How To make the Online Business Successful?

Everyday lots of shopping carts are developed in IT companies. As we know that there is a great trend of online shopping from web so there is a very tuff competition in Online Business Market so getting maximum online business from web is a demanding job. For example, if you make a search in google for any product than Google will give you lots of sites which are selling that product online.

The main purpose of Online Shopping Cart is to get the maximum business from web. So while creating any Online Shopping cart, there are some areas which should be keep in mind to make the Online Business Successful otherwise you will not be able to get the maximum online business from your website.

• Market research
• Select the Product
• Check the profitability of that product in the Online Market
• Check the requirement of that product in the Online Market
• Check the competition of that product in the Online Market
• what strategies the competitors are using to sell their hot products And also what is their price
• Make the strategy from which you can stay unique in your competition market
• This strategy should be different from the competitors and if you want to follow that strategy than you have to use that strategy with some extra ideas.
• Finalize the Product
  
• Deep Keyword Research for Your Products
• Web Site Development (Keep On Page Optimization Factors and Search Engine Algo factors in mind while developing the website)
  
• Unique Content
• SEO, SEM, PPC, Online Marketing

If all the above steps are properly performed than you can make your online business successful.

SEO or PPC :

Selecting SEO or PPC will be depend on you because SEO is a natural process of getting the top search engine rankings and PPC is the paid process . So it will be depend on your budget.

So to make the online business successful, SEO or PPC is the major factor.

You will not gain or maintain high rankings unless the search engines understand the theme of your website as determined by the LSI algorithm and other important on and off page factors.

It will survive because it provides value to the search engines, the search engine users and the Internet community at large.

This exchange is a win for the search engines, a win for your website visitors and a win for you. The search engines get the genuine, relevant content that they need from you. Your website visitor gets the genuine, relevant content that they seek. You get rewarded by the search engines with traffic that turns into dollars from your visitor.

"It is a Win, Win, Win scenario and is the true and everlasting WWW of the Internet."

SEO Glossary

301 - A server response code, meaning "page has been permanently moved to x" A 301 redirect is commonly used to redirect sites or individual pages in cases where a domain or page name is changed and is usually the preferred method of redirection by search engines.

302 - A server response meaning, "Page has temporarily moved form this location".

Anchor Text - The visible text component of a hyperlink.

Alexa ranking - Alexa is a famous search engine that provides extra information such as traffic rankings. An Alexa ranking is an indicator used to gauge site performance.

ALT Image tag - Spiders cannot able to read images as such, so the alt tag or text attribute describes what the specific image represents.

Above the Fold - The part of a Web page that is visible once the page has loaded. It is normally the top part of a Web page. This term comes from the newspaper industry and refers to the top half of the front page, which is visible when the newspaper is folded in half.

Algorithm - A set of mathematical equations or rules that a search engine uses to rank the content contained within its index in response to a particular search query.

Analytics - Technology that helps analyze the performance of a website or online marketing campaign.

Associate - A synonym for “affiliate.”

Auto-Approve - An affiliate application approval process where all applicants are automatically approved for an affiliate program.

Auto-Responder - An email feature that automatically sends an email reply to anyone who sends it a message.

Black hat - A person engaged in or tactic used to increase search engine rankings using methods prohibited by search engines.

Banner Ad - An electronic billboard or ad in the form of a graphic image that comes in many sizes and resides on a Web page. Banner ad space is sold to advertisers to earn revenue for the website.

Benchmark Report - A report used to market where a website falls on a search engine’s results page for a list of key words. Subsequent search engine position reporters are compared to that.

Blog - A chronological journal that is available on the Web. Blogs are typically updated daily using software that allows people with little or no technical background to update and maintain the blog.

Blogosphere or Blogsphere - The current state of all information available on blogs and/or the subculture of those who create and use blogs.

Browser - A client software program such as Internet Explorer, Netscape or Opera that is used to look at various kinds of Internet resources.

Bot - Used in reference to a search engine robot or spider; software applications that retrieve web page information to feed into a search engine database.

CSS - Cascading Style Sheets. Used mainly to decrease the amount of source code on a page, by referencing a single set of instructions on how to display various elements on web page.

Crawl - The process by which search engine spiders fetch web page information.

Click and Bye - The process in which an affiliate loses a visitor to the merchant's site once they click on a merchant's banner or text link.

Click Fraud - The deceitful practice of posing as pay-per-click (PPC) traffic for the purpose of costing advertisers’ money or helping to generate false revenue by those affiliates serving the ads.

Click Through - The process of activating a link, usually on an online advertisement connecting to the advertiser’s website or landing page.

Click-Through Rate (CTR) - The percentage of those clicking on a link out of the total number who see the link. For example: if 20 people do a Web search and 10 of the 20 people all choose one particular link, that links has a 50 percent click-through rate.

Client - A software program that is used to contact and obtain data from a server software program on another computer, often across a great distance. Each client program is designed to work with one or more specific kinds of server programs and each server requires a specific kind of client. A Web browser is a specific kind of client.

Cloaking - A deceptive process that sends search engine spiders to alternative pages that are not seen by the end user. Also the process of getting a search engine to record content for a URL that is different from what the visitor sees. It is often done as a way to obtain more favorable search positions.

Co-branding - The situation where affiliates include their own logo and branding on the pages to which they send visitors through affiliate links.

Collaborative Commerce Networks - An organization of merchants and websites that work together as true business partners. Merchants give their affiliates the same support that manufacturers would give to their resellers.

Commission - The income an affiliate receives for generating a sale, lead or click-through to a merchant's website. Sometimes it is called a “referral fee,” a “finder's fee” or a “bounty.”

Context-centric - The process of matching your product or service offer closely to the visitors of an affiliate's site. By placing the product or service in an area close to related or relevant item, more people will buy.

Contextual Link - The integration of affiliates links with related text.

Contextual Merchandising - The act of placing targeted products near relevant content.

Conversion Rate - The percentage of clicks that result in a commissionable activity such as a sale or lead.

Conversion Reporting - A measurement for tracking conversions and lead generation from search engines queries. It identifies the originating search engine, keywords, specific landing pages entered and the related conversion for each.

Cookies - Small files stored on the visitor's computer that record information of interest to the merchant site. With affiliate programs, cookies have two primary functions: to keep track of what a customer purchases and to track which affiliate was responsible for generating the sale and is due a commission.

Cost Per Acquisition - Online advertising ROI model in which return is based solely on qualifying actions such as sales and registrations as measured against the marketing costs associated with that sale or registration.

Cost Per Action (CPA) - The cost metric for each time a commissionable action takes place.

