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Their journey from traditional SEO techniques to integrating cutting-edge AI tools offers a fascinating glimpse into the future of digital marketing. Website Traffic As a site becomes more user-friendly and content becomes more relevant, businesses see a significant uptick in traffic, engagement, and, ultimately, sales. Small World Marketing stands out in Langley SEO agency contact for its innovative SEO strategies that are tailored to each business's unique needs. Learn more about Langley SEO agency contact here Their team understands that in the digital age, content is king.
They recognize the power of headers to structure content effectively, making it easier for search engines to understand the hierarchy and relevance of information on a page. This approach allowed them to fine-tune their strategies, proving the effectiveness of AI in improving search engine rankings and driving traffic. Learn more about Top-Rated SEO Agency in Langley Township here. This means the site should look and function well on devices of all sizes, from desktops to smartphones.
Small World Marketing leverages cutting-edge technologies to improve website loading times and ensures sites are responsive across all devices, enhancing user experience and supporting SEO efforts. By understanding where competitors are getting their backlinks, Small World Marketing can mimic and surpass their strategies, ensuring their clients stay ahead in the SEO game. Small World Marketing's commitment to these cutting-edge techniques exemplifies their role as pioneers in the SEO field, always looking forward to the next digital breakthrough.
It's a future where decisions are informed, strategies are precise, and success is measurable, setting a new standard for businesses aiming to thrive online. They understand that it's not just about ranking well but providing a great user experience that turns visitors into customers. This involves a meticulous blend of keyword research, content creation, and technical website optimizations.

After optimizing the technical aspects of SEO, Small World Marketing now focuses on crafting and promoting high-quality content to engage Langley SEO agency contact's online audience. The firm's strategic approach involves a deep dive into the intricacies of digital marketing, ensuring that each client's online presence isn't just noticeable but dominant. 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. In essence, Small World Marketing's rise to the top of Langley SEO agency contact's SEO scene wasn't accidental. Moreover, SEO is ever-evolving.

The journey begins with an initial consultation process, ensuring a clear understanding of goals and expectations. AI tools analyze vast amounts of data to identify emerging trends and keywords, ensuring content isn't only relevant but also predictive of future search patterns. 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. In essence, keyword rankings offer a map for navigating the vast, competitive landscape of online marketing.

This proactive approach has cemented their reputation as Langley SEO agency contact's top SEO specialists, capable of driving significant, tangible results in the ever-evolving digital landscape. SEO Tips They focus on creating content that's not only informative but also intriguing and relevant to the target audience. SEO Optimization Small World Marketing leverages this approach to fine-tune their clients' strategies, ensuring they're not just keeping pace but setting the pace. Small World Marketing doesn't just set up Langley SEO agency contact businesses with initial SEO strategies; they're also committed to long-term success.

These success stories in Langley SEO agency contact highlight Small World Marketing's ability to tailor SEO solutions that meet the unique needs of local businesses, proving that with the right strategy, even small businesses can achieve significant digital success. This meticulous approach extends beyond mere selection; they also optimize content structure, metadata, and even image tags to ensure maximum visibility for these carefully chosen terms. They know that mobile users expect quick access to information. This personalized approach ensures that marketing efforts aren't just a shot in the dark but a strategic move towards greater visibility and success.

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Specifically, two issues decided Langley's future. First was street lights, which Langley Prairie argued were needed not only for safety but also progress, yet on which reeve George Brooks declared "not a nickel" would be spent. Second was Langley Prairie's belief that it had neither the political sway nor fair share of municipal services that it deserved relative to its local tax contribution. Langley Prairie by then constituted 20% of the Township's tax base. A referendum on secession was therefore held in September, 1954. It passed with over 85% of the vote. Langley Prairie officially seceded and became the City of Langley on March 15, 1955.

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Local SEO plays a crucial role in boosting a business's online presence, ensuring they stand out in their community. Through AI insights, they're not just following digital trends; they're setting them. SEO Techniques for Businesses Firstly, they ensure the website's design is intuitive and responsive. Building on the foundational importance of SEO, Small World Marketing adopts a distinct approach that sets businesses apart in the digital landscape.

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It's a dynamic, ongoing process that evolves as the market changes and as new opportunities emerge. By leveraging advanced analytics, they identify untapped market segments, tailoring content that resonates with the local audience's needs and interests. SEO for E-commerce They're not just creating content; they're curating experiences that attract, engage, and, ultimately, convert.

