SEO experts for Langley businesses

SEO experts for Langley businesses

Link Building Services

The result was a 60% increase in online reservations and a significant uptick in positive reviews, which further boosted their online visibility and reputation.

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These methods ensure a business stands out in its community and attracts more local customers online. This approach ensures that SEO efforts aren't just broad but sharply focused on the right demographic. Learn more about Top-Rated SEO Agency in Langley Township here. While on-page SEO lays the foundation, Small World Marketing also masters off-page SEO strategies to elevate SEO experts for Langley businesses businesses' online authority and visibility. They believe in a multi-channel approach, understanding that today's consumers interact with brands across various platforms. Mobile SEO Learn more about SEO experts for Langley businesses here
To boost user engagement, SEO experts for Langley businesses companies are integrating AI with SEO strategies. It's designed to be as seamless and informative as possible. Several Small World Marketing clients have soared to the top of Google's rankings, transforming their digital presence and business outcomes significantly. Their strategy involves tailoring content to each platform's unique audience, ensuring that messages resonate and foster engagement.
When a business decides to partner with Small World, they're not just getting an SEO service; they're getting a team of experts dedicated to understanding the unique challenges and opportunities within their industry. The precision of AI algorithms helps in identifying and targeting the specific interests and behaviors of the local demographic, leading to more relevant and engaging content. SEO Outreach Their portfolio is a testament to their expertise, showcasing a diverse range of businesses that have seen significant growth in traffic, engagement, and conversions thanks to Small World Marketing's strategies. This means that SEO strategies implemented by Small World Marketing aren't static; they evolve based on real-time data, ensuring that marketing efforts are always aligned with the current digital landscape.
This blend isn't just a trend; it's a transformative shift in how brands enhance their digital footprint and connect with their target audience. Industry SEO This targeted approach doesn't just increase visibility; it boosts actual visits to physical locations, driving predictable customer growth tailored to the community's needs. At the heart of Small World Marketing's vision lies a commitment to harnessing AI's potential to redefine digital marketing landscapes. SEO Success Stories To effectively drive website traffic, businesses must adopt several key link building strategies.

They understand that a business's digital presence isn't limited to its website, and they leverage various external factors to improve search engine rankings and drive traffic. This group isn't just a random assembly of professionals; it's a carefully curated team, each member chosen for their unique skills and contributions. They've found that local SEO not only boosts visibility among nearby customers but also drives foot traffic, leading to increased sales. Small World Marketing's comprehensive content strategy includes videos, infographics, and social media content, all designed to work synergistically to enhance a brand's online footprint.

They help businesses craft compelling content that's not just limited to their own site but also gets published and shared across the web. In essence, Small World Marketing's approach to on-page SEO is thorough and multifaceted, aiming to build a solid foundation that supports both user engagement and search engine rankings.

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From local eateries to boutique shops, Small World Marketing's tailored SEO strategies have turned the tide for many, transforming struggling startups into local hotspots.

Each element plays a vital role in ensuring a website's content is fully optimized to meet the demands of both search engines and users. Leveraging these strategies, Small World Marketing helps businesses in SEO experts for Langley businesses maximize their local online presence, driving more foot traffic and online inquiries their way. Small World Marketing acknowledges that SEO isn't without its hurdles, with algorithm updates and content relevance at the forefront.

Through this meticulous and innovative use of AI, Small World Marketing is redefining how brands connect with their audiences in the digital age. In a landscape as dynamic as SEO, Small World Marketing's vigilance and adaptability are what set them apart as leaders in their field. Small World Marketing, a leader in SEO experts for Langley businesses's digital marketing sphere, emphasizes the significance of a well-crafted SEO strategy.

