Interactive advertising using interactive media such as banner ads and Flash to get an active response from visitors. Promote their products and services and inform customers. If they are well designed, interactive advertising allows you to engage customers in a direct and personal, and this creates a communication other than that may affect purchasing decisions. RTN Europe produce presentations, mini websites and online advertising campaigns to help you compete.
E-mail marketing:

E-mail marketing, including email newsletters and online, is a form of relationship marketing based on obtaining the authorization of the client. Once people agree to receive periodic announcements about your products and services have the opportunity to turn your potential customers to existing customers, retain customers and create value for your business. We help you build cost-effective campaigns that reach e-mail directly to potential customers, strengthening your brand and establish lasting relationships with existing customers.
Marketing “White Paper” :

The White Paper is designed to promote your business solutions with reference to specific topics. They also help to position your company as a leader in a given sector. The White Paper can be very effective in generating clues, which are normally distributed after having obtained the customer’s contact information. Our development team can write and research content and content of this document for you. Our teams of marketing and development partners to generate and collect clues.
Blog Marketing :
From the viewpoint of corporate marketing, blogs offer many advantages. First, they provide an easy way to introduce new content to your site on an ongoing basis. The presence of newly added content attracts more attention from search engines, therefore it is likely that your site has a higher ranking with a blog than without it. Our services can help you develop a blogging strategy, integrating a blog into your website or ghostwrite “your content.

Search Marketing (formerly Overture) are currently the largest PPC providers. Our job is to help you choose PPC keywords to match your business initiative, develop and place ads profitable.
Interactive advertising using interactive media such as banner ads and Flash to get an active response from visitors. Promote their products and services and inform customers. If they are well designed, interactive advertising allows you to engage customers in a direct and personal, and this creates a communication other than that may affect purchasing decisions. RTN Europe produce presentations, mini websites and online advertising campaigns to help you compete.
E-mail marketing:
E-mail marketing, including email newsletters and online, is a form of relationship marketing based on obtaining the authorization of the client. Once people agree to receive periodic announcements about your products and services have the opportunity to turn your potential customers to existing customers, retain customers and create value for your business. We help you build cost-effective campaigns that reach e-mail directly to potential customers, strengthening your brand and establish lasting relationships with existing customers.

Marketing “White Paper” :
The White Paper is designed to promote your business solutions with reference to specific topics. They also help to position your company as a leader in a given sector. The White Paper can be very effective in generating clues, which are normally distributed after having obtained the customer’s contact information. Our development team can write and research content and content of this document for you. Our teams of marketing and development partners to generate and collect clues.
Blog Marketing:
From the viewpoint of corporate marketing, blogs offer many advantages. First, they provide an easy way to introduce new content to your site on an ongoing basis. The presence of newly added content attracts more attention from search engines, therefore it is likely that your site has a higher ranking with a blog than without it. Our services can help you develop a blogging strategy, integrating a blog into your website or ghostwrite “your content.

Make sure all the sites that should know about your pages are aware your site is online.
Design and content guidelines:

Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link.

Offer a site map to your users with links that point to the important parts of your site. If the site map is larger than 100 or so links, you may want to break the site map into separate pages.

Create a useful, information-rich site and write pages that clearly and accurately describe your content.

Think about the words users would type to find your pages, and make sure that your site actually includes those words within it.

Try to use text instead of images to display important names, content, or links. The Google crawler does not recognize text contained in images. If you must use images for textual content, consider using the “ALT” attribute to include a few words of descriptive text.

Make sure that your <title> elements and ALT attributes are descriptive and accurate.

Check for broken links and correct HTML.

If you decide to use dynamic pages (ie, the URL contains a “?” Character), be aware that not every search engine spider crawls dynamic pages as well as static pages. It helps to keep the parameters short and the number of them few.

Keep the links on a given page to a reasonable number (fewer than 100).

Review our image guidelines for best practices on publishing images.
Technical guidelines back to top

Use a text browser such as Lynx to examine your site, because most search engine spiders see your site much as Lynx would. If fancy features such as JavaScript, cookies, session IDs, frames, DHTML, or Flash keep you from seeing all of your site in a text browser, then search engine spiders may have trouble crawling your site.

Allow search bots to crawl your sites without session IDs or arguments that track their path through the site. These techniques are useful for tracking individual user behavior, but the access pattern of bots is entirely different. Using these techniques may result in incomplete indexing of your site, as bots may not be able to eliminate URLs that look different but actually point to the same page.

