SEO, Search Engine Optimization for Higher Ranking

 

Search engine optimization, or SEO, seeks to improve the volume and quality of website traffic from search engines through algorithmic search results for certain targeted keywords. Recent studies using eye tracking have shown that people tend to scan search results pages from top to bottom and left to right (if the webpage is written in a left to right language). Therefore, placement close to the top of a search results page should increase the number of visitors and site traffic to that particular website.

 

Search engine optimization may also incorporate different kinds of searches such as image search, local search, and industry-specific vertical search engines.

 

To increase a website’s relevance, SEO considers how a search engine’s algorithms work and what people are searching for. This consists of looking at a website’s coding, presentation, structure, and fixing any problems preventing search engine indexing or that would make the website unappealing to web searchers. This may also include adding unique content to a website, providing that both the new content and the existing content can easily be picked up by search engine robots called spiders. Keeping the website accessible and interesting also aids in the optimization of a site.

 

Due to changes that are done to a website’s HTML source code, SEO tactics might be used in web site development and design. Website designs, menus, content management systems, URLs, and anything that is considered easy to optimize falls under the heading of “search engine optimization friendly” and might be used in SEO tactics.

 

In broad terms, search engine optimization techniques are divided into two categories. The first are techniques that search engines recommend as being part of good design and are referred as “white hat SEO.” The second are techniques search engines do not approve of and are referred as “spamdexing” or “black hat SEO.”

 

Usually white hat marketers’ focus on results that work within the search engines terms of service (TOS), this technique encompasses extensive keyword research. Black hat marketers take larger risks of having their sites removed from the search engines in exchange for quickly grabbing search engine market share. Therefore, white hat marketers have the luxury of long-term goals with their websites while black hat marketers strive to gain what profit they can in a short span of time.

 

However, no search engine guidelines exist as a written-down series of rules or commandments. There are general rules of thumb for conduct. Correct conduct has shown to be beneficial for the website, visitors, and SEO itself.

 

The main difference between white and black hat marketers is that white hat search engine optimization creates content for users that is easily accessible rather than attempting to trick search engine algorithms from their intended purpose. On the other hand, black hat marketers use deception to improve rankings with techniques that search engines disapprove of.

 

Two examples of black hat marketers’ techniques include the use of hidden text and cloaking. Black hat marketers’ hide text by coloring it so that it is similar to the background or they position it off screen. Cloaking is when a different page is given depending on whether it’s requested by a human visitor or a search engine.

 

Penalties enforced by search engines for black hat marketers’ include reduced rankings or eliminating listings from the search engine altogether. These penalties may be applied right away by the search engines’ algorithms or after a manual site review.

 

The leading search engines are Google, Yahoo, and MSN. To protect themselves from black hat SEO marketers’ they do not disclose the algorithms they use to rank web pages.