SEO is the process of affecting the visibility of a website or a web page in a search engine unpaid results€ť
Search engine optimization (SEO) is the process of optimizing your online content so that a search engine likes to show it as a top result for searches of a certain keyword. When it comes to SEO, there you, the search engine, and the searcher. If you have an article about how to make freshers job, you want the search engine (which, in 90% of all cases, is Google) to show it as a top result to anyone who searches for the phrase â€śfreshers job. SEO is the magic you have to work on your article in order to make Google very likely to include your post as one of the top results whenever someone searches for that keyword.
White hat vs. black hat SEO (SEO)
White Hat SEO:
In search engine optimization (SEO) terminology, white hat SEO refers to the usage of optimization strategies, techniques and tactics that focus on a human audience opposed to search engines and completely follows search engine rules and policies.
For example, a website that is optimized for search engines, yet focuses on relevancy and organic ranking is considered to be optimized using White Hat SEO practices. Some examples of White Hat SEO techniques include using keywords and keyword analysis, backlinking, link building to improve link popularity, and writing content for human readers.
White Hat SEO is more frequently used by those who intend to make a long-term investment on their website. Also called Ethical SEO.
Black Hat SEO:
In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.
Some examples of black hat SEO techniques include keyword stuffing, invisible text, doorway pages, adding unrelated keywords to the page content or page swapping (changing the webpage entirely after it has been ranked by search engines).
Black Hat SEO Usage:
Black hat SEO is more frequently used by those who are looking for a quick financial return on their Web site, rather than a long-term investment on their Web site. Black hat SEO can possibly result in your Web site being banned from a search engine, however since the focus is usually on quick high return business models, most experts who use Black Hat SEO tactics consider being banned from search engines a somewhat irrelevant risk.
On-Page vs. Off-Page SEO
This type of SEO involves optimizing the actual website in order to increase the level traffic. It's essentially about making the site as search-engine-friendly as possible but requires constant revision of the site in order to maintain its ranking. There are many different techniques within on-page SEO that can be used to help. Below are a few of the more important techniques:
- Keyword optimization: Selecting the best keywords to use for your SEO marketing strategy is vital. However, it does require careful monitoring to ensure the most effective words are being used and to uncover new keyword opportunities too. Having an effective keyword optimization strategy in place will enable the company to drive more traffic to the website, measure potential traffic, and understand more about what their customers want.
- Meta tag: It's important to have a good, descriptive meta tag that focuses on the services the company provides while making it stand out from others.
- Title optimization: Along with keyword optimization, this is probably the most important part of on-page SEO. The title tag should be short but descriptive enough to let visitors know what the company is all about. Because the title tag is indexed on search engines, it serves as a much more essential piece of the company as SEO marketing strategy than anything else.
- Alt text for images: Adding alt text to any images on the website is another way of making use of keyword optimization. Search engines will pick up the relevant keywords relating to the image and will help them understand better the pageâ€™s content.
- Link optimization: Optimizing links on a website helps a search engine establish how pages relate to one another. Effective internal links are an essential part of securing a high-ranking in search engines.
- Web content: It's important that companies have useful, easy-to-find information on their website. They also need to ensure it's regularly updated with appropriate keywords and phrases in order to maintain good search engine rankings.
This type of SEO involves promoting the website via other channels. It relies on other web pages to get traffic to its site. Off-page SEO uses a combination of techniques in which to improve the website's position in the search engine results page (SERPs). Here are the most important ones:
- Social media marketing: Social media is huge and so are the opportunities for marketing via it. Nearly everyone these days has some form of social media account, and effective social media marketing will increase traffic to the companyâ€™s website, hopefully increasing profits as a result. Having a strong presence on social media sites also makes the company appear more attractive and makes it easier for customers to find them. It's also a way of achieving free publicity as users will often as like a or share something that they feel is worth exploring, potentially increasing your rankings even further.
- Social bookmarking: This may not be quite as popular now as it was in the past, but it'€™s still a good way to attract traffic to a website nonetheless. Social bookmarking involves listing links on a network in order to generate more traffic to their own website. Then, anyone who has access to that network can search for links relating to the keyword they have. It's a feature that's comparable to personal bookmarking but on a collective scale.
- Link building: Essentially this involves building external links to the company's website and is probably the most popular and effective of all off page SEO techniques. Having quality links will not only increase the quality of your own website, but it will increase the amount of traffic coming to it as well. If you have solid information on your website that others are happy to mention, this is again like free marketing. If someone references your website on their it's a way of telling search engines the page has good information.
Social Media Optimization (SMO)
The concept behind SMO is simple: implement changes to optimize a site so that it is more easily linked to, more highly visible in social media searches on custom search engines (such as Technorati), and more frequently included in relevant posts on blogs, podcasts and blogs. Here are 5 rules we use to help guide our thinking with conducting an SMO for a client's website:
- Increase your linkability a This is the first and most important priority for websites. Many sites are static meaning they are rarely updated and used simply for a storefront. To optimize a site for social media, we need to increase the linkability of the content. Adding a blog is a great step, however there are many other ways such as creating white papers and thought pieces, or even simply aggregating content that exists elsewhere into a useful format.
- Make tagging and bookmarking easy a Adding content features like quick buttons to "add to del.icio.us" are one way to make the process of tagging pages easier, but we go beyond this, making sure pages include a list of relevant tags, suggested notes for a link (which come up automatically when you go to tag a site), and making sure to tag our pages first on popular social bookmarking sites (including more than just the homepage).
- Reward inbound links a Often used as a barometer for success of a blog (as well as a website), inbound links are paramount to rising in search results and overall rankings. To encourage more of them, we need to make it easy and provide clear rewards. From using Permalinks to recreating Similarly, listing recent linking blogs on your site provides the reward of visibility for those who link to you
- Help your content travel â€“ Unlike much of SEO, SMO is not just about making changes to a site. When you have content that can be portable (such as PDFs, video files and audio files), submitting them to relevant sites will help your content travel further, and ultimately drive links back to your site.
- Encourage the mashup a€“ In a world of co-creation, it pays to be more open about letting others use your content (within reason). YouTube's idea of providing code to cut and paste so you can imbed videos from their site has fueled their growth. Syndicating your content through RSS also makes it easy for others to create mashups that can drive traffic or augment your content.
There are many other "rules" and techniques that we are starting to uncover as this idea gets more sophisticated. In the meantime we are always on the lookout for new ideas in Social Media Optimization to encourage even better thinking.