SEO in Langley

SEO in Langley

SEO consultant

They've mastered the art of Local SEO, ensuring that when potential customers are looking for services or products in SEO in Langley, your business pops up at the top of their search results. You can find this data in Google Analytics under the Acquisition section.

SEO in Langley - SEO consultant

  1. SEO reporting and analytics
  2. SEO for non-profits
  3. SEO for fitness businesses
  4. SEO for SaaS businesses
  5. Black-hat SEO risks
  6. SEO for HVAC companies
  7. SEO for moving companies
  8. SEO social signals
  9. SEO for chiropractors
  10. SEO for car dealerships
  11. Content marketing strategy
  12. SEO for WordPress
  13. SEO for online courses
  14. SEO for law firms
  15. Organic traffic growth
  16. SEO for service providers
This proactive approach ensures your business stays ahead of the curve and in front of your target audience. Lastly, measure your conversion rate. Learn more about Small World Marketing here. Learn more about SEO in Langley here SEO, or Search Engine Optimization, revolves around optimizing your website so it ranks higher on search engine results pages.
This means you're not just another account number; you're a partner in a journey towards achieving measurable and meaningful results. Small World Marketing understands that a one-size-fits-all approach doesn't cut it in the competitive digital landscape of SEO in Langley. Small World Marketing's track record of transforming e-commerce businesses shines through its portfolio of client success stories. This makes other websites more likely to link to your content naturally.
This means optimizing everything from your keywords to your website's user experience, making sure that once visitors land on your page, they find exactly what they're looking for. That's where Small World Marketing steps in. From keyword research and on-page optimization to link building and content strategy, they've got every aspect of SEO covered. Local SEO optimization ensures you're right there when they look.
Small World Marketing uses advanced SEO techniques to identify the topics and keywords that matter most to your potential customers. They get that every business is unique, with its own set of challenges and goals. They start by conducting a comprehensive SEO audit of your website to identify areas for improvement. Website traffic tells you how many people are visiting your site, indicating the effectiveness of your SEO and content marketing efforts.

SEO in Langley - SEO for real estate

  • Google algorithm updates
  • SEO for featured snippets
  • Competitor SEO analysis
  • SEO for lawyers
  • SEO copywriting
  • SEO agency
  • SEO for auto repair shops
  • E-commerce SEO
  • SEO for e-commerce stores
  • SEO meta tags optimization
  • SEO case studies
  • Google ranking services
  • SEO for B2B companies
  • SEO for Shopify
  • Technical SEO
  • SEO for multilingual websites
  • SEO for cleaning services
  • Off-page SEO
  • SEO for educational institutions

They don't stop at just getting you to the top of Google searches. We'll pinpoint the exact steps needed to boost your website's visibility and attract more customers. Furthermore, their team is a blend of creativity and technical prowess. But remember, AI is a tool, not a replacement.

Beyond just optimizing your website, Small World Marketing also offers comprehensive SEO training and consultation to empower you in driving your own online success.

SEO in Langley - SEO for e-commerce stores

  1. SEO for featured snippets
  2. Competitor SEO analysis
  3. SEO for lawyers
  4. SEO copywriting
  5. SEO agency
  6. SEO for auto repair shops
  7. E-commerce SEO
  8. Website optimization
  9. SEO for startups
  10. SEO content calendar
  11. SEO for photography websites
  12. SEO for e-commerce stores
  13. SEO meta tags optimization
  14. SEO case studies
  15. Google ranking services
  16. SEO for B2B companies
  17. SEO for Shopify
  18. Technical SEO
  19. SEO for multilingual websites
It's a game of quality over quantity, where backlinks must come from reputable sources, and social signals are taken into account. Small World Marketing stands as a testament to the power of blending conventional SEO tactics with cutting-edge AI technologies, crafting a blueprint for digital excellence that many strive to emulate.

Stay tuned to uncover the depth of their expertise and the stories of success that could pave the way for your own digital triumph. SEO for news websites Small World's AI-driven strategies optimized the restaurant's local search presence, doubling its online reservations. In the ever-evolving digital landscape, Small World Marketing is planting its flag in SEO in Langley, offering entrepreneurs a lifeline in the vast ocean of online competition.

