Langley SEO campaigns

Langley SEO campaigns

SEO for Small Businesses

This, in turn, further boosts its SEO performance. Lastly, they champion the use of analytics to track your SEO progress. This includes mobile optimization, site speed, quality content, and user engagement metrics. Link building is another pillar of their strategy.

Langley SEO campaigns - SEO and Web Design

  • SEO Insights
  • SEO Rankings
  • Advanced SEO
  • Digital Growth
  • SEO Consultants
  • Mobile SEO
  • Search Engine Marketing
  • SEO Professionals
  • Google Rankings
  • Local Visibility
  • SEO Resources
  • Web Traffic Boost
  • SEO for Local Markets
  • SEO Results
  • Website Optimization
  • SEO Campaigns
  • Advanced SEO Techniques
Learn more about Langley SEO campaigns here Through a collaborative process, the team combines their diverse skill sets to come up with innovative solutions that stand out in a crowded digital landscape.
Complex menus can be cumbersome on small screens, so they recommend a more streamlined approach that makes it easier for users to find what they're looking for. This not only boosts SEO rankings but also builds brand authority and trust. Read more about Langley SEO campaigns here The team at Small World Marketing understands that in the fast-paced digital world, staying informed and adaptable is key. Mobile SEO The team at Small World Marketing doesn't just stop at initial SEO setup or a one-off campaign. Learn more about Top-Rated SEO Agency in Langley Township here.
Furthermore, AI is enhancing content personalization, allowing businesses to create more relevant and engaging content. They advise clients on the types of visuals that are most likely to appeal to their target audience, enhancing the overall attractiveness of their GMB profile. These meticulous efforts drive predictable customer growth by improving the site's overall SEO performance. Organic SEO The ability to adapt quickly is another advantage.
They understand that responsive design essentials, speed optimization techniques, and mobile SEO strategies are key to enhancing user experience on mobile devices. It leads to increased website traffic, higher engagement rates, and, ultimately, more conversions. They focus on creating valuable connections with local businesses, websites, and organizations. By optimizing the website for mobile users and improving product page SEO, Bella's Boutique saw a 40% increase in online sales and a significant improvement in customer engagement.



Langley SEO campaigns - SEO Professionals

  1. Industry SEO
  2. SEO Insights
  3. SEO Rankings
  4. Advanced SEO
  5. Digital Growth
  6. Off-Page SEO
  7. SEO and Web Design
  8. SEO Network
  9. Organic SEO
  10. SEO Tutorials
  11. SEO Growth
  12. Local SEO Experts
  13. SEO Consultants
  14. Mobile SEO
  15. Search Engine Marketing
  16. SEO Professionals
  17. Google Rankings

It's not just about being seen online; it's about being the first option for locals searching for relevant services or products. Small World Marketing continues to provide comprehensive SEO support, ensuring Langley SEO campaigns businesses maintain their competitive edge in the digital landscape. Embarking on the AI SEO journey, businesses must first understand the foundational tools and principles that power this technology-driven approach. They've developed a methodical approach that begins with an in-depth analysis of a client's current online presence, identifying strengths, weaknesses, and opportunities for growth.

By crafting content that's both valuable to the audience and optimized for search engines, they drive predictable customer growth for their clients in Langley SEO campaigns. Small World Marketing, a pioneer in employing such cutting-edge techniques, understands that in today's competitive market, simply existing online isn't enough. They've developed strategies to tackle these issues head-on, ensuring clients' content stays both fresh and highly visible.

Selecting the right tools is crucial for streamlining processes and enhancing the efficiency of your SEO efforts. Furthermore, they're harnessing the capabilities of local SEO, making sure that businesses aren't just visible globally but are the first option for local customers. Link building stands at the forefront of their off-page strategy.

This means businesses will need to leverage AI to analyze search patterns and optimize their content accordingly to stay competitive. Small World Marketing's beyond keyword optimization approach signifies a paradigm shift in SEO, where AI's role in understanding and catering to user intent leads to more meaningful interactions between brands and their audiences. SEO Network Small World Marketing, a leader in SEO from Langley SEO campaigns, emphasizes this strategy as a cornerstone of digital excellence. SEO Tutorials

Langley SEO specialists

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

Affordable SEO 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.

