Langley off-page SEO solutions

Langley off-page SEO solutions

SEO for Startups Langley

Small World Marketing also emphasizes the importance of content diversity. Learn more about Professional SEO Services in Langley, BC here. By leveraging advanced SEO tools and analytics, they identify keywords that aren't only relevant but also have the potential to drive conversions. By focusing on geo-specific keywords and optimizing Google My Business listings, they're ensuring clients stand out in local search results. They're not just churning out blog posts; they're creating videos, infographics, and social media content that captures attention across different platforms.

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It's a dynamic process that keeps clients ahead of the curve, making their content more discoverable and engaging. By understanding the nuances of user intent, Small World Marketing can create more targeted content that speaks directly to individual needs and desires. This dynamic approach ensures that a business's SEO strategy remains not just relevant, but ahead of the curve.
By employing sophisticated tools and analytics, they're able to track the quality and efficacy of each link. Bounce Rate Optimization Langley By monitoring these rankings, Small World Marketing can pinpoint which strategies are working and where adjustments are needed. This approach not only helps in retaining visitors but also in converting them into loyal customers.
Meanwhile, meta descriptions provide a brief overview of the page's content, enticing users to click through. In essence, Small World Marketing's array of SEO services isn't just about improving rankings; it's about setting a strong digital foundation that drives growth and success. Local Search Optimization Langley It's no longer about casting a wide net and hoping for the best.

They've seen firsthand how a well-crafted SEO strategy can turn the tides for businesses, propelling them from obscurity into the spotlight. Small World Marketing leverages this intelligence to refine content strategies, making them more aligned with what potential customers are looking for. They understand that enhancing site navigation, improving page speed, and implementing responsive design are critical for keeping visitors engaged. For instance, a local bakery that once struggled to attract online customers now dominates the search results for their key terms, resulting in a substantial uptick in orders.

They dive deep into understanding their client's business niche, target audience, and competitive landscape.

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Small World Marketing's process, from initial analysis to final optimization, is meticulously designed to maximize Langley off-page SEO solutions companies' online visibility and growth. As Small World Marketing continues to pioneer with its advanced Langley off-page SEO solutions SEO services, it's crucial to anticipate where SEO is heading next.

Their approach isn't static; it's dynamic, adapting to the ever-changing landscape of search engine algorithms and online trends. For instance, a Langley off-page SEO solutions-based bakery could benefit from using phrases like 'best bakery in Langley off-page SEO solutions' or 'Langley off-page SEO solutions cupcakes' throughout its website. Search Intent Langley They emphasize the importance of reviews and local citations, knowing these elements are vital in building trust and authority in local search results.

They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs. Secondly, loading speed is a crucial factor they tackle. Page Speed Langley By harnessing the power of AI-driven tools, they're able to monitor shifts in user search behavior and preferences instantaneously.

SEO Specialists in 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

Effective SEO Langley

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.

Langley Online Marketing and SEO Services


Citations and other links

SEO results Langley off-page SEO solutions

Establishing online authority requires businesses to consistently produce high-quality content that resonates with their target audience.

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The team employs various techniques to reduce loading times, such as optimizing image sizes and leveraging browser caching. They can elevate their online presence through SEO strategy optimization, enhancing the quality of their content, and refining keyword research techniques. In addition, they emphasize the importance of a diversified backlink portfolio.

They don't just highlight successes; they're honest about areas that need improvement. They also leverage relationships with industry influencers and bloggers to facilitate guest posting opportunities, further expanding your website's reach and domain authority. The team at Small World Marketing knows that engagement is key.

It's about strategically using these platforms to support and enhance your SEO efforts, ensuring your business achieves sustainable growth online. Their story isn't just about growth but about pushing boundaries and redefining what's possible in SEO. Small World Marketing recognizes that each business's needs are unique, leading them to develop customized SEO strategies.

