Best SEO Strategies Langley

Best SEO Strategies Langley

SEO for video marketing

But remember, AI is a tool, not a replacement. They don't just stop at basic SEO practices. Your content should provide value, answer questions, and solve problems. Learn more about Small World Marketing here. This means you're always a step ahead of your competitors, ensuring your business remains visible and viable in the bustling online market of Best SEO Strategies Langley. Choosing Small World Marketing for your SEO needs means partnering with a team dedicated to propelling your business's online presence beyond the competition. Learn more about Best SEO Strategies Langley here
By integrating keywords into your social media posts and profiles, you're essentially boosting your visibility across multiple platforms. It's not about guessing anymore; it's about knowing. Positive reviews enhance your business's credibility and rank in local searches. Struggling to attract local clients, they turned to Small World Marketing for help.
Your content strategy also gets a facelift. This not only shows your investment in the community but also increases the likelihood of your content being shared among locals, further amplifying your online presence. Once you've selected your AI-SEO toolkit, it's time to familiarize yourself with its capabilities. Moreover, ensuring your website loads quickly and is easy to navigate on mobile devices can significantly affect your SEO rankings.
Secondly, embrace technical SEO with open arms. They help you break down your content into manageable chunks, use bullet points for easy reading, and optimize images to load quickly without sacrificing quality. SEO for cleaning services By staying informed and flexible, you can ensure your SEO efforts aren't just successful today, but also prepared for tomorrow's challenges.

Best SEO Strategies Langley - SEO for healthcare

  • SEO for Shopify
  • SEO for plumbers
  • SEO strategy development
  • SEO for home services
  • SEO-friendly website design
  • SEO for e-commerce stores
  • SEO for chiropractors
  • Content marketing strategy
  • SEO for franchises
  • SEO consultant
  • SEO for therapists
  • SEO backlink strategy
  • Organic traffic growth
  • Google algorithm updates
  • SEO for pest control companies
  • SEO for B2B companies
  • SEO for construction companies
  • SEO for branding
  • SEO for landscaping businesses
Use descriptive, keyword-rich file names and alt tags to tell Google exactly what's on your page, boosting your site's accessibility and rankings.

After mastering keyword research, it's crucial to ensure your website caters to the ever-growing number of mobile users searching for your services in Best SEO Strategies Langley.

Best SEO Strategies Langley - SEO for featured snippets

  1. SEO for fitness businesses
  2. SEO domain authority building
  3. SEO trends and updates
  4. E-commerce SEO
  5. SEO trust flow improvement
  6. SEO for Shopify
  7. SEO for plumbers
  8. SEO strategy development
  9. SEO for home services
  10. SEO-friendly website design
  11. SEO for e-commerce stores
  12. SEO for chiropractors
  13. Content marketing strategy
  14. SEO for franchises
  15. SEO consultant
  16. SEO for therapists
  17. SEO backlink strategy
  18. Organic traffic growth
Your website's design should be responsive, meaning it looks and works great on both desktops and mobile devices. With AI-driven tools at your disposal, you're now able to delve deeper into keyword research, content optimization, and user experience enhancement with precision and efficiency that were once unimaginable.

Best SEO Strategies Langley - Google My Business optimization

  1. SEO for home services
  2. SEO-friendly website design
  3. SEO for e-commerce stores
  4. SEO for chiropractors
  5. Content marketing strategy
  6. SEO for franchises
  7. SEO consultant
  8. SEO for therapists
  9. SEO backlink strategy
  10. Organic traffic growth
  11. Google algorithm updates
  12. SEO for pest control companies
  13. SEO for B2B companies
  14. SEO for construction companies
  15. SEO for branding
That's the promise of custom AI solutions.

Small World Marketing in Best SEO Strategies Langley claims to have cracked the code with its proven SEO strategies, tailored specifically to your business's needs. Gone are the days of keyword-stuffed pages dominating search results. You're creating gateways for potential customers to stumble upon your services.

