Why You Need Search Engine Optimisation
Search engine optimisation (SEO) refers to the process of raising the quality and volume of site traffic from search engines like Google, Yahoo! etc. It is also referred to as Search Engine Marketing (SEM). The original search engine optimisation concept was initiated by the search engine optimisation specialists who designed and popularised the major PPC search engines, and who are still active in Internet Marketing. SEO includes link building, search engine submission, directory submission, article submission, video submission, blogs commenting and social media management.
One of the foremost objectives of SEO is building high quality links to your site. Link building is essential if you want your site to be on the top of the search engine results. If your site is on page eight of the search results for a particular keyword, you would most probably not get much traffic. But if your site can be found in the twenty-second page of the search results for that particular keyword, you have a very good chance of generating high quality traffic.
Black Hat SEO is very popular as against white hat SEO techniques. Black Hat SEO techniques are often termed “spamming” because they can be likened to spam mail where you create large numbers of mailings to the same audience in an attempt to obtain a high ranking on the search engines and thereby increase your visibility and sales. Black hat SEO can sometimes backfire because it can create an undesirable “spam-like” impact on the search engines resulting in a drop in your site’s rankings or click-through rate (CTR). Some black hat SEO practices include creating “solicited blogs”, posting duplicate content, link farms and link exchanges with other websites which are not relevant to your site. In addition to these black hat techniques, white hat SEO includes reciprocal linking, directory submission, and search engine listing. All of these methods help your site to move up in the rankings of the search engines, but there are some differences between the two.
White Hat SEO techniques follow accepted and proven techniques and rules laid down by the major search engines such as Google. These rules generally require some amount of link building and content creation within a specific time frame. However, because Google has become so preservative and filter friendly, these techniques have been slowly being replaced by the newer methods Google has developed. These newer methods adhere to Google’s core values of making the search engines more relevant for users and delivering quality search results. While many of the older methods were not filtered by Google, some have been forced to make changes to their techniques in order to stay in compliance with Google’s policies.
Black Hat SEO on the other hand, is a much looser form of search engine optimization. This is usually done by using unscrupulous means and methods in hopes of tricking Google into thinking your site is more legitimate than it really is. One popular black hat method that has been used for quite some time is the use of link farms. Link farms essentially are websites built solely to link to other websites without providing any original content of their own.
Because Google has become such a dominant force in the search engine industry, it has developed algorithms that are geared to penalise those websites which are continually building up inbound links. These sites are deemed to be unreliable and are eventually banned from the search engine marketplaces altogether. In addition, Google also applies a penalty to sites which are continually linking to high PageRank competitors. Basically, if your web pages are linking to pages in a competitor’s website and your page Rank is greater than theirs, then you will receive a penalty from Google.
As mentioned earlier, Google has developed its own inbound link generation algorithms which differ from most of the other search engines. These algorithms are designed to focus mainly on quality over volume, making it harder for websites to gain too many inbound links. This is one of the main differences between Google SEO and other search engines such as Yahoo or Bing. Although Google is believed to be more strict than other search engines when it comes to the quality of the link, there are still a number of strategies you can employ to make sure you get a good ranking. However, there are many tools out there which claim to tell you how Google ranks a certain page so it is often worth getting a little more information before taking any action.
One of the biggest problems with the search engines today is that there is less overall competition due to the sheer size of the Internet. Due to the fact that most people only surf the Internet once or twice per day, it is not always possible to rank for every keyword. As a result, there are less people ranking for your keywords and this causes algorithms to be generated which favour larger, more popular websites. To overcome this, SEO professionals and marketers are turning to less competitive, high volume keywords like video, audio and video attachments. These are typically easier to rank for by the search engines and they do give you more potential visitors.