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If Google’s great innovation was organizing the Web around editorial votes, or links, Yahoo! went in the opposite direction for many years: analyzing the websites themselves and returning search results based around on-page factors. Today, Yahoo! is powered by Bing, and so it puts much more faith in links than it used to. However, Bing’s technology holds onto this page-based legacy in some important ways. Most optimizers appreciate the fact that on-page factors matter to Bing because it makes optimization easier. Google’s system of needing to essentially ask for other websites’ votes is much more difficult than just following best practices when building your site.

Keywords in content: The biggest difference between Bing and Google is their respective emphasis on keywords within the content of the site. I have already discussed the main ways that keywords matter to Google—namely when they appear in anchor text, the meta page title, and the URL. But Google does not care very much about keywords in the content of your site. That’s why, when optimizing for Google, most people just write their keywords whenever they come up naturally in the site’s content. Aiming for a particular “density” of keywords in your overall word count is a relic of the past and can actually have negative effects with Google.

Bing is much more receptive to keywords written within the text of your pages.  Many webmasters report great strides in their Yahoo!/Bing rankings just by using keywords more often. But you might see a bump in your ranking just by leaning a bit more heavily on the keywords you are optimizing for. Playing around with these keywords for maximum effect in this area is a must, especially because Bing is constantly refining its keyword detector. Someday, keywords inside content may matter less than they do. But for now, sprinkle liberally. First-page rankings may blossom.

Meta Page Titles: Another area that Bing seems to care a lot about is the meta page title. You already understand the importance of this bit of code to Google, and it matters at least as much to Bing. Run a search for any popular term on Yahoo! or Bing, and you will notice that most of the first page results will use that exact term in their meta page titles. Google, in contrast, tries to return results whose meta page titles have the same words that the user searched for but not necessarily in the same order. So if you search for best brownie recipe, Google doesn’t differentiate too much between
web pages whose meta page titles are “The Best Darn Brownie Recipe” and “Mom’s Recipe for the Best Brownie Ever” even though neither of those titles contains the exact phrase best brownie recipe. Bing, on the other hand, is more likely to rank a web page at the top if it has that exact phrase in its meta page title.

Meta Description tags: Meta description tags are a factor about which Bing cares a lot more than Google. Meta descriptions are—like meta page titles—text that is written into the code of every web page. They then become the two lines of text that show up underneath the blue underlined heading of every search result. Unlike meta page titles, though, they usually don’t show up anywhere on the web page or browser after you’ve clicked the search result. They exist merely to improve the experience of using the search engine.

Google cares about meta descriptions a small amount. Bing cares about them a good amount more, specifically looking for keywords in the meta description that also appear in the meta page title and on the page itself.

So when you are optimizing for Bing, make sure your page’s meta description includes your keyword at least once and that the same keyword appears in your meta page title.

Headings: Another important on-page factor to Bing is headings. Headings are the text at the top of a page, usually in larger letters, announcing the title or subject of the page. They’re sort of like a meta page title except they’re in the actual content of the page, front and center to visitors. Headings used to provide one of the bases of the early search engines’ algorithms, but as soon as people started manipulating headings so that more traffic would come to their websites from search engines, headings became de-emphasized. Google, for instance, gives headings almost no weight in its algorithm. Bing must not have gotten that memo, though, because it still factors headings into its algorithm quite a bit.

Alt tags: Alt tags are nothing more than little text descriptions of the images on your site. They are a required part of the code because as smart as the search engines are, they are not yet smart enough to look at a picture and identify precisely what it is. If you have ever seen a web page load slowly, you might have noticed a descriptive phrase sitting in the empty box that the picture soon occupies.

Bing shows images in its regular search results as well as, of course, its image search, and relies heavily on the alt tag in its algorithm. Google does the same and also puts a strong emphasis on alt tags. For that reason, I highly recommend that you properly describe all of your images. Searchers click pictures way more than most people realize, and having lots of properly labeled images can bring a ton of traffic to your site.

Outbound links: Outbound links are the opposite of inbound links, or backlinks. Instead of pointing toward your own site, outbound links point out of your site toward other websites. The philosophy behind using outbound linking as a tool for SEO is simple: Acknowledging other authoritative sites is considered good Internet behavior and is the sign of a quality site. Whereas this philosophy is not held by Google in the least, Bing does abide by it.

