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Search engine optimization

Search engine optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.[1] SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic and the purchase of paid placement.

Additionally, it may target different kinds of searches, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines.

Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

By May 2015, mobile search had surpassed desktop search.[3] As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.

SEO is performed because a website will receive more visitors from a search engine when website ranks are higher in the search engine results page (SERP).

These visitors can then be converted into customers.[4] SEO differs from local Search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services.

The former instead is more focused on national or international searches.

Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web.

Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server.

A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains.

All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners.

According to industry analyst Danny Sullivan, the phrase "Search engine optimization" probably came into use in 1997.

Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service." Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB.

Meta tags provide a guide to each page's content.

Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content.

Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords.

Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[12] By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation.

To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters.

This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources.

Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with Search engine optimization and related topics.[14] Companies that employ overly aggressive techniques can get their client websites banned from the search results.

In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17] Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars.

Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products.

In response, many brands began to take a different approach to their Internet marketing strategies.[21] In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages.

The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[22] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.

In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[23] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[24] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings.

Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank.

Many sites focused on exchanging, buying, and selling links, often on a massive scale.

Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[25] By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.

In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages.

Some SEO practitioners have studied different approaches to Search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user.

Depending on their history of previous searches, Google crafted results for logged in users.[29] In 2007, Google announced a campaign against paid links that transfer PageRank.[30] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links.

Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any nofollow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[31] As a result of this change the usage of nofollow led to evaporation of PageRank.

In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting.

Additionally several solutions have been suggested that include the usage of iframes, Flash and JavaScript.[32] In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced.

Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before.

According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant.

Historically site administrators have spent months or even years optimizing a website to increase search rankings.

With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35] In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources.

Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice.

However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from.

The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages.

Hummingbird's language processing system falls under the newly recognized term of "conversational search" where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[39] With regards to the changes made to Search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for english language search queries in the US.

Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing but this time in order to better understand the search queries of their users.[40] In terms of Search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.[41] The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results.

Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically.

The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[42] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[43] in addition to their URL submission console.[44] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[45] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site.

Not every page is indexed by the search engines.

The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[46] Today, most people are searching on Google using a mobile device.[47] In November 2016, Google announced a major change to the way crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[48] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement).

Google indicated that they would regularly update the Chromium rendering engine to the latest version.

[49] In December of 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service.

The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings.

Google ran evaluations and felt confident the impact would be minor.

[50] To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain.

Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ).

When a search engine visits a site, the robots.txt located in the root directory is the first file crawled.

The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled.

As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled.

Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches.

In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[51] A variety of methods can increase the prominence of a webpage within the search results.

Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[52] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[52] Updating content so as to keep search engines crawling back frequently can give additional weight to a site.

Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic.

URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[53] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat").

The search engines attempt to minimize the effect of the latter, among them spamdexing.

Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[54] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[55] An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.

As the search engine guidelines[18][19][56] are not written as a series of rules or commandments, this is an important distinction to note.

White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.

White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose.

White hat SEO is in many ways similar to web development that promotes accessibility,[57] although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception.

One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off screen.

Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.

Another category sometimes used is grey hat SEO.

This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users.

Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether.

Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review.

One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[58] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[59] SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals.

Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[60] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results.

Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[61] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[62] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[63] which revealed a shift in their focus towards "usefulness" and mobile search.

In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[64] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

SEO may generate an adequate return on investment.

However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals.

Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[65] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic.

According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[66] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[67] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

Optimization techniques are highly tuned to the dominant search engines in the target market.

The search engines' market shares vary from market to market, as does competition.

In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[68] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[69] As of 2006, Google had an 85–90% market share in Germany.[70] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[70] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[71] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine.

In most cases, when Google is not leading in a given market, it is lagging behind a local player.

The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address.

Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[70] On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google.

SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations.

On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[72][73] In March 2006, KinderStart filed a lawsuit against Google over search engine rankings.

KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%.

On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[74][75]

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2] In 2007, U.S.

advertisers spent US $24.6 billion on Search engine marketing.[3] In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S.

search engine spend.[4] As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[5] Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider.

It may also be self-serve or through an advertising agency.

As of October 2016, Google leads the global search engine market with a market share of 89.3%.

Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3%, and Chinese search engine Baidu is fourth globally with a share of about 0.68%.[6] As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly.

Search engines developed business models to finance their services, such as pay per click programs offered by Open Text[7] in 1996 and then Goto.com[8] in 1998.

Goto.com later changed its name[9] to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing.

Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program.

By 2007, pay-per-click programs proved to be primary moneymakers[10] for search engines.

In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance.

The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010.[11] Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged.

The term "Search engine marketing" was popularized by Danny Sullivan in 2001[12] to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.

Search engine marketing uses at least five methods and metrics to optimize websites.[citation needed] Search engine marketing is a way to create and edit a website so that search engines rank it higher than other pages.

It should be also focused on keyword marketing or pay-per-click advertising (PPC).

The technology enables advertisers to bid on specific keywords or phrases and ensures ads appear with the results of search engines.

With the development of this system, the price is growing under a high level of competition.

Many advertisers prefer to expand their activities, including increasing search engines and adding more keywords.

The more advertisers are willing to pay for clicks, the higher the ranking for advertising, which leads to higher traffic.[15] PPC comes at a cost.

The higher position is likely to cost $5 for a given keyword, and $4.50 for a third location.

A third advertiser earns 10% less than the top advertiser while reducing traffic by 50%.[15] Investors must consider their return on investment when engaging in PPC campaigns.

Buying traffic via PPC will deliver a positive ROI when the total cost-per-click for a single conversion remains below the profit margin.

That way the amount of money spent to generate revenue is below the actual revenue generated.[16] A positive ROI is the outcome.

There are many reasons explaining why advertisers choose the SEM strategy.

First, creating a SEM account is easy and can build traffic quickly based on the degree of competition.

The shopper who uses the search engine to find information tends to trust and focus on the links showed in the results pages.

However, a large number of online sellers do not buy search engine optimization to obtain higher ranking lists of search results but prefer paid links.

A growing number of online publishers are allowing search engines such as Google to crawl content on their pages and place relevant ads on it.[17] From an online seller's point of view, this is an extension of the payment settlement and an additional incentive to invest in paid advertising projects.

Therefore, it is virtually impossible for advertisers with limited budgets to maintain the highest rankings in the increasingly competitive search market.

Google's Search engine marketing is one of the western world's marketing leaders, while its Search engine marketing is its biggest source of profit.[18] Google's search engine providers are clearly ahead of the Yahoo and Bing network.

The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results.

Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages.

Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in the main results area or as a separately identified advertising area.

The fee structure is both a filter against superfluous submissions and a revenue generator.

Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis.

However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently.

A per-click fee may also apply.

Each search engine is different.

Some sites allow only paid inclusion, although these have had little success.

More frequently, many search engines, like Yahoo!,[19] mix paid inclusion (per-page and per-click fee) with results from web crawling.

Others, like Google (and as of 2006, Ask.com[20][21]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).

Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users.

Often the line between pay per click advertising and paid inclusion is debatable.

Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users.

Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages.

In the general case, one has no control as to when their page will be crawled or added to a search engine index.

Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified.

Paid inclusion is a Search engine marketing method in itself, but also a tool of search engine optimization since experts and firms can test out different approaches to improving ranking and see the results often within a couple of days, instead of waiting weeks or months.

Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.

SEM is the wider discipline that incorporates SEO.

SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).

SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done.

A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time.

SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.

In some contexts, the term SEM is used exclusively to mean pay per click advertising,[2] particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition.

Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting.

Creating the link between SEO and PPC represents an integral part of the SEM concept.

Sometimes, especially when separate teams work on SEO and PPC and the efforts are not synced, positive results of aligning their strategies can be lost.

The aim of both SEO and PPC is maximizing the visibility in search and thus, their actions to achieve it should be centrally coordinated.

Both teams can benefit from setting shared goals and combined metrics, evaluating data together to determine future strategy or discuss which of the tools works better to get the traffic for selected keywords in the national and local search results.

Thanks to this, the search visibility can be increased along with optimizing both conversions and costs.[22] Another part of SEM is social media marketing (SMM).

SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[23] Some of the latest theoretical advances include Search engine marketing management (SEMM).

SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO).

SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO.

For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.

Paid search advertising has not been without controversy and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reports[24][25][26] by Consumer Reports WebWatch.

The Federal Trade Commission (FTC) also issued a letter[27] in 2002 about the importance of disclosure of paid advertising on search engines, in response to a complaint from Commercial Alert, a consumer advocacy group with ties to Ralph Nader.

Another ethical controversy associated with search marketing has been the issue of trademark infringement.

The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years.

In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term.[28] Though the policy has been changed this continues to be a source of heated debate.[29] On April 24, 2012, many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank.

The Google Update was called Penguin.

Since then, there have been several different Penguin/Panda updates rolled out by Google.

SEM has, however, nothing to do with link buying and focuses on organic SEO and PPC management.

As of October 20, 2014, Google had released three official revisions of their Penguin Update.

In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc.

v.

1-800 Contacts, Inc.

that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword.

In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its trademark enforcement practices in the Search engine marketing space have unreasonably restrained competition in violation of the FTC Act.

1-800 Contacts has denied all wrongdoing and appeared before an FTC administrative law judge in April 2017.[30] AdWords is recognized as a web-based advertising utensil since it adopts keywords that can deliver adverts explicitly to web users looking for information in respect to a certain product or service.

It is flexible and provides customizable options like Ad Extensions, access to non-search sites, leveraging the display network to help increase brand awareness.

The project hinges on cost per click (CPC) pricing where the maximum cost per day for the campaign can be chosen, thus the payment of the service only applies if the advert has been clicked.

SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services.

One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested.

Moreover, SEM companies have described AdWords as a practical tool for increasing a consumer’s investment earnings on Internet advertising.

The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion.

AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass.

The assistance of AdWord canvass could contribute to the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months.[31] Another way Search engine marketing is managed is by contextual advertising.

Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites.

A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines.

Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[32] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[33] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[32] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility.

Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[32] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

Local search engine optimisation

Local search engine optimization (Local SEO) is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine's unpaid results (SERP- search engine results page) often referred to as "natural", "organic", or "earned" results.[1] In general, the higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.[2] Local SEO, however, differs in that it is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when users enter local searches for its products or services.[3] Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search.

For example, local SEO is all about ‘optimizing‘ your online presence to attract more business from relevant local searches.

The majority of these searches take place on Google, Yahoo, Bing and other search engines but for better optimization in your local area you should also use sites like Yelp, Angie's List, LinkedIn, Local business directories, social media channels and others.[4] The origin of local SEO can be traced back[5] to 2003-2005 when search engines tried to provide people with results in their vicinity as well as additional information such as opening times of a store, listings in maps, etc.

Local SEO has evolved over the years to provide a targeted online marketing approach that allows local businesses to appear based on a range of local search signals, providing a distinct difference from broader organic SEO which prioritises relevance of search over a distance of searcher.

Local searches trigger search engines to display two types of results on the Search engine results page: local organic results and the 'Local Pack'.[3] The local organic results include web pages related to the search query with local relevance.

These often include directories such as Yelp, Yellow Pages, Facebook, etc.[3] The Local Pack displays businesses that have signed up with Google and taken ownership of their 'Google My Business' (GMB) listing.

The information displayed in the GMB listing and hence in the Local Pack can come from different sources:[6] Depending on the searches, Google can show relevant local results in Google Maps or Search.

This is true on both mobile and desktop devices.[7] Google has added a new Q&A features to Google Maps allowing users to submit questions to owners and allowing these to respond.[8].

This Q&A feature is tied to the associated Google My Business account.

Google My Business (GMB) is a free tool that allows businesses to create and manage their Google listing.

These listings must represent a physical location that a customer can visit.

A Google My Business listing appears when customers search for businesses either on Google Maps or in Google SERPs.

The accuracy of these listings is a local ranking factor.

Major search engines have algorithms that determine which local businesses rank in local search.

Primary factors that impact a local business's chance of appearing in local search include proper categorization in business directories, a business's name, address, and phone number (NAP) being crawlable on the website, and citations (mentions of the local business on other relevant websites like a chamber of commerce website).[9] In 2016, a study using statistical analysis assessed how and why businesses ranked in the Local Packs and identified positive correlations between local rankings and 100+ ranking factors.[10] Although the study cannot replicate Google's algorithm, it did deliver several interesting findings: Prominence, relevance, and distance are the three main criteria Google claims to use in its algorithms to show results that best match a user's query.[12] According to a group of local SEO experts who took part in a survey, links and reviews are more important than ever to rank locally.[13] As a result of both Google as well as Apple offering "near me" as an option to users, some authors[14] report on how Google Trends shows very significant increases in "near me" queries.

