E-Marketing in the 21st Century: SEO, Black Hat, KPIs, and Algorithms

This report delves into the realm of e-marketing, focusing on Search Engine Optimization (SEO) techniques and their evolution, including a brief historical overview. It examines the significance of SEO in enhancing website visibility and organic search results. The report analyzes Black Hat SEO strategies, which violate search engine guidelines, and contrasts them with White Hat SEO practices. It further discusses various Google algorithms like Panda, Penguin, and Hummingbird, and their impact on search rankings. Key Performance Indicators (KPIs) such as organic sessions, keyword ranking, bounce rate, and page load time are defined and evaluated in terms of their importance. The report concludes by highlighting SEO ranking factors, including content quality, page speed, and brand power, crucial for boosting online presence and achieving e-marketing objectives.

Running head: E-Marketing in 21st Century
E-MARKETING IN 21ST CENTURY
Name of the Student
Name of the University
Author Note:

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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.

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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.

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Example: Caffeine is the drug which is safer to consume into moderation but it doses
can cause anxiety as well as disorder of sleep.
Blog spam
It posts of constructive comments which are related to the article and post of blog.
Example: Thanks for explanation of Kafka’s The Metamorphosis into details. Have
you thought about the comparing to Cronenberg’s 1986 remake of Fly (Patrutiu-Baltes,
2016).
Trackback spam
The authors of blog can know about the posts which are referenced from the
legitimate sources.
Example: [....] reads the post of blog on Moleskine notebooks which are brought up
the [....].
Google Algorithm:
Followed by the above mentioned aspects Google algorithms also holds a significant
impact on the search results as these algorithms conducts the feature of retrieving the most
accurate data and show as the search result. However, several updates have been incorporated
in this field. Most recent update, its March 2019 core update, as a result, it has offered best-
searching experience, as well as effective boost ranking (Patrutiu-Baltes, 2016). Search
algorithms look at many factors, including the words of your query, relevance, and usability
of pages, the expertise of sources, and your location and settings. The weight applied to each
factor varies depending on the nature of your query, for example, the freshness of the content
plays a bigger role in answering queries about current news topics than it does about
dictionary definitions. Examples of Google algorithms include Panda, Penguin, Humming
bird, and Pigeon. Some of the KPIs are as follows:
 Organic Sessions: It helps in measuring visits to websites from search engines,
including Google and Bing. KPI is used to measure the organic traffic directly
into Google Analytics. Growth into the organic traffic is KPI as it aligns with
objective at heart of SEO.
 Keyword Ranking: It relates with the position of keywords over search
engines. It can track rankings of keyword into the tool such as SEMRush and

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SE ranking. It is required KPI as what clients are directly correlated with
success of SEO (Ryan, 2016). These KPI improvements are required to achieve
the objectives such as more traffic, leads as well as sales.
 Bounce Rate: It measures the percentage of sessions of users load the page
without any actions on it. This KPI is used to calculate by dividing number of
the non-interactive sessions by means of the entire number of sessions. It is a
required KPI as it has higher priority for the search engine algorithms by
satisfaction of user’s search query (Flanagin et al., 2014).
 Page load time: It measures the loading time of the webpage. This KPI is based
on complexity of content as well as patience of the user. Most of the users are
abandoned the page when it is taken more than 3 seconds to load it.
SEO ranking factors:
Various companies have been working on improving their SEO over the Internet. This
report will help in understanding the importance of SEO in enhancing the efficiency of the
Company over the Internet. Considering the factors of Boost ranking in SEO, the below-
mentioned factors are most impactful:
 Content quality: There is higher content quality which is referred to an in-depth
content which can cover broad spectrum of respective subject. The content is
provided with real value to the users and incorporates of visual content.
 Page speed: There is faster speed of page which provides the users with faster update
with the search results that can included sites provide best user experiences (Patrutiu-
Baltes, 2016).
 Brand power and social signals: It provides with stronger signals to the search
algorithm of Google. More traffic the website is got from branded searches, it is
identified by algorithm.

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Reference:
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Flanagin, A. J., Metzger, M. J., Pure, R., Markov, A., &Hartsell, E. (2014). Mitigating risk in
ecommerce transactions: perceptions of information credibility and the role of user-
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& Wilson, C. (2013, May). Measuring personalization of web search. In Proceedings
of the 22nd international conference on World Wide Web (pp. 527-538). ACM.
Killoran, J. B. (2013). How to use search engine optimization techniques to increase website
visibility. IEEE Transactions on Professional Communication, 56(1), 50-66.
Patrutiu-Baltes, L. (2016). Inbound Marketing-the most important digital marketing
strategy. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series
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Ryan, D. (2016). Understanding digital marketing: marketing strategies for engaging the
digital generation. Kogan Page Publishers.