Cost Per Click (CPC) - The cost metric for each click to an advertising link.

Cost Per Thousand (CPM) - The cost metric for one thousand banner advertising impressions.

Cost Per Order (CPO) - The cost metric for each time an order is transacted.

Crawler - Component of a search engine that gathers listings by automatically trolling the Web and following inks to Web pages (also called a spider or robot or bot). It makes copies of the Web pages found and stores them in the search engine’s index.

Customer Bounty - The merchant payment to an affiliate partner for every new customer that they direct to a merchant.

Charge Back - An incomplete sales transaction (for example: merchandise is purchased and then returned) that results in an affiliate commission deduction.

DMOZ - Directory MOZilla is a human reviewed directory, the contents of which appear on many sites, including Google. A listing in DMOZ said to assist boosting rankings in general search results.

Doorway Page - A page used for driving traffic form any page to another specific page and usually focusing on specific keywords. Generally, doorway pages are designed for search engines only, human visitors never see them - consequently, they are illegal one. Doorway pages must not be confused with landing pages, a legitimate strategy.

Dupe/Duplicate content - Usually used in reference to a penalty applied by a search engine for the same content appearing on different pages/sites.

Deep Linking - Linking to a Web page other than a site's home page.

Delisting - When Web pages are removed from a search engine’s index.

Directories - A type of search engine where listings are gathered via human efforts rather than by automated crawling of the Web.

Email Link - An affiliate link to a merchant site in an email newsletter, signature or a dedicated email blast.

Email Marketing - The promotion of products or services via electronic mail.

Email Signature (Sig File) - The signature option allows for a brief message to be automatically inserted at the end of every email that a person sends.

eZine - The short term for an electronic magazine, which can be electronic versions of existing print magazines or exist only in digital format.

FAQ (Frequently Asked Questions) - A document that answers the most common questions on a particular subject.

FFA - Free For All pages; basically a link farm. You add your site link to the page, it then gets pushed down as other links are added until your link is ultimately pushed off the page. Not a standard method of promotion or link building.

Flux - A term describes the shuffling of positions in search engine results in between major updates.

G - Google, also known as The Big G or The Mighty G.

Gateway Page - A Web page created in hopes of ranking well for a term in a search engine’s non-paid listings. Sometimes called a “doorway page.”

Geographical Targeting - The analytical process of deciding upon which regions and locales a company should focus its marketing efforts.

Geographical Segmentation - The ability to determine from which geographical area Web traffic is coming.

Graphical Search Inventory - Banners and other advertising units that can be synchronized to search keywords.

Google Algorithm - A mathematical formula used in calculating search engine ranking. The goal of any SEOP is to understand the algorithm as best as possible. Algorithms of course are very closely guarded secrets and possibly you’ll never meet anyone who has "cracked" an algorithm. Search engine algorithms change regularly to prevent anyone from guessing the system.

Grey bar - A Google PR score that can indicate a ban in place on the page currently being viewed; i.e. the page does not appear in Google search results.

Grey hat - Optimization strategies that are in a unknown area of reputability/validity.

Hidden Text - The deceptive process of filling Web pages with keywords that are not visible to visitors but will still be indexed by search engines to help achieve higher rankings.

Hit - Request from a Web server for a graphic or other element to be displayed on a Web page.

HTML Code - The code used to build Web pages. Affiliates use HTML code to put links on their websites. Affiliate solution providers often provide a tool so that affiliates can simply copy the code for an affiliate link and paste it into their own HTML pages.

Hybrid Model - An affiliate commission model that combines payment options (i.e., CPC and CPA).

IBL - Inbound Link. Links pointing from another site into your site.

Impression - An advertising metric that indicates how many times an advertising link is displayed.

Index - The collection of information a search engine has that can be queried against.

In-house - An alternative to using an affiliate solution provider; building an affiliate program architecture within a company.

Interactive Agency - An agency offering a mix of Web design and development, Internet advertising and online marketing, or e-business/e-commerce consulting.

Interstitial - An advertisement that loads between two content pages.

KDA - Keyword Density Analyzer or Analysis. The ratio of keywords or keyphrases in relation to other text on a page.

Keyword/Keyphrase - A word or words that strongly relate to a page/site topic or search engine query.

Keyword Marketing - A method of getting your message in front of people who are searching using particular words or terms.

Keyword Stuffing - Where a keyword or phrase is used excessively in page content or alt tags in an attempt to gain higher rankings. Can result in page penalties or bans.

Landing pages - Pages that are optimized and very targeted towards a particular subject. An effective/valid site optimization and sales conversion strategy.

Lifetime Value of a Customer - The amount of sales in dollars that a customer will spend with a particular company over their lifetime.

Listing - The information that appears on a search engine’s results page in response to a search.

Link Farms - Pages that consists of little else but links to other sites and usually the sites listed have links back to the farm page. The goal of a link farm is to artificially boost rankings through link popularity and is consequently at risk of penalty or ban.

Link popularity - A gauge of a site's popularity based on the number of inbound links. Link popularity is a major factor in search engine ranking and has greater strength (in theory) where inbound links are from other quality sites.

Manual Approval - An affiliate application approval process where all applicants are manually approved for an affiliate program.

Merchant - An online business that markets and sells goods or services. Merchants establish affiliate programs as a cost-effective method to get consumers to purchase a product, register for a service, fill out a form or visit a website.

Mini-site - A prefabricated HTML page for affiliates that displays new or specialized products with integrated affiliate links.

Meta tag - These mainly refer to the title, keywords and description tags. They are summary of the content that is on the page in different formats. Metatags content does play a role in rankings for many search engines.

MSN - A reference to Microsoft's search engine.

Mirror Site - A copy of a site with some content differences to target particular keywords. Not a recommended strategy as it can trigger a penalty or ban.

OBL - Outbound Link. A link pointing from your site to another site.

ODP - Open Directory Project - DMOZ

Off-page factors - Factors such as inbound links and the popularity of sites with links pointing into your site that you have little control over, but that still play a role in your site’s rankings.

On-page factors - A reference to the elements on your site and their role in your rankings, for example, Meta Tags, Code Cleaning relevance etc.

OOP - Over Optimization Penalty. Where a search engine algorithm detects that changes you are making to a page or the way the page is constructed is to influence rankings over being useful to a site visitor.

Organic search results - the results displayed after a search engine query that are not paid for by the listed site's owner.

P2P - Pay To Play. Any search engine marketing strategy that requires payment to the search engine company.

Paid Inclusion - Advertising program where pages are guaranteed to be included in search engine’s index in exchange for payment.

