E-Marketing in 21st Century

Running head: E-Marketing in 21st Century
E-MARKETING IN 21ST CENTURY
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1E-marketing
A brief history of Search Engine Marketing (SEO)
Search Engine Optimization (SEO) can be termed as techniques that help in providing
a high rank to the website in organic results over Google. SEO has been a new technique in
this organic search result optimization. During early enhancement in the web, results had
been edited by Tim Berners-Lee and hosted on CERN web server. The first search tool used
over the internet had been Archie, created in 1990 by Alan Emtage, Bill Heelan and J.Peter
Deutsch. However, this tool was not so efficient in searching index files over the servers, and
the amount of data searched was limited (Killoran, 2013). Therefore, it tool was replaced by
Gopher created in 1991 that led to two search programs named as Veronica and Jughead.
Later on, Netscape has been looking for a new search engine over its web browser. In 2000,
Google search engine came into existence that created a new history in the world of the
internet. Later on, severalalgorithms based o searching came into existence based on Google.
The concept of SEO has been introduced by Google Search Engine. The basic work of SEO
is to optimize the search results of websites onto the Google Search result (Ryan, 2016).
Search Engine Optimization (SEO) offers the feature to improve the process of web
trafficking as well as it also helps to increase the visibility of the content which is present in
the website for the web search engine user. (Hannak et al., 2013).
Black Hat SEO:
Followed by this concept a brief analysis of the features of SEO has provided me the
knowledge that currently the most impactful search engines are the Bing and Google which
offers the facility to showcase the business to a global platform via the internet for all the
users how search every day. As commented by Flanagin et al., (2014), Black Hat SEO refers
to representing operations that usually harass clients by neglecting customer search intention.
To effectively describe the Black Hat SEO, it is very important to describe the White Hat
SEO which effectively follows the guidelines of the search engines. Followed by the above
statement SEO Black Hat holds several pitfalls which has a significant impact on the
performance of the Search Engine.
Some of the Black Hat SEO techniques are as follows:
Unrelated Keywords
It is an important way of acknowledging the search engine related to the webpage for a
particular topic. It is a method of spamdexing where keywords are not related to the page.

2E-marketing
Example: Kanye West would use our Dyson vacuum cleaners if he owned cats
Keyword Stacking and Keyword Stuffing
Both of these are a form of search engine spam. It is overloading the content of a webpage
with possible keywords related to the site in several forms.
Example: Picture frames picture frames pictures pictures pictures
Doorway Pages or Gateway Pages
These are webpages that have been created for deliberating manipulation of search engine
indexes. It redirects visitors without their knowledge using some form of cloaking.
Examples: A page, filled with keyword phrases but little coherent content, that uses
JavaScript or a meta refresh tag to redirect visitors to a separate and potentially unrelated
page.
Duplicate Content
It is content which appears on the Internet in more than one places. This creates confusion for
search engine for showing up the rank of a webpage in Google search results.
Example: An article about the sound quality in various models of headphones cites
reviews of headphones found on other sites.
There have been various limitations, including improper experience of users that can
cause the frequent page to expire. It has been visible that this has been interrupting the
searching process. Black hat SEO has been exploiting gaps in the guidelines of SEO as it is
very short in term result for users.
Cloaking
It creates web pages that the visitors are wanted as well as expected to see dependent
on description on the page of search engine results. It is taken as violation of the Google’s
webmaster guidelines as it can provide the users with various results other than it is expected.
Example: The user is searched for hello kitty, and then clicks on search result which
appears on the official website of franchise.
Spam blogs
It puts time into blog posts in order to write something which is coherent and fresh.