Local SEO Langley

Entity Name Description Source
Digital marketing Strategies and techniques used to promote products or services online. Source
Search engine optimization The process of improving a website's visibility on search engines. Source
Search engine marketing Marketing strategies aimed at increasing a website's visibility in search engines through paid ads. Source
Local search (optimization) SEO practices focused on improving visibility for local searches. Source
Google A global technology company specializing in Internet-related services and products. Source
Google Maps A web mapping service developed by Google. Source
Audit An examination of records or financial accounts to verify accuracy. Source
Google Search Console A web service by Google that allows webmasters to check indexing status and optimize visibility. Source
Website audit The process of evaluating a website's performance, structure, and SEO. Source
Anchor text The visible, clickable text in a hyperlink. Source
Sitemaps Files that help search engines understand the structure of a website. Source
Web traffic The amount of data sent and received by visitors to a website. Source
Meta element HTML tags that provide metadata about a web page. Source
Pay-per-click An online advertising model where advertisers pay each time their ad is clicked. Source
Web design The process of creating the visual layout and usability of a website. Source

Affordable SEO Langley

The City of Langley, commonly referred to as Langley City, or just Langley, is a municipality in the Metro Vancouver Regional District in British Columbia, Canada. It lies directly east of Surrey, adjacent to the Cloverdale area, and is surrounded elsewhere by the Township of Langley, bordered by its neighbourhoods of Willowbrook to the north, Murrayville to the east, and Brookswood and Fern Ridge to the south.

SEO for startups in Langley


Citations and other links

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Enhancing website performance further, Small World Marketing focuses on improving user navigation to ensure visitors can effortlessly find what they're looking for.

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They're in it for the long haul with their clients, providing regular updates, reports, and insights that make a real difference. It's about understanding the audience's needs, interests, and pain points, then delivering content that resonates. These case studies not only underscore Small World Marketing's SEO prowess but also their ability to understand and meet the unique needs of each client.

The implementation of predictive analytics further solidifies their competitive edge in the market. They know that to stand out, businesses must ensure their online presence is both visible and relevant. They recognize that not all backlinks are created equal; the focus is always on securing links from reputable, high-authority websites relevant to your niche. SEO Reviews

They're also skilled in optimizing each piece for search engines, integrating keywords naturally and focusing on readability and structure.

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Further proof of Small World Marketing's prowess is a SEO experts for Langley businesses real estate agency that was facing stiff competition. Social signals, including likes, shares, and comments on social media platforms, aren't just vanity metrics.

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Moreover, video content is becoming indispensable for SEO success. By accurately filling out your profile, including up-to-date contact information, business hours, and a detailed description, you're already ahead. They don't just offer services; they offer partnerships, guiding businesses through the digital landscape with precision, creativity, and a deep understanding of the metrics that matter.



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This innovative approach allows them to create content that resonates deeply with their target audience, increasing engagement and driving better SEO results. As Small World Marketing strategizes for SEO experts for Langley businesses businesses, they're focusing on several key trends that are poised to redefine how SEO operates. Furthermore, SEO experts for Langley businesses SEO professionals don't just stop at collecting data. By analyzing user behavior, search trends, and competitor strategies, they tailor SEO solutions that aren't only innovative but also highly effective.

Stick around as we unpack the secrets behind Small World Marketing's success and how they turn the tide in favor of their clients. In an ever-changing digital landscape, Small World Marketing's commitment to staying ahead of SEO trends and algorithm changes positions their clients for success. SEO Services Small World Marketing's expertise ensures that businesses don't just reach more people-they reach the right people in their community.

Building on the foundation of an optimized SEO strategy, enhancing content quality plays a pivotal role in further elevating a SEO experts for Langley businesses company's search rankings. The integration of AI in SEO analytics enables businesses to pinpoint exactly what's working and what isn't. They've mastered the art of refining web pages to speak Google's language while maintaining a user-friendly experience.

This shift towards hyper-localized digital success is not only elevating brands above their competition but also redefining the parameters of online visibility. Small World Marketing excels in identifying and leveraging niche markets with strategies tailored to each business's unique needs. It's not just about posting regularly but posting content that sparks conversations and encourages shares.

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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. 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.

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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. Read more about SEO experts for Langley businesses here This proactive analysis helps companies stay ahead, ensuring their websites are optimized for both search engines and users. 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.

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Finding the right balance is key to enhancing readability while optimizing for search engines.