While on-page optimization sharpens your website from within, off-page SEO and link building expand your visibility across the web. You'll find they can predict trends, optimize content for search engines more effectively, and even automate routine tasks, freeing you up to focus on strategy and creativity. Whether you're a complete newbie or looking to enhance your existing skills, they've got you covered.

Langley SEO Specialists

Specifically, two issues decided Langley's future. First was street lights, which Langley Prairie argued were needed not only for safety but also progress, yet on which reeve George Brooks declared "not a nickel" would be spent. Second was Langley Prairie's belief that it had neither the political sway nor fair share of municipal services that it deserved relative to its local tax contribution. Langley Prairie by then constituted 20% of the Township's tax base. A referendum on secession was therefore held in September, 1954. It passed with over 85% of the vote. Langley Prairie officially seceded and became the City of Langley on March 15, 1955.

Healthcare SEO Langley


Citations and other links

SEO Content Marketing Company SEO in Langley

In a world where digital presence is non-negotiable, customizing your SEO strategy isn't just beneficial-it's critical. This insight lets you craft content that speaks directly to them, whether it's through blog posts, videos, infographics, or social media updates. This isn't just about seeing how you stack up against others; it's about uncovering opportunities and weaknesses in your digital footprint. Tools like Google Search Console or third-party SEO platforms can help you track how your pages rank for specific queries. SEO for e-commerce stores You're probably wondering how this impacts your business in SEO in Langley.

They tailor your website's content to include local keywords, landmarks, and references that resonate with your community. Initially struggling to gain online visibility, they partnered with Small World Marketing. With Small World Marketing, you're not just climbing the search engine rankings; you're setting a new standard for success in your industry.

SEO in Langley - SEO for photography websites

  1. SEO for podcasts
  2. SEO for voice search
  3. SEO for gyms and personal trainers
  4. SEO for electricians
  5. SEO for corporate websites
  6. SEO for landscaping businesses
  7. SEO for medical practices
  8. SEO reporting and analytics
  9. SEO for non-profits
  10. SEO for fitness businesses
  11. SEO for SaaS businesses
  12. Black-hat SEO risks
  13. SEO for HVAC companies
  14. SEO for moving companies
  15. SEO social signals
  16. SEO for chiropractors
This adaptability is key in safeguarding your business against shifts in digital trends and consumer behaviors.

Small World Marketing's advanced SEO solutions are transforming local enterprises, leveraging a blend of customized strategies, keyword mastery, and content that genuinely engages audiences. Imagine a scenario where word-of-mouth spreads like wildfire, where your message resonates so well within a community that it propels your brand to new heights. This holistic approach to driving targeted traffic doesn't just boost your website visits; it increases the likelihood of converting those visits into meaningful interactions and, ultimately, sales. They'll ensure your business information is accurate and up-to-date, from your address and phone number to your operating hours.

SEO in Langley - SEO-friendly website design

  • SEO-friendly website design
  • SEO for beauty salons
  • SEO for therapists
  • Website optimization
  • SEO for startups
  • SEO content calendar
  • SEO for photography websites
  • SEO for e-commerce stores
  • SEO meta tags optimization
  • SEO case studies
  • Google ranking services
  • SEO for B2B companies
  • SEO for Shopify
  • Technical SEO
  • SEO for multilingual websites


This means your website's content isn't just engaging; it's precision-engineered to climb the SEO ranks. The key isn't just to keep up, but to anticipate and adapt to changes before they become the new norm. They're using data-driven insights to ensure your website climbs the search engine rankings and reaches the people most likely to convert into customers. With the rising popularity of voice assistants, optimizing for conversational queries can give you an edge over competitors.

SEO Content Marketing Company SEO in Langley
Affordable SEO Specialists SEO in Langley

Affordable SEO Specialists SEO in Langley

Their success story doesn't just stop at numbers; they've become a go-to fashion destination in SEO in Langley. Regular content updates, technical SEO audits, and competitor analysis are part of the package, ensuring your business doesn't just keep up but stays ahead. As a SEO in Langley business owner, leveraging Small World Marketing's advanced SEO solutions, you've got to focus on content that resonates with your audience.