Paid Listings - Listings that search engines sell to advertisers, usually through paid placement or paid inclusion.

Paid Placement - Advertising program where listings are guaranteed to appear in response to a particular search term with high ranking, typically obtained by paying more than other advertisers. This is most often done in an auction or bidding environment.

Payment Threshold - The minimum accumulated commission an affiliate must earn to trigger payment from an affiliate program.

Pay Per Click - A program where an affiliate receives a commission for each click (visitor) they refer to a merchant's website. Pay-per-click programs generally offer some of the lowest commissions (from 1 cent to 25 cents per click), and a very high conversion ratio since visitors need only click on a link to earn the affiliate a commission.

Pay Per Lead - A program where an affiliate receives a commission for each sales lead that they generate for a merchant website. Examples would include completed surveys, contest or sweepstakes entries, downloaded software demos, or free trials. Pay-per-lead generally offers midrange commissions and midrange to high conversion ratios.

Pay Per Sale - A program where an affiliate receives a commission for each sale of a product or service that they refer to a merchant's website. Pay-per-sale programs usually offer the highest commissions and the lowest conversion ratio.

Podcasting - A form of audio broadcasting using the Internet. Podcasting, which does not require the use of an Apple iPod, involves making one or more audio files available as "enclosures" in an RSS feed, which can be played back by the RSS subscriber at their convenience on an MP3 device.

Pop-Up Ad - An advertisement that displays in a new browser window.

Portal - A website that typically includes a catalog of websites, a search engine or both. A portal site may also offer email and other services to entice people to use that site as their main point of entry to the Web.

Position - How well a particular Web page or website is listed in a search engine’s results. Positions 1 through 10 are the most visible and the most desirable.

Pagejacking - the copying of a page by unauthorized parties in order to filter off traffic to another site.

PFI - Pay For Inclusion. Payment paid to a search engine company for inclusion in search results.

PPCSE - Pay Per Click Search Engine.

PR / PageRank™ - A ranking used by Google that is meant to act as indication of the quality of a site and its authority status.

PR 0 / PageRank Zero - Another term relating to Google PageRank. It can indicate that a page has been spidered but appearing in general results as yet, or could also possibly indicate a penalty.

Query - The word (or words) a searcher enters into a search engine’s search box.

Rank - How well a particular Web page or website is listed in a search engine’s results.

Residual Earnings - The programs that pay affiliates not just for the first sale made by a shopper from their sites, but all additional sales made at the merchant's site over the life of the customer.

RSS (Really Simple Syndication) Feed - A data format for syndicating news and other content. People can subscribe to RSS feeds so they will be notified every time content is updated on a particular site.

Reciprocal link - An agreement between two sites to exchange links between them. Sites exchanging links can risk a penalty or ban if they are not related topic with each other.

ROAD / ROI - Return on Advertising Dollar, or Return on Investment. The measure of effective of expenditure vs. the number of visitors received or sales.

Search Engine Optimization - The act of altering a website so that it does well in the organic, crawler-based listings of search engines. The process usually involves choosing targeted and relevant keywords and phrases that will drive traffic to the site.

Server - A computer, or a software package, that provides a specific kind of service to client software running on other computers. The term can refer to a particular piece of software, such as a WWW server, or to the machine on which the software is running. For example, "Our mail server is down today, that’s why email isn’t getting out." A single server machine could have several different server software packages running on it, thus providing many different servers to clients on the network.

Spam (or Spamming) - The electronic junk mail or junk newsgroup postings, generally email advertising for some product sent to a mailing list or newsgroup.

Spyware - A somewhat vague term generally referring to deceitful software that is secretly installed on a user’s computer and that monitors use of the computer in some way without the user’s knowledge or consent. Most spyware tries to get the user to view advertising and/or particular Web pages. Some spyware also sends information about the user to another machine over the Internet.

Storefront - A prefabricated HTML page for affiliates that displays new or specialized products with integrated affiliate links.

Super Affiliates - The top 1 percent of affiliates, based on performance and earnings, that generate the lion's share of the revenue for your program. They are born marketers and are very successful with the affiliate program they promote from their sites.

SE - Search engine

SEM - Search Engine Marketer/Marketing

SEO - Search Engine Optimization

SEOP - Search Engine Optimization Professional. Someone who claims to have the skills to increase a clients' search engine rankings.

SEP - Seach Engine Placement (or Positioning/Promotion)

SERPs - Search Engine Results Pages. The pages that display after a query is submitted.

Spamming the index - Related to black hat optimization techniques. Pages that have high ranking but are non-relevant or exist purely to redirect traffic to other sites.

Spider - A software program used by search engine companies to visit web sites and return information about pages.

Stop words - Common non-query specific words that are ignored by a search engine when a query is made. These can include words such as “I”, “and”, “if” depending on how the query is constructed.

Submission - The process by which a search engine is manually notified of a new site or page.

Targeted Marketing - The act of making the right offers to the right customers at the right time.

Text Link - A link that is not accompanied by a graphical image.

Tracking Method - The way that a program tracks referred sales, leads or clicks. The most common are by using a unique Web address (URL) for each affiliate, or by embedding an affiliate ID number into the link that is processed by the merchant's software. Some programs also use cookies for tracking.

Two-tier - An affiliate marketing model that allows affiliates to sign up additional affiliates below themselves, so that when the second-tier affiliates earn a commission, the affiliate above them also receives a commission. Two-tier affiliate marketing is also known as multilevel marketing, or MLM.

URL - Uniform Resource Locator. The web address of a site or page.

Viral Marketing - The rapid adoption of a product or passing on of an offer to friends and family through word-of-mouth (or word-of-email) networks. Any advertising that propagates itself the way viruses do.

Visitor Segmentation - Differentiating users to a site by categories such as age, sex, etc.

White hat - legitimate optimization techniques employed that are agreeable to search engine companies, such as the proper use of meta-tags, an adequate keyword saturation and spider friendly page design.

SEO - Search Engine Optimization

Introduction to SEO

• “SEO is a process of optimizing a web site by improving on site and off site aspects in order to increase the traffic the site receives from search engines.”

“Ethical SEO – Based on experience and evidence rather than theory.”

• SEO is a process through which we can achieve the natural or organic results of the website in Search Engine Results Pages – SERPs. Some organizations, which practice SEO, can vary; some have a highly specialized focus while others take a broad and general approach. Optimizing a web site for search engines can require looking at so many unique factors that many professional of SEO (SEOs) consider themselves to be in the broad field of website optimization.

• SEO will make the site search engine friendly so that our potential clients to find us more easily when surfing the web.