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By conducting thorough audits, they identify and fix issues such as slow page load times, mobile incompatibility, and broken links that can hinder a site's ranking potential. Another success story involves a family-owned landscaping company. They know that engaging, informative content is king in SEO, encouraging longer site visits and higher rankings.

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Small World Marketing understands that improving website performance is crucial for keeping visitors engaged. This process involves analyzing search volume, competition levels, and relevance to ensure the keywords selected will drive targeted traffic to their clients' websites. By tailoring their approach to the unique aspects of the Langley SEO agency contact market, Small World Marketing ensures that their clients aren't just visible online, but they're also the first choice for local consumers searching for relevant services or products. Small World Marketing, at the forefront of this initiative, has mastered the intricacies of Langley SEO agency contact SEO, leveraging its unique aspects to propel businesses to the top of search engine results. AI thrives on large volumes of high-quality data to analyze and learn from.

Small World Marketing overhauled their SEO strategy, focusing on niche keywords, and optimizing their site for user experience. The team employs various techniques to reduce loading times, such as optimizing image sizes and leveraging browser caching. At the heart of their offerings is comprehensive keyword research. This proactive approach means their clients' websites never fall behind in rankings, staying ahead of the competition.

They argue that collaborating with complementary businesses and industry influencers not only boosts a site's visibility but also enhances its credibility. One standout example is The Cozy Corner Café, a local favorite that struggled to attract new customers despite its delicious menu and charming ambiance. Small World Marketing steps in as a beacon of hope, harnessing the power of AI and SEO to guide these businesses through murky waters. Their strategy isn't static; it's a dynamic process of constant refinement, ensuring that their clients' content stays ahead in the search engine race.

Within months, the bakery saw a 150% increase in organic traffic and doubled its online sales, illustrating the power of effective SEO strategies. These keywords aren't just randomly chosen; they're strategically selected for their relevance, search volume, and ranking potential. Through targeted SEO practices and AI analytics, the bookstore saw a 90% improvement in its search engine rankings for critical keywords. This meticulous process ensures that the strategies devised aren't only unique but also perfectly aligned with the business's objectives.

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This approach ensures that websites load swiftly, providing a seamless experience for users. Small World Marketing understands this principle deeply, crafting tailored growth approaches for each client. In essence, Small World Marketing leverages content not just as a tool for SEO, but as a means to build meaningful connections with audiences. After partnering with Small World Marketing, the café's online visibility skyrocketed, leading to a 70% increase in website traffic and a 50% rise in in-store visits within just six months.

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SEO today isn't just about stuffing pages with keywords or amassing as many backlinks as possible. Social media usage is on the rise too, with platforms like Instagram and Facebook becoming crucial for brand visibility and customer engagement. Harnessing the power of social media, Small World Marketing creates synergies that amplify their SEO efforts and engage broader audiences.

This forward-thinking mindset resonated with businesses in Langley SEO agency contact, who were eager to improve their online visibility and reach. This process involves examining your market position, target audience, and competitive landscape. They understand that the foundation of a strong online presence begins with a website that's not just visually appealing, but also structured in a way that search engines love.

During this initial meeting, Small World Marketing's team of SEO experts dives deep into your business's unique needs, goals, and current digital footprint. At its core, you'll find seasoned strategists who understand the dynamic nature of search engine algorithms and can predict shifts with remarkable accuracy. This approach not only boosts visibility but also engages audiences more effectively.

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This led to a noticeable uptick in foot traffic and a 60% growth in online sales, breathing new life into a beloved local institution. Through these targeted on-page SEO techniques, Small World Marketing significantly boosts the visibility and user engagement of Langley SEO agency contact businesses online, setting them up for long-term success. This facet of SEO focuses on enhancing a brand's presence outside its website, leveraging various channels to boost its reputation and search engine rankings.
The approach transforms a generic browsing experience into a personalized journey, making users feel understood and valued, which is crucial for fostering brand loyalty in the competitive digital landscape. This approach not only boosts engagement but also increases the likelihood of conversions. These success stories highlight the agency's expertise in navigating the digital landscape to drive growth and success. SEO Specialists In the rapidly evolving world of SEO, AI-driven tools empower marketers to make real-time adaptations.
Another critical area is mobile optimization. Read more about Langley SEO agency contact here This unique blend allows Small World Marketing to offer their clients a competitive edge, ensuring that their online presence isn't just visible, but dominant. Small World Marketing harnesses the power of social platforms to increase brand visibility and engage with potential customers. They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs.
As these businesses climb the search engine ranks, they attract more traffic, leading to increased sales and, ultimately, more jobs. By tailoring their strategies to meet the unique needs of local businesses, they're not just optimizing websites; they're transforming the way companies connect with their communities. This is complemented by a strong focus on building a healthy backlink profile, which significantly boosts the site's authority and search rankings. By leveraging these insights, they're able to craft content that's not only relevant but also timely, ensuring it captures the audience's interest at the right moment.

