Langley SEO for Startups

Langley SEO for Startups

SEO for home services

While they shouldn't be your only focus, seeing which keywords you're ranking for can help you understand what's working and where you need to improve. This research forms the foundation of your SEO strategy, guiding content creation, on-page optimization, and link-building efforts. Learn more about Langley SEO for Startups here Next, our team crafts a personalized SEO strategy tailored just for you. Learn more about Small World Marketing here. From Google My Business optimization to local citations and reviews, they know how to boost your local presence, driving more foot traffic through your doors.
Without the right keywords, it's like sending out signals in a language your target market doesn't understand. Think of AI as your personal SEO consultant, constantly sifting through data to find the golden keywords that'll boost your rank. A technically sound website, with fast loading speeds, mobile optimization, and secure connections, not only pleases search engines but also enhances user experience.
These tools will analyze vast amounts of data to identify trends and patterns, ensuring your content ranks higher and reaches the right audience. Mastering local SEO is crucial for businesses like yours aiming to stand out in the Langley SEO for Startups market. A 300% increase in organic traffic and a 150% surge in sales within the first year.
You're creating gateways for potential customers to stumble upon your services.

Langley SEO for Startups - Black-hat SEO risks

  1. Mobile SEO optimization
  2. SEO for medical practices
  3. SEO for travel agencies
  4. SEO for local businesses
  5. SEO reporting and analytics
  6. SEO for franchises
  7. SEO for affiliate marketing
  8. Local SEO services
  9. SEO for YouTube channels
  10. SEO-friendly website design
  11. SEO for contractors
  12. SEO agency
  13. PPC advertising
  14. SEO trends and updates
  15. SEO for bloggers
  16. SEO for pest control companies
  17. Link building services
Firstly, it's crucial to understand that keyword optimization isn't just about stuffing your content with as many keywords as possible. Plus, our support team is just a call away for any questions or adjustments you might want to make.

Start by identifying long-tail keywords specific to your local market. By focusing on the local aspect, you're not just another face in the digital crowd; you're a prominent local business. Initially, SEO was all about cramming keywords into your web pages, hoping to trick search engines into ranking your site higher. You'll quickly find that this blend not only streamlines the optimization process but also enhances the accuracy and effectiveness of your strategies. They're always on the cutting edge, using the latest SEO techniques and tools to ensure your business ranks high on search engine results pages.

In today's digital landscape, this means understanding the nuances of their online behavior and preferences. With Small World Marketing's expansion, you're now equipped to not just participate in the digital age but to lead the charge. Think about what you'd type into Google if you were in their shoes. By aligning our strategies with your business goals, we ensure that every SEO move we make not only boosts your online presence but also drives tangible results.

Langley SEO for Startups - SEO for bloggers

  • SEO for contractors
  • SEO agency
  • PPC advertising
  • SEO trends and updates
  • SEO for bloggers
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
  • SEO for cleaning services
  • SEO for startups
  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting


Whether you're a small local business or a growing enterprise, they've the flexibility and expertise to scale their services to your needs. Moreover, predictive analytics helps you identify potential market shifts, enabling you to adjust your strategy proactively. AI tools can unearth long-tail keywords that are relevant but less competitive, ensuring your content stands out. Within months of implementing tailored SEO tactics, they experienced a 60% rise in online sales and doubled their social media following.

But they don't stop there. That's powerful. You'll find them constantly staying ahead of the curve, implementing the latest SEO trends and techniques. Initially, they were straightforward, focusing mainly on keywords and direct matches.

SEO Packages Langley

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

SEO Marketing Agency Langley

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.

Best SEO Company Langley


Citations and other links

Results-Driven SEO Company Langley SEO for Startups

Moreover, their transparent reporting keeps you in the loop. This approach not only boosts your visibility but also establishes your brand as an authority in your field. Prompt your customers to leave feedback on Google or other relevant platforms, responding professionally to both positive and negative reviews. In the digital jungle of Langley SEO for Startups, Small World Marketing emerges as the lion, king of the SEO savannah, offering you unrivaled expertise and customized strategies that are as unique as your business. This makes other websites more likely to link to your content naturally.

