
- Prepare a price offer for how much they are willing to spend for each click
on their ad.
7- Factors that make a successful search Engine Market Campaign:
Determine who you want to reach.
Search engine Marketing advertising campaigns necessitate dipping into your
company's marketing budget. You require outcomes. You must make wise
investments. It is not enough to know how to conduct a PPC campaign. You must
understand who your intended audience is. Knowing who to advertise to increases
the chances of a successful campaign because it permits you to better realized
your prospects l buyer's mindset. This knowledge grants you a merit because you
can add your adverts to match with the needs of your purchaser (Dave, 2019).
Implement a keyword search.
Keyword research is another marketing strategy that can help you run a successful
Search Engine Marketing campaign. When it comes to paid per click advertising,
keyword bidding is essential. When you use keyword bidding, you instruct the
search engine to show your advertising to those who are seeking for the search
words you specify. (Dave, 2019)

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When you auction on the incorrect keywords, your ads are shown to the incorrect
people, who may or may not be looking for products and services that are relevant
to your organization. So, before you start your Search Engine Marketing campaign,
you should start to procedures a thorough keyword study. To get the most bang
for your buck, try focusing on long-tail keywords all those help to achieve efficiency
target (Dave, 2019)
prepare relevant and directed ad copies.
Users or visitors should need to click on your SEM advertising for them to be
effective and have a high CTR. Here will go through a few pointers to help you
write directed ad copy, create eye-catching advertising that meet the user's search
intent, to ensure ad copy success, will start to select and use the keyword in the
advertising content for search engine effectiveness, take care and avoid extensive
copies to Keep it short and sweet all of those achieve target (Dave, 2019)
Create a landing page that encourages conversions.
The user will click on your adverts if you write interesting ad copy. It is perfect. So,
what is the next, following that, the user is forwarded to your landing page. This is
where all the action takes place. As a result, you must make your landing page as
great as possible. Here are some ideas for creating a high-converting landing
page:
- A landing page is not the same as a home page. don't include any more
information than is absolutely necessary.
- Go to straight to the point. Your landing page should convey the desired
message quickly.
- Effectively communicate the useful for your product or service listings.
- Ensure that you call at action CTA is obvious, so your visitor or users know
what to do next

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- Give away something for free. Being generous always helps, whether it's
with an eBook or other pertinent materials.
- Show pop-ups to leads who make it all the way to the bottom of your landing
page. You will not lose prospects consumers because of ill-timed and
frequent pop-up displays if you do so. (Kent, 2012)
Assign your price offers:
we start that you know how to write interesting ad copy, landing pages, and which
keywords that achieve goal, all you must do is set your price bids for the keywords
you want to target, when offer on paid per click keywords, you should aim for offer
that are within your marketing budget rather than exceeding it. (Tiwari, 2021)
Release Targeted Advertising.
The best way is creating highly focused advertising after you've enter your price
high for more complicated and targeted outcomes, the advertising targeting is the
procedures of assign the relevant parameters to achieve the max your advertising
campaign. You can use it to instruct the search engine who to show your ads to
and when to show them to your targeted audience. It is also known as search
engine Marketing and paid per click Ad targeting, below find the type of advertising
targeting: (Kent, 2012)
Site targeting it is possible that is target your ads to a specific nation, city, or area,
additional that a certain zip code. This is quite useful for a company that wants to
target clients in their immediate area. (Baadsgaard, 2017)
Targeting Advertising Schedule If you have a good understanding of your target
audience and know when they are likely to go online, targeting advertising
schedule might be effective, you can use it to target folks on determine days of the
week or even specific hours of the day with your ad. (das, 2021)

