responsive business websites Langley

responsive business websites Langley

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You've got to think of your website as a digital storefront. You get to launch your powerful, optimized website faster, giving you a competitive edge in responsive business websites Langley's bustling market. Learn more about responsive business websites Langley here Start by focusing on your keyword strategy.

Responsive business websites Langley - Web development

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Moreover, AI can analyze vast amounts of data to provide insights into user behavior.
It's not just about automating tasks; it's about creating a web design that adapts and responds to user behavior. Our team developed a user-friendly, visually appealing e-commerce platform that not only made their products accessible but also incorporated a blog where they share gardening tips and tricks. It's about tapping into existing conversations and becoming a natural part of them, rather than trying to start from scratch.
Moreover, Small World Marketing leverages responsive design technology, making sure your site looks flawless on any device. You'll need to provide some basic information about your business and what you're hoping to achieve with their web design and marketing expertise. Learn more about Affordable Web Design Packages in Langley here. A slow website frustrates users and sends negative signals to search engines.
They integrate e-commerce solutions tailored to your products, making online selling seamless for you and shopping effortless for your customers. Graphic design occupations AI's precision in handling data and design elements means that the risk of human error is minimized. Make each of these opportunities count by ensuring your brand is always presented consistently.

Responsive business websites Langley - Design–build

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Among the many triumphs in responsive business websites Langley, one standout is the transformation of local café, The Daily Grind, into a bustling community hub, thanks to a revamped web presence by Small World Marketing.

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You're not just another ticket in their system; you're a valued partner whose success is their priority. You'll need to design your web content with voice queries in mind, ensuring it's accessible for voice-activated assistants. That's what you get when you harness their technical expertise. Web development These technologies can transform how users interact with your products or services, offering immersive experiences that were once the stuff of science fiction.
Harnessing the power of analytics enables you to make data-driven decisions that significantly enhance your website's performance and user experience. Moreover, these customized solutions aren't static. This approach hinges on understanding your audience deeply.

Responsive business websites Langley - Design science

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What stands out about Small World Marketing is their commitment to results-driven strategies.
It's not just about reducing friction; it's about anticipating needs and meeting them in real time. Read more about responsive business websites Langley here When your site stands out, it sticks in the minds of local customers, making them more likely to think of you first when they need your services or products. This allows businesses to tailor their offerings and communicate more effectively with their audience. By incorporating AI into your web design, you're personalizing user experiences at an unprecedented level.
We're not just about creating websites; we're about building online experiences that resonate with your audience. That's the power Small World Marketing is harnessing for businesses in responsive business websites Langley.

Responsive business websites Langley - Design language

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Moreover, they deploy regular malware scans and have a system in place for immediate threat detection and removal. It's like having an AI-driven partner that's always optimizing your site, ensuring it remains relevant and engaging.

Website developers in Langley

Entity Name Description Source
Digital marketing Strategies and techniques used to promote products or services online. Source
Search engine optimization The process of improving a website's visibility on search engines. Source
Search engine marketing Marketing strategies aimed at increasing a website's visibility in search engines through paid ads. Source
Local search (optimization) SEO practices focused on improving visibility for local searches. Source
Google A global technology company specializing in Internet-related services and products. Source
Google Maps A web mapping service developed by Google. Source
Audit An examination of records or financial accounts to verify accuracy. Source
Google Search Console A web service by Google that allows webmasters to check indexing status and optimize visibility. Source
Website audit The process of evaluating a website's performance, structure, and SEO. Source
Anchor text The visible, clickable text in a hyperlink. Source
Sitemaps Files that help search engines understand the structure of a website. Source
Web traffic The amount of data sent and received by visitors to a website. Source
Meta element HTML tags that provide metadata about a web page. Source
Pay-per-click An online advertising model where advertisers pay each time their ad is clicked. Source
Web design The process of creating the visual layout and usability of a website. Source

Custom web design Langley

Specifically, two issues decided Langley's future. First was street lights, which Langley Prairie argued were needed not only for safety but also progress, yet on which reeve George Brooks declared "not a nickel" would be spent. Second was Langley Prairie's belief that it had neither the political sway nor fair share of municipal services that it deserved relative to its local tax contribution. Langley Prairie by then constituted 20% of the Township's tax base. A referendum on secession was therefore held in September, 1954. It passed with over 85% of the vote. Langley Prairie officially seceded and became the City of Langley on March 15, 1955.

