Ecommerce Digital Marketing Langley

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SEO copywriting

Building on the insights gained from AI and machine learning, mobile optimization ensures that your Ecommerce Digital Marketing Langley business connects effectively with customers no matter where they are. Learn more about Ecommerce Digital Marketing Langley here You'll find that data-driven insights help you understand customer behavior, preferences, and engagement levels. Building on the innovative use of technology at Small World Marketing, it's clear that digital marketing thrives on customization. In just six months, her revenue doubled thanks to precise audience targeting and engaging content. As digital marketing evolves, Ecommerce Digital Marketing Langley businesses must stay ahead by embracing future trends that promise to reshape the industry.
You're now equipped to automate responses in real-time, enhancing engagement without constant oversight. It's your first impression-make it count! Don't overlook the importance of engagement metrics, such as time on site and pages per visit, which indicate the quality of your content and its relevance to your audience. Learn more about AI-Driven Digital Marketing in Langley here. Then, you're in the loop as they craft a mix of SEO, content marketing, and paid ads, all fine-tuned to drive your brand's visibility and engagement.
You've seen an uptick in local companies harnessing social media platforms, SEO, and email marketing to engage more directly with customers. Although Small World Marketing champions local businesses, they skillfully use regional knowledge to tap into global markets.

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They're powered by AI and can handle a range of queries without breaking a sweat. Lastly, analyze your website's performance using analytics tools.
Local businesses are rapidly adopting AI tools that personalize customer interactions and optimize marketing campaigns. This means you're crafting websites and apps that load quickly and look great on smartphones and tablets. What marketing tasks are the most time-consuming? This isn't by chance; it's AI meticulously analyzing your data to predict what catches your eye.

Don't forget the power of a compelling subject line. This isn't just about getting your brand online; it's about making it thrive amidst fierce competition. AI-driven analytics also enable real-time adjustments to your campaigns, ensuring you're always hitting the mark. You've seen how these AI-driven methods aren't just effective; they transform businesses, making marketing efforts not only smarter but significantly more effective.

Once you've established a connection with Small World Marketing, the next step is to tailor a digital marketing plan that aligns perfectly with your business objectives. At Small World Marketing, the integration of AI tools and technologies streamlines their digital marketing strategies. Start by segmenting your audience based on their behaviors and preferences.

You'll find that their approach isn't just about promoting products, but rather, it's about storytelling that resonates universally. This deep dive allows them to tailor strategies that resonate specifically with your prospects. Take time to read reviews, watch demos, and perhaps even trial a few systems.

Encourage questions and foster an environment where trial and error is seen as part of the learning curve.

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You'll find these tools can analyze vast amounts of data quickly, offering insights that were previously unattainable. Imagine the impact of such tailored strategies on your business growth.

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Technical SEO Services Langley

Entity Name Description Source
Digital marketing Strategies and techniques used to promote products or services online. Source
Search engine optimization The process of improving a website's visibility on search engines. Source
Search engine marketing Marketing strategies aimed at increasing a website's visibility in search engines through paid ads. Source
Local search (optimization) SEO practices focused on improving visibility for local searches. Source
Google A global technology company specializing in Internet-related services and products. Source
Google Maps A web mapping service developed by Google. Source
Audit An examination of records or financial accounts to verify accuracy. Source
Google Search Console A web service by Google that allows webmasters to check indexing status and optimize visibility. Source
Website audit The process of evaluating a website's performance, structure, and SEO. Source
Anchor text The visible, clickable text in a hyperlink. Source
Sitemaps Files that help search engines understand the structure of a website. Source
Web traffic The amount of data sent and received by visitors to a website. Source
Meta element HTML tags that provide metadata about a web page. Source
Pay-per-click An online advertising model where advertisers pay each time their ad is clicked. Source
Web design The process of creating the visual layout and usability of a website. Source

Content Strategy Langley BC

Specifically, two issues decided Langley's future. First was street lights, which Langley Prairie argued were needed not only for safety but also progress, yet on which reeve George Brooks declared "not a nickel" would be spent. Second was Langley Prairie's belief that it had neither the political sway nor fair share of municipal services that it deserved relative to its local tax contribution. Langley Prairie by then constituted 20% of the Township's tax base. A referendum on secession was therefore held in September, 1954. It passed with over 85% of the vote. Langley Prairie officially seceded and became the City of Langley on March 15, 1955.

Citations and other links

Content Creation And Digital Marketing Ecommerce Digital Marketing Langley

This means you're always one step ahead, maximizing the effectiveness of each campaign. These examples show how combining SEO and paid advertising can significantly boost your local visibility and customer engagement. Use local insights to tailor your strategies. SEO copywriting It's not just about aesthetics; functionality is key.

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With their expertise, your brand doesn't just exist; it speaks directly to the hearts of consumers, creating a memorable presence that stands out in the digital landscape. This efficiency not only cuts costs but also speeds up your campaign execution. The future isn't just coming; it's practically at your doorstep.