SEO in Langley - SEO for e-commerce stores

  • SEO for cleaning services
  • Off-page SEO
  • SEO for educational institutions
  • Google My Business optimization
  • SEO penalties and recovery
  • SEO-friendly content creation
  • SEO for construction companies
  • SERP ranking improvement
  • SEO for healthcare
  • On-page SEO
  • SEO for dental practices
  • SEO strategy development
  • SEO campaign management
  • SEO for travel agencies
  • Schema markup implementation
  • SEO for pest control companies
  • Digital marketing agency
  • SEO for local businesses
  • Link building services
  • SEO for podcasts
It's a strategic approach tailored to boost your visibility and attract more customers in SEO in Langley.

Plus, with AI's continuous learning capabilities, your SEO strategies evolve, keeping you ahead in the highly competitive digital landscape.

SEO in Langley - SEO for finance industry

  • SEO for voice search
  • SEO for gyms and personal trainers
  • SEO for electricians
  • SEO for corporate websites
  • SEO for landscaping businesses
  • SEO for medical practices
  • SEO reporting and analytics
  • SEO for non-profits
  • SEO for fitness businesses
  • SEO for SaaS businesses
  • Black-hat SEO risks
  • SEO for HVAC companies
  • SEO for moving companies
  • SEO social signals
  • SEO for chiropractors
  • SEO for car dealerships
  • Content marketing strategy
Don't overlook your images either. But it's not just about attracting visitors.

Your business isn't a one-size-fits-all operation, and your SEO approach shouldn't be either. Building on comprehensive keyword research, Small World Marketing crafts SEO strategies specifically designed for your business in SEO in Langley, ensuring you stand out in the digital crowd. They're constantly adapting their strategies to stay ahead of Google's ever-changing algorithms, ensuring that your business doesn't just keep up, but stays ahead of the curve.

In choosing Small World Marketing, you're not just boosting your online presence; you're setting your business up for sustained growth and success. It's all about optimizing your online presence to appear in local search results, ensuring that when potential customers in your area search for products or services you offer, you're right there on top. You might wonder how these businesses outshine their competitors.

SEO for realtors SEO in Langley

Moreover, Small World Marketing's consultation services are designed to tackle your unique challenges. That's the power of comprehensive keyword research done right.

SEO in Langley - SEO-friendly website design

  1. SEO case studies
  2. Google ranking services
  3. SEO for B2B companies
  4. SEO for Shopify
  5. Technical SEO
  6. SEO for multilingual websites
  7. SEO for cleaning services
  8. Off-page SEO
  9. SEO for educational institutions
  10. Google My Business optimization
  11. SEO penalties and recovery
  12. SEO-friendly content creation
  13. SEO for construction companies
  14. SERP ranking improvement
  15. SEO for healthcare
It's not just about numbers; it's about impactful, sustainable growth that propels businesses forward. It's not just about posting regularly but creating a synergy between your SEO strategies and social media efforts. This not only engages your local customers but also signals to search engines that you're a key player in the local market.

SEO in Langley - SEO for e-commerce stores

  • SEO for cleaning services
  • Off-page SEO
  • SEO for educational institutions
  • Google My Business optimization
  • SEO penalties and recovery
  • SEO-friendly content creation
  • SEO for construction companies
  • SERP ranking improvement
  • SEO for healthcare
  • On-page SEO
  • SEO for dental practices
  • SEO strategy development
  • SEO campaign management
  • SEO for travel agencies
  • Schema markup implementation
  • SEO for pest control companies
  • Digital marketing agency
  • SEO for local businesses
  • Link building services

In the bustling digital market, securing quality backlinks is akin to getting glowing referrals in the online world. In the vast ocean of online businesses, standing out can often feel like finding a needle in a haystack, yet Small World Marketing's expert SEO services in SEO in Langley offer you the magnet to draw attention directly to your brand. By conducting in-depth keyword research, we identify the terms your target audience is searching for, ensuring your content ranks highly for those queries. It's about creating a seamless, personalized experience that keeps them coming back for more.
That's the power of personalization. It's no longer just about inserting keywords; it's about creating meaningful content that resonates with your audience and meets search engines' sophisticated criteria. Search engines are always updating their algorithms, so what worked yesterday mightn't work tomorrow. In this evolving digital era, leveraging AI in your SEO practices isn't just an advantage; it's becoming a necessity. Read more about SEO in Langley here
By monitoring these indicators, you can get a clear picture of how well your digital marketing strategies are working and where there's room for improvement. To truly gauge the success of your SEO strategy, Small World Marketing zeroes in on performance tracking and reporting, providing you with clear, actionable insights. This doesn't just sling a backlink your way; it positions you as an authority in your field. These stories highlight the power of tailored SEO strategies.

