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Moreover, they leverage analytics tools to track social media engagement and adjust strategies accordingly. Initially, SEO's primary focus was on incorporating as many keywords as possible into web content, regardless of the content's quality or relevance. This not only enhances their online visibility but also positions them favorably in a competitive landscape. Learn more about Best SEO Solutions Langley, BC here. Small World Marketing's experts also focus on secure and encrypted connections through HTTPS, recognizing its importance in safeguarding user data and improving trust signals for search engines. Companies gain insights into their online performance, allowing them to make data-driven decisions that propel their growth and enhance their digital marketing ROI. Learn more about On-page SEO Langley here
A 120% jump in website visitors and a feature in a prominent tech magazine, catapulting their products into the limelight. They also keep an eye out for potentially harmful links that could penalize a client's site, quickly taking corrective action when necessary. 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. Additionally, Small World Marketing's focus on short, concise paragraphs and the strategic use of headings and bullet points further breaks down information, making it digestible for readers.
They know that to truly harness the power of SEO, they must craft content that resonates with the target audience, use keywords effectively, and ensure the website's technical health is up to par. In the realm of Local SEO, Small World Marketing excels at optimizing clients' online footprints to dominate local search rankings. They recognize that a one-size-fits-all approach doesn't cut it in the competitive digital landscape. Moreover, the demand for video content has skyrocketed, pushing businesses to incorporate it into their marketing strategies.
These success stories highlight the agency's expertise in navigating the digital landscape to drive growth and success. Keeping a close eye on website performance is a critical aspect of Small World Marketing's ongoing SEO support for On-page SEO Langley businesses. Small World Marketing's team starts by ensuring that all information on a client's Google My Business (GMB) profile is accurate, complete, and up-to-date. They point out that every online interaction contributes to your brand's digital presence.

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These posts not only provide valuable backlinks but also introduce their clients' brands to a wider audience, driving both traffic and credibility. The integration of AI into content creation is a game-changer for SEO strategies. Small World Marketing adeptly keeps up with the ever-changing search engine algorithms to ensure their strategies remain cutting-edge. They're not just reacting to changes; they're anticipating them, setting On-page SEO Langley companies up for long-term success. It's a delicate balance, but one they've perfected over time.
By predicting search engine behavior and optimizing content accordingly, they're ensuring that these businesses stand out in a crowded digital landscape. In On-page SEO Langley and beyond, Small World Marketing is recognized for their results-driven approach and unwavering commitment to client success. Their commitment to mastering local SEO ensures businesses in On-page SEO Langley don't just survive but thrive in the digital age. In a world where digital landscapes are constantly evolving, Small World Marketing champions innovative strategies that leverage AI and SEO to propel On-page SEO Langley companies ahead of the curve.
These metrics offer a comprehensive view of an SEO campaign's success, allowing them to make informed decisions about where to adjust their strategies. Read more about On-page SEO Langley here Their approach is a blend of creativity, analytics, and a deep understanding of digital marketing dynamics, making them a trusted partner in achieving business growth through SEO. It's a strategic move that positions them as front-runners in a competitive digital landscape. It's not just about reacting to changes; it's about anticipating them, ensuring Small World Marketing's clients maintain prime visibility online.
As Small World Marketing strategizes for On-page SEO Langley businesses, they're focusing on several key trends that are poised to redefine how SEO operates.

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These case studies showcase Small World Marketing's ability to understand diverse market dynamics and apply SEO strategies that deliver real results. On-Page SEO Langley Their approach goes beyond mere technical adjustments; they also focus on creating valuable content that resonates with the target audience, enhancing user experience, and establishing a strong digital presence. They also link your social media content back to your website, driving traffic and improving your site's search engine ranking.

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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

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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.

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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. SEO Optimization Langley This shift underscores the need for adaptable, forward-thinking SEO strategies to navigate On-page SEO Langley's dynamic online trends. Artificial Intelligence (AI) is also reshaping SEO. This might mean tweaking keywords, revising content, or even reevaluating the website's structure. The unfolding narrative of their success, marked by compelling case studies and the promise of ongoing support, suggests that there's much more to uncover about the future of SEO and its implications for local businesses.

AI systems continuously learn and evolve, meaning they can adjust to changes in search engine algorithms much faster than manual monitoring. Social Signals Langley Another trend on the horizon is the importance of mobile-first indexing. They're also keen on responsive design, which ensures that a website looks and performs well on any device, be it a smartphone, tablet, or desktop. Local SEO tactics are also a key component of their off-page efforts, especially for businesses looking to dominate the On-page SEO Langley market.

This efficiency allows SEO specialists to focus on strategy and creativity rather than getting bogged down in manual processes. Furthermore, On-page SEO Langley SEO professionals don't just stop at collecting data. 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 essence, understanding SEO today means recognizing its complexity and its shift towards genuine quality and user satisfaction.

By carefully linking related content, they help search engines crawl and index pages more efficiently, boosting the site's visibility and relevance. 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. Partners are kept in the loop with regular reports and insights, making it easy to see the tangible benefits of their AI-powered SEO strategies.

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One standout example is a boutique bakery in On-page SEO Langley that experienced a 150% increase in online sales within just three months of implementing Small World's AI-driven SEO strategies.

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Small World Marketing specializes in these strategies, tailoring their efforts to meet the unique needs of businesses in On-page SEO Langley and beyond. Local Search Optimization Langley This approach not only improves search engine rankings but also increases the relevance of the traffic to the website. This innovative approach not only enhances a business's online visibility but also tailors strategies that are uniquely suited to each company's needs, optimizing their digital presence in a crowded marketplace. They're well aware that in today's fast-paced digital world, a mobile-optimized website isn't just a nice-to-have; it's a must-have. To grasp the essence of On-page SEO Langley SEO, it's crucial to recognize it as a strategic approach aimed at enhancing online visibility for businesses within the On-page SEO Langley area.

