Every single time one performs a search query and hit “Enter” on search engines such as Google or Bing, a search results page appears with a list of possible matches. All of the websites and web pages on that list include some form of the keyword one searched. However, it is a common mistake people make that the most relevant links show up first on that page. Experienced users would know that this is not the case. Instead, there is a system of web marketing which finds some websites ranking better than others. As a result, those ranking better show up before others on the SERP. It is a market method commonly known as Search Engine Optimization, or SEO.
The SEO technique makes use of rankings by taking into consideration a query that the visitor types in the search box. When the search engines run the query, the domain with a higher authority appears at the top of these search engine results pages. The higher one is, the more the chance that the person making the query will visit that particular page. The result is increased traffic and possible higher conversion rates which are profitable for the website.
Nik Chaykovskiy, the Semalt Senior Customer Success Manager, explains that the reason why SEO finds it necessary to rank sites is the need to cater to all the queries made by visitors. It is possible to accomplish this in two steps. The first is to know all the information that websites registered. It makes it easier to filter and choose all the relevant data which matches the query made. The second step is to rank the web page based on the popularity that it gets or the traffic that it receives. Therefore, this brings out two important criteria used to rank pages and influence SEO: information relevant to the query, and page popularity.
Types of Search Engine Optimization
White Hat Optimization: The method adheres to all the protocols set aside by search engines as well as the information on the topic. It returns the information that visitors ask for, which in turn increases the popularity of the site or page. It may be time-consuming, but it increases the chance of ranking higher than all other SEO. Its priority is to provide relevant content and not easy access to crawling by search engines.
Black Hat Optimization: It goes against what the white hat optimization stands for in all its characteristics. Black heart optimization does not observe the set regulations by search engines. Some of the tactics used in this include stuffing, spamming, and livestock linking. It improves search ranking, but only for a limited time. The people that use it are those wishing to cut corners, but search engines eventually penalize them.
Grey Hat Optimization: It incorporates a little of both black and white hat optimizations.
Conducting SEO has no correct or wrong way to go about it. Nevertheless, before investing in one, one should assess the risks associated with it. Otherwise, one will end up with huge penalties from search engines or in the worst case scenario, blocked from ever appearing on the top pages.