Leading SEO company in Langley


Citations and other links

Affordable SEO Langley SEO campaigns

It's not just about creating content for the sake of it but making sure that every piece of content has a purpose and a predicted outcome. This proactive approach has set them apart in Langley SEO campaigns and beyond, demonstrating their commitment to staying ahead of the curve. Adapting to frequent algorithm updates remains a crucial challenge for marketers aiming to optimize their online presence. These tools are designed to offer a comprehensive overview of a business's online performance, enabling precise adjustments to SEO strategies for maximized results. With Small World Marketing, it's never just about getting found; it's about getting found by the right people. SEO Professionals

As these trends illustrate, Small World Marketing is committed to staying at the forefront of SEO innovation, ensuring Langley SEO campaigns businesses thrive in an ever-evolving digital world. Small World Marketing emphasizes that local SEO is particularly beneficial for small to medium-sized businesses aiming to compete against larger chains. Building on the foundation of dynamic content optimization, Small World Marketing now tackles the challenge of algorithm shift responses, ensuring websites adapt in real-time to SEO changes.

Langley SEO campaigns - Local SEO Experts

  1. Web Traffic Boost
  2. SEO for Local Markets
  3. SEO Results
  4. Website Optimization
  5. SEO Campaigns
  6. Advanced SEO Techniques
  7. SEO Optimization
  8. SEO Solutions
  9. Industry SEO
  10. SEO Insights
  11. SEO Rankings
  12. Advanced SEO
  13. Digital Growth
  14. SEO Pricing
  15. Affordable SEO
  16. Off-Page SEO
  17. SEO and Web Design
Their approach isn't static; it's dynamic, adapting to the ever-changing landscape of search engine algorithms and online trends.

The trend suggests a shift towards more personalized, relevant content that meets users' precise needs at the moment they search. From blog posts to social media updates, every piece of content is crafted to provide value, engage the audience, and enhance the brand's online presence. It ensures that search engines can crawl and index a website without any hitches. It's a dynamic process that keeps users coming back for more.

Their method involves building quality backlinks, integrating social media, and providing ongoing maintenance, which together pave the path for significant visibility and success in the digital realm. Looking ahead, it's clear that adapting to future SEO trends will be crucial for businesses aiming to maintain a competitive edge in the digital landscape. They delve deep into understanding the market's language, pinpointing terms and phrases potential customers use when searching for products or services online. By leveraging advanced analytics and machine learning algorithms, they're able to tailor content that resonates deeply with target audiences.

Affordable SEO Langley SEO campaigns
Langley SEO campaigns SEO for construction companies

Langley SEO campaigns SEO for construction companies

A responsive website automatically adjusts its layout and content to fit the screen size of the device it's being viewed on, ensuring a seamless user experience. Small World Marketing's content marketing integration isn't just about creating content that ranks well. They leverage advanced tools and techniques to uncover insights that many others overlook. Their meticulous research identifies websites with high domain authority to ensure that every backlink adds significant value.

By harnessing the power of AI to analyze vast datasets and optimize content, they've helped clients achieve remarkable growth in organic search results.

Langley SEO campaigns - Organic SEO

  1. SEO Network
  2. Organic SEO
  3. SEO Tutorials
  4. SEO Growth
  5. Local SEO Experts
  6. SEO Consultants
  7. Mobile SEO
  8. Search Engine Marketing
  9. SEO Professionals
  10. Google Rankings
  11. Local Visibility
  12. SEO Resources
  13. Web Traffic Boost
  14. SEO for Local Markets
  15. SEO Results
  16. Website Optimization
  17. SEO Campaigns
  18. Advanced SEO Techniques
  19. SEO Optimization
  20. SEO Solutions
In essence, Langley SEO campaigns companies partnering with Small World Marketing can expect not just improved online visibility, but a comprehensive, forward-thinking approach to digital marketing that drives real results. Whether it's a customer review, a blog post, or a social media update, it shapes public perception.

