Langley SEO and content marketing

Langley SEO and content marketing

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They understand that a website's usability and accessibility directly impact its search engine rankings and, by extension, its visibility to potential customers. Learn more about Langley SEO and content marketing here This approach allows for real-time adjustments, keeping pace with the rapid changes in search algorithms. They don't stop at content; Small World Marketing also fine-tunes the backend elements of a website. Gone are the days when keyword stuffing and backlink farming dominated SEO tactics. Small World Marketing's commitment to scrutinizing SEO performance shines through in their collection of case studies, showcasing the tangible results they've achieved for clients.
Small World Marketing recognizes this trend and is leading the charge in Langley SEO and content marketing, incorporating voice search optimization into their comprehensive SEO strategies. Learn more about Small World Marketing here. They're not just creating content; they're curating experiences that attract, engage, and, ultimately, convert. They understand that AI can analyze vast amounts of data to predict trends and user behavior.

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It's a cyclical process where engaging content on social media attracts users, who then visit the website, increasing traffic and improving SEO metrics. Business Growth
Their method involves a careful blend of science and intuition, leveraging tools and experience to forecast keyword effectiveness. This proactive analysis helps companies stay ahead, ensuring their websites are optimized for both search engines and users. They don't just highlight successes; they're honest about areas that need improvement. While mastering keyword optimization techniques is crucial, Small World Marketing also highlights the significant advantages that local SEO offers businesses in Langley SEO and content marketing.
This means optimizing not just for search engines, but for human engagement as well. That's why they're always looking forward, using analytics as their compass. This approach ensures that SEO efforts aren't just broad but sharply focused on the right demographic. Furthermore, Langley SEO and content marketing SEO professionals don't just stop at collecting data.

As users navigate through the site, the AI seamlessly adjusts content, recommendations, and offers in real-time, ensuring that every interaction feels uniquely tailored to the individual. These strategies ensure users find what they're looking for quickly and efficiently, boosting satisfaction and conversions. Selecting the right keywords is crucial for optimizing a website's visibility and attracting targeted traffic. Expanding a digital footprint requires a strategic approach to increase visibility and engagement online. SEO Outreach It's a continuous cycle of evaluation, adjustment, and learning that keeps their strategies effective and their clients happy.

Small World Marketing recognizes that every Langley SEO and content marketing business has unique needs. What sets Small World Marketing apart is their deep understanding of how digital platforms work and their ability to stay ahead of the constantly evolving SEO trends. By leveraging these insights, they're able to craft content that's not only relevant but also timely, ensuring it captures the audience's interest at the right moment. They're setting a new standard, showing that it's possible to be both current and prepared for the future.

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Small World Marketing utilizes this to ensure content isn't just seen but is also relevant and engaging. Langley SEO and content marketing SEO specialists understand that comprehensive keyword research is the cornerstone of any successful digital marketing campaign. This approach not only improves SEO rankings but also fosters trust and loyalty among users. This involves understanding the audience's needs, interests, and pain points, and then tailoring the content to address these aspects directly.

To ensure a seamless user experience, businesses must prioritize mobile optimization by implementing responsive design techniques. Turning to technical SEO, Small World Marketing meticulously optimizes website infrastructure to boost search engine visibility. Small World Marketing's approach to crafting unique strategies hinges on its team's ability to blend creativity with analytical prowess.

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They focus on minimizing load times to improve user experience and boost website rankings.

Top-rated SEO agency Langley

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

Local SEO Langley

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.

Leading SEO company in Langley


Citations and other links

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Embarking on your journey with Small World Marketing begins with a straightforward initial consultation process. Small World Marketing, known for their leadership in SEO within Langley SEO and content marketing, emphasizes the importance of keeping a close eye on various metrics to truly understand how well their efforts are paying off. By optimizing image sizes, leveraging browser caching, and minimizing the use of heavy scripts, they help websites load faster, enhancing the overall user experience. This not only attracts backlinks but also positions the brand as an authority in its niche. They're not afraid to utilize the unique features of each platform, from Instagram stories that showcase behind-the-scenes looks to Twitter threads that break down complex topics.

