Search Engine Optimization SEO

You've likely heard of SEO, and if you haven't already, you could obtain a quick Wikipedia definition of the term, but understanding that SEO is "the process of affecting the visibility of a website or a web page in a search engine's unpaid results" doesn't really help you answer important questions for your business and your website, such as:

 


How do you, for your site or your company's site, "optimize" for search engines?
How do you know how much time to spend on SE0?
How can you differentiate "good" SEO advice from "bad" or harmful SEO advice?
What's likely interesting to you as a business owner or employee is how you can  actually leverage SEO to help drive more relevant traffic, leads, sales, and  ultimately revenue and profit for your business. That's what we'll focus on in this guide.

 

What is On-Page SE0?

On-page SEO is the practice of optimizing individual web pages in order to rank  higher and earn more relevant traffic in search engines. On-page refers to both the content and HTML source code of a page that can be optimized, as opposed to off-page SEO which refers to links and other external signals. For those new to on-page SEO, we highly recommend reading Rand Fishkin's A Visual Guide to Keyword Targeting and On-Page SEO. On-page SEO has changed over the years, so it's important to keep up with the latest practices.
Below is the latest post about on-page SEO from the Moz Blog, and we chose our favorite resources to help you along your journey.


What is Off-Page SE0?

"Off-page SEO" (also called "off-site SEO") refers to actions taken outside of your own website to impact your rankings within search engine results pages (SERPs).
Optimizing for off-site ranking factors involves improving search engine and user perception of a site's popularity, relevance, trustworthi-ness, and authority. This is  accomplished by other reputable places on the Internet (pages, sites, people, etc.) linking to or promoting your website, and effectively "vouching" for the quality of your content.


Why does off-page SEO matter?
While search algorithms and ranking factors are constantly changing, the general consensus within the SEO community is that the relevance, trustworthiness, and authority that effective off-page SEO affords a website still play a major role in a page's ability to rank.


What is a White Hat SEO?

In search engine optimization (SEO) terminology, white hat SEO refers to the
usage of optimization strategies, techniques, and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.
For example, a website that is optimized for search engines, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices.
Some examples of White Hat SEO techniques include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content for human readers.


White Hat SEO is more frequently used by those who intend to make a long-term investment on their website. Also called Ethical SEO.




What is Black Hat SE0 ?

In search engine optimization (SEO0) terminology, black hat SEO refers to the use
of aggressive SEO strategies, techniques, and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.

Some examples of black hat SEO techniques include keyword stuffing, invisible text, doorway pages, adding unrelated keywords to the page content or page Swapping (changing the webpage entirely after it has been ranked by search  engines).

Black Hat SEO Usage

Black hat SEO is more frequently used by those who are looking for a quick  financial return on their Web site, rather than a long- term investment on their Web  site.

Black Hat SEO tactics consider being banned from search engines a somewhat irrelevant risk.
Black hat SEO may also be referred to as unethical SEO or spamdexing, as  spamdexing is a frequently used black hat SEO practice.



What is Gray Hat SE0?

Gray Hat SEO is difficult to define. In the words of SEO Consultant John Andrews, Gray Hat SEO is not something between Black Hat and White Hat, but rather "the practice of tactics/techniques which remain ill-defined by published material coming out of Google, and for which reasonable people could disagree on how the tactics support or contrast with the spirit of Google's published  uidelines."

 

Why Does Gray Hat SEO Matter?

A proper understanding of Gray Hat SEO is important because it could improve  your site's ranking without negative consequences, or it could cost you thousands in lost traffic.
Google's best practices and conditions have the capacity to prohibit clever innovation and thinking outside the box. This prohibition isn't automatically in the interest of search marketers or even the searchers themselves.
What's more, Gray Hat SEO changes periodically; what's considered Gray Hat one
year could be classified as Black or What Hat the following year, making it crucial for search marketers to stay informed of the latest categorizations.


Should You Be Implementing Gray Hat SEO Methods?
You don't gain much by getting on Google's bad side, and if you're unsure if a given method is going to violate Google's guidelines or not, it's probably best to avoid that tactic.
Every marketer needs to evaluate risk versus reward on their own terms, but with Google's algorithms getting stricter and stricter all the time, your safest route as a business is going to be strictly white hat SEO.


How Search Engine Works?

Search engines perform several activities in order to deliver search results.
Crawling- Process of fetching all the web pages linked to a website. This task is
performed by software, called a crawler or a spider (or Googlebot, in case of  Google).
Indexing- Process of creating the index for all the fetched web pages and keeping them into a giant database from where it can later be retrieved. Essentially, the  process of indexing is identifying the words and expressions that best describe the page and assigning the page to particular keywords.

Processing- When a search request comes, the search engine processes it, i.e. it com-pares the search string in the search request with the indexed pages in the  database.

Calculating Relevancy It is likely that more than one page contains the search string, so the search engine starts calculating the relevancy of each of the pages in its index to the search string.

Retrieving Results The last step in search engine activities is retrieving the best-matched results. Basically, it is nothing more than simply displaying them in the  browser.

Search engines such as Google and Yahoo! often update their relevancy algorithm dozens of times per month. When you see changes in your rankings it is due to an algorithmic shift or something else outside of your control.

Although the basic principle of operation of all search engines is the same, the minor dif-ferences between their relevancy algorithms lead to major changes in results relevancy.


What is SEO Copywriting?

SEO Copywriting is the technique of writing viewable text on a web page in such a way that it reads well for the surfer, and also targets specific search terms. Its purpose is to rank highly in the search engines for the targeted search terms.

Along with viewable text, SEO copywriting usually optimizes other on-page elements for the targeted search terms. These include the Title, Description, Keywords tags, headings, and alternative text.

The idea behind SEO copywriting is that search engines want genuine content pages and not additional pages often called "doorway pages" that are created for the sole purpose of achieving high rankings.


What is Search Engine Rank?

When you search any keyword using a search engine, it displays thousands of results found in its database. A page ranking is measured by the position of web pages displayed in the search engine results. If a search engine is putting your web page on the first position, then your web page rank will be number 1 and it will be assumed as the page with the highest rank.

SEO is the process of designing and developing a website to attain a high rank in
search engine results.


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