Make sure your web server supports the If-Modified-Since HTTP header. This feature allows your web server to tell Google whether your content has changed since we last crawler your site. Supporting this feature saves you bandwidth and overhead.

Make use of the robots.txt file on your web server. This file tells crawlers which directories can or can not be crawler. Make sure it’s current for your site so that you do not accidentally block the Googlebot crawler. Visit http://www.robotstxt.org/faq.html to learn how to Instruct robots when they visit your site. You can test your robots.txt file to make sure you’re using it correctly with the robots.txt analysis tool available in Google Webmaster Tools.

If your company buys a content management system, make sure that the system creates pages and links that search engines can crawl.

Use robots.txt to prevent crawling of search results pages or other auto-generated pages that do not add much value for users coming from search engines.

Test your site to make sure that it appears correctly in different browsers.
Quality guidelines :
These quality guidelines cover the most common forms of deceptive or manipulative behavior, but Google may respond negatively to other misleading practices not listed here (eg tricking users by registering misspellings of well-known websites). It’s not safe to assume that just because a specific deceptive technique is not included on this page, Google approves of it. Webmasters who spend their energies upholding the spirit of the basic principles will provide a much better user experience and subsequently enjoy better ranking than those who spend their time looking for loopholes they can exploit.

If you believe that another site is abusing Google’s quality guidelines, please report that site at https: / / www.google.com / webmasters / tools / spamreport. Google prefers developing scalable and automated solutions to problems, so we attempt to minimize hand-to-hand spam fighting. The spam reports we receive are used to create scalable algorithms that recognize and block future spam attempts.

Quality guidelines – basic principles :
Make pages primarily for users, not for search engines. Do not Deceiver your users or present different content to search engines than you display to users, which is commonly referred to as “cloaking.”

Avoid tricks intended to improve search engine rankings. A good rule of thumb is whether you’d feel comfortable explaining what you’ve done to a website that is up with you. Another useful test is to ask, “Does this help my users? Would I do this if search engines did not exist?”

Do not participate in link schemes designed to increase your site’s ranking or PageRank. In particular, avoid links to web spammers or “bad neighborhoods” on the web, as your own rankings may be affected adversely by those links.

Do not use unauthorized computer programs to submit pages, check rankings, etc.. Such programs consume computing resources and violate our Terms of Service. Google does not recommend the use of products such as WebPosition Gold ™ that send automatic or programmatic queries to Google.

Quality guidelines – specific guidelines
Avoid hidden text or hidden links.

Do not use cloaking or sneaky redirects.

Do not send automated queries to Google.

Do not load pages with irrelevant keywords.

Do not create multiple pages, subdomains, or domains with substantially duplicate content.

Do not create pages with malicious behavior, such as phishing or installing viruses, trojans, or other badware.

Avoid “Doorway” pages created just for search engines, or other “cookie cutter” approaches such as affiliate programs with little or no original content.

If your site participates in an affiliate program, make sure that your site adds value. Provide unique and relevant content that gives users a reason to visit your site first.

If you determine that your site does not meet these guidelines, you can modify your site so that it does and then submit your site for reconsideration.

Let’s talk about how to raise link popularity.

Link popularity’s construction requires strenuous efforts to be made. You have to search infinitely. You have to send countless numbers of reciprocal links. Remember: writing articles on your theme can bring you plenty of link popularity.

What are the advantages of writing articles? If you do it, you place them on your site and than construct its content. You can also offer your articles to other sites. In both cases you’ll get a lot in exchange:
- You construct your content. The more is the content the better is.
- You advance your site. You’ll raise the amount of indexed pages by search engines, if you have as much key-words as you can on more pages.
- Other sites link back to yours. Sites, that are related to your thematic, link back to you.
- You get link back to your site from the site you submitted the article to. Don’t forget to inscribe a link in all guest articles you submit.
- You become an authority on your topic. Search engines distinguish sites that have a larger amount of backward links from sites connected with similar thematic.

Important notes
Your site’s pages must have relevant inbound links for additional traffic flow. One of the best way to get relevant inbound links corresponding your site’s content is to exchange links with directories containing categories that are relevant your sites content and put counters that show your site’s URL in top sites ranking, which also correspond your site’s content. For instance, you can add your site insearchenginejourna Friends directory here: http://www.searchenginejournal.org.

First, result is visible at once. Within a half an hour you can organize a campaign, transfer money to the open account, program refers correctly, and watch the process of the statistics curve changing, which is rising up to the desired point. Secondly, “You pay only for the real and purpose customers.” This statement, it would seem, can’t be not agreed with. If relevant search words were picked, so it becomes difficult to feel some doubts, that the audience would not be a purpose one.