They're not just posting; they're interacting. This seamless integration of AI-driven insights with real-time adaptability marks a significant leap forward in SEO strategy, setting a new standard for the industry. In today's digital landscape, Small World Marketing adeptly harnesses the power of social media to amplify their clients' online presence and engage directly with their target audience. Moreover, AI tools are streamlining SEO tasks that were traditionally time-consuming and complex.

Each element plays a vital role in ensuring a website's content is fully optimized to meet the demands of both search engines and users. Moreover, Small World Marketing emphasizes the importance of maintaining keyword density. This foresight places their clients' content at the forefront of search results, whether a user is typing or speaking their queries. By analyzing search patterns and behaviors, AI provides a nuanced view of customer intent.

This not only aids in search engine rankings but ensures that visually impaired users can understand images through screen readers. Moreover, they pay close attention to mobile optimization and loading speeds, which are crucial for ranking and retaining visitor interest. Small World Marketing's Langley SEO and content marketing SEO services emphasize the importance of a focused keyword strategy as part of their on-page SEO essentials. Internal linking is another area of focus.



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Top SEO Firms In Langley SEO and content marketing

Small World Marketing's approach to Langley SEO and content marketing SEO services doesn't just focus on digital visibility but also on embedding a business within its local community. SEO Plans Moreover, Small World Marketing's transparency about their processes and results fostered trust and loyalty among their clientele. This approach allows them to make data-driven decisions, optimizing content and SEO strategies to increase organic traffic and improve search engine rankings. Langley SEO and content marketing SEO specialists stress the importance of analytics and performance tracking as essential tools for measuring a website's success.

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They start by ensuring that a website's design is responsive, meaning it automatically adjusts to fit the screen of any device, from desktops to smartphones. They understand that in the ever-evolving landscape of SEO, yesterday's strategies won't necessarily win today's battles. Small World Marketing's track record of success is showcased through a series of compelling case studies. Industry SEO

This isn't just about bombarding potential customers with ads; it's about creating a dialogue, understanding needs and preferences, and providing solutions that truly matter. They're proactive, too, advising clients on potential improvements and exploring new opportunities for online growth and visibility. These are the terms that signal intent and are more likely to convert searches into sales.

Langley SEO and content marketing - Best SEO Firm

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One standout example is a local boutique that struggled to attract foot traffic and online sales.

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They're not just keeping pace with digital marketing trends; they're setting new standards, demonstrating how small businesses can leverage cutting-edge technology to compete on a global stage. Small World Marketing's expertise in these areas ensures that their clients aren't just adapting to current trends but staying ahead of them.

Langley SEO and content marketing SEO Services for Growth

This approach guarantees that their clients' websites remain ahead of the curve, attracting more traffic and engaging users more effectively. Small World Marketing's approach has also democratized access to sophisticated marketing strategies, previously the domain of corporations with hefty budgets. Building on the foundation of AI analytics benefits, real-time data insights offer businesses the capability to act on information as it unfolds, ensuring strategies remain highly relevant and responsive. By analyzing user behavior, search trends, and competitor strategies, they tailor SEO solutions that aren't only innovative but also highly effective. They don't just go for the most popular terms; they dive deep to find those niche keywords that can drive qualified leads.

Social media plays a crucial role in their approach to expanding digital footprints. They've developed strategies to tackle these issues head-on, ensuring clients' content stays both fresh and highly visible. Firstly, technical SEO lays the foundation. Lastly, consistency is key.

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Small World Marketing's expertise ensures that businesses don't just reach more people-they reach the right people in their community. How have Langley SEO and content marketing businesses truly benefited from partnering with Small World Marketing? Content is king, and Small World Marketing knows it. SEO Campaigns They don't stop there; they also emphasize the importance of collecting positive reviews and responding to them, which not only improves visibility but also builds trust with potential customers.

