fluid web design Langley

fluid web design Langley

Web template system

By honing in on specific interests and values, companies in fluid web design Langley aren't only capturing attention but fostering loyalty and community. They don't just create a website; they ensure it's optimized for your target audience, leading to higher engagement, increased traffic, and, ultimately, more conversions. Learn more about fluid web design Langley here They understand that your website isn't just the face of your business online; it's also a prime target for cybercriminals. By opting for a custom web design, you're not just getting a unique look; you're also setting up your business for success in the local market. Web standards Visual trends are also evolving rapidly.
You need to understand the unique preferences, behaviors, and needs of your local clientele to tailor your offerings effectively. Learn more about Web Design Langley here. First, head to their website and fill out the contact form.

Fluid web design Langley - Design methods

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They ensure you're part of the process, from initial concepts to final designs, making adjustments based on your input. Design management A clean, navigable design helps users find what they're looking for, reducing bounce rates and signaling to search engines that your site is of high quality. Design–build
What lies ahead is a journey through understanding these packages' potential, their custom features, and how they can serve as the cornerstone of your online strategy. These case studies prove the agency's expertise in not just designing visually appealing websites, but creating digital ecosystems that foster business growth. Moreover, optimizing images and ensuring your site is mobile-friendly are key aspects where SEO and design collaborate to not just attract visitors but keep them there. You'll see websites becoming more interactive, responsive, and personalized, thanks to AI's ability to understand and predict user behavior.
By leveraging the latest SEO techniques and social media trends, they ensure that your brand stands out and captures the attention it deserves. Moreover, tracking the success of your changes over time gives you a clear picture of what works and what doesn't. From understanding the role aesthetics play in SEO to adapting to constant algorithm changes, there's a whole world behind the scenes that's crucial to your website's success. Moreover, AI simplifies the design process by offering predictive design options, automating code generation, and ensuring that websites are optimized for SEO from the get-go.

Building on these success stories, it's crucial for fluid web design Langley businesses to embrace innovation to secure their future in a rapidly changing market. It's like having a personal shopper who knows your style, or a concierge who anticipates your needs before you even articulate them. They've structured their web design packages to ensure you get the most bang for your buck, making it an attractive choice for fluid web design Langley companies, both big and small. Building on their transformative design strategies, Small World Marketing amplifies your site's appeal by integrating AI for unmatched personalization.

Building on their expertise in SEO, Small World Marketing also integrates your site with social media to amplify your online presence even further. You'll see a push for more intuitive navigation, readable fonts, and color contrasts that meet or exceed accessibility standards. web engineering This shift emphasizes the importance of semantic search and natural language processing in web design.

They had a vision but lacked the online presence to match. This isn't just about having a pretty interface; it's about ensuring every element works towards a common goal: satisfying user needs. First off, look at your site's traffic sources.

Fluid web design Langley - Design–build

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By incorporating AI into your web design strategy, you're ensuring your website isn't just surviving the digital evolution but leading it. That's why we're harnessing the power of AI to bring innovative, bespoke web solutions that not only look stunning but also perform exceptionally. As your site attracts more visitors, continuous learning algorithms meticulously analyze how these visitors interact with your content.

Langley front-end developers

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

Web development services Langley

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.

Citations and other links

Leading web design agency fluid web design Langley

That's the power Small World Marketing is harnessing for businesses in fluid web design Langley. Mobile optimization involves a variety of strategies, including responsive design, which ensures your website adjusts smoothly to any screen size. You're not guessing what works; you're applying precision to your creative endeavors. Engineering design process After collaborating with Small World Marketing, they saw a complete turnaround. These aren't just numbers on a page; they're real businesses in your community that have seen tangible growth and success. Design
You're not just keeping up with the times; you're setting the pace.

Fluid web design Langley - Web standards

    Instead, they craft bespoke designs that resonate with your brand identity and speak directly to your target audience. Making your site accessible not only broadens your audience but also demonstrates your commitment to inclusivity.

