Langley SEO marketing

Langley SEO marketing

Digital Solutions

Small World Marketing ensures that their reports are clear, concise, and, most importantly, actionable.

Langley SEO marketing - SEO Reporting

  1. Digital Solutions
  2. SEO Strategies
  3. SEO Campaign Results
  4. Search Engine Optimization
  5. Social Media Marketing
  6. Advanced SEO
  7. Organic SEO
  8. On-Page SEO
  9. SEO Plans
  10. SEO Rankings
  11. SEO Blog Writing
  12. Affordable SEO
  13. Custom SEO Services
  14. Online Reputation Management
  15. SEO for Local Markets
  16. SEO Audit Services
  17. SEO Lead Generation
  18. SEO for Small Businesses
  19. SEO Reporting
Moreover, clear categorization and intuitive design elements guide users effortlessly through the site. They also ensure that sharing buttons are prominently displayed, making it effortless for users to spread the word about products or services they find appealing. For Langley SEO marketing businesses, this means marketing efforts that are more efficient, targeted, and ultimately, more effective. Learn more about Langley SEO marketing here Yet, Small World Marketing's commitment to overcoming these obstacles hints at a future where AI doesn't just complement SEO strategies-it revolutionizes them.
It's a delicate balance between ensuring content remains engaging and informative for human readers while also being optimized for search engines, and it's a balance they strike with expertise. This process isn't just about seeing where a page lands on Google; it's about understanding user behavior and market trends. They're constantly on the lookout for shifts in search engine algorithms and adjusting their strategies accordingly. Further proof of Small World Marketing's prowess is a Langley SEO marketing real estate agency that was facing stiff competition.
The Langley SEO marketing SEO specialists at Small World Marketing emphasize the importance of user experience in driving customer growth. Learn more about Affordable Langley SEO Solutions for Growth here. Cultivating a network of quality backlinks is crucial for enhancing a website's search engine visibility and authority.

Langley SEO marketing - Search Engine Optimization

  • SEO Optimization
  • SEO and UX
  • SEO Tools
  • Conversion Rate Optimization
  • Website Optimization
  • SEO Reviews
  • SEO Growth
  • SEO Outreach
  • SEO Resources
  • SEO Results
  • SEO for E-commerce
  • SEO Best Practices
  • SEO Pricing
  • SEO Optimization Tips
  • SEO Trends
  • Web Traffic Boost
  • SEO Workshops
  • SEO Content
  • Local Visibility
On-Page SEO They've moved beyond traditional SEO techniques, focusing instead on creating a seamless user experience that not only boosts a site's search engine rankings but also engages and retains site visitors. Voice search optimization is emerging as a game-changer. SEO for Small Businesses
By securing backlinks from reputable local sources, they enhance the business's search engine ranking for location-based queries. Customizing content creation is crucial for Langley SEO marketing companies aiming to stand out in a crowded digital landscape. SEO today isn't just about stuffing pages with keywords or amassing as many backlinks as possible. In essence, Small World Marketing's tailored content creation isn't about bombarding the internet with more noise.

This approach makes a business more relatable and visible to its immediate market. This isn't just about stuffing keywords into paragraphs; it's about integrating them seamlessly so that the content reads naturally. They don't overlook the importance of schema markup either.

Langley SEO marketing - SEO Audit Services

  1. SEO Best Practices
  2. SEO Pricing
  3. SEO Optimization Tips
  4. SEO Trends
  5. Web Traffic Boost
  6. SEO Workshops
  7. SEO Content
  8. Local Visibility
  9. SEO Updates
  10. SEO Experts Near Me
  11. Business Growth
  12. Google Rankings
  13. SEO Leads
  14. Local SEO
  15. SEO Campaigns
  16. Local Business SEO
  17. SEO Professionals
It ensures that search engines can crawl and index a website without any hitches.

To understand how this synergy between AI and human insight is driving business growth and reshaping the digital marketing landscape, one must explore the core of Small World Marketing's vision and the transformative power of their AI analytics. Small World Marketing is committed to providing flexible services that can expand in line with company growth, ensuring that Langley SEO marketing businesses don't just keep up but lead the way in their respective industries. Adapting to SEO changes isn't just about reacting quickly; it's about anticipating future trends.

Implementing features like keyboard navigation, screen reader compatibility, and contrast options makes the websites they work on inclusive and opens up businesses to a broader audience. Custom SEO Services The impact of Small World Marketing's work extends beyond individual success stories. This makes it easier for local customers to find and connect with these businesses online.