The same authors also report that the factors correlating the most with Local Pack ranking for "near me" queries include the presence of the "searched city and state in backlinks' anchor text" as well as the use of the " 'near me' in internal link anchor text" An important update to Google's local algorithm, rolled out on the 1st of September 2016.[15] Summary of the update on local search results: As previously explained (see above), the Possum update led similar listings, within the same building, or even located on the same street, to get filtered.

As a result, only one listing "with greater organic ranking and stronger relevance to the keyword" would be shown.[16] After the Hawk update on 22 August 2017, this filtering seems to apply only to listings located within the same building or close by (e.g.

50 feet), but not to listings located further away (e.g.325 feet away).[16] As previously explained (see above), reviews are deemed to be an important ranking factor.

Joy Hawkins, a Google Top Contributor and local SEO expert, highlights the problems due to fake reviews:[17]

Media agency

Media agencies advise companies on how and where to advertise, and on how to present a positive picture of themselves to the public.[1] Primary services include advertising, public relations and other forms of media management.

Media agencies were first launched with their main focus being the transaction of media space more efficiently than the mainstream advertising agencies[2], which had previously managed the process of media buying.

A Media agency ensures that a marketing message appeals to consumers, appears in the right place, at the right time and that the advertiser pays the best possible price.

There are cases, mainly within the large conglomerates, where both media and creative agencies are housed under one roof, however their P&L usually remains separate.

Media Buyers, or practitioners in media, are the people who liaise with publishers from various media titles.

They are equipped to advise and negotiate targeted media inventory dependent of the briefed key performance indicator.

Media agencies act as independent brokerages that transact in media space and take control of the marketing process once the creative agency has completed its remit of preparing and releasing the targeted creative message.

Media Agencies follow a structural hierarchy as seen in the creative agency environment.

The usual hierarchy is These titles may vary slightly from one company to another.

Digital Media Agencies (also known as Digital Agencies) offer a varied array of services including Display Media Planning and Buying, pay per click (PPC), search engine optimization (SEO), Marketing Technology Services, social media marketing, online reputation management and programmatic media.

Agencies have been the traditional power brokers in the media inventory.

A recent phenomenon is seeing agencies developing their trading models in the form of a trading desk that transacts in media inventory.[3]

Something in the Rain

Something in the Rain (Korean: 밥 잘 사주는 예쁜 누나; RR: Bap Jal Sajuneun Yeppeun Nuna; lit.

Pretty Sister Who Buys Me Food) is a 2018 South Korean television series directed by Ahn Pan-seok and starring Son Ye-jin and Jung Hae-in.

The series marks Son Ye-jin's small screen comeback after five years.

It was broadcast on JTBC every Friday and Saturday at 23:00 (KST) from March 30 to May 19, 2018.

It was also aired on the subscription service Netflix with subtitles.[1][2][3][4][5][6] The series explores the relationship of two people as they go from being "just acquaintances" to "a genuine couple".

Jin-ah is a 30-something district supervisor at a major coffee/cafe franchise and Joon-hee is a 20-something animator for video games.

When he returns from working abroad he reconnects with Jin-ah--who also happens to be the best friend with Joon-Hee's sister since childhood.

The episodes give an intimate look into how they fall in love, struggle with their age differences (considered to be Taboo in some circles), and find the courage to go public with their relationship to everyone around them.

A secondary storyline follows the struggles that female employees face in the company Jin-ah works for as they try to climb the corporate ladder amidst severe sexual harassment from male superiors.

A culture considered to be normal but unspoken in South Korean companies.

The driving narrative around the story centers around South Korean taboos concerning relationships: In this table, the blue numbers represent the lowest ratings and the red numbers represent the highest ratings.

The drama aired in the Philippines on the Asianovela Channel starting from July 15, 2019.

SpyFu

SpyFu, originally GoogSpy, is an American search analytics company based out of Scottsdale, Arizona.

Started in April 2005, SpyFu shows the keywords that websites buy on Google Ads[1] as well as the keywords that websites are showing up for within search results.

The service also gives cost per click and search volume statistics on keywords and uses that data to approximate what websites are spending on advertising.[2][3] Historical advertising budgets offered by SpyFu also help advertisers project what an advertising campaign will cost in the future.[4] The main value proposition is to see or to "spy on" the keywords that competitors use and improve SEM and SEO strategies based on those.[5] SpyFu's data was also used in the Washington Post during the 2008 Presidential election to disclose various keywords that candidates were advertising on.[6] SpyFu can also uncover emerging or niche markets.[7] SpyFu has been mentioned in The 4-Hour Work Week, Oreilly's Complete Web Monitoring, and SEO Warrior.

SpyFu's data is obtained via web scraping, based on technology developed by Velocityscape, a company that makes web scraping software.

The accuracy of its data, especially advertising budgets, was found to be somewhat dependent on the size of the website in question.[8] SpyFu refreshes its data on a monthly basis, and as such is used as a guide to what's happening with larger trends in SEM/SEO rather than as a real time tracking engine.[9]

Endurance International Group

Endurance International Group (EIG), formerly BizLand, is an IT services company specializing in Web hosting.

The company was founded in 1997 and is headquartered in Burlington, Massachusetts, USA.[1] It achieved its size by acquiring a large number of smaller companies, which it continues to operate under the original brand names, while moving their IT infrastructure to India.[2] In 2011, Endurance was bought from Accel-KKR by Warburg Pincus and GS Capital Partners, for around $975 million.[3] In September 2013, the company announced plans to raise $400 million in an IPO.[4] The company announced it would list on the NASDAQ under the ticker symbol EIGI.[5] It went public in October 2013 raising $252 million selling shares to the public at $12 each.

This was below the company's target goal of $400 million.[6][7] In a 2015 investor earnings conference call, the company reported having 4.2 million worldwide customers.[8] This path to increased size is similar to the path networking company Verio followed in the 1990s, using free cash flow and access to capital markets[9] in acquiring assets to add to their corporate portfolio.[10] The concept was to roll up small ISPs into one large national ISP and achieve economies of scale.

Endurance is acquiring hosting companies domestically and internationally.[2] Blake Cunneen, Endurance's senior vice president of corporate development has stated: "Investing in mergers and acquisitions is a very accretive use of free cash flow and going forward we'll continue to do so.

We don't have any deals we're announcing.

But we told the Street to expect M&A growth to continue.In March 2015, the company announced an investment in Netherlands-based technology startup AppMachine, acquiring 40% of the company.[11][12] In August 2015, EIG announced the acquisition of Site5 and Verio Web Hosting from NTT.

It is estimated that EIG gained 86,000+ new subscribers through these acquisitions.[13][14] In November 2015,[15] the company acquired Constant Contact, and days later laid off 15% of their workforce.[16] Also in November 2015, EIG acquired the assets of Ecommerce, LLC for $28 million.[17] This acquisition included a total of 72,000 subscribers from three different hosting brands: IX Web Hosting, Cloud by IX, and Host Excellence.

In August 2018, the firm's CEO and CFO were fined US$8 million for fraud by the SEC for misrepresenting company subscriber numbers.[18] Although now one of the Internet's largest Web hosting providers, the company is structured differently than other large hosting companies such as Rackspace, GoDaddy, or 1&1 Ionos.

The company has grown its hosting and related business through numerous acquisitions.[10][19] The company owns and operates numerous hosting businesses, with shared support information and support agents.

A partial list of these 83 EIG brands include:[20][21] Endurance acquired Ecomdash in October 2019, for $9.6 Million in cash and placed under the Constant Contact group.[48] [49][50]

Conductor (company)

Conductor was founded in 2006 as a marketing services company, and launched its SaaS (Software as a Service) platform, Conductor Searchlight, in 2010.[1][2] The company’s primary product is Conductor Searchlight, a cloud-based SEO & Content Marketing platform.[3][4] Conductor also provides recommended actions for optimizing digital marketing metrics and increasing revenue.[citation needed] On March 6, 2018, it was announced that WeWork would acquire Conductor.[5][6][7][8] On December 12, 2019, it was announced that Conductor was spinning off from WeWork to form an independent employee-owned company, turning its 250+ current employees into co-founders.[9][10][11] In 2016, Conductor introduced Insight Stream, a technology that aggregates multiple marketing technologies such as Deepcrawl, Dragon Metrics, and Google Search Console into one stream.[12] It has since become a foundational part of Conductor’s software platform.[citation needed] Conductor’s charitable arm, the Conductor Foundation, offers free access to the company’s technology and support in the form of a yearly grant to mission-based organizations, with the goal of helping them improve their digital marketing activities.[13][14] Past and present beneficiaries include the 9/11 Memorial, March of Dimes, Teach for America, and the World Wildlife Foundation.[citation needed] Conductor was founded by Jeremy Duboys and Seth Besmertnik in New York City in 2006.[15][16] In 2012 the company ranked at number thirty-eight on the Inc.

500 list of US companies ranked by highest growth percentage, and received $20 million in financing.[17][18] Conductor has been ranked as a best place to work (small/medium-sized category) in the state of New York by the Crain organization for 8 years running.The company added an office in San Francisco in 2014.[19] In February 2015 Conductor raised $27 million in Series D round funding.[20] The CEO of the company is Seth Besmertnik.[21] In March 2018, WeWork announced it would be acquiring Conductor.

[22][23] On December 12, 2019, it was announced that Conductor was spinning off from WeWork to form an independent employee-owned company, turning its 250+ current employees into co-founders.[9][10][11]

Google penalty

A Google penalty is the negative impact on a website's search rankings based on updates to Google's search algorithms or manual review.[dubious – discuss] The penalty can be a by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.

Google penalizes sites for engaging in practices that are against its webmaster guidelines.

These penalties can be the result of a manual review or algorithm updates such as Google Penguin.[1] Google penalties can result in the drop of rankings for every page of a site, for a specific keyword, or for a specific page.

Any drop in rankings brings with it a major drop in traffic for the site.

To find out if a website has been affected by a Google penalty, website owners can use Google Webmaster Tools as well as analyze the timing of their traffic drop with the timing of known Google updates.[2] Google has been updating its algorithm for as long as it has been fighting the manipulation of organic search results.

However, up until May 10, 2012, when Google launched the Google Penguin update, many people wrongly believed that low-quality backlinks would not negatively affect ranks.

While this viewpoint was common, it was not correct, as Google had been applying such link-based penalties[3] for many years, but not made public how the company approached and dealt with what they called "link spam".

Since this time there has been a much wider acknowledgement about the dangers of bad SEO and a forensic analysis of backlinks to ensure there are no harmful links.

Penalties are generally caused by manipulative backlinks that are intended to favor particular companies in the search results; by adding such links companies break Google's terms and conditions.

When Google discovers such links, it imposes penalties to discourage other companies from following this practice and to remove any gains that may have been enjoyed from such links.

Google also penalizes those who took part in the manipulation and helped other companies by linking to them.

These types of companies are often low-quality directories which simply listed a link to a company website with manipulative anchor text for a fee.

Google argues that such pages offer no value to the Internet and are often deindexed as a result.

Such links are often referred to as paid links.

Paid links are simply links that people place on their site for a fee as they believe this will have a positive impact on the search results.

The practice of paid links was very popular prior to the Penguin update when companies believed they could add any types of links with impunity since Google claimed prior that time that they simply ignored such links they detected instead of penalizing websites.

To comply with Google's recent TOS it is imperative to apply the nofollow attribute to paid advertisement links.

Businesses that buy backlinks from low quality sites attract Google penalty.

These are links left in the comments of articles that are impossible to have removed, as this practice became so widespread Google launched a feature to help curb such practices.

The nofollow tag simply tells search engines not to trust such links.

Blog networks are a collection of sometimes thousands of blogs that aim to appear unconnected which then link out to those prepared to pay for such links.

Google have typically targeted blog networks and once detecting them have penalized thousands of sites who gained benefits.

Guest blog posts became popular as a practice following penguin as these were considered 'white hat' techniques for a while.

However, Google has since stated.[4] that they consider these links to be spam.

Google has encouraged companies to reform their bad practices and as a result demand that efforts are taken to remove manipulative links.

Google launched the Disavow tool on 16 October 2012 so that people could report to Google the bad links they had.

The Disavow tool was launched mainly in response to many reports of negative SEO, where companies were being targeted with manipulative links by competitors knowing full well that they would be penalized as a result.[5] There has been some controversy[6] over whether the Disavow tool has any effect when manipulation has taken place over many years.

At the same time, some anecdotal case studies have been presented[7] which suggest that the tool is effective and that former ranking positions can be restored.

Negative SEO started to occur following the Penguin update when it became common knowledge that Google would apply penalties for manipulative links; such practices as negative SEO have caused companies to be diligent in monitoring their backlinks to ensure they are not being targeted by hostile competitors through negative SEO services.[8][9] In the US and UK, these type of activities by competitors attempting to sabotage a website's rankings are considered to be illegal by experts.

