Search Engine Optimisation Is Not As Easy As it Looks
Search engine optimisation (SEO), also known as Search Engine Marketing (SEM) can be divided into two main categories: paid search engine optimization and free search engine optimisation. The term SEM is generally used to describe any one of these techniques, but they are usually thought of together. Search engine optimisation (SEO), is the method of increasing a site’s quality and quantity of site traffic by enhancing the visibility of the site or a specific web page to search engines. Promoting a site to gain back links, which are also called inbound links, and consequently increase the number of inbound links to a site, is an additional SEO tactic. Link building, also known as link building via blogs, articles, and directories, is a technique used to attract quality, natural, organic search engine traffic to a site.
Google and Yahoo have developed their own algorithms for rating web pages and implementing their own search engines results, commonly known as search engines’ ranking algorithms. Webmasters and optimisers must comply with these algorithms, and the relevancy of their content to the keywords they’re targeting. The ranking algorithms change often, and webmasters and optimisers must constantly be on their toes to ensure that their websites remain within the ranking brackets. Changes to the algorithms often occur months before a major site change, such as a brand new design or theme for a website, or a blog or article being published.
In recent times, Google has taken several major steps towards improving the effectiveness of its search algorithms. Google’s latest initiative, the Panda update, reduced the number and frequency of “fraudulent” websites. This also had a major impact on link building and other forms of SEO. Google has stated that it will continue to monitor rankings and will implement tools that will give website owners more control over their SEO.
Search Engine Optimisation professionals are alarmed at these changes, and are calling for Google to implement more stringent measures. SEO is dependent on the Google algorithms, so losing the trust of this largest internet search engines can be a serious loss for websites. Many of the methods that SEO used to gain a high rank in the past have become obsolete or unreliable due to the update. Some SEO experts have resorted to creating automated software in order to achieve ranking increases, but this still isn’t fool-proof. In addition to the algorithm changes, Google is continually updating its user behaviour and habits, meaning that search engines will find increasingly sophisticated ways of determining the value of a page’s SEO.
With these changes in place, there’s no doubt that SEO is going to undergo a serious change, which will likely affect both professionals and consumers. SEO is a skill that requires continuous learning and tweaking. Many people rely on seo services in order to build a successful website, but this can be trickier than it was before. There are two main factors in terms of search engine marketing; content and backlinks. If a company has too little content, it won’t make as much profit and having too many backlinks can make the site too easy to access. Having too much content or backlinks makes a website appear like spam, so companies will need to work harder to keep their sites interesting to users.
To combat these problems, SEO professionals will be implementing methods of search engine optimisation at a lower cost than they were previously. One such method is by focusing on the low cost per click advertising model. This model involves using a PPC campaign, where you only pay for clicks on a link after the user has been exposed to that link through search results. These campaigns are often very effective and have a high conversion rate.
The other major problem facing the SEO industry is with rankings. Many websites are being penalised by search engines because of their poor rankings. Poor rankings may come from poor linking strategies or duplicate content.
Many people think that the search engines have all of the information they need to rank a website high. The algorithms that are used by the search engines are closely guarded secrets. This makes it impossible for just anyone to figure out how to manipulate the systems in order to get websites listed high in the search results. Because of this, it is nearly impossible for a regular person to create a top ranked website. Companies who are trying to do this are often breaking the rules, or are doing so illegally.