SEO for Langley construction companies

SEO for Langley construction companies

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Through their comprehensive approach, they ensure that the technical foundation of a website contributes positively to its overall SEO strategy, driving more organic traffic and fostering business growth. It's about crafting a user experience that search engines love and users find valuable. Learn more about SEO for Langley construction companies here E-commerce has also seen a substantial uptick, with more SEO for Langley construction companies businesses setting up online shops to meet consumer preferences for online shopping. This personalized approach not only boosts SEO rankings by increasing user engagement and satisfaction but also builds brand loyalty.
This collaboration isn't just about improving search rankings; it's about redefining how businesses connect with their audiences in the digital landscape. Learn more about Small World Marketing here. Lastly, they champion the use of analytics to track your SEO progress. By diving deep into the specifics of each business, they uncover the essence of what makes each client stand out.
But what sets Small World Marketing apart isn't just their expertise; it's their commitment to tailoring their services to each client's unique needs. Small World Marketing revamped the bakery's website, implemented strategic keywords, and optimized their content.

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The impact of building brand visibility through AI-driven SEO is profound.
Additionally, they optimize website content with local keywords, making it more likely for these businesses to show up in local search results. They're adept at identifying and securing backlinks from untapped sources, ensuring your website gains a competitive edge. Small World Marketing recognizes that the primary hurdle lies in adapting a site's layout and content to fit the varied screen sizes without compromising the user experience.

This proactive approach means their clients' websites never fall behind in rankings, staying ahead of the competition. Small World Marketing emphasizes that local SEO is particularly beneficial for small to medium-sized businesses aiming to compete against larger chains. Achieving SEO success hinges on understanding and implementing several key components effectively. Secondly, loading speed is a crucial factor they tackle. The result was a 200% increase in lead generation within the first quarter post-implementation, drastically reducing their customer acquisition costs.

They recommend adding high-quality photos of your business, products, or services to make your listing more appealing. They're not just about optimizing websites for better search engine rankings; they're also committed to creating engaging content, improving user experience, and leveraging social media to extend their clients' digital footprint. Reflecting on these success stories in SEO for Langley construction companies, it's clear that staying ahead in digital marketing means keeping an eye on the evolving landscape of SEO. Voice Search Optimization Langley By implementing these insights, they ensure that key information and services are just a few clicks away.

By leveraging AI tools, they're able to analyze vast amounts of data on user behavior and search patterns. They've mastered the art of blending long-tail keywords with more competitive ones, striking a balance that drives both traffic and engagement. This includes optimizing Google My Business profiles, encouraging reviews, and making sure that the company's name, address, and phone number (NAP) are consistent online. Moreover, AI-driven tools are reshaping how companies understand their target audience.

Meanwhile, meta descriptions provide a brief overview of the page's content, enticing users to click through. Effective content creation and marketing are essential for any business aiming to enhance its online presence and engage more deeply with its audience. The strategy focused on local keywords, enhancing the website's user experience, and building a robust online presence that resonated with the SEO for Langley construction companies community. These strategies ensure users find what they're looking for quickly and efficiently, boosting satisfaction and conversions.

Langley online marketing solutions

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

Langley SEO Specialists


Citations and other links

Best SEO Agency SEO for Langley construction companies

They focus on optimizing website navigation, implementing personalized content strategies, and boosting speed and accessibility.

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Small World Marketing has mastered this modern SEO, focusing on comprehensive strategies that align with these evolving standards. Moreover, Small World Marketing's approach democratizes success in the digital realm. Small World Marketing excels at harnessing the power of local SEO to significantly boost a business's visibility within its community.
SEO for Langley construction companies companies that embrace these AI-enhanced SEO strategies are setting themselves apart from the competition. The importance of localization in SEO for Langley construction companies SEO services can't be overstated, as it ensures businesses reach their targeted local audience effectively. Moreover, Small World Marketing employs advanced tools and techniques to analyze the backlink profiles of competitors, uncovering opportunities that may have been overlooked.
One remarkable example features a local bakery that, despite having delectable offerings, struggled to attract online traffic. Navigating the ever-evolving landscape of SEO requires businesses to stay agile and informed about the latest trends and algorithm updates. By prioritizing quality over quantity, they achieve sustainable growth and higher search engine rankings. Read more about SEO for Langley construction companies here
They believe it's not enough for them to navigate these changes alone. This approach not only enhances search engine rankings but also paves the way for predictive market strategies, offering a competitive edge. In essence, Small World Marketing isn't just future-proofing SEO for Langley construction companies companies; they're setting a new standard for digital marketing excellence, where adaptability, foresight, and informed decision-making drive growth and success in an unpredictable online world.



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SEO for Langley construction companies Conversion Rate Optimization

SEO for Langley construction companies Conversion Rate Optimization

Their approach focuses on optimizing a business's online presence so that it appears in local search results, especially for those searching in SEO for Langley construction companies and the surrounding areas. They're not just chasing keywords; they're creating value-packed content that naturally attracts traffic and fosters a loyal following. In SEO for Langley construction companies and beyond, Small World Marketing is recognized for their results-driven approach and unwavering commitment to client success. Additionally, their competitive analysis insights allow businesses to outpace their rivals by uncovering and capitalizing on unique opportunities. Small World Marketing is at the forefront, ensuring SEO for Langley construction companies's businesses aren't just participants in the digital arena but are leading the charge with cutting-edge SEO solutions that guarantee they're not just seen but remembered.

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. By crafting tailored content that resonates with your audience, they ensure your social media efforts contribute positively to your SEO goals. Off-Page SEO tactics play a crucial role in enhancing a website's visibility and ranking beyond its own pages. This includes informative articles, engaging infographics, and insightful research studies that others find valuable enough to share.