• SEO is also called natural or organic results because we don’t have to pay to search engine to get the listed in search engine database and to achieve the high rankings on the desired keywords.

Why company or website need SEO?

• As we know very well that nowadays there is a trend of online shopping because people don’t have enough time to go physically at the place so they are making the shopping from the Internet or by online so it will save the lots of time.
• The major traffic (visitors) on the web site is coming from a well-known Search Engines - Yahoo, MSN, and Google. Although AOL gets nearly 5.9% of searches, their search engine is powered by Google's results). Now if your site will not be submitted in the search engine’s database than it will not be found by search engine so when people will use the search engine they cant find your site whether your site is providing best content, products and services .so that your company can miss the invaluable chance available to your website through search engine so search engines are a basic method of navigation for almost all Internet users.

• Once your site will be stored in the Search Engine’s database after the site must be optimized for the search engine to achieve the rankings on the desired Keywords.
• Site can be optimized for search engine through mainly two factors that are given below.
• There are mainly two optimization factors to optimize the site for the search engine.

· On Page Optimization factors

· Off Page Optimization factors

• We can see from many experiences that the traffic, which is coming from the search engine traffic, can make company's success. Company can create the traffic of targeted visitors from search engine so if you will invest in SEO by time or finance, it will give high ROI. If any company, organization or site will not give the more emphasis on SEO than they can loose their 50 to 60% online business.
  

Why your site can’t get high rankings in search engine without SEO help?

• When you submit your site into search engine database so that will be stored in their database but nowadays the online business is becoming very competitive day by day so there will be lots of site in search engine’s database which will be related to your site. So how your site can get high rankings??
• Search engines are using Algorithm (mathematical equations) for giving the ranking priority to the web sites. However, there will always be a limit that how search engines are working so right step can create great traffic of visitors at your site and the wrong step can down your rankings in search results.

Search Engine Algorithm

Every search engines have their own method to give the rankings to the website in search engine results pages (SERPs). This method is called Algorithm. Search engine algorithm is based on mathematical equations. Every search engines have their own algorithm. No body knows the search engine algorithm but based on some experience and results, SEOs (Search Engine Optimizers) know some factors of search engine algorithm. Based on experience, they can achieve the high rankings of web site on desired keywords.

Search engines are changing their algorithm at some time (Not fixed) so nobody can stay permanent with existing factors and knowledge in SEO market. Based on experience and results, professional SEOs can stay update with the search engine algorithm update.

Nowadays there is a vast opportunity for small and medium size companies and organizations to make their online business successful with the help of SEO.

How the Search Engine Works??

Search engines are doing certain operations that allow them to provide relevant and unique web results when people (searchers) use their system to find the information.

• Crawling the website

When the site is submitted into the search engine database, search engines run automated programs, called "bots" or "Spiders" that use the hyperlink structure of the web to "crawl" the pages that make up the World Wide Web. There is some estimation like from 20 billion existing pages Search engines have crawled between 8 and 10 billion.

• Indexing pages

Once search engine crawled the link, that link page contents can be "indexed" and stored in a giant database of pages that makes up a search engine's "index". This index pages needs to be tightly and strongly managed so that when the requests will be searched by the searcher, search engine sorts billions of documents can be completed in fractions of a second.

• Processing the queries/requests

When the searcher will request or search for information, the search engine retrieves all the pages from its indexed pages that match the request. A request is determined if the search or phrase is found on the page in the manner specified by the user. For example, a search for software design and development at Google returns 42.40 million results, but a search for the same phrase in quotes ("software design and development") returns only 3.13 lacs results. In the first request, commonly called "Findall" mode, Google returned all pages which had the terms "software" "design" and "development" (they ignore the term "and" because it's not useful to narrowing the results), while in the second search (request), only those pages with the exact phrase "software design and development" were returned

• Ranking results of the website

Once the search engine has determined which results are a match for the query, the search engine's algorithm runs calculations on each of the results to determine which is most relevant to the given query (request). They sort these on the results pages (SERPs) in order from most relevant to least so that users can make a choice about which to select. Again the basic things will back here, search engine will display the results or it will give the priority to web site based on page and off page factors


Search engine's operations are not lengthy but systems like Google, Yahoo and MSN are among the most complex, processing-intensive computer systems in the world. Their system is managing millions of calculations each second and funneling demands for information to an enormous group of users.

• Relevance

When the user will search to get some information at that time search engine will check the relevance factor in the content of the page. How much the content is related to the user’s query intention and terms? The relevance of the page increases if the request searched by the user occurs multiple times in the content and shows up in the title of the page or in important headings and subheadings.

• Popularity
  

If your page is related to the search query than it will be relevance so it will be popular because other pages can give the reference of that page. In page analysis, search engines look at whether the search phrases are found in important areas of the content in page - the title, the Meta data, the heading tags and the body of text content. They also try to automatically measure the quality of the page (through algorithm).

• Duplicate Content
  

One of the most common and problematic issues for website builders, particularly those with larger, dynamic sites powered by databases, is the issue of duplicate content. Search engines are primarily interested in unique content. If you have duplicate content in your site, than it can be hurt your rankings in search engine results pages (SERPs).

Building a Site Search Engine Friendly

One of the most important (and often overlooked) subjects in SEO is building a site, which must be search engine friendly and user friendly to get the top rankings in search engine. Search engine’s goals are to rank the best, most usable, functional and informative sites first. By intertwining your site's content and performance with these goals, you can help to ensure its long-term prospects in the search engine rankings.

• Usability
  

Usability means the effectiveness, efficiency, and satisfaction with which specified users can achieve specified goals in a particular environment. In related to a Website, Usability is the user experience in navigating an interface, locating information, and obtaining knowledge over the Internet. Not really making sure about everything on the site works, but making sure how quickly and easily your visitors are able to reach the goal.

• Design
  

The graphical elements and layout of website have a strong influence on how easily usable the site is. Design also encompasses important topics like visibility & contrast, affecting how easy it is for users to interest the text and image elements of the site. Separations of unique sections like navigation, advertising, content, and search bars, etc. is also critical, as users follow design cues to help them understand a page's content.

• Information Architecture
  

Information architecture focuses on designing effective navigation, organization, labeling, and search systems. The role of the information architect is crucial to the planning and conceptual design/redesign stages of web development, as good information architecture lays the foundation upon which a website is built. Topics and categorization impact the ease with which a user can find the information they need on your site.

• Why need Informational Architecture?

Users can feel lost even in a relatively small information space that is not well organized. The problem becomes even greater when you consider the possibility that people can arrive at any given web page from any other page on the web. They may not always enter your site from your home page.