The practice of liberally linking to other websites is not exactly a crowd favorite among webmasters, who generally want to hold on to visitors at all costs. But many of the same webmasters have found that a few well-targeted links to other sources can help demonstrate mastery of a subject. Also, the Web is very much an open place to explore, and so being too protective of visitors is not a winning strategy. Linking to authoritative sources will not cause a visitor to be lost for life if your site is providing something of genuine value.

Site structure: The final on-page factor that matters to Bing is site structure, or the layout of your pages and the way they are interlinked. This principle is common to all search engines including Google, and if you think about it, how could it not be? A site that is easily crawlable by search engines is usually easily navigated by people as well, and is therefore a good website to present to users in a search. Both Bing and Google favor clean, easy-to-navigate architecture, fast-loading pages, and easy-tofollow links.

Links: Bing actually uses an equation that works like Google’s TrustRank system to determine which sites have earned the credibility of other webmasters. In fact, links are the most important factor in Bing’s algorithm, too, although by not nearly as wide a margin as in Google’s.

Domain age: A final element of SEO that is important to Bing is age. We know by now how important age is to Google, and Bing feels even more strongly about it. Of all the factors that affect a site’s ranking, only links and age cannot be easily controlled by the webmaster, which is why they are so essential to the algorithm.

As with Google, there is no substitute for an old website, and the only way to acquire the credibility that comes with age is to buy an old website, preferably one with lots of inbound links.

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With Googles’ fresh update, retailers and marketers hoping to boost their natural search rankings in the coming months, this new year could be dubbed the Year of Content. The relationship between original, updated and popular content on an e-commerce site, and potentially higher search rankings for a brand, merchant or product page, is hardly unknown.

In 2012, however, is how Google’s'  latest major update to its search algorithm—those mathematical formulas that carry so much weight in digital marketing—is pushing retailers to offer stronger content on their web sites, update that content more often and encourage those in-bound links that signal page quality to the search engine.

With relatively little original content most retailers are scrambling for more, while those web merchants that have long had staffers producing how-to articles, product demonstrations and the like are working toward improvements.

Another Google update called Panda was designed to punish what Google views as low-quality web sites, which includes those with unoriginal content, such as retail sites that rely on the same manufacturer product descriptions that many other e-retailers display. It also sought to downgrade sites that web users seemed to find of little value.

E-commerce site are likely to be downgraded if it fails to attract links from reputable sites, without paying for them. Paid links are worse than no links at all—if a retailer gets caught by Google.

Retailers used  manufacturer-supplied descriptions on its site instead of original content.  Retailers have worked to improve rankings by hiring  copywriters to write original product descriptions that contain keywords that consumers use when searching for products.  They also removed content that caused pages to load relatively slowly—another negative signal that can depress a site’s position in Google organic search ranking.

But now retailers will have to do even more  than they did to protect themselves from demotions in search rankings under Panda. Fresh is meant to help shoppers find the latest product information— and that points to all kinds of content-related improvements for e-commerce sites.  That includes, for instance, a steady stream of new user reviews on product pages. Merchants should rethink both their own product descriptions and also make sure that user reviews are happening whenever possible, especially when they are good reviews. Retailers should continually update content, starting with best-selling products and pages that already rank high in search results.

Google’s fresh update will kick in around April or May, after Google finishes testing the changes. But retailers need to prepare their content efforts now. By studying what consumers search for, along with comments left by consumers via Facebook, e-mails and even phone calls to sales agents.

That old wisdom of search engine optimization hasn’t changed too much with Fresh, but the update, with its emphasis on new content, drives home how important a social media campaign and retailer-produced blogs are for retailers. engages consumers on  Twitter and Facebook, the search engine update will require even  more posting and communication via those social networks. It also underscores the importance of paying attention to Google+, the search engine’s own social network. A strong social presence, one that demonstrates a loyalty among consumers that can translates into links, is another sign of good content, and therefore another way to earn the good graces of Google.