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Demographic Targeting: Most of a cosmetic organization target audience is
women. matched, a bike shop will cater primarily to men. group targeting is the
tool for you if you have a product or service that caters to a specific demographic.
It permits you to customize your adverts and achieve goal them to certain
demographic groups based on age and gender. (das, 2021)
Device Targeting: Because customers prefer to browse and shop on their mobile
devices, many organizations are building mobile-first websites and the platforms
foe eCommerce. you may edit your ads and show them to viewers on specified
devices, such as PCs, tablets, and mobile phones, using device targeting. (das,
2021)
Follow up campaign achievement,
it is time to go live with your advertising now that you have completed the last
stage. In a month or two, you should see effects. After at least a month of running
your paid per click ad campaign, keep track of the results. If your advertising is not
doing properly, figure out what is going wrong and fix it. (das, 2021)
progress your quality score,
after advertising shows for a certain term but did not find anyone clicks on it, the
search engine elaborates this as a hint that your ad is not relevant to the target
phrase. As a result, your quality rating suffers. To avoid this, make sure your paid
per click or search engine marketing campaign is searching to find matching the
relevant keywords, The percentage of impressions that result in a click is known
as the click-through rate (CTR). The higher your click-through rate (CTR), the
higher your quality score, Landing page quality will express by Google determines
your quality score based on indicators such as the number of conversions you
receive after someone clicks on your ad. If consumers click on your ads but do not
complete the call to action (CTA) or leave your website right away, it is likely that
the website was misleading or that they had a bad user experience. Your quality

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score will suffer as a result. As a result, make sure your landing page is a natural
extension of your marketing. On your landing page, do not write anything that is
not important. a page for optimal efficacy and a higher quality score, keep it strictly
relevant and brief. (das, 2021)
Ad Text matched, is your ad text related to the search query of the user - Is it
fulfilling the user's search intent - If it does, your quality score will enhance. If it
does not, your quality rating will decline. As a result, make sure your ad text is
appropriate. (Dave, 2019)
Historical progress, Search engines track the performance of your adverts over
time. So, before you track your ad implementation, make sure you have had your
campaign running for at least a month before making any alterations or alterations
to your paid per click ad campaigns. (tutorialspoint, 2015)
Negative keywords should be avoiding
Negative keywords are unrelated search terms that should be avoided in paid per
click advertising, due to their low turned rate. They are semantically like your word
select, but they have nothing to do with your target keyword's search that is assign,
ad copy, or ad campaign. (das, 2021)

24. 23 | P a g e
8- Search Engine Marketing Player is SEO & PPC
Search Engine optimization:
Both paid and unpaid marketing initiatives are part of a Search Engine Marketing
strategy, you have two options for helping your firm succeed as a business, Pay-
per-click advertising, and Search engine optimization (Hollingsworth, 2019)
The term search engine optimization refers to the process of optimizing a website
for search engines. It is a strategy of obtaining visitors through search engines'
unpaid, organic, or natural search results, this strategy entails enhancing your
visibility through unpaid labor, Organic results are unpaid advertisements that
display on the search engine results page (SERP) (Hollingsworth, 2019)
The term of Organic search refers to search results that are generated
spontaneously by a search engine and are unaffected by organizations or search
providers. (Hollingsworth, 2019)
How search engine discovering, Organic listings are discovered by search engines
like Google and Bing scouring the internet with spiders that evaluate the language
on your website, documents, and other information, The data in your website's
source code called meta tags, as well as if other sites are linked directly to your
website, are also considered by the search engines, The goal is to achieve the
greatest possible results. If consumers are not clicking on your site from the search
engine result page, Google's algorithms will be updated to prioritize higher-quality
matches for an inquiry. (Hollingsworth, 2019)
It will need considerable preparation, research, and effort to use search engine
optimization in efficiently. Search engines are intelligent, but they do require some
assistance from time to time. It is critical to understand how your target audience
searches online and how to provide them with the information they require.
(Hollingsworth, 2019)

25. 24 | P a g e
Adding keywords to your website is not the only thing that SEO entails. You must
devote time to the following, identifying who your target market is What exactly are
they searching for? What is the best way to find the information using search
engines? (Hollingsworth, 2019)
Pay per click (PPC)
is an advertising approach that allows businesses to only pay when everyone
clicks on their ad on the internet. This approach Pay per click advertising is offered
on a bidding basis by search engines such as Amazon and Bing, with the highest
bidder usually receiving the most a prominent location. (Gilbert, 2021)
When it comes to the ability of searchers to reach your website on the search
engine result page paid search gives you a lot more power. Advertisers use pay
per click to announce Google which search phrases it means they want their ads
to be appear for. When everyone starts to click on their ad and is sent to their
website, Google displays and offering their adverts and charges them - pay per
click. (Gilbert, 2021)
Pay per click is a type of online advertising in which marketers are charged each
time in other managing it uses money to purchase a user clicks on one of their ads.
(Gilbert, 2021)
PPC advertising come in a variety of forms, but one of the most frequent and
popular is the sponsored search advertising. These adverts appear when
individuals use a search engine like Google, Amazon, LinkedIn, and bingo to see
and browsing about items online, mostly when they are doing commercial
searches, which that is means they're find out something to buy. This might be
anything from a mobile search to a social media post, for example, someone
looking for restaurant to deliver food near me on their phone to a local service
search, for example, someone looking for a doctor or a mechanical in their area,