SEO content calendar
SEO for realtors SEO in Langley
SEO for law firms SEO in Langley
SEO for law firms SEO in Langley

You'll find that machine learning doesn't just stop at making predictions. In a nutshell, their Google My Business optimization service isn't just a checklist. When you make your customers feel understood, they're more likely to engage with your content, visit your website, and, ultimately, convert. Large blocks of text and complex images that work well on desktop can be overwhelming on a smaller screen. As you navigate the complexities of Search Engine Optimization (SEO), it's crucial to understand that not all strategies are created equal, especially when it comes to local businesses competing in a digital world.

You'll receive regular updates and transparent reports, so you're always in the loop. Having enhanced your website's usability, it's now crucial to focus on creating and marketing content that resonates with your audience. Let's explore how Small World Marketing's approach to SEO might just be the key you've been searching for to expand your clientele. SEO for tattoo studios Use keywords relevant to your business in your bio and posts.

This means your content shouldn't only be shareable and engaging but also optimized for search engines. They're committed to not just leading you to the water but teaching you how to fish in the vast ocean of SEO. SEO isn't just about attracting more visitors; it's about getting the right visitors. Instead, they dive deep into what makes your brand tick, your target market, and your competition.

You've got to keep your content fresh and relevant, and that's a task in itself. Machine learning's influence on SEO strategies transforms how you connect with your audience, making every search result more relevant and personalized. Then, focus on creating shareable content. AI's sophisticated algorithms can interpret search behaviors, helping you tailor your content to meet the exact needs of your target audience.

Google penalty recovery SEO in Langley

These often have less competition and can be easier to rank for. When you team up with the right partners, such as Small World Marketing, you're not just getting their expertise in SEO; you're also tapping into a wider network. But it doesn't stop there. This approach fosters a deep sense of trust and loyalty, transforming customers into advocates for your brand.

SEO in Langley - SEO for e-commerce stores

  1. SEO consultant
  2. SEO domain authority building
  3. SEO for tattoo studios
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  5. SEO for news websites
  6. SEO for real estate
  7. SEO for finance industry
  8. SEO-friendly website design
  9. SEO for beauty salons
  10. SEO for therapists
  11. Website optimization
  12. SEO for startups
  13. SEO content calendar
  14. SEO for photography websites
  15. SEO for e-commerce stores
  16. SEO meta tags optimization

Small World Marketing gets this. Instead, they dive deep into understanding your unique market position, challenges, and objectives. Their expertise isn't just broad; it's deep.
Struggling to attract local clients, they turned to Small World Marketing for help. You've got to dive deep into keyword research to uncover the terms that aren't only relevant to your business but also have a high search volume and low competition.

SEO in Langley - SEO content calendar

  1. SEO for WordPress
  2. SEO for online courses
  3. SEO for law firms
  4. Organic traffic growth
  5. SEO for service providers
  6. SEO for small businesses
  7. SEO backlink strategy
  8. SEO for wedding planners
  9. SEO for security companies
  10. SEO for home services
  11. SEO for YouTube channels
  12. SEO for roofing businesses
  13. SEO trends and updates
  14. SEO for video marketing
  15. Google algorithm updates
You'll want to focus on quality over quantity.
No jargon, no fluff-just clear insights that help you understand how your investment is working for you. With more people using voice assistants for internet searches, they ensure your content is primed for this shift, making you accessible no matter how your audience decides to search. By incorporating artificial intelligence, they're not just keeping pace with the future; they're actively shaping it, offering a competitive edge that's becoming indispensable in the digital age.

Explore SEO in Langley here
Google penalty recovery SEO in Langley

Langley may refer to:

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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]

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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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