𝗪𝗵𝗮𝘁 𝗶𝘀 𝗦𝗘𝗢 𝗶𝗻 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 is short for search engine optimization. In the world of digital marketing, this marketing strategy plays an important role in helping you increase your reach to potential customers.
While Google doesn’t share its overall search volume, it’s safe to say it’s a lot. Some have estimated it at 3.5 billion searches per day and the volume of searches grows by 10% every year. We’re also aware that Google has the largest market share at 92%, compared to Bing or Yahoo! Knowing all this, it’s clear that SEO is a no-brainer to meet your customers where they’re searching and spending time.
𝗪𝗵𝗮𝘁 𝗶𝘀 𝗦𝗘𝗢 𝗮𝗻𝗱 𝗛𝗼𝘄 𝗶𝘁 𝘄𝗼𝗿𝗸𝘀?
SEO is an acronym that stands for search engine optimization, which, in layman’s terms, means making your website easier to find at the top of relevant search results on search engines such as Google, Bing, Yahoo and much more. For example, if you own a bicycle shop in Atlanta, Georgia, SEO can help potential customers find your business when they search “bicycle shops in Atlanta.”
𝗛𝗼𝘄 𝗗𝗼𝗲𝘀 𝗦𝗘𝗢 𝘄𝗼𝗿𝗸?
Search engines have three primary functions: crawl, index, and rank.
Crawl: Scour the Internet for content, looking over the code/content for each website they find.Index: Store and organize the content found during the crawling process. Once a page is in the index, it’s in the running to appear on a search engine results page.Rank: Provide the pieces of content that will best answer a searcher’s query, which means that results are ordered by most relevant to least relevant.
𝗪𝗵𝗮𝘁 𝗶𝘀 𝗜𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝗰𝗲 𝗼𝗳 𝗦𝗘𝗢?
When your SEO strategy works, your website rank improves, which means more visitors will find your pages in search results. With broader exposure and traffic to your high-value content, more sites will link to your pages, which increases your authority and credibility, which leads to improvement in your website rank.
𝗪𝗵𝗮𝘁 𝗧𝘆𝗽𝗲𝘀 𝗼𝗳 𝗕𝗮𝘀𝗶𝗰𝘀 𝗼𝗳 𝗦𝗘𝗢?
𝗪𝗵𝗶𝘁𝗲 𝗛𝗮𝘁 𝗦𝗘𝗢
Refers to all the optimization techniques which abides by Google’s Search Engine Guidelines.
𝗕𝗹𝗮𝗰𝗸 𝗛𝗮𝘁 𝗦𝗘𝗢
This is the exact opposite of white-hat SEO in that it finds and takes advantage of any loopholes or weaknesses in Google’s search algorithm to rank better on its SERPs.
𝗚𝗿𝗲𝘆 𝗛𝗮𝘁 𝗦𝗘𝗢
It is often used by SEO agencies due to pressure to see quick results from a client and fall in between white and black hat SEO in terms of approach.
This is done with the intention of making your competitor’s search rankings suffer so that you yourself can take their place or benefit from it.
All the measures you take to make your web page rank higher on search engine results pages (SERP) falls under On-Page SEO.
This refers to everything you do outside of your site to fare better and feature higher up in Google’s SERPs.
It is largely to help Google bots successfully crawl, interpret and index all the pages of your site for future use.
𝗪𝗵𝗶𝘁𝗲 𝗵𝗮𝘁 𝗦𝗘𝗢?
White-hat SEO refers to all the optimization techniques which abides by Google’s search engine guidelines. Although one needs to be patient to see results, they are sustainable and create genuine goodwill around your brand. Besides, there is no risk of your site getting banned or bumped down in the search results if there is a new algorithm change. All in all, white-hat SEO is low-risk and high rewards if you do it right. Examples of white-hat SEO techniques include authoring useful and relevant content after doing extensive keyword research, earning links from high-authority sites based on the merit of your on-page content etc…
𝗕𝗹𝗮𝗰𝗸 𝗵𝗮𝘁 𝗦𝗘𝗢?
Black-hat SEO is the exact opposite of white-hat SEO in that it finds and takes advantage of any loopholes or weaknesses in Google’s search algorithm to rank better on its SERPs. It does not stick to the search engine’s list of SEO dos and don’ts and resorts to spammy or paid link building methods, keyword stuffing, showing different content to bots/crawlers and humans (called cloaking), etc. to get ahead. It goes without saying that black-hat SEO can get your site blacklisted or its rankings to drop so it is best avoided. Besides, these high-risk SEO techniques give you only short-lived results.
𝗚𝗿𝗮𝘆 𝗵𝗮𝘁 𝗦𝗘𝗢 ?
Tactics are often used by SEO agencies due to pressure to see quick results from a client and fall in between white and black hat SEO in terms of approach. Although Google’s webmaster guidelines do not explicitly say that such methods are prohibited, they are still frowned upon and can lead to undesired search outcomes. Examples of this type of SEO include clickbait content that is sensational yet mediocre and of no value to the user, excessive and suspicious link exchange between sites, paid reviews, etc. Again, it is best to stay far away from such underhanded SEO tactics.
𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 𝗼𝗻 𝘁𝗵𝗲 𝗕𝗮𝘀𝗶𝗰𝘀 𝗼𝗳 𝗦𝗘𝗢?
SEO tools are an important consideration to help optimize a website for search engines. Many tools differ in the scope of their function yet also analyze different SEO factors. Some of the most important areas to be analyzed are keywords, content, backlinks, domain and social media…
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