They'll sit down with you, assess your current strategy, and identify areas for improvement. Small World Marketing understands the nuances of effective link-building. You'll want links from sites that are relevant to your niche and have high authority themselves.

It can identify and fix issues like broken links, slow loading pages, and poorly optimized images faster than any human could. By taking the time to get to know you and your business, Small World Marketing crafts strategies that resonate with your target audience, maximizing your online visibility and driving more relevant traffic to your site. Whether you're a small local business or a growing enterprise, they've the flexibility and expertise to scale their services to your needs.

SEO Ranking Improvement Langley

The municipal government, however, refused to finance these projects as it bowed, instead, to politically influential farming communities and smaller, mostly rural, business centres, like Fort Langley, Milner and Murrayville, that viewed such spending as unnecessary. Talk of secession began in Langley Prairie in the 1930s, as a result. Headed by a panel of important residents and businesspersons, including Richard Langdon, president of the Langley Board of Trade, the push for independence came to a head in the 1950s.

Professional SEO Services Langley


Citations and other links

On-Site Technical SEO Best SEO Strategies Langley

They believe in transparency, so you'll always know how your investment is paying off. Then, focus on creating shareable content. Their AI-powered tools analyze vast amounts of data, identifying trends and patterns that humans might miss. With us, you're not just another client; you're a partner.

You'll find they can predict trends, optimize content for search engines more effectively, and even automate routine tasks, freeing you up to focus on strategy and creativity. Instead, they dive deep into understanding your unique market position, challenges, and objectives. After optimizing your Google My Business profile, it's crucial to track your performance and analyze the data to see what's working.

They dive deep into search trends, understand the local competition, and pinpoint what your customers really want. Small World Marketing helps you develop a comprehensive content calendar, ensuring your website stays fresh and relevant. Welcome to the future of digital marketing in Best SEO Strategies Langley, where AI-driven SEO isn't just an option; it's the standard.

They understand that SEO isn't a one-and-done deal; it's an ongoing process that requires attention and adjustment. SEO for HVAC companies You've got to keep your content fresh and relevant, anticipating shifts in consumer behavior and search trends. This localized approach fosters a sense of community and trust, making it easier for customers to choose you over competitors.

Link building services
On-Site Technical SEO Best SEO Strategies Langley
Advanced SEO Best SEO Strategies Langley

Advanced SEO Best SEO Strategies Langley

Start by claiming your Google My Business listing, ensuring your business's name, address, and phone number (NAP) are consistent across all platforms. That's why they don't just offer cookie-cutter solutions. You'll notice the difference in their approach right from the start. With Small World Marketing, you'll work closely with SEO experts who take the time to understand your business inside and out. Through targeted keywords, quality content, and optimized website performance, your business can now reach the top of search engine results, drawing in a wider audience than ever before.

It's not about a one-size-fits-all solution but a tailored strategy that aligns with your business objectives. Then there's the case of Green Thumb Landscaping. Content creation is another cornerstone of their offerings. SEO for featured snippets By focusing on local SEO, they not only improved their Google My Business listing but also saw a 40% increase in new patient appointments.

It's not just what you say; it's how you say it. That's why they dive deep into your unique business needs, market niche, and target demographics to craft an SEO strategy that's as unique as your brand. SEO penalties and recovery This means your content strategy can be highly tailored, ensuring you're not just reaching more people, but the right people. Don't overlook the importance of keyword rankings, either.

Tailored strategies, honed by the skilled team at Small World Marketing, ensure that your business doesn't just reach its audience but resonates with them. Search engines prioritize websites that offer a great user experience, from fast loading times to mobile optimization. These links not only direct traffic to your site but also signal to search engines that your content is credible and valuable, significantly boosting your SEO rankings. SEO for video marketing To truly gauge the impact of your SEO efforts, you'll need to dive into the metrics that matter most. White-hat SEO techniques SEO for affiliate marketing