• Solution

Arriving in the middle of a site through a search engine is the equivalent of waking up in an unknown station. So use your navigation and category structure to tell your visitors where they've arrived. The best way is to use the breadcrumb trail, and also to change the color of the current section in any navigation bar that covers your main sections.

• Navigation
  

1. Be easy to learn.
2. Provide feedback.
3. Be consistent throughout the website.
4. Use the minimum number of clicks to arrive at the next destination.
5. Use clear and intuitive labels.
6. Support user tasks.
7. Have each link be distinct from other links.
8. Group navigation into logical units.
9. Avoid making the user scroll to get to important navigation or submit buttons.
   
10. Not disable the browser's back button.

• Accessibility

“Users need to find information quickly and easily”

Accessibility refers primarily to the technical ability of users to access and move through your site, as well as the ability of the site to serve disabled or impaired users.

For SEO purposes, the most important aspects are limiting code errors to a minimum and fixing broken links, making sure that content is accessible and visible in all browsers and without special actions.

• Content

The usability of content itself is often overlooked, but its importance cannot be overstated. The descriptive nature of headlines, the accuracy of information and the quality of content all factor highly into a site's likelihood to retain visitors and gain search engine rankings.


SEO Benefits:

• Targeted and potential traffic
  
• Visibility in the international market
  
• High ROI (Return On Investment)
• Higher Sales
• Cost-effective

Conclusion: Implementing an SEO Strategy

The process of SEO is a long term or never ending process because so many pieces of a site factor into the final results.

“Patience is not the only virtue that should be used for successful SEO”

SEO - On Page Optimization Factors

Introduction to On-Page Optimization Factors:

On Page Optimization Factors:

Keywords:

Keywords are very important factor of On Page Optimization. People are using the phrase of request to get the information about the site that phrase or request is called the keyword.

If you want to build a new site than first of all you have to make some keyword research related to your site. From keyword research, you can get the related keywords for your site, which are used to search by the visitors. You can make keyword research and select the keywords by the following steps.

• Brainstorming

Brainstorming means you have to identify your customer's mind that means what keywords they are searching in the search engine to find the information/products/services your site offers.

• Customer Survey

You can make the survey from the past and potential customers about the keywords. It may also increase your keywords list and it may give you potential keywords. It can increase your conversion ratio from searcher to visitors.

• Keyword Research Tools

There are many keyword research tools, which are available for free on Internet. There are well known tools which are used for keyword research is Wordtracker (It uses its own database) and Overture (It uses the database of Yahoo). In keyword research tool, you have to just enter the main keyword of your site and that tool will return all the keywords related to entered keyword that means related to you site. It will also give the competition of every keyword. For example, if you have online pizza store than “pizza” will be your main keyword. So when you enter the keyword pizza into the keyword research tool, it will give all the related keywords of pizza.

• Keyword Selection

You can get the keywords list from the keyword research tool so after that you have to select the right keywords from that list. You can select the right keywords by many intelligent process like which keyword will give you high conversion rate, expected traffic. You can also target the right keywords from the competition of the keywords.

• Finalize the keywords and implement the keywords

After passing from all intelligent process of keyword selection, you can get a list of selected keywords. When you get a list of keywords than you have to implement those keywords in the site. That means based on that keywords, you can write the best and unique content for your site. So that content will become search engine friendly.

By Targeting right keywords, your site may get higher rankings in search engine results pages. Also by targeting wrong keywords, your site may never seen in the search engine results pages.

Title:

Title another important factor of On Page Optimization. Title means summary of a page. It should contain all the major keywords of that page. Title should be very specific and unique because it will be displayed at the search engine results pages so from title any visitor should get the idea about the page and about the web site. Title should be like it must attract the visitors to click on that title and to visit your site. Because you have to represent your whole site to the visitors in only one title.

There are some important points or terms which should be maintain in the title.

• Title of every page in the site should be unique.
• All the main keywords of the page should be used in that page title.
• There should not be a keyword stuffing in the title. Like any keyword should not be repeated in the title. Every keyword should be unique in the title.
• Google is displaying the title of only 64 characters in the search engine results pages. If you have title which is more than 64 characters than Google will display only first 64 characters. So try to keep the title of 64 characters if possible but the normal title should not be more than 90 keywords.
  
• Stopping words like “and” ”but” should not be used in the title because it will waste the space of the title. You can separate the keywords in title by using “|” (Pipe Sign),”-”(dash), “:” so it will separate your keywords and also it will not waste the space of the title.
• Every first character of the keyword should be capital in the title.
• Every title should be related to that particular page.
  

Search Engines are giving more priority to the title so it should be maintained to get listed higher in the search engine results pages.

Meta Description :

Meta description will be displayed at the search engine results pages under the title. So description is also one of the factors of on page optimization.

There are some points which should be keep in mind while making a description of the page.

• Description should be unique of every page.
• Description should contain the main keywords of that page or title 2 or 3 times but in natural way.
• Description should not be more than 3 lines.
• You have to mention about your whole site in just 3 lines of description so it may attract the visitors to visit your website.
• In description you should include such a things that will satisfy the visitor’s requirements. And it may make higher your visitor conversion ratio.
• Description should be like call to action. That means it must enforce the visitors to visit the site. Call to action words like “Buy Now”, ”Visit Now”,” Call Now”.

Alt tag :

Alt tag means Alternative. Google and other search engine's spiders can not read the images in the site. They can only read the coding of the site. So alt tag should be used on the images.

The main benefits of alt tag are:

• It makes site accessible to the visually disabled and search engines.
  
• Alt tag should be related to the image.
• You can use your main keyword as an alt tag so that it will indicate to search engine about the keywords of your site.
• It will Helpful for people who view pages in text-only mode. They can see there what is the image is about. The alt tag describing an image that appears when the mouse is rolled over the image on a Web page.

Content

Content is the major factor of on page optimization. Relevancy should be maintained in the content. All the major keywords are used frequently in the content in a natural way. All the main keywords should be highlighted by making them bold, italic or underline. By highlighting the keywords, we will indicate to search engine about the keywords. Content must be unique it should not be duplicate otherwise it will hurt your search engine rankings.

All the major search engines like Goggle, Yahoo and MSN gives more emphasis on the content. If you have good keyword list, best title contains the main keywords and the unique content based on the selected keywords than your site may get the top rankings in the search engine.


