Advanced SEO services Langley

Advanced SEO services Langley

Search Engine Marketing

These steps ensure visitors can easily find what they're looking for and enjoy content that speaks to them directly. Read more about Advanced SEO services Langley here Every Advanced SEO services Langley company can now dominate their local market, thanks to Small World Marketing's expertise in Local SEO. However, they caution against complacency, emphasizing that it's crucial to monitor these links to ensure they remain active and relevant, as broken or poor-quality links can harm your SEO performance. Learn more about Small World Marketing here. Learn more about Advanced SEO services Langley here Advanced SEO services Langley SEO specialists stress the importance of analytics and performance tracking as essential tools for measuring a website's success. They understand that slow-loading pages are a major deterrent for users, who expect quick and seamless access to information.
They focus on metrics tracking progress, observing how keyword rankings impact visibility, and applying on-page optimization techniques.

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By engaging with target audiences through platforms like Instagram, Facebook, and Twitter, businesses can increase their online presence, driving more organic traffic to their website. Optimizing page load speed is crucial for enhancing website performance and keeping visitors engaged. Having established the vital role of SEO in today's business landscape, it's time to introduce Small World Marketing, the Advanced SEO services Langley-based digital marketing firm at the forefront of crafting these essential strategies.
In today's digital age, understanding SEO's role is crucial. They understand that at its core, SEO involves tailoring website content and structure to meet the criteria set by search engines like Google. They ensure clients' websites not only reach the top but stay there. By doing so, they can make data-driven decisions and adjust strategies in real time.
Small World Marketing specializes in these strategies, tailoring their efforts to meet the unique needs of businesses in Advanced SEO services Langley and beyond. Digital Growth As a result, Small World Marketing's clients see improved engagement metrics, demonstrating the power of well-optimized website navigation in retaining interest and converting visits into actionable outcomes. Small World Marketing also advises on the use of social media to amplify the reach of their content. Small World Marketing is actively working to demystify AI and SEO for their clients, empowering them with the knowledge to make informed decisions about their digital presence.



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It was a straightforward method that often led to content that was hard to read and offered little value to the user. The integration of AI in SEO analytics enables businesses to pinpoint exactly what's working and what isn't. It's about ensuring that when someone's looking for a product or service a business offers, that business's website appears prominently in the search results. Small World Marketing's experts predict that tailoring content to fit natural language questions will become a necessity, not an option.

Small World Marketing's approach is holistic, focusing on both on-page and off-page SEO techniques. By embedding shareable content and integrating social media feeds directly into the sites, they make it easy for visitors to share content, further expanding their clients' digital footprint. They see it as a vital component of their holistic SEO approach, one that enriches their content marketing and strengthens their online presence.

Exploring these questions uncovers the layers of expertise and dedication behind their success stories, revealing insights that could redefine what businesses might expect from their SEO endeavors. They start by optimizing Google My Business listings, ensuring that all information is accurate and up-to-date.

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Harnessing the power of analytics and insights allows Small World Marketing to tailor strategies that precisely meet their clients' needs.

This insight is invaluable for SEO specialists who can use it to optimize content and website structure, ensuring that users find what they're looking for more easily. Small World Marketing is at the forefront, ensuring Advanced SEO services Langley'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. Their strategy includes optimizing header tags to structure content effectively, making it easier for search engines to understand the hierarchy and relevance of the information provided.

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Early European settlement in the area was known as "Innes Corners" (after homesteader Adam Innes); in 1911, the area became known as "Langley Prairie", part of the Township of Langley a.k.a. Langley Township since 1873. Twentieth-century improvements in transportation access, including the construction of the British Columbia Electric Railway in 1910, Fraser Highway in the 1920s, and Pattullo Bridge in 1937, profoundly impacted the area, transforming it from rural into the main urban and commercial core of the Township. In turn, this birthed the need for upgraded and new amenities, especially with respect to health, infrastructure, safety and sanitation.