This forward-thinking mindset has been key to their sustained success. For businesses in Langley SEO campaigns working with Small World Marketing, it's the cornerstone of building a predictable pipeline of customers, driving growth in a competitive digital world. This involves not just looking at keywords, but understanding the intent behind searches, the seasonality of trends, and even predicting shifts in consumer interests before they fully emerge.

This foresight prevents clients from falling behind and ensures they're always in sync with digital best practices. Small World Marketing leverages AI to analyze user behavior, preferences, and interaction history. It's not just about keeping pace; it's about staying ahead.

SEO consultants in Langley SEO campaigns

They understand that the more engaging and valuable the content, the more likely it's to be shared, linked to, and discussed. It's not just about being seen; it's about being relevant, responsive, and revolutionary in how companies connect with their audience. This approach not only boosts engagement by making websites easily navigable on smartphones, tablets, and desktops but also significantly improves site accessibility. For Langley SEO campaigns businesses, this fusion promises a significant competitive edge, offering insights into the key benefits and how this blend of technology and marketing acumen can future-proof their operations. This personalized approach makes content more relatable, encouraging a stronger connection between the brand and its audience.

They tailor their tactics to fit each client's unique needs, focusing on what matters most to their business and target audience. This is because local SEO focuses on relevance to the searcher's location, rather than the size of the company. They ensure that businesses are listed in relevant local directories and optimize their Google My Business profiles. Their approach to predictive SEO epitomizes a shift towards more strategic, data-driven marketing efforts.

The digital landscape is constantly evolving, and SEO strategies must adapt to stay ahead.

Langley SEO campaigns - Affordable SEO

  • Local Visibility
  • SEO Resources
  • Web Traffic Boost
  • SEO for Local Markets
  • SEO Results
  • Website Optimization
  • SEO Campaigns
  • Advanced SEO Techniques
  • SEO Optimization
  • SEO Solutions
  • Industry SEO
  • SEO Insights
  • SEO Rankings
  • Advanced SEO
  • Digital Growth
They maintain an ongoing dialogue with their clients, ensuring that the SEO plan evolves in tandem with the client's growing and shifting business objectives. By analyzing vast amounts of data, these tools pinpoint the most effective keywords for targeting specific audiences. They point out that every online interaction contributes to your brand's digital presence.

Before partnering with Small World Marketing, the bakery barely appeared on the first page of search results for key terms. The goal is to lay a solid foundation for a customized SEO strategy that aligns with your business objectives. Small World Marketing ensures that their clients' sites are responsive, providing an optimal viewing experience no matter the device used. They've moved beyond traditional SEO techniques, focusing instead on creating a seamless user experience that not only boosts a site's search engine rankings but also engages and retains site visitors.

SEO consultants in Langley SEO campaigns
SEO Success Langley SEO campaigns
SEO Success Langley SEO campaigns

Small World's AI tools and analytics come into play, identifying key areas for improvement and opportunities for growth. Small World Marketing's team developed a targeted SEO campaign that not only enhanced their online presence but also positioned them as a leader in their niche. By doing so, they not only boost engagement but also significantly increase the likelihood of conversion. They've turned content marketing into a strategic asset, one that's integral to the success of their SEO campaigns and their clients' digital success.

Langley SEO campaigns - Google Rankings

  • SEO Optimization
  • SEO Solutions
  • Industry SEO
  • SEO Insights
  • SEO Rankings
  • Advanced SEO
  • Digital Growth
  • Mobile SEO
  • Search Engine Marketing
  • SEO Professionals
  • Google Rankings
  • Local Visibility
  • SEO Resources
  • Web Traffic Boost
  • SEO for Local Markets
  • SEO Results
  • Website Optimization
  • SEO Campaigns


Lastly, Bella's Boutique, a small fashion retailer, tapped into Small World Marketing's expertise to enhance its online shopping experience. This process isn't just about seeing where a page lands on Google; it's about understanding user behavior and market trends. They're not just about getting companies to the top of search results; they're committed to keeping them there.

