Search Engine Optimization (Website SEO)
Web optimisation? SEO? Optimising websites to get it listed high on search engine’s(Google) result list,but why? Ultimately, this maximizes the number of visitors to a particular website. If you are an upcoming entrepreneur or even an existing player in the market, SEO is the need of the hour to help your business grow manifolds; this is because the whole world is going online and therefore, online marketing is the most up-to-date form of marketing to market your products/services. Search engines can’t be fooled but our SEO specialists are so search engine smart that they know all the rules and guidelines and then work it their own way by doing effective optimization for the most searched keywords, thereby, giving you great results in a short time. SEO is no magic but if done smartly whereby following the guidelines strictly can really produce magical results.
SEO may target different kinds of search, including image search, local search, video search, academic search, news search and industry-specific vertical search engines. As an Internet marketing strategy, SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content, HTML and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines. Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic
Key factors of Search Engine Optimization
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. Two major directories, the Yahoo Directory and DMOZ both require manual submission and human editorial review. Google offers Google Webmaster Tools, 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. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled
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. 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 be crawled. 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.
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. Writing content that includes frequently searched keyword phrase, 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 meta data, including the title tag and meta description, will tend to improve the relevancy of a site’s search listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls,using the canonical link element or via 301 redirects can help make sure links to different versions of the url all count towards the page’s link popularity score.
White hat versus black hat techniques
SEO techniques can be classified into two broad categories: techniques that search engines recommend as a part of a good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spam indexing is one. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. 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.
An SEO technique is considered white hat if it conforms to the search engines’ guidelines and involves no deception. As the search engine guidelines 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 spiders, 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, 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 text that is hidden, 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 black hat and white hat approaches where the methods employed avoid the site being penalized, however do not act in producing the best content for users, rather entirely focus on improving search engine rankings.Search engines may penalize sites they discover using black 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.
Types of Search Engine Success Factors
- On-The-Page SEO
- Off-The-Page SEO
SEO Factors Work In Combination
No single SEO factor will guarantee search engine rankings. Having a great HTML title won’t help if a page has low quality content. Having many links won’t help if they are all low in quality. Having several positive factors can increase the odds of success while the presence of negative factors can worsen those odds.
On-The-Page SEO Factors
On-The-Page search ranking factors are those that are almost entirely within the publisher’s own control. What type of content do you publish? Are you providing important HTML clues that help search engines (and users) determine relevancy? How does your site architecture help or hinder search engines?
Off-The-Page SEO Factors
Off-The-Page ranking factors are those that publishers do not directly control. Search engines use these because they learned early on that relying on publisher-controlled signals alone didn’t always yield the best results. For instance, some publishers may try to make themselves seem more relevant than they are in reality.
With billions of web pages to sort through, looking only at ‘On-The-Page’ clues isn’t enough. More signals are needed to return the best pages for any particular search.
SEO Violations & Ranking Penalties
Make no mistake; search engines want people to perform SEO because it can help improve their search results. Search engines provide help in the form of guidelines, blog posts and videos to encourage specific SEO techniques.
However, there are some techniques that search engines deem “spam” or “black hat”, which could result in your pages receiving a ranking penalty or, worse, being banned from the search engines entirely.
Violations are generally tactics meant to deceive or manipulate a search engine’s understanding of a site’s true relevancy and authority.
Improper optimization leads to a stage where you are allowing your competition to make more profit at the expense of your business.