SEO is an acronym for Search Engine Optimization, that is defined as an assembly of techniques, tools and strategies used by webmasters in order to increase the number of visitors to a website by attaining a high ranking position in the search results pages of search engines such as Google, Yahoo and Bing.
The technique is focused on obtaining traffic from ‘organic‘ aka non-paid listings on search engine’s results pages. The paid search ads displayed at the top of the Google search results page, for example, don’t count as organic listings.
The SEO techniques are built around the mechanism used by search engines to evaluate and rank results displayed for a specific search, as well as the preferences of the end-user.
Every search engine uses an algorithm in order to evaluate the relevance of a website to the search query of an end-user. This algorithm computes various factors such as keywords, structure, reputation and allocates a ranking that is reflected in the position of a website in the search results page for a specific keyword.
Webmasters are interested in improving their websites so that the content is relevant, of high quality and most importantly, easily accessible and pertinent to the subject for search engine crawlers.
The web crawlers are Internet bots that regularly visit websites and make copies of them for the purpose of web indexing. Every search engine is storing an up-to-date version of every website and depending on the content and its pertinence, displays is as a search result listing.
SEO includes a wide range of activities and tactics that target both on-page optimizations, as well as off–page enhancements.
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The keywords used in the text displayed on the website are of crucial importance, as they help the search engine fit the content in a larger context and determine the topic of the website.
The structure of the site is also essential in making the website crawler-friendly and enabling the search engine to browse and process the content.
The marketing side of the SEO is also very relevant and it involves promoting the website on social media and through classic marketing methods in order to increase the visitor flow.
Another important element of search engine optimization is increasing the number of backlinks for a website. When another site includes a link in their pages, it is considered by the search engine as a recommendation, and therefore increases the reputation of the site being linked and its position on the search results page.
The methods employed in SEO are varied and can be divided into white hat, black hat and even gray hat SEO, depending on the integrity of the tactics applied.
The white hat techniques focus on optimizing the website through quality content and backlinks acquired through performance and pertinence and not in exchange for pecuniary rewards. The results gained using white hat methods are long-term and not as immediate as the ones achieved through less wholesome methods.
On the other hand, black hat techniques may provide fast results and substantial improvement, but in most cases, are short lived.
