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There are two main methods of web promotion: hot promotion and cold promotion.
Hot web promotion consists in posting of messages and articles that contain links to your website on topical forums and websites, transferring links via different programs and websites designed for online communication (Skype, ICQ, chats, IRC etc). We would like to emphasize, that hot web promotion is not simple spamming. Your task is to tell the people, who are really interested in this topic, about your website. Submitting of links to different social networks (change of status, transfer from one friend to another, creation of a community) has become quite popular lately. The effect from this kind of promotion is short-lived, but its effectiveness has been proved.
Cold web promotion is a method of website promotion which is intended for a long period of time. Cold web promotion is divided into 4 kinds:
- White hat promotion is a kind of website promotion which is acclaimed by the search engines. It includes optimization of the site content, setting off the keywords with HTML tags, optimization of the code, correct writing of the headings and meta tags.
- Gray hat promotion a kind of website promotion that is prohibited by the search engines (though it is not completely prohibited). It includes buying links, mutual links exchange, automatic counters markup, linkators, keywords stuffing (which is sometimes considered black hat promotion), publication of stolen content (parsers, RSS feeds from other websites etc.).
- Orange hat promotion (why orange?!) is a kind of website promotion which is allowed by the search engines. It assumes filling the site with the content which does not suit the main topic of the site. For instance, if your website is devoted to web design, you can add a section which contains funny stories. The main disadvantage of such method is the following: in most cases the visitors attracted by the additional topic will not order web design – they will just read funny stories. But there is always place for “What if?”
- Black hat promotion is a kind of website promotion which is strictly prohibited by the search engines. It consists in using doorway pages – web pages that are created specially for the search engines. Such pages spam the index of a search engines by inserting results for particular phrases with the purpose of sending visitors to a different page. They can be seen by the search engines only – common visitors cannot see them. One more technique of black hat promotion is cloaking. If this technique is used, content presented to the search engine spider is different to that presented to the user's browser. There is a database that contains IP addresses of the search spiders; when a user is identified as a search engine spider according to his IP address, a server-side script delivers a different version of the web page. Black hat promotion techniques also include text hiding (the text has the same color as the background of the website), swapping (the site is promoted into the TOP of the search engine results page, and then the site content is changed abruptly), link spam (non-topical link exchange), creation of the satellite websites (the least black hat technique – the webmaster creates a lot of satellite websites that refer to the main website).
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promotion method,
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website promotion,
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orange hat promotion,
gray hat promotion,
hot promotion,
cold promotion,
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