CELCOM Technologies
SEO & SMO
Search Engine Optimization (SEO)

SEO is the process of affecting the visibility of a website or a web page in a search engine unpaid results

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 “freshers 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

On-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:

Off-Page SEO:

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 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:

  1. 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.
  2. 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).
  3. 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
  4. Help your content travel as 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.
  5. 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.

CELCOM Technologies