Search engine optimization or SEO is the strategy, technique and tactics used to improve the visibility of a website on a search engine. Internet users generally do not click through the pages of search results. Most users visit only those websites which are visible on the first page of the search results. So the aim of SEO is to make a website appear in the top ten results of a search engine and more specifically in the top three. In so doing this will direct more traffic towards the website. The higher a website ranks in the search results, the higher the chances that it will be visited by a user.
A good SEO strategy consists of carefully selected keywords which are made prominent for search engine algorithms through two methods: off page SEO and on page SEO. Off page deals with promotional methods. It optimizes your web pages by getting back links to it. These back links connect your site to other relevant websites using different promotional methods such as blog comments, social bookmarking and press releases. On page refers to the traditional website elements such as content matter, images, and the web pages and design.
Another aspect of SEO you might have heard of is that of ‘White Hat’ and ‘Black’. Though both types of SEO have their own characteristics, most of the companies with stable and long-term goals prefer to go with White Hat. Simply put White Hat utilizes methods to improve the visibility of a website which don’t run contrary to the guidelines of a search engine while the other does. It works on the weakness of the search engine mechanism and follows such techniques which are deemed contrary to their guidelines. White Hat provides steady, stable and long-term results while the opposite offers unpredictable, fast and short-term growth.
Many companies these days, work in the gray colored area, suitably named Gray Hat SEO. This method is recognizable by low pricing and the use of questionable methods in order to deliver quick results rather than lengthy and legitimate optimization campaigns. In other words, Gray Hat SEO follow the techniques which don’t cross the border into the Black region but are still outside of what would be called White Hat Search Engine Optimization.
There are people who promise fast and quick results using their SEO methods but it’s worth noting that there is no shortcut to SEO. If done legally, it will not give sudden results. That’s just not the nature of the beast. It takes some time because there are hundreds of thousands of websites to manage. However, the rank gained according to the guidelines offers long-term stability and better visibility.
You want your site to be seen for years to come don’t you?