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Another crucial technique is keyword placement. Their proactive approach to monitoring SEO progress means they can quickly respond to changes, ensuring their clients' websites remain competitive. By leveraging real-time data insights, they can swiftly adapt to market changes, optimizing web presence for their clients. These posts not only provide valuable backlinks but also introduce their clients' brands to a wider audience, driving both traffic and credibility. In essence, understanding SEO basics is crucial because it directly impacts a business's ability to attract and retain customers online.

The team crafts compelling headlines that grab attention and drafts content that adds real value, encouraging readers to stay longer and engage more deeply. SEO Lead Generation Small World Marketing embodies this understanding, leading the way in crafting strategies that not only get businesses noticed but deeply connected with their target audiences. In an ever-evolving digital landscape, businesses must adapt their SEO strategies to remain competitive and relevant. It's a strategic move that sets Advanced SEO services Langley businesses apart in a crowded digital landscape, making them not just findable but also memorable.

They understand that a business's digital presence isn't limited to its website, and they leverage various external factors to improve search engine rankings and drive traffic. They understand that what works for one company may not work for another, necessitating a bespoke solution for each. Small World Marketing's approach to crafting unique strategies hinges on its team's ability to blend creativity with analytical prowess. They understand that content isn't just king-it's the entire kingdom.

They understand that social media isn't just an extension of one's digital persona; it's a vital tool for real-time communication and brand promotion. By digging deep into data, Small World Marketing identifies what's working and what isn't, enabling businesses to pivot or double down on strategies with proven success. Social media engagement is another vital component. Through AI, they're unlocking the full potential of SEO, driving traffic, engagement, and growth for local companies.

Leading SEO firms in Advanced SEO services Langley
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Advanced SEO services Langley Digital Marketing Solutions

Predictive analytics is another area where AI is making a significant impact. By analyzing vast amounts of data, these tools pinpoint the most effective keywords for targeting specific audiences. One key to Small World Marketing's success is their emphasis on crafting personalized SEO strategies tailored to each client's unique needs and goals. By diving into the specifics of a company's target audience, market position, and long-term objectives, they develop custom SEO strategies that align with these factors.

Small World Marketing also leverages high-quality photos and videos to make a listing stand out. In essence, Small World Marketing's approach to social media integration isn't just about increasing followers or engagement rates. This agility maximizes the effectiveness of their marketing campaigns, as they're always tuned to the current digital environment.

They focus on creating compelling content that naturally attracts backlinks. Their strategy involves a mix of optimizing existing content for search engines and creating new, engaging content that resonates with the target audience. SEO Best Practices Furthermore, Small World Marketing utilizes AI for smarter keyword analysis.

This approach ensures that clients not only achieve but sustain top rankings in search engine results, driving continued growth and success in the digital realm. By producing timely and relevant content, Small World Marketing positions its clients as thought leaders in their respective industries. SEO Growth Small World Marketing's local SEO services are designed to align with each client's unique needs, ensuring strategies are as diverse as the businesses they serve.



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It's about creating quality content that genuinely serves users' needs, understanding the intent behind searches, and ensuring websites are technically sound and user-friendly. With a focus on precision and efficiency, their team regularly audits websites to identify any SEO gaps or opportunities for further growth. They recognize that a one-size-fits-all approach doesn't cut it in the competitive digital landscape. Small World Marketing often emphasizes the importance of incorporating local keywords into your content strategy to boost your business's online visibility in specific geographic areas. AI technologies, such as machine learning algorithms and natural language processing, are now at the forefront of digital marketing, offering tools for predictive analytics, customer segmentation, and automated content creation. SEO Workshops

AI's capability to analyze vast datasets empowers companies to tailor their marketing strategies with unprecedented precision. Their method involves building quality backlinks, integrating social media, and providing ongoing maintenance, which together pave the path for significant visibility and success in the digital realm.

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Small World Marketing understands that a successful keyword selection strategy isn't just about identifying popular search terms; it's about finding the perfect balance between high search volume and low competition. Metadata optimization is another critical area they tackle, optimizing titles, descriptions, and tags to accurately reflect the site's content.

They've mastered the art of creating custom SEO approaches that resonate with their clients' goals. Integrating these keywords naturally into website content, meta descriptions, and titles can significantly enhance a business's presence in local search results. They understand that a one-size-fits-all strategy doesn't cut it in the competitive world of online marketing. By doing so, they've mastered the art of making every blog post, article, and social media update work harder to drive traffic and conversion.