    Fluid web design Langley - web engineering

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    Lastly, ensure your website is mobile-friendly.
    Your content's structured in a way that search engines understand, using proper headings, meta tags, and alt text for images. You can reduce load times by compressing images and leveraging browser caching. This approach involves implementing advanced coding practices, choosing the right hosting solutions that can scale, and utilizing content delivery networks (CDNs) to speed up load times globally. Web development Read more about fluid web design Langley here This automation frees up time for the creative aspects of web design, allowing for a focus on innovation and user experience.
    This knowledge allows you to tailor your site not just to your vision but to your audience's actual needs. Their commitment to transparency and communication means you're never in the dark about where your investment is going.

    Fluid web design Langley - Web template system

    • Design
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    To truly excel in fluid web design Langley's dynamic business environment, it's crucial to grasp the unique needs and preferences of its local market. With Small World Marketing, you're assured a partnership that values your individuality, ensuring your online presence is as unique as your business.

    Leading web design agency fluid web design Langley
    fluid web design Langley WordPress site experts

    fluid web design Langley WordPress site experts

    This level of care and attention is why fluid web design Langley companies are increasingly turning to them for web design and digital marketing needs. Switch to a laptop, and the layout expands, utilizing the additional screen real estate for detailed visuals and interactive elements. You'll find that testimonials serve as social proof, a powerful tool in persuading others to take action. From predictive search functions to AI chatbots ready to assist, your website won't only meet current expectations but set new standards. That's what you get when you harness their technical expertise.

    Recognizing the pivotal role of web design in digital marketing, Small World Marketing has crafted a vision that aims to redefine the online landscape for businesses in fluid web design Langley. You can start by feeding the AI system with as much specific and high-quality data as possible. Don't overlook the importance of intuitive navigation. The AI-driven site anticipates your needs, offering thumb-friendly navigation and prioritizing content based on your browsing behavior.

    Building on the key principles of Small World Marketing's strategy, it's crucial to explore how aesthetics significantly influence SEO effectiveness. Moreover, AI-driven design tools can predict trends, keeping your website not just current but forward-thinking. Attending these sessions can provide you with a solid foundation. They've harnessed AI to grasp the nuances of what makes a website not just good, but great, focusing on speed, responsiveness, and ease of use.

    Embracing Small World Marketing's web design services means you're ready to set your fluid web design Langley business apart in the digital landscape. Moreover, optimizing your site for mobile devices isn't optional anymore. Small World Marketing's team vigilantly monitors for any vulnerabilities, applying necessary patches and updates to keep your site secure against threats. If customers can't find what they're looking for easily, they'll leave.

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    Mobile-friendly fluid web design Langley web studios

    It's also about fast loading times; mobile users are notoriously impatient, and if your site doesn't load within a few seconds, you're likely to lose them. Tasks that once took hours, like coding for responsive design or optimizing for search engines, are now more automated, allowing for quicker turnaround times. Content marketing is another area they shine in. That's where we're headed with AI-driven aesthetics. From the color scheme and layout to the functionality and content strategy, every element is meticulously designed with your business objectives in mind.

    Whether you're a startup or an established business looking to refresh your online presence, their approach is designed to elevate your brand and connect you more deeply with the local community. They leverage this insight to craft websites that resonate with the community, ensuring your message hits home. Many online platforms and forums discuss the latest changes in search engine algorithms. Moreover, they've got an eye on the future, incorporating features that anticipate user needs. Design science

    Or the boutique fitness studio that's now reaching a wider audience, thanks to a more intuitive and accessible website. That's why they're dedicated to making sure websites aren't just mobile-friendly but are designed with mobile users at the forefront. You'll find that their team dives deep into understanding your business goals, target audience, and industry nuances.

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    Understanding your website's usability is key to unlocking the full potential of your online presence.

