SEO- Endorsing Your Website


Search Engine Optimization (SEO) is an internet marketing strategy affecting the visibility of a website or webpage in a search engine’s result which is unpaid, also known as “organic”, “natural” search engine result. It is important as the earlier or higher in result page or more frequent in result page a particular website is, it has the more chances that a search engine user will visit it. SEO focuses on various kinds of search such as image search, video search, news search etc.

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Optimizing a website may include editing its content, removing obstacles for search engine’s indexing activities. Obtaining top rank in the search engine’s result page needs both on-page and off-page optimization.

  • On-page optimization is done to the every page of the site so that search engine understands what each page is all about. This begins with keyword research to ensure the best keywords that can rank your website well against the competitiveness of your market. These keywords are then used in the title, heading, and throughout the pages of your site.
  • Off-page optimization involves building back links from other authoritative websites to improve your rank.

SEO consider many factors like working of search engine, what users generally search for, actual terms or keywords typed into the search engine and which search engine is most likely to be chosen by the targeted audience.

There are two types of SEO techniques – White Hat Techniques and Black Hat Techniques

White Hat Techniques– The techniques that follow the search engine’s guidelines and involve no cheating. It also ensures, that the content that user see, is same as the content search engine indexes and ranks. It generates content for the user and not for the search engine. Some white hat SEO techniques are high quality content development, website HTML optimization and restructuring.

Black Hat Techniques- These techniques try to make rankings better by ways which are not acceptable by search engine and involves cheating. It takes advantage of flaws in the search engine algorithms to get high rankings for a website. Some black hat techniques are link spam, hidden link, cloaking etc.

Another type of SEO technique sometimes used is Grey Hat Techniques. It is in between white hat and black hat techniques. In this the method used does not get website banned but is also does not develop best content for the users.

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A website using black hat techniques to improve its ranking may be penalized by the search engine only- either automatically by search engine’s algorithm or by manual review. The consequence may vary from dropping its ranking or by removing its listing from the database. One such case was in February 2006 when Google removed both BMW Germany and Ricoh Germany for practicing deceiving techniques. Both the companies apologized and fixed the problem and re-appeared on Google’s list.

SEO is not the only way of marketing for every website, other internet marketing strategies paid advertising; email advertising etc can be very much productive than SEO for the website. toronto seo cannot be the only solution for marketing as search engine’s algorithm changes which affect the position of the website in search result page. This can very much affect the number of visitor to the site and might result in loss of online traffic. So it is good for website operators to not be fully dependent on search engine traffic.

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