What is SEO?
SEO known as Search Engine Optimisation is a practice that provides your website with increased visibility in search results on Google, organically. SEO isn’t just about the technical aspects but in-fact is very closely related to the creative area as well that are required to improve rankings of your website, to drive traffic and also increase the chances of being found and acknowledged on the top results.
There are several parts of SEO and it is not just about making your website search-engine compatible but in fact people-friendly as well.
Types of SEO
There are two types of SEO – White Hat & Black Hat
White hat SEO utilizes techniques and methods that improve search engine ranking of a website that doesn’t affect Google in a negative way. While Black Hat SEO takes advantage of the weaknesses and loopholes in search engine algorithms and use them to their advantage by taking their websites search ranking higher up resulting in affecting Google in a bad way as they are in conflict with search engine guidelines.
White Hat SEO Techniques
- HTML Website Optimization
- High-Quality Content Development
- Link Acquisition Campaigns by High-Quality Content and Manual Research and Outreach
Black Hat SEO Techniques
- Link Spam
- Keyword Surfing
- Hidden Text
- Hidden Links
Anything achieved through bad techniques is always short-lived, and that is the results one should expect when using black hat SEO methods. The results will be quick, unpredictable and short-lasting growth in ranking.
Search Engine Optimization companies do not operate around the black or white hat techniques, but in fact, it is the grey area they reside in – conveniently known as They Grey Hat.
Whether the companies are pressured by the clients to deliver results in a small amount of time or a large number of results in duration, either way they end up using techniques that do not quite cross into the black hat territory neither lie in the white hat, hence the grey area or in between the two methods.This grey hat technique is also known as affordable because of the pricing since the company is not quite using the proper campaigns and methods that are being ethical and resorting to questionable techniques.
Search Engine Optimization Techniques
Depending on client’s requirements the techniques vary, a few of them are listed and explained below:
WEBSITE SEO AUDIT
A website audit can be short or several pages long depending on the website. A website audit would normally address the issues that site might have that would be affecting its ranking and overall performance in the ranking list. These issues may include missing titles, lack of content, bad links and more. If this audit is of a website that contains several pages, then this audit would normally exceed to numerous pages if not 100 and address the tiniest if problems and bugs in links, contents, user-interface, turnaround time and more.
Having a search engine friendly website is of utmost importance, as that is your first step towards improved website ranking. There is no guarantee that the improvements made to the website suggested in the audit report will result in greater positive results, so much so that your website will land in the first page rankings in Google search engine results. It definitely takes time and requires consistency in maintenance in order to produce reliable results and better ranking.
SEO Audit Tools
On page also called ‘on-site’ SEO is the process of implementation of the suggested changes in the Audit Report. These changes can be made by the website owner if they are capable or the SEO company can take this upon themselves as well. On-Page SEO addresses the core elements that include the page titles, headings, content and content organization.
We can safely divide On-Page SEO into two types, the first is the simple kind that includes audit of the homepage and few other important pages of a website and suggests changes in those only – And they will be implemented on to those pages, but mostly online shopping stores don’t follow the on page standards still they get ranked higher because of their traffic.
Then comes the comprehensive kind that is not limited to a few pages but is an extensive audit of the entire website and also monitors the results to the on-going optimizations.
SEO CONTENT DEVELOPMENT
SEO website content development includes creating content for the website like TEXT – Articles, Essays, research documents, tutorials, glossaries, and whitepapers. Then comes INFOGRAPHICS – information graphics and some other content development that includes web tools and searchable database.
In the traditional definition of content that involves articles are no longer much of a valid option or you can say not appropriate anymore since that is not the only way to develop content now. We have several other tools now. And just like there are several content development options now, not every single one of them will be suitable for your website.
SEO Content that affects the search engine effectiveness in a positive way is ‘high-quality’ content. Content for SEO can be quite useful if you take the long route and not shortcuts. Well written, creative, interesting and useful content will surely be found and will be rewarded with attention accordingly. One more thing content development for SEO does is helps in building link development, which is a whole different area of discussion. And the techniques do not just stop here – We discussed a few. Hope this brings clarity and a direction.