Retailers are on the right SEO track if they are putting more effort into social media. The ‘freshness algorithm’ is Google’s attempt to continue to provide more relevant, real-time results for search queries, further highlighting the need for marketers to accelerate their focus on integrating SEO and social marketing practices to ensure pertinent, up-todate content is accessible to Google. Retailers can maximize the impact of their content by making sure they have the “social
share” buttons embedded on their sites, enabling consumers to pass on appealing content to friends and other shoppers on social networks, which also encourages links and builds credibility.

Retailers and marketers are increasingly using a variation of this mantra as both social networks and updated content assume more importance within e-commerce: SEO is social media, and vice versa.

Besides participation in social networks, retailers hoping to keep ahead of Google’s changes will want to invest in such marketing services as price optimization—technology that can help a retailer better compete with competitors’ off ers—and display ads based on consumers’ behavior.

Whatever the effects of the algorithm change over the next few months, retailers hoping to keep up or improve their rankings should embrace another concept besides fresh—speed.  That means getting fresh content onto a site quickly.

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Launch big google adwords campaigns with ad groups. It’s Google’s way of dividing your Adwords campaigns into discrete, manageable chunks. With ad groups, you can deploy a single ad for any number of keywords, including dozens or hundreds at a time. Separating your keywords into sets is the only reasonable way to make sense of your campaign’s results as a whole while keeping an eye on how individual keywords are performing.

With the Adwords Keyword Suggestion Tool has noticed that keywords tend to divide themselves into natural cliques, as it were. If you sell shaving supplies, a keyword list could include the terms shaving supplies, find shaving supplies, buy shaving supplies, and where to get shaving supplies. Further down the list you might see another set of keywords that share a different theme, such as learn to shave, shaving tips, and how to shave. These groups of keywords belong together and do not warrant separate marketing strategies within each group. That is where ad groups come into play. An ad group page on the Google AdWords website, displaying all the individual keywords within the ad group.

Ad groups let you focus on the intent of users, or the reason they are typing in the search. Grouping keywords by the intent of the searcher allows you to focus on ads that make the most sense for each group. Using the shaving keywords mentioned earlier as an example, you could create one ad group campaign for the people who are just looking for supplies by emphasizing your wide variety and sterling inventory. For the people who want to learn how to shave, you could make an entirely different ad group campaign that emphasizes your shaving manuals and vast array of handsome starter kits. Ad groups let you create a customized ad for every common intention for your product or service and to create landing pages that cater specifically to those needs.

When you throw a lot of keywords into a single group, it might not be immediately clear which ones are really driving the traffic and which ones are dead weight. More importantly, if you have too many keywords in one group, Google lowers your Quality Score, penalizing you for the extremely highimpression volume of your campaigns. Google loves specificity, and the same holds true in the design and deployment of ad groups. This is why most people recommend capping each group at a couple dozen keywords. Too many terms, and your group will lose its focus, and with it, its Quality Score.

Conducting split tests is one way to refine your ad groups and make sure they perform well. A split test is basically an experiment in which you isolate different factors in an ad group—such as keywords, match types, landing pages, or ad
language—and see what performs best. For instance, you could split one ad group into two smaller ad groups and see which performs better, or you could make separate landing pages for two identical ad groups and see which page results in more conversions.

Instead of having one big list of keywords and making custom ads for each one, ad groups let you take all the similar search terms and treat them as a single keyword with one unifying landing page.

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Lets take a look at what Google’s Future Innovations could be. Improved Image search: Google’s image search is already a popular product, streamlining the search results into a huge, borderless collection of images and speeding up indexing of images to lightning levels. It has also changed the display of a clicked-on image so that the site it comes from is more visible in the background than it used to be. This change to the user interface has brought webmasters who feature lots of images on their sites a greater click-through to the actual site. In the future, Google might make images a greater part of the search experience, following in Bing’s footsteps by featuring lots of beautiful, visual content. Google will have better filters so that you can search in a much more specific way. Google already has a little-known way of searching for images of faces only. (Simply add &imgtype=face to the URL after performing an image search.), extending this functionality to other categories such as living things (for example, plants only) and materials (for instance, wood only).

