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We prefer our clients to not only know what we are doing for them, but why! Links are important but don't confuse quality with quantity and don't think about links in isolation from your content. It's vital to understand that having great content massively increases your chances of securing natural links from quality relevant pages. These links will help you the most. In simple language if you have something worth linking to you might secure links worth having. Great sites don't link to poor quality content, why would they? Do your homework and understand what kind of content your potential customers are looking for.
What Is SEO?
It's Simpler Than You Think! Write fantastic, useful content that uses words and phrases used by people who search for your products and services. Make it easy for people to share and link to it. How Do I Get Links? In , Google announced a campaign against paid links that transfer PageRank. Matt Cutts , a well-known software engineer at Google, announced that Google Bot would no longer treat nofollowed links in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.
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 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. In February , 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 which punishes sites whose content is not unique.
Make Your Site Appear in Google™
The 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 recognised 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 .
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. The leading search engines, such as Google , Bing and Yahoo! Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically.
Directory and DMOZ , two major directories which closed in and respectively, both required manual submission and human editorial review. Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Today, most people are searching on Google using a mobile device. To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.
When a search engine visits a site, the robots.
Search engine optimization - Wikipedia
As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled. 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 , Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam. 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.
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Adding relevant keywords to a web page's meta data, including the title tag and meta description , will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL normalization of web pages accessible via multiple urls, using the canonical link element  or via redirects can help make sure links to different versions of the url all count towards the page's link popularity score.
SEO techniques can be classified into two broad categories: The 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. An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.
As the search engine guidelines    are not written as a series of rules or commandments, this is an important distinction to note.
Search engine optimization
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,  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 text that is hidden, 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 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 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. SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective like paid advertising through pay per click PPC campaigns, depending on the site operator's goals.
Search engine marketing SEM , is practice of designing, running, and optimizing search engine ad campaigns. Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to PageRank visibility as most navigate to the primary listings of their search. In recent years the mobile market has exploded, overtaking the use of desktops as shown in by StatCounter in October where they analysed 2. Google has been one of the companies that have utilised 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 how user-friendly it is.
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 guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. 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. As of , 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.
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. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, , the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted. In March , KinderStart filed a lawsuit against Google over search engine rankings.
From Wikipedia, the free encyclopedia. For other uses, see SEO disambiguation.
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