A search on any search engine for a popular keyword yields thousands, if not hundreds of thousands of results. In such a situation, how a website manages to feature among the top results of a query for a specific keyword is called Search Engine Optimization or SEO. The reason for the growing popularity of SEO in last few years is that the appearance of the website in top search results aids in attracting more visitors to it, which very often translates into more business.

SEO can be categorized into black hat SEO and white hat SEO. The methods used in black hat SEO for ensuring a place for the website in the top results are not seen as ethical. However, white hat SEO only applies those techniques which are largely accepted and do not violate the rules of the search engines.

In order to understand the relevance of a web page for a specific keyword, search engines traditionally used the page’s Meta data, which is inscribed into the code of the page by webmasters. However, key search engines now utilise intricate algorithms to show the results that are filtered on the basis of over 200 varied factors.

SEO experts have to keep track of all the latest developments made by search engines and find out the relative weight of each of the factors in a search algorithm. On the basis of these findings, they enhance the SEO methods used by their customers so that their websites stay competitive. When the search results were exclusively dependent on Meta data and the content of the web page, this task entailed optimizing the Meta tags of the web pages and making sure that the keyword density of every page was just appropriate.

Despite the continued importance of the onsite factors, the search engines now put much more emphasis on how popular a page is. The number of links referring to a web page suggests the popularity of that web page. This process is democratic in nature, where each link is like a vote for the particular web page. Because of this, now SEO has to concentrate on offsite techniques too, such as offering content for free to receive embedded links and establishing a presence on online hubs for social interaction, such as blogs, forums etc.

The crucial aspect of SEO to be always kept in mind is that it is not a one time activity. The field is always changing and your techniques need to adjust to those changes. That is why it is so important to have an expert SEO consultant by your side.

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