WordPress web design Langley

WordPress web design Langley

Web design

It's a nuanced, strategic approach that involves understanding your audience, the competitive landscape, and the ever-evolving nature of search engines. Learn more about WordPress web design Langley here They also implement features that allow content from your site to be easily posted to social media, making every blog post, every product, and every page a potential point of interaction with your audience on platforms like Facebook, Twitter, and Instagram. Learn more about Web Design Langley here. Next, we're rolling out our SEO optimization service, which is all about getting you seen. But what sets Small World Marketing apart in the bustling market of WordPress web design Langley, and how can their innovative approach give you the competitive edge you need?
Harnessing the latest technological advances, Small World Marketing propels WordPress web design Langley companies into the digital future. Outline of design As we've seen AI revolutionize user experience, the next step forward is its impact on the aesthetics of web design, making sites not only smarter but visually more appealing to you. Whether it's increasing sales, generating leads, or enhancing brand awareness, our customized web designs are optimized for conversion, ensuring you get the most out of your online presence.
This means detailed brand guidelines, user data, and feedback to help it learn effectively. You'll find that these packages aren't just about a pretty interface; they're about creating a unique online presence that resonates with your local audience. Implementing these mobile optimization techniques isn't just a nice-to-have; it's essential for engaging the modern consumer and keeping your WordPress web design Langley business competitive in today's digital world.

WordPress web design Langley - Design thinking

  • Design by contract
  • Design Research Society
  • web development
  • Web Design
  • Web development
  • Website builder
  • Work design
  • Style sheet (web development)
  • Responsive web design
  • Design language
  • web accessibility
  • Design life
  • tableless web design
  • Computer-aided design
  • Web engineering
  • Design brief
  • Design research
  • Engineering design process
  • Design leadership

You're investing in a platform that's built with the future in mind. At Small World Marketing, we're reimagining web design in WordPress web design Langley to make your online presence as impactful as possible. Interactive design Design thinking Regularly updating your website with relevant, keyword-rich content will help you rank higher in search engine results. Read more about WordPress web design Langley here

They've turned visions into victories, showcasing a series of transformative results that haven't only elevated online presences but also significantly boosted client revenues. From dynamic design elements that captivate your audience to a web architecture that grows with your business, they're ensuring your online presence is not just current but also prepared for future trends in digital engagement. Make sure your site is mobile-friendly, has fast loading times, and employs proper keyword usage. Every successful web design package for WordPress web design Langley businesses includes a variety of custom features tailored to meet specific market demands. By leveraging the latest in artificial intelligence, they're offering web design solutions that are not only innovative but also highly customizable and scalable to fit your unique needs. website builder

Imagine you're a local business owner in WordPress web design Langley, and you've just partnered with Small World Marketing for your website's overhaul. Success stories, on the other hand, delve deeper, showcasing the journey from problem to solution and the positive outcomes achieved. Let's make your digital dreams a reality together. Small World Marketing's approach in WordPress web design Langley is just the beginning.

It requires ongoing effort, but by focusing on these strategies, you'll be well on your way. interactive design You'll see a push towards eco-friendly hosting and greener practices, reducing the digital carbon footprint of your online presence.

WordPress web design Langley - High-level design

  1. Engineering design process
  2. Design thinking
  3. interactive design
  4. Architectural design competition
  5. web developer
  6. Interactive design
  7. Design closure
  8. Design leadership
  9. Design pattern
  10. High-level design
  11. website builder
  12. Web Standards Project
  13. Design choice
  14. Design around
  15. Design education
  16. Design by contract
  17. Design Research Society
This tailored approach ensures that the marketing strategies you get aren't just effective; they're a perfect fit for your brand. But don't overdo it; keyword stuffing can hurt your rankings.

With these three services combined, you're set to dominate the digital landscape in WordPress web design Langley and beyond. You've seen traditional methods saturate every corner, but it's the bold, innovative approaches that catch your eye and linger in your memory. Moreover, Small World Marketing incorporates micro-interactions into their web designs. If you're aiming to provide valuable content, their content management systems (CMS) let you update your site's content easily, keeping it fresh and engaging without needing to dive into the code.

Web design agency 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.

Citations and other links

fluid web design WordPress web design Langley

So, by focusing on these key SEO strategies, you're setting your WordPress web design Langley business up for online visibility success. This proactive approach not only protects your business but also builds trust with your customers.