Keyword Density

Keyword density means how many times your keywords are repeating in the content in a natural way. So when the spiders will come on our site to crawl, they can find the keywords easily that is searched by the user in search engine. Some times people are doing keyword stuffing to maintain the keyword density but it will be bad for the search engine. If you have 100 words in one paragraph and if 4 words from 100 words are your main keyword than it is called 4% keyword density. Generally 5 to 6% keyword density should be maintained in the content.

Headings (H1 to H6 tags)

Our main keywords should be used as a Heading. So that it will be very useful for search engine and visitors of the site. You can use the HTML Tags H1 to H6 to make the headings in the content. H1 can be used for main heading and main keyword and than h2 to h6 tags are used for subheadings and other useful keywords. By headings you can indicate the search engine and your visitors about the keywords.

Navigational Links

Navigational links are generally used at the top of the site so that user can go directly to the desired page. If your site has lengthy content than user will go at the bottom while reading the content. So when the user will reach at the bottom and if user wants to go directly to other pages than user must have to scroll up to reach at the navigational links. So it is better to keep all the navigational links at the bottom (footer) of the page. So it will be user friendly and also search engine friendly.

Sitemap

Sitemap is very useful for visitors and search engines both. Because visitor can reach at any page of the site within two clicks. Sitemap should be at the top of site so when visitor will come, he can go directly at the sitemap and from sitemap visitor can go directly at any page of the site.

It is also helpful to search engine because when spiders will crawl that sitemap link at that time it will crawl all the pages of our site. So it can be also useful to your site.

Google Sitemap

The above sitemap was general for visitors and all the search engines. You can also create a sitemap for Google. Google sitemap is created in XML. If you have google sitemap in your site than google can easily crawl all the internal page links of your site. You can use the online tools that can create a XML based sitemap for google. When the sitemap is created for google, sitemap.xml name should be given to that file. After that you can upload that file into your web server.

Robots.txt

When you don't want to crawl some files or images by search engine spiders than you can create robots.txt file and in that file you can mention the files, images which you don't want to crawl by the search engine spiders.

You can create robots.txt file in the simple notepad. Write the coding and save that file as a name of robots.txt and than upload that file into your web server or in the public.html folder of your FTP.

If you want to crawl all the pages of your site than you can simply write the file.

User-agent: *
Disallow:

And if you don't want crawl some files or images to spiders than you can creat a file like :

User-agent: *
Disallow: /file name/

What Search Engine doesn’t like?

There are some programming side factors that you should keep in mind while developing the web site for SEO purpose.

• Frame

If your site is built on a frames based architecture you will need to consider a redesign because when Search engine's spiders find a frame based website they will see a few meta tags and title but no content. That is why your frame based website will never make it to the top of the results pages even with the latest techniques used for search engine optimization.

• JavaScript

JavaScript is a wonderful technology, but it's invisible to the entire search engines. If you use JavaScript to control your site's navigation, spiders may have serious problems crawling your site. That's especially true if your scriptbuilds links by combining several script variables into a fully formed URL. It is best to avoid JavaScript navigation.

• Dynamic URL

If you have a database-driven site that uses server-side technologies such as ASP, PHP, Cold Fusion, or JSP, there's a good chance your URLs include a Query strings. For example, you might have a URL like this one:


http://www.nameofsite.com/catalog.asp? item=320&category=23


That's a problem, because many search engine spiders won't follow links that include a query string. Why? Most search engines have made a conscious design decision not to follow query string links because they require additional record keeping by the spider. Spiders a keep list of all the pages they've crawled, and try to avoid indexing the same page in a single crawl. They do this by comparing all new URLs to the list of URLs they've already seen.

Some spiders, such as Googlebot, will handle URLs with a limited number of name/value pairs in the query string. Other spiders will ignore all URLs containing query strings.

If you have dynamic URLs in your site than you can convert that url to static html url so that spiders can crawl that pages. Data will come from the database just url will become the static one.

• Flash

Flash is cool, in fact it's much cooler than HTML. It's dynamic and cutting edge but spiders simply can't interpret newer technologies, such as Flash.

So even though that Flash animation may amaze your visitors, it's invisible to the search engines. If you're using Flash to add a bit of spice to your site, but most of your pages are written in standard HTML, this shouldn't be a problem.

But if you've created your entire site using Flash, you've got a serious problem getting your site into the engines.

Conclusion:

On page optimization factors should be optimized in site for search engine to achieve the high rankings and high ROI of your Online Business.

SEO – Off Page Optimization Factors

Introduction to Off-Page Optimization Factors:

Off page optimization is one of the main factor of Search Engine Algorithm. Off Page Optimization means that have an effect on your web page listing in SERPs. These factors are off-site in that you or the coding on your page does not control them. All things are depend on other web sites. Google gives more emphasis on Off Page Optimization.

Off Page Optimization Factors:

• Web site url submission in Search Engines :-

First of all, you will have to submit your web site url in Search engine database. Website url submission in search engines are free of cost. You can submit the url by following the few basic steps. Once you will submit your website url, it will be stored in search engine database. If you will not submit your site in search engine database than the search engine would not find it so your site cannot be listed in the SERPs. When you will submit your web site into search engine, it may take some time (Maximum 8 days) to get listed in the search engine database.

• Web Directory Submission or Web Promotion :-

Web directory is not like a search engine and does not display the lists of web pages based on keywords. Web directory lists the web sites by category and sub categories. Web directories allow the web site owners to submit their web site in their web directory. Some web directories allow you free submission of the web site and some allow paid web site submission.

There are a thousand of free and paid web directories in which you can submit your web site into proper category or related category to your web site and promote your web site in the World Wide Web. You need title, keywords, description, email id, website url to submit your site into the web directory.

Link Building: -

The process of getting the maximum links from related, quality and high PR sites to get the high rankings in the search engine results, to improve the PR (Page Rank) of the site and to drive the targeted traffic at your site.

• Related Site:

Related site means the site from which you are getting link that should be related to your site. If you are selling the Software products than you should get the links from software and it related sites. Otherwise it may be worthless.

• PR (Page Rank):

Page Rank is Google’s way of giving a specific value to how popular your website is. It is based on the number of "votes" other websites cast for your website. A "vote" is simply When another website places a link on their website that is pointing to your website. Generally, the more "votes" or links you have pointing to your website, the higher your Page Rank (PR) will be. PR is between 0 to 10. Higher PR of the web page means higher importance of that web page. For example, if A page has PR 4 and if B, C and D pages links are on the A page than A page's PR 4 will be casted to B, C and D page. PR is calculated based on Google Algorithm.

You can know the importance of any page by PR of that page. You can check the PR of any page by installing the google toolbar in your browser.

• Backlink and IBL (In Bound Link):

When any site gives you link that is called the backlink of your site and also IBL (In Bound Link) of your site.

