An important element in any SEO plan is analytics - the method by which you monitor the effectiveness of your web site. Analytics are the metrics that show you how pages, links, keywords, and other elements of your web site are performing. If your web host hasn’t provided you with an analytics program, find one. Not having an analytics program is like walking around in the dark, hoping you won’t bump into a wall.

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The initial idea of keyword research can be daunting. Trying to come up with the perfect combination of words to drive customers to your site, improve your conversion rate, and make yourself visible to search engines could easily give you a serious tension headache. Even using some of the techniques that have been discussed in this chapter to find the right keywords and perfect your methods of research take time. It’s not something that you can just jump into today and be successful at before the sun sets. It’s far more successful if you start slowly and build your way to greater success.

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Keywords are really the cornerstone of any SEO program. Your keywords play a large part in determining where in search rankings you’ll land, and they also mean the difference between a user’s finding your page and not. So when you’re picking keywords, you want to be sure that you’ve selected the right ones. The only problem is, how do you know what’s right and what’s not?

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The question of what to name a web site is always a big one. When selecting a name, most people think in terms of their business name, personal name, or a word or phrase that has meaning for them. What they don’t think about is how that name will work for the site’s SEO. Does the name have anything at all to do with the site, or is it completely unrelated?

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Having more external inbound links is something to be desired. If these links can be quality links with a lot of link juice, that’s even better. For best results, try to acquire inbound links from sites or pages with high PageRank values. As a rule of thumb, backlinks with a minimum PageRank value of 4 yield the best results.

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Sometimes search engines can make a mistake and mark your site as spam. Other times you are knowingly or unknowingly being deceptive. If you are caught conducting search engine spam, any other sites that you own might come under scrutiny and be considered part of a bad neighborhood. Whatever the case, if you want to “come clean,” you can submit your site for reconsideration.

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Many complementary tools, sites, and services are available for most of the social media sites. It is wise to explore what can help you achieve your social media strategy. You can also automate some tasks. For example, if you are implementing a strategy for Twitter, instead of worrying about the steady flow of your tweets, you can create a simple application to send prerecorded scheduled tweets. Imagine a simple application as described in the use case diagram in the below diagram.

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If you’re going to maintain a website with the best search engine optimization possible, you will have to be familiar with “Heuristics”. This is simply a term for recognizing a pattern and being able to solve a problem or come to a conclusion quickly and efficiently by consulting what you already know about that particular pattern.

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One element of search marketing that has many people scratching their head in confusion is the Algorithms that actually determine what the rank of a page should be. These algorithms are proprietary in nature, and so few people outside the search engine companies have seen them in their entirety. Even if you were to see the algorithm, you’d have to be a math wizard to understand it. And that’s what makes figuring out the whole concept of optimizing for search engines so difficult.

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In the past, starting up and maintaining a new business was not easier but much more secure. We could invent something or produce a great business idea only once and enjoy obtaining benefits from them throughout the rest of our lives. But today we live in a different world. Today, we need to continuously innovate if we want to maintain leadership - either we want to lead business or people. It means that we need to develop and possess relevant thinking & planning skills and also we must have to know how to put the things into action and execute them.

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