[1]

Marketo

Marketo, Inc.

is an American software company, headquartered in San Mateo, California.

Marketo develops and sells marketing automation software for account-based marketing and other marketing services and products including SEO and content creation.[1][2] Marketo supports large enterprises to fast-growing small business across a variety of industries from technology to higher education .[2][3] In 2018, Marketo was purchased by Adobe Inc.[1][4] Phil Fernandez, Jon Miller, and David Morandi, all formerly of Epiphany.[5] sought to help chief marketing officers and their teams be able to demonstrate the return on investment for their marketing programs.

In 2006, they founded Marketo.

Marketo introduced its first product, Marketo Lead Management in 2008 followed by Marketo Sales Insight in 2009 and Marketo Revenue Cycle Analytics in 2010.

On April 2012, Marketo completed its first acquisition by acquiring Crowd Factory, which enabled the company to integrate social media marketing capabilities into its application suite.[6] On November 2012, Marketo introduced LaunchPoint, an app and services network for the “marketing nation” of technology partners and professional service providers.[7] By 2013, Marketo filed for initial public offering and went public on May 17, 2013.[8][9] In December 2013, Marketo acquires Insightera, an Israeli company specializing in website personalization, for $20 million in cash and stock.[10] On June 2016, Vista Equity Partners announced an agreement to acquire Marketo for approximately $1.79 billion, and the acquisition completed in August 2017.[11][12] Steve Lucas was named the new Chief Executive Officer of Marketo in October 2016.[13] In 2017, Marketo was named as a leader in the Gartner Magic Quadrant for CRM Lead Management for the sixth year in a row.[14] In August 2017 Marketo announced that it will move all of its marketing automation software onto Google Cloud Platform as part of a six-year alliance to integrate Google’s tools into Marketo’s products.[15] On September 20, 2018, Adobe Systems announced that it was buying Marketo for $4.75 billion.[16][17]

Search advertising

In Internet marketing, Search advertising is a method of placing online advertisements on web pages that show results from search engine queries.

Through the same search-engine advertising services, ads can also be placed on Web pages with other published content.[1] Search advertisements are targeted to match key search terms (called keywords) entered on search engines.

This targeting ability has contributed to the attractiveness of Search advertising for advertisers.

Consumers will often use a search engine to identify and compare purchasing options immediately before making a purchasing decision.

The opportunity to present consumers with advertisements tailored to their immediate buying interests encourages consumers to click on search ads instead of unpaid search results, which are often less relevant.

For the online user, Sponsored Search Advertisement offers highly relevant search results which are based on the consumer’s own queries and, thus, they are considered less intrusive than banner advertisements or pop-ups advertising.

In addition, Sponsored Search Advertisement reduces online user search costs and increases the accessibility to useful information within a limited time frame.

Consequently, Sponsored Search Advertisement has become an important element of online users browsing and information searching experiences on the Web.

Search advertising is an alternative to SEO and SEM.

Web advertising before 1998 consisted of banner advertisements generally priced by the number of impressions delivered (i.e., Cost-Per-milli (CPM) pricing).

GoTo.com (renamed Overture in 2001, and acquired by Yahoo! in 2003) created the first sponsored search auction, and Google’s first sponsored search auction followed in 2002.[2] Search advertising is sold and delivered on the basis of keywords.

The user of a search engine enters keywords to make queries.

A keyword may consist of more than one word.[3] The user interested in the product or service searches using a specific keyword or search term which lets them interact with advertiser's website.

Search engines conduct running auctions to sell ads according to bids received for keywords and relative relevance of user keywords to ads in the inventory.

The keyword “home mortgage refinancing" is more expensive than one that is in less demand, such as “used bicycle tires.” Profit potential of the keywords also plays into bids for ads that advertisers want displayed when the keywords are searched by the user.

For example, "used book" may be a popular keyword but may have low profit potential and the advertiser bids will reflect that.

Search engines build indexes of Web pages using a Web crawler.

When the publisher of a Web page arranges with a search engine firm to have ads served up on that page, the search engine applies their indexing technology to associate the content of that page with keywords.

Those keywords are then fed into the same auctioning system that is used by advertisers to buy ads on both search engine results pages.

Advertising based on keywords in the surrounding content or context is referred to as Contextual advertising.

This is usually less profitable than Search advertising which is based on user intent expressed through their keywords.[citation needed] Advertisers can choose whether to buy ads on search result pages (Search advertising), published content pages (contextual advertising), or both.

Bids on the same keywords are usually higher in Search advertising than in contextual advertising.[citation needed] In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc.

v.

1-800 Contacts, Inc.

that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword.

In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its Search advertising trademark enforcement practices have unreasonably restrained competition in violation of the FTC Act.

1-800 Contacts has denied all wrongdoing and is scheduled to appear before an FTC administrative law judge in April 2017.[4] Search advertising activities can be measured in five ways: CPM: Cost per thousand viewers was the original method used for pricing online advertisements.

CPM remains the most common method for pricing banner ads.

CTR: Click-through rates measure the number of times an ad is clicked as a percentage of views of the Web page on which the ad appears.

Banner ads have CTRs that are generally 0.5 percent or less.

In comparison, individual search engine ads can have CTRs of 10 percent, even though they appear alongside organic search results and competing paid search advertisements.[5] CPA: Cost per action quantifies costs for completing specified activities such as attracting a new customer or making a sale.

Affiliate networks operate on a CPA basis.

CPA systems function most effectively when sales cycles are short and easily tracked.

Longer sales cycles rely on exposure to multiple types of ads to create brand awareness and purchasing interest before a sale is made.

Longer sales cycles and sales requiring multiple customer contacts can be difficult to track, leading to a reluctance by publishers to participate in CPA programs beyond initial lead generation.

CPC: Cost per click tracks the cost of interacting with a client or potential client.

In traditional marketing, CPC is viewed as a one-way process of reaching target audiences through means such as direct mail, radio ads and television ads.

Search advertising provides opportunities for two-way contacts through web-based chat, Internet-based calls, call-back requests or mailing list sign-ups.

There are some guidelines to establish minimum acceptable counting procedure for clicks.

Each and every click has a life cycle which is known as click referral cycle.

It comprises four stages: Initiated click, Measured click, Received click and Resolved click.[6] TM: Total minutes is a metric being used by Nielsen/NetRatings to measure total time spent on a Web page rather than the number of Web page views.

On July 10, 2007, Nielsen announced that they would be relying on TM as their primary metric for measuring Web page popularity, due to changes in the way Web pages provide content through audio and video streaming and by refreshing the same page without totally reloading it.[7] Page refreshes are one aspect of Rich Internet Applications (RIA).

RIA technologies include AJAX (Asynchronous JavaScript and XML) and Microsoft Silverlight.

Methodological questions regarding the use of total minutes for Search advertising include how to account for Internet users that keep several browser windows open simultaneously, or who simply leave one window open unattended for long periods of time.

Another question involves tracking total minutes on HTML pages that are stateless and do therefore do not generate server-side data on the length of time that they are viewed.[8] Search engine advertisements are purchased on the basis of keywords.

Ad buyers engage in running actions for keywords, with popular keywords costing several dollars per click through.

Search engines use algorithms to determine the position of ads according to click through rates.

Ads with poor click through rates can be pushed down to the bottom of the first page of search results or onto subsequent pages.

Even though advertisers are only paying for click throughs, the algorithms assigning ad positions based on ad popularity provide incentives for optimizing keyword selection and other cost control measures.[9] Without cost control measures, it is possible for ad buyers to spend twenty five to fifty percent of their ad budget ineffectively.[5] Cost control measures can include:

Marketing mix

The term 'Marketing mix' is a foundation model for businesses, historically centered around product, price, place, and promotion (also known as the "4 Ps").

The Marketing mix has been defined as the "set of marketing tools that the firm uses to pursue its marketing objectives in the target market".[1] Thus the Marketing mix refers to four broad levels of marketing decision: product, price, place, and promotion.[2] Marketing practice has been occurring for millennia, but marketing theory emerged in the early twentieth century.

The contemporary Marketing mix, or the 4 Ps, which has become the dominant framework for marketing management decisions, was first published in 1960.[3] In services marketing, an extended Marketing mix is used, typically comprising 7 Ps, made up of the original 4 Ps extended by process, people, and physical evidence.[4] Occasionally service marketers will refer to 8 Ps, comprising these 7 Ps plus performance.[5] In the 1990s, the model of 4 Cs' was introduced as a more customer-driven replacement of the 4 Ps.[6] There are two theories based on 4 Cs: Lauterborn's 4 Cs (consumer, cost, convenience, and communication), and Shimizu's 4 Cs (commodity, cost, channel, and communication).

Given the valuation of customers towards potential product attributes (in any category, e.g.

product, promotion, etc.) and the attributes of the products sold by other companies, the problem of selecting the attributes of a product to maximize the number of customers preferring it is a computationally intractable problem.[7] The correct arrangement of Marketing mix by enterprise marketing managers plays an important role in the success of a company's marketing:[8] The origins of the 4 Ps can be traced to the late 1940s.[9][10] The first known mention of a mix has been attributed to a Professor of Marketing at Harvard University, Prof.

James Culliton.[11] In 1948, Culliton published an article entitled, The Management of Marketing Costs[12] in which Culliton describes marketers as 'mixers of ingredients'.

Some years later, Culliton's colleague, Professor Neil Borden, published a retrospective article detailing the early history of the Marketing mix in which he claims that he was inspired by Culliton's idea of 'mixers', and credits himself with popularising the concept of the 'Marketing mix'.[13] According to Borden's account, he used the term, 'Marketing mix' consistently from the late 1940s.

For instance, he is known to have used the term 'Marketing mix' in his presidential address given to the American Marketing Association in 1953.[14] Although the idea of marketers as 'mixers of ingredients' caught on, marketers could not reach any real consensus about what elements should be included in the mix until the 1960s.[15] The 4 Ps, in its modern form, was first proposed in 1960 by E.

Jerome McCarthy; who presented them within a managerial approach that covered analysis, consumer behavior, market research, market segmentation, and planning.[16] Phillip Kotler, popularised this approach and helped spread the 4 Ps model.[17][1] McCarthy's 4 Ps have been widely adopted by both marketing academics and practitioners.[18] The prospect of extending the Marketing mix first took hold at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important limitations of the 4 Ps model.[19] Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general Marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies.

In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps extended by process, people and physical evidence, as being more applicable for services marketing.[20] Since then there have been a number of different proposals for a service Marketing mix (with various numbers of Ps), most notably the 8 Ps, comprising the 7 Ps above extended by 'performance'[5].

The original Marketing mix, or 4 Ps, as originally proposed by marketer and academic E.

Jerome McCarthy, provides a framework for marketing decision-making.[6] McCarthy's Marketing mix has since become one of the most enduring and widely accepted frameworks in marketing.[21] Table 1: Brief Outline of 4 Ps[6] Products may be tangible (goods) or intangible (services, ideas or experiences).

Price may also refer to the sacrifice consumers are prepared to make to acquire a product (e.g.

time or effort).

Price is the only variable that has implications for revenue.

Price also includes considerations of customer perceived value.

Considers providing convenience for consumer.

May comprise elements such as: advertising, PR, direct marketing and sales promotion.

Product refers to what the business offers for sale and may include products or services.

Product decisions include the "quality, features, benefits, style, design, branding, packaging, services, warranties, guarantees, life cycles, investments and returns".[24] Price refers to decisions surrounding "list pricing, discount pricing, special offer pricing, credit payment or credit terms".

Price refers to the total cost to customer to acquire the product, and may involve both monetary and psychological costs such as the time and effort spent in acquisition.[24] Place is defined as the "direct or indirect channels to market, geographical distribution, territorial coverage, retail outlet, market location, catalogues, inventory, logistics and order fulfilment".

Place refers either to the physical location where a business carries out business or the distribution channels used to reach markets.

Place may refer to a retail outlet, but increasingly refers to virtual stores such as "a mail order catalogue, a telephone call centre or a website".[24] Promotion refers to "the marketing communication used to make the offer known to potential customers and persuade them to investigate it further".[24] Promotion elements include "advertising, public relations, direct selling and sales promotions." By the 1980s, a number of theorists were calling for an expanded and modified framework that would be more useful to service marketers.

The prospect of expanding or modifying the Marketing mix for services was a core discussion topic at the inaugural AMA Conference dedicated to Services Marketing in the early 1980s, and built on earlier theoretical works pointing to many important problems and limitations of the 4 Ps model.[19] Taken collectively, the papers presented at that conference indicate that service marketers were thinking about a revision to the general Marketing mix based on an understanding that services were fundamentally different from products, and therefore required different tools and strategies.