• OBL (Out Bound Link):

When your site gives link to other site that is called the OBL (Out Bound Link) of your site.

• Anchor Text:

Text on backlink or link label is called the anchor text. In anchor text, your main Keywords of the site should be used.


One Way Link: -

• If any site gives you the backlink and if you don’t give the baklink to that site that is called the one way link for your site. Google likes one way links because it believes that if any site is giving the backlink to your site and you don’t give the backlink to their site it believes your site is very important.
• If you want to get the more one way links for your site than your site should have unique content, quality features otherwise why any site will give you backlink without the backlink in return.
• If you submit your site into web directories and if you create blogs related to your site than it is called one way links for your site. You may get one way links by requesting to your related sites to give backlink to your site. One way links should be on sites which are related to your site.
• The backlink from .edu, .org, .gov domains are called the quality backlinks. If your site has backlinks from that domain sites than it will increase your site popularity and improve rankings.
  

Link Exchange or Reciprocal Link Exchange : -

If two sites are exchanging the links between them than that is called link exchange or reciprocal link exchange. For ex. If A gives backlink to B and B gives backlink to A than it is called the link exchange between A and B.

• Link exchange should be between related sites. When you request for link exchange, you should check some factors in the site to which you are sending the link request. Like that site should be related to your site, the PR of the page should be good and there should not be more than 50 OBLs on that page.
  
• Your site should not have links to banned websites, spammy and generally low quality content websites other wise it is called the bad neighborhood. If your site have bad neighborhood than it may harm your rankings.
  

Three Way Link Exchange : -

• If A gives backlink to B, B gives backlink to C and C gives backlink to A than it is called the three way link exchange.

Three way link is like an one way link so it is also very important for google rankings.

Blog Creation and Submission:

• If you have unique content related to your site than you can create a blog related to your site and you can keep the backlink of your site in the blog so it will create a great traffic to your site and also it will be one way link for your site.
• You can submit your blogs to thousand of free and paid blog submission sites and it will increase the popularity of your site and also it will create a targeted traffic to your site. By creating a blogs, you can give the useful information about your site and if visitors like your content of blog than it will create a potential traffic to your site.

Article Creation and Submission:

You can create a great and unique article related to your site and there are so many sites willing to accept well-written articles. By writing articles, it can generate lots of targeted traffic to your site.

Press Releases and Submission:

You can write the press release about your new products or about your site and after that you can submit your press releases to different press releases sites and news publishing sites so it will make popular your site or new products and it will create a targeted traffic to your site.

Social Bookmarking:

Social bookmarking is one of the good factor of Off Page Optimization to drive the re traffic of old visitors to your site. Delicious, technorati and many tools are used for social bookmarking. You can keep the social bookmarking at your site so that visitors can bookmark that site and access that site from anywhere so it will create great traffic of old visitors.

RSS (Really Simple Syndication) Feed:

RSS feed is used to publish frequently updated content to the subscriber users of your site. If your site has RSS feed and any user will subscribe in RSS feed than that user will get the update of your site when you update your site. So it will create a great traffic of old visitors at your site. When you update any content in your site, you will not need to promote the new content. It will automatically update to the subscribed users.

Link baiting:

Link baiting means bringing the links to your site through unique and popular site content. You should have such a content, which makes people to read it and link it to their site. So it may increase your link popularity and drive a targeted traffic to your site.

Social Community:

Nowadays social community sites like Orkut, MySpace, Hi5 are used to create a traffic to your site. You can promote your site in social community sites and it may create great traffic to your site.

Google Sandbox:

When Google indexes a new website, it goes into the Google Sandbox. The Sandbox is a probation period for new websites. The site is indexed but it won’t rank highly in Google for three to six months. Google does this to prevent spammers from creating websites, adding dozens of links, and quickly getting a high ranking. Google indexes the site and then watches to see if links are added slowly before it takes the website out of the sandbox.

Web Site Traffic Analysis:

• You can make analysis of visitors and traffic of your site from analytics report of your site. There are many tools which are providing the analytics facilities but one of the good tool of of web site traffic and visitors analysis is Google Analytics.
• You can know about your visitors, from where they came on your site, which browser they are Using, what they did on your site, how many time they spent on your site, location of visitors, which OS they are using, on which page they came, on which page they exit from the site, which keywords people are using to visit your site.
  
• From google analytics of your site, you can observe your site that means on which page visitors are coming frequently and on which page mostly visitors left the site. So that you can make some strategy from that analysis and implement in the site to covert the maximum visitors to customers.
  

Conclusion:

IF off page factors of the site is not optimized by search engine than there may be possible that your site can not get the higher rankings in search engine (Specially in Google because google emphasis more on Off Page Factors of the site).

PPC (Pay Per Click)

Introduction to PPC:

PPC (Pay Per Click) means paid listing of web site in search engine results pages (SERPs). PPC is also called sponsored sites. PPC services will rank your site on the top in search engine results and you have to pay for that to search engine. It is simply called one type of an advertisement but not perfectly because PPC is very large field.

You can see in the above image that left side is the natural or organic (SEO) results and right side is paid results or sponsored sites (PPC). This is called the paid results because when the user will come and search any keyword in the search engine than search engine will display two results. One is natural results at left side and paid results on right side. So when user click on any site on the right side from the paid listing than that site will have to pay defined cost to search engine per click that’s why it is called Pay Per Click.

There are mainly three major PPC Services that is Google Adwords, MSN Ad center and Yahoo Search Marketing (Overture). We will more emphasis on Google PPC Services because it covers great market of PPC in the search engine paid services.

Google is displaying 8 paid results at the right side on one page and next 8 results on second page and so on. All the results are displayed on the results pages based on site quality factors, bidding price and many other factors.

Generally the history is saying that when visitor wants to buy any product from Internet, 80 to 90% visitors are using search engine to buy any product. User will search keyword in the search engine and go for top displayed sites and if user will satisfy with that site and product than user will buy products from that site otherwise user will come back to search engine and go for other site. So staying at top in search engine with high quality site features can make your online business successful.

Components of PPC Campaign :

How can you create a PPC campaign for your web site? There are some components you need to create a PPC campaign.

• Keywords :
  

You can make the keyword research for your site. (Same as keyword research in SEO). You can select the best keywords for your PPC campaign from the keyword research. You will have to select the high ROI keywords because it is a matter of money so you will have to select such a keywords that should be searched by the visitors to find your site. So first you should have the list of keywords for your site.