This personalized interaction isn't just about closing sales; it's about creating a connection. What worked?

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Don't just focus on short-term gains; consider long-term impacts on brand loyalty and customer retention.

AI enhances how you target audiences, making sure your ads reach the most interested viewers. This insight lets you tailor your messages precisely, targeting the right audience at the optimal time.

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For instance, imagine you're launching a product targeted at young professionals in Ecommerce Digital Marketing Langley.

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Content Creation And Digital Marketing Ecommerce Digital Marketing Langley
SEO Growth Services Ecommerce Digital Marketing Langley

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They believe in the power of storytelling, tailored strategies, and innovative solutions that reflect your brand's authenticity. You're seeing stores predict your needs better than ever, tailoring services with incredible precision. You must leverage technologies that enhance efficiency without sacrificing quality. Don't overlook the power of content marketing either. Additionally, chatbots powered by AI enhance customer service interactions, providing quick and accurate responses to your queries.

Small World Marketing harnesses machine learning to refine their digital marketing strategies, ensuring they deliver highly targeted and effective campaigns. This builds trust, which is crucial for converting leads into loyal customers. This means you're not just reacting to trends, you're staying ahead, ensuring your digital advertising dollars are as effective as possible. Why not elevate your digital marketing strategy by integrating video marketing?

You're not replacing the human touch; you're augmenting it with precision and intelligence, ensuring that every marketing move you make is as impactful as possible. You can now harness AI to analyze vast amounts of data on consumer preferences and behaviors. Moreover, each interaction with a chatbot helps it learn and improve, making each of your future visits smoother and more intuitive. It's also crucial to consider scalability.

By leveraging digital marketing strategies, you're not only reaching a wider audience but also able to target the consumers most likely to buy your product or service. While exploring the landscape of digital marketing, it's crucial to spotlight Small World Marketing, a firm that's passionately dedicated to redefining how small businesses connect with their audiences. This analysis helps you avoid overspending on ineffective channels. By tapping into these nuances, you'll connect more effectively. Website traffic



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Another success story involves a Ecommerce Digital Marketing Langley-based wellness center. To effectively engage your local market, you need to tailor your marketing strategies to meet the specific interests and needs of your community. SEO improvements By optimizing your site with relevant keywords, quality content, and a user-friendly design, you're more likely to appear at the top of search results when potential customers are looking for the products or services you offer. Then, SEO and content marketing started gaining traction, helping your businesses become more visible online.

Finally, don't forget about optimization and testing. AI algorithms can analyze user behavior, enabling your website to adapt dynamically. Natural language processing (NLP) tools help refine search engine optimization (SEO) and content creation, making it more relevant and engaging for users.

As you explore AI in your strategies, you'll find it indispensable for staying competitive in today's fast-paced digital landscape. This consistency builds trust and loyalty, crucial elements in today's competitive market. It's not just about reaching the audience; it's about connecting with them on a level that sparks engagement and loyalty. SEO company

By optimizing your content and launching targeted ad campaigns, you'll start to see a noticeable increase in customer engagement and sales. It's not just about being trendy; it's about connecting with your audience where they spend a lot of their time-online and on mobile. It's also crucial to run A/B tests to compare AI-driven campaigns against traditional ones.

Affordable Internet Marketing Ecommerce Digital Marketing Langley
Email Marketing Ecommerce Digital Marketing Langley
Email Marketing Ecommerce Digital Marketing Langley

In today's digital age, your customers are online: scrolling through social media, reading news sites, and searching for products and services. Custom SEO solutions By adopting SWM's content marketing strategies, they enhanced their brand's online presence, resulting in a 50% boost in social media engagement and a 30% increase in sales during the off-peak season. They blend advanced SEO tactics, AI-driven analytics, and tailored marketing strategies to meet your specific needs. They allow you to connect with your specific audience in a way that resonates deeply.
On the other hand, paid ads give you an immediate boost in visibility and targeted traffic. Small World Marketing's approach to digital strategy effectively leverages both SEO and paid advertising, ensuring that your business captures the best of both worlds. You need engaging content to attract and retain your audience.
While the landscape of digital marketing continually evolves, understanding Artificial Intelligence (AI) is crucial for every business owner in Ecommerce Digital Marketing Langley. Building on the power of AI in marketing strategies, local businesses can leverage these advanced tools to significantly enhance their search engine optimization (SEO) efforts. Read more about Ecommerce Digital Marketing Langley here To effectively target your audience in Ecommerce Digital Marketing Langley, you'll need to harness the power of demographic and psychographic data.
You're not just saving time; you're also enhancing the relevance and appeal of your content. You'll notice that personalized content, tailored to your preferences and behaviors, greets you each time you browse online.

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If you're looking to enhance your marketing efforts, integrating AI into your strategies is a crucial step.

