Black hat seo techniques to become even more malicious: As a smart SEO one has to decide to his risk tolerance while promoting a website. To sustain in the long run in search results, the best way is to be honest and focused in extending services to the visitors. These days SEs have become smarter in dealing with those who do ‘illegal things’  . Google is not going to tolerate the black hat seo techniques like 300 ease in one slide, dns sub domain hijacking, cross site scripting attacks, installation of Malware  in others machine etc.

Emphasis on personalized search: Although Google does produce search results on the basis of IP address of the visitor, but sometimes results appear from other countries too. It’s indeed more impressive if a visitor sees a list of websites that cover service in his / her country or even area. For example, say a visitor of Virginia in USA is searching for home loan in Google. If s/he finds a list of websites (best available websites) that provide home loan in Virginia, nothing can be better than that from SE’s point of view. So presentation of result keeping in mind about personalization as well as localization has become the need of the hour. On the other hand, the websites that facilitates various languages to see its websites are going to get some extra value for Google in the coming days.

Focusing more in User’s satisfaction level rather than ranking: Few SEOs jump on their toes by seeing their website at no.1 in ranking, but the concept has changed today. What is the use of it if your website is getting less number of conversions and moreover, visitors are just leaving your website after few seconds? Smart SEOs are highly concerned about conversions, server logs, content updates etc. If we can focus on how we can satisfy a visitor more by increasing his time of stay in our website, then only the ranking becomes worthy.  So the challenge is not to pay attention to your ranking, it’s to pay attention to the conversion, content and visitors satisfaction level. Google also appreciates if we can extend services by creating helpful videos, e-books etc.

Frequent changes in Meta tags, keyword density etc.: Sometimes we become impatient if we don’t see our website ranking among the top 10 result. We start changing on-page things like page title, meta keywords and descriptions, keyword density etc. Google make a note of such unnecessary optimization stuffs and sometimes throw out the site from its consideration. In stead of doing that, if one can work on adding more services onto the page that will always give a better impression. Say for an insurance website, if the webmaster adds an insurance calculator or similar services that will not only add value but also help in ranking.

Here are few highly effective areas that SEs take into consideration before ranking a website:

1. Application of modern technology for a better presentation-: It’s very difficult for the SEs to find out a good quality website from the lot of Millions. So it reads different websites through a technical program (technically called ‘bots’) to crawl and index web pages. A website can come into limelight through the following:
   • Site architecture – helps SEs to read pages of websites in a better way, at the same time better orientation of your file system reduces loading time.
   • Better navigation and site map – it helps SEs to reach every corner of a website.
   • Easy url dimension. – If the address of a page is simple, SEs bot can read and index it easily.
2. Information / service quality – It’s all about the information and top quality service that a visitor always seeks for. So one needs to take care of this. Simultaneously, clear and decent look without unnecessary images etc. put some additional attraction to the website.
3. Reliability: If today I launch a website, I can’t expect my website to be ranked higher in SEs tomorrow. There must be consistency as far as services on web are concerned. I must create a faith regarding my quality service to SEs, and then only it will present my website in front of visitors.
4. Support of some good neighborhoods (voters) – It’s an important and considerable factor how many good websites are voting for your site, in other words – Good number of quality back links are very important.
5. Do visitors like your website? – Here comes another important issue – Visitors / users experience analysis. SEs are judging the quality of a website on the basis of the satisfaction level of a visitor by checking his time spent, average exit percentage etc. of the website. For instance, if a website is ranked at no.3 but the time spent by visitors on the website is more as compared to a website whose ranking is no. 1 has all possibilities of overtaking the website which is currently at no.1.
6. Forceful promotional activities - These days, manipulations are going on to get good ranking in SEs – this is through some extra promotional activities like, buying links from better websites, unnecessary on-page optimization like keyword stuffing, frequent changes in meta keywords and descriptions etc. SEs don’t like this and sometimes pull down those sites from the top.

The scenario was different even 5 years ago. Creating a website was optional and just a status symbol for the Companies or business houses. But today, it’s a must and companies are generating business and providing customer service through website. For instance, Internet banking is the most preferred and convenient way of banking these days.

Why internet marketing is so challenging?
Although there is no conceptual difference between Direct Marketing and Internet Marketing, but the ways and channels are different. In case of direct marketing, the marketer has the opportunity to meet and apply his skills to the target customer directly; but in internet marketing he can’t see or study his customer. Product / services are thrown on web where millions of competitors are there and it’s really tough to reach the target consumers through web. When a visitor / customer visit your website, half of your job is done. Then the rest depends on your website presentation. Every second counts when a visitor is viewing a site and you have to impress him / her within that time span.

Search Engines have made the job easier.
In case of Off-line marketing, a new product is being introduced into the market through television / newspaper ads, leaflets etc. But have we ever thought that how can a new website be introduced on web? Search Engines like Google, Yahoo MSN, etc. have done the job easier for us. On internet, more than 70% of the visitors satisfy their needs through Search Engines. What Search Engines do is, present the websites in accordance with the Search queries by its visitors. It’s only the quality services that SEs like to rank at the top of its search results. So through a proper presentation and providing reliable services a website can be ranked in the SEs.

Everybody is into marketing today. One has to be dynamic and innovative at his work, otherwise it’s not possible to sustain in this competitive market. The monopoly business days are gone; Government organizations are also competing with private companies to survive the competition. On the other hand, the usage of internet is increasing day by day in the developing countries. So with a smart effort, we can reach to the mass through internet.