Organic SEO services Langley

Organic SEO services Langley

Search Engine Optimization

They knew they could leverage their expertise to fill this void. This is because local SEO focuses on relevance to the searcher's location, rather than the size of the company. Learn more about Organic SEO services Langley here Small World Marketing harnesses the power of AI analytics to transform SEO strategies, ensuring businesses stay ahead of the curve. This foresight prevents clients from falling behind and ensures they're always in sync with digital best practices.
Small World Marketing's approach is holistic, focusing on both on-page and off-page SEO techniques. Small World Marketing has been at the forefront, navigating these changes with an innovative approach. Crafting compelling content is crucial for achieving top search engine rankings. Learn more about Small World Marketing here.
They understand that a company's success is deeply intertwined with its reputation and relationships at the local level. The bakery's visibility in search engine results skyrocketed, driving more local and regional traffic to their site than ever before. This segment will explore the achievements and milestones that mark their journey to the top.
As Organic SEO services Langley's top SEO specialists, Small World Marketing understands the importance of staying ahead in the digital game.

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This collaboration isn't just about improving search rankings; it's about redefining how businesses connect with their audiences in the digital landscape. They understand that a website's ease of use, speed, and accessibility are crucial elements in keeping visitors engaged and encouraging return visits.

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Read more about Organic SEO services Langley here

It's clear that Small World Marketing isn't just about promises; they're about delivering tangible success that businesses in Organic SEO services Langley and beyond can see and measure. Small World Marketing is at the forefront of this innovation, leveraging AI to not only understand and predict search engine behaviors but also to craft content that's more appealing to both search algorithms and users.

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AI-driven SEO doesn't just level the playing field-it tilts it in favor of those who adeptly wield these new tools. Content optimization comes next.

By forecasting future trends and changes in user behavior, businesses can stay one step ahead, adjusting their SEO strategies to maintain or improve their search engine visibility. They understand that what worked yesterday mightn't work today, let alone tomorrow.

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The firm's approach ensures that SEO efforts aren't only effective today but are also resilient to the changes tomorrow might bring.

By focusing on enhancing online visibility, companies can attract more local traffic, directly impacting their customer base and sales. That's why they're committed to monitoring their clients' website performance continuously. This meticulous process isn't just about finding popular terms; it's about identifying those that align perfectly with each business's unique offerings and goals.

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Furthermore, AI analytics can predict future trends, allowing companies to stay ahead of the curve rather than merely reacting to changes. By embedding high-quality images with proper alt tags, they further ensure that web pages are accessible and engaging. They invested heavily in research and development, constantly testing new techniques and tools to ensure they could offer the most current and effective solutions.

Effective SEO services Langley

Early European settlement in the area was known as "Innes Corners" (after homesteader Adam Innes); in 1911, the area became known as "Langley Prairie", part of the Township of Langley a.k.a. Langley Township since 1873. Twentieth-century improvements in transportation access, including the construction of the British Columbia Electric Railway in 1910, Fraser Highway in the 1920s, and Pattullo Bridge in 1937, profoundly impacted the area, transforming it from rural into the main urban and commercial core of the Township. In turn, this birthed the need for upgraded and new amenities, especially with respect to health, infrastructure, safety and sanitation.

Langley off-page SEO solutions


Citations and other links

Organic SEO services Langley SEO and Digital Marketing

Their journey from traditional SEO techniques to integrating cutting-edge AI tools offers a fascinating glimpse into the future of digital marketing. By producing timely and relevant content, Small World Marketing positions its clients as thought leaders in their respective industries. SEO Insights Dynamic content optimization revolutionizes how websites adapt to real-time SEO changes, ensuring they remain competitive and visible. As a site becomes more user-friendly and content becomes more relevant, businesses see a significant uptick in traffic, engagement, and, ultimately, sales. This insight allows for the optimization of content, ensuring it aligns with what your audience seeks, thereby improving your search engine ranking.

Navigating these challenges effectively is critical for businesses looking to thrive in the digital landscape, and Small World Marketing is at the forefront, providing innovative solutions to enhance mobile optimization for Organic SEO services Langley businesses. Like a craftsman meticulously carving a masterpiece from a raw block of wood, Small World Marketing is refining the landscape of digital marketing in Organic SEO services Langley and beyond with its innovative AI-powered SEO strategies. Having established the importance of social media in enhancing brand visibility, it's crucial to explore how these platforms significantly drive website traffic, impacting SEO positively. Their strategy hinges on the belief that content isn't just about stuffing keywords into paragraphs.

It's no longer about casting a wide net and hoping for the best. Small World Marketing leverages predictive analytics to tailor SEO strategies with unparalleled precision, ensuring each client's content resonates with their target audience. Another trend gaining momentum is the importance of user experience (UX). In essence, Small World Marketing isn't just future-proofing Organic SEO services Langley companies; they're setting a new standard for digital marketing excellence, where adaptability, foresight, and informed decision-making drive growth and success in an unpredictable online world.

Small World Marketing's team begins by conducting an extensive analysis of the business's current online presence, target audience, and industry trends. This personalized approach ensures that marketing efforts aren't just a shot in the dark but a strategic move towards greater visibility and success. The café's success story attributes this surge to the targeted SEO tactics that put them on the map for people searching for the best coffee spots in Organic SEO services Langley. For instance, if they notice a high bounce rate on a particular page, they'll investigate potential causes-be it poor content quality, slow loading times, or irrelevant keywords-and then take corrective action to enhance user experience and retention.