It's about predicting user intent and providing value that keeps them engaged and coming back. They dive deep into search trends, understand the local competition, and pinpoint what your customers really want. Next, consider Langley SEO for Startups's boutique clothing store, Threads of Green. Boosting your online visibility is crucial for standing out in Langley SEO for Startups's competitive digital landscape.

Langley SEO for Startups - SEO meta tags optimization

  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
  • SEO for local businesses
  • SEO reporting and analytics
  • SEO for franchises
  • SEO for affiliate marketing
  • Local SEO services
  • SEO for YouTube channels
  • SEO-friendly website design
  • SEO for bloggers
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
  • SEO for cleaning services
  • SEO for startups


Emma and Mike didn't just follow generic advice; they adapted their approaches to resonate with Langley SEO for Startups's unique market. Have you ever wondered if the theory that specialized SEO services can significantly boost your customer base holds any water? Link building is another critical component of our SEO strategies.

Langley SEO for Startups - SEO meta tags optimization

  1. SEO for home services
  2. SEO meta tags optimization
  3. Website optimization
  4. SEO for service providers
  5. SEO for podcasts
  6. SEO title and description optimization
  7. Black-hat SEO risks
  8. SEO for contractors
  9. SEO agency
  10. PPC advertising
  11. SEO trends and updates
  12. SEO for bloggers
  13. SEO for pest control companies
  14. Link building services
  15. Search engine optimization
  16. SEO for roofing businesses
  17. SEO campaign management
  18. SEO for cleaning services
  19. SEO for startups
And let's not forget the importance of backlinks.

See where they're outranking you and why, then adjust your approach accordingly. By consistently creating and marketing high-quality content, you'll attract more traffic to your website and ultimately, boost your business. That's the power of Small World Marketing. With more people using voice assistants for internet searches, they ensure your content is primed for this shift, making you accessible no matter how your audience decides to search.

Results-Driven SEO Company Langley SEO for Startups
SEO analytics Langley SEO for Startups

SEO analytics Langley SEO for Startups

They'll sit down with you, assess your current strategy, and identify areas for improvement. You'll learn how your website's ranking is improving, which keywords are driving traffic, and how your overall online presence is growing. SEO for pest control companies Think about it; you're not just hiring them for their strategies, but for the outcomes they reliably deliver.

Langley SEO for Startups - SEO meta tags optimization

  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
  • SEO for local businesses
  • SEO reporting and analytics
  • SEO for franchises
  • SEO for affiliate marketing
  • Local SEO services
  • SEO for YouTube channels
  • SEO-friendly website design
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
It's not just about stuffing your content with random terms; it's about understanding what your target audience is searching for and how they're searching for it.

But it's not just about attracting visitors. Moreover, AI assists in optimizing your website's technical SEO. As search algorithms evolve, so should your SEO tactics.

Building on their proactive approach, Small World Marketing crafts customized SEO strategies that align perfectly with your business's unique needs and goals. Moreover, understanding voice search and mobile optimization has become essential. SEO for podcasts Large blocks of text and complex images that work well on desktop can be overwhelming on a smaller screen.

You'll receive regular updates and transparent reports, so you're always in the loop. They're using this technology to craft content that resonates with you, ensuring that when you're searching for services or products, their websites appear right at the top. Start by claiming your Google My Business listing, ensuring your business's name, address, and phone number (NAP) are consistent across all platforms.

Real Estate SEO Services in Langley SEO for Startups BC

They're continuously experimenting with new strategies, from schema markup to advanced link-building techniques, ensuring that your business isn't just competing but leading the pack. It's no longer enough to think about how someone might type a query into a search bar; you've got to consider how they'll speak it into their device or search on the go. At Small World Marketing, we develop comprehensive SEO strategies that are meticulously designed to enhance your website's visibility and drive more traffic.

