Search engine optimization, or “SEO” is is marketing your site’s Url to all the major search engines. You can do this employing a wide variety of strategies; both natural and manual. The major objective is to enhance your site’s value, triggering it to show up on top of the result pages (SERPs) for specific keywords. Many search engines, e.g. Google which is the most popular and widely used all over the world provide advertisers spots towards the top of the page within an spot for sponsored links.
There are other ways to advertise a site and optimize its overall performance in the SERPS. For example there is certainly Black Hat and White Hat search engine optimization. Black Hat may be the unethical form of search engine optimization. This can include spamming websites (mainly community sites) to increase backlinks, invasive viral marketing, etc. White Hat however, is known as ethical, and this consists of promoting a site naturally, e.g. through referral marketing, high quality directories, etc. There are a few arguments among online marketing professionals however, on where that fine line between Black Hat and White Hat is drawn. Such web tools and services will usually publish what’s acceptable on their Terms of Service or Terms of Use.
It is essential to keep in mind that some search engines, including Google take Black Hat seriously and they usually penalize the site as a result of its promotional techniques used. Some websites are penalized to the point whereby they’ve been banned on Google, and cannot be detected when relevant keywords are searched for, including its direct domain name. Once this happens for a reason, the site owner may be appealing to have the website evaluated and white listed.
Optimization is also carried out both externally (outside of the website) and internally (over the internet itself). For example, external SEO entails site promotion with the help of quality directory listing, sharing it on appropriate community sites, etc. Internal SEO on the other hand includes using relevant keywords to be used for the site and content that a user might choose to enter in the search box, SEO-friendly URLs for both indexing and keywords, etc.
Even though SEO experts have discovered many methods to promote their URLs , several aren’t totally clear on Google’s Page Ranking (PR) algorithm as it can be quite unstable. In this sense, it’s just far better to concentrate on both quality as well as quantity of the links that lead directly to the website.
