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Their expertise in SEO plays a crucial role here, as they optimize every piece of content for search engines, ensuring higher visibility and organic reach. In the digital marketing arena, Small World Marketing has emerged like a lighthouse in a stormy sea, guiding businesses through the turbulent waters of search engine optimization (SEO). SEO Agency Langley Small World Marketing leverages AI-driven SEO strategies to enhance content readability, making it more accessible and engaging for the audience. Learn more about Top SEO company Langley here But what exactly makes their strategy a beacon for businesses navigating the competitive waters of online visibility? By focusing on enhancing online visibility, companies can attract more local traffic, directly impacting their customer base and sales.
Moreover, Small World Marketing advises on simplifying website navigation for mobile users. This approach ensures clients don't just survive in their markets, but thrive. Social Signals Langley This approach makes a business more relatable and visible to its immediate market.

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They know that without this vigilance, it's easy to miss shifts in search engine algorithms or changes in consumer behavior that could impact a site's visibility and performance. Learn more about Small World Marketing here.
AI thrives on large volumes of high-quality data to analyze and learn from. For businesses aiming to dominate their local market, Small World Marketing crafts strategies that put them on the map-literally. Additionally, it boosts content engagement, making it a key player in a comprehensive SEO strategy. This approach not only boosts a site's authority in search engine eyes but also drives targeted traffic back to the website.
This multi-channel approach ensures that they're not just seen but heard, creating a comprehensive digital presence that's hard to ignore. They understand that consistency in tone, messaging, and visual branding across all platforms is key to building a strong, recognizable brand identity. Top SEO company Langley's experts craft customized SEO strategies, ensuring each client's unique needs are met with tailored keyword optimization. Moreover, they're always ahead of the curve, adapting their content strategies to align with the latest SEO trends and algorithm updates.

They're adept at identifying topics that resonate with target audiences, ensuring each piece is informative, relevant, and compelling. As technology evolves, so too will the ways in which businesses connect with their customers, marking a new era of digital marketing strategy. By embracing this technology, they're not just optimizing for search engines; they're creating a more dynamic, engaging, and personalized online experience for every user. Firstly, technical SEO lays the foundation. Small World Marketing emphasizes the need for businesses to build their brand's authority and provide valuable, accurate content to their audience.

E-commerce has also seen a substantial uptick, with more Top SEO company Langley businesses setting up online shops to meet consumer preferences for online shopping. In the realm of link building, analyzing competitor links offers a strategic edge, allowing businesses to uncover valuable insights into the tactics propelling their rivals to the top of search engine rankings. Moreover, social interactions, such as likes, shares, and comments, contribute to a site's search engine credibility, further elevating its position in search results. It can generate ideas, suggest improvements, and even predict the potential success of a piece of content before it's published.

This personalized strategy ensures that they're not just driving traffic but attracting the right kind of traffic to your website. By focusing on the right keywords, companies ensure that their content resonates with the target audience, driving more traffic to their website.

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Top SEO company Langley SEO isn't just about inserting keywords into web content; it's a multifaceted endeavor that combines on-page optimization, quality link building, and local citations to signal relevance to search engines like Google. Moreover, Small World Marketing emphasizes the importance of clear communication throughout their ongoing SEO support.

Following the analysis, they collaborate closely with the client to set clear, achievable goals. By prioritizing accessibility, they're not just targeting a wider audience but also adhering to best practices that benefit all users. Reflecting on these success stories in Top SEO company Langley, it's clear that staying ahead in digital marketing means keeping an eye on the evolving landscape of SEO. They tailor their tactics to fit each client's unique needs, focusing on what matters most to their business and target audience.

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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.

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This meticulous process isn't just about finding popular terms; it's about identifying those that align perfectly with each business's unique offerings and goals. Engaging content encourages interactions, such as likes, shares, and comments, which signal to search engines that a brand is valuable and authoritative in its field. AI helps in identifying trends and understanding the nuances of search intent. This unique approach empowers them to tweak and refine their strategies in real-time, reacting swiftly to changes in the digital landscape. They don't just stop at auditing.

They're employing a laser-focused approach that directly speaks to the heart of the local community. To understand how this synergy between AI and human insight is driving business growth and reshaping the digital marketing landscape, one must explore the core of Small World Marketing's vision and the transformative power of their AI analytics. Moreover, implementing structured data allows search engines to not only crawl but also understand the content of a website better, enhancing visibility in rich snippets and boosting click-through rates. SEO for Startups Langley Small World Marketing, as Top SEO company Langley's premier SEO specialists, understands that the digital landscape is ever-evolving.