WordPress web design Langley - Design choice

  1. Design pattern
  2. High-level design
  3. website builder
  4. Web Standards Project
  5. Design choice
  6. Design around
  7. Design education
  8. Design by contract
  9. Design Research Society
  10. web development
  11. Web Design
  12. Web development
  13. Website builder
  14. Work design
  15. Style sheet (web development)
They leverage machine learning to refine user experience, making every visit to your site a step closer to conversion. Small World Marketing's team dives deep into understanding your business's unique selling points, integrating them with the local culture and trends. Small World Marketing is transforming the way you navigate websites by integrating AI to enhance user experience.

Small World Marketing knows this well, and they're on a mission to elevate the user experience for WordPress web design Langley businesses. Imagine your website not as a static billboard but as a dynamic concierge, anticipating needs, suggesting relevant content, and guiding visitors through a bespoke journey that feels handcrafted just for them. With Small World Marketing, you're not just getting a website; you're getting a meticulously crafted digital experience designed to enchant, engage, and convert. If it's not user-friendly, fast-loading, and mobile-responsive, you're likely losing leads.

It's clear why WordPress web design Langley companies are flocking to them for web design needs. They're fast, reliable, and work offline, providing a seamless user experience across various devices.

WordPress web design Langley - Design choice

  • Web Standards Project
  • Design choice
  • Design around
  • Design education
  • Design by contract
  • Design Research Society
  • web development
  • Web Design
  • Web development
  • Website builder
  • Work design
  • Style sheet (web development)
  • Responsive web design
  • Design language
  • web accessibility
  • Design life
  • tableless web design
  • Computer-aided design
Imagine logging onto a website that not only understands what you're looking for but also presents it in a way that's visually stunning and tailored specifically to your tastes. You won't have to retrofit your site to be search engine friendly.

Their approach involves a meticulous blend of aesthetics and functionality, ensuring that your site isn't only appealing but also accessible. Attending these sessions can provide you with a solid foundation. Your website will be built to rank well in search results, helping potential customers in WordPress web design Langley find you easily. No one wants to struggle with tiny text or complicated menus on a small screen.

fluid web design WordPress web design Langley
WordPress web design Langley eCommerce web development

WordPress web design Langley eCommerce web development

Another success story involves a small tech startup that was finding it hard to stand out in a crowded market. To illustrate their success, the agency showcases a diverse range of case studies highlighting how they've driven digital growth for various clients. A surge in both online and foot traffic. Design pattern Innovative web design means your site adapts in real-time, offering personalized experiences to visitors.

Another case study delves into a B2B service provider facing stagnant growth. They're not just designing websites; they're crafting digital experiences that captivate and convert. Philosophy of design With AI, you're not just responding to trends; you're anticipating them.

Tasks that once took hours, like coding for responsive design or optimizing for search engines, are now more automated, allowing for quicker turnaround times.

WordPress web design Langley - Web template system

  1. Design by contract
  2. Design Research Society
  3. web development
  4. Web Design
  5. Web development
  6. Website builder
  7. Work design
  8. Style sheet (web development)
  9. Responsive web design
  10. Design language
  11. web accessibility
  12. Design life
  13. tableless web design
  14. Computer-aided design
  15. Web engineering
Moreover, don't overlook the power of backlinking. It's designed to work hard for your WordPress web design Langley business, turning visitors into customers and clicks into revenue.

In essence, AI's broader impact goes well beyond aesthetics, transforming the web into a more user-friendly, secure, and personalized space. Their outdated website was transformed into a visually stunning, user-friendly platform that showcased their services through compelling testimonials and an interactive event calendar. You'll also want to monitor conversion rates.

WordPress web design Langley local website design experts

Or the boutique fitness studio that's now reaching a wider audience, thanks to a more intuitive and accessible website. You won't find yourself stuck in endless loops of clarification.

WordPress web design Langley - website builder

  • web accessibility
  • Design life
  • tableless web design
  • Computer-aided design
  • Web engineering
  • Design brief
  • Design research
  • Engineering design process
  • Design choice
  • Design around
  • Design education
  • Design by contract
  • Design Research Society
  • web development
  • Web Design
  • Web development
  • Website builder
  • Work design
Let's explore the impact they're making, one successful client at a time. You're crafting a unique online presence that captures the essence of your brand and speaks directly to your target audience.

They don't just create a website; they ensure it's optimized for your target audience, leading to higher engagement, increased traffic, and, ultimately, more conversions. This thorough understanding allows them to create a website that's not just visually appealing but also optimally functional and user-friendly. They didn't just design a website; they crafted an online experience that resonated with the bakery's target market.