In-Video search: in-video search to Google Books, an extremely ambitious project that lets you search the text of
millions of offline books that Google has scanned. Like Google Books, video is an area that was hitherto unsearchable because there was no way to know what was inside a video without actually watching it. However, the technology to search videos has existed for a while now, and it is only a matter of time until Google releases an in-video search feature. Not only are the words of a video interesting to search through, but also the sound effects and music. Google currently employs song recognition in YouTube to prevent copyright violators but hasn’t given the public access to this tool.

Social Comments on search results:What was missing was the ability for friends (or at least trusted connections) to comment on the search results. Google’s main search product will undergo more and more personalization in the future.

Natural Language search: Typing keywords into a search box is something we all had to get used to. But technology seems to be going in the direction of making our lives more intuitive, hence the rise of touch screens and video games that respond to the motions of your body. Most people would agree that it would be great if your search engine understood you better. This is the sentiment behind natural language search, which attempts to return meaningful results in response to queries such as “What is the second fastest animal in the world?” Google wouldn’t do too well with that one because it would just register what / second / fastest / animal / world and return results about the cheetah, that mention how many seconds it takes for it to accelerate from 0 to 60 miles per hour. Technologists have been focused on natural language search for many years, and it is all but a certainty that it will make its debut on Google in the coming decade.

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The meta page title is the second most important factor in all of SEO (search engine optimization). When your website was first created, whoever was programming it had to fill in a section of the coding called the meta page title.

The reason this primitive bit of information matters so much is because search engines have, for a while now, considered the meta page title to be the one true description of a website. The meta page title is like the headline of a newspaper story or the front cover of a book. It encapsulates a web page in about 15 words or fewer.

Google’s decision to make it such a huge factor in ranking websites is pretty arbitrary. They could have made the meta description title, the meta keywords, or any other section of the website code the defining attributes of a website. But because they decided that this area matters so much, we are compelled to pay attention to it, too.

The meta page title is that code at the very top of your internet browser, above the address bar. The only other place you will encounter meta page titles as a normal internet user is when you are looking at search engine results. Those blue underlined headings on the first line of every Google result are simply a direct copy of each site’s meta page title. Google also uses a site’s meta page title as the heading for its search results.

When creating a meta page title, you need to know only the following three things:

–Keep it to a maximum of 100 characters, although Google will show only 65 or so.

–It needs to summarize what your site is about in a simple way for the sake of visitors but also contain keywords so that  Google knows which terms your website should rank for.

–After you’ve finished formulating it, make this sentence the meta page title of my site’s home page.

Effectiveness of Meta Page Titles: The key to a really effective meta page title is including all your most valuable keywords in a human-friendly and Google-friendly way. Lets assume that for a website to show up at the top of Google whenever someone is looking for a criminal lawyer in Mumbai. After doing  research, it was realized that all keyword phrases contain the words lawyer, attorney, Mumbai, criminal, and defense. In other words, if you combine these words in different ways, you will end up with the various keywords that people type in when they are looking for a criminal
lawyer in Mumbai. For the website to rank high for searches related to criminal law representation in two areas outside of Mumbai: Pune,  and Goa. Add those three city names to the list of words that a potential client might enter into Google
and it could be  more than 20 different keywords. That’s a lot of keywords to stuff into a 100-character title.

Earlier keywords would be placed in order of importance, in the meta page title tag.

Mumbai criminal lawyer,Mumbai criminal attorney, Mumbai criminal defense attorney,
Mumbai lawyer, lawyer in Pune,Goa

That type of meta page title is not only unfriendly to visitors, but would probably get your site labeled as spam and dropped to the bottom of the results. The main thing that this meta page title lacks—other than adherence to the character limit—is the fact that Google can read words in any order as long as they are written one time. With that rule in mind, here is a perfect meta page title, the Mumbai criminal lawyer:

Mumbai Criminal Lawyer | Defense Attorney in Pune and Goa

This meta page title incorporates all the words to rank for, and Google doesn’t care about word order. This means that if someone types into Google Pune defense lawyer, Google will consider website an ideal match. Same with criminal defense attorney Mumabi or any other permutation of the words in his site’s meta page title.