Citations and other links

Mobile-friendly site experts responsive business websites Langley

These packages are designed with your specific audience in mind, boosting your visibility and appeal to local customers. To ensure your website effortlessly handles growing traffic and evolving content, focusing on scalable web architecture is essential. Small World Marketing's approach means your website is smart, not just pretty. This approach didn't just attract more visitors; it converted them into loyal customers, showing the power of combining design with digital marketing. Design science

Small World Marketing offers you competitively priced packages without compromising quality or service. Imagine a website that adapts in real-time to user behavior, offering tailored content and suggestions. Design closure Next, content is king in the digital world.

This approach lets you deliver a personalized experience every time someone visits your site, making them feel valued and understood. Grasping the intricacies of local markets is crucial for your responsive business websites Langley business's success in a crowded marketplace. These cases are a testament to Small World Marketing's ability to not just meet but surpass the web design and marketing needs of responsive business websites Langley entrepreneurs, proving that with the right partner, the digital world is indeed a land of opportunity.

We believe that every business, no matter its size, deserves to stand out in the digital landscape. When visitors share your content on their social media, it not only increases traffic back to your site but also boosts your search engine rankings. You'll find their approach to design isn't static.

Mobile-friendly site experts responsive business websites Langley
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responsive business websites Langley local business web design

When you apply smart web design and marketing techniques, you're not just enhancing your site's aesthetic appeal; you're also boosting its functionality and user experience. This approach keeps your site not just relevant but ahead of the curve, ensuring that your online presence is as dynamic and responsive as the market itself. Moreover, they incorporate SEO best practices right from the start, ensuring that your website isn't just a pretty face but is also discoverable. It's about creating a seamless, engaging user experience that boosts your visibility and keeps visitors coming back. website builder We understand that keeping up with the constant demands of social media can be daunting.

Whether it's showcasing products they'll love or content that speaks to their needs, your site becomes a personal shopper, advisor, and confidante all rolled into one. Imagine a site that learns from your behavior to tailor content specifically for you, enhancing your engagement and satisfaction. You'll find that these packages aren't just about a pretty interface; they're about creating a unique online presence that resonates with your local audience. Web engineering By emphasizing clean, responsive design, they ensure your site not only looks good but also ranks well.

After maximizing your online visibility, it's essential to focus on building brand consistency across all digital platforms. That's where Small World Marketing shines. Lastly, don't underestimate the power of social media. Recognizing this, we ensure your website speaks directly to your target customers, engaging them with a seamless user experience and a narrative that captures the essence of your brand.

They grow with your business, learning from every interaction to continuously refine and optimize the user experience. A stellar user experience goes beyond mere aesthetics; it's about creating a seamless, intuitive interface that guides users effortlessly through your site. You'll want to ensure your site's design is intuitive, making navigation a breeze for your visitors. You're not just getting a website; you're getting a tool tailored to elevate your online presence and drive business growth.

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Recognizing the surge in mobile internet usage, Small World Marketing prioritizes optimizing websites for mobile users to ensure a seamless browsing experience. You're no longer bogged down in endless cycles of revisions and adjustments. You'll be able to iterate on your successes and learn from your missteps, continually refining your website. They focus on fast-loading pages because search engines, like Google, prioritize speed.

In the world of web design, finding the right balance between creative intuition and algorithmic precision is key to crafting experiences that resonate with you. This means faster load times, responsive designs that adapt to any device, and straightforward navigation pathways that even first-time visitors can follow without confusion. It's not just about looks; SEO strategies positioned them at the top of search results, drawing in a flood of new customers.