26. 25 | P a g e
to individual looking for a gift such as present a gift to friend birthday or a high-end
item such as enterprise software. All these inquires result in pay-per-click
advertisements. (Gilbert, 2021)
Corporation that is use run ads in pay-per-click advertising are only paid the fees
or charged when the users or visitor clicks on their ad, thus the name. (Gilbert,
2021)
How pay per click work
Google Ads Accounts are created by advertisers, by creating keywords, the team
responsible for strategizes on the kind of search terms they want the ads to appear
for , to drive a buyer to a particular advertisement and the page needed to
advertisement , a group of keywords must be gathering and combined , In the
Google Ads biding, Google sells ad space to advertisers , Advertisers and traffic
on webpage are ranked by Google relying on their ad rank, which is identify by
their auction and quality scores. (Gilbert, 2021)
Advertisers cannot be easy more money spend to ensure and confirm that their
advertising appear more outstanding and unique than their competitors'
advertising beside to the results on a search engine, frequently referred to as a
Search Engine Results Page, or SERP. Instead, Google and other major a fully
automated process is used by search engines. known as the Ad biding to decide
and set the relevancy and legitimacy of adverts that appear and represent on their
search engine result page (Gilbert, 2021)
Keywords are at the heart of the pay-per-click approach. online advertising or
advertising through webpage, also known as sponsored links, represent and
appear in search engines only when visitor searches for a keyword relating to the
service or product prospected to marketed. corporation that uses pay-per-click
advertising approach must therefore research and analyses the keywords that are

27. 26 | P a g e
most relevant to their products or services. Investing in suitable and appropriate
keywords can direct and lead more clicks and, unlimited to get better revenues
(Gilbert, 2021).
The pay per click approach is seen as beneficial by both advertisers and publisher,
the Advertisers benefit from the technique since it allows and permit them to offer
and appear the products or services to a specific and target audience that is
actively find out matching information. Because the value of each potential
customer visit click exceeds the cost of the click paid to a publisher, a well-
designed and the best approach pay per click advertising campaign give permit an
advertiser to economize a big amount of money. (Gilbert, 2021)
The pay-per-click approach is a pivot source of revenue and profit for publications.
The reflect of Google and Facebook, both of these services appear to be free and
unpaid to their users, free web searches and social media networking, online
businesses can achieve income their free products by leveraging online
advertising, notably the pay-per-click (PPC) approach. (Gilbert, 2021)
Pay Per Click approach
The flat-rate approach or the bid-based approach are ordinarily used to set pay-
per-click advertising rates. (Kent, 2012)
Flat-rate approach
The method of payment between an advertiser and a publisher is a predetermined
charge for each click in the flat rate pay-per-click approach. Publishers typically
have a list of various pay per click rates that place on to various regions of their
website. It is worth mentioning that most publishers are open to pricing
negotiations, a publisher is more likely to abandon the fixed pricing if an advertising
offers a long-term or high-value contract. (Eric Enge, Stephan Spencer, Jessie
Stricchiola, and Rand Fishkin, 2012)

28. 27 | P a g e
Bid based approach
In the bid-based approach, each advertiser offers or set a bid for an ad spot with
the highest amount of money they are ready to spend. Then, using automated
methods that not anyone intervene, a publisher proceeds an abiding. When users
activate the ad spot, an abiding is held. (Teppo, 2021)
It is worth noting that the auction's winner is usually chosen by the order in which
the money is offered, rather than the overall amount. The ranking considers the
quantity of money being paid as well as the quality of the content being given by
the advertiser, as a result, the content's suitable and appropriate is just as crucial
as the auctions. (Teppo, 2021)
9- Advantage and disadvantage SEO & PPC:
Search engine optimization:
The advantage is Awareness for your desired keywords, search engine exposure
is crucial. works in same way to advertising in that it input your company in front of
prospect customers and enhance brand awareness, Branding Visibility for trading
search word and data searches relevance to your industry might support you build
your brand. individuals who are asking quiring as part of their research that may
driving to a buy may get acceptable with and trust your brand, enhance Website
Traffic Increased webpage traffic gives you additional chances to raise awareness
of your corporate and educate prospect client on why they should buy from you,
Sustainability Organic traffic, dislike pay per click, does not stop flowing once you
pause paying. as a result, attempts to increase organic traffic might help a
company stay afloat when marketing budgets are cut short (Teppo, 2021)