This proactive approach means clients aren't left scrambling when the digital landscape shifts. Moreover, they continuously monitor keyword performance and evolving search trends. This approach not only boosts SEO but also improves user experience by providing them with additional valuable resources. The team at Small World Marketing doesn't stop there.

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By harnessing the power of AI to analyze vast datasets and optimize content, they've helped clients achieve remarkable growth in organic search results. SEO Analytics Langley They track a variety of key performance indicators (KPIs) including website traffic, user engagement, conversion rates, and keyword rankings. Moreover, they emphasize the importance of a holistic SEO strategy. They understand that in the ever-evolving landscape of SEO, yesterday's strategies won't necessarily win today's battles.

Technical SEO Audits SEO for Langley construction companies

The store's visibility in local search results has made it the go-to spot for auto parts in SEO for Langley construction companies, outshining its competitors. Furthermore, AI-driven content creation streamlines the process, making it faster and more efficient. They see it as a vital component of their holistic SEO approach, one that enriches their content marketing and strengthens their online presence. This technology enables companies to sift through vast data sets effortlessly, identifying patterns and opportunities that were previously invisible. Small World Marketing understands that the digital landscape is ever-changing, and staying ahead requires a proactive approach.

They pride themselves on their collaborative process, working closely with clients to ensure that every campaign reflects the brand's voice and objectives. Moving on, the focus shifts to mobile optimization methods, a crucial aspect for SEO for Langley construction companies businesses working with Small World Marketing. It's improving keyword research, making it more precise and tailored to specific target audiences.

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This diversity not only caters to different preferences among the audience but also enhances the website's SEO by keeping the content fresh and engaging.

Building on the foundation of optimized website navigation, personalized content strategies further enhance user experience by tailoring information to meet individual visitor needs. By streamlining site menus and simplifying page layouts, they reduce confusion and enhance the browsing experience.

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Title Tags SEO Langley It's not enough to sprinkle keywords throughout the content randomly. Small World Marketing ensures that their reports are clear, concise, and, most importantly, actionable.

Additionally, the agility offered by AI-driven insights means businesses can quickly adapt to market changes and consumer trends. Beyond initial optimizations, ongoing SEO maintenance is crucial for keeping your website competitive in search engine rankings.

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It's about creating content that resonates, engages, and converts. Moreover, they recommend actively seeking out guest blogging opportunities.

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Kicking off with Small World Marketing is straightforward and tailored to fit every client's unique needs. The team starts by analyzing a client's current digital footprint, identifying gaps and opportunities for improvement. Building on their expertise in tailored keyword optimization, the team further enhances online visibility through specialized local SEO strategies. This process involves examining your market position, target audience, and competitive landscape.

The team crafts high-quality, engaging content that appeals to both search engines and human readers. Furthermore, integrating responsive design is imperative but challenging. By meticulously analyzing the SEO tactics and keyword usage of those in similar markets, they're able to identify gaps and opportunities for their clients to exploit.

This isn't a one-time effort; it's an ongoing process of refinement and adjustment based on search engine algorithm updates and changing market trends. These specialists conduct thorough competitor analysis to understand market positioning and identify gaps in the competitors' strategies that can be capitalized on. Technical SEO can't be overlooked, and Small World Marketing knows it.

As technology evolves, more consumers are turning to voice-activated devices for their search queries.

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With a keen understanding of how SEO dynamics are constantly evolving, they tailor their strategies not just to boost Google rankings, but to ensure their clients' digital footprints leave a lasting impression. Keyword Research Langley They track performance indicators such as engagement rates, follower growth, and content reach to understand what works and what doesn't.

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These case studies exemplify Small World Marketing's proficiency in leveraging SEO to foster predictable customer growth, affirming their reputation as leading specialists in SEO for Langley construction companies.

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They play a pivotal role in enhancing a website's visibility to search engines. They're looking at the long-term impact of their work, aiming to contribute to a sustainable and ethical digital marketing ecosystem. By integrating these carefully selected keywords into website content, meta descriptions, and titles, Small World Marketing ensures that their clients' sites are optimized for search engines, thereby improving their rankings. However, AI tools allow them to identify emerging keywords and phrases with precision, giving their clients a competitive edge.
Small World Marketing focuses on leveraging these tactics to revolutionize digital success for businesses in SEO for Langley construction companies. As AI technology advances, it's paving the way for more sophisticated and efficient strategies. By analyzing vast amounts of data, AI tools can identify patterns and insights that humans might overlook. They understand that the more engaging and valuable the content, the more likely it's to be shared, linked to, and discussed.
Small World Marketing recognizes this need and crafts localized SEO tactics that ensure businesses stand out in SEO for Langley construction companies's competitive digital landscape. They understand that a one-size-fits-all strategy doesn't cut it in the competitive world of online marketing. By developing a tailored strategy, businesses can craft content that resonates deeply with their audience. By understanding the strengths and weaknesses of these strategies, Small World Marketing crafts bespoke SEO plans.

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    It's a cycle of continuous improvement, where AI helps identify opportunities for optimization and personalization at scale. This approach makes a business more relatable and visible to its immediate market. Small World Marketing, hailing from SEO for Langley construction companies, is at the forefront of this revolution, empowering local enterprises to carve out their niche in the digital world. This interactive approach not only enhances online authority but also strengthens customer relationships.

    Explore SEO for Langley construction companies here
    SEO techniques SEO for Langley construction companies

    Langley may refer to:

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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

    [edit]

    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

    [edit]

    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

    [edit]

    References

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    Frequently Asked Questions

    Small World Marketing can indeed showcase examples where they've adeptly handled Google's algorithm changes, ensuring their clients' sites continue to grow organically without losing integrity or veering from ethical SEO practices.

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