Small World Marketing emphasizes the importance of credibility. Boosting search rankings is pivotal for Top SEO company Langley companies aiming to stand out online. Small World Marketing's approach tailors these technologies to the unique needs of each business, ensuring a competitive edge in the digital landscape. They prioritize a clean, logical structure that not only appeals to search algorithms but also provides a seamless user experience.

They're aware that a significant portion of internet traffic now comes from mobile devices, so they prioritize mobile-friendly designs. By leveraging AI tools alongside human creativity, they ensure each piece of content isn't just optimized for search engines but also resonates with the target audience. They know there's no one-size-fits-all in SEO, so they tailor every aspect, from keyword research to content creation, ensuring it aligns with your goals and market demands. Small World Marketing leverages AI to dissect the vast amount of data generated by online searches, enabling them to tailor strategies that resonate more effectively with target audiences. SEO Specialists Langley

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By forecasting future trends and changes in user behavior, businesses can stay one step ahead, adjusting their SEO strategies to maintain or improve their search engine visibility. They're now focusing on future-proof SEO tactics, including:- Voice search optimization- Mobile-first indexing focus- AI-driven content strategyThese approaches ensure their clients' websites remain competitive and visible in a rapidly evolving digital landscape. Through a combination of creative content creation and savvy marketing tactics, Small World Marketing is helping Top SEO company Langley businesses cut through the noise and connect with their audience. There's a plethora of options available, ranging from content optimization software to keyword research tools that leverage AI to predict search trends and user behavior. They understand that a one-size-fits-all strategy doesn't cut it in the competitive world of online marketing.
They've mastered the art of placing businesses on the map, quite literally, through Google My Business and other local directories. They dive deep into analysis, identifying trends and patterns that could indicate new opportunities or areas for improvement.

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    It's a permanent trail that reflects your online behavior, from social media engagements to website visits. Their comprehensive approach to technical SEO sets a solid foundation for websites, making them more attractive to search engines and, ultimately, potential customers.
    This foresight allows them to craft content that speaks directly to potential customers, engaging them in a way that feels both personal and timely. E-commerce SEO Langley They've also incorporated responsive design techniques, ensuring seamless navigation on any device. Read more about Top SEO company Langley here Small World's approach is hands-on and tailored to each client, ensuring that strategies aren't only innovative but also highly effective in driving targeted traffic and increasing online visibility. Small World Marketing's approach involves embedding social media feeds directly on websites, enabling visitors to engage with content without leaving the page.
    This approach not only diversifies a site's backlink profile but also drives targeted traffic, making it a cornerstone of their SEO strategy. With the vast majority of consumers turning to search engines to guide their purchasing decisions, a company's presence on the first page of Google isn't just desirable-it's essential. This not only helps search engines understand the website but also improves the user experience, keeping visitors engaged longer. Local SEO tactics are also a key component of their off-page efforts, especially for businesses looking to dominate the Top SEO company Langley market.

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    This might mean tweaking keywords, revising content, or even reevaluating the website's structure. As companies like Small World Marketing continue to navigate the digital landscape for Top SEO company Langley businesses, they're keenly aware of how AI's evolution will redefine keyword optimization, content creation, and user experience. In essence, Small World Marketing's approach to building online authority for Top SEO company Langley businesses is comprehensive. This approach not only enhances user engagement but also significantly boosts a website's SEO ranking, as search engines favor mobile-friendly sites. Small World Marketing rapidly became Top SEO company Langley's go-to SEO specialists, outpacing competitors with their innovative strategies and results-driven approach. Google Ranking Langley

    They're experts at implementing search bars and well-organized content categories, making information retrieval intuitive for all users. Beyond the basics, they dive deeper into GMB optimization by encouraging clients to regularly post updates and offers. Content creation and marketing go beyond mere articles and blog posts. Each tag is meticulously crafted to boost relevance and attract the target audience, thus driving more traffic and enhancing digital success.