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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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They don't just stop at auditing. These case studies showcase Small World Marketing's ability to understand diverse market dynamics and apply SEO strategies that deliver real results. In the vast ocean of digital marketing, Small World Marketing stands as a lighthouse for businesses navigating the turbulent waters of SEO in SEO experts for Langley businesses. As businesses grow, their digital strategy must evolve. This isn't just good for brand image; it's beneficial for SEO.

Small World Marketing's success stories are a testament to this. Finally, video content is becoming indispensable for SEO. With a blend of SEO expertise and creative content strategies, they enhance online profiles, making sure that SEO experts for Langley businesses companies rank high on search engine results pages. The process of building quality backlinks begins with creating valuable, share-worthy content.

They offer a comprehensive suite of services, from keyword research and on-page SEO to link building and content marketing. Organic SEO Small World Marketing's approach tailors these technologies to the unique needs of each business, ensuring a competitive edge in the digital landscape. They don't just help clients navigate the complexities of search engine algorithms; they craft strategies that align with business goals, ensuring their clients not only get found online but also succeed in their digital marketing endeavors. Moreover, Small World Marketing's vision extends beyond the immediate horizon.

This adaptability not only boosts user satisfaction but also significantly improves a site's search engine rankings. This approach helps businesses stand out, making them the go-to source within their industry. They're not just looking for any traffic; they're after the kind that converts. Moreover, incorporating responsive design guarantees that the site is easily navigable across all devices, further amplifying user satisfaction and the likelihood of return visits.

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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. 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 SEO experts for Langley businesses for its innovative SEO strategies that are tailored to each business's unique needs. 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. This means the site should look and function well on devices of all sizes, from desktops to smartphones.

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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.

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SEO Training 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.

Explore SEO experts for Langley businesses here
SEO experts for Langley businesses SEO Experts Agency

Langley may refer to:

People

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Places

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Australia

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Canada

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France

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United Kingdom

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United States

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Schools

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Other uses

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See also

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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,[3] news search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers.[4]

History

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Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines, which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider/crawler crawls a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7]

Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Flawed data in meta tags, such as those that were inaccurate or incomplete, created the potential for pages to be mischaracterized in irrelevant searches.[8][dubiousdiscuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[9] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[10]

By heavily relying on factors such as keyword density, which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[11] Since the success and popularity of a search engine are determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[12] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[13] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[14]

Some search engines have also reached out to the SEO industry and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[15][16] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[17] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.[18]

Relationship with Google

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In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[19] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[20] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[21] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link-building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focus on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[22]

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.[23] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization and have shared their personal opinions.[24] Patents related to search engines can provide information to better understand search engines.[25] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[26]

In 2007, Google announced a campaign against paid links that transfer PageRank.[27] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any no follow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[28] As a result of this change, the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally, several solutions have been suggested that include the usage of iframes, Flash, and JavaScript.[29]

In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[30] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts, and other content much sooner after publishing than before, Google Caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[31] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[32]

In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system that punishes sites whose content is not unique.[33] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[34] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[35] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of "conversational search", where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[36] With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for English language search queries in the US. Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing, but this time in order to better understand the search queries of their users.[37] In terms of search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.

Methods

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Getting indexed

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A simple illustration of the Pagerank algorithm. Percentage shows the perceived importance.

The leading search engines, such as Google, Bing, and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine-indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[38] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[39] in addition to their URL submission console.[40] Yahoo! formerly operated a paid submission service that guaranteed to crawl for a cost per click;[41] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[42]

Mobile devices are used for the majority of Google searches.[43] In November 2016, Google announced a major change to the way they are crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[44] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement). Google indicated that they would regularly update the Chromium rendering engine to the latest version.[45] In December 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service. The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings. Google ran evaluations and felt confident the impact would be minor.[46]

Preventing crawling

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To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish to crawl. Pages typically prevented from being crawled include login-specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[47] In 2020, Google sunsetted the standard (and open-sourced their code) and now treats it as a hint not a directive. To adequately ensure that pages are not indexed, a page-level robot's meta tag should be included.[48]

Increasing prominence

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

White hat versus black hat techniques

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Common white-hat methods of search engine optimization

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

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

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

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

As marketing strategy

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

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

International markets

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

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

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

[edit]

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

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

See also

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References

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