Custom SEO strategies Langley

Custom SEO strategies Langley

SEO Success Stories

Delving into competitive analysis gives Small World Marketing crucial insights into the keyword strategies of their clients' competitors. Tracking keyword rankings is a vital component of analyzing a business's SEO performance, providing insights into how effectively its website competes in search engine results. Custom SEO strategies Langley SEO isn't just about inserting keywords into web content; it's a multifaceted endeavor that combines on-page optimization, quality link building, and local citations to signal relevance to search engines like Google. Learn more about Custom SEO strategies Langley here After a thorough analysis and overhaul of their digital strategy, including local SEO optimization and engaging content creation, the company saw a 50% increase in inquiries and a notable expansion in their customer base.
Optimizing web pages is crucial for enhancing a site's SEO performance, ensuring that content not only attracts but also retains potential customers. Learn more about Best Langley SEO Company for Local Businesses here. As a result, businesses see a significant uptick in local traffic both online and in-store. At its core, you'll find seasoned strategists who understand the dynamic nature of search engine algorithms and can predict shifts with remarkable accuracy.
Expanding a digital footprint requires a strategic approach to increase visibility and engagement online. 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. At its core, SEO's role is to make a website more appealing to search engines like Google.
Their story isn't just about growth but about pushing boundaries and redefining what's possible in SEO.

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By staying informed and adaptable, they ensure that their content remains relevant and effective, securing their position as Custom SEO strategies Langley's top SEO specialists. Read more about Custom SEO strategies Langley here Through this strategic selection of keywords, Small World Marketing significantly enhances online presence and leads generation for businesses in Custom SEO strategies Langley.

They've mastered the art of leveraging local keywords, optimizing Google My Business profiles, and ensuring that their clients' content is as locally relevant as it's engaging. Small World Marketing leverages AI-driven SEO strategies to enhance content readability, making it more accessible and engaging for the audience. This strategic advantage allows them to tailor their clients' SEO campaigns with precision, ensuring content isn't only relevant but also predictive of future search behaviors. They've mastered the art of creating custom SEO approaches that resonate with their clients' goals. Small World Marketing's approach includes a comprehensive analysis of market trends and consumer behavior, leveraging AI tools to predict shifts and identify opportunities for growth.

The team actively updates content to keep it fresh and relevant, ensuring it meets the latest search engine algorithms' criteria. Search Engine Marketing They use large, legible fonts and ensure that buttons and links are spaced adequately, making it easy for users to tap with their fingers. Small World Marketing is ahead of the curve, optimizing websites for superior UX, recognizing that a positive user experience translates to higher rankings and increased traffic. It's not enough to just have keywords sprinkled throughout your site; the content must be valuable, informative, and engaging to your target demographic.

Their brand has become a go-to for unique fashion finds, drawing attention from far beyond their local area. The company's innovative approach isn't just a standalone case; it's part of a larger trend where AI is reshaping how digital marketing campaigns are conceived, executed, and analyzed. Exploring these questions uncovers the layers of expertise and dedication behind their success stories, revealing insights that could redefine what businesses might expect from their SEO endeavors. By doing so, they can make data-driven decisions and adjust strategies in real time.

They're aware of the challenges that come with AI, such as privacy concerns and data security, and they're committed to navigating these responsibly. Ultimately, AI analytics empowers businesses to make data-driven decisions swiftly, optimizing their marketing efforts and securing a competitive edge in their respective markets. This process involves thorough research and analysis to ensure the chosen keywords accurately reflect the content's purpose and audience intent. Understanding that content is king, Custom SEO strategies Langley's SEO specialists prioritize crafting high-quality, engaging articles to enhance their link-building efforts. SEO Consultants

SEO experts 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

Langley on-page SEO services

The City of Langley, commonly referred to as Langley City, or just Langley, is a municipality in the Metro Vancouver Regional District in British Columbia, Canada. It lies directly east of Surrey, adjacent to the Cloverdale area, and is surrounded elsewhere by the Township of Langley, bordered by its neighbourhoods of Willowbrook to the north, Murrayville to the east, and Brookswood and Fern Ridge to the south.