Organic SEO services Langley SEO and Digital Marketing
SEO Strategy Development Organic SEO services Langley

SEO Strategy Development Organic SEO services Langley

They've mastered the art of weaving keywords and optimizing content in a way that drives predictable customer growth, transforming the elusive into the attainable. They're now able to optimize content dynamically, respond swiftly to algorithm changes, and analyze search trends with unprecedented precision. To illustrate the effectiveness of their approach, Small World Marketing showcases several case studies of local businesses that have seen remarkable success. While leveraging AI for SEO analytics significantly boosts website visibility, focusing on improving conversion rates turns traffic into tangible results for Organic SEO services Langley companies.

Beyond initial optimizations, ongoing SEO maintenance is crucial for keeping your website competitive in search engine rankings. Organic SEO services Langley's experts craft customized SEO strategies, ensuring each client's unique needs are met with tailored keyword optimization.

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SEO Consultants There's a growing emphasis on local SEO strategies, with companies vying to top local search queries to attract nearby customers.

This meticulous process ensures that the strategies devised aren't only unique but also perfectly aligned with the business's objectives. Small World Marketing leads this innovative approach, integrating artificial intelligence to dissect and understand vast amounts of SEO data. Small World Marketing emphasizes the importance of quality content.

Furthermore, Small World Marketing utilizes AI for smarter keyword analysis. By constantly adapting and refining their strategies, they drive predictable customer growth, making them a trusted partner for businesses looking to enhance their online presence. This approach not only enhances the relevance of content but also significantly improves the chances of achieving higher search engine rankings.

SEO strategies for Organic SEO services Langley industries

While off-page SEO bolsters a site's external reputation, technical SEO focuses on optimizing the website's infrastructure to improve search engine visibility and user experience. They're adept at identifying the right platforms for each business, whether it's Instagram for visually compelling stories or LinkedIn for professional networking. This not only boosts SEO rankings but also builds brand authority and trust. This meticulous approach to keyword optimization has resulted in significant traffic increases for their clients.

Metadata optimization is another critical area they tackle, optimizing titles, descriptions, and tags to accurately reflect the site's content. Search trends evolve, and so should the keywords businesses target. Small World Marketing's approach to implementing on-page SEO begins with thorough keyword research and optimization to ensure clients' websites are finely tuned for search engine success.

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Small World Marketing ensures this content reaches the right people at the right time through strategic content marketing. By analyzing how users interact with content, Small World Marketing can refine SEO tactics to improve user experience, increase dwell time, and reduce bounce rates. They'll recommend the most effective strategies to enhance your digital footprint.

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They also focus on optimizing for voice search, a growing trend that's reshaping SEO. They prioritize actionable steps, ensuring each move is measurable for real-time adjustments.

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This data-driven approach allows them to continuously optimize their clients' social media campaigns, ensuring maximum return on investment.

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SEO Tracking Services Organic SEO services Langley
SEO Tracking Services Organic SEO services Langley

They forge strategic partnerships to expand their clients' digital footprint, while prioritizing the creation of high-quality content that attracts valuable backlinks. The team at Small World Marketing starts by identifying target keywords essential for their clients' online visibility. Building on the success stories of local businesses, Small World Marketing is now focusing on ensuring Organic SEO services Langley companies are equipped to thrive in the ever-evolving digital landscape. SEO and Web Design They've leveraged this technology to not only predict trends but also to understand the ever-evolving behaviors of search engine algorithms.

It's not enough to just have keywords sprinkled throughout your site; the content must be valuable, informative, and engaging to your target demographic. And that's exactly what Small World Marketing helps businesses achieve. Their approach isn't just about getting eyes on pages; it's about drawing the right eyes, those eager to engage and convert.

Understanding the unique needs of each business, Small World Marketing crafts SEO strategies that are precisely tailored to enhance online presence and drive targeted traffic. Harnessing the power of social media, Small World Marketing creates synergies that amplify their SEO efforts and engage broader audiences. This initial analysis forms the bedrock of a keyword strategy that's not only comprehensive but highly customized.

This means businesses will need to leverage AI to analyze search patterns and optimize their content accordingly to stay competitive. They're not just about improving rankings; they're focused on delivering measurable results, such as increased website visits, higher conversion rates, and enhanced brand visibility. SEO Results This includes optimizing Google My Business profiles, encouraging reviews, and making sure that the company's name, address, and phone number (NAP) are consistent online.

Organic SEO services Langley e-commerce SEO services

It requires a deep understanding of CSS and HTML to ensure that a website not only looks good on a mobile device but also functions properly. They've also incorporated responsive design techniques, ensuring seamless navigation on any device. Moreover, clear categorization and intuitive design elements guide users effortlessly through the site. Small World Marketing recognizes that the primary hurdle lies in adapting a site's layout and content to fit the varied screen sizes without compromising the user experience.
The cafe's owner credits their success to the strategic keyword optimization and localized content marketing efforts that captured the essence of their unique offerings and community vibe. Following the analysis, they collaborate closely with the client to set clear, achievable goals. SEO Competitor Analysis Another trend on the horizon is the importance of mobile-first indexing.
It's a win-win situation where both parties benefit from the shared content. Content creation is another pillar of their strategy. But what sets Small World Marketing apart isn't just their expertise; it's their commitment to tailoring their services to each client's unique needs. Organic SEO
Moreover, Small World Marketing recognizes the importance of social signals in SEO. Mobile users expect quick access to information, and sites that load slowly on smartphones often see higher bounce rates. Small World Marketing's commitment to personalized strategies doesn't end with initial success.

Explore Organic SEO services Langley here
Organic SEO services Langley e-commerce SEO services

Langley may refer to:

People

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Places

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Australia

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Canada

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France

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United Kingdom

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United States

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Schools

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Other uses

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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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