In 1981, Booms and Bitner proposed a model of 7 Ps, comprising the original 4 Ps plus process, people and physical evidence, as being more applicable for services marketing.[20][25] Table 2: Outline of the Modified and Expanded Marketing mix Service personnel who represent the company's values to customers.

Interactions between customers.

Interactions between employees and customers.[27] The space where customers and service personnel interact.

Tangible commodities (e.g.

equipment, furniture) that facilitate service performance.

Artifacts that remind customers of a service performance.[29] People are essential in the marketing of any product or service.

Personnel stand for the service.

In the professional, financial or hospitality service industry, people are not producers, but rather the products themselves.[30] When people are the product, they impact public perception of an organization as much as any tangible consumer goods.

From a marketing management perspective, it is important to ensure that employees represent the company in alignment with broader messaging strategies.[31] This is easier to ensure when people feel as though they have been treated fairly and earn wages sufficient to support their daily lives.

Process refers to a "set of activities that results in delivery of the product benefits".

A process could be a sequential order of tasks that an employee undertakes as a part of their job.

It can represent sequential steps taken by a number of various employees while attempting to complete a task.

Some people are responsible for managing multiple processes at once.

For example, a restaurant manager should monitor the performance of employees, ensuring that processes are followed.

They are also expected to supervise while customers are promptly greeted, seated, fed, and led out so that the next customer can begin this process.[31] Physical evidence refers to the non-human elements of the service encounter, including equipment, furniture and facilities.

It may also refer to the more abstract components of the environment in which the service encounter occurs including interior design, colour schemes and layout.

Some aspects of physical evidence provide lasting proof that the service has occurred, such as souvenirs, mementos, invoices and other livery of artifacts.[30] According to Booms and Bitner's framework, the physical evidence is "the service delivered and any tangible goods that facilitate the performance and communication of the service".[31] Physical evidence is important to customers because the tangible goods are evidence that the seller has (or has not) provided what the customer was expecting.

Robert F.

Lauterborn proposed a 4 Cs classification in 1990.[32] His classification is a more consumer-orientated version of the 4 Ps[33] that attempts to better fit the movement from mass marketing to niche marketing:[32] After Koichi Shimizu proposed a 4 Cs classification in 1973, it was expanded to the 7Cs Compass Model to provide a more complete picture of the nature of marketing in 1979.

The 7Cs Compass Model is a framework of co-marketing (commensal marketing or Symbiotic marketing).

Also the Co-creative marketing of a company and consumers are contained in the co-marketing.

Co-marketing (collaborate marketing) is a marketing practice where two companies cooperate with separate distribution channels, sometimes including profit sharing.

It is frequently confused with co-promotion.

Also commensal (symbiotic) marketing is a marketing on which both corporation and a corporation, a corporation and a consumer, country and a country, human and nature can live.[38][39][40][41][42] (C1) Corporation – The core of 4 Cs is corporation (company and non profit organization).

C-O-S (competitor, organization, stakeholder) within the corporation.

The company has to think of compliance and accountability as important.

The competition in the areas in which the company competes with other firms in its industry.

The 4 elements in the 7Cs Compass Model are: A formal approach to this customer-focused Marketing mix is known as 4 Cs (commodity, cost, channel, communication) in the 7 Cs Compass Model.

The 4 Cs model provides a demand/customer centric version alternative to the well-known 4 Ps supply side model (product, price, place, promotion) of marketing management.[43] The compass of consumers and circumstances (environment) are: EXIBIT:7Cs Compass model(1979) in Japan(Courtesy: © Koichi Shimizu, Japan) These can also be remembered by the cardinal directions marked on a compass.

The 7 Cs Compass Model is a framework in co-marketing (symbiotic marketing).

It has been criticized for being little more than the 4 Ps with different points of emphasis.

In particular, the 7 Cs inclusion of consumers in the Marketing mix is criticized, since they are a target of marketing, while the other elements of the Marketing mix are tactics.

The 7 Cs also include numerous strategies for product development, distribution, and pricing, while assuming that consumers want two-way communications with companies.

An alternative approach has been suggested in a book called 'Service 7' by Australian Author, Peter Bowman.

Bowman suggests a values based approach to service marketing activities.

Bowman suggests implementing seven service marketing principles which include value, business development, reputation, customer service and service design.

Service 7 has been widely distributed within Australia.

Digital Marketing mix is fundamentally the same as Marketing mix, which is an adaptation of Product, Price, Place and Promotion into digital marketing aspect.[44] Digital marketing can be commonly explained as 'Achieving marketing objectives through applying digital technologies'.[45] Product Thanks to the interaction and connection of the Internet, Product has been redefined as 'virtual product' in the digital marketing aspect, which is regarded as the combination of tangibility and intangibility.

Through the form of digital, a product can be directly sent from manufacturers to customers.[46] For example, customers could buy music in the form of an MP3 rather than buy it in the form of a physical CD.

As a result, when a company is making strategy for Internet marketing, it is necessary to understand how to vary their products in the online environment.

Here are some indications of adapt the product element on the Internet.[45] Price Price concerns about the pricing policies or pricing models from a company.

Due to the wide use of the Internet, many applications could be found in both consumer's and producer's perspective.

From consumers' side, the Internet enables people to make a comparison to real-time prices before they make a consumption decision, which is time-saving and effort-saving for the consumers.[47] As for the suppliers, they can adjust prices in the real-time and provide higher degree of price transparency with customers.

Besides, the Internet is more likely to ease the pressure on price because online-producers do not have to put budget on renting a physical store.[45] Hence, making new or adjusting pricing strategies is essential for the company that wants to enter the Internet market.

Pricing strategies and tactics see also: Pricing Place With the application of the Internet, place is playing an increasingly important role in promoting consumption since the Internet and the physical channels become virtual.[44] The major contribution from the Internet to the business is not only making it possible to selling products online, but also enabling companies to build relationships with customers.[48] Furthermore, since the convenience of navigating from one site to another, place from the digital marketing perspective is always linked with promotion, which means retailers often use third-party websites such as Google search engine to guide customers to visit their websites.[45] Promotion Promotion refers to selecting the target markets, locating and integrating various communication tools in the Marketing mix.

Unlike the traditional marketing communication tools, tools in digital marketing aim at engaging audiences by putting advertisements and content on the social media, including display ads, pay-per-click (PPC), search engine optimisation (SEO), influencers etc.[45] When creating online marketing campaigns, Chaffey and Smith suggested that they can be separated into six groups:[49] Automatically selecting the attributes of a product (in any category, i.e.

product, promotion, etc.) to maximize the number of customers preferring the resulting product is a computationally intractable problem.[7] Given some customer profiles (i.e., customers sharing some features such as e.g.

gender, age, income, etc.), the valuations they give to each potential product attribute (e.g.

females aged 35–45 give a 3 out of 5 valuation to "it is green"; males aged 25–35 give 4/5 to "it can be paid in installments"; etc.), the attributes of the products sold by the other producers, and the attributes each producer can give to its products, the problem of deciding the attributes of our product to maximize the number of customers who will prefer it is Poly-APX-complete.

This implies that, under the standard computational assumption, no efficient algorithm can guarantee that the ratio between the number of customers preferring the product returned by the algorithm and the number of customers that would prefer the actual optimal product will always reach some constant, for any constant.

Moreover, the problem of finding a strategy such that, for any strategy of the other producers, our product will always reach some minimum average number of customers over some period of time is an EXPTIME-complete problem, meaning that it cannot be efficiently solved.

However, heuristic (sub-optimal) solutions to these problems can be found by means of genetic algorithms, particle swarm optimization methods, or minimax algorithms.

Radiant Office

Radiant Office (Korean: 자체발광 오피스; RR: Jachebalgwang Opiseu; lit.

Self-Dazzling Office) is a 2017 South Korean television series starring Go Ah-sung and Ha Seok-jin.[1][2][3][4] The series is written by a rookie screenwriter who won the 2016 MBC TV Drama Screenplay Competition in Miniseries category.[5] It aired on MBC from March 15 to May 4, 2017 on Wednesdays and Thursdays at 22:00 (KST) for 16 episodes.[6] Eun Ho-won faces repeat rejections in her job search until despair drives her to attempt suicide.

At the hospital, she learns she might be terminally-ill, but then at the same time, she also finally succeeds in getting hired.

Thinking she has nothing to lose, she tackles her job and life with new perspectives.

Her superior at work, Seo Woo-jin, considers her a pain in the neck.

They become a bickering pair.

Inbound marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.[1] Inbound marketing improves customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.[citation needed] Compared with outbound marketing, inbound reverses the relationship between company and customer.

In fact, while outbound marketing pushes the product through various channels, Inbound marketing creates awareness, attracts new customers with channels like blogs, social media, etc.

Main charecteristics of Inbound marketing: Search engine optimization (SEO) is the practice of utilizing search engine best practices to improve the visibility of a website or a webpage by ranking higher in the search engine results ("SERPS") for keywords relevant to that particular website or webpage.

There are several ways to improve a website or webpage's visibility: Leading search engines use crawlers to find pages for their algorithmic search results.

It is important to ensure that these search engine crawlers (AKA spiders) can successfully crawl a website or webpage in its entirety to fully determine the relevance of that website or webpage for its targeted keywords.

Since some websites have millions of pages associated to them and that need to be indexed, the practice of Technical SEO will help improve a website's ability to get all of those pages indexed by a search engine and thereby improving their prospects of ranking within the search engine results pages.

Search engines utilize contextual relevance or semantic search to determine the relevancy of a website or webpage for a particular set of keywords.

Improving content quality from a readability and relevancy perspective will help sites increase their relevance for a set of keywords and therefore should increase their keyword rankings and visibility within the search engine results page.

Improving Credibility Search engines also determine relevancy based on internal and external links that are found across the internet.

These backlinks will help associate a website or webpage with a particular set of keywords and can help improve the relevancy of this website or webpage for a particular set of keywords.

Search engine marketing (SEM) is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising.

SEM is strictly connected to SEO in regards to pay promotion and get found out in the first search page.[citation needed] There are some methods and metrics to optimize websites: Keyword research and analysis which ensure the site can be indexed in the search engine, finding the more frequently typed words; Presence which means how many times a web page is indexed by search engines and how many backlinks does it get; Back end tools such as Web analytic tools and HTML validators; Whois tools that reveal the owners of various websites and can provide information related to copyright and trademark.

SEM objective is to boost the visibility of a page, it can be done using the so-called "sponsorization".

With the term, "sponsorization" is intended a search engine company charging fees for the inclusion of a website in their results pages.

To work well, Inbound marketing needs a precise process that, if respected, provides a competitive advantage compared with outbound marketing.

The process is composed of four sequential steps: attract, convert, close, and "delight" in order to obtain more visitors on sites, to speed up conversions and finally increase the number of leads and prospects.

One of the most important differences between outbound and Inbound marketing is the fact that "if classical marketing is betting on those people, inbound is betting on that person".

it means that companies using Inbound marketing know better which are the people they are talking with.

They can do it through buyer personas.

The buyer personas are the identikit of our ideal customers.

Only through them can a company know which is their ideal target and which channels they have to use to reach it.[citation needed] "Attract" does not mean attracting random people; companies want to attract the right people at the right time with the right content.

Building a company on the buyer personas, one can define which are the beliefs, pains, hobbies, goals, etc.

of our customer and on their basis, one can create the right contents to attract visitors on one's blog, social, YouTube channel, etc.[citation needed] Evergreen content plays a crucial role in building organic traffic to websites or blogs.[citation needed] After attracting the visitor on their website, for example, a company will be ready to convert him/her into prospect gathering his/her contact information.

Emails are the most valuable information for an inbound marketer.

The inbound marketer wants to attract the right visitor, so they will exchange a tutorial video, an ebook or something valuable for the customer so he/she will be glad to give his/her e-mail in return.

Once the needed information is gathered, it is important to stay in contact with the prospects.

How are prospects transformed into customers? Some helpful tools are: Call-to-actions are very useful to let customer complete an action that we like.

With this powerful tool we can generate a positive cycle that generates value both for our customer and for us.

Generating useful contents and sending it periodically to our prospect we can create awareness but also build trust and make our close-customer be ready to buy something.

Customer-relationship management (CRM) systems track the various steps of customer acquisition.

Taking track of information regarding the customer, partner companies etc.

it is possible to deliver the right message at the right time to the right person.[citation needed] Smarketing is the mix of sales and marketing.

Generally in big companies, they are two separated units but in Inbound marketing, they are usually mixed to have complete and fully understandable information between the two areas.

With closed-loop reports also sales and marketing departments know which is the right time to close a deal with the customer and above all know if the customer is ready to be acquired.

Through the process of nurturing, companies make the customer ready to be acquired.

For example, if the visitor fills a form to download an ebook on a certain site, the company knows that their prospect is interested in the subject treated in the ebook.