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Citations and other links

SEO integration Custom SEO strategies Langley

It's not just about presenting data; it's about offering actionable insights that lead to tangible improvements in online visibility and engagement. They're adept at identifying topics that resonate with target audiences, ensuring each piece is informative, relevant, and compelling. Additionally, AI's ability to analyze vast amounts of data enables companies to identify patterns and trends in user behavior. Another trend gaining momentum is the importance of user experience (UX). They recognize the power of headers to structure content effectively, making it easier for search engines to understand the hierarchy and relevance of information on a page.

They start by optimizing Google My Business listings, ensuring that all information is accurate and up-to-date. Small World Marketing helps businesses maintain a steady flow of content, ensuring they remain relevant and top-of-mind for their audience.

Custom SEO strategies Langley - Mobile SEO

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Customizing content creation is crucial for Custom SEO strategies Langley companies aiming to stand out in a crowded digital landscape. They're not just looking at the surface level; they're digging deeper to understand the nuances of the market and the client's specific place within it.

AI algorithms can analyze vast amounts of data to identify trends and patterns that humans might miss, ensuring that SEO strategies are more aligned with actual user intent. Small World Marketing stands out in Custom SEO strategies Langley for its innovative SEO strategies that are tailored to each business's unique needs. They also provide guidance on content creation, ensuring that it's not only SEO-friendly but also engaging and shareable across social media channels. Top SEO Companies From local eateries to boutique shops, Small World Marketing's tailored SEO strategies have turned the tide for many, transforming struggling startups into local hotspots.

They focus on optimizing page load speed, implementing responsive design, and enhancing user navigation to ensure a seamless online experience.

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This strategy not only boosts visibility but also fosters a more interactive relationship between businesses and their audience. Small World Marketing, at the forefront of this initiative, has mastered the intricacies of Custom SEO strategies Langley SEO, leveraging its unique aspects to propel businesses to the top of search engine results. By harnessing the vast capabilities of artificial intelligence, they're not just reacting to the market; they're staying several steps ahead.

Affordable SEO
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SEO Techniques for Custom SEO strategies Langley Businesses

SEO Techniques for Custom SEO strategies Langley Businesses

They understand that a mobile-friendly website isn't just about shrinking the desktop version to fit a smaller screen; it's about creating a seamless experience for users on-the-go. Adapting to SEO changes isn't just about reacting quickly; it's about anticipating future trends. This personal touch, combined with their technical prowess, set them apart from the rest. Small World Marketing understands this and works tirelessly to ensure Custom SEO strategies Langley businesses don't just blend into the background. This proactive approach allows them to adjust their SEO tactics promptly, ensuring their clients' websites maintain high rankings.

One remarkable example features a local bakery that, despite having delectable offerings, struggled to attract online traffic. Link building stands at the forefront of their off-page strategy. This, in turn, further boosts its SEO performance. Small World Marketing's journey into AI-powered SEO has yielded remarkable success stories, illustrating their impact on businesses in Custom SEO strategies Langley and beyond.

They understand that social media isn't just an extension of one's digital persona; it's a vital tool for real-time communication and brand promotion.

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Machine learning revolutionizes the way Custom SEO strategies Langley companies approach SEO by enabling more personalized and efficient marketing strategies.

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Small World Marketing recognizes this necessity, diving deep into the unique characteristics of each client's business to craft a tailored strategy. They've mastered the art of aligning content with the intent behind search queries, a crucial factor in SEO success. SEO Agency

They then use this information to tailor a strategy that leverages the most relevant and effective SEO techniques. They also keep an eye out for potentially harmful links that could penalize a client's site, quickly taking corrective action when necessary. They focus on creating compelling content that naturally attracts backlinks. They believe that content isn't just about keywords; it's about providing value that meets users' needs and interests.

Custom SEO strategies Langley SEO for E-commerce

Small World Marketing leverages AI to analyze user behavior, identifying patterns that suggest optimal navigation paths. Furthermore, cultivating community connections fosters a sense of trust and loyalty, crucial for long-term success. It leads to increased website traffic, higher engagement rates, and, ultimately, more conversions. It's a game-changer in the digital marketing landscape, offering a proactive solution to the ever-changing SEO challenges.

