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Small World Marketing stands out in Langley SEO expert consultation for its innovative SEO strategies that are tailored to each business's unique needs. In combining these components, Small World Marketing's advanced SEO services in Langley SEO expert consultation don't just aim for short-term wins.

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Link building is another pillar of their strategy. Next, companies should identify the right AI SEO tools that fit their specific requirements. This agility is crucial in the fast-paced digital landscape, where staying visible means staying ahead of the curve. Learn more about Langley SEO expert consultation here
Customizing content creation is crucial for Langley SEO expert consultation companies aiming to stand out in a crowded digital landscape. It's about crafting a user experience that search engines love and users find valuable. Learn more about Langley’s Leading SEO Solutions Experts here. The integration of AI tools not only streamlines the SEO process but also enhances its effectiveness, making it possible for Small World Marketing's clients to achieve top rankings and attract more targeted traffic to their sites. It's a continuous cycle of evaluation, adjustment, and learning that keeps their strategies effective and their clients happy.
This technology has become a cornerstone in the arsenal of Small World Marketing, setting Langley SEO expert consultation businesses apart in a crowded digital marketplace. It's a cornerstone of their SEO services that transforms online visibility into real-world success. Small World Marketing rapidly became Langley SEO expert consultation's go-to SEO specialists, outpacing competitors with their innovative strategies and results-driven approach. They ensure every piece of content on the website isn't just readable for humans but also optimized for search engines, boosting visibility and driving predictable customer growth.
By crafting shareable, relevant posts, they help brands increase their online visibility and drive more traffic to their websites. Small World Marketing believes that the key to retaining visitors lies in enhancing user experience through AI-powered SEO strategies. SEO for Digital Products Langley They're reducing bounce rates and ensuring visitors stay engaged longer. They believe in a multi-channel approach, understanding that today's consumers interact with brands across various platforms.

Optimizing web pages is crucial for enhancing a site's SEO performance, ensuring that content not only attracts but also retains potential customers. Small World Marketing's Langley SEO expert consultation SEO services emphasize the importance of a focused keyword strategy as part of their on-page SEO essentials. In essence, Small World Marketing equips Langley SEO expert consultation businesses with the SEO basics: optimizing website structure and content, understanding the importance of mobile optimization, focusing on user experience, and building a strong backlink profile. They advise businesses to create content that's easily digestible on smaller screens, with larger fonts, accessible menus, and touch-friendly buttons. Another success story comes from a boutique clothing retailer. Yahoo SEO Langley

Through this meticulous and innovative use of AI, Small World Marketing is redefining how brands connect with their audiences in the digital age. Recognizing the power of compelling storytelling and valuable information, they've turned their attention to content creation and marketing as pivotal strategies for their clients' success. Overstuffing content with keywords can lead to penalties from search engines, whereas too few may not provide enough signals to index the content correctly. Moreover, video content is becoming indispensable for SEO success.

This approach not only aids in quicker navigation but also boosts the site's SEO, as search engines favor websites that are easy to crawl and understand.

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They use a suite of tools to track keyword rankings, website traffic, user engagement, and conversion rates. Small World Marketing's expertise in this area means they can adjust strategies in real-time, ensuring their clients' websites don't suffer from sudden drops in rankings due to algorithm updates. They focus on refining keyword selection, ensuring content relevance and freshness, and enhancing website structure for better user experience.

The result was a 200% increase in lead generation within the first quarter post-implementation, drastically reducing their customer acquisition costs. They know that users expect fast-loading pages and won't hesitate to leave a site that keeps them waiting. Advanced Langley SEO expert consultation SEO services recognize that each business's growth journey is unique. By deploying localized content strategies that resonate deeply with the target audience.

Langley content marketing

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 Digital Marketing SEO Solutions

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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Langley SEO expert consultation's experts craft customized SEO strategies, ensuring each client's unique needs are met with tailored keyword optimization. Each tag is meticulously crafted to boost relevance and attract the target audience, thus driving more traffic and enhancing digital success. This forward-thinking mindset has been key to their sustained success. They don't stop at surface-level analysis.

They're integrating innovative marketing strategies with AI-driven growth, setting a new standard in the industry. This strategy not only boosts visibility but also fosters a more interactive relationship between businesses and their audience. Additionally, Small World Marketing utilizes caching strategies, allowing frequently accessed data to be stored locally in a user's device, further improving load times during subsequent visits.

Link-building is another area they focus on for maintenance. Small World Marketing also leverages high-quality photos and videos to make a listing stand out. This means businesses aren't just reaching a broad audience but are targeting potential customers right in their own backyard.

This approach guarantees that clients' digital footprints resonate with both search engines and their target audience. They're creating blog posts, articles, and videos that not only inform and entertain but also solve problems and answer questions. They've also incorporated responsive design techniques, ensuring seamless navigation on any device. Influencer Marketing Langley

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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. This means creating content that not only ranks well in search engine results but also meets the needs and interests of potential customers. With their expertise, you're not just getting an SEO plan; you're getting a roadmap to online success tailored just for you. Building strong local links is a crucial step in leveraging local SEO to enhance a business's visibility and credibility within the community.

They've turned content into a powerful tool for engagement, customer acquisition, and ultimately, business growth. Small World Marketing recognizes that every Langley SEO expert consultation business has unique needs. Their proactive approach to monitoring SEO progress means they can quickly respond to changes, ensuring their clients' websites remain competitive.

Small World Marketing harnesses the power of AI analytics to transform SEO strategies, ensuring businesses stay ahead of the curve.

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This process isn't just about uncovering what keywords are being targeted but understanding the context and intent behind them. By monitoring fluctuations in keyword positions, they identify opportunities for optimization and catch potential issues before they impact visibility.

