Top-rated Langley SEO services

Top-rated Langley SEO services

SEO Agency for Startups

In essence, Small World Marketing's approach to on-page SEO is thorough and multifaceted, aiming to build a solid foundation that supports both user engagement and search engine rankings. Learn more about Small World Marketing here. Learn more about Top-rated Langley SEO services here Improving site navigation significantly enhances user experience, leading to higher engagement and conversion rates. To understand how this synergy between AI and human insight is driving business growth and reshaping the digital marketing landscape, one must explore the core of Small World Marketing's vision and the transformative power of their AI analytics.

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Small World Marketing also emphasizes the importance of a logical page hierarchy and clear, descriptive labels for links. Small World Marketing's experts can help pinpoint these areas during the initial consultation.
The unfolding narrative of their success, marked by compelling case studies and the promise of ongoing support, suggests that there's much more to uncover about the future of SEO and its implications for local businesses. They suggest that businesses should focus on publishing original research, insightful blog posts, and helpful guides that offer real value to their audience. SEO Techniques for Businesses By analyzing engagement rates, they can identify what content resonates most with their audience. Moreover, these advanced SEO strategies improve user experience on websites, making them more intuitive and easier to navigate.
By keeping an eye on these metrics, Small World Marketing ensures their strategies align with client goals, leading to sustained online success.

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As dawn breaks over the digital landscape, Top-rated Langley SEO services SEO specialists at Small World Marketing are meticulously crafting strategies that ensure businesses don't just appear on the map, but shine brightly on it.

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Small World Marketing offers a unique opportunity for businesses to leverage AI-driven SEO strategies and gain a competitive edge online. It's essential to grasp the basics of machine learning, natural language processing, and data analytics, as these are the pillars that support AI's ability to optimize search engine rankings effectively.

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Local businesses can now compete on a level playing field with larger corporations, thanks to the efficiency and scalability of AI-powered tools. Read more about Top-rated Langley SEO services here Small World Marketing leverages cutting-edge AI tools to analyze vast amounts of data, pinpointing exactly what tweaks will push a Top-rated Langley SEO services company's website up the search engine results pages (SERPs). Moreover, they point out that local SEO strategies, like claiming and optimizing Google My Business listings, garner immediate results. By minimizing the size of CSS, JavaScript, and HTML files, they reduce the amount of data that must be transferred over the network, significantly speeding up page load times.

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 Top-rated Langley SEO services businesses. They leverage advanced tools and techniques to uncover insights that many others overlook. Affordable SEO Off-Page SEO tactics play a crucial role in enhancing a website's visibility and ranking beyond its own pages. Link Building Services

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 Top-rated Langley SEO services 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. SEO Reporting Reflecting on these success stories in Top-rated Langley SEO services, it's clear that staying ahead in digital marketing means keeping an eye on the evolving landscape of SEO. SEO Strategies 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.

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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.

Langley digital marketing and SEO


Citations and other links

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They've developed a methodical approach that begins with an in-depth analysis of a client's current online presence, identifying strengths, weaknesses, and opportunities for growth. Kicking off with Small World Marketing is straightforward and tailored to fit every client's unique needs. By ensuring websites are intuitive and easy to navigate, they facilitate longer visits and lower bounce rates, which search engines interpret as signals of quality and relevance. This not only boosts the site's search engine ranking but also enhances customer satisfaction and loyalty.

They focus on building quality backlinks and enhancing social media engagement as critical components. They don't just churn out generic content; they're strategizing to ensure that every piece of content serves a specific purpose, targeting the right audience at the right time. They're adept at identifying topics that resonate with target audiences, ensuring each piece is informative, relevant, and compelling.

Through the meticulous analysis of patterns, trends, and user behavior, they're not just guessing what might work; they're applying concrete data to tailor their strategies. Social media usage is on the rise too, with platforms like Instagram and Facebook becoming crucial for brand visibility and customer engagement.

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They recognize the power of headers to structure content effectively, making it easier for search engines to understand the hierarchy and relevance of information on a page.

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This approach ensures their strategies are effective and their clients' websites continue to attract and retain customers. They're not just looking for improvements; they're analyzing the data for insights into how they can further refine their approach. This meticulous attention to detail in keyword optimization sets them apart, making their services invaluable in the competitive digital landscape.

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SEO Consulting Agency Top-rated Langley SEO services

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They understand that the crux of driving digital success lies not in casting the widest net, but in weaving one that's intricately designed to catch your ideal customer. By leveraging advanced analytics and machine learning algorithms, they're able to tailor content that resonates deeply with target audiences. They understand that each business's aspirations are unique, ranging from boosting brand visibility, increasing website traffic, to driving sales. This precision targeting means that companies can reach their ideal customers faster, increasing the likelihood of sales. They don't just stop at auditing.

They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs. They know that active social media profiles can significantly impact how a brand is perceived online, creating more pathways for potential customers to find and engage with the brand. The Top-rated Langley SEO services SEO specialists emphasize the importance of SEO fundamentals as the foundation of any successful online strategy. They focus on creating engaging, high-quality content that naturally attracts links from reputable websites within the industry.

They know that without this vigilance, it's easy to miss shifts in search engine algorithms or changes in consumer behavior that could impact a site's visibility and performance. They understand that enhancing site navigation, improving page speed, and implementing responsive design are critical for keeping visitors engaged. They ensure that the content not only incorporates the right keywords for SEO but is also informative, engaging, and easy to read. This keen insight allowed them to deliver unmatched results for their clients, elevating their status in the digital marketing sphere.