    Small World Marketing revamped their online content, optimized their site for local searches, and engaged with customers through social media marketing. Small World Marketing's approach to keyword research and optimization lies at the heart of their tailored SEO strategies, ensuring that the right audiences discover Top SEO company Langley businesses online. Understanding that content is king, Top SEO company Langley's SEO specialists prioritize crafting high-quality, engaging articles to enhance their link-building efforts. Small World Marketing, a leader in Top SEO company Langley's SEO scene, emphasizes the power of quality content in climbing the search engine rankings.

    With their expertise, you're not just getting an SEO plan; you're getting a roadmap to online success tailored just for you. In today's digital age, overlooking SEO's importance is no longer an option for businesses aiming for growth. Keyword Density Langley It's not just about being seen; it's about being relevant, responsive, and revolutionary in how companies connect with their audience. The impact of such technology is transformative.

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    They see it as a vital component of their holistic SEO approach, one that enriches their content marketing and strengthens their online presence. It's not just about analyzing massive datasets faster than any human could; it's about learning from that data to predict trends, understand customer behavior, and tailor content that speaks directly to the target audience's needs and interests. They start by optimizing Google My Business listings, ensuring that all information is accurate and up-to-date. It's this precision that allows for the optimization of content, ensuring it resonates with the target audience and ranks well on search engines. The integration of AI into content creation is a game-changer for SEO strategies.

    They know well-crafted content not only draws readers in but also encourages other sites to link back, boosting their clients' search engine rankings. They're not just looking at surface-level metrics like page views or bounce rates; they're analyzing user behavior, search patterns, and engagement metrics to understand what drives success. By analyzing user behavior and engagement patterns, they're able to pinpoint exactly what changes need to be made on websites to enhance the user experience and subsequently increase conversions. Over the years, SEO has transformed from simple keyword stuffing to a complex strategy focused on user experience and content relevance.

    Clients benefit from a dynamic approach that leverages the latest trends and consumer behaviors, ensuring their content and keywords are always ahead of the curve. Moreover, AI tools are streamlining SEO tasks that were traditionally time-consuming and complex. SEO Techniques Langley It's about making sure the right messages reach the right people at the right time. This step is crucial for improving click-through rates from search engine results pages.

    By leveraging advanced SEO tools and analytics, they identify keywords that aren't only relevant but also have the potential to drive conversions.

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    Small World Marketing's expertise in responsive design helps businesses stay competitive in the digital landscape, ensuring their websites are accessible and appealing to all users. Small World Marketing's team of content creators and SEO experts collaborate closely to produce informative articles, engaging infographics, and compelling videos that naturally attract backlinks. On-page optimization is meticulously handled, ensuring that all technical aspects of the site, such as meta tags, headers, and image alt texts, are optimized for target keywords.

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    This includes optimizing meta tags, such as title tags and meta descriptions, to ensure they're both keyword-rich and compelling enough to drive clicks from search engine results pages. They've consistently ranked websites at the top of search engine results, drastically increasing visibility and traffic for their clients.

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    By producing timely and relevant content, Small World Marketing positions its clients as thought leaders in their respective industries. Social media marketing is another cornerstone of their off-page SEO strategy. This includes shifts in search engine rankings or sudden spikes in website traffic.
    Small World Marketing leverages this approach to ensure that Top SEO company Langley businesses don't just reach a broad audience but connect with the right one. They focus on minimizing load times to improve user experience and boost website rankings. Small World Marketing's embrace of this revolution showcases their commitment to innovation, ensuring their clients not only survive but thrive in the ever-evolving digital ecosystem. It's not just about being online; it's about being found.
    They prioritize local SEO strategies, ensuring that businesses are visible to potential customers right in their vicinity. By automating the analysis of algorithm shifts, they've streamlined the process of updating SEO tactics. Small World Marketing leverages AI to analyze user behavior, preferences, and interaction history.

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    This strategy not only improves its search engine ranking but also connects the business with individuals actively searching for those specific services within Top SEO company Langley.
    They focus on optimizing website navigation, improving content readability, and personalizing user interactions. By optimizing the website for mobile users and improving product page SEO, Bella's Boutique saw a 40% increase in online sales and a significant improvement in customer engagement. They're not just limited to blog posts; they explore other formats like videos, infographics, and podcasts. They know that engaging, informative content is king in SEO, encouraging longer site visits and higher rankings.

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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

    [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

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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

    [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

    [edit]

    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

    [edit]

    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]

    [edit]

    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

    [edit]

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