After collecting this information, they are ready to "nurture" their future probable customer with a series of emails, videos etc.

connected with the subject he/she is interested in.[citation needed] After attracting the fan, converting him into prospect, and letting him buy something from the company, the company has to keep in touch with their customer, continuing providing good and valuable contents with the hope of doing some upselling.

Crash Landing on You

Crash Landing on You[3] (Korean: 사랑의 불시착; RR: Sarangui Bulsichak; MR: Sarangŭi pulshich'ak; lit.

Love's Emergency Landing) is a South Korean drama directed by Lee Jeong-hyo and featuring Hyun Bin, Son Ye-jin, Kim Jung-hyun, and Seo Ji-hye.

It is about a South Korean woman who accidentally crash-lands in North Korea.

It aired on tvN in South Korea and on Netflix worldwide from December 14, 2019, to February 16, 2020.

It is the highest rated tvN drama and the third-highest-rated Korean drama in cable television history.

Crash Landing on You tells the story of two star crossed lovers, Yoon Se-ri (Son Ye-jin), a South Korean Chaebol heiress, and Ri Jeong-hyeok (Hyun Bin), a member of the North Korean elite and a Captain in the North Korean Special Police Force.

One day while Yoon Se-ri goes for a short paragliding ride in Seoul, South Korea, a sudden tornado knocks her out and blows her off course.

She awakens to find her paraglider had crashed into a tree in a forest in the DMZ in North Korea (an area forbidden for South Koreans).

She then meets Ri Jeong-hyeok and falls into his arms when descending from the tree.

Ri Jeong-hyeok eventually gives Yoon Se-ri shelter, and develops plans to secretly help her return to South Korea.

Over time, they fall in love, despite the divide and dispute between their respective countries.

Her family suppresses the news of her disappearance out of fear that it will depress the stock price of the family-controlled chaebol.

In particular, Se-ri's two brothers, Se-jung and Se-hyung who are rivals, both claiming to be the rightful heir to their father's company.

Just before Se-ri's disappearance, their father had announced that he planned to anoint her as heir because his sons are incompetent.

Her brothers are supported by their equally ambitious wives, Do Hye-Ji (Hwang Woo-seul-hye) and Ko Sang-a (Yoon Ji-min).

Se-ri's and Jeong-hyeok's story is intertwined with that of Seo Dan (Seo Ji-hye) and Gu Seung-jun (Kim Jung-hyun).

Dan is the beautiful daughter of a wealthy North Korean department store owner.

She has been studying cello in Russia for several years but returns so that she can marry Jeong-hyeok, to whom she is engaged through an arranged marriage (and whom she has only met a few times).

As she returns to Pyongyang, she crosses paths, not for the first time, with Gu Seung-jun.

Gu Seung-jun, who had previously been engaged to Se-ri, fled to North Korea (under the protection of corrupt North Korean officers) in order to escape from the pursuit of Se-ri’s brother Se-hyung, under whose incompetent watch he had embezzled large amounts of money.

Although their initial encounters are unpleasant, they eventually fall in love.

The story follows Jeong-hyeok and Se-ri as they try to get her home.

They are impeded by Cho Cheol-gang (Oh Man-seok), an evil State Security officer, who a number of years ago had arranged for the murder of Jeong-hyeok's older brother, an officer who tried to expose him.

The story eventually shifts to Seoul where both comedy and drama ensue for all four main characters, Se-ri’s family, and the arch-villain Cho Cheol-gang.

The premise of Crash Landing on You was inspired by a real event involving South Korean actress, Jung Yang.[2][10] In September 2008, Yang and three others had to be rescued after bad fog had caused their leisure boat to drift "into the maritime boundary between North and South Korea."[11] Park Ji-eun, the drama's screenwriter, was introduced to North Korean defector turned film adviser and writer Kwak Moon-wan, who became part of the drama's writing team.[12][13] Kwak, who studied film directing in Pyongyang and had also been a member of an elite security force protecting the Kims, helped in crafting the drama's plot and in conceptualizing the setting and scenes in the drama portraying North Korean life.[12][13] The production process proved to be "painstakingly meticulous", owing to South Korea's relationship with North Korea where most of the story's plot ensues.[14] The use of the honorific Chairman to refer to North Korea's leaders was avoided, and the North Korean lapel pins used by the cast members taking North Korean roles were one third smaller than their actual size.[15] Props manager Joo Dong-man said the crew did not have a "guidebook on multiple hurdles he had to hop over — skillfully and delicately – to accurately depict the country while dodging criticism" and, thus, had to be careful "not to misrepresent the state".

They worked with guidance from North Koreans living in South Korea and research.[14][2] The first script reading took place on July 31, 2019 in Sangam-dong, Seoul, and filming overseas started at the end of August 2019.[16] North Korean scenes were shot in South Korea and Mongolia.[2] Scenes that took place in Switzerland were shot on location.[2] On Rotten Tomatoes, Crash Landing on You has two (out of two) positive reviews.[17] Variety Magazine named it one of "The Best International Shows on Netflix."[18] Jo Walker of The Guardian's "Stream Team" called it "addictively off-the-wall, heartbreaking and hilarious."[19] Time ranks Crash Landing on You as one of the best Korean dramas to watch on Netflix.[20] Aljazeera has also cited the drama as one of the most recent hallyu’s success.[21] Early in its run, Crash Landing on You was the fourth highest rated Korean cable drama.[22] The final episode's ratings made it the third highest rated Korean drama in cable television history, surpassing fellow tvN dramas Reply 1988 and Guardian: The Lonely and Great God.[23] Crash Landing on You emerged as one of the top shows on Netflix (who owns the distribution rights outside South Korea) and continued to enjoy widespread popularity even after the show has ended.[24] It became a hit in South Korea.

With 1.75 billion online views, Crash Landing on You outperformed the prior leader, Mr.

Sunshine, for most viewed drama clips by 200 million views as of February 17th, 2020.

[25] It was also a hit in Singapore,Indonesia, Malaysia, the Philippines, and Thailand.

A-list celebrities from these countries posted pictures on their social media platforms stating that they are currently binge-watching the drama.

Some even photoshopped themselves on photos with lead stars Hyun Bin and Son Ye-jin.

[26] The drama was also an immense success in China.

The hashtag for the drama’s final episode has received over 460 million views on China’s Twitter-like—Weibo.

The streaming website for the South Korean drama, which holds the copyright in China with Chinese subtitles, crashed on the night it aired the final episode due to the enormous number of users.[27] The drama also became a big hit in Japan reaching number 1 on Netflix.It became viral on the internet with many Japanese celebrities stated that they binge watched the show.

[28] According to Yahoo Japan,the drama attracts a wide range of people.

One of The North Korean scenes where there was a blackout also gives a nostalgic feeling to Japanese people in their 50’s because they were familiar with the power shortage when they were young.

Also, the success of the drama helps revive the hallyu wave in Japan that has been declining for years.

[29] Although the series' depiction of North Korea is fictional, it has received praise "for its portrayal of everyday life in the North, even down to accents and words."[30][31] It also received positive reviews from North Korean defectors.[15][12] A North Korean defector, who had served with the Supreme Guard Command (which protects the ruling Kim family) worked as an adviser for the series, providing the writers with details about life in North Korea as well as North Korean governmental agencies that added credibility to the show.[32] One of the extras (who portrayed a North Korean villager) is a writer and actress from North Korea who states that she felt "like [she] was actually back in a North Korean village."[30] Yun Suk-jin, a professor at Chungnam National University, also notes that the series "changed the stereotypes on North Korea and candidly showed that it too is a place where people live."[30] Sarah A.

Son, Lecturer in Korean Studies at the University of Sheffield also agrees, noting that Crash Landing on You responds to the "socio-cultural divide" between the North and the South, which academic scholarship cites as one of the biggest obstacles to future unification.

Son argues that "through the re-framing of stereotypes, albeit with some creative licence, Crash Landing on You arguably humanises the North for its audience in ways that inter-Korean dialogue has not in recent years.

Despite its soft-focus romanticisation of the political situation, Crash Landing on You brings the pain of the division to a personal level for a generation of Koreans who, unlike their grandparents, have no memory of what it was like to be a single nation."[13] Joanna Elfving-Hwang, associate professor of Korean studies at the University of Western Australia concurs, stating that “North Korea tends to appear in our imagination as the ‘axis of evil’, we think of [negative things like] nuclear weapons and human rights abuses…this drama has dared to think about North Korean people differently and represented them as quite human and quite Korean.”[33] Steve Hung Lok-wai, a Korean affairs expert from Chinese University of Hong Kong states that the drama sidestepped larger political issues through a narrative that did not end with the defection of either character.

Thus, he argues, it's "quite smart because they avoided all the real taboos but made it believable enough where it would make people think about these political problems."[33] John Delury, a professor at Yonsei University, praised the series for its decision to draw parallels between powerful families in both the South and the North, and to humanize North Koreans beyond generic stereotypes.[34] There were also critical responses to the themes of the drama in both regions.

In January 2020, The Christian Liberal Party (CLP) filed a complaint in South Korea against tvN at the Seoul Metropolitan Police Agency, accusing the network of glamorizing North Korea through this series, in violation of the National Security Law.[35][36][37] Then, in March 2020, a few North Korean media outlets criticized unnamed South Korean programs and films that explored relations between North and South Korea.

While Crash Landing on You was not directly mentioned by the media outlets, it was perceived to be among the referenced works.

Another is the 2019 film, Ashfall, although that film was also not directly cited in the articles.[38][39] The success of the drama helped to boost brand items due to product placement.

The lead characters portrayed by Hyun Bin and Son Ye-jin ate Gold Olive Chicken, a product which had a 100% sales improvement due to the show.[2][40] There was also an increase in sales of the Swarovski earrings worn by Son Ye-jin.[41] The following is the official track list of Crash Landing on You: Original Soundtrack.[42][43][44] The tracks with no indicated lyricists and composers are the drama's musical score; the artists indicated for these tracks are the tracks' composers themselves.

In this table, the blue numbers represent the lowest ratings and the red numbers represent the highest ratings.

Extracurricular (TV series)

Extracurricular (Korean: 인간수업; RR: Ingansueop; lit.

Human Class) is a South Korean television series directed by Kim Jin-min, starring Kim Dong-hee, Jung Da-bin, Park Ju-hyun, Nam Yoon-soo, Choi Min-soo, Park Hyuk-kwon and Kim Yeo-jin.

It was released on Netflix on April 29, 2020.[1][2] A top student who runs an illegal business is caught by one of his classmates who starts blackmailing him.

On April 22, 2019, Netflix announced through a press release that it would distribute a new Korean original series entitled Extracurricular and produced by Studio 329, confirming at the same time that the main cast would consist of Kim Dong-hee, Jung Da-bin, Park Joo-hyun, Nam Yoon-soo, Choi Min-soo, Park Hyuk-kwon and Kim Yeo-jin.[3][4] The series is written by Song Ji-na's son Jin Han-sae and directed by Kim Jin-min, whose wife Kim Yeo-jin is starring in the series.[5] Filming, which ended on August 6, 2019, mostly took place in Seoul.[6][7] On April 28, 2020, the press conference was held online due to the coronavirus pandemic, in presence of actors Kim Dong-hee, Jung Da-bin, Park Joo-hyun and Nam Yoon-soo, executive producer (and Studio 329's CEO) Yoon Shin-ae, and director Kim Jin-min.[8] The series being released a few months after the Nth room case opened, director Kim said that "the incident was so shocking that [he] felt frightened.

Extracurricular could become an opportunity to discuss this uncomfortable reality.

As a creator, [he] felt [he] had to deal with the issues of our society with more depth and responsibility."[9] On April 29, some of the cast and crew attended a special one-day class by Professors Kwon Il-yong (South Korea's first profiler), Park Mi-rang (a criminologist) and Seo Min-soo (from the Police Human Resources Development Institute), which was broadcast live on Netflix Korea's YouTube and V Live channels.

They discussed the reality of youth crime in society.[10] On March 19, 2020, Netflix Korea announced through Twitter that the series would be released on April 29.[11] On April 16, the official trailer was released.[12][13] John Serba of Decider said that "Extracurricular is good, funny stuff.

The debut episode's near-miss ending isn't entirely satisfying, but that's not likely to stop you from binging the crap out of this show."[14] The series has also "gained rave reviews for its clear depiction of the struggles of teenage students."[15]

Okja

Okja is a 2017 South Korean-American action-adventure film about a girl who raises a genetically modified superpig.

Directed by Bong Joon-ho and co-written by Bong and Jon Ronson, the film stars an ensemble cast headed by South Korean child actress Ahn Seo-hyun, South Korean actors Byun Hee-bong, Yoon Je-moon, and Choi Woo-shik, and Hollywood actors Tilda Swinton, Paul Dano, Steven Yeun, Lily Collins, Shirley Henderson, Daniel Henshall, Devon Bostick, Giancarlo Esposito, and Jake Gyllenhaal.

