Search Engine Optimization, commonly called as SEO is a methodology of strategies, tactics and techniques used to maximize the number of visitors to a particular website by obtaining a higher rank in the search engine result pages(SERPs) of search engines like Google, Yahoo, Bing and others.
There are two types of search engine optimization available: White hat search engine optimization (the ‘good’ kind of) and Black hat search engine optimization (the ‘not so good’ kind of).
The White hat SEO uses techniques and methods to improve the rankings of the websites which do not run into conflicts with respect to the search engine’s guidelines(mainly Google). Some of the White hat SEO techniques include high quality content development, website HTML optimization and reconstructing, link acquisition campaigns supported by high quality content and manual research, etc. It produces steady, gradual but lasting growth in the rankings of the websites.
The Black hat SEO exploits the weaknesses in the search engine algorithms to obtain a higher rank for the website. The techniques and methods used are in direct conflict with the search engine’s guidelines. Some of the Black hat SEO techniques are link spam, keyword stuffing, hidden texts and links, etc. It produces a quick, unpredictable and short lasting growth in the rankings of the websites.
A number of SEO services are available that offers solutions to a number of ranking issues and deficiencies depending on the goals and needs. The services includes:
WEBSITE SEO AUDIT –
it is available in varying levels of detail and complexity. A simple one can be as short as a few number of pages. A comprehensive one consists of dozens of pages.
ON-PAGE SEO –
It consists of the SEO techniques that are designed to implement the problems and potential issues that the SEO AUDIT do not cover. It is a part of good SEO packages. It addresses a variety of fundamental elements like page titles, headings, content, and internal link structures. It also includes basic and comprehensive services. At the basic level, the campaign can be a one-time project that includes advices collected through audits and the implementation part (it generally targets the home page and a few important pages on the website). The comprehensive on-page SEO deals with highly detailed website SEO audits and monitors the results to conduct changes to the on-page optimization.
LINK DEVELOPMENT (LINK BUILDING) –
Backlinks are the most essential component of any SEO campaign. It is the most time consuming and expensive part. It is based on developing links with good quality content. It is because if there is no good content on the site that people can link to, it will be difficult to convince them to do so.
SEO CONTENT WRITING –
It implies a secret writing formula that can turn a plain everyday text into magical text that can get the attention of search engines.
CODE OPTIMIZATION –
It involves rebuilding of website’s HTML. The optimization can ease the code clusters and present the content in an easy-to-understand format. It also reduces the load-time of the website.
SEO is a good way to avoid spending money on advertising by attaining high ranks in the organic search engine results. toronto seo should never be the sole means of marketing a business because the search engine algorithms are always affected by small changes, and any of the changes can impact on the website’s rankings negatively, and thus can put the business in loss. So, SEO should not be used for the businesses that has just started.
SEO can improve the search engine friendliness of a website. It can improve the website’s rankings for a period of months or years for a well-researched groups of keywords. It can improve the website’s rankings by using a well planned and executed SEO campaign, that will cost much more than the guessed price.
But there are certain tasks that a SEO fails to accomplish. It can’t make a website irresistible to search engines so that it can rank for any desired keyword. It can’t improve the website’s ranking for the most competitive keywords in the industry for a few weeks. It can’t improve the website’s rankings by using run-of-the-mill services like free directory submissions and even can’t keep the cost low.
The search engines rewards rankings to the pages by referring to the major factors enlisted in the following periodic table for SEO:
SEO is not a magic, nor it is an exact science where an action will have a specific and predictable reaction. It helps to ensure that the site is accessible to a search engine and improves the chances that the site will be found by the search engine. It is a marketing discipline that encompasses both technical and creative elements that are required to improve the ranking, drive traffic and increase awareness in search engines.
SEO isn’t just about building search-engine friendly websites, rather it’s about making a website better for people too.