Langley SEO for Startups - SEO for contractors

  1. Digital marketing agency
  2. SEO for restaurants
  3. Google ranking services
  4. SEO copywriting
  5. Mobile SEO optimization
  6. SEO for medical practices
  7. SEO for travel agencies
  8. SEO for local businesses
  9. SEO reporting and analytics
  10. SEO for franchises
  11. SEO for affiliate marketing
  12. Local SEO services
  13. SEO for YouTube channels
  14. SEO-friendly website design
  15. Website optimization
  16. SEO for service providers
  17. SEO for podcasts
  18. SEO title and description optimization
  19. Black-hat SEO risks
We'll pinpoint the exact steps needed to boost your website's visibility and attract more customers. This makes you visible on Google Maps and local search results.
This leads to content that resonates more effectively with your target audience, ensuring that every blog post, article, or webpage you publish is a step ahead of the competition. Google and other search engines prioritize sites that provide a good user experience. It's a win-win: they get to fix a site issue, and you score a backlink. It's about creating a digital footprint that resonates with the community and elevates your brand.
During this meeting, we'll dive deep into your business goals, target audience, and current online presence. Maybe your landing page isn't as compelling as you thought, or perhaps a specific keyword isn't performing as well as others. Plus, chatbots and virtual assistants powered by AI can provide instant support, answering questions and guiding users through their journey on your site. You're not just getting a one-size-fits-all approach; you're getting a tailored strategy that aligns with your specific goals and industry requirements. Read more about Langley SEO for Startups here
You'll see AI assist in content creation, making it easier to produce material that's not only SEO-friendly but also highly engaging for your target audience. You're not just trying to impress a search engine anymore; you're engaging in a sophisticated dance with an AI that understands and anticipates user behavior. Such collaborations are viewed favorably by search engines and potential customers alike, as they demonstrate your active participation and commitment to the local community.

Langley SEO for Startups - Search engine optimization

  • SEO for cleaning services
  • SEO for startups
  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
  • SEO for local businesses
  • SEO reporting and analytics
  • SEO for franchises
  • SEO for affiliate marketing
  • Local SEO services
  • SEO for YouTube channels
  • SEO-friendly website design
  • SEO campaign management
Imagine your social media profiles as extensions of your website, serving to attract and funnel potential customers to your products or services.

Real Estate SEO Services in Langley SEO for Startups BC
Langley SEO for Startups SEO link building

You're facing the challenge of keyword saturation? Small World Marketing knows the game of content creation and management inside out. Search engines now prioritize sites that provide value, are easy to navigate, and answer your queries effectively.

Langley SEO for Startups - SEO for podcasts

  1. SEO for roofing businesses
  2. SEO campaign management
  3. SEO for cleaning services
  4. SEO for startups
  5. Digital marketing agency
  6. SEO for restaurants
  7. Google ranking services
  8. SEO copywriting
  9. Mobile SEO optimization
  10. SEO for medical practices
  11. SEO for travel agencies
  12. SEO for local businesses
  13. SEO reporting and analytics
  14. SEO for franchises
  15. SEO for affiliate marketing
  16. Local SEO services
  17. SEO for YouTube channels
  18. SEO-friendly website design
  19. SEO for roofing businesses
  20. SEO campaign management
By leveraging SEO alongside these platforms, you're ensuring that your business is visible, accessible, and appealing to your ideal customer, no matter where they're searching. They're all about setting you apart from the competition, emphasizing your unique selling points in a way that speaks directly to your ideal customers.

Langley SEO for Startups - SEO for pest control companies

  • SEO-friendly website design
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
  • SEO for cleaning services
  • SEO for startups
  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
  • SEO for local businesses
  • SEO reporting and analytics
  • SEO for franchises
  • SEO for affiliate marketing
  • Local SEO services
  • SEO for YouTube channels
  • SEO-friendly website design


You're not just throwing content into the void; you're strategically placing it where it'll shine the brightest. At Small World Marketing, we customize SEO strategies to fit your business's unique needs, ensuring you stand out in a crowded market. SEO for contractors These stories aren't anomalies. If they're met with slow loading times or a layout that's hard to navigate, they'll quickly move on to your competitor's site.