Undoubtedly, as it was said above, the results of context advertising are seen at once. And they look pretty well. However, there are some words “but”. The first is that you need to have a clear idea of that where the visitors come to site from. The majority of search engines place their context advertisements not only on their main site, but also on the affiliate sites. However, many of search engines, especially Russian ones, don’t use the services of affiliates. Affiliates are either sites of small, or local search engines, or rather popular sites of definite theme, which receive definite interest on each visitor, who enters then the site of advertiser. It’s obvious that having such a system; affiliates feel advantage of receiving higher traffic. Not all the affiliates achieve this by means of honest methods. Therefore, there natural question arises – how to check the “quality” – effectiveness – customers. The easiest method is the analysis of sessions of customers, who came from such advertising campaign. If customer is really related to purpose audience, so he (she) must visit at least a couple of pages, that is each visitor must have at least a couple of hits. For instance, if visitor searches for “car sale”, and your site is the site of a car sale-room, this means that proceeding from essential laws of human psychology, the visitor’s sight will be attracted by sought words – in such a manner the hit will be formed in statistics.

If traffic is “counterfeit”, therefore the multitude of sessions will be “empty”, i.e. the time of such session, as a rule, equals to 0 minutes 0 seconds. Of course, even normal and honest traffic have empty sessions, but this is rather an exception than a rule. The conclusion concerning abnormality of traffic must be made only if you have information, with which you can make a comparison.

The conclusion must be made only if you have certain information about average time of visitors’ staying on site, their behavior (if there are some stereotype ways of browsing a site, average depth of site’s viewing and so on).

If there is any doubt as to traffic’s honesty related to context advertisements, so the following question you need to solve is related to that how effective are these visitors. Under effectiveness of new visitors you may understand different actions, i.e. this parameter is individually determined by each company. If current site is an Internet shop, so the effectiveness here is determined quite easily. The most obvious criterion is the percentage of visitors, who came by context advertisements and ordered a product.

If site is imagery one, so you can understand visiting of some separate pages of a site or time spent by visitor on a certain page as an effectiveness index. Separate question is the cost of visitors, who came by advertisements placed on search engines. It would seem that an answer to this question is absolutely obvious, since there is an amount (bid) set for each separate word. Thus, for instance, if bid is set at $0,05 and attracted 20 visitors to site, so we definitely know that an amount will equal to $1. Really, you should better put the question about cost of visitors, who came by context advertisement, in a different way. How much does each effective visitor cost? If advertising campaign is performed by several words, so, the cost of such words will rather be diverse (depending on their popularity). Therefore, total amount, spent for definite period of time, must be shared between all visitors we defined as “effective”. In different cases real visitors’ effectiveness may dither in quite large margins. But, applying the Paretto’s law to psychology of the masses, we may say without any doubt that effectiveness, which is higher than 20%, is a great rarity.

Therefore, continuing considering our case, only 4 of 20 visitors will either buy something on site, or read definite text. This means that real cost of effective visitor doesn’t total $0,05, but $0,25 – i.e. five times as higher.

At proper approach to optimization, the results can be quite different. Proceeding from the visitors’ behavior explorations, up to 90% of visitors obligatory look through the link placed on the first position of search engine results. Therefore, if keyword, which a page was optimized on, is quite frequent, so traffic can be very impressive. And the cost of effective visitor after optimization will be significantly lower (approximately 3-4 times as), than cost of effective visitor, who came by context advertisement.

Comparing attractiveness of a context advertisement with a link in immediate results of search engine, so the latter will take leading places, and what’s more, at a great advantage. By the psychologists’ review, studying visitors’ behavior in search engines, hardly 5% of all visitors look at context advertisements. Therefore, if site is not optimized, and you’ll be using only possibilities of context advertising, so significant part of a purpose audience will be lost.

Context advertising, as far as it wouldn’t seem to be a budget solution for traffic enlargement, can perform a role of a supplementary tool. Its use is worth while doing, if keyword is too low – frequent to make a full optimization for it.

What will your site’s link popularity increase bring to?
· Large amount of links will make a big traffic to your site.
· Among equal, your site will be higher in the search engine result pages.
· The more links are to your site, the more chances have searching robots to index it.