This visibility is vital as it helps potential customers find important information like a business's hours, location, and services at a glance. Over the years, SEO has transformed from simple keyword stuffing to a complex strategy focused on user experience and content relevance. In essence, Small World Marketing's AI-powered SEO strategies are a game-changer for businesses looking to thrive online.

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Custom SEO strategies Langley businesses can significantly boost their online visibility by integrating AI and SEO strategies. Keyword Research This approach transforms the way they engage with SEO, turning it into a science rather than a guessing game. By targeting terms that potential customers in Custom SEO strategies Langley are searching for, they're able to connect businesses directly with their local audience.

Furthermore, Small World Marketing ensures that all content is easily accessible and readable on mobile devices. By partnering with influencers who resonate with a business's target audience, they can tap into new customer segments and build trust through association. It's not just about getting traffic to your site; it's about getting the right kind of traffic.

Custom SEO strategies Langley SEO for E-commerce
Custom SEO strategies Langley Search Engine Optimization Services

This not only boosts the site's search engine ranking but also enhances customer satisfaction and loyalty. Local Business SEO They're experts at implementing search bars and well-organized content categories, making information retrieval intuitive for all users. This group isn't just a random assembly of professionals; it's a carefully curated team, each member chosen for their unique skills and contributions. They've reported a 75% boost in sales, attributing this success directly to their improved online visibility. They're always on the lookout for ways to enhance the visibility of their content.

They don't just go for the most popular terms; they dive deep to find those niche keywords that can drive qualified leads. They're essential for identifying strengths and weaknesses within digital campaigns, allowing Small World Marketing to tailor strategies that resonate with the target audience's needs and preferences. Effective SEO Mobile SEO As we peel back the layers on Small World Marketing's approach to SEO in Custom SEO strategies Langley, one can't help but wonder how these advanced techniques are setting a new standard for digital excellence and what this means for the future of local businesses looking to thrive in an increasingly digital world. It's about crafting stories that engage, inform, and compel readers to take action.

It's not just about sticking to a set plan; it's about evolving with the online world. Each strategy is a testament to their dedication to driving tangible results, reflecting a deep understanding of both the digital world and the specific needs of their clientele. Link building is another pillar of their strategy. 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.

Another crucial technique is keyword placement. This targeted content strategy helps businesses in Custom SEO strategies Langley become thought leaders in their niches, fostering trust and credibility among customers. Moreover, Small World Marketing excels in aligning social media strategies with overall SEO goals. The impact of such technology is transformative.

Custom SEO strategies Langley SEO training courses

This means creating content that not only ranks well in search engine results but also meets the needs and interests of potential customers. AI tools analyze vast amounts of data to identify emerging trends and keywords, ensuring content isn't only relevant but also predictive of future search patterns. Moreover, AI insights allow for a more personalized user experience. AI-driven SEO doesn't just level the playing field-it tilts it in favor of those who adeptly wield these new tools. Through detailed market analysis and competitor research, they craft localized SEO tactics that capture the essence of Custom SEO strategies Langley, making every client's digital presence resonantly local.
This approach not only highlights emerging trends but also identifies fading ones, allowing for the optimization of content that resonates with current user interests and queries. It's not just about creating content for the sake of it but making sure that every piece of content has a purpose and a predicted outcome. They're not just staying ahead of the curve - they're redefining it, offering their clients a competitive edge in a crowded market. The result was a 200% increase in lead generation within the first quarter post-implementation, drastically reducing their customer acquisition costs.

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This interactive approach not only enhances online authority but also strengthens customer relationships. They knew they could leverage their expertise to fill this void. Small World Marketing's expertise shines as they balance incorporating keywords with compelling language that drives clicks. Small World Marketing's expertise in building local links ensures that businesses in Custom SEO strategies Langley don't just survive but thrive in the digital landscape.
They understand that the backbone of an effective SEO strategy lies in making sure a website's foundation is solid, fast, and accessible. These tools assess user intent, understanding the nuances of search queries, and ensuring that the content resonates with the target audience. They also emphasize the importance of selecting the right business categories to help a listing appear in relevant searches. They know that mobile users expect quick access to information.

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Explore Custom SEO strategies Langley here
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Langley may refer to:

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Australia

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Canada

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France

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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

[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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