They're using data-driven insights to ensure your website climbs the search engine rankings and reaches the people most likely to convert into customers. By leveraging such strategic partnerships, you're not just improving your SEO performance but also enhancing your brand's visibility and reputation. You also need to make sure your site's design is responsive, meaning it automatically adjusts to fit the screen size of the device it's being viewed on. Instead of a one-size-fits-all approach, they understand that your business requires a strategy that aligns with its unique brand, market position, and objectives.

You're not just another statistic in a global digital marketing scheme.

Langley SEO for Startups - Black-hat SEO risks

  • SEO for contractors
  • SEO agency
  • PPC advertising
  • SEO trends and updates
  • SEO for bloggers
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
  • SEO for cleaning services
  • SEO for startups
  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
Langley SEO for Startups's digital landscape is now a dynamic, interactive space where businesses and customers connect like never before, all thanks to AI-driven SEO strategies. It's about boosting your site's reputation and authority, making it more attractive to search engines and users alike. By doing so, they're able to tailor an SEO strategy that's as unique as your business, driving more relevant traffic to your website and increasing your online visibility.

SEO for lawyers Langley SEO for Startups

Take, for instance, Emma's boutique, which saw a 150% increase in online sales within months of revamping its SEO strategy. You'll feel listened to, supported, and valued every step of the way, with transparent communication and reports that make sense. After understanding the key metrics of SEO success, it's crucial to explore how artificial intelligence is set to redefine optimization strategies. It's all about optimizing your online presence to appear in local search results, ensuring that when potential customers in your area search for products or services you offer, you're right there on top.
You'll not only meet your audience's needs more effectively but also outmaneuver competitors by innovating based on foresight, not just hindsight.

Langley SEO for Startups - Link building services

  • SEO for local businesses
  • SEO reporting and analytics
  • SEO for franchises
  • SEO for affiliate marketing
  • Local SEO services
  • SEO for YouTube channels
  • SEO-friendly website design
  • SEO for podcasts
  • SEO title and description optimization
  • Black-hat SEO risks
  • SEO for contractors
  • SEO agency
  • PPC advertising
  • SEO trends and updates
  • SEO for bloggers
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
This insight lets you craft strategies that resonate with your target market, ensuring your content isn't only seen but also engages and converts. You can't expect a single piece of content to carry your entire SEO strategy.
This process involves keywords, content quality, site speed, mobile-friendliness, and many other factors that search engines consider when determining your site's position. By tailoring your SEO strategies to reflect the unique interests and needs of your audience, you're not just another face in the crowd; you become a trusted advisor.

Langley SEO for Startups - SEO trends and updates

  1. SEO for franchises
  2. SEO for affiliate marketing
  3. Local SEO services
  4. SEO for YouTube channels
  5. SEO-friendly website design
  6. SEO trends and updates
  7. SEO for bloggers
  8. SEO for pest control companies
  9. Link building services
  10. Search engine optimization
  11. SEO for roofing businesses
  12. SEO campaign management
  13. SEO for cleaning services
  14. SEO for startups
  15. Digital marketing agency
  16. SEO for restaurants
You'll see your site's loading times decrease significantly.
Personalization boosts your SEO efforts by ensuring that the content you produce is highly relevant and valuable to your audience, making them more inclined to share it. The use of AI in understanding peak dining times and customer preferences allowed for targeted promotions, significantly boosting their bottom line. Moreover, by monitoring your performance regularly, we can swiftly adjust our tactics in response to any changes in search engine algorithms or shifts in your market's landscape.

Explore Langley SEO for Startups here

Langley SEO for Startups - SEO for home services

  • SEO-friendly website design
  • PPC advertising
  • SEO trends and updates
  • SEO for bloggers
  • SEO for pest control companies
  • Link building services
  • Search engine optimization
  • SEO for roofing businesses
  • SEO campaign management
  • SEO for cleaning services
  • SEO for startups
  • Digital marketing agency
  • SEO for restaurants
  • Google ranking services
  • SEO copywriting
  • Mobile SEO optimization
  • SEO for medical practices
  • SEO for travel agencies
  • SEO for local businesses
  • SEO reporting and analytics
SEO for lawyers Langley SEO for Startups

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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Other uses

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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

[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

[edit]

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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