Search engine optimization (SEO) is the process of improving
the quality and quantity of traffic to a website or website from search
engines. SEO targets unpaid traffic (known as “natural” or “organic” results)
rather than direct or paid traffic. Unpaid traffic can come from a variety of
searches, including image search, video search, academic search, news search,
and industry vertical search engines.
SEO strategies
As an internet marketing strategy, SEO takes into account
how search engines work, the computer-programmed algorithms that dictate search
engine behavior, what people search for, the actual search terms or keywords
entered into search engines, and which search engines are preferred by their
target audience. . SEO is done because a website gets more visitors from a
search engine when websites rank higher on the search engine results page
(SERP). These visitors can then potentially turn into customers.
HTML source code
Web content providers also manipulated some attributes in
the HTML source code of a page in an attempt to get good search engine
rankings. In In 1997, search engine designers realized that webmasters were
struggling to rank well in their search engine, and that some webmasters were
even manipulating their search engine rankings by stuffing pages with redundant
or irrelevant keywords.
Key word Density
Early search engines such as AltaVista and InfoSec modified
their algorithms to prevent webmasters from manipulating rankings. By relying
heavily on factors such as keyword density that were solely under the
webmaster's control, early search engines suffered from abuse and ranking
manipulation. In order to provide better results to their users, search engines
have had to adapt to ensure that their results pages display the most relevant
search results, rather than unrelated pages filled with many keywords by
unscrupulous webmasters.
Holistic process
This marked a move away from a heavy reliance on term
density to a more holistic process of evaluating semantic signals. Since the
success and popularity of a search engine depends on its ability to produce the
most relevant results for a given search, low-quality or irrelevant search
results can lead users to find other search sources. Search engines responded
by developing more complex ranking algorithms that took into account additional
factors that were more difficult for webmasters to manipulate.
SEO clients
Companies that use overly aggressive techniques can ban
their clients' sites from accessing search results. In 2005, the Wall Street
Journal reported on Traffic Power, which allegedly used high-risk techniques
and failed to disclose those risks to its clients. Wired magazine reported that
the same company sued blogger and SEO Aaron Wall for writing about the ban. Google's
Matt Cuts later confirmed that Google had in fact banned Traffic Power and some
of its clients.
SEO industry
Some search engines have also reached out to the SEO
industry and are frequent sponsors and guests at SEO conferences, web chats,
and seminars. The major search engines provide information and guidelines to
help with website optimization. Google has a Sitemaps program that helps
webmasters determine if Google is having any problems indexing their website
and also provides data on Google traffic to the website.
SEO Approaches
Bing Webmaster Tools provide webmasters with a way to submit
sitemaps and web resources, allow users to determine "browsing speed"
and monitor website index status. In 2015, it was announced that Google was
developing and promoting mobile search as a key feature in future products. Burraq IT solutions provides Online SEO training courses in Lahore Pakistan. In
response, many brands began to take a different approach to their Internet
marketing strategies.
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