The film competed for the Palme d'Or in the main competition section at the 2017 Cannes Film Festival.[4][5] It was released on Netflix on June 28, 2017.

In 2007, self-styled 'environmentalist' Lucy Mirando becomes CEO of the Mirando Corporation, succeeding her twin sister Nancy.

She announces that they have been breeding a special kind of “super pig”.

The twenty-six produced specimens are sent to farmers in different locations around the world, and ten years later, one of them will be crowned the winner of a competition to breed the best pig.

In 2017, a young girl named Mija lives in South Korea with her grandfather and their super pig, Okja.

They are visited by Mirando spokesperson and zoologist Dr.

Johnny Wilcox, who declares Okja the best super pig and announces they will take her to New York City.

Mija's grandfather presents her with a gold pig and explains to her that he saved up money to buy the solid gold item to replace Okja when she was taken away.

Devastated, Mija runs away to Seoul to find Okja, where she sees her as she is being loaded onto a truck.

Mija chases down the truck but it is intercepted by the Animal Liberation Front (ALF).

In the resulting chaos, Mija and Okja run away but are eventually saved by the ALF, led by Jay.

Jay uses another ALF member, K, as a translator to tell Mija that they plan to put a recording device in Okja's ear and let her be re-captured by the Mirando corporation to show how they mistreat their animals.

Mija tells them to return her to the mountains but K tells the group that Mija agrees with their plan.

They abandon her, and Okja is recaptured.

To minimise the PR damage to the company, Lucy pays for Mija to come to New York to be reunited with her pig.

Okja is taken to a laboratory where she is forcibly bred with another super pig and flesh is taken from her for a taste test.

After the ALF sees the footage, K reveals that he lied to the rest of the group about Mija's support of the plan.

Jay beats K, and expels him from the ALF.

In New York City, Mija is forced to agree to the wishes of the Mirando Corporation.

Jay slips into her room and tells her that they plan to rescue Okja while on stage.

A parade is put on by the Mirando Corporation.

Okja, blinded and battered, does not recognize Mija and attacks her.

Jay tries to hurt Okja, but Mija prevents him, calming Okja down.

A video of the mistreatment of Okja is screened by the ALF to the public, who quickly turn on the Mirando Corporation.

Lucy surrenders the company to her twin sister Nancy, who proceeds to call Black Chalk, a private security firm to crack down on ALF members.

Mija and the ALF attempt to escape with Okja but are overpowered by the mercenaries.

Okja is recaptured and the ALF members are arrested, except for Mija and Jay who are rescued by K.

Nancy, having returned to control the company, closes the underground lab, scraps all of Lucy's promotional marketing and starts full-time operations at their slaughterhouse.

Jay and K take Mija to find Okja at the processing plant and find her being forced up a ramp leading into a slaughterhouse.

Mija finds Okja as she is about to be killed and shows the Mirando employee a photograph of herself with a baby Okja which prompts him to stop.

Nancy arrives and Mija offers the golden pig in exchange for Okja's life.

Nancy agrees to the deal and has Jay and K arrested.

As Mija and Okja are escorted away, a pair of superpigs manages to push their newborn through the fence, and Okja hides it within her mouth to take it away.

Back in the countryside, Mija resumes her life with her grandfather, Okja, and the new piglet.

In a post-credits scene, Jay is released from prison and gets on board a bus with K and the other members of the organization.

With their newest member Kim Woo-shik, a former driver for Mirando Corporation, they plan to disrupt a major meeting involving all of the Mirando shareholders.

In October 2015, it was announced that director Bong Joon-ho's next film will feature a South Korean female lead and a cast of English-speaking supporting actors, with filming set in New York.[6] On November 10, 2015 it was picked up by Netflix and Plan B Entertainment with a budget of $50 million, with production starting in late 2016 for release in 2017.[2] Darius Khondji joined the film as cinematographer in February 2016.[7] Bong sought out Welsh author Jon Ronson to help with the script.

Working with a rough draft of the story, Ronson helped develop the English-speaking characters.[8] Principal photography began on April 22, 2016 in Seoul, South Korea.[9][10] It moved to Vancouver, British Columbia, Canada for more filming on July 31, 2016.[11] Director Bong Joon-ho visited a real Colorado slaughterhouse to prepare for the film's own slaughterhouse sequence, an experience that converted Bong and producer Dooho Choi into temporary vegans.[12] Bong has called Okja "a very shy and introverted animal.

It's a unique animal that we've not seen before."[13] Okja had its world premiere at the 2017 Cannes Film Festival on May 18, 2017.[14] During the first few minutes of its screening at its Cannes premiere, the film was met with boos mixed with some applause twice: once when the Netflix logo appeared on the screen and again during a technical glitch which projected the film in an incorrect aspect ratio for its first seven minutes.[15][16][17] The festival later issued an apology to its filmmakers for projecting the film incorrectly.[18] However, despite the initially negative audience response, the film received a four-minute standing ovation at its end.[19] The film was released on Netflix on June 28, 2017.[20] Several independent theatres in South Korea screened the film to much success, with earnings totalling 2.3 billion KRW ($2.1 million USD) from 300,953 tickets sold.[21] On the film review aggregator website Rotten Tomatoes, the film has an approval rating of 87% based on 217 reviews, with a weighted average of 7.54/10.

The website's critical consensus reads, "Okja sees Bong Joon-ho continuing to create defiantly eclectic entertainment – and still hitting more than enough of his narrative targets in the midst of a tricky tonal juggling act."[22] On Metacritic, the film has a weighted average score of 75 out of 100, based on 36 critics, indicating "generally favorable reviews".[23] Okja was named as one of the New York Times's ten most influential films of the decade in November 2019.[24] Critic A.O.

Scott wrote, "Okja is a miracle of imagination and technique, and Okja insists, with abundant mischief and absolute sincerity, that she possesses a soul."[25] During the screening of the film at the 2017 Cannes Film Festival, the opening Netflix title card was booed by the audience, apparently over the controversy of the streaming service's legitimacy in cinema.[26]

Web traffic

Web traffic is the amount of data sent and received by visitors to a website.

This necessarily does not include the traffic generated by bots.

Since the mid-1990s, Web traffic has been the largest portion of Internet traffic.[1] This is determined by the number of visitors and the number of pages they visit.

Sites monitor the incoming and outgoing traffic to see which parts or pages of their site are popular and if there are any apparent trends, such as one specific page being viewed mostly by people in a particular country.

There are many ways to monitor this traffic and the gathered data is used to help structure sites, highlight security problems or indicate a potential lack of bandwidth.

Not all Web traffic is welcomed.

Some companies offer advertising schemes that, in return for increased Web traffic (visitors), pay for screen space on the site.

There is also "fake traffic", which is bot traffic generated by a third party.

This type of traffic can damage a website's reputation, its visibility on Google, and overall domain authority.[citation needed] Sites also often aim to increase their Web traffic through inclusion on search engines and through search engine optimization.

Web analytics is the measurement of the behavior of visitors to a website.

In a commercial context, it especially refers to the measurement of which aspects of the website work towards the business objectives of Internet marketing initiatives; for example, which landing pages encourage people to make a purchase.

Notable vendors of web analytics software and services include Google Analytics, IBM Digital Analytics (formerly Coremetrics) and Adobe Omniture.

Web traffic is measured to see the popularity of websites and individual pages or sections within a site.

This can be done by viewing the traffic statistics found in the web server log file, an automatically generated list of all the pages served.

A hit is generated when any file is served.

The page itself is considered a file, but images are also files, thus a page with 5 images could generate 6 hits (the 5 images and the page itself).

A page view is generated when a visitor requests any page within the website – a visitor will always generate at least one page view (the main page) but could generate many more.

Tracking applications external to the website can record traffic by inserting a small piece of HTML code in every page of the website.[2] Web traffic is also sometimes measured by packet sniffing and thus gaining random samples of traffic data from which to extrapolate information about Web traffic as a whole across total Internet usage.

The following types of information are often collated when monitoring Web traffic: [3] Websites produce traffic rankings and statistics based on those people who access the sites while using their toolbars and other means of online measurements.

The difficulty with this is that it does not look at the complete traffic picture for a site.

Large sites usually hire the services of companies such as the Nielsen NetRatings or Quantcast, but their reports are available only by subscription.

The amount of traffic seen by a website is a measure of its popularity.

By analysing the statistics of visitors it is possible to see shortcomings of the site and look to improve those areas.

It is also possible to increase the popularity of a site and the number of people that visit it.

It is sometimes important to protect some parts of a site by password, allowing only authorized people to visit particular sections or pages.

Some site administrators have chosen to block their page to specific traffic, such as by geographic location.

The re-election campaign site for U.S.

President George W.

Bush (GeorgeWBush.com) was blocked to all internet users outside of the U.S.

on 25 October 2004 after a reported attack on the site.[4] It is also possible to limit access to a web server both based on the number of connections and by the bandwidth expended by each connection.

On Apache HTTP servers, this is accomplished by the limitipconn module and others.

The majority of website traffic is driven by the search engines.

Millions of people use search engines every day to research various topics, buy products, and go about their daily surfing activities.

Search engines use keywords to help users find relevant information, and each of the major search engines has developed a unique algorithm to determine where websites are placed within the search results.

When a user clicks on one of the listings in the search results, they are directed to the corresponding website and data is transferred from the website's server, thus counting the visitors towards the overall flow of traffic to that website.

Search engine optimization (SEO), is the ongoing practice of optimizing a website to help improve its rankings in the search engines.

Several internal and external factors are involved which can help improve a site's listing within the search engines.

The higher a site ranks within the search engines for a particular keyword, the more traffic they will receive.

Web traffic can be increased by placement of a site in search engines and purchase of advertising, including bulk e-mail, pop-up ads, and in-page advertisements.

Web traffic can also be increased by purchasing through Web traffic providers who are experts at delivering targeted traffic, however, buying traffic in the past has seen many websites being penalized on search engines.

Web traffic can be increased not only by attracting more visitors to a site, but also by encouraging individual visitors to "linger" on the site, viewing many pages in a visit.

(see Outbrain for an example of this practice) If a web page is not listed in the first pages of any search, the odds of someone finding it diminishes greatly (especially if there is other competition on the first page).

Very few people go past the first page, and the percentage that go to subsequent pages is substantially lower.

Consequently, getting proper placement on search engines, a practice known as SEO, is as important as the website itself..[citation needed] Too much Web traffic can dramatically slow down or prevent all access to a website.

This is caused by more file requests going to the server than it can handle and may be an intentional attack on the site or simply caused by over-popularity.

Large-scale websites with numerous servers can often cope with the traffic required, and it is more likely that smaller services are affected by traffic overload.

Sudden traffic load may also hang your server or may result in a shutdown of your services.

Denial-of-service attacks (DoS attacks) have forced websites to close after a malicious attack, flooding the site with more requests than it could cope with.

Viruses have also been used to coordinate large-scale distributed denial-of-service attacks.[5] A sudden burst of publicity may accidentally cause a Web traffic overload.

A news item in the media, a quickly propagating email, or a link from a popular site may cause such a boost in visitors (sometimes called a flash crowd or the Slashdot effect).

According to Mozilla since January 2017, more than half of the Web traffic is encrypted with HTTPS.[6][7] According to estimates cited by the Interactive Advertising Bureau in 2014, around one third of Web traffic is generated by Internet bots and malware.[8][9]

Lee Hyeon-seo

Lee Hyeon-seo (Korean: 이현서, born January 1980),[1] best known for her book, The Girl with Seven Names, is a North Korean defector and activist who lives in Seoul, South Korea,[3] where she is a student.

She escaped from North Korea and later guided her family out of North Korea through China and Laos.[4] Hyeon-seo grew up in Hyesan, North Korea.

"When I was young, I thought my country was the best on the planet," Lee explained in her TED talk in February 2013.

"I grew up singing a song called ‘Nothing to Envy’.

I felt very proud.

I thought my life in North Korea was normal, even though when I was seven years old, I saw my first public execution." Her family was not poor, but after the North Korean famine struck in the 1990s, she witnessed much suffering and death.[5] She later recalled a letter her mother received from the sister of a colleague, stating "When you read this, all five family members will not exist in this world, because we haven't eaten for the past two weeks… We are lying on the floor together, and our bodies are so weak we are ready to die." Not long afterwards, Lee "saw another shocking sight outside a train station – a woman was lying on the ground apparently dead, with a starving child in her arms staring at her face." Lee later said, "Nobody helped them, because they were so focused on taking care of themselves and their families."[6] In 1997, Lee crossed the frozen Yalu River alone in collusion with a friendly border guard to fulfill a dream she had before going off to college, only planning to stay a short while before returning.

However, due to complications with the North Korean security police, she had to live with relatives in China as an illegal immigrant.

