What is SEO?

A search on any search engine for a popular keyword yields thousands, if not hundreds of thousands of results. In this scenario, the techniques which allow a company to be displayed in the first few results for a query using a specific word is called Search Engine Optimization or SEO. Coming within the top results on common searches increases the number of people who are drawn to your website and therefore you get more business. That is the reason why SEO has become so significant.

SEO can be categorized into black hat SEO and white hat SEO. Black hat means use of techniques, which are mostly not approved of, for making a site figure in top results. However, white hat SEO only applies those techniques which are approved of and do not go against the rules of the search engines.

The search engines in the past matched a webpage with the search for a given word by using Meta data, which is usually embedded in the code of a webpage. But, nowadays, most search engines have employed complicated algorithms which evaluate around two hundred distinct parameters to rank search results.

SEO professionals have to be aware of all the new developments made by search engines and find out the relative weight of each of the factors in a search algorithm. This knowledge assists them in updating the SEO tactics for their customers to propel them to appear in top results of well known keywords. When the search results were only reliant on Meta data and the content of the web page, this task involved optimizing the Meta tags of the web pages and ensuring that the keyword density of each page was just right.

Although these aspects are still quite important, search engines now give much more weight to the popularity of a web page. The popularity of a particular web page is determined by how many other pages link to it. It is almost like a democratic process as every link to the web page can be seen as a vote. Due to this significant change, SEO now also involves a lot of offsite tactics like giving away free content to get embedded links, and creating an external presence through blogs and other types of social media.

The critical aspect of SEO to be always remembered is that it is not a one time activity. This field keeps evolving and your techniques must be adapted to the changes. That is the reason why it is so important to hire a seasoned SEO consultant to help you.

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