custom online shop design Langley

custom online shop design Langley

Design history

Voice search optimization will also become a standard, not an afterthought. Learn more about custom online shop design Langley here Reach out to partners, participate in forums, and create shareable content to increase your backlink profile. This isn't about casting the widest net; it's about crafting the most appealing bait.

Custom online shop design Langley - web development

  1. Design history
  2. Design by contract
  3. Design computing
  4. Web development
  5. Design Research Society
  6. web development
  7. Design for All
  8. website builder
  9. Web Design
  10. Web standards
  11. Engineering design process
  12. Design specification
  13. Web template system
  14. .design
  15. High-level design
  16. Intelligent design
  17. Responsive web design
  18. interactive design
Integrating blockchain can significantly enhance trust in your website, making users more comfortable with online purchases or data sharing.

Custom online shop design Langley - Web Design

  • Design choice
  • Design around
  • Computer-aided design
  • Design engineer
  • tableless web design
  • Design life
  • Outline of web design and web development
  • Work design
  • Design research
  • Philosophy of design
  • web engineering
  • Design–build
  • Design education
  • Web Standards Project
  • Content designer
  • Design leadership
  • Graphic design occupations
  • Design thinking
It's crucial because a fast, responsive website keeps visitors engaged and significantly reduces bounce rates.
What sets them apart is their commitment to not only reflecting your brand's identity in the digital realm but also ensuring it resonates with your target audience. Visual trends are also evolving rapidly. They get to the heart of the issue swiftly, ensuring your digital presence is as robust and effective as can be. Learn more about Professional Web Design Services in Langley, BC here. To fully grasp how AI is revolutionizing web design, it's essential to understand its role and capabilities in creating dynamic, user-focused websites.
It's not just about being online; it's about being found by the right people at the right time. Small World Marketing consistently ranks at the top for SEO mastery, ensuring your website isn't just visible, but a powerful magnet for your target audience. Mobile optimization has become non-negotiable, as more people use their smartphones to browse the internet. Instead, they craft bespoke designs that resonate with your brand identity and speak directly to your target audience.
This isn't a one-off transaction. Make each of these opportunities count by ensuring your brand is always presented consistently. It's not just about looking good; it's about feeling right. A slow website frustrates users and sends negative signals to search engines.

Moreover, these web solutions are optimized for local SEO. By staying informed, you can anticipate shifts that might affect your site.

Custom online shop design Langley - Design for All

  • Design closure
  • web developer
  • Intelligent design
  • Responsive web design
  • interactive design
  • Design paradigm
  • Web design
  • Design science
  • Architectural design competition
  • Design pattern
  • Web engineering
  • Design methods
  • Dave Shea (web designer)
  • Interactive design
  • Design language
  • Website builder
  • Design
  • web accessibility
  • Tableless web design
This means your website isn't just a digital space but a dynamic entity that evolves. Pay attention to local events, trends, and the overall economic landscape. It's not just about making a site look pretty; it's ensuring it's navigable, accessible, and engaging.

With their advanced SEO strategies, your company doesn't just appear on search engines; it dominates. This approach doesn't just adjust the content based on broad segments but dives deep into individual user preferences, behaviors, and history. Moreover, AI-driven tools are bringing efficiency to the design process. In today's digital age, elevating your online presence is key to standing out among competitors.

Websites will adapt in real-time, learning from your behaviors to present the most relevant content and interfaces. The cumulative effect of these efforts is a robust digital presence that translates to real-world growth. One standout narrative involves a local bakery that, before engaging with Small World Marketing, found its digital footprint nearly invisible. It's also a great opportunity to ask questions and get a feel for how they work.

It's not just about selling; it's about contributing to the community in a way that naturally elevates your brand.

Custom online shop design Langley - web development

  1. Engineering design process
  2. Design specification
  3. Web template system
  4. .design
  5. High-level design
  6. Intelligent design
  7. Responsive web design
  8. interactive design
  9. Design paradigm
  10. Web design
  11. Design science
  12. Architectural design competition
  13. Design pattern
  14. Web engineering
  15. Design methods
  16. Dave Shea (web designer)
  17. Interactive design
By integrating AI-driven analytics, responsive web design, and cutting-edge SEO techniques, they ensure your online presence isn't just seen-it's impactful. Moreover, Small World Marketing understands that a one-size-fits-all approach doesn't cut it. They also focus on speed and mobile optimization, ensuring that your site loads quickly and looks great on any device.

