* Internet Marketing Bend Oregon*
The phrase "Search Engine Optimization" or commonly called SEO invloves the process of improving the positions or rankings of a website or a web page in search engines. SEO can be utilized as an "organic" or "paid" search results. SEO is used for many other different search queries i.e. social media search, image search, local search, video search, blog search, forum search, news search and industry-specific niche search sites.
SEO is an internet marketing strategy, the methodology considers how search engines work, what people search for, the actual search terms typed into search engines and which search engines are preferred by their targeted audience. Search optimizing a webpage involves editing its content to both increase its relevance of the content and to specific keywords and to remove barriers to the indexing activities of search engines. In addition, promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic used to support the methodology of search engine optimization.
The acronym "SEOs" can refer to "search engine optimization specialists," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients, and by employees who perform SEO services in-house. Search engine optimization specialists may offer SEO as a stand-alone service or as a part of a broader marketing campaign. Because effective SEO may require changes to the HTML source code of a site and site content, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe website designs, menus, content management systems, images, videos, shopping carts, and other elements that have been optimized for the purpose of search engine exposure.
Another class of techniques, known as black hat SEO, search engine poisoning, or spamdexing, uses methods such as link farms, keyword stuffing and article spinning that degrade both the relevance of search results and the quality of user-experience with search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.
The leading search engines, such as Google, Bing and Yahoo!, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled. Additionally, search engines sometimes have problems with crawling sites with certain kinds of graphic content, flash files, portable document format files, and dynamic content.
An SEO tactic, technique or method is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see.
White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to game the algorithm. White hat SEO is in many ways similar to web development that promotes accessibility,although the two are not identical.
White Hat SEO is merely effective marketing, making efforts to deliver quality content to an audience that has requested the quality content. Traditional marketing means have allowed this through transparency and exposure. A search engine's algorithm takes this into account, such as Google's PageRank.
Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review.
Additionally, many professionals in the SEO industry refer to "gray hat" tactics that may skirt the lines of black and white hat tactics. Numerous references to gray hat techniques have been published, and these usually constitute practices that are not strictly disapproved by search engines, but may go against the spirit of the regulations that search engines have laid out.
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