The main objective of any search engine marketer is to make a web-page or a whole site rank higher in search engine results. This is normally done by three means:

- By writing more content-rich quality pages.

- By tweaking the content of the web pages themselves (including keywords in the title-field, in the headline etc. etc. - see our tutorial for more details).

- By getting more relevant inbound links to the pages in question.

Success is then measured as higher rankings and more visits caused by those search engine results.

But this does not give you the whole explanation for why some web sites succeed, while others fail.

Parts of the explanation is found in what Pandia calls search engine marketing spillovers.

Get the full story at Pandia