Tuesday, February 21, 2017

The Art of doing SEO

Intelligent marketing is the key to success for brands and companies in modern age. The huge investments made in marketing, however, can go awry, if the target audience does not even notice the campaign. The point in any marketing campaign is to stay visible. If the keyword search will result in the product or website appearing in second page of Google or farther away, the game is lost before it begins. This is where Search Engine Optimization (SEO) comes to play.

SEO is a tool that helps us optimise our appearance on search engine page results and get noticed. The advantages of SEO are (i) it helps in improving search engine ranking, (ii) it helps in increasing traffic to the website and (iii) it helps in optimising conversions. There are two different methodologies in SEO and both are used widely in the digital marketing world today. This is time to know more about White Hat and Black Hat SEO.

 What is White Hat SEO?

White Hat SEO is a pure, organic way to optimize pages on the internet.  This calls for more human intervention that algorithms that rule the search engines. This is based on the premise that search engines look for real-persons searching for information online and as answer they need quality websites on search pages. The focus, thus, is on content addressing real persons.

White Hat SEO does this by providing relevant information, adhering to search engine parameters on how to promote websites, using keywords for Organic SEO, regular updating and inbound linking. White Hat SEO works over a period and calls for a good amount of patience to yield results.

 What is Black Hat SEO?


Black Hat SEO is going round the rules and using backdoors to promote sites out of turn. Most often Black Hat SEO goes against the regulations set by search engines to ensure higher page rankings in shorter time. These are done by keyword stuffing, using blank text and implementing cloaking, where a similar version of page is created just for search engines. Bots are deceived by the page and boost the ranking, whereas the actual page that people see will be completely different.

Black Hat SEO might fetch immediate results, but neither will that be ethical nor lasting. It can even lead to the websites being blacklisted and banned from all search engines. 

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