What Is SEO?
November 19, 2009 by Carey Lim
Filed under Internet marketing
A search on any search engine for a popular keyword displays thousands, if not hundreds of thousands of results. In this scenario, the techniques which enable a company to be displayed in the first few results for a query using a particular word is called Search Engine Optimization or SEO. The reason behind the growing popularity of SEO in last few years is that the appearance of the website in top search results helps in attracting more visitors to it, which very often converts into more business.
SEO can be divided into black hat SEO and white hat SEO. The tools applied in black hat SEO for ensuring a place for the website in the top results are not seen as fair practices. In contrast, white hat SEO abides by all the rules laid down by the search engines and concentrates on the methods which are largely accepted.
In order to understand the relevance of a web page for a particular keyword, search engines traditionally used the page’s Meta data, which is inserted into the code of the page by website managers or developers. But, nowadays, most search engines have started using complicated algorithms which evaluate over two hundred different factors to rank search results.
SEO consultants continuously try to guess the significance of different factors that play a part in the search algorithms and stay up to date with the changes that search engines make. This information assists them in updating the SEO tactics for their clients to propel them to figure in top results of well known keywords. For the earlier algorithms, which utilized just the Meta data and web site content, the optimization method used was to bring the concentration of a keyword on the page to a proper level and managing the Meta tags of the page.
Although these factors are still quite significant, search engines now give a lot more priority to the popularity of a web page. The popularity of a web page is estimated based on how many inbound links it has from other web pages. This method is democratic in essence, where each link is like a vote for the specific web page. Due to this significant change, SEO now also entails a lot of offsite tactics like distributing free content to get inbound links, and developing an extended presence through blogs and other types of social media.
You must always remember that SEO is an ongoing and dynamic process. SEO strategies are always getting updated to the changes happening in the field of online search. This is what makes utilizing the services of an expert SEO consultant so vital.
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