Publicity over Internet With SEO marketing companies
As the internet reaches more mass all over the globe, the importance of search engine optimization experts keep on growing. The SEO marketing companies are responsible for making a website more visible in the search results of a search engine, i.e. to make the website more favourable to be spotted by the users. This requires editing of the content of the website; improve its HTML coding to increase the relevance by the increased use of relevant keywords, so that they can overcome the barriers of the indexing services of the search engines.
The term: search engine optimization experts or ‘search engine optimization’ was first used by the John Audette in his company website Multimedia Marketing Group in the year 1997. The SEO marketing companies earlier used algorithms based on keyword density to analyze a website. This method was flawed. The content providers controlled this factor, so there was no way for the search engines to evaluate the sites independently. Complex ranking algorithms developed, so that the websites could be evaluated independent from the manipulations of the content developers and the website owners.
Then, two Stanford University graduates, Larry Page and Sergey Brin, developed an algorithm based on inbound links and developed the search engine called “Backrub”. This algorithm was named “Pagerank”. The main advantage of this algorithm was that the any site was ranked by the probability of the user to reach the webpage, following links in different pages. Later Page and Brin formed Google in 1998 and today most of the leading SEO marketing companies use the algorithm based on the platform of Pagerank. Due to its simple design, Google was a hit amongst users and the talking point of many search engine optimization experts.
The more user-friendly search engines try to work against the manipulation of the content providers (Webmasters) to gain higher ranks in the search results, while SEO marketing companies have the job to publicize the company over the internet. So, they are always at conflict of interest. By this conflict, the classification between the ‘black hat’ and ‘white hat’ search engine optimization experts arise. The white hat SEOs’ job is like that of a content developer and he has to follow the guidelines of the search engines to be visible over the internet. On the other hand, the black hat SEO tricks the algorithm of the search engines and gains rankings for the client website by the method of deception. If found, the client website appointing such black hat SEOs, may be temporarily or permanently banned from the indexing list of the search engine.
SEO marketing companies use a wide range of legitimate processes to attract traffic towards the client website. Cross linking among the sites’ pages, so that it links the important webpages within the site is a popular way of attracting the user’s attention. Another way used by the search engine optimization experts is to use relevant and frequently searched keyword phrases while writing the content and giving the title of the webpage. This results in the site’s visibility in wide ranges of queries.
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