Furthermore, AI-driven content creation streamlines the process, making it faster and more efficient. This unique approach maximizes visibility on search engines, driving more organic traffic to their clients' websites. Building on the foundation of an optimized SEO strategy, enhancing content quality plays a pivotal role in further elevating a Langley off-page SEO solutions company's search rankings.

SEO results Langley off-page SEO solutions
Langley off-page SEO solutions Digital SEO Solutions

Langley off-page SEO solutions Digital SEO Solutions

This personalized approach ensures that marketing efforts aren't just a shot in the dark but a strategic move towards greater visibility and success. The importance of mobile-first design can't be understated as well. This isn't just about stuffing keywords; it's about making sure the title is relevant and compelling enough to stand out in search results. By crafting tailored content that resonates with your audience, they ensure your social media efforts contribute positively to your SEO goals. Having covered the SEO basics, it's now crucial to explore how Local SEO plays a pivotal role in helping Langley off-page SEO solutions businesses reach their community more effectively.

Small World Marketing is at the forefront of this innovation, leveraging AI to not only understand and predict search engine behaviors but also to craft content that's more appealing to both search algorithms and users. Moreover, incorporating responsive design guarantees that the site is easily navigable across all devices, further amplifying user satisfaction and the likelihood of return visits. This isn't about replacing creativity with algorithms but enhancing strategic decisions with data-backed evidence. Whether it's recommending products similar to those previously browsed or presenting articles that align with the user's interests, these strategies ensure that every piece of content feels personally curated.

AI in digital marketing is transforming the landscape, making it more dynamic, personalized, and efficient. By embedding high-quality images with proper alt tags, they further ensure that web pages are accessible and engaging. Small World Marketing excels in optimizing for local search, ensuring businesses rank highly in local directories and on maps. They understand that there's no one-size-fits-all approach in the competitive world of online marketing. SERP Langley

This insight allows them to create content that's not only timely but also ahead of the curve. This means revisiting and updating old content to keep it fresh and relevant, which can significantly boost your site's ranking over time. SEO for Startups Langley Tailored keyword research meticulously identifies the specific terms your audience uses to find services or products like yours online. They've expanded their client base internationally, demonstrating the universal applicability of their SEO strategies.

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Small World Marketing embodies this understanding, leading the way in crafting strategies that not only get businesses noticed but deeply connected with their target audiences. PPC Langley They're not just reacting to changes; they're anticipating them, setting Langley off-page SEO solutions companies up for long-term success. SEO Services In an era when horse-drawn carriages and handwritten letters seem as distant as the concept of digital obscurity, Small World Marketing is charting a new course through the uncharted waters of Langley off-page SEO solutions's SEO landscape. Given that most internet users now access the web through smartphones, it's crucial for businesses to ensure their websites are mobile-friendly. One significant hurdle is the ever-changing nature of search engine algorithms.
In essence, Local SEO isn't just about being seen; it's about being found by the right people at the right time. It ensures that search engines can crawl and index a website without any hitches.

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This approach helps in identifying which strategies are driving the most traffic and where adjustments are needed. They're not merely reacting to changes; they're driving them, using sophisticated algorithms and data analytics to predict market trends and consumer behavior.
Their team understands that in the digital age, content is king. They understand that what works for one business in Langley off-page SEO solutions mightn't work for another. Their strategy involves a mix of optimizing existing content for search engines and creating new, engaging content that resonates with the target audience. Read more about Langley off-page SEO solutions here After implementing Small World's recommended SEO tactics, the agency saw a 75% increase in organic search traffic, leading to more listings and closed deals than ever before.
It's a proactive, rather than reactive, approach to SEO that keeps Langley off-page SEO solutions companies ahead of the curve.

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Now, even the smallest business can harness the power of AI to tell its story, connect with its community, and grow its footprint in the digital ecosystem. It's a continuous cycle of evaluation, adjustment, and learning that keeps their strategies effective and their clients happy. They understand that to attract the ideal audience, a business must pinpoint the specific terms and phrases their potential customers are searching for online.

