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Lastly, keep an eye on emerging trends and adapt your strategy accordingly. As we unpack the significance of Small World Marketing's targeted approach and how it could be the game-changer your business needs, you'll discover the untapped potential of partnering with an SEO expert who truly understands the dynamics of Professional SEO Langley's market landscape. Learn more about Professional SEO Langley here For you, this means staying ahead of the curve. You're likely aware that social media platforms are where your audience spends a considerable amount of their time. Why should your business in Professional SEO Langley miss out on local customers searching online for services you offer?
By analyzing your current online performance and identifying key areas for improvement, they're not just throwing darts in the dark. 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. Now, artificial intelligence algorithms prioritize content quality, relevance, and user experience above all else. Read more about Professional SEO Langley here While crafting content that ranks is crucial, it's also essential to amplify your online presence through strategic link building techniques. Learn more about Expert SEO services in Langley by Small World Marketing here.
This means you've got to keep your ear to the ground, ready to pivot your strategies as search algorithms change and new optimization techniques emerge. With Small World Marketing, you're not just getting SEO services; you're investing in a partnership that prioritizes your success. Small World Marketing ensures your e-commerce platform is structured for the best user experience, reducing bounce rates and improving the chances of conversions. It dives deep into the structure of your content, optimizing it for readability, relevance, and engagement.
In the bustling digital market, securing quality backlinks is akin to getting glowing referrals in the online world. It's a brave new world in SEO, and you're right at the forefront, shaping the future of digital marketing. It's not about having numerous links but the right ones that align with your business values and audience interests. SEO marketing Lastly, there's the Professional SEO Langley Family Dentistry, which faced stiff competition from larger practices.



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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. In essence, with Small World Marketing, you're not just getting SEO services. Choosing Small World Marketing for your SEO needs means partnering with a team dedicated to propelling your business's online presence beyond the competition. This adaptability is key in safeguarding your business against shifts in digital trends and consumer behaviors. As we peel back the layers of their strategy, success stories from local businesses will reveal why Small World Marketing is the go-to partner for those serious about securing their spot at the top of search engine results.

This support extends beyond just keywords and link building. They don't just throw numbers and jargon at you. You'll want to start by optimizing your social media profiles. 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. SEO expert

These steps boost your visibility in local search queries, driving more foot traffic to your brick-and-mortar locations and increasing online inquiries from those in your vicinity. You get results that feel tailored to your needs, thanks to these advancements. Harnessing the power of AI, Small World Marketing significantly enhances your content's appeal and searchability, directly impacting your SEO success. Building on their proactive approach, Small World Marketing crafts customized SEO strategies that align perfectly with your business's unique needs and goals. Website traffic

It's not about guessing anymore; it's about knowing. Think of it as a multiplier effect for your visibility online. They understood their audience's needs and optimized their online presence to meet them. Improving your website's usability is key to keeping visitors engaged and navigating your site with ease.

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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

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With Small World Marketing's expansion, you're now equipped to not just participate in the digital age but to lead the charge. AI isn't just a tool in your arsenal; it's fundamentally changing the battlefield. You'll find them constantly staying ahead of the curve, implementing the latest SEO trends and techniques. This means optimizing your online presence to appear in local search results, which is crucial for attracting customers in Professional SEO Langley. Having established the importance of off-page SEO and link building in enhancing your site's online presence, it's crucial to understand how to measure the success of your SEO efforts effectively.

Their secret?

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Let's dive into what Small World Marketing is all about, a company that's making significant strides in the SEO landscape of Professional SEO Langley. At Small World Marketing, we customize SEO strategies to fit your business's unique needs, ensuring you stand out in a crowded market. With Small World Marketing, you're not just getting an SEO service; you're getting a partner in building your online retail success.

Effective CTAs are crucial for converting site traffic into tangible outcomes for your business. They've mastered the art of Local SEO, ensuring that when potential customers are looking for services or products in Professional SEO Langley, your business pops up at the top of their search results. Respond to comments, share interesting content, and be part of the conversation. Well, Small World Marketing is your go-to partner in navigating this complex field.

Then, we tailor your SEO strategy, focusing on high-impact keywords and content that resonates with your audience. But what sets them apart is not just their ability to drive traffic and enhance visibility; it's their commitment to transparent reporting and empowering their clients through SEO training and consultation. SEO isn't static; it's a constantly changing field. More users are searching on-the-go, using natural language queries.

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Instead, machine learning analyzes vast amounts of data to predict and tailor what your audience wants to see, hear, and read. Understanding SEO isn't just about knowing these elements; it's about integrating them into a cohesive strategy that boosts your online visibility. This adaptive approach ensures your SEO strategy remains robust and effective, irrespective of the ever-evolving digital landscape. Their behaviors online change as new technologies and platforms emerge. With Small World Marketing, you're not just investing in SEO; you're investing in a partnership that flourishes alongside your business.

Moreover, understanding voice search and mobile optimization has become essential.

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What exactly does 'Next-Gen SEO' mean for Professional SEO Langley entrepreneurs seeking to elevate their online presence? This comprehensive approach ensures you're not just keeping up but setting the pace in your industry. Including relevant keywords, meta descriptions, and tags helps increase your visibility online.