They've adeptly recognized the unique challenges local businesses face, tailoring their strategies to not only navigate but also to thrive in the digital landscape. This data-driven insight enables them to tailor content that resonates with the target audience, making it more relevant and appealing. These elements not only inform search engines about the page's content but also entice users to click through from the search results.



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This shift from a keyword-centric to a user-centric model marks a significant evolution in SEO practices. This targeted approach ensures resources aren't wasted on ineffective tactics, making customer growth more predictable. This approach not only improves search engine rankings but also increases the relevance of the traffic to the website. They've moved beyond traditional SEO techniques, focusing instead on creating a seamless user experience that not only boosts a site's search engine rankings but also engages and retains site visitors.
Small World Marketing ensures that their clients' sites are responsive, providing an optimal viewing experience no matter the device used. By analyzing vast amounts of data, their technology understands each visitor's preferences, enabling a personalized browsing journey. It's not just about being seen; it's about being seen by the right audience.
It's this meticulous attention to detail and dedication to customization that truly sets Small World Marketing apart. Read more about Langley SEO expert consultation here Perhaps the most impressive case is that of a medium-sized e-commerce platform specializing in sustainable goods. This customized strategy development process ensures that each Langley SEO expert consultation business not only climbs the search engine rankings but does so in a way that enhances its unique brand and meets its specific business objectives.
Moreover, implementing structured data allows search engines to not only crawl but also understand the content of a website better, enhancing visibility in rich snippets and boosting click-through rates. SEO Services Small World Marketing offers a unique opportunity for businesses to leverage AI-driven SEO strategies and gain a competitive edge online.

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Implementing this effectively allows search engines to better understand the context of the content, potentially leading to enhanced visibility and richer search results.

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Local SEO involves several key practices, such as optimizing for Google My Business, which allows a business to appear in local search results and Google Maps. After partnering with Small World Marketing, the café's online visibility skyrocketed, leading to a 70% increase in website traffic and a 50% rise in in-store visits within just six months. Furthermore, collecting and responding to customer reviews demonstrates your engagement and commitment to customer satisfaction, boosting your profile's visibility. During this initial meeting, Small World Marketing's team of SEO experts dives deep into your business's unique needs, goals, and current digital footprint. Small World Marketing's strategies are designed to maximize the effectiveness of each dollar spent, ensuring that businesses see a tangible increase in their revenue over time.

They've developed strategies to tackle these issues head-on, ensuring clients' content stays both fresh and highly visible.

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Link building stands at the forefront of their off-page strategy.

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This involves a meticulous process of vetting potential links to ensure they align with Google's quality guidelines, protecting clients' websites from being penalized. The team crafts descriptions that are clear, engaging, and include targeted keywords to improve click-through rates.

This multi-channel approach ensures that they're not just seen but heard, creating a comprehensive digital presence that's hard to ignore. This led to a noticeable uptick in foot traffic and a 60% growth in online sales, breathing new life into a beloved local institution. This approach helps in retaining visitors, encouraging them to explore more and, ultimately, take desired actions such as making a purchase or signing up for a newsletter. Additionally, their competitive analysis insights allow businesses to outpace their rivals by uncovering and capitalizing on unique opportunities.

Moreover, engaging with the audience plays a crucial role. This not only improves your social media metrics but also positively impacts your SEO, as these interactions signal to search engines that your brand is credible and trustworthy. It's a dynamic process that keeps users coming back for more. Title tags are crucial as they determine the page's title in search engine results.

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They've leveraged the power of SEO, content marketing, and social media to craft a digital presence that's both wide-reaching and impactful. SEO for Mobile Langley Streamlining website navigation significantly enhances user experience, making it easier for visitors to find what they're looking for. They also provide guidance on content creation, ensuring that it's not only SEO-friendly but also engaging and shareable across social media channels. SEO Marketing Langley Small World Marketing's embrace of AI in SEO exemplifies their commitment to innovation and excellence.
AI is enhancing the user experience too. They use large, legible fonts and ensure that buttons and links are spaced adequately, making it easy for users to tap with their fingers. By doing so, Small World Marketing ensures clients' sites stay ahead, attracting more traffic and maintaining high search rankings.
Their approach isn't just about quantity; it's about creating value that stands out in a crowded digital landscape. They're not just creating content; they're curating experiences that attract, engage, and, ultimately, convert. By doing so, they boost the chances of ranking higher in search engine results, directly impacting a website's visibility and success in attracting potential customers.

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Internal linking is another critical focus. In essence, Small World Marketing's approach to ongoing SEO maintenance isn't just about keeping pace; it's about setting the pace in a rapidly changing digital environment, ensuring their clients' businesses thrive online. They argue that knowing how you appear online not only helps in managing reputation but also in refining marketing strategies.

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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

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Common white-hat methods of search engine optimization

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). Search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods and the practitioners who employ them as either white hat SEO or black hat SEO.[51] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[52]

An SEO technique is considered a white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[15][16][53] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[54] although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines or involve deception. One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off-screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between the black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for the use of deceptive practices.[55] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[56]

As marketing strategy

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SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay-per-click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running, and optimizing search engine ad campaigns. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. SEM focuses on prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high-quality web pages to engage and persuade internet users, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58][59] In November 2015, Google released a full 160-page version of its Search Quality Rating Guidelines to the public,[60] which revealed a shift in their focus towards "usefulness" and mobile local search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016, where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[61] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and determine how user-friendly their websites are. The closer the keywords are together their ranking will improve based on key terms.[49]

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[62] Search engines can change their algorithms, impacting a website's search engine ranking, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[63] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[64] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

International markets

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Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[65] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[66] As of 2006, Google had an 85–90% market share in Germany.[67] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[67] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[68] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia, and the Czech Republic, where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[67]

[edit]

On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[69][70]

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[71][72]

See also

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References

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