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Langley off-page SEO solutions Search Engine Optimization Solutions

In a world where everyone's fighting for the top spot in search results, Small World Marketing's foresight and adaptability set them apart, making them a leader in AI-powered SEO strategies. This involves a meticulous process of vetting potential links to ensure they align with Google's quality guidelines, protecting clients' websites from being penalized. By diving deep into the specifics of each business, they uncover the essence of what makes each client stand out. Small World Marketing's beyond keyword optimization approach signifies a paradigm shift in SEO, where AI's role in understanding and catering to user intent leads to more meaningful interactions between brands and their audiences. The company's portfolio quickly became a testament to the power of AI in transforming digital marketing efforts.

In this era of rapid technological advancement, Small World Marketing's expertise in AI and SEO is proving invaluable. The integration of AI tools not only streamlines the SEO process but also enhances its effectiveness, making it possible for Small World Marketing's clients to achieve top rankings and attract more targeted traffic to their sites. Small World Marketing's expertise in this area means they can adjust strategies in real-time, ensuring their clients' websites don't suffer from sudden drops in rankings due to algorithm updates. Moreover, implementing structured data allows search engines to not only crawl but also understand the content of a website better, enhancing visibility in rich snippets and boosting click-through rates.

They know that search engines reward content that provides value, solving the searcher's query with precision and depth.

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They're not just about following trends; they're setting them. By embedding shareable content and integrating social media feeds directly into the sites, they make it easy for visitors to share content, further expanding their clients' digital footprint. Moreover, Small World Marketing excels in aligning social media strategies with overall SEO goals.

Additionally, they focus on building a robust backlink profile for their clients. They don't just set it and forget it; they're constantly tweaking and refining their strategies to keep ahead of the curve. They ensure their clients' details are accurately listed on Google My Business, making them easily discoverable to potential customers searching nearby. Their approach to content creation is methodical and data-driven, focusing on delivering measurable results.

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This approach allows businesses to refine their strategies for better search engine results and increased web traffic. They also leverage content delivery networks (CDNs) to distribute the loading of content across multiple servers, ensuring faster access regardless of the user's location. Furthermore, these advanced AI algorithms help in identifying emerging trends and topics, enabling the company to stay ahead of the curve. They don't stop at content; Small World Marketing also fine-tunes the backend elements of a website. One standout example is a boutique bakery in Langley off-page SEO solutions that experienced a 150% increase in online sales within just three months of implementing Small World's AI-driven SEO strategies.
It requires a deep understanding of CSS and HTML to ensure that a website not only looks good on a mobile device but also functions properly. Building on the foundation of AI analytics benefits, real-time data insights offer businesses the capability to act on information as it unfolds, ensuring strategies remain highly relevant and responsive. For instance, if they notice a high bounce rate on a particular page, they'll investigate potential causes-be it poor content quality, slow loading times, or irrelevant keywords-and then take corrective action to enhance user experience and retention. SEO Performance Langley That's where the expertise of SEO specialists becomes invaluable.
It's not just about the quantity of the interactions, but the quality. In the realm of SEO, Small World Marketing is harnessing AI to craft strategies that significantly elevate a website's visibility and ranking. By streamlining site menus and simplifying page layouts, they reduce confusion and enhance the browsing experience. These keywords aren't just randomly chosen; they're strategically selected for their relevance, search volume, and ranking potential.
Small World Marketing's approach combines historical data analysis with current market trends, offering a predictive glimpse into the future that's both actionable and measurable. 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. The Langley off-page SEO solutions SEO specialists at Small World Marketing recognize this trend and emphasize the importance of optimizing for mobile users to drive predictable customer growth. They're cultivating an ecosystem where collaboration thrives, competition is healthy, and innovation is the norm.

Explore Langley off-page SEO solutions here
SEO Planning Langley off-page SEO solutions

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

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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]

[edit]

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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