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File names and directory names are also important. Often search engines will give preference to pages that have a keyword in the file name. For instance http://mydomain.com/dog-adopt.html is not as good as http://dog-adopt.net/dog-adopt.html but is certainly better than http://mydomain.com/animal-care.html . The advantage of keywords in file names over keywords in URLs is that they are easier to change, if you decide to move to another niche, for example. http://www.webconfs.com/seo-tutorial/seo-and-keywords.php Keywords – the Most Important Item in SEO

3. Keywords in Special Places a. Keywords in URLs and File Names SEO Tutorial http://www.webconfs.com/seo-tutorial/

More search help : Google search basics - Web Search Help The * , or wildcard, is a little-known feature that can be very powerful. If you include * within a query, it tells Google to try to treat the star as a placeholder for any unknown term(s) and then find the best matches. For example, the search will give you results about many of Google's products (go to next page and next page -- we have many products). The query will give you stories about different votes on different bills. Note that the * operator works only on whole words, not parts of words. The OR operator http://support.google.com/websearch/bin/answer.py?hl=en&answer=136861

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A Brief History Of Paid Search Advertising http://searchengineland.com/a-brief-history-of-paid-search-advertising-33792 It was Google, among others, that finally created a search engine that ranked pages in a way that made sense (read more here about that) and by 2000, search engines in essence became the best starting point for finding web content. Since then, the number of searches has grown dramatically (and steadily) and with the widespread adoption of broadband access, search engines have become utterly vital to our web experience. The first monetization of SERPs began in the mid-90s with a flat-fee directory listing in line with how the Yellow Pages sold their advertising inventory. However, by 2000, with companies such as Overture (purchased by Yahoo in 2003) and Google with its AdWords program, the transparent, auction-based, pay-per-click model we see now in paid search had become the standard. In the early days, any advertiser was willing to pay the most per click would get secure the highest position for their ad on a SERP.