Off-Site Technical SEO Best SEO Strategies Langley

This process involves keywords, content quality, site speed, mobile-friendliness, and many other factors that search engines consider when determining your site's position. It's a game changer, allowing you to stay ahead of competitors by ensuring your SEO efforts are as efficient and effective as possible. SEO for voice search Start by reaching out to reputable websites within your niche for guest posting opportunities. This journey is best illustrated through their work with a local boutique, which struggled to gain online visibility.
By integrating customer reviews and local landmarks into his SEO efforts, he connected with the community on a deeper level. It's this level of dedication and continuous effort that sets them apart, guaranteeing not just short-term spikes in traffic but sustained growth and visibility for your e-commerce business. Remember, off-page SEO is a long game.
This isn't just about looking good; it's about making a great first impression on potential customers. As you embrace these AI-powered strategies, you'll find your business standing out in the crowded online landscape of Best SEO Strategies Langley, ready to captivate and convert your digital audience. It's an innovative approach that keeps you connected with your audience in ways that were once unimaginable. Read more about Best SEO Strategies Langley here
In essence, Small World Marketing equips you with a comprehensive SEO strategy that not only elevates your search engine rankings but also enhances your overall online visibility and brand reputation. Navigating the complex world of SEO, you'll find that AI technology is your ally in overcoming common challenges.

Best SEO Strategies Langley - SEO for contractors

  1. SEO for multilingual websites
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  5. SEO for startups
  6. Mobile SEO optimization
  7. SEO agency
  8. SEO for finance industry
  9. Google ranking services
  10. SEO for fitness businesses
  11. SEO domain authority building
  12. SEO trends and updates
  13. E-commerce SEO
  14. SEO trust flow improvement
  15. SEO for Shopify
  16. SEO for plumbers
  17. SEO strategy development
This approach ensures you're not left in the dark, guessing about the value you're getting from their services.

Off-Site Technical SEO Best SEO Strategies Langley
SEO Performance Specialists Best SEO Strategies Langley
SEO Performance Specialists Best SEO Strategies Langley

AI isn't just a tool in your arsenal; it's fundamentally changing the battlefield. Next, keep an eye on your rankings for targeted keywords. You'll want to start by optimizing your social media profiles. The result?

This customized approach ensures that your SEO strategy isn't just effective; it's efficient, cutting through the noise to connect directly with your local customer base. Moreover, their transparent reporting keeps you in the loop. This not only engages your local customers but also signals to search engines that you're a key player in the local market.

Participate in community forums or social media groups related to your industry. With Small World Marketing, you're not just getting SEO services; you're investing in a partnership that prioritizes your success. Tailored strategies for Best SEO Strategies Langley involve deep market analysis, focusing on what makes your business stand out in this vibrant community.

With the majority of internet traffic now coming from smartphones and tablets, you can't afford to overlook the importance of a mobile-friendly website. Local SEO services With these mobile optimization strategies in place, your Best SEO Strategies Langley business isn't just competitive; it's set to thrive in the digital marketplace. Furthermore, their team is a blend of creativity and technical prowess.



Best SEO Strategies Langley - SEO for HVAC companies

  • Google algorithm updates
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  • SEO meta tags optimization
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  • SEO for photography websites
  • SEO social signals
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  • SEO copywriting
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  • Off-page SEO
Small business website SEO Best SEO Strategies Langley

It's tough, but it's also what makes conquering SEO so rewarding. AI algorithms can interpret nuances in search queries, allowing your website to answer the real questions your audience is asking. SEO for contractors Imagine your SEO strategy as a living, breathing entity that adapts instantly to the ever-changing digital landscape. Integrating social media into your SEO strategy amplifies your brand's visibility and engagement online.
We don't stop at keywords, though.

Best SEO Strategies Langley - SEO for restaurants

  • SEO meta tags optimization
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  • SEO for photography websites
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It's about creating a digital footprint that resonates with the community and elevates your brand. Their portfolio speaks volumes, with numerous Best SEO Strategies Langley businesses moving from obscurity to the first page of Google search results.