• Ad Format and text :
  

When the search engine will display the paid results ad, it will show the title, short description and url in the ad format. There is a very limited space in the ad format. So you will have to create an ad format that includes all the requirements of the visitor. Because when visitor will search for any keyword and if your ad will match the visitor’s search than only visitor will click on your site.

• Landing Page of the site :

When the potential visitor will search for any keyword and if your site’s ad is satisfying the visitor’s requirements than visitor will click on your site ad and come to your site. That page is called the landing page of the site. Your landing page should provide all the details about the product for which visitor came to your site.

• Conversion :

The main purpose of landing page is to convert the visitor into the customer. That means your landing page should satisfy all the requirements of visitor.

If you have web site with high quality, relevant ad of your site and the excellent landing page than you can get high ROI (Return on Investment) from PPC Services.

Steps to create PPC Campaign for your site in Google Adwords:

There are basically steps through which you can create PPC campaign for your site.

• You have to sign up for a Google Adwords account.
• You have to create Ad for your site with title, short description of 2 lines and url of the site.
• You have to add a list of best keywords related to your site. Those keywords you can get from the keyword research.
• You have to bid for the keywords and also you can set the maximum budget per day for your campaign. For ex. If you bid $ 1 for “web site development” keyword and your competitor will bid $ 2 for that keyword than you will be at 2# position and your competitor will be on 1st position in the paid results. You can increase your bid to get the top position. If you have set maximum budget $ 20 for the day than Google will display your site ad on that keyword until your clicks reach at $ 20. When your budget is over per day google will not display your ad for that keyword.
• When the user will search keyword, google will display your ad in the paid results. when the user will click on your site than you have to pay defined amount per click to google. When your site ad reaches at the budget, google will not show your site ad in the results.
• Your adwords account is linked to your credit card. So total amount will be deducted directly from your credit card at the end of the month.
• You can see the reports of the campaign in the Google Adwords Reports. You can see the clicks on the ad per day, avg. position of your ad in the search paid results, cost per click (CPC), goal conversion that means how many visitors are converting to customers and other information.

Your Site’s Ad display in Paid Results:

When you create a PPC campaign for your site, your site ad will display in the paid results according to the Google Algorithm. There are some factors of algorithm based on which google gives the rankings to the Site Ad in the paid results.

• Your site ad should be related to the keyword searched by the user.
• Your site’s ad display position will depend on the bid of your keyword. If you bid high for the keyword than you may get the top in the paid results. Also it will depend on your competitors bid. Your bid should be high compare to that to stay on the top. You should have to bid minimum amount otherwise your site ad may not display in the paid results.
  
• Your landing page should have some quality factors to get the ranking in paid results.
  

Selection of bid for the keywords:

When you want to start the PPC campaign, you will make the keyword research and based on that you will select the best keywords for your campaign. You can bid high for your best keywords and low bid for your other keywords. Based on ROI, you can bid for the keywords. You can bid high for high ROI keywords.

Landing Page Qualities:

There are some landing page qualities based on that your site’s ad will display in the paid results. Here there are some landing page qualities:

• Landing page should be highly related to the user’s search.
• User will come to find the solution of his problem so landing page should provide the solution for the user’s questions.
• Landing page should convert the visitor into the customer.
• You can create a specific Ad for particular product and according to that your ad title, description and url should contain that product related keyword. That Ad should point to that products related landing page.
  
• When the visitor will come on the landing page, visitor can complete the buying process within few steps. Landing page should be very clear and user friendly to the visitors.
  
• The transaction should be simple on the landing page otherwise visitors will left your site and go back to other site.
  
• Landing page should provide all the information related to the product to the visitors like product features, product photo, product price, product reviews, and discount on the product, shipping process, and some other benefits.
• The layout of the landing page should be professional like if you are promoting one product page in PPC ad than it should contain that product information only. The design of that page should not attract the visitors and also there should not be link of other products or pages on that page because visitor is at the purchase step.
• There should be always the thank you page when the customer will purchase the product and also there should be a feedback form and other products promotion.

Keywords Selection:

When you start the PPC campaign, the first step to select the proper keywords. You can select the keywords for your site from keyword research. You can select the keywords according to your site. You can test all keywords by starting the campaign by all the keywords and after that you can continue with the best keywords.

You can choose 4 types of matching type of keywords that means on what keywords you want to show your ad in google paid results.

• Broad Match:

You can use the broad match by simply typing your keyword. For ex. If you type the keyword computer parts than google will show your ad even if any user will search computer parts in any order and also for the related keywords.

• Phrase Match:

You can use the phrase match by typing the keyword in “ “. For ex. If you will type the keyword “computer parts” than google will show your ad only when computer parts is searched by the user in exact order in other search terms also. Your ad will show for computer parts price but not for parts of computer

• Exact Match:

You can use the exact match by placing the brackets around the keywords. For ex. If you will type the keyword “computer parts” than google will show your ad only if some user will search the keyword computer parts exactly.

• Negative keyword:

You can use the negative keywords by placing the – sign before the keyword. For ex. If some user will search the keyword like free computer parts now when the user wants the products in free than user will never pay for that so that type of users should not come on your site. You can make such keywords negative by placing –free computer parts. So when the user will search for such a keywords than google will not show your ad for that keyword.

You can select the geographical location in the Google Adwords like if you want to show your site ad in particular geographical location than google will show your ad only in particular location defined by you not in other locations. If you select the USA region than your ad will be displayed only when that keyword will be searched in USA. You can also customize your ad state and city wise also.

Actual cost per click (CPC):

• When you bid for the keyword, you will have to pay to google decided cost per click but in most cases, the cost per click is not same as the bid for the keyword. The cost per click will be dependent on the advertiser’s competition and their bidding for that keyword. Actual cost per click will be different from the bid of the keyword.
• For ex. There are three advertisers for one keyword. A is bidding $ 15 for that keyword, B is bidding $ 10 and C is bidding $ 5 for the keyword. Now A pays next lowest bid + 0.01 $ so A pays $ 10.01 per click to google. Now B pays next lowest bid + 0.01 $ so B pays $ 05.01 $ per click to google. Now C pays $ 5 per click as the bidding because nobody is next lowest bidder.

Conclusion:

If you have just started new business and if you have some budget than you can hire the PPC professional who can manage your campaigns regularly. They have good experience in the PPC services and also they can manage the PPC campaign by advanced keyword research tools, web analytics reports, bid management, checking the ROI (Return On Investment) on the keywords regularly. It is better to hire the professionals for the PPC campaign because google is changing their algorithm at every 3 or 4 months and usually google doesn’t explain changes. Professional people may get the ideas on the changed algorithm based on experience.