Search Engine Optimization - What is it and how does it work?
Search engine optimization (SEO) can be defined as a diverse range of techniques that collectively seek to increase website visibility on the Internet. Implemented in large numbers over several months, SEO techniques will help a site to appear at or near the top of the search engine results pages (SERPS).
Over 70% percent of websites are found by typing keywords in the search engine query box. Therefore, it is not surprising that website owners and webmasters are placing more and more emphasis on rendering their websites “search engine friendly.”
Site optimization is an extremely detailed procedure that often requires changing the site’s structure. A good SEO strategy will begin by addressing, among other issues: site architecture, linking structure, page URLs, and domain name. That’s why you may have heard that the most effective way to implement proper SEO strategies is to make a plan before the site is actually created. However, any site can benefit greatly from being “retrofitted” with the proper tools, even when already up and running.
How do search engines work?
The goal of any search engine is to offer users a plethora of results relevant to their keyword search. For this reason, each search engine company has developed its own closely guarded algorithm that allows it to classify each page according to the site’s “relevance” according to that particular search engine. Because these algorithms are revised frequently and kept strictly confidential, search engine optimization can be very complicated and implementation can sometimes be lengthy. Although no one knows what precise combination of elements each search engine is looking for when indexing web pages, webmasters and search engine optimization firms have made dramatic progress using the venerable “trial and error system” and have developed criteria that demonstrate positive results.
There are two main groups of optimization techniques—“natural” or “organic” search engine optimization and the so-called “black hat” techniques. Natural/organic search techniques rely exclusively on techniques “approved” by the search engine companies to help a site rank well in the SERPS. These techniques are sometimes referred to as “ethical” or “white hat” techniques because they favor tools embraced by the search engine companies themselves, as opposed to the rogue “black hat” techniques. (These labels remind us of the old cowboy movies where the good guy routinely wears a white hat and the villain reliably sports a black one!)
Search engine companies frown upon the “black hat” search engine optimization techniques since they “force” the engines to favor certain pages rather than others that would “naturally” show up in SERPS. These unscrupulous techniques include, among others: use of invisible text, cloaking, doorway pages, and so on. While it may be an exaggeration to refer to black hat techniques as “unethical,” it is clear that search engines do not approve of them and have made considerable efforts to penalize sites that implement them.
Unfortunately, there is no magic “one-size-fits-all” approach to optimize a website. Organic SEO methods are especially successful at attracting targeted visitors, such as is the case when the appropriate keywords are not too competitive. In exceptional cases, however, organic optimization efforts are not enough and certain black hat techniques can help. Because these techniques are often rather technical and not easily understood (and because SEO firms understandably often refuse to divulge their techniques to the public), the SEO firms will generally not disclose full details of what they are doing. One big risk to clients, however, is that the SEO firm will not give the client/website owner sufficient information as to how the techniques were implemented and may even abandon the website owner when the site is subsequently banned for relying too much on black hat techniques. It is therefore extremely important to hire reputable firms or individuals whenever you decide to implement black hat SEO.
As any website owner knows, a site is never truly “finished,” so it may come as little surprise that the same applies to the site’s search engine optimization. Rendering a site search engine friendly is an ongoing process. For this reason, it is essential that the site owner or staff know exactly what is going on and that they be completely involved in the process. Most clients select the organic optimization methods because these practices are easily understandable by non-specialists and the website owner is always in control of what is happening on his/her site. Another advantage of the organic SEO techniques is that because they are transparent, they can be taught to the website staff so that the website owner and his/her staff can continue to implement the techniques over the long run, regardless of which SEO firm they choose to work with.
At SEO Architect, we specialize in organic SEO techniques and pledge to work closely with you and your staff in order to make your site the best it can be. A comprehensive range of selected and full optimization services are available to meet your needs.