They don't just chase after any link; they target high-quality, relevant sites that boost SEO rankings and establish authority. These narratives highlight the firm's ability to not only adapt to the ever-changing landscape of SEO but also to drive remarkable growth for their clients across various industries. Leveraging AI-driven SEO, businesses can make data-driven decisions that significantly enhance their online visibility and engagement. Small World Marketing's local SEO services are designed to align with each client's unique needs, ensuring strategies are as diverse as the businesses they serve.

Small World Marketing recognizes this necessity, diving deep into the unique characteristics of each client's business to craft a tailored strategy. The company's AI tools analyze vast amounts of data to predict the questions and needs of users even before they explicitly express them. The squad digs deep into market research, leveraging data to tailor strategies that not only meet but exceed their clients' expectations. The team employs various techniques to reduce loading times, such as optimizing image sizes and leveraging browser caching.

Small World Marketing rapidly became On-page SEO Langley's go-to SEO specialists, outpacing competitors with their innovative strategies and results-driven approach. Next, clients are guided through service selection before embarking on the strategic implementation steps that set the path for SEO success. With AI, search engines are becoming more adept at understanding user intent. This approach not only highlights emerging trends but also identifies fading ones, allowing for the optimization of content that resonates with current user interests and queries.

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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. As technology evolves, more consumers are turning to voice-activated devices for their search queries. One key feature is real-time tracking, which notifies businesses of immediate changes in their online presence. This strategy not only enhances SEO efforts but also positions businesses as leaders in their industry, proving that successful SEO is about much more than just keywords and links. SEO Rankings Langley

Small World Marketing's embrace of AI in SEO exemplifies their commitment to innovation and excellence. Small World Marketing's innovative approach leverages this AI capability to craft content that not only ranks well in search engines but also genuinely resonates with the target audience. This proactive approach has proven to be a key differentiator, setting them apart in a competitive digital landscape.

In essence, understanding On-page SEO Langley SEO through Small World Marketing's lens reveals it as a dynamic and essential strategy for local businesses aiming to thrive in the digital age. However, AI tools allow them to identify emerging keywords and phrases with precision, giving their clients a competitive edge. Next, they leverage their AI tools to sift through vast amounts of data, uncovering keywords and trends that are gold for enhancing online presence.

It's not just about climbing search rankings; it's about understanding the digital ecosystem and mastering it. By implementing mobile-friendly designs, they enhance the likelihood of higher rankings on search engines specifically for mobile searches. They believed that even the smallest enterprise could benefit significantly from AI-driven insights, automating tasks that traditionally required hours of manual labor.

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Moreover, they're committed to transparency and education.

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The team's approach isn't just about getting their clients' names out there; it's about securing a presence that resonates with the local community and search engines alike. They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs. They're aware of the challenges that come with AI, such as privacy concerns and data security, and they're committed to navigating these responsibly.

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Small World Marketing leverages cutting-edge AI tools to analyze vast amounts of data, pinpointing exactly what tweaks will push a On-page SEO Langley company's website up the search engine results pages (SERPs).

This multi-channel approach ensures that they're not just seen but heard, creating a comprehensive digital presence that's hard to ignore. They're integrating innovative marketing strategies with AI-driven growth, setting a new standard in the industry. They understand that a website's ease of use directly affects user satisfaction and retention rates. By prioritizing accessibility, they're not just targeting a wider audience but also adhering to best practices that benefit all users. SEO Campaigns Langley

Small World Marketing understands that social media's role in SEO is more critical than ever. 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.

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Small World Marketing emphasizes the importance of analyzing SEO performance to optimize On-page SEO Langley businesses' online visibility. They know that mobile users expect quick access to information.

This approach not only boosts a website's visibility but also its engagement rates, as visitors find exactly what they're looking for. That's the philosophy Small World Marketing lives by as they redefine what it means to be successful SEO specialists in On-page SEO Langley. After setting up the necessary tools, businesses must focus on data. As a leader in the field, they don't just follow trends; they create bespoke strategies that elevate their clients' digital footprint. Bounce Rate Optimization Langley

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This means not only optimizing keywords relevant to the business's offerings but also ensuring the site is mobile-friendly, loads quickly, and provides an excellent user experience. Initially, they couldn't penetrate the competitive digital market. To achieve this, Small World Marketing focuses on several key strategies. Platforms like Pinterest and Google Lens allow users to search using images, compelling businesses to consider their visual content's searchability. These are more specific phrases that are less competitive and often lead to higher conversion rates because they match closely with user intent.
Small World Marketing's adaptation to AI-powered tools in SEO smoothly leads into a broader discussion on the role of AI in digital marketing. Moreover, Small World Marketing recognizes the importance of social signals in SEO. They also employ AI tools to predict emerging trends and uncover long-tail keywords, which, although less competitive, can significantly attract a more engaged audience. In today's digital age, understanding SEO's role is crucial.
Small World Marketing doesn't just stop at making sites accessible; they optimize site speed, mobile responsiveness, and secure browsing, recognizing these as critical for retaining visitors and improving rankings. Another success tale comes from a small but ambitious tech startup specializing in eco-friendly gadgets. They've recognized that local visibility is crucial for brick-and-mortar stores and service providers.

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Small World Marketing's approach leverages these tags to improve site rankings in On-page SEO Langley.
By optimizing their online store for both search engines and user experience, including faster page loads and mobile optimization, they achieved a 300% increase in sales over six months. They don't just focus on quantity; they prioritize the relevance and authority of linking domains to ensure the best results. Education also plays a key role in their strategy. 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.

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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

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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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Frequently Asked Questions

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