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Through their innovative SEO strategies, Small World Marketing has catapulted numerous businesses to the forefront of their industries, as evidenced by their compelling success stories and case studies. SEO Network 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. This comprehensive approach ensures that businesses not only keep up with their rivals but also stay one step ahead, driving sustained growth and success in the digital landscape. Their team meticulously optimizes every aspect of a website from its layout to its loading speed, ensuring it's not just mobile-friendly but mobile-optimized.
As AI technology advances, it's paving the way for more sophisticated and efficient strategies. They've recognized that a well-optimized listing can serve as a powerful tool to improve a business's online presence and drive more foot traffic to local storefronts. This approach not only aids in quicker navigation but also boosts the site's SEO, as search engines favor websites that are easy to crawl and understand.
Small World Marketing's expertise shines as they balance incorporating keywords with compelling language that drives clicks. This proactive analysis helps companies stay ahead, ensuring their websites are optimized for both search engines and users. SEO Lead Generation They also optimize headers and content with relevant keywords without overstuffing, maintaining a natural flow that appeals to readers.
By doing so, they boost the chances of ranking higher in search engine results, directly impacting a website's visibility and success in attracting potential customers. Finding the right balance is key to enhancing readability while optimizing for search engines. Small World Marketing's team of experts meticulously crafts websites that seamlessly adapt to any screen size, ensuring a consistent and engaging user experience across all platforms.

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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

[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

[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]

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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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  1. ^ "SEO – search engine optimization". Webopedia. December 19, 2001. Archived from the original on May 9, 2019. Retrieved May 9, 2019.
  2. ^ Giomelakis, Dimitrios; Veglis, Andreas (April 2, 2016). "Investigating Search Engine Optimization Factors in Media Websites: The case of Greece". Digital Journalism. 4 (3): 379–400. doi:10.1080/21670811.2015.1046992. ISSN 2167-0811. S2CID 166902013. Archived from the original on October 30, 2022. Retrieved October 30, 2022.
  3. ^ Beel, Jöran; Gipp, Bela; Wilde, Erik (2010). "Academic Search Engine Optimization (ASEO): Optimizing Scholarly Literature for Google Scholar and Co" (PDF). Journal of Scholarly Publishing. pp. 176–190. Archived from the original (PDF) on November 18, 2017. Retrieved April 18, 2010.
  4. ^ Ortiz-Cordova, A. and Jansen, B. J. (2012) Classifying Web Search Queries in Order to Identify High Revenue Generating Customers. Archived March 4, 2016, at the Wayback Machine. Journal of the American Society for Information Sciences and Technology. 63(7), 1426 – 1441.
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  6. ^ "Intro to Search Engine Optimization | Search Engine Watch". searchenginewatch.com. March 12, 2007. Archived from the original on October 9, 2020. Retrieved October 7, 2020.
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  8. ^ "The Challenge is Open", Brain vs Computer, WORLD SCIENTIFIC, pp. 189–211, November 17, 2020, doi:10.1142/9789811225017_0009, ISBN 978-981-12-2500-0, S2CID 243130517, archived from the original on August 14, 2022, retrieved September 20, 2021
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  45. ^ "The new evergreen Googlebot". Official Google Webmaster Central Blog. Archived from the original on November 6, 2020. Retrieved March 2, 2020.
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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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Other uses

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See also

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In the field of search engine optimization (SEO), link building describes actions aimed at increasing the number and quality of inbound links to a webpage with the goal of increasing the search engine rankings of that page or website.[1] Briefly, link building is the process of establishing relevant hyperlinks (usually called links) to a website from external sites. Link building can increase the number of high-quality links pointing to a website, in turn increasing the likelihood of the website ranking highly in search engine results. Link building is also a proven marketing tactic for increasing brand awareness.[2]

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Editorial links are the links not acquired from paying money, asking, trading or exchanging. These links are attracted because of the good content and marketing strategies of a website. These are the links that the website owner does not need to ask for as they are naturally given by other website owners.[3]

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Resource links are a category of links, which can be either one-way or two-way, usually referenced as "Resources" or "Information" in navbars, but sometimes, especially in the early, less compartmentalized years of the Web, simply called "links". Basically, they are hyperlinks to a website or a specific web page containing content believed to be beneficial, useful and relevant to visitors of the site establishing the link.

