A search on any search engine for a well known keyword displays thousands, if not hundreds of thousands of results. In this competitive situation, Search Engine Optimization or SEO enables a firm to feature among the top search results for a search relating to a particular word. The reason for the growing popularity of SEO in past few years is that the appearance of the website in top search results aids in getting more visitors to it, which very often converts into more business.
SEO can be categorized into black hat SEO and white hat SEO. The methods used in black hat SEO for ensuring a place for the website in the top results are not seen as fair practices. Whereas, white hat SEO works within the guidelines laid down by the search engines and concentrates on using widely accepted techniques.
To connect a particular web page to a specific keyword, the search engines earlier utilised the Meta data of the page that has been made a part of the code of that page. However, nowadays most search engines use highly sophisticated algorithms, entailing the use of more than 200 different factors to decide on the results.
SEO consultants constantly try to guess the significance of different factors that play a part in the search algorithms and stay up to date with the advancements that search engines make. This information aids them in improving the SEO strategies for their clients to enable them to figure in top results of well known keywords. A few years back, when the search engines depended upon Meta data and the text on the page, this process required taking care of the Meta tags and ensuring a reasonable frequency with which a keyword appeared on the page.
Despite the continued importance of the onsite factors, the search engines now put a greater emphasis on how popular a page is. The popularity of a specific web page is decided by the number of other pages linking to it. This method is democratic in essence, where every link is like a vote for the particular web page. Due to this, SEO nowadays needs substantial work outside the site such as distributing free content in exchange of links to the site and establishing a presence on blogs and other interactive mediums online.
The important aspect of SEO to be always kept in mind is that it is not a one time task. SEO techniques are always trying to adapt to the changes happening in the sphere of online search. That is why it is so critical to have an expert SEO consultant by your side.
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