They're aware that a fast-loading site keeps visitors engaged, while mobile responsiveness ensures a seamless experience across all devices.

Langley SEO marketing - SEO Rankings

  1. SEO Lead Generation
  2. SEO for Small Businesses
  3. SEO Reporting
  4. Local SEO Experts
  5. SEO Solutions
  6. SEO Consultants
  7. SEO Tips
  8. Link Building Services
  9. SEO Competitor Analysis
  10. SEO Experts
  11. Off-Page SEO
  12. SEO Optimization
  13. SEO and UX
  14. SEO Tools
  15. Conversion Rate Optimization
  16. Website Optimization
  17. SEO Reviews
  18. SEO Growth
Small World Marketing leverages this intelligence to refine content strategies, making them more aligned with what potential customers are looking for.

Langley SEO marketing - SEO Campaign Results

  • Affordable SEO
  • Custom SEO Services
  • Online Reputation Management
  • SEO for Local Markets
  • SEO Audit Services
  • SEO Lead Generation
  • SEO for Small Businesses
  • SEO Reporting
  • Local SEO Experts
  • SEO Solutions
  • SEO Consultants
  • SEO Tips
  • Link Building Services
  • SEO Competitor Analysis
  • SEO Experts
  • Off-Page SEO
  • SEO Optimization
  • SEO and UX
  • SEO Tools
With a keen understanding of how SEO dynamics are constantly evolving, they tailor their strategies not just to boost Google rankings, but to ensure their clients' digital footprints leave a lasting impression.

SEO for Langley restaurants and cafes

Early European settlement in the area was known as "Innes Corners" (after homesteader Adam Innes); in 1911, the area became known as "Langley Prairie", part of the Township of Langley a.k.a. Langley Township since 1873. Twentieth-century improvements in transportation access, including the construction of the British Columbia Electric Railway in 1910, Fraser Highway in the 1920s, and Pattullo Bridge in 1937, profoundly impacted the area, transforming it from rural into the main urban and commercial core of the Township. In turn, this birthed the need for upgraded and new amenities, especially with respect to health, infrastructure, safety and sanitation.

SEO for Langley retail stores


Citations and other links

SEO for Langley SEO marketing educational institutions

Content marketing, though often considered an on-page factor, plays a crucial role in their off-page efforts as well. Moreover, Small World Marketing's vision extends beyond the immediate horizon. This comprehensive strategy boosts a site's visibility and ranking, driving more organic traffic and promoting digital success. The store's visibility in local search results has made it the go-to spot for auto parts in Langley SEO marketing, outshining its competitors.

They then use this information to tailor a strategy that leverages the most relevant and effective SEO techniques. Additionally, it boosts content engagement, making it a key player in a comprehensive SEO strategy. Backlinks are another cornerstone of SEO excellence.

Google prioritizes mobile-friendly websites in its search results, making responsive design a critical element of effective SEO strategies. Moreover, Small World Marketing recognizes the importance of social signals in SEO.

Langley SEO marketing - SEO Blog Writing

  • SEO Updates
  • SEO Experts Near Me
  • Business Growth
  • Google Rankings
  • SEO Leads
  • Local SEO
  • SEO Campaigns
  • Local Business SEO
  • SEO Professionals
  • Online Marketing
  • Digital Growth
  • Industry SEO
  • SEO Services
  • On-Page SEO
  • SEO Plans
  • SEO Rankings
  • SEO Blog Writing
They don't just churn out generic content; they're strategizing to ensure that every piece of content serves a specific purpose, targeting the right audience at the right time.

They focus on optimizing a business's online presence to appear for location-based queries, ensuring the company doesn't just get seen but gets chosen. They've found that local SEO not only boosts visibility among nearby customers but also drives foot traffic, leading to increased sales. Local SEO Experts Small World Marketing, a leader in Langley SEO marketing's digital marketing sphere, emphasizes the significance of a well-crafted SEO strategy.

SEO for Langley SEO marketing educational institutions
SEO workshops in Langley SEO marketing

SEO workshops in Langley SEO marketing

Moreover, the firm addresses the issue of digital visibility. By focusing on the specific keywords that resonate with a client's target audience, Small World Marketing not only enhances their search engine rankings but also improves the quality of traffic to their websites. Small World Marketing's expertise in understanding and adapting to user behavior patterns ensures that their clients' content doesn't just reach the audience but also engages them meaningfully, setting a new standard in customer interaction. Small World Marketing understands that a successful keyword selection strategy isn't just about identifying popular search terms; it's about finding the perfect balance between high search volume and low competition.