She managed to buy the identity of a mentally-challenged girl from Heilongjiang, and with it, obtained a passport and driver's license.

At one point, after being accused of being North Korean, she was interrogated by police and tested on her Chinese and her knowledge of China.

Because of her father's insistence she learn Chinese characters as a child, she passed the test.[citation needed] After 10 years of living like a fugitive in China, Lee managed to escape to South Korea.[5] Arriving at Incheon International Airport in January 2008, she entered the immigration office and declared her identity as a North Korean asylum-seeker.

She "was quickly ushered into another room," where officials inspected her papers, asked her if she was actually Chinese, and "informed me that I would be incarcerated for an unspecified period of time and then deported back to China if I was in violation of Korean law.

Moreover, if the Chinese government learned that I was not actually a Chinese citizen, I would be jailed, heavily fined and then deported again: back to North Korea." She asked them to call the National Intelligence Service, which three hours later drove her into downtown Seoul.[7] She studied for the university entrance exam.[5] She was put through an orientation course for life in South Korea, then given a house to live in.

She "started out with mixed feelings of fear and excitement, but settling down turned out to be far more challenging than I had expected.

I realized there was a wide gap between North and South, ranging from educational background to cultural and linguistic differences.

We are a racially homogeneous people on the outside, but inside we have become very different as a result of the 63 years of division."[7] She endured anti-North Korean prejudice and sometimes thought "it would be so much easier to return to China." After "a year of confusion and disorder," however, she "finally managed to find meaning in [her] new life."[7] Lee received word that North Korean police had intercepted money she had sent to her family through a broker and that her mother and brother were "going to be forcibly removed to a desolate location in the countryside."[5] Lee agonized for a while and decided to go back for them, knowing that neither could speak or understand Chinese.

She returned to China, met her family in Changbai, as her brother helped her mother over the border into China.

She then guided them on a 2000-mile trip through China, during which they "were almost caught several times." At one point, when they were stopped and interrogated by a police officer, Lee told him that her family, who could not understand Chinese, were deaf and mute people that she was chaperoning.

He accepted the story and let them pass.[5] At the Lao border, Lee met a broker and paid him to take her mother and brother across and to the South Korean Embassy in Vientiane.

On her way to an airport in China to fly back to South Korea, however, she was informed that her mother and brother "had been caught as they crossed the border." She then traveled to Luang Namtha, Laos, where she paid a bribe and fine.

After a month of ordeals her family members were released.[7] She traveled with them to Vientiane, where her family members were arrested and jailed again, "just a short distance from the South Korean embassy."[5] Lee went back and forth between the immigration office and the National Police Agency for almost 50 days,[7] "desperately trying to get my family out … but I didn't have enough money to pay the bribes.

I lost all hope." To her luck, an English-speaking stranger — identified in her autobiography as an affable Australian named Dick Stolp — asked her: "What's wrong?" She explained, in her broken English, with the use of a dictionary, and "the man went to the ATM and paid the rest of the money for my family and two other North Koreans to get out of jail." When she asked, "Why are you helping me?" he replied, "I'm not helping you… I'm helping the North Korean people." Lee described this as "a symbolic moment in my life," with the man serving as a symbol of "new hope for me and other North Koreans… He showed me that the kindness of strangers and the support of the international community are truly the rays of hope that the North Korean people need."[5] She later said that this encounter marked the moment "when my view of the world changed and I realized there were many good people on this planet.

I also realized how precious life is."[7] Soon she and her family were living in South Korea.[5] In 2011, Lee wrote that she was learning English "to boost my prospects," noting that North Koreans’ "lack of English is a handicap" on the job market.

In China, she had devoted a great deal of time to learn Chinese, but "never thought I would be under this much stress about language in South Korea." She worked part-time and "took accounting classes at different institutes and obtained the certifications needed for work." In 2011, she was "admitted to the Chinese language department of the Hankuk University of Foreign Studies (by special admission).

[She] chose the language as [her] major hoping that [she] would be able to take part in ever increasing trade with China." She noted that she was "working at South Korea’s Ministry of Unification as a student journalist alongside South Korean college students.

[She wrote] articles about the relationship between North and South Korea as well as the possibility for reunification." In addition, she was one of "50 college students who had escaped from North Korea for the ‘English for the Future’ program sponsored by the British Embassy in Seoul, which helps [her] keep up [her] English studies." She was doing volunteer work "out of gratitude for all the aid I have received since I came here and of hope to return the favor to other people in need."[7] As of May 2014, Lee was still studying at the Hankuk University of Foreign Studies and working as a student journalist with the Ministry of Unification.[8] Lee spoke about her experiences at a TED conference in Long Beach, California, in February 2013.[9] The YouTube video of her talk has received over 7.5 million views.[10] In May 2013, Lee appeared on an Australian TV program on which she was reunited with the stranger who had helped her in Vientiane in 2009, Australian Dick Stolp.

"I was really happy," said Lee.

"He says, ‘I’m not a hero,’ but I say he is a modern hero." Stolp said: "You help a small hand and it reaches to other hands and you think, ‘That’s great, that’s good stuff.’…I’m meeting someone who is now doing good things, and inside I can’t help but feel ‘Hey! I helped this lady to go out and change her life.’"[9] She has been interviewed by the BBC, CNN, CBS News, and many other TV and radio outlets around the world.[10] She spoke at the Oslo Freedom Forum in May 2014.[8]

Covario

Covario, Inc.

was an American search marketing agency and technology firm based in San Diego, California.

The company specialized in international search engine marketing services and provided software tools for SEO, paid search, social media marketing, analytics and local search optimization.

Its customer base included technology, consumer electronics, financial services, retail, ecommerce, media, entertainment, publishing, and consumer packaged goods organizations.[1][2][3][4][5] Covario was acquired by the Dentsu Aegis Network in September 2014, and combined with iProspect, the network's performance marketing arm, in early 2015.[6] Covario was founded as "SEMDirector" in 2006 by Dema Zlotin, Curt Nelson and Russ Mann as a spin-out of Zlotin and Nelson's software development consulting firm Silicon Space, Inc.

SEMDirector focused on B2B Search Marketing.[7] [8] The company initially focused on Pay per click (PPC) and Search Engine Optimization (SEO) software analytics.[9] In 2008, the company changed its name to Covario, Inc.

In 2012, the company created two business units: the Covario search marketing agency, and the Rio SEO platform of software tools.

The company hosts a website which includes a blog and search engine marketing resources.

In 2010, Covario acquired Netconcepts of Madison, Wisconsin, a developer of SEO automation software.[10] In 2012, Covario rebranded its SaaS (software-as-a-service)-based software business unit under the Rio SEO name.

In June 2012, Rio SEO acquired Top Local Search, a developer of local search optimization software for national brands and multi-location businesses.[11] In November 2012, Rio SEO acquired Meteor Solutions, developer of social media advertising and analytics software.[11] Until 2014, Covario, Inc.

encompassed the Covario search agency, which provided global SEO/SEM[12] and content marketing services, as well as Rio SEO, which markets and develops SEO automation tools, analytics, and social media software.[13] For three years in a row, Covario was named search agency of the year by OMMA (The Magazine of Online Media, Marketing and Advertising).

The firm was awarded the OMMA search agency of the year award in 2011[14][15][16] and again in 2012 and 2013.[17] In 2012, Rio SEO was named the leader in SEO Automation in the first Forrester review of SEO platforms.[18] On November 6, 2013, Covario Inc.

co-founder and CEO Russ Mann became chairman of the firm, turning over the CEO duties to Mike Gullaksen and Jeff Johnson, formerly co-managing directors.

Gullaksen and Johnson led Covario as co-chief executive officers, along with Claire Long, the company’s chief financial and operating officer.[19] On September 17, 2014, the search and content marketing business of Covario, Inc.

was acquired by Dentsu Aegis (owned by Japanese holding company Dentsu, which transitioned the Covario agency unit into its iProspect performance marketing agency.

However, Rio SEO, a software unit of Covario, remained an independent operating company.[20] Covario’s Rio SEO business unit offers software tools for analyzing and automating search marketing tasks.

Covario received its first SEO patent, granted by the U.S.

Patent and Trademark office, for a "Centralized Web-based Software Solution for Search Engine Optimization."[21] The company's software includes tools for tracking SEO analytics, automating the identification of popular keywords, tracking SEO and website changes and automatically optimizing websites for ecommerce without need for IT resources.

Tools include a suite of local and mobile SEO tools for franchise operators, retailers and other local businesses, and tools for social media marketing promotion.[22] In January 2013, Rio SEO released its SEO Social Media Suite and SEO Social Advertising software, which integrate social advertising solutions into its SEO software.

Covario had over 220 employees internationally[23] with offices in Chicago, London, Beijing, Tokyo, Singapore, Toronto and São Paulo.

Clients included Fortune 500 and Internet 1000 advertisers, including IBM, Intel, Nikon, Sony Pictures and T-Mobile.[24] So far, Covario has raised $21.5 million in venture capital from Voyager Capital, Dubilier & Co.

and FT Ventures.[25] Dentsu Aegis, owned by Japanese holding company Dentsu, agreed on September 17, 2014 to acquire the search and content marketing agency business of Covario, Inc.

Dentsu Aegis plans to transition the Covario agency unit into its iProspect performance marketing agency.[6] Separately, Rio SEO, the software unit of Covario, announced it will remain an independent operating company.[20]

how to solve your tax problems income tax and vat consultant services india

There are many companies which are good in providing the services like the VAT that is value added tax as well as the taxation services.

There are consultants which gives you the benefit of these services and advice you to make the best of the services.

The VAT a tax services can also be provided by 365companies with great help and advanced reference.

financial services help manage money

When it comes to managing money many times it is best left up to the professionals and financial services that are knowledgeable and experienced.

Financial services include a whole range of services, so if you need some form of financial services to help you with your money management, banking, assets, and the like you will certainly be able to find the assistance you need through financial services firms.

The following financial services are just an overview of the different financial services you can choose from and that are offered.

utilizing legal aid services

I have worked in the human services field for years and I am well aware of the fact that most people don't know that there are legal aid services available.

When people need legal advice they can turn to a variety of legal aid services.

Most of the states in the US offer legal aid services to people who cannot afford to pay for lawyers.

In each state there is a different division of legal aid services, they may be located by regions, counties or cities.

It is good to know that legal aid services include many different services.

noida packing and moving services for stress free relocation

Noida packers movers companies also provide services as per the needs and requirements of the clients or customers.

They also provide postal services, courier services, air mail delivery, import and export services, warehousing and storage facilities, car carrier and transportation services, etc.

if you need dvds replicated you should choose dvd replication services

There are numerous reasons as to why you might have to hire a business for dvd duplication services.

This form of service should not be mixed up with dvd replication services.

Many companies offer both of these services, however these two services greatly vary from each other.

dtdc services surat

This article talks about DTDC is India’s largest delivery network and has been in business for the past 25 years.

Then offer Domestic Services, International services, Premium express services, Priority services.DTDC is India’s largest delivery network and has been in business for the past 25 years, with presence in over 10,000 locations including Surat.

If you are living in Surat, you can use DTDC for sending courier within India and internationally as well.

The brand has international presence in 20 countries and joint presence ventures in US, UK, Canada, UAE and many other prominent countries around the globe.

DTDC Surat offers varieties of services to their customer, some of them are given below:Domestic Services: These services comprise of DTDC Lite and DTDC VAS.

Lite entails shipping documents and small parcels within the country, they also have cargo services for bigger parcels.

VAS services are value added services especially for cash on delivery and freight on delivery products.

International services: They have many door-to-door express services where they pick up small or big packages from your door step and deliver it to the destination.

For students planning on sending important documents to universities aboard can avail student express services as well.

Premium express services: This entails DTDC plus services under which delivery is made on a priority basis to all metros and major cities.

One can ship documents and packages up to 10 Kilos, it can also be tracked online using the reference number of the package, it is tamper proof (which ensures complete security) and once your package is delivered a notification is sent to you via email or SMS.

Priority services: This service is best for important documents which have to be shipped on an urgent basis.

It is sent through air or surface modes of transportation, whichever is the fastest, depending on the customer’s requirement.

��

uses of cad drafting services

Saving the cost, having digital designs and improved compatibility with the governmental authorities are some of other advantages of this service.

It is great to have the services of a professional company deals in such services.

Idsketch.com provides the market leading services to its customers for custom CAD drafting services and solutions in a way that has been its hallmark for more than 12 years.

what is accounting and why is it needed for a company

Today, Accounting Services are offered by many companies, but we follow a modernised approach that combines both financial services and technology.

We strive hard in growing our client database by offering on-time delivery of services, quality of services and round the clock services.If you’re venturing into starting a new business, you’re most likely to hear the terms accounting.