So far I’ve been focusing on just your home page meta page title. But nowadays, especially with Google’s newest algorithm updates, it is important to get many pages of your site, not just your home page, to rank. This means you should be specifically concerned with the meta page titles on all the pages of your website, not just your home page. ave a specific page that focuses just on criminal defense in Goa, and the meta page title of that page could be “Goa Criminal Defense Lawyer | Attorney in Goa.” Creating separate pages, all with unique meta page titles for every keyword, is a good idea because it gives visitors a page that specifically suits their search, whatever it may be. It also gives Google lots of opportunities to rank your website’s pages for niche keywords.

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Comparison shopping engines have been around about as long as the Internet itself. Most of the current comparison shopping engines accept product feeds from online retailers and allow users to search and sort these lists by various criteria. A product feed is a file, typically in a CSV or Excel format, that contains information about the products listed on your site. Some of the most popular engines today are Shopping.com, Shopzilla and PriceGrabber. Also, some search engines have added a separate vertical to their engines that allows shoppers to only search products; Google’s is named Base, located at base.google.com. The pricing structure allows retailers to submit and list products for free and then charge advertisers either by the click or by taking a commission of every sale made through the engine.

The first thing you should do to optimize your product list for comparison engines is to fill in every product attribute that you can. Most shopping engines provide you with these attributes when you download their product feed template. By filling out all the fields provided you increase your click-to-purchase ratio. You should also optimize your product list by removing low inventory items and products with poor sales. Not all comparison engines provide product feed templates. For example, Google Base only provides a list of attributes to include in your product feed file. Also, note that although you submit your products through Google Base, shoppers use Google Product Search to view your products.

Be sure to investigate the categories that the comparison engine uses to organize its site, and make an effort to filter your products into these categories. The easier your products are for the engine to organize and the customer to find, the more sales you can achieve.

You should have proper tracking in place so that you can evaluate the success or failure of your comparison shopping campaigns. Make sure that the information in your product feed is always up-to-date. Out-of-date product feeds are one of the primary reasons why some merchants fail with comparison shopping. Lastly, make sure that you have at least 50 words or more of text to describe each of your products. You can provide both a short and long description of each product in your feed; tailor your descriptions to the unique file specifications of each comparison engine.

Some comparison engines have paid placement pricing models that allow merchants to bid for priority in the search results rather than the product results being sorted exclusively by relevance or price. In this way, you can influence whether your products show up first or third when a user types in a keyword that relates to multiple Web sites.

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Inbound Links from Other Sites can help a website move up in natural search rankings. But if the search engines conclude that your website is  stockpiling links solely to move up in search results, your website may be penalized and see the  site virtually disappear from search engine pages.

Links had evidently been purchased solely to enhance search engine rankings, in violation of Google’s rule against buying links in order to manipulate search results. Google typically gives more credit to links from educational sites with .edu domains because they are deemed to be more objective than commercial sites.

Only Google’s own Webspam team knows exactly what search engine optimization tactics raise red flags, but certain SEO practices are known to be risky.

Manipulated anchor text in inbound links: Search engines can easily identify inbound links that contain manipulated anchor text, the highlighted word or phrase in web content that someone clicks to get more information. A
classic example of this violation occurs after you identify a specific keyword phrase or group of phrases that command high search volume, and then you attempt to own these phrases by purchasing many identical links that use the exact words in the targeted phrases.

When search engines see unnatural repetition of precise keywords within the text of these links, originating from hundreds or thousands of sites, they may deem this to be an indicator of manipulated anchor text.

Links from irrelevant sites: Relevance is one of the most important aspects of any link portfolio. Just as search engines evaluate each site in terms of its relevance to particular search terms, so, too, do they evaluate sites linking to that website. If the linking sites tend to be relevant to the website and the products it sells, this provides a greater boost than links from irrelevant sites.

However, garnering many links from sites that have little or nothing to do with your site content not only provides little benefit, it can be seen by search engines as an indication of unsavory SEO practices and lead to penalties.

Links from unrelated foreign sites: Links from sites based in countries where a you do not do business can also raise a red flag. If you do not sell in Russia and China, Google may look askance at links from sites using the domains .ru
(Russia) and .cn (China). Though these links can occur naturally, and are not under a retailer’s control, the rapid acquisition of many such links may suggest intentional link manipulation and trigger penalties.