Whether it's a customer review, a blog post, or a social media update, it shapes public perception. Small World Marketing stands out in Advanced SEO services Langley for its innovative SEO strategies that are tailored to each business's unique needs. This forward-thinking mindset resonated with businesses in Advanced SEO services Langley, who were eager to improve their online visibility and reach. They recommend conducting thorough research to identify the most effective local keywords, including city names, local landmarks, and service-specific terms.

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Advanced SEO services Langley SEO Marketing Specialists

Small World Marketing recognizes that every Advanced SEO services Langley business has unique needs. They've mastered the art of making brands stand out, ensuring that their clients' online presence isn't just noticeable but memorable. Now, even the smallest business can harness the power of AI to tell its story, connect with its community, and grow its footprint in the digital ecosystem. Businesses must adapt to these trends to ensure their visibility and relevance in the local market. By compressing images, leveraging browser caching, and minimizing code, they significantly reduce load times, thereby reducing bounce rates and improving overall engagement.

Building on the foundational importance of SEO, Small World Marketing adopts a distinct approach that sets businesses apart in the digital landscape. Additionally, incorporating local keywords into a business's website content can significantly boost its search rankings for those living nearby. The specialists at Small World Marketing understand this and employ comprehensive strategies to pinpoint keywords that resonate with their client's target audience. Whether you're looking to improve your site's ranking, increase traffic, or boost conversions, they've got the expertise to make it happen.

As these trends continue to evolve, Small World Marketing remains at the forefront, helping businesses in Advanced SEO services Langley and beyond navigate the ever-changing SEO landscape. They use large, legible fonts and ensure that buttons and links are spaced adequately, making it easy for users to tap with their fingers. Their approach to content creation is methodical and data-driven, focusing on delivering measurable results. SEO and Web Design This approach not only elevates their clients' rankings but also establishes them as trusted authorities in their niche.

They're not afraid to experiment with different formats and platforms to see what works best for each brand. Website Traffic This ability allows Small World Marketing to tailor SEO strategies that align perfectly with search engine algorithms, propelling their clients to the top of search results. Why is it crucial to grasp the basics of SEO in today's digital landscape? Performance tracking also extends to assessing the competition. SEO Packages

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Their meticulous attention to navigation details significantly improves user engagement and helps businesses stand out in the digital landscape. Furthermore, AI-driven content creation streamlines the process, making it faster and more efficient.

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They're looking at the long-term impact of their work, aiming to contribute to a sustainable and ethical digital marketing ecosystem. This meticulous process isn't just about finding popular terms; it's about identifying those that align perfectly with each business's unique offerings and goals. They're able to identify long-tail keywords that have high potential but low competition, setting their clients apart from the rest.
While mobile optimization is crucial for reaching a wider audience, it poses unique challenges that businesses must navigate to ensure their websites are fully accessible on smartphones and tablets. Small World Marketing emphasizes the importance of analyzing SEO performance to optimize Advanced SEO services Langley businesses' online visibility. This involves a meticulous blend of keyword research, content creation, and technical website optimizations. By doing so, they maximize the impact of their clients' social media efforts, driving more traffic to the website and, ultimately, increasing conversion rates.
Small World Marketing helps businesses maintain a steady flow of content, ensuring they remain relevant and top-of-mind for their audience. They're well aware that in today's fast-paced digital world, a mobile-optimized website isn't just a nice-to-have; it's a must-have. This approach not only improves search engine rankings but also increases the relevance of the traffic to the website. They're aware that content creation for SEO is an ongoing process, not a one-time task.
Whether it's recommending products similar to those previously browsed or presenting articles that align with the user's interests, these strategies ensure that every piece of content feels personally curated. They focus on refining keyword selection, ensuring content relevance and freshness, and enhancing website structure for better user experience. With the majority of searches now conducted on mobile devices, a site must perform flawlessly across all platforms. Search Engine Marketing Moreover, Small World Marketing's agility in responding to algorithm changes is unmatched.

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Langley may refer to:

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Australia

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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]

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

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

See also

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References

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