Langley web design and development

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

Web Design Langley

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

Citations and other links

custom online shop design Langley creative branding and design

Recognizing the pivotal role of web design in digital marketing, Small World Marketing has crafted a vision that aims to redefine the online landscape for businesses in custom online shop design Langley. Moreover, AI is constantly learning from your interactions, meaning the more you use the site, the better it gets at predicting your preferences. That's why they offer comprehensive maintenance services to ensure your online presence is always at its best. By offering competitive pricing, they ensure that high-quality web design isn't just a luxury for the few but accessible to many.

Custom online shop design Langley - Design specification

  1. interactive design
  2. Design paradigm
  3. Web design
  4. Design science
  5. Architectural design competition
  6. Design pattern
  7. Web engineering
  8. Design methods
  9. Dave Shea (web designer)
  10. Interactive design
  11. Design language
  12. Website builder
  13. Design
  14. web accessibility
  15. Tableless web design
  16. Design choice
  17. Design around
  18. Computer-aided design
  19. Design engineer


By weaving social media directly into your site's design, they ensure that your content doesn't just stay on your site-it travels across platforms, reaching more eyes and engaging more users. This means your website won't just look good; it'll feel right to the users, encouraging them to stay longer and explore deeper. They leverage this insight to craft websites that resonate with the community, ensuring your message hits home.

That's why we don't just offer cookie-cutter designs. Small World Marketing doesn't just create visually stunning websites; they also equip them with advanced functionality features that meet your specific business needs. After collaborating with Small World Marketing, they saw a complete turnaround.

You'll see websites that feel alive, with elements that seem to breathe and move in harmony with your interactions.

Custom online shop design Langley - Web Design

  • Design paradigm
  • Web design
  • Design science
  • Architectural design competition
  • Design pattern
  • Web engineering
  • Design methods
  • Dave Shea (web designer)
  • Interactive design
  • Design language
  • Website builder
  • Design
  • web accessibility
  • Tableless web design
  • Design choice
  • Design around
  • Computer-aided design
This means ensuring that your brand's voice, tone, and visual elements are uniform wherever your customers might find you online. This info shapes your content strategy, ensuring you're always engaging with your audience where they're most active.

custom online shop design Langley creative branding and design
web design and SEO custom online shop design Langley

web design and SEO custom online shop design Langley

Small World Marketing's approach to this involves a mix of search engine optimization (SEO), content marketing, and social media engagement. You're not just getting a website; you're getting a continuously evolving digital asset. But don't worry, these obstacles aren't insurmountable. They understand that your audience isn't just hanging around waiting on your website; they're scrolling through their social media feeds.

They're leveraging AI to automate the customization, allowing for a broad spectrum of design preferences to be catered to swiftly. web development That's where scalable web architecture steps in.

Custom online shop design Langley - Design for All

  1. Web Standards Project
  2. Content designer
  3. Design leadership
  4. Graphic design occupations
  5. Design thinking
  6. Design management
  7. Design brief
  8. Style sheet (web development)
  9. Design closure
  10. web developer
  11. Web template system
  12. .design
  13. High-level design
  14. Intelligent design
  15. Responsive web design
In a world where digital presence is crucial, making your website accessible with AI isn't just a nice-to-have, it's a must.

Content marketing is another area they shine in. Small world marketing requires a balance of strategic thinking and authentic engagement. Imagine you're on a smartphone.

We're committed to continuous learning and adapting, ensuring we always offer the cutting-edge solutions you deserve. Embracing these future web development trends won't only keep you ahead of the curve but also ensure your website continues to deliver value to your users and your business. We'll work with you to identify your business goals, target market, and the message you want to convey. Web standards

Modern site design custom online shop design Langley

You're getting a unique web presence that mirrors your brand's personality without slowing down the development process. Whether you're a small local business or a large corporation, they tailor their approach to fit your specific needs and goals. They understand that a site must be as beautiful as it's functional, ensuring it looks great on devices of all sizes. As you navigate custom online shop design Langley's business landscape, you'll see that those who master this art of small world marketing aren't just surviving; they're thriving, setting new standards, and reshaping the market. You're responsible for ensuring the AI solutions you use comply with data protection regulations.

Optimize images and streamline your code to keep everything running smoothly. You're about to explore how artificial intelligence is not just reshaping, but revolutionizing the way websites are crafted, making them more personalized, accessible, and aesthetically pleasing than ever before. This isn't about churning out content for the sake of it. They make sure you see tangible results, tracking metrics that matter to your bottom line.

It's a game-changer in how businesses approach online interaction, making every visit a unique journey. With Small World Marketing, you're not just boosting your website traffic; you're building a community around your brand. But it's not just about technology. By maintaining a consistent brand image, you're telling your audience that you're reliable and recognizable, no matter where they see you online.

