Search Engine Optimization
Search engine optimization is a process of getting websites rank higher in search engines, such as Bing, Google or Yahoo!. It may target different kinds of search that includes image search, local search, video search, academic search, news search and industry-vertical search engines.
Being an internet marketing strategy, search engine optimization considers how search engines work, what people search for, the actual keywords typed into the search engines and the search engines preferred by the targeted audience. Optimization of a website includes editing its content and HTML coding to increase specific keywords’ relevance and remove barriers to the indexing activities of search engines. Another tactic is to increase the number of backlinks or inbound links to promote a site.
1. White Hat SEO. This conforms to guidelines of the search engine and doesn’t involve deception. It is ensured that the content indexed by the search engine and the subsequent rank is the same a user will see. White hat sums up as creating content for users and then making the content easily accessible to the spiders. Although not identical, in many ways White hat SEO is similar to web development promoting accessibility.
2. Black Hat SEO. Black hat SEO tries to improve rankings in ways disapproved by the search engine, or involving deception. It uses text that is hidden as a text colored similarly to the background, in an invisible div or positioned off-screen.
Search engine optimizer points to consultants carrying out optimization projects on client’s behalf and employees performing SEO services in-house. SEO may be offered as a stand-alone service or as a broader market campaigning. As SEO requires changes to HTML source code and site’s content, these tactics may be integrated design and development of website.
Leading search engines such as Bing, Google and Yahoo! use crawlers for finding pages for algorithmic search results. There’s no need to submit pages linked from other search engine indexed pages as they are found automatically. Yahoo! operates a paid submission service which guarantees crawling for a fee or cost per click.
Search engine crawlers look at a number of different factors while a site is being crawled. Distance of pages from the root directory of a site may be factor in pages being got crawled. Sometimes, sites crawling with certain graphic content, flash files, PDF files and dynamic content cause problems for search engines.
A website’s visibility may be improved by cross linking between pages of the same site to provide more links to most important pages. Writing content including frequently searched keywords tends to increase traffic. Adding relevant keywords to title tag and meta description tends to improve the relevance of a site, increasing traffic. URL normalization of web pages using meta tag or 301 redirects makes sure links to different versions of the URL count towards the page’s popularity.
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