Search Engine Optimization (SEO) is a process of optimizing a website or a webpage in such a way, that it brings maximum traffic to your website via various search engines viz google, yahoo, bing, etc. SEO also includes different kinds of search, such as image search, local search, video search etc.
When a user searches for something using a search engine, he will see results that are divided in two parts, the organic or un-paid results and the non organic or paid results. The main objective of SEO is to try and rank the website or webpage within these organic results. SEO is basically an Internet marketing strategy. In the process of optimization, an SEO(Search engine optimizer) observes how a particular search engine works, what users search for and what are latest trends in search engines. Now with the help of this information, an SEO tries to edit the content and HTML or different coding ways of the webpage.
SEO Methods:
There are mainly two methods to perform SEO:
1) On Page Optimization and
2) Off Page Optimization
On Page Optimization: On page SEO is a process of optimization of webpages to increase its relevance for targeted keywords in search engines by using the underlying techniques.
Some On Page Techinques:
• Keyword selection, keyword research and testing
• Meta Description Tag
• Keyword density
• Content writing
• Inter-linking strategies
• Web page title and subtitles optimization using H1 tags
• URL structure
SEO Techniques to Avoid in On Page SEO:
• Plagiarized content
• Usage of Off-site images
• Duplicate title tags
• Keyword stuffing
Off Page Optimization: Off Page SEO is a process of optimizing the webpages to increase its relevance for targeted keywords in search engines by using the underlying techniques.
Some Off Page techniques:
• Usage of keyword in link anchor text
• Getting backlinks from webpages that have high page rank value.
• One-way inbound links
• Link building
• Web analytics
• XML sitemap
SEO techniques to avoid in Off Page SEO:
• Duplicate keywords in link advertisments
• Two way link exchange
• Link farms
• Garbage Links
• Link Churning
White hat versus Black hat: SEO methodologies are broadly classified into two categories: There are techniques to perform SEO that are approved by search engines and are considered good. These techniques help webpages to rank in search results. Such techniques are called White hat techniques. There are also techniques to perform SEO which are disapproved by search engines. This methods eventually minimize the effect and are referred as spamdexing. Such techniques are called Black hat. White hat techniques are for long run, while in the case of black hat SEO, search engines ultimately find out what methods are used and ban the webpage by removing the indexed page.
SEO as an Internet Marketing Strategy: SEO methods help generate revenue for websites. Websites earn their profits through advertisments that they put on their webpages. There are millions of websites on the Internet, and what are the possibilities that a user will come to your website are check for advertisements? These search engines do not earn by showing organic search results and there is no guarantee of these results being same for a longer time. Search engines use different algorithms which keep on changing time to time. This is where SEO's come into picture. SEO's perform various SEO techniques to help webpages rank on the top results of organic searches, thus getting targeted traffic to your websites.
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