What Is SEO?
A search on any search engine for a popular keyword displays thousands, if not hundreds of thousands of results. In this competitive scenario, Search Engine Optimization or SEO enables a company to figure among the top search results for a search relating to a particular word. Finding a place within the top results on related and important searches increases the number of web users who are directed to your website and thus you do more business. That is the reason why SEO has become so important.
There are two types of SEO – white hat and black hat. The methods used in black hat SEO to push the website in the top results are not seen as fair practices. In contrast, white hat SEO follows all the principles laid down by the search engines and concentrates on the techniques which are commonly approved of.
In order to understand the relevance of a web page for a specific keyword, search engines traditionally used the page’s Meta data, which is inserted into the code of the page by webmasters. However, these days most search engines use extremely complex algorithms, involving the use of more than 200 distinct parameters to come up with the results.
SEO consultants continuously attempt to guess the importance of different factors that play a part in the search algorithms and stay up to date with the advancements that search engines make. Based on these findings, they improve the SEO methods used by their customers so that their websites remain competitive. When the search results were exclusively dependent on Meta data and the content of the web page, this task involved optimizing the Meta tags of the web pages and ensuring that the keyword density of every page was just right.
Although these aspects are critical even today, the popularity of the web page is now more important as far as the search engines are concerned. The popularity of a particular web page is decided by how many other pages link to it. Each link is therefore taken as a vote for the page and the system becomes democratic in essence. Because of this, now SEO has to concentrate on offsite techniques too, like providing content for free to get embedded links and developing a presence on online mediums for social interaction, such as blogs, forums etc.
The most important factor to remember about SEO is that it is quite dynamic. This field keeps evolving and your techniques must be up to date with the changes. That is the reason why it is so important to engage a seasoned SEO consultant to assist you.
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