Search Engine Optimization
Web site Search engine optimization (SEO) implies the set of techniques which improve the sites visibility within the main search engines. The purpose of SEO is to increase the volume of traffic to a web site from search engines. There exist several kinds of SEO containing external and internal web site optimization, black hat or white hat techniques.
Before starting the internal web site optimization, the competitors analysis should be made within the niche. On the basis of the web site’s goals search engine optimizer chooses the keywords to be used for web site promotion. To improve a web site visibility, every site’s page should be full of unique content and optimized over 2-3 targeted keywords (or phrases). HTML code should be optimized as well. Title, Description tags and Alt attribute of the Img tag should contain targeted keywords. The keyword density in a page should be around 5-7% of the entire page’s content.
SEO efforts involve fixing problems that could prevent search engine bots from spidering a site, as well as adding unique content to a site to make the site more attractive to users.The “importance” of a web site is also indicated by the number of relevant and search engines friendly web sites linking to it, so one of the external optimization activities involves links building.
All the techniques listed above are considered to be white hat techniques. Black hat techniques were developed by webmasters who wanted to handle the page rankings to get to the top of SERP (search engine result page). Those techniques include text coloring similar to the background or cloaking (the method giving a different page subject to the page is requested by a search engine bot or user). Search engines are tracking the web sites using black hat optimization methods and permanently or temporarily ban them or exclude the sites form databases.
White hat SEO is aimed at far going results and it takes some time to see them. At the same time black hat SEO can bring better results quicker, but the aggressive techniques use can result in a web site ban and all the efforts can be wasted away at once.
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