Ecommerce Marketing Ecommerce Digital Marketing Langley

These ads, appearing on platforms like Google, Facebook, and Instagram, allow you to directly target potential customers based on demographics, interests, and behaviors. SEO content They've rolled out a comprehensive suite of tools that streamline content management and enhance analytics capabilities. Content creation is another key service; they craft compelling articles, blogs, and videos that resonate with your target audience. After you've implemented video marketing strategies, it's crucial to measure their success to ensure your efforts are paying off.

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Langley digital marketing To effectively reach the Ecommerce Digital Marketing Langley market, Small World Marketing strategically tailors its digital strategies to the unique demographic and economic characteristics of the area.
This predictive capability means you're more likely to be presented with products that align closely with your preferences, subtly guiding your purchasing decisions. It's not just about efficiency; it's about building deeper connections. You'll see a significant reduction in overheads and an increase in ROI, making AI an invaluable asset in your marketing toolkit. Building on the synergy between SEO and paid ads, let's explore some successful local campaigns that have effectively utilized this strategy in Ecommerce Digital Marketing Langley.
Once you've pinpointed the areas, you'll need to gather data that AI tools can analyze to improve decision-making and efficiency. This means your ads hit the mark more often, engaging potential customers who are most likely to convert. SEO metrics It's about finding what resonates with your audience and leveraging that connection. Don't underestimate the power of paid advertising-it's a game changer.
AI algorithms analyze how ads perform and make adjustments on the fly to improve engagement. Using a recipient's name isn't just courteous; it significantly increases open rates.

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It's not just about showing you more ads; it's about showing you the right ones at the right time, enhancing your online experience while boosting business efficiency. This proactive approach ensures you're always a step ahead, offering exactly what your audience wants before they even know they want it.

Explore Ecommerce Digital Marketing Langley here
Ecommerce Marketing Ecommerce Digital Marketing Langley

Langley may refer to:

People

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Places

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Australia

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Canada

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France

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United Kingdom

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United States

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Schools

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Other uses

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See also

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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,[3] news search, and industry-specific vertical search engines.

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 websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers.[4]

History

[edit]

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/crawler crawls 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]

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. Flawed data in meta tags, such as those that were inaccurate or incomplete, created the potential for pages to be mischaracterized in irrelevant searches.[8][dubiousdiscuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[9] 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.[10]

By heavily relying 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.[11] Since the success and popularity of a search engine are 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.

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.[12] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[13] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[14]

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.[15][16] 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.[17] 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.[18]

Relationship with Google

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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.[19] 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.[20] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[21] 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 focus 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.[22]

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.[23] 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.[24] Patents related to search engines can provide information to better understand search engines.[25] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[26]

In 2007, Google announced a campaign against paid links that transfer PageRank.[27] 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 no follow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[28] 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.[29]

In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[30] 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..."[31] 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.[32]

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 that punishes sites whose content is not unique.[33] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[34] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[35] 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.[36] 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.[37] 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.

Methods

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Getting indexed

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A simple illustration of the Pagerank algorithm. Percentage shows the perceived importance.

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.[38] 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[39] in addition to their URL submission console.[40] Yahoo! formerly operated a paid submission service that guaranteed to crawl for a cost per click;[41] 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 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.[42]

Mobile devices are used for the majority of Google searches.[43] In November 2016, Google announced a major change to the way they are 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.[44] 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.[45] In December 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.[46]

Preventing crawling

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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 to crawl. 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.[47] In 2020, Google sunsetted the standard (and open-sourced their code) and now treats it as a hint not a directive. To adequately ensure that pages are not indexed, a page-level robot's meta tag should be included.[48]

Increasing prominence

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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. Page design makes users trust a site and want to stay once they find it. When people bounce off a site, it counts against the site and affects its credibility.[49] Writing content that includes frequently searched keyword phrases so as to be relevant to a wide variety of search queries will tend to increase traffic. 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[50] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. These are known as incoming links, which point to the URL and can count towards the page link's popularity score, impacting the credibility of a website.[49]

White hat versus black hat techniques

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Common white-hat methods of search engine optimization

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"). 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.[51] 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.[52]

An SEO technique is considered a white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[15][16][53] 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,[54] 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 the 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 the use of deceptive practices.[55] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[56]

As marketing strategy

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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. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. SEM focuses on 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.[57] A successful Internet marketing campaign may also depend upon building high-quality web pages to engage and persuade internet users, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58][59] In November 2015, Google released a full 160-page version of its Search Quality Rating Guidelines to the public,[60] which revealed a shift in their focus towards "usefulness" and mobile local 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.[61] 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 determine how user-friendly their websites are. The closer the keywords are together their ranking will improve based on key terms.[49]

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 guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[62] Search engines can change their algorithms, impacting a website's search engine ranking, 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.[63] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[64] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

International markets

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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.[65] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[66] As of 2006, Google had an 85–90% market share in Germany.[67] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[67] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[68] 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.[67]

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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."[69][70]

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.[71][72]

See also

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References

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Langley may refer to:

People

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Places

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Australia

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Canada

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France

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United Kingdom

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United States

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Schools

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Other uses

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See also

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