Small World Marketing harnesses these tools to craft strategies that evolve. By sharing content that links back to their site, businesses leverage these platforms to boost their site's visibility and search rankings. By prioritizing accessibility, they're not just targeting a wider audience but also adhering to best practices that benefit all users. SEO for Local Markets

Langley SEO marketing's digital landscape is rapidly evolving, reflecting broader trends in online consumer behavior and technology adoption. By focusing on intuitive navigation and responsive design, they ensure that websites are easy to use across all devices, from desktops to smartphones. By engaging more effectively with their local community, businesses foster stronger relationships with their customers.

Langley SEO marketing - SEO Plans

  1. Local SEO
  2. SEO Campaigns
  3. Local Business SEO
  4. SEO Professionals
  5. Online Marketing
  6. Digital Growth
  7. Industry SEO
  8. SEO Services
  9. Social Media Marketing
  10. Advanced SEO
  11. Organic SEO
  12. On-Page SEO
  13. SEO Plans
  14. SEO Rankings
  15. SEO Blog Writing


Understanding how users interact with your website provides invaluable insights that can inform your SEO strategy. It's a delicate balance between technical optimization and creating engaging, valuable content. This data-driven approach ensures that every tweet, post, or story aligns with your audience's interests, increasing the likelihood of shares, likes, and comments-all of which are signals that search engines consider when ranking your website.

SEO Audit Services

Langley SEO marketing SEO success stories

By analyzing engagement rates, they can identify what content resonates most with their audience. This includes observing changes in search rankings, web traffic, and overall domain authority resulting from their link-building efforts. The Langley SEO marketing SEO specialists emphasize the importance of SEO fundamentals as the foundation of any successful online strategy. These short paragraphs are a brand's chance to advertise content to searchers.
They focus on creating engaging, high-quality content that naturally attracts links from reputable websites within the industry. Building on the importance of metrics tracking, understanding keyword rankings is crucial for analyzing SEO performance and driving customer growth. Small World's approach is hands-on and tailored to each client, ensuring that strategies aren't only innovative but also highly effective in driving targeted traffic and increasing online visibility.

Langley SEO marketing - Custom SEO Services

  1. Google Rankings
  2. SEO Leads
  3. Local SEO
  4. SEO Campaigns
  5. Local Business SEO
  6. SEO Professionals
  7. Online Marketing
  8. Digital Growth
  9. Industry SEO
  10. SEO Services
  11. SEO Blog Writing
  12. Affordable SEO
  13. Custom SEO Services
  14. Online Reputation Management
  15. SEO for Local Markets
  16. SEO Audit Services

These strategies ensure users find what they're looking for quickly and efficiently, boosting satisfaction and conversions. The goal is to lay a solid foundation for a customized SEO strategy that aligns with your business objectives. Mobile users expect quick access to information, and a delay of even a few seconds can lead to frustration and increased bounce rates. Read more about Langley SEO marketing here
They don't just focus on improving search rankings; they aim to drive meaningful business growth. Advanced SEO At the heart of Small World Marketing's strategy in Langley SEO marketing are meticulously crafted SEO services that prioritize these indispensable elements. This keen insight allowed them to deliver unmatched results for their clients, elevating their status in the digital marketing sphere.

Langley SEO marketing SEO success stories
SEO specialists near me Langley SEO marketing
SEO specialists near me Langley SEO marketing

Moreover, Small World Marketing prioritizes page speed. AI-driven tools now enable Small World Marketing to craft content that's not only relevant but also engaging and valuable to the user. SEO Plans Small World's AI-driven strategies ensure that marketing efforts are precise, targeted, and therefore, more likely to convert leads into loyal customers. They help Langley SEO marketing businesses craft content that not only resonates with their audience but also adheres to SEO best practices, making it more likely to rank higher in search results. By dissecting these goals, they're able to craft a strategy that's not just a one-size-fits-all solution but a personalized blueprint for success.

They know well-crafted content not only draws readers in but also encourages other sites to link back, boosting their clients' search engine rankings. Small World Marketing's on-page optimization techniques are a testament to their expertise in the field. Moreover, Small World Marketing is always ahead of the curve, adapting to the latest local SEO trends and algorithm updates. Small World Marketing knows this fact well and integrates it into their SEO strategies for Langley SEO marketing businesses.