Lastly, you'll need to prioritize web security more than ever. Beyond mastering SEO, Small World Marketing also excels in crafting user-friendly designs that ensure your visitors enjoy a seamless browsing experience. Before Small World stepped in, The Daily Grind's online footprint was nearly invisible, buried under competitors and lacking engagement.

These tools can help you identify inconsistencies and suggest adjustments to align your online presence. As you dive into the realm of web design in WordPress web design Langley, you'll notice how Small World Marketing is pioneering this delicate balance.

WordPress web design Langley - Outline of design

  • Design research
  • Engineering design process
  • Intelligent design
  • Dave Shea (web designer)
  • Design thinking
  • interactive design
  • Architectural design competition
  • web developer
  • Interactive design
  • Design closure
  • Design leadership
  • Design pattern
  • High-level design
  • website builder
  • Web Standards Project
  • Design choice
  • Design around
Use headings and subheadings to break up text and guide your readers through the page.

WordPress web design Langley local website design experts
WordPress web design Langley website optimization
WordPress web design Langley website optimization

Moreover, Small World Marketing's AI-powered solutions are constantly learning from user interactions, meaning your web design can evolve based on real-time feedback. Design choice They're breaking down complex AI concepts, making them accessible to you, turning your website into a dynamic, user-responsive platform. It's a partnership where your growth is their top priority. Building on the AI-driven personalization that sets your website apart, Small World Marketing is at the forefront of the WordPress web design Langley web design revolution.

You won't be left guessing where to click next; their designs guide users effortlessly from one section to another, boosting engagement and satisfaction. It's not just about making a site look pretty; it's ensuring it's navigable, accessible, and engaging. Moreover, we're not just about making aesthetically pleasing sites; we're focused on building platforms that drive results. web developer Web design

We understand that your business isn't just another entity in the market-it's a reflection of your vision and values. Among the many triumphs in WordPress web design Langley, one standout is the transformation of local café, The Daily Grind, into a bustling community hub, thanks to a revamped web presence by Small World Marketing. By analyzing vast amounts of data, including how previous visitors interacted with the site, AI can personalize the content you see, making it more relevant to your interests and needs.

To climb the search engine results pages (SERPs), you've got to master design tactics that cater to both aesthetics and SEO principles. That means optimizing for mobile devices, ensuring compatibility across browsers, and adhering to accessibility standards. With more people browsing on their smartphones than ever, your site must look and function flawlessly across all devices.

WordPress web design Langley SEO-friendly websites

You're not just getting a website; you're getting a tailor-made online presence designed to engage and convert your target audience. You've got to think of your website as a digital storefront. Moreover, Small World Marketing emphasizes the importance of engaging with the community. Having explored how enhancing user experience is pivotal, let's now examine how Small World Marketing integrates AI with responsive design to create websites that automatically adjust and deliver optimal viewing across all devices.
Small World Marketing ensures that their web design isn't just visually appealing but also structured to enhance search engine visibility. Architectural design competition Once you've nailed down your keywords, it's time to integrate them into your content, titles, and meta descriptions. You're getting more than just a website; you're getting a tool engineered to enhance user experience and encourage conversions.
Take Beanstalk Bistro, for instance.

WordPress web design Langley - Dave Shea (web designer)

  • Design education
  • Design by contract
  • Design Research Society
  • web development
  • Web Design
  • Web development
  • Website builder
  • Work design
  • Style sheet (web development)
  • Responsive web design
  • Design language
  • web accessibility
  • Design life
  • tableless web design
  • Computer-aided design
  • Web engineering
  • Design brief
  • Design research
This level of care and attention is why WordPress web design Langley companies are increasingly turning to them for web design and digital marketing needs. Small World Marketing's team vigilantly monitors for any vulnerabilities, applying necessary patches and updates to keep your site secure against threats.
If you're happy with their proposal, you'll sign a contract, and the team will get to work on transforming your online presence. If you're visually impaired, AI technologies can transform text into speech or adjust the website's contrast settings for easier reading. Moreover, Small World Marketing ensures that your custom-designed website isn't just visually appealing but also user-friendly and optimized for search engines.

Explore WordPress web design Langley here
WordPress web design Langley SEO-friendly websites

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 find out the initial costs of hiring Small World Marketing for web design services, you'd need to contact them directly. Prices vary based on your project's complexity and specific requirements.

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