In recent years, resource links have grown in importance because most major search engines have made it plain that—in Google's words—"quantity, quality, and relevance of links count towards your rating".[4]

Search engines measure a website's value and relevance by analyzing the links to the site from other websites. The resulting “link popularity” is a measure of the number and quality of links to a website. It is an integral part of a website's ranking in search engines. Search engines examine each of the links to a particular website to determine its value. Although every link to a website is a vote in its favor, not all votes are counted equally. A website with similar subject matter to the website receiving the inbound link carries more weight than an unrelated site, and a well-regarded website (such as a university) has higher link quality than an unknown or disreputable website.[5][self-published source?]

The text of links helps search engines categorize a website. The engines' insistence on resource links being relevant and beneficial developed because many artificial link building methods were employed solely to spam search engines, i.e. to "fool" the engines' algorithms into awarding the sites employing these unethical devices undeservedly high page ranks and/or return positions.

Google has cautioned site developers to avoid "free-for-all" links, link-popularity schemes, and the submission of a site to thousands of search engines, given that these tactics are typically useless exercises that do not affect the ranking of a site in the results of the major search engines.[6] For many years now, the major [which?] search engines have deployed technology designed to "red flag" and potentially penalize sites employing such practices.[7]

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These are the links acquired by the website owner through payment or distribution. They are also known as organically obtained links. Such links include link advertisements, paid linking, article distribution, directory links and comments on forums, blogs, articles and other interactive forms of social media.[8]

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A reciprocal link is a mutual link between two objects, commonly between two websites, to ensure mutual traffic. For example, Alice and Bob have websites. If Bob's website links to Alice's website and Alice's website links to Bob's website, the websites are reciprocally linked. Website owners often submit their sites to reciprocal link exchange directories in order to achieve higher rankings in the search engines. Reciprocal linking between websites is no longer an important part of the search engine optimization process. In 2005, with their Jagger 2 update, Google stopped giving credit to reciprocal links as it does not indicate genuine link popularity.[9]

Blog and forum comments

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User-generated content such as blog and forum comments with links can drive valuable referral traffic if it's well-thought-out and pertains to the discussion of the post on the blog.[10] However, these links almost always contain the Nofollow or the newer ugc attribute which signal that Google shouldn't take these into its ranking considerations.[11]

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Website directories are lists of links to websites which are sorted into categories. Website owners can submit their site to many of these directories. Some directories accept payment for listing in their directory while others are free.

Social bookmarking

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Social bookmarking is a way of saving and categorizing web pages in a public location on the web. Because bookmarks have anchor text and are shared and stored publicly, they are scanned by search engine crawlers and have search engine optimization value.

Image linking

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Image linking is a way of submitting images, such as infographics, to image directories and linking them back to a specific URL.

Guest blogging

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Also known as guest posting, is a popular SEO technique that consists of writing a piece of content for another website with the goal of getting more visibility and possibly link back to the author's website. According to Google, such links are considered unnatural and should be generally containing the Nofollow attribute.[12]

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In early incarnations, when Google's algorithm relied on incoming links as an indicator of website success, Black Hat SEOs manipulated website rankings by creating link-building schemes, such as building subsidiary websites to send links to a primary website. With an abundance of incoming links, the prime website outranked many reputable sites. However, the conflicts of being devalued by major search engines while building links could be caused by web owners using other black hat strategies. Black hat link building refers explicitly to the process of acquiring as many links as possible with minimal effort.

The Penguin algorithm was created to eliminate this type of abuse. At the time, Google clarified its definition of a "bad" link: “Any links intended to manipulate a site’s ranking in Google search results may be considered part of a link scheme.”