Implement these on-page optimization techniques, and you'll not only climb the ranks but also create a better experience for your visitors. Lastly, don't forget to promote your content. They understand that the heart of any successful online presence isn't just about being seen-it's about connecting and resonating with people on a deeper level. They're using this technology to craft content that resonates with you, ensuring that when you're searching for services or products, their websites appear right at the top.

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It's about creating a comprehensive online presence that accurately represents your brand and appeals to your target audience. Start with understanding your audience's pain points. Moreover, they ensure that your content is mobile-friendly. Incorporating AI into your website doesn't just boost your SEO efforts; it revolutionizes the way users interact with your brand online.

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It can identify and fix issues like broken links, slow loading pages, and poorly optimized images faster than any human could. When you team up with the right partners, such as Small World Marketing, you're not just getting their expertise in SEO; you're also tapping into a wider network. Next-Gen SEO tailors your website's content to answer the questions your potential customers are asking, even before they type them into the search bar.

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Next, focus on generating local content that resonates with your Professional SEO Langley audience. SEO client results At the heart of Small World Marketing's success is their ability to craft SEO strategies that are specifically tailored to meet the unique needs of your business.

This insight lets you craft content that speaks directly to them, whether it's through blog posts, videos, infographics, or social media updates. We'll help you understand your mobile audience's behavior, tailoring content to meet their needs and preferences.

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You're not just getting a service; you're securing a partnership with a team that's genuinely invested in your success. Search engines are increasingly adept at recognizing content that fulfills user intent.

It's about making informed decisions that continuously enhance your visibility and attract more customers to your business. Content is the lifeline of your digital presence, acting as a magnet that attracts visitors, engages them, and converts them into customers. 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. Website traffic tells you how many people are visiting your site, indicating the effectiveness of your SEO and content marketing efforts.

Start by claiming your Google My Business listing, ensuring your business's name, address, and phone number (NAP) are consistent across all platforms. These tools aren't one-size-fits-all, so you'll need to determine which features matter most to you. SEO tracking They'll ensure your business information is accurate and up-to-date, from your address and phone number to your operating hours. Your content should be a seamless blend of SEO best practices and persuasive writing.

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You'll find their approach to monitoring both thorough and insightful. It's no longer enough to think about how someone might type a query into a search bar; you've got to consider how they'll speak it into their device or search on the go. In essence, Small World Marketing's AI-driven strategies don't just aim to attract visitors to your site; they're designed to make sure they stay, engage, and convert. You're crafting messages that hit home, powered by insights on what your audience truly wants. Furthermore, their team is a blend of creativity and technical prowess.

Moreover, analyzing your competitors can provide insights into your own strategy's effectiveness. Embracing advanced SEO solutions from Small World Marketing is a significant step in this direction. It's a game changer, allowing you to stay ahead of competitors by ensuring your SEO efforts are as efficient and effective as possible. To stay competitive, you'll need to integrate these tools into your SEO practices.

They're in it for the haul, ensuring that your business not only thrives but also becomes a beloved staple in Professional SEO Langley's vibrant community. Search engine optimization They were struggling to reach their target audience online. This personalized approach ensures that your mobile site isn't just a scaled-down version of your desktop site but a strategic tool for engaging and converting mobile users. They don't just look at your website; they analyze your entire online presence to identify opportunities that others might miss.

Creating content that ranks highly on search engines is essential for your business's visibility in Professional SEO Langley. AI-driven content generation tools can help you produce not just any content, but the right kind of content that resonates with your audience. That's why they dive deep into your business model, target audience, and market competition to develop a strategy that's not just a one-size-fits-all solution but a tailored plan designed to boost your online visibility and drive more traffic to your website. Nowadays, most people use their smartphones to look up everything, from the best coffee shop nearby to professional services. Off-page SEO

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You're not just battling your direct competitors but anyone who shares your keywords. Small World Marketing ensures your content stays at the forefront, making you visible to both current customers and future prospects. It's not just about keywords anymore; it's about context. Building on Small World Marketing's innovative approach, AI's role in SEO offers unparalleled advantages for optimizing your website's performance.

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Small World Marketing knows this all too well and offers comprehensive mobile optimization solutions that are tailor-made for your business in Professional SEO Langley.
In the ever-evolving digital landscape, Small World Marketing is planting its flag in Professional SEO Langley, offering entrepreneurs a lifeline in the vast ocean of online competition. It involves getting other reputable sites to link back to yours.

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Whether it's blog posts, articles, or web copy, they craft content that resonates with your target market and adheres to SEO best practices. You'll want to focus on quality over quantity.
Improving user experience is crucial for boosting your site's engagement and retention rates. Don't forget to optimize your content for mobile users as well. We focus on acquiring high-quality backlinks from reputable sources within your industry, boosting your site's authority and search engine ranking. Instead, they dive deep into understanding your unique market position, challenges, and objectives.
It's an innovative approach that keeps you connected with your audience in ways that were once unimaginable. First off, your website must load quickly on mobile devices. It's a game that demands you're always on your toes, ready to adapt your strategies with the pace of digital evolution. Understanding your market's dynamics is just the first step; it's Small World Marketing's proven track record in transforming these insights into tangible results that truly sets them apart. SEO content

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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

[edit]

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

[edit]

Getting indexed

[edit]
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

[edit]

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

[edit]

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

[edit]
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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Langley may refer to:

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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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Frequently Asked Questions

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