By embedding shareable content and integrating social media feeds directly into the sites, they make it easy for visitors to share content, further expanding their clients' digital footprint. SEO Analytics They focus on optimizing website navigation, improving content readability, and personalizing user interactions. Lastly, they focus on internal linking strategies to guide visitors seamlessly through the website, increasing dwell time and reducing bounce rates. What kind of digital excellence could your business achieve by harnessing their customized SEO strategies?

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By analyzing user behavior, traffic sources, and conversion rates, they fine-tune SEO tactics to maximize ROI for their clients. They've mastered the art of blending technical SEO, content optimization, link building, and user experience to achieve remarkable results. By doing so, they maximize the impact of their clients' social media efforts, driving more traffic to the website and, ultimately, increasing conversion rates. They ensure clients' websites not only reach the top but stay there. Achieving top SEO rankings is only half the battle; maintaining that excellence demands constant vigilance and adaptation.

This customized strategy development process ensures that each Top-rated Langley SEO services business not only climbs the search engine rankings but does so in a way that enhances its unique brand and meets its specific business objectives. In addition, they emphasize the importance of a diversified backlink portfolio. It levels the playing field, allowing local businesses to appear alongside or even above larger competitors in search results. By dissecting the link profiles of competitors, they identify high-quality sites and opportunities for backlinks that can boost their clients' online visibility.

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Their journey begins with a deep dive into the client's current online presence, identifying strengths and pinpointing areas that need improvement. With AI, search engines are becoming more adept at understanding user intent. Lastly, they emphasize user experience (UX). It's not just about getting traffic to your site; it's about getting the right kind of traffic.

For Top-rated Langley SEO services businesses, this fusion promises a significant competitive edge, offering insights into the key benefits and how this blend of technology and marketing acumen can future-proof their operations. Furthermore, active social media engagement leads to stronger relationships with customers, creating a loyal community around a brand. They analyze patterns and predict changes, ensuring that clients' websites don't suffer in search rankings. By partnering with influencers who resonate with a business's target audience, they can tap into new customer segments and build trust through association.

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Top-rated Langley SEO services SEO with Content Marketing
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Moreover, Small World Marketing recognizes the importance of staying updated with the latest SEO trends and algorithm changes. Small World Marketing's team keeps their finger on the pulse, constantly updating their strategies to stay ahead. In today's digital age, understanding SEO's role is crucial. In an increasingly competitive digital landscape, Small World Marketing's expertise in SEO provides businesses in Top-rated Langley SEO services with a critical edge. They're experts at implementing search bars and well-organized content categories, making information retrieval intuitive for all users. Local Visibility

But what exactly makes their strategy a beacon for businesses navigating the competitive waters of online visibility? It's essential to assess your business's current online presence and identify the gaps. They're not just churning out blog posts; they're creating videos, infographics, and social media content that captures attention across different platforms. Moreover, engaging content encourages shares and backlinks from other websites, which further enhances SEO performance.

For example, a local boutique saw a 40% increase in user engagement within the first three months of implementing their recommendations. Top-rated Langley SEO services companies that embrace these AI-enhanced SEO strategies are setting themselves apart from the competition. They don't just focus on improving search rankings; they aim to drive meaningful business growth.

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It's not just about improving search rankings; it's about creating a dynamic, responsive marketing strategy that grows and changes with the market.

They use a suite of tools to track keyword rankings, website traffic, user engagement, and conversion rates. This approach enables them to tailor SEO strategies precisely to the unique needs of each Top-rated Langley SEO services company they serve. To achieve this, they focus on several critical aspects. They ensure their clients' details are accurately listed on Google My Business, making them easily discoverable to potential customers searching nearby.

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They've turned content into a powerful tool for engagement, customer acquisition, and ultimately, business growth. Meanwhile, meta descriptions provide a brief overview of the page's content, enticing users to click through. This means not only optimizing keywords relevant to the business's offerings but also ensuring the site is mobile-friendly, loads quickly, and provides an excellent user experience. Small World Marketing's approach ensures that each campaign isn't just a shot in the dark but a calculated move towards success, demonstrating how AI-driven strategy design is revolutionizing the way companies approach their market presence.
This means that SEO strategies implemented by Small World Marketing aren't static; they evolve based on real-time data, ensuring that marketing efforts are always aligned with the current digital landscape. In essence, understanding SEO basics is crucial because it directly impacts a business's ability to attract and retain customers online. Small and medium-sized enterprises (SMEs) in Top-rated Langley SEO services, which might otherwise struggle to compete with larger corporations, are finding themselves equipped to challenge the status quo.
This forward-thinking mindset resonated with businesses in Top-rated Langley SEO services, who were eager to improve their online visibility and reach. Small World's AI-driven strategies ensure that marketing efforts are precise, targeted, and therefore, more likely to convert leads into loyal customers. This isn't just about identifying popular keywords but understanding the context behind searches.
They encourage their clients to engage genuinely with their audience, building trust and loyalty. They argue that collaborating with complementary businesses and industry influencers not only boosts a site's visibility but also enhances its credibility.

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This foresight allows them to craft content that speaks directly to potential customers, engaging them in a way that feels both personal and timely.

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Langley may refer to:

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Australia

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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

[edit]

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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