Best SEO Strategies Langley - SEO content calendar

  1. SEO audit
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  9. SEO title and description optimization
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  15. Mobile SEO optimization
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  18. Google ranking services

As a Best SEO Strategies Langley business owner, leveraging Small World Marketing's advanced SEO solutions, you've got to focus on content that resonates with your audience. They'll ensure your business information is accurate and up-to-date, from your address and phone number to your operating hours. Small World Marketing knows that standout content isn't just about stuffing keywords.

Best SEO Strategies Langley - SEO for cleaning services

  1. SEO title and description optimization
  2. SEO for multilingual websites
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  5. SEO-friendly content creation
  6. SEO for startups
  7. Mobile SEO optimization
  8. SEO agency
  9. SEO for finance industry
  10. Google ranking services
  11. SEO for fitness businesses
  12. SEO domain authority building
  13. SEO trends and updates
  14. E-commerce SEO
  15. SEO trust flow improvement

This isn't about guessing what might work; it's about leveraging data to make informed decisions. SEO for news websites Their team focuses on creating content that speaks directly to your customers' needs, ensuring that your website not only attracts visitors but keeps them engaged. Within months, their tailored SEO strategy not only boosted Bella's website to the first page on Google but also doubled their online sales.

Explore Best SEO Strategies Langley here
Small business website SEO Best SEO Strategies Langley

Langley may refer to:

People

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Places

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Australia

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Canada

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France

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United Kingdom

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United States

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Schools

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Other uses

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See also

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Search engine optimization (SEO) is the process of improving the quality and quantity of website traffic to a website or a web page from search engines.[1][2] SEO targets unpaid traffic (known as "natural" or "organic" results) rather than direct traffic or paid traffic. Unpaid traffic may originate from different kinds of searches, including image search, video search, academic search,[3] news search, and industry-specific vertical search engines.

As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience. SEO is performed because a website will receive more visitors from a search engine when websites rank higher on the search engine results page (SERP). These visitors can then potentially be converted into customers.[4]

History

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Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines, which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider/crawler crawls a page and storing it on the search engine's own server. A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains. All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners. According to industry analyst Danny Sullivan, the phrase "search engine optimization" probably came into use in 1997. Sullivan credits Bruce Clay as one of the first people to popularize the term.[7]

Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB. Meta tags provide a guide to each page's content. Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content. Flawed data in meta tags, such as those that were inaccurate or incomplete, created the potential for pages to be mischaracterized in irrelevant searches.[8][dubiousdiscuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[9] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[10]

By heavily relying on factors such as keyword density, which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[11] Since the success and popularity of a search engine are determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

Companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[12] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[13] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[14]

Some search engines have also reached out to the SEO industry and are frequent sponsors and guests at SEO conferences, webchats, and seminars. Major search engines provide information and guidelines to help with website optimization.[15][16] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[17] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products. In response, many brands began to take a different approach to their Internet marketing strategies.[18]

Relationship with Google

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In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[19] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[20] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[21] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings. Although PageRank was more difficult to game, webmasters had already developed link-building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank. Many sites focus on exchanging, buying, and selling links, often on a massive scale. Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[22]

By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.[23] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. Some SEO practitioners have studied different approaches to search engine optimization and have shared their personal opinions.[24] Patents related to search engines can provide information to better understand search engines.[25] In 2005, Google began personalizing search results for each user. Depending on their history of previous searches, Google crafted results for logged in users.[26]

In 2007, Google announced a campaign against paid links that transfer PageRank.[27] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links. Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any no follow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[28] As a result of this change, the usage of nofollow led to evaporation of PageRank. In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting. Additionally, several solutions have been suggested that include the usage of iframes, Flash, and JavaScript.[29]

In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[30] On June 8, 2010 a new web indexing system called Google Caffeine was announced. Designed to allow users to find news results, forum posts, and other content much sooner after publishing than before, Google Caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before. According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[31] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant. Historically site administrators have spent months or even years optimizing a website to increase search rankings. With the growth in popularity of social media sites and blogs, the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[32]

In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources. Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice. However, Google implemented a new system that punishes sites whose content is not unique.[33] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[34] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[35] by gauging the quality of the sites the links are coming from. The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages. Hummingbird's language processing system falls under the newly recognized term of "conversational search", where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[36] With regards to the changes made to search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for English language search queries in the US. Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing, but this time in order to better understand the search queries of their users.[37] In terms of search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.