It's the first thing people see and can either invite them in or turn them away. They leverage machine learning to refine user experience, making every visit to your site a step closer to conversion. You see, AI doesn't just handle the mundane tasks; it dives deep into data analysis, uncovering insights about your audience that you mightn't have noticed. Design Research Society Tailored specifically to your brand's aesthetic and functional needs, it ensures your site isn't just another face in the digital crowd but a standout beacon for your target audience.

Modern site design custom online shop design Langley
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custom online shop design Langley user-centered web design

Moreover, they deploy regular malware scans and have a system in place for immediate threat detection and removal. The result? You've likely encountered websites that change layout or content based on the time of day, location, or user behavior. They're pushing the boundaries by integrating cutting-edge AI technologies, ensuring your site doesn't just sit pretty-it works smart. For starters, you're looking at responsive designs that ensure your website looks great and functions flawlessly on any device.

Custom online shop design Langley - Design for All

  • Website builder
  • Design
  • web accessibility
  • Tableless web design
  • Design choice
  • Design around
  • Computer-aided design
  • Design engineer
  • tableless web design
  • Design life
  • Outline of web design and web development
  • Work design
  • Design research
  • Philosophy of design
  • web engineering
  • Design–build
  • Design education

They're not just about launching your website; they're committed to ensuring your online presence thrives over time.

Custom online shop design Langley - Engineering design process

  1. Design engineer
  2. tableless web design
  3. Design life
  4. Outline of web design and web development
  5. Work design
  6. Design research
  7. Philosophy of design
  8. web engineering
  9. Design–build
  10. Design education
  11. Web Standards Project
  12. Content designer
  13. Design leadership
  14. Graphic design occupations
  15. Design thinking
Each case study presents a unique challenge, from boosting online visibility for a local bakery to overhauling the digital marketing strategy of a multinational corporation. First, you need to keep an eye on SEO news and updates. Moreover, Small World Marketing's emphasis on open communication and regular feedback helps in identifying new opportunities and tackling challenges head-on.
This approach lets you deliver a personalized experience every time someone visits your site, making them feel valued and understood. Next up is Green Thumb Nurseries. This multi-channel approach ensures that your digital presence isn't just visible but vibrant, engaging, and continuously growing. Exploring future trends in web design reveals a landscape where AI integration becomes the backbone of innovative and user-centric websites. Read more about custom online shop design Langley here
Use AI-driven tools available in custom online shop design Langley to analyze and harmonize your brand elements. Instead, AI systems analyze vast amounts of data to understand user behavior and preferences, ensuring your website not only looks good but also performs exceptionally well. It's not about applying a one-size-fits-all solution; it's about crafting a strategy that mirrors your specific goals, challenges, and aspirations. It's not just about looking good but being smart and accessible for all users.

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It's all about creating content that's not just informative but also structured in a way that search engines love. Switch to a laptop, and the layout expands, utilizing the additional screen real estate for detailed visuals and interactive elements. Search engines favor sites that provide a seamless browsing experience, pushing them higher up in the rankings. Embarking on your journey with Small World Marketing is as straightforward as filling out a brief online form.
You'll see not just an increase in website traffic but also in conversion rates. This isn't just about throwing in a bunch of keywords and hoping for the best. In a digital era where technology evolves at breakneck speed, Small World Marketing ensures you're not just keeping up-you're leading the way.
They know that a great design is a balanced mix of aesthetics and functionality. By tracking key indicators, you'll gain insights into how well your SEO and design improvements are paying off.

Custom online shop design Langley - Web template system

  1. web engineering
  2. Design–build
  3. Design education
  4. Web Standards Project
  5. Content designer
  6. Design leadership
  7. Graphic design occupations
  8. Design thinking
  9. Design management
  10. Design brief
  11. Style sheet (web development)
  12. Design closure
  13. web developer
  14. Web standards
  15. Engineering design process
As you consider the possibilities, remember that this isn't just an investment in a website-it's an investment in the future of your custom online shop design Langley business.
Moreover, they incorporate clear calls-to-action (CTAs) and streamlined navigation paths to guide your visitors effortlessly toward taking the desired action, be it making a purchase or signing up for a newsletter.

Custom online shop design Langley - Web template system

  1. Design language
  2. Website builder
  3. Design
  4. web accessibility
  5. Tableless web design
  6. Design choice
  7. Design around
  8. Computer-aided design
  9. Design engineer
  10. tableless web design
  11. Design life
  12. Outline of web design and web development
  13. Work design
  14. Design research
  15. Philosophy of design
Google prioritizes mobile-friendly websites, so if yours isn't optimized for smartphones and tablets, you're likely to slip down the rankings. .design Remember, what worked yesterday mightn't work tomorrow, so agility in your plans and actions is key.

Explore custom online shop design Langley here Web development
custom online shop design Langley minimal web design

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

[edit]

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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Frequently Asked Questions

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