And then you won’t have to wait several weeks for re-indexation. GCM-Site http://searchenginejournal.org  is re-indexed every 5-10 days! This is a great result for “non-news site”. How to raise your site’s link popularity? · The more links to your site, the better is! There are links more than from 200 sites to GCM-Site searchenginejournal.org ! This is one more great result for a private site.
· One link from “promoted” site for search engines is much more important than two links from “unpopular” sites. Look for sites, whose counters show figures which are higher than those on your counters and arrange about the links exchange! Let it be not on the main page.
· Search engines increase the site’s rank, if there is a ward from searching query in the links to it. For example, www.sport.com site will have a significance weight with the required phrase “sport”.

What does disturb your site’s link popularity?
· Non-originality of the site’s address. For example, it is less profitable to have pages on a free domain terra.es, freehost.com and so on, than to have your own domain. That’s why in search engines the sites from public servers are placed lower than “unique” domain names.
Have a high site’s link popularity!

Every search engine defines the relevance of HTML-document to the user’s query according to the searching concept which lies in it. Although the conceptions are different, search engines search in the same way because search algorithms are built on the common principles. Main differences of search engines are not in algorithms of relevance definition, in their realization.

In catalogues relevance is evaluated by people (moderators), their duty is to make recourse sorting according to sections and cutting off spam. When user makes query, search engine of a catalogue counts relevance, as the search engine of a search system does, but considering the evaluation of moderators.

Many different factors influence the search system evaluation, beginning from the domain name and ending with the quality of connection channels. Further the factors, which are defied evaluation and control, are enumerated, which influence the relevance of HTML-documents:

· – Domain name.
· – Tag <Title>.
· – META tags, <Keywords>, <Description>.
· – META tags <Robots>, file robots.txt (or its absence).
· – META tags <Refresh>, with value close to zero.
· – META tags <Expires>, if past date is given.
· – META tags <Document-state>, defines indexation regime.
· – HTML-code size, which is before text.
· – Mistakes in code.
· – Mistakes in text.
· – Text size.
· – Text quality (style, content, claiming).
· – The amount of key wards in HTML-document.
· – Moving away of key wards from the text beginning.
· – Grouping of key wards.
· – Exact accordance to a key phrase.
· – Key wards separation. Tags <B>, < H1 > – < H6 >, <STRONG>.
· – Tags <AREA>, <IMG>.
· – Tag <A>.
· – Tag <FRAME>.
· – Tag <SCRIPT>.
· – Tag <!-commentary tag–>.
· – Tags <STYLE>, <BODY>, <FONT>, <TABLE>.
· – The size of images placed in documents.
· – The amount of documents on server.
· – The amount of “quality” documents on server.
· – The amount of “garbage” on server.
· – The organization of links within server (depth, coverage, amount).
· – Inner links to server pages (amount).
· – Rating and accordance to server theme, to which are outer links come.
· – Popularity of server (the amount of adverts).
· – The time of server life (page), the more the better is.
· – The organization of links within server.
· – The quality of a virtual server, on which recourse is placed (traffic limits, reliability).

Very important but uncontrolled factors:
· – The level of competition in chosen thematic.
· – The quality of recourses in chosen thematic.
· – Claiming of chosen thematic.
· – The amount of spam, attacking search system in chosen thematic.

Jay G. Says:

I read a lot about how you should link your site with others of similar content. Of course we should all do this, not only because it is good for our site visitor, but it seems like it would make sense to the search engines.

I do have one question though…if it’s all about related content…how does DMOZ have such a high pagerank? And Yahoo? They are all scattered…linking to pages having little to do with one another and vice-versa. I know that shear volume counts, but there are many sites, such as general directories that have very high pagerank. Doesn’t make much sense to me.

Here is my theory…forget all about the algorithms for a minute. I think pagerank and good search engine results are achieved simply by how many times the search engine visits your site. Seems simple, but think about it. If you are linked to by many sites with low pagerank, you will be scanned by the search engines. You may not be scanned deeply and you may not be visited often, therefore giving you a low pagerank. If you are linked to by many sites with high pagerank, you will be scanned much more frequently and more deeply, giving you a higher pagerank.

So I think the volume of sites that link to you matters as well as the pagerank of the site. Fewer sites with higher pagerank would equal many sites with lower pagerank.

Perhaps I am way off, but from my observance over the years, this is the simplest way to figure it out, since none of us really “know.” I do love reading all of the crazy theories though.

Last example….I was just analyzing a motorcycle related website with a pagerank of 7. There are tons of links going to it…the majority from real estate websites, cooking websites, etc…what does that say about relevancy?

Makes you think…