    This AI-responsive integration marks a significant leap forward in web design, making digital spaces more accessible, user-friendly, and personalized than ever before. Prioritizing your website's user experience, Small World Marketing ensures visitors navigate your site with ease, boosting satisfaction and engagement. Imagine a website that adapts in real-time to user behavior, offering tailored content and suggestions. This means you're not just getting a static website; you're getting a smart, evolving platform that grows with your audience.

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    Once the design is finalized, the development phase kicks off. By leveraging dynamic design, you're not just future-proofing your website; you're setting the stage for a more engaging, efficient, and personalized user experience that keeps visitors coming back for more. Let's dive into how these services have turned local ventures into thriving successes. The success stories emerging from fluid web design Langley are a testament to their effectiveness.

    By making your website the cornerstone of your online marketing efforts, you're setting the stage for sustained growth and engagement. But how exactly does Small World Marketing craft these unique online identities, and what are the key principles behind their strategy? By embracing cutting-edge designs and integrating advanced functionalities, you're not just setting up a digital storefront. Web template system

    You'll notice that their approach to web design doesn't force you to choose between speed and specificity. This approach signals to search engines like Google that your site is a credible resource, deserving of a top spot in search results. This adaptive approach not only improves your satisfaction but also encourages longer, more engaging visits.

    The agency revamped their website, focusing on user experience and SEO optimization. Also, it's vital to focus on creating high-quality content. Regularly updating your website with relevant, keyword-rich content will help you rank higher in search engine results.

    Affordable web development fluid web design Langley

    Moreover, their tailored solutions go beyond the initial launch. Moreover, they deploy regular malware scans and have a system in place for immediate threat detection and removal. They're not just about creating websites; they're about building online identities that stand out in a crowded market. Imagine you're on a smartphone. Design methods You can adjust your layout, content, and navigation accordingly, ensuring a smoother, more engaging experience for every visitor. Web standards
    And in a digital landscape where user expectations are always climbing, that's a significant edge. Fast loading times, responsive design, and accessible content aren't just buzzwords; they're essentials that define the quality of user experience. This holistic approach to web design ensures that your digital footprint isn't just visible, but impactful. Mobile optimization has become non-negotiable, as more people use their smartphones to browse the internet.
    This means your website comes to life faster and with fewer bumps along the way. We understand that your business isn't just another entity in the market-it's a reflection of your vision and values. By tailoring solutions that resonate with local markets while incorporating global best practices, they've mastered the art of striking the right balance. Innovative web design means your site adapts in real-time, offering personalized experiences to visitors.
    By redesigning their website for better user experience and implementing a content marketing strategy focused on thought leadership, the agency helped them achieve a 75% uptick in qualified leads. There's no magic bullet for SEO success. They demonstrate a clear understanding of how to leverage web design and digital marketing to meet specific business objectives, making them a valuable partner for businesses looking to thrive online. In a nutshell, Small World Marketing isn't just changing the web design game in fluid web design Langley; it's revolutionizing how local businesses connect with their communities.

    Explore fluid web design Langley here
    Affordable web development fluid web design Langley

    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

    [edit]

    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

    [edit]

    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

    [edit]

    Getting indexed

    [edit]
    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

    [edit]

    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

    [edit]

    A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Page design makes users trust a site and want to stay once they find it. When people bounce off a site, it counts against the site and affects its credibility.[49] Writing content that includes frequently searched keyword phrases so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[50] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. These are known as incoming links, which point to the URL and can count towards the page link's popularity score, impacting the credibility of a website.[49]

    White hat versus black hat techniques

    [edit]
    Common white-hat methods of search engine optimization

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

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

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

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

    As marketing strategy

    [edit]

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

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

    International markets

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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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    Langley may refer to:

    People

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    Places

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    Australia

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    Canada

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    France

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    United Kingdom

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    United States

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    Schools

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    Frequently Asked Questions

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