Search Engine Optimization is the process of
improving the visibility of a website on organic ("natural" or
un-paid) search engine result pages (SERPs), by incorporating search engine
friendly elements into a website. A successful search engine optimization
campaign will have, as part of the developments, carefully select, significant,
keywords which the on-page optimization will be designed to make prominent for
search engine algorithms. Search engine optimization is broken down into two
basic areas: on-page, and off-page optimization. On-page optimization refers to
website elements which comprise a web page, such as HTML code, textual content,
and images. Off-page optimization refers, predominantly, to backlinks (links
pointing to the site which is being optimized, from other relevant websites).
Types of SEO
There are two approach of search engine
optimization depends on the time & permanent results of ranking Black Hat
& White Hat SEO. Though both types of SEO have their proponents, most
companies/websites with long-term, stable, and sustainable goals will tend to
stay away from the dark-colored variety.
Here is a quick overview:
White
Hat SEO
|
Black
Hat SEO
|
|
Definition
|
White hat
SEO utilizes techniques and methods to improve the search engine rankings of
a website which don't run afoul of search engine (mainly Google) guidelines.
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Black Hat
SEO exploits weaknesses in the search engine algorithms to obtain high
rankings for a website. Such techniques and methods are in direct conflict
with search engine guidelines.
|
Wholesomeness
Level
|
High
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Very Low
(not wholesome at all if you ask those in charge of cleaning search engine
result page spam)
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Techniques
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Some white
hat SEO techniques include: high quality content development, website HTML
optimization and restructuring, link acquisition campaigns supported by high
quality content and manual research and outreach.
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Some black
hat SEO techniques include: link spam, keyword stuffing, cloaking, hidden
text, and hidden links.
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What to
Expect
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Steady,
gradual, but lasting growth in rankings.
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Quick,
unpredictable, and short-lasting growth in rankings.
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