In essence, Local SEO isn't just about being seen; it's about being found by the right people at the right time. They're adept at navigating the complexities of link building, from guest blogging to leveraging social media platforms for backlinks. Search Engine Marketing SEO and Web Design Small World's approach is hands-on and tailored to each client, ensuring that strategies aren't only innovative but also highly effective in driving targeted traffic and increasing online visibility.

This data-driven approach ensures that every tweet, post, or story aligns with your audience's interests, increasing the likelihood of shares, likes, and comments-all of which are signals that search engines consider when ranking your website. A prime example is The Cozy Corner Café, which saw a 150% increase in online orders within months of implementing Small World's recommendations. By optimizing for local search queries, businesses can appear at the top of search results when potential customers search for services or products in their area.

Technical SEO audits Langley SEO campaigns

Additionally, they meticulously monitor link performance to ensure ongoing SEO success. They use large, legible fonts and ensure that buttons and links are spaced adequately, making it easy for users to tap with their fingers. They're cultivating an ecosystem where collaboration thrives, competition is healthy, and innovation is the norm. They understand that what works for one company may not work for another, necessitating a bespoke solution for each.

Langley SEO campaigns - SEO Tutorials

  • SEO Campaigns
  • Advanced SEO Techniques
  • SEO Optimization
  • SEO Solutions
  • Industry SEO
  • SEO Insights
  • SEO Rankings
  • Advanced SEO
  • Digital Growth
  • Local Visibility
  • SEO Resources
  • Web Traffic Boost
  • SEO for Local Markets
  • SEO Results
  • Website Optimization
  • SEO Campaigns
  • Advanced SEO Techniques
  • SEO Optimization
  • SEO Solutions
  • Industry SEO

This tech-driven method offers a deeper insight into website performance, keyword effectiveness, and user engagement trends.

Langley SEO campaigns - SEO Consultants

  • SEO Rankings
  • Advanced SEO
  • Digital Growth
  • Local SEO Experts
  • SEO Consultants
  • Mobile SEO
  • Search Engine Marketing
  • SEO Professionals
  • Google Rankings
  • Local Visibility
  • SEO Resources
  • Web Traffic Boost
  • SEO for Local Markets
  • SEO Results
  • Website Optimization
  • SEO Campaigns
  • Advanced SEO Techniques
  • SEO Optimization
  • SEO Solutions
  • Industry SEO
They know that users expect fast-loading pages and won't hesitate to leave a site that keeps them waiting.

Langley SEO campaigns - SEO Growth

  • SEO for Small Businesses
  • SEO Tracking
  • SEO Pricing
  • Affordable SEO
  • Off-Page SEO
  • SEO and Web Design
  • SEO Network
  • Organic SEO
  • SEO Tutorials
  • SEO Growth
  • Local SEO Experts
  • SEO Consultants
  • Mobile SEO
  • Search Engine Marketing
  • SEO Professionals
  • Google Rankings
  • Local Visibility
  • SEO Resources
As we peel back the layers on Small World Marketing's approach to SEO in Langley SEO campaigns, one can't help but wonder how these advanced techniques are setting a new standard for digital excellence and what this means for the future of local businesses looking to thrive in an increasingly digital world.
Small World Marketing's commitment to personalized strategies doesn't end with initial success. Small World Marketing is leveraging AI to analyze data more efficiently, predict trends, and personalize content, making it more relevant and engaging for the target audience. They've achieved milestones in boosting brand visibility, increasing organic traffic, and enhancing engagement rates.
By combining their expertise in AI and SEO, they're able to analyze vast amounts of data, identifying trends and insights that inform content creation. They recommend adding high-quality photos of your business, products, or services to make your listing more appealing. A 120% jump in website visitors and a feature in a prominent tech magazine, catapulting their products into the limelight.

Explore Langley SEO campaigns here
Technical SEO audits Langley SEO campaigns

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

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

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

International markets

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Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[65] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[66] As of 2006, Google had an 85–90% market share in Germany.[67] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[67] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[68] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia, and the Czech Republic, where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[67]

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

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

See also

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References

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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.