Methods

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Getting indexed

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A simple illustration of the Pagerank algorithm. Percentage shows the perceived importance.

The leading search engines, such as Google, Bing, and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine-indexed pages do not need to be submitted because they are found automatically. The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[38] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[39] in addition to their URL submission console.[40] Yahoo! formerly operated a paid submission service that guaranteed to crawl for a cost per click;[41] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by search engines. The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[42]

Mobile devices are used for the majority of Google searches.[43] In November 2016, Google announced a major change to the way they are crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[44] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement). Google indicated that they would regularly update the Chromium rendering engine to the latest version.[45] In December 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service. The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings. Google ran evaluations and felt confident the impact would be minor.[46]

Preventing crawling

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To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain. Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ). When a search engine visits a site, the robots.txt located in the root directory is the first file crawled. The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled. As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish to crawl. Pages typically prevented from being crawled include login-specific pages such as shopping carts and user-specific content such as search results from internal searches. In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[47] In 2020, Google sunsetted the standard (and open-sourced their code) and now treats it as a hint not a directive. To adequately ensure that pages are not indexed, a page-level robot's meta tag should be included.[48]

Increasing prominence

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A variety of methods can increase the prominence of a webpage within the search results. Cross linking between pages of the same website to provide more links to important pages may improve its visibility. Page design makes users trust a site and want to stay once they find it. When people bounce off a site, it counts against the site and affects its credibility.[49] Writing content that includes frequently searched keyword phrases so as to be relevant to a wide variety of search queries will tend to increase traffic. Updating content so as to keep search engines crawling back frequently can give additional weight to a site. Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic. URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[50] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score. These are known as incoming links, which point to the URL and can count towards the page link's popularity score, impacting the credibility of a website.[49]

White hat versus black hat techniques

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Common white-hat methods of search engine optimization

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat"). Search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods and the practitioners who employ them as either white hat SEO or black hat SEO.[51] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[52]

An SEO technique is considered a white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines[15][16][53] are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility,[54] although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines or involve deception. One black hat technique uses hidden text, either as text colored similar to the background, in an invisible div, or positioned off-screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking. Another category sometimes used is grey hat SEO. This is in between the black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users. Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms or by a manual site review. One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for the use of deceptive practices.[55] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[56]

As marketing strategy

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SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay-per-click (PPC) campaigns, depending on the site operator's goals. Search engine marketing (SEM) is the practice of designing, running, and optimizing search engine ad campaigns. Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results. SEM focuses on prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[57] A successful Internet marketing campaign may also depend upon building high-quality web pages to engage and persuade internet users, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[58][59] In November 2015, Google released a full 160-page version of its Search Quality Rating Guidelines to the public,[60] which revealed a shift in their focus towards "usefulness" and mobile local search. In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016, where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[61] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and determine how user-friendly their websites are. The closer the keywords are together their ranking will improve based on key terms.[49]

SEO may generate an adequate return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantee and uncertainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[62] Search engines can change their algorithms, impacting a website's search engine ranking, possibly resulting in a serious loss of traffic. According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[63] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[64] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

International markets

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Optimization techniques are highly tuned to the dominant search engines in the target market. The search engines' market shares vary from market to market, as does competition. In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[65] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[66] As of 2006, Google had an 85–90% market share in Germany.[67] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[67] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[68] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine. In most cases, when Google is not leading in a given market, it is lagging behind a local player. The most notable example markets are China, Japan, South Korea, Russia, and the Czech Republic, where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address. Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[67]

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On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google. SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations. On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[69][70]

In March 2006, KinderStart filed a lawsuit against Google over search engine rankings. KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%. On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[71][72]

See also

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References

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