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Search engine optimisation: A primer on keyword strategies

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This paper is the first of two written by the authors on the topic of search engine optimisation. It provides simple answers, from a keyword perspective, to two questions. What is search engine ranking all about? How does a website get higher rankings? It is designed to help the novice e-marketer better understand the fundamentals of search engine rankings and how online businesses can improve their rankings through proper use of keywords. The paper also discusses how to submit websites to search engines and how to avoid practices that cause problems with search engine indexing. Because Google is the dominant search engine, most information in the paper is directed toward Google's approach to ranking. The second paper in this series will focus on search engine optimisation linkage strategies.Journal of Direct Data and Digital Marketing Practice (2006) 7, 121–133; doi:10.1057/palgrave.dddmp.4340563
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Document Type: Research Article

Affiliations: 1: 1is author/editor of, which Business Week called ‘bar none the best e-commerce resource out there’, as well a numerous books on a variety of web marketing topics. He has a DMin degree from Fuller Theological Seminary. 2: 2is author of numerous academic journal articles dealing with web marketing and the use of the internet in management education. He has a PhD in business administration from the University of Nebraska-Lincoln.

Publication date: 2006-10-01

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