The term “Search Engine Optimization (SEO)” has become synonymous with professional branding. Many companies feel compelled to hire search engine optimisation companies to assist them with their SEO strategy, but how can one really know if they are getting the best SEO for their money? The answer is to do your own research. Researching and optimising your site can be time consuming, but knowing what you need to do ahead of time will save you time, energy and money!
Search Engine Optimisation is the process of altering the content and design of your web pages so that they appear higher in the search results. Companies that offer SEO are often web design experts who specialise in making your pages easy for humans to navigate and understand. They take the time to scrutinise your business and your products so that your site is not only user friendly but easy for the search engine to pick up. Your SEO will include the use of keywords, meta tags and coding so that search engines can pick up the correct meaning from your site. By doing this, you ensure that your site will appear on the first page of the search results.
How does SEO work? First of all, the search engine optimization consultant will conduct a search for keywords that your target market will commonly use when searching for websites. The consultant will then examine your web pages and identify which keywords you should be using. They will also look at the competition you have on the same products or services to see if you have a chance of beating them.
After this stage, the consultant will create Meta tags and code up your web pages to ensure they are easy to navigate and understand. Next, the keywords and keyword phrases used by users on popular search engines such as Google must be inserted into your pages. This way, the search engines can identify your site easily, which means more chances of ranking higher. Google provides its users with a ranking system based on how many links they click through to your site.
Each link on your page will be picked up by the search engines’ spiders and will be counted as one of the robots that determine your site’s ranking. To ensure your site ranks better, you need to insert specific keywords and meta tags into your content, as well as using keywords within the Meta tags. This makes it easier for the search engine to identify your web pages and identify your keywords.
So how will Google effect your SEO? Well, the introduction of Google AdWords has meant that you are only eligible for a certain number of placements. These placements are based on a number of factors and have been confirmed by Google. To ensure that you are included in these rankings, ensure that you are using the most relevant words and phrases within your content, and that your keyword density is high. Google has stated that in future it will be looking to limit the number of advertising units that are displayed, so ensuring that you have a large amount of relevant content will help you attract many more advertisers.
Black Hat SEO and White Hat SEO differ when it comes to their methods. Both methods will use strategies that have been proven to work in order to get your website noticed by the search engines, but there are clear differences between the two. The biggest difference between black hat SEO and white hat SEO is that white hat strategies tend to rely on link building and inbound links from other websites. Whereas black hat SEO will often rely on using negative SEO tactics in order to increase rankings.
In conclusion, the introduction of Google AdWords has meant that online businesses are more competitive than ever, and this has led to a noticeable increase in SEO activity. Because of this, there are a number of different techniques that can be used to make an SEO campaign more effective. Many SEO companies have embraced Offpage and Onpage SEO respectively, meaning that whereas some companies focus solely on PPC advertising and others focus on Inbound links, there are a host of other aspects of search engine optimization to consider. It would be wise to undertake some research into the most effective methods of search engine optimization and implement them where possible, though it is always preferable to hire an SEO company that specialises in this field. It should be noted however, that whilst some of these differences between black hat and white hat SEO are obvious, there are a few subtle differences that can prove to be important in certain circumstances.