Accounting can be a difficult task and a stressful task, especially for start-ups.What is accounting?The process of keeping a record of your business’s financial transactions is termed as accounting.

The process of accounting includes a series of steps like summarizing, analysing and reporting the financial statements to tax collecting agencies.�Accounting is one of the most essential parts of a business.

Accounting is usually done by a professional accountant for a small business entity or by a couple of accountants when it comes to a larger business entity.Why are small business accounting services important?Opinions that are unbiasedWhen you own a start-up, you need opinions that are unbiased to get a clearer futuristic view of your business.

This unbiased opinion can be given to you by external accountants.

They are capable of giving you both positive and negative feedback that will help your business in the near future.�Lowers The Cost Incurred On Your CompanyWhen you outsource your company’s accounting services, you will be saving a lot of your company’s cost.

Outsourcing your accounting services will definitely work out to be cheaper than hiring a full-time accountant.��Cost-Effectiveness�A lot of your company’s operational cost can be saved up when you outsource your company’s accounting services.

This will help in raising funds for your company’s future requirements.�Controlling Risks Associated With FraudOutsourced accounting services will reduce� fraud risks which are bound to happen when you have an internal team taking care of your accounting services.

Professional accountants will ensure to render good quality work and are responsible for the transaction processes.What is the importance of accounting?It is important to keep your financial records updated to ensure smooth functioning of your business.�Helps in evaluating the performance of the business�The financial records give a clear picture of operations as well as the financial position of small business or corporation.

It helps in better understanding the financial status of your business.

Accounting not only helps you maintain a track of your expenses, gross margin and income but also helps in allocating the budget properly by comparing the previous data.�Ensures statutory compliances�Proper accounting will help maintain statutory compliances when it comes to your business.

Liabilities such as GST, income tax, pension funds and others will be properly addressed.�Non-maintenance of books and accounts is an offence punishable by law.

If a company fails to abide by the statutory compliances, the company will be liable to a huge penalty.�Creating a proper budget and future projectionsA businesses financial record plays a crucial role when it comes to budgeting and futuristic projections.

Previous financial data is used to provide the base of business trends.

With proper financial records, it is possible to make business decisions concerning budgetary and the onset of future projects.�Filing financial statementsAccounting plays a critical role while filing financial statements with the Registrar of companies.

Financial statements are required for stock exchange and also for direct and indirect tax filing purposes.�Financial statements build trust in a company.

A company’s financial statements act as a base for investors to decide on whether to invest their hard-earned money in the company.�The balance sheet of a company can have a huge impact on the company.

The value of assets varies from the time they were purchased.

A certain number of revenue earned will be stated by the company.

But how much of that amount is actual cash and how much of it amount receivable should be accurately stated.�ConclusionProper accounting outsourcing services will help you deal better with financial issues.

Accounting requires accuracy and good quality work.

When you decide on outsourcing your accounting services, you’ll find more time to work on the growth opportunities of your business.�At Aavana, we have a team of dedicated professionals who will work with your business’s accounting needs.

You can count on us to render quality services that will best suit your needs.

We also do online accounting services.Get your Startup accounting services & LLP Registration India

hiring a good moving company in noida

Noida packers movers companies also provide services as per the needs and requirements of the clients or customers.

They also provide postal services, courier services, air mail delivery, import and export services, warehousing and storage facilities, etc.

They are very committed towards their services and assist the customers with their services to reduce tension of shifting from them.

day spa different services available

With so many different day spa services available to you, how do you know which one(s) to choose? Taking a few minutes to become familiar with the different services available at the spa will help you make a good decision on your services.

now with comcasts bundled services you reap actual savings

There is a new trend in telemarketing services called bundled services and Comcast is the leader in this trend by providing all of the services that they offer.

Other service providers have grouped together in group marketing schemes to provide what on the outside appears to be bundled services, but after the sale is made you get you still services from several different providers.

make your move trouble free with expert movers and packers noida

Noida packers movers companies also provide services as per the needs and requirements of the clients or customers.

They also provide postal services, courier services, air mail delivery, import and export services, warehousing and storage facilities, car carrier and transportation services, etc.

They are very committed towards their services and assist the customers with their services to reduce tension of shifting from them.

it managed services vs it consulting services know the difference

IT Managed services and IT consulting services are both information technology services and the firms that provide one of them, often also provide the other one.

While both have similar benefits to offer to organizations, there’s a difference in the scope of these services.

This article takes a look at both of them to understand the differences.Information technology (IT) is big today and enterprises from every domain have adopted information technology in order to streamline their business operations and increase productivity and efficiency.

Some of the biggest IT companies today provide an entire range of services to cater to the varied requirements of the enterprises and their distinct business goals and objectives.

So, you have IT consulting, managed support services, managed IT services, software development services, and so on.

Here let us look at two of these services – IT Managed services and IT Consulting services – to understand their differences.What is IT Managed Services?IT Managed Services refer to proactive outsourcing of one or more aspects of a company’s IT infrastructure support and management to a managed service provider.

The service provider is an Information Technology firm with a team of domain experts and is referred to as Managed Service Providers (MSP).

In this model, the enterprise that seeks the services (the client) holds complete ownership of the IT infrastructure being outsourced while the liability of the provider only extends up to providing the managed services.

There is a contract or agreement signed by both parties that defines the criteria and metrics to be adhered to.While most big IT companies have an in-house team that looks into the management of IT infrastructure, small and medium businesses, including startups, cannot afford to have a team of experts working for them.

This makes it difficult for them to keep up with the latest technology updates and security threats.

Often non-IT professionals in the firm are forced to research on management of IT infrastructure, which takes up time and drives the focus away from other aspects of business operations.Common Examples:What is IT Consulting Services?IT Consulting Services refer to the practice of companies seeking the advice of domain experts on different fields of information technology in order to gain insights on making the best use of information technology to achieve their business goals and objectives.

It is also called technology consulting and IT advisory, and basically involves an experts offering advisory or consultancy services to an organization (the client).

The IT consulting industry involves three major types of consultancy providers – IT companies and firms, staffing firms, and independent consultants.With the introduction of new concepts in technology, such as the Cloud, mobility and Big Data changing the business scenario, businesses have to constantly evolve their strategies in order to stay competitive.

However, having an in-house team to strategize on the IT-based work and operations is not viable option for many small and medium businesses, primarily because of the costs involved and also the obvious lack of expertise and domain experts.A client organization can hire the services of a IT consulting firm for different purposes, depending on its requirements.

So, you have some IT consultants providing objective advice, others sharing their expertise and knowledge with the organization’s development team, and still others offering temporary help to crack a complex project successfully.

However, the common goal of the IT consultants is to develop long-term and short-term strategies that help the client organization to drive business growth, and generate new revenue streams.Common IT Consulting Services Examples:Both IT Managed Services and IT Consulting services help organizations achieve the common benefits of cost savings, access to expertise and experience, time to focus on core business issues, and more.

However, the basic difference is that while consulting involves seeking advice and suggestions from providers, managed services are about seeking their involvement in undertaking the project.

comcast now claims greater convenience and savings with bundled services

Bundled services is the latest trend in telecommunications services and it seems that every service provider is jumping on the band wagon.

They are quickly grouping together in collective marketing partnerships that market their services together in combined packages that they call bundled services.

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If you own a little to mid-size business, you will be questioning if you would like to rent an accountancy service supplier for maintaining your books of accounts.�Choose the best one among the Accounting Services Ipswich�who provides above discussed services.�If you own a little to mid-size business, you will be questioning if you would like to rent an accountancy service supplier for maintaining your books of accounts.

Most entrepreneurs are assured of learning any ability associated with running their business.

However is accountancy extremely that simple to learn?Basic understanding of your industry: There are 2 varieties of corporations that cater to accounting and accountancy necessities.

Bound corporations adhere to a selected business like drugs, sports, franchises, salons, restaurants etc.

Such accountancy service corporations solely do accountancy work for the business they focus on.

Whereas there are alternative corporations that aren't restricted to any specific business, however, have shoppers from varied industries.

Whether or not you opt to rent the previous or the latter, make sure that the accountancy services supplier has basic data of your niche.

Whereas the fundamentals of accounting and accountancy are similar, there are some variations in line with the industry, your service supplier ought to bear in mind of such variations.

Hence, select the best one among the Accountant Ipswich�to meet the specific needs which are very much required.The accountancy services company ought to be using the most recent technology: The time once accounting and accountancy was finished is long gone; these days all functions of accountancy are finished the assistance of the most recent pc technologies and applications like Quickbooks, Peachtree, MYOB, Great Plains, alternative Sage product and ERP Systems.

Make sure that the corporate you choose for accountancy services is associate degree knowledgeable in using such technological applications.

Choose the best one among the Accounting Services Ipswich who provides above discussed services.Perceiving of your business necessities: the corporate you rent for accountancy services ought to understand your requirements and so work consequently with you.

An honest accountancy service supplier becomes a partner in an exceedingly tiny business and helps the business by having the foremost updated money data at hand in order that the important image of business money is usually clear.

Your money are impeccable as long as the corporate in question understands your necessities and focuses on obtaining things done the proper approach.

Overall, the best one among the accountancy service Brisbane can give your tiny business several positives.Experience in bookkeeping for small business: Errors in books of accounts of small businesses are terribly pricey and might ring a death knell for the business.

You would like to, therefore, ensure that the corporate in question contains a solid expertise of providing accountancy services, particularly to tiny businesses.

You'll look into their past shoppers and appearance at the dimensions of companies the accountancy service supplier has treated until currently.

This can provide you with a plan relating to the expertise and experience of the corporate and whether or not it's appropriate to rent for your tiny business.When you stumble upon an organization that meets all the above-named criteria, will you be able to rest assured that you simply can rent it for accountancy services.

An honest accountancy service supplier will become associate degree quality to your business and, therefore, you would like to confirm that you simply get the one that suits your business.�

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If you have been experiencing a loss of flow of customers to your business website, then this is a matter of grave concern.

On the internet, this occurrence usually points towards the probability of your business going downhill.

Decreased visitor flow means your website is not figuring in the top search engine results pages that rank businesses.

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Search engine rankings on the internet matter the most when it comes to building customer base for websites.

Business websites hugely depend on the customer flow that comes through the search engines because customers usually find their products using the services of the search engines.

Almost all businesses, whether they are established online or offline, have their presence on the internet via websites of their own.

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Significant internet presence is created by search engines like Google, who rank businesses according to their own laid out rules, regulations, and conditions.

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Customers only click on the sites that are ranked highly as they hardly venture out of the first page containing the top ten listing.

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It really is true that large companies typically invest a lot of dough for their SEO strategies- in spite of everything, these are definitely what drive website visitors to the site as well as their positive online reputation.

Many larger corporations very own unique SEO team solely dedicated website promotion services and developing website seo techniques.

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Affordable Versus Cheap Probably the most significant things to bear in mind about affordable seo services is that 'affordable' shouldn't mean 'cheap.' There is absolutely no rationale why you are unable to have competent and professional Search engine optimization services at budget prices.

Bring about could be to look after the surface of what many search engine marketing companies will offer.

To illustrate, a lot of SEO specialists may will offer dirt-cheap pricing for something they broadly describe as 'seo services.' But what does 'SEO services' mean? Search engine optimisation techniques and services are changing regularly.

As you find a person, do you be offering you ways of maintain your latest developments? Or do you be offering you weak, do-it-yourself techniques that be worthwhile? You ought to be clear about what types of service they supply and just how it will eventually benefit your corporation.

This raises another fundamental component of search engine marketing.

Lots of individuals despair of ever finding affordable seo services and select just to achieve it themselves.

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However these strategies aren't able to drastically supercharge your search engine rank or attract web-site visitors to your website.

SEO is definitely an complicated field, with brand-new developments happening each day.

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Things to consider When searching for affordable search engine optimization services, decide on companies a lot of unique experience in the field of search engine optimization an internet-based reputation management.

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SEO is the process of improving the visibility of a website in the search engine result pages.

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SEO is required for website optimization by every company.

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SEO services help in enabling your website to become more search engine friendly and easier to find when your most important keywords are searched.

Search engines are the important source to bring visitors to your website and so creating strong online presence helps to get found by the visitors.

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A potential customer's visitors your company website before purchasing any products to search online for product information, availability and pricing.

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SEO services can be used to help maximize return on investment, give best services at cheap rates and optimize your website to get maximum exposure.

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Residing in Sydney and finding companies that will provide web design and Best SEO Solutions is an important task for website optimization.

Social media is the popular networking channel to connect to customers and grow your revenue.

Benefits of Good SEO Services Duplicate content must be avoided in the website content to prevent from getting penalized by the search engines.

Update your company website frequently and look for ways to reduce the amount of redundant and duplicate content that is present on their website.

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Improving your site's search engine positioning generates more site traffic, leading to more sales, revenue, and more profit margin.

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