29. 28 | P a g e
The disadvantage is result will take time The most visible disadvantage of search
engine optimization for businesses is the long time it takes to see significant
results. the procedure includes determining how search engines index your
content, which could take many hours, days, or even weeks, Website Content
Optimization to attain great organic vision, you'll want to create content that is
optimized. not every company has the resources in-house to handle content
development, which can be an issue, the result does not guarantee There are
no assurances that your company will appear on the first pages of search results
for the keywords you are targeting while doing an search engine optimization
campaign. Uncontrolled Complete command lead by Google, what you think
important in search rankings may provide results that are the polar opposite of
what you want. You have no control over the amount of traffic you create or the
type of visitors you receive because of your search engine optimization efforts.
(Teppo, 2021)
Pay-Per -Click
The advantage is quick step with limited optimization, you can raise and running
quickly. It is a stark contrast to beginning search engine optimization efforts, which
typically require a significant amount of time and work to achieve the same level
of placement and traffic that Google Ads provides within minutes of debut, Page
placement Above-the-fold content takes precedence, by paid search. even if a
user chooses to scroll past the sponsored search advertising, they will always be
visible on desktop and mobile, with four advertisements on desktop and three on
mobile, Measuring & Tracking Pay per click advertising with Google Ads has a
lot of advantages, including the fact that it's simple to assess and track. Simply
utilize Google Analytics in conjunction with the Ads tool. Impressions, clicks, and
conversions are just a few of the high-level performance metrics you will notice.
Your PPC performance is not a mystery, straight forward Ads are tailored to
audiences based on search terms, time of day, day of week, geography, language,
device, and previous visits. (Teppo, 2021)

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The disadvantage is cost If you are a beginner, your budget can soon be depleted.
For example, suppose you set up a pay per click campaign on the spur of the
moment, and your website receives a big number of clicks from people who are
not your target audience. The bad news is that you will still have to pay for them.
Just though pay per click can provide results almost instantly does not imply they
will be the ones you desire, No Money, No Ad Your advertising will stop running
once your campaign has ended. That is all there is to it, auction war When two or
more pay per click marketers battle for the top ad position, it can become into a
costly auction war because you are eating into the digital apple of another
advertiser. Getting into a bidding competition can drive up the price. (Teppo, 2021)
10- Search engine optimization pay per click working together:
Search engine optimization and pay-per-click are frequently seen as different
initiatives by businesses. While search engine optimization and pay-per-click have
their distinctions, it is helpful to conceive of both as having the same end objective
in intellect, to boost exposure and traffic. Sure, search engine optimization and
pay-per-click use different tactics to reach that aim, but they do support one other
in many ways: (Teppo, 2021)
- With SEO and PPC, you can get more conversions.
- Increases the number of people who view material
- Using data to its full potential aids in the performance of low-ranking
websites.
- Increasing keyword density
- When you combine SEO and PPC, you may improve your search engine
marketing (SEM) results.

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Conclusion:
Search engines provide consumers with tremendous value of information,
delivered at a pace and relevant that few people could have anticipated a decade
ago. Their power in practice growing by the day.
Today's enterprises are becoming increasingly significant and crucial. We
appreciate that search engine, while this knowledge is useful, developing and
executing an efficient search engine marketing campaign on your own might be
scary. The professional digital marketing organization can help with this and
organized your need , When find out a digital marketing company to work with,
make sure or confirmed they are a full-service in organization is that specializes
not only in search engine marketing but also different areas , industries and has
hub information that can support you improve your strategy in digital marketing ,
search engine optimization and pay-per-click are little cogs in the Digital Marketing
machine. Email marketing, social media, content planning, and website
development are all things to think about, digital marketing trends change all the
time, so having a staff that can reliably and effectively evaluate your data is critical
to your marketing success.

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