Link Spam: Each inbound link your website can be evaluated for the contextual relevance of the linking source page. But if that source page also links to a number of other unrelated sites—most likely taking payment for that link spam—it can raise a red flag and get labeled by search engines as an undesirable inbound link for your site.

Links from bad neighborhoods: your site can be evaluated for links from sites with low PageRank scores and or questionable incoming link portfolios. Google prefer sites to avoid links to web spammers or ‘bad neighborhoods’ on the web, as your own ranking may be affected adversely by those links.

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It might be helpful to explore using aging factors to help determine the value of a web page’s links. Because age plays a role in the amount of trust Google gives a website, we know that the age of a website relates to the value a link from that site gives. You should always use the  whois lookup to check the age of each website you are considering approaching about a link.

Although it might seem that the most valuable sites are the oldest ones according to the whois database, keep in mind that it is not the age of the domain that confers TrustRank, but the age of the website that sits on top of the domain. So if you see that a domain was registered in 1994, don’t drop everything to gain a link on that site because it is possible that the domain was parked for 10 years before a website was built. Even if a website was built right from the start, if the website was later taken down and the domain was parked for any substantial period of time, Google will have perceived that the domain was transferred to a new owner and reset whatever TrustRank it earned in the past. So before giving a site credit for being well aged, you should ask, “Has a website been continuously running on this domain since it was registered?” And note that if a website has in fact been running, uninterrupted, for many years, it retains its TrustRank no matter how many redesigns of the site occurred; Google expects that. Google resets the TrustRank of a website only if the domain has been parked.

Let’s suppose a site has been online continuously for a few years. Does this make it instantly link-worthy?  A site with links is eons more trusted than a site without links, no matter how old it is. So for a site to be truly valuable as a linker to your site, it must also have a bunch of links that have been pointing to it for a long time.

If you really want to be thorough, you can attempt to determine the age of a website’s links before requesting a link to your site. There are various clues you can search for that will each increase the chances that the link is from a certain date.

(A) First, you need to identify pages containing links you want to investigate.
Second, look for clues on those pages as to the age of the relevant
links.

(B) The following are the two best ways to find links to the page you are
investigating:

-Googling its URL—Googling the URL of the web page enables you to see what other pages reference it. Assume you are interested in the age of the links to http://www.pets.com/puppies/. Googling this URL brings up the page http://42explore.com/pets.htm. This page features pets.com and contains a link to http://www.pets.com/pupies/. At the bottom it states, “Updated, 06/01.” So we can assume this link is 10 years old. Are we certain this link was not added later? Of course not. But based on the statement at the bottom of the page and the lack of any evidence to the contrary, it would be a reasonable guess. If other pages that reference http://www.pets.com/puppies/   display similar  circumstances, we could guess that at least some of those links really are quite old.

-Using Yahoo’s linkdomain operator—You can use the linkdomain operator to locate other pages that link to the page in which you are interested. Assume we are interested in investigating the home page of http://www.studios.com. Typing linkdomain:www.studios.com into Yahoo’s search bar shows many pages that link to http://www.studios.com. One of those pages is http://www.pets.com/Jobs/CommercialTrainersWanted.htm. This page contains paragraphs that each begin with a date. The paragraph discussing http://www.studios.com is clearly labeled July 10, 2004. Therefore, it can reasonably be assumed that this link is at least seven years old. As with Googling a URL, there is no guarantee that this date was not inserted later, but taken along with other similar pages, it is good evidence that this site has well-aged links.

(C)Look for clues on a linking page as to the age of its links. There is no single silver bullet here. The better a detective you are, the more evidence you will discover about the age of the links on a page.

–Is the link contained within the text of an article that has a date somewhere on the page.

–Is the link contained on a blog page that is categorized by date, either on the page or in the URL of the page itself.

–Is the link contained on a page that allows comments with dates on them.

–Does the page have a PageRank of 3 or higher?

–Is there a date in the URL of the page itself.

–Are there any dates on the page at all that could lead to useful assumptions

–Is there any reference on the page to any current events that can be traced back to a certain point in time?