You need to understand the unique preferences, behaviors, and needs of your local clientele to tailor your offerings effectively. Design life It requires ongoing effort, but by focusing on these strategies, you'll be well on your way. It's their unparalleled blend of creativity and technical prowess that not only captures the essence of a brand but also ensures that the website stands out in today's saturated online space.

As you dive deeper, voice search optimization stands out. Design pattern They're not just about creating a pretty face for your brand online; they're about crafting experiences that resonate with your target audience, drive engagement, and optimize conversion rates. Accessibility and inclusivity will take center stage, ensuring that websites are usable for everyone, including people with disabilities.

Design language
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Small business online design responsive business websites Langley
Small business online design responsive business websites Langley

With cyber threats on the rise, ensuring your website is secure against attacks isn't just necessary; it's imperative for maintaining trust with your users. web engineering You're engaging with your audience, building relationships, and establishing trust. By incorporating core design principles and unpacking the latest marketing strategies, they've not only elevated local businesses but have also set a new benchmark for digital growth. Whether you're a startup or an established business looking to refresh your online presence, their approach is designed to elevate your brand and connect you more deeply with the local community. This approach isn't just about making things look good; it's about creating a path that feels intuitive, almost as if the website is thinking ahead for you.

From offering customized design solutions that resonate with your brand identity to enhancing user experience, boosting website traffic, and leveraging advanced SEO strategies, Small World Marketing is setting a new standard. Lastly, build up your backlinks. You'll need to find your voice, one that's authentic and unmistakably yours, then use it consistently across all platforms. With them, you're not just hiring a digital marketing agency; you're partnering with a team that's as invested in your success as you are.

It's not about casting a wide net but about finding and engaging with tightly woven communities where your message can resonate more profoundly and spread more efficiently. Stick around to uncover the impact of these changes and how they could redefine your online presence.

Responsive business websites Langley - Design life

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As you dive into the realm of web design in responsive business websites Langley, you'll notice how Small World Marketing is pioneering this delicate balance. They understand that your website isn't just the face of your business online; it's also a prime target for cybercriminals.

These success stories highlight the tangible impact of Small World Marketing's web design expertise on responsive business websites Langley businesses, proving that a well-crafted website is a game-changer in today's digital world. That's why we're harnessing the power of AI to bring innovative, bespoke web solutions that not only look stunning but also perform exceptionally. As you navigate through responsive business websites Langley's digital landscape today, you'll see the imprint of Small World Marketing everywhere. Reach out to partners, participate in forums, and create shareable content to increase your backlink profile.

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It's also a great opportunity to ask questions and get a feel for how they work. Small World Marketing's approach ensures your website isn't just built for today but evolves with tomorrow's demands.

Responsive business websites Langley - Web engineering

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If you're not on top of these changes, your site's ranking could suffer. It's not just about posting regularly but engaging with your audience, responding to comments, and creating shareable content. They're adept at translating your vision into a digital format that resonates with your target audience.
It's crucial to sprinkle relevant keywords throughout your content, but don't overdo it. Accessibility is also at the forefront of their mission. Small World Marketing knows that your site's performance directly impacts your business. Design–build Leveraging AI in web design not only streamlines the creative process but also ensures your website stays ahead of technological advancements.
You'll also want to monitor conversion rates. What sets them apart is their transparent pricing model. It's also about fast loading times; mobile users are notoriously impatient, and if your site doesn't load within a few seconds, you're likely to lose them. That's the kind of innovation Small World Marketing is bringing to the table.
With Small World Marketing, you're not just getting a website; you're making a statement that your business leads in innovation, functionality, and security. Use alt texts for images, ensure your site is navigable through keyboard commands, and choose colors that are easy on the eyes. Once the design is finalized, the development phase kicks off. This means more eyes on your site and more potential customers knocking on your digital door.

Explore responsive business websites Langley here
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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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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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