With Penguin, it wasn't the quantity of links that improved a site's rankings but the quality. Since then, Google's web spam team has attempted to prevent the manipulation of their search results through link building. Major brands including J.C. Penney, BMW, Forbes, Overstock.com, and many others have received severe penalties to their search rankings for employing spammy and non-user friendly link building tactics.[13]

On October 5, 2014, Google launched a new algorithm update Penguin 3.0 to penalize those sites who use black hat link building tactics to build unnatural links to manipulate search engines. The update affected 0.3% English Language queries all over the world.[14]

Black hat SEO could also be referred to as Spamdexing, which utilizes other black SEO strategies and link building tactics.[15] Some black hat link building strategies include getting unqualified links from and participating in Link farm, link schemes and Doorway page.[6] Black Hat SEO could also refer to "negative SEO," the practice of deliberately harming another website's performance.

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White hat link building strategies are those strategies that add value to end users, abide by Google's term of service and produce good results that could be sustained for a long time. White hat link building strategies focus on producing high-quality as well as relevant links to the website. Although more difficult to acquire, white hat link building tactics are widely implemented by website owners because such kind of strategies are not only beneficial to their websites' long-term developments but also good to the overall online environment.

See also

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  • Deep linking: linking directly to a page within another website.
  • Inline linking: linking directly to content within another website.
  • Internal link: linking directly to content within your own website.
  • Overlinking
  • PageRank: an algorithm used by Google Search to rank websites in their search engine results.

References

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  1. ^ "Link Building Strategies You Need to Know | SEJ". searchenginejournal. Retrieved 10 February 2017.
  2. ^ Bailey, Matt (2011). Internet marketing : an hour a day (1st ed.). Indianapolis, Ind.: Wiley Technology Publishing. pp. 83–84. ISBN 978-0470633748. Retrieved 2 December 2014.
  3. ^ Rognerud, Jon (2011). Ultimate Guide to Search Engine Optimization Drive Traffic, Boost Conversion Rates, and Make Lots of Money (2nd ed.). New York: Entrepreneur Press. p. 213. ISBN 978-1613080207. Retrieved 2 December 2014.
  4. ^ "Link schemes" Google webmaster central
  5. ^ Oxer, Jonathan (2007). How to build a website and stay sane (2nd ed.). Lulu.com. p. 134. ISBN 978-1847997340. Retrieved 2 December 2014.[self-published source]
  6. ^ a b "Search Engine Optimization (SEO)" Google webmaster central
  7. ^ "Is That Directory Link Unnatural? | Search Engine Watch". searchenginewatch.com. Retrieved 14 March 2016.
  8. ^ Jerkovic, John I. (2010). SEO Warrior. Sebastopol: O'Reilly Media, Inc. p. 17. ISBN 978-1449383077. Retrieved 2 December 2014.
  9. ^ Webster, Ken. "Google's Jagger Update – Dust Begins to Settle?". WebProNews. iEntry Network. Archived from the original on 22 February 2014. Retrieved 24 February 2014.
  10. ^ Hines, Kristi. "How to Use Blog Commenting to Get Valuable Backlinks". Search Engine Watch. Retrieved 20 July 2016.
  11. ^ "Evolving "nofollow" – new ways to identify the nature of links". Official Google Webmaster Central Blog. Retrieved 15 June 2020.
  12. ^ Southern, Matt (10 April 2020). "Google Answers: Is It OK to Link to My Own Guest Post?". Search Engine Journal. Retrieved 15 June 2020.
  13. ^ "10 Big Brands That Were Penalized By Google, From Rap Genius To The BBC". Marketing Land. Retrieved 21 April 2014.
  14. ^ Matt McGee. "Google Penguin Update 3 Released, Impacts 0.3% Of English-Language Queries", Retrieved on 17 February 2016.
  15. ^ Frick, Tim (2013). Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing. Taylor & Francis. pp. 30–31. ISBN 978-1136030260. Retrieved 3 December 2014.
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Reviews for


Frequently Asked Questions

They can showcase instances where they've adeptly handled search engine algorithm shifts, altering strategies to maintain or boost client rankings. This demonstrates their adaptability and expertise in keeping pace with the digital marketing landscape.

Small World Marketing works closely with clients' in-house teams, sharing insights and strategies to ensure both teams' efforts complement each other. They focus on open communication and joint planning to boost the SEO results effectively.

Small World Marketing can indeed showcase examples where they've adeptly handled Google's algorithm changes, ensuring their clients' sites continue to grow organically without losing integrity or veering from ethical SEO practices.