Langley SEO marketing - Affordable SEO

  • SEO Outreach
  • SEO Resources
  • SEO Results
  • SEO for E-commerce
  • SEO Best Practices
  • SEO Pricing
  • SEO Optimization Tips
  • SEO Trends
  • Web Traffic Boost
  • SEO Workshops
  • SEO Content
  • Local Visibility
  • SEO Updates
  • SEO Experts Near Me
  • Business Growth
  • Google Rankings
  • SEO Leads
  • Local SEO
  • SEO Campaigns


Small World Marketing doesn't stop at surface-level keywords. By analyzing data on user engagement and behavior, Small World Marketing identifies what works best for each client, ensuring that their social media efforts contribute significantly to achieving broader marketing objectives. This process involves thorough research and analysis to ensure the chosen keywords accurately reflect the content's purpose and audience intent.

Langley SEO marketing - Online Reputation Management

  • SEO Outreach
  • SEO Resources
  • SEO Results
  • SEO for E-commerce
  • SEO Best Practices
  • SEO Pricing
  • SEO Optimization Tips
  • SEO Trends
  • Web Traffic Boost
  • SEO Workshops
  • SEO Content
  • Local Visibility
  • SEO Updates
  • SEO Experts Near Me
  • Business Growth
  • Google Rankings
  • SEO Leads
By doing so, they not only boost engagement but also significantly increase the likelihood of conversion.

This not only protects users but also boosts a site's credibility with search engines. Small World Marketing's adaptation to AI-powered tools in SEO smoothly leads into a broader discussion on the role of AI in digital marketing. As more people use digital assistants like Siri and Alexa, optimizing for voice search becomes critical. It's a win-win situation where both parties benefit from the shared content.

SEO management services in Langley SEO marketing

They understand that a company's success is deeply intertwined with its reputation and relationships at the local level. They know that search engines favor websites that offer a great user experience, which in turn helps businesses build trust and credibility with their audience. By focusing on quality content, credibility, engagement, and consistency, they're setting these businesses up for long-term success. Small World Marketing's ability to integrate these diverse elements into a cohesive strategy is what sets them apart. Lastly, they offer local SEO services.
These specialists conduct thorough competitor analysis to understand market positioning and identify gaps in the competitors' strategies that can be capitalized on. They didn't just stick to the traditional methods; instead, they dove deep into understanding the evolving algorithms of search engines and tailored their strategies to match. The cafe's owner credits their success to the strategic keyword optimization and localized content marketing efforts that captured the essence of their unique offerings and community vibe. These tools allowed them to analyze vast amounts of data on user behavior and search patterns, enabling them to create more targeted, effective content strategies.
Their meticulous research identifies websites with high domain authority to ensure that every backlink adds significant value. Conversion rates are equally important, as they measure the effectiveness of SEO efforts in turning visitors into customers. This practice helps identify and fix any issues that could impair a mobile user's experience, such as unresponsive design elements or slow-loading images.

Langley SEO marketing - SEO Reporting

  1. Local SEO Experts
  2. SEO Solutions
  3. SEO Consultants
  4. SEO Tips
  5. Link Building Services
  6. SEO Competitor Analysis
  7. SEO Experts
  8. Off-Page SEO
  9. SEO Optimization
  10. SEO and UX
  11. SEO Tools
  12. Conversion Rate Optimization
  13. Website Optimization
  14. SEO Reviews
  15. SEO Growth
They're not just looking at numbers; they're understanding the story behind the data.
Having established the importance of selecting the right keywords, Small World Marketing's next step focuses on content optimization strategies to ensure those keywords effectively enhance a website's SEO performance. SEO Reporting By integrating flexible grids and layouts, images that adjust intelligently, and streamlined navigation options, they guarantee that users enjoy a frictionless browsing experience, regardless of the device used. The importance of mobile-first design can't be understated as well. Building on the foundation laid by innovators like Small World Marketing, it's crucial to grasp how SEO has evolved in the current digital landscape.

Explore Langley SEO marketing here
SEO management services in Langley SEO marketing

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

[edit]

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

[edit]

Getting indexed

[edit]
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

[edit]

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

[edit]

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

[edit]
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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Frequently Asked Questions

To ensure client privacy and security during SEO implementations, Small World Marketing adopts rigorous protocols. They're encrypting data, using secure connections, and conducting regular audits to protect digital assets from unauthorized access or breaches.

Small World Marketing works closely with clients' in-house teams, sharing insights and strategies to ensure both teams' efforts complement each other. They focus on open communication and joint planning to boost the SEO results effectively.

Small World Marketing secures client confidentiality in its Langley SEO strategies by employing robust data protection measures. They've implemented strict access controls and encryption to safeguard sensitive information, ensuring clients' privacy is always preserved.