Local SEO has also risen in importance, especially for businesses like those in Langley SEO and content marketing. They continuously monitor keyword performance, adapting strategies as market trends shift and search engine algorithms evolve. They optimize content not just for search engines, but for readers. Small World Marketing's approach to SEO isn't just about inserting keywords or phrases into web content.

Langley SEO and content marketing SEO Services for Growth
Top SEO agencies Langley SEO and content marketing
Top SEO agencies Langley SEO and content marketing

AI-driven tools now enable Small World Marketing to craft content that's not only relevant but also engaging and valuable to the user. Google Rankings Moreover, by focusing on semantic relevance, they ensure the content remains contextually appropriate, enhancing readability and user experience. At the heart of Small World Marketing's vision lies a commitment to harnessing AI's potential to redefine digital marketing landscapes. They delve into the specific market niche and target audience of each business, selecting keywords that not only drive traffic but also attract the right kind of visitors-those most likely to convert. Another significant trend is the emphasis on user experience (UX).
They've got a knack for dissecting the vast amounts of data generated from online interactions, identifying patterns, trends, and opportunities that others might miss.

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Traditional barriers that once hindered local businesses from competing with larger entities are being dismantled. This multi-channel approach ensures that content reaches the widest possible audience, maximizing its impact. They understand that to attract the ideal audience, a business must pinpoint the specific terms and phrases their potential customers are searching for online.
It's a strategic move that sets Langley SEO and content marketing businesses apart in a crowded digital landscape, making them not just findable but also memorable. By analyzing data patterns and user behavior, their AI tools identify topics that aren't just trending but are also relevant and valuable to the audience they're trying to reach. This approach allowed them to fine-tune their strategies, proving the effectiveness of AI in improving search engine rankings and driving traffic.

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It's about understanding the story behind the data. Read more about Langley SEO and content marketing here
While mobile optimization is crucial for reaching a wider audience, it poses unique challenges that businesses must navigate to ensure their websites are fully accessible on smartphones and tablets. 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. The firm's strategic approach involves a deep dive into the intricacies of digital marketing, ensuring that each client's online presence isn't just noticeable but dominant. The result was a 200% increase in lead generation within the first quarter post-implementation, drastically reducing their customer acquisition costs.

Professional SEO consultants Langley SEO and content marketing

This isn't just about being on the first page of search results; it's about understanding what drives consumer behavior and responding to it in real-time. Small World Marketing knows this fact well and integrates it into their SEO strategies for Langley SEO and content marketing businesses. They leverage advanced tools and techniques to uncover insights that many others overlook. Off-Page SEO tactics play a crucial role in enhancing a website's visibility and ranking beyond its own pages. SEO Lead Generation
This isn't just good for brand image; it's beneficial for SEO. Custom strategies for businesses are essential for achieving targeted growth in competitive markets. The importance of localization in Langley SEO and content marketing SEO services can't be overstated, as it ensures businesses reach their targeted local audience effectively.
This proactive stance on content creation ensures that Small World Marketing's clients stay ahead of the curve, capitalizing on emerging trends and keywords. Reflecting on these success stories in Langley SEO and content marketing, it's clear that staying ahead in digital marketing means keeping an eye on the evolving landscape of SEO. AI-driven tools analyze search trends, click-through rates, and user engagement metrics to predict future behaviors and preferences.
Next, companies should identify the right AI SEO tools that fit their specific requirements.

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This involves a meticulous process of vetting potential links to ensure they align with Google's quality guidelines, protecting clients' websites from being penalized. Moreover, AI-driven tools are reshaping how companies understand their target audience.

Explore Langley SEO and content marketing here
Professional SEO consultants Langley SEO and content marketing

Langley may refer to:

People

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Places

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Australia

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Canada

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United Kingdom

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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]

[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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