Search engine optimization (SEO), also called search engine marketing (SEM), is a process of enhancing the quantity and quality of site visitors to a particular website or web page through search engines. Unpaid visitors may also come from other types of searches, such as image search, video search and social search. With SEM, one aims to enhance the ranking of a website on major search engines, leading to higher visibility, traffic and sales. The ultimate aim of SEM is to get the site to the first page of the major search results, thereby commanding a large volume of targeted traffic.
The major search engines regularly update their algorithms for indexing websites and pages. The latest updates are not always followed by the SEO professionals, who often find it difficult to incorporate them. New changes in algorithms introduce new challenges for the SEO professionals to deal with. In most cases, the old techniques of SEO still hold good, but it is advisable to make the necessary changes on a timely basis. Major search engines such as Yahoo, Google, Bing and MSN update their algorithms on a regular basis, which requires constant analysis and evaluation of strategies that will ensure maximum possible returns.
One of the key factors affecting search rankings is Page Experience. Page Experience is a major indicator of the popularity, page rank and relevance of any website on any search engine. Page Experience, in simple terms, refers to the number of total links that a webpage has. A high Page Experience implies a well-managed website that is well-optimized, with relevant content. Higher search rankings and organic rankings depend largely on the number of links pointing at a page.
Search Engine Optimization experts are well aware of the importance of Page Experience, but not all SEO firms pay adequate attention to it. It is a fact that without a user experience, Search Engine Optimization is of no use. The more links there are pointing at a webpage, the higher the search ranking that it receives.
One of the main reasons behind a successful website’s success or failure is due to its web design. Many online marketers make the mistake of focusing only on internal linking, without paying proper attention to external links. Links from other websites play a pivotal role in search engine optimization. The content in a web page is a very important factor, but the number of links pointing at that web page is also a decisive factor. A small number of links from high quality sources can increase the traffic received by a web page and result in high search results.
Most of the web designers are not aware of the importance of keywords. A few designers focus so much on creating a site that does not look professional that they completely neglect the importance of using keywords effectively in the design of the site. Keywords play an extremely important role in Search Engine Optimization. When a user searches for a particular term, a certain keyword or phrase is usually entered into the search box, in order to increase the possibility of getting the user to visit the website. The use of correct keywords can make a huge difference in the overall traffic pattern of any website.
Google’s Panda update was meant to improve the overall quality of organic traffic. Google’s new algorithm had major impacts on Search Engine Optimization companies’ businesses. According to a popular article on the Search Engine Optimization site, “Panda updates seem to have really shaken the SEO community, since the previously popular Google Panda had caused many SEM firms to scramble to find alternatives that could get their businesses out of the black.” The article continues and states, “SEM specialists are scrambling to find solutions for high-quality organic traffic that is now drying up… We’ve seen a number of high-quality services like Web Central turn to external help because they can’t handle all the work themselves.”
Search engines have long been black hat and white hat search results, but there has been a noticeable shift towards a more balanced set of results. In the past, Google has always favored the black hat strategies of pay per click advertising, in order to boost the amount of money made by their advertisers. However, many experts believe that the amount of money paid by web owners to Google for the use of their engines has greatly affected the amount of quality websites on the internet. Although many say that the balance of the two sets of strategies is still being worked upon, Google has shown great signs that they are moving away from the black hat strategies, and toward the white hat techniques.