If none of those methods work for you, it is also possible, although tedious, to use archive.org to determine when a site added the link in question. There you can look through archives of a webpage to pinpoint exactly when the new link appeared.

If you’re just looking for the quickest way to determine whether a site has a good number of old links but you don’t want to spend a lot of time on it, use Google’s “link” command. Just go to Google.com and type link:example.com into the search box. If you see web pages from at least, say, 10 different domains listed, the site has a substantial link history. If you are buying a multi-thousand-dollar site, you’ll want to see approximately 40 or more distinct domains linking to the site.

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Targeting different markets offline requires separate strategies such as distinct branding and packaging, targeting different online markets requires distinct Search Engine Optimization (SEO) strategies for each market, you can call it international SEO.

Faces of Google search: Google geo targets search results at two levels. First, country specific portals such as Google.ca and Google.co.uk, serve as the default for users from a specific country, and return search results that are localized and tailored for their respective countries.

Then, there is Google.com within the US and Google.com abroad. Example, if you are in Canada and go to Google.com, that doesn’t  mean you will get “US”  or  “international” or “objective” search results. Rather, you will, get results that blend results from Canada and abroad.

International rankings: How foes Google decide what to include in its different search engines? Their are four main factors.

(1)Site domain: TLD vs ccTLD-  Simply put, a TLD is the extension that appears at the end of your domain name such as .com, .org etc. The more relevant your TLD is to a geographic market, the more likely your site is to rank on searches for that country.

First, there are general TLDs. These are better for ranking internationally, and include extensions such as .com, .org, .net, .edu etc,

Then there are country code TLDs (ccTLD), which are better for ranking within a specific country. Examples for ccTLDs are  .ca for Canada, .co.uk for UK and .de for Germany.

(2)Site IP address:  Search engines also consider the IP address of a site. Essentially every website is hosted on a web server, and every server has an IP address. The IP address indicates which country the server is located in. So if you want a site to rank well within a certain country, you should host that site on a server in that country.

(3)Onsite content:  The  reason “content is king” is SEO. If you are targeting different markets, you will need page titles, meta descriptions and page copy (product descriptions) that reflect the different vocabularies and languages your targeting.

(4)Backlink profile:  Targeted backlinks from relevant and related sites are a fundamental part of SEO. The more backlinks you have from related sites, the better your site will rank overall. Google also looks TLD, IP address and the onsite content of the sites linking back to yours.  Getting a backlink from a .co.uk site that is hosted in the UK will boost your rankings in the UK more than a link from .com that is hosted in the US. So the big part of ranking in a certain country is getting links from other sites that are relevant to that country.

(5)SEO with borders: You should not invest more SEO resources  into targeting a market than that market is worth. If a specific market doesn’t yield  sufficient sales to warrant investing in and maintaining a separate site, you might opt for  country specific subdomains (uk.domain.com), which offer reasonable trade-offs, or subdirectories (domain.com/uk), which are least optimal.

If you are targeting multiple markets, you will probably end up having country specific sites  for some but not others depending on the ROI it yields.

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Apart from Google, Twitter and Facebook there are other useful Search services to capture conversation. Though Facebook is the largest social networking site, its in-site search may not be the best way to see such data.

Youropenbook.org: is a simple to search and you can see what others are searching for.  It has the unique ability to search Facebook  for male and female Facebookers and is useful if you need to search on gender.

Facepinch.com: Can view the most recent searches if you need to know what’s happening at present. Its is also possible to browse recently updated profile pictures of facebook users’ names and thumbnails. You can select specific countries if you are interested in a particular geographical area. Lets you view hot trending topics and see what is being sought on Facebook with the top 100 popular search list. You can search Facebook’s 500 million network or Twitter’s network instead.

Booshaka.com: Can have  real-time look at what is trending on facebook based on open search keywords or using a specific topic. You can select from main topics like news, music, sports, politics, fashion or movies provides a stream of updates from recent accounts. Displays number of  ”likes’ and comments a Facebook post has received and narrow down the results by what’s trending and what’s popular.

Kurrently.com: is a dedicated search engine for Facebook and Twitter, but you can narrow down to see results from one service or the other. The search results continue to refresh after after you’ve looked up a word or phrase.