SEO is basically a series of techniques, tactics and methodology which are used by webmasters to increase the number of visitors to a site through search engine rankings. It’s geared towards achieving high rankings in various search engines such as Google and Bing. The best search engine optimization practices makes the website accessible to the search engine which in the long run increases the websites’ traffic. Search engines rank websites based on the relevance of the sites’ content to the end user.
Types of SEO
The White hat techniques
These are the acceptable practices which conform to all the webmaster regulations. Some basic factors in white SEO include quality content and its structural design; effective use of quality inbound links; appropriate use of keywords/phrases, titles and Meta data. Websites whose ranking are based on white hat SEO, will always remain accessible to the search engine even if the search engine algorithms have been updated/changed. Hence, higher ranking.
The black hat techniques
This practice violates the stipulated webmaster guidelines in attempt to improve a website’s rank on the search engine. Such sites can be de-indexed or penalized and this was evident when Google introduced Google Penguin. This practice involves keyword stuffing, hidden content using CSS, link farming and unacceptable Meta description.
Thus white hat SEO is highly recommended for anyone who would wish his or her site to remain at the top of the search engine for a long period of time.
Key pillars of a good search engine optimization
There are certain aspects anyone who would wish to excel in SEO campaign must have in mind. These include:
Social media: it plays a significant role in SEO campaigns. Through social media, one can share and distribute websites’ content to a larger audience. In fact, it gives search engines new metrics to gauge quality of a website’s page. As a matter of fact, “social signals” are key when it comes to ranking websites. It’s an aspect online markers must adopt at all cost.
Content; when both Panda and Penguin algorithms came into full force, quite a number of online marketers were forced to publish quality content- not just spun or keyword stuffed. Doing a thorough keyword research and using it as per the rules governing the search engine optimization process is mandatory. The content must be insightful and must be updated regularly. The idea of publishing content for the search engine is a forgotten case in modern SEO work.
Inbound links; it’s one of the best ways to introduce external readers to a new product. The links must be of high quality since it plays a significant role in organic search ranking. One of the most popular technique is guest blogging. Tracking the links using the webmaster tools is a sure way to ensure that a given site is getting quality links.
Blending the three SEO pillars and practicing best SEO techniques will guarantee a website higher ranking for a longer period of time. Black hat practices are temporary solutions and they’re not a recommended in online marketing more so in this era where search engines update their algorithms frequently.