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Search engine optimization

Search engine optimization (SEO) is the process of growing the quality and quantity of website traffic by increasing the visibility of a website or a web page to users of a web search engine.[1] SEO refers to the improvement of unpaid results (known as "natural" or "organic" results) and excludes direct traffic and the purchase of paid placement.

Additionally, it may target different kinds of searches, including image search, video search, academic search,[2] news search, and industry-specific vertical search engines.

Promoting a site to increase the number of backlinks, or inbound links, is another SEO tactic.

By May 2015, mobile search had surpassed desktop search.[3] As an Internet marketing strategy, SEO considers how search engines work, the computer-programmed algorithms that dictate search engine behavior, what people search for, the actual search terms or keywords typed into search engines, and which search engines are preferred by their targeted audience.

SEO is performed because a website will receive more visitors from a search engine when website ranks are higher in the search engine results page (SERP).

These visitors can then be converted into customers.[4] SEO differs from local Search engine optimization in that the latter is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when a user enters a local search for its products or services.

The former instead is more focused on national or international searches.

Webmasters and content providers began optimizing websites for search engines in the mid-1990s, as the first search engines were cataloging the early Web.

Initially, all webmasters only needed to submit the address of a page, or URL, to the various engines which would send a web crawler to crawl that page, extract links to other pages from it, and return information found on the page to be indexed.[5] The process involves a search engine spider downloading a page and storing it on the search engine's own server.

A second program, known as an indexer, extracts information about the page, such as the words it contains, where they are located, and any weight for specific words, as well as all links the page contains.

All of this information is then placed into a scheduler for crawling at a later date.

Website owners recognized the value of a high ranking and visibility in search engine results,[6] creating an opportunity for both white hat and black hat SEO practitioners.

According to industry analyst Danny Sullivan, the phrase "Search engine optimization" probably came into use in 1997.

Sullivan credits Bruce Clay as one of the first people to popularize the term.[7] On May 2, 2007,[8] Jason Gambert attempted to trademark the term SEO by convincing the Trademark Office in Arizona[9] that SEO is a "process" involving manipulation of keywords and not a "marketing service." Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag or index files in engines like ALIWEB.

Meta tags provide a guide to each page's content.

Using metadata to index pages was found to be less than reliable, however, because the webmaster's choice of keywords in the meta tag could potentially be an inaccurate representation of the site's actual content.

Inaccurate, incomplete, and inconsistent data in meta tags could and did cause pages to rank for irrelevant searches.[10][dubious – discuss] Web content providers also manipulated some attributes within the HTML source of a page in an attempt to rank well in search engines.[11] By 1997, search engine designers recognized that webmasters were making efforts to rank well in their search engine, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords.

Early search engines, such as Altavista and Infoseek, adjusted their algorithms to prevent webmasters from manipulating rankings.[12] By relying so much on factors such as keyword density which were exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation.

To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters.

This meant moving away from heavy reliance on term density to a more holistic process for scoring semantic signals.[13] Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, poor quality or irrelevant search results could lead users to find other search sources.

Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.

In 2005, an annual conference, AIRWeb (Adversarial Information Retrieval on the Web), was created to bring together practitioners and researchers concerned with Search engine optimization and related topics.[14] Companies that employ overly aggressive techniques can get their client websites banned from the search results.

In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.[15] Wired magazine reported that the same company sued blogger and SEO Aaron Wall for writing about the ban.[16] Google's Matt Cutts later confirmed that Google did in fact ban Traffic Power and some of its clients.[17] Some search engines have also reached out to the SEO industry, and are frequent sponsors and guests at SEO conferences, webchats, and seminars.

Major search engines provide information and guidelines to help with website optimization.[18][19] Google has a Sitemaps program to help webmasters learn if Google is having any problems indexing their website and also provides data on Google traffic to the website.[20] Bing Webmaster Tools provides a way for webmasters to submit a sitemap and web feeds, allows users to determine the "crawl rate", and track the web pages index status.

In 2015, it was reported that Google was developing and promoting mobile search as a key feature within future products.

In response, many brands began to take a different approach to their Internet marketing strategies.[21] In 1998, two graduate students at Stanford University, Larry Page and Sergey Brin, developed "Backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages.

The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links.[22] PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another.

In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random web surfer.

Page and Brin founded Google in 1998.[23] Google attracted a loyal following among the growing number of Internet users, who liked its simple design.[24] Off-page factors (such as PageRank and hyperlink analysis) were considered as well as on-page factors (such as keyword frequency, meta tags, headings, links and site structure) to enable Google to avoid the kind of manipulation seen in search engines that only considered on-page factors for their rankings.

Although PageRank was more difficult to game, webmasters had already developed link building tools and schemes to influence the Inktomi search engine, and these methods proved similarly applicable to gaming PageRank.

Many sites focused on exchanging, buying, and selling links, often on a massive scale.

Some of these schemes, or link farms, involved the creation of thousands of sites for the sole purpose of link spamming.[25] By 2004, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation.

In June 2007, The New York Times' Saul Hansell stated Google ranks sites using more than 200 different signals.[26] The leading search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages.

Some SEO practitioners have studied different approaches to Search engine optimization, and have shared their personal opinions.[27] Patents related to search engines can provide information to better understand search engines.[28] In 2005, Google began personalizing search results for each user.

Depending on their history of previous searches, Google crafted results for logged in users.[29] In 2007, Google announced a campaign against paid links that transfer PageRank.[30] On June 15, 2009, Google disclosed that they had taken measures to mitigate the effects of PageRank sculpting by use of the nofollow attribute on links.

Matt Cutts, a well-known software engineer at Google, announced that Google Bot would no longer treat any nofollow links, in the same way, to prevent SEO service providers from using nofollow for PageRank sculpting.[31] As a result of this change the usage of nofollow led to evaporation of PageRank.

In order to avoid the above, SEO engineers developed alternative techniques that replace nofollowed tags with obfuscated JavaScript and thus permit PageRank sculpting.

Additionally several solutions have been suggested that include the usage of iframes, Flash and JavaScript.[32] In December 2009, Google announced it would be using the web search history of all its users in order to populate search results.[33] On June 8, 2010 a new web indexing system called Google Caffeine was announced.

Designed to allow users to find news results, forum posts and other content much sooner after publishing than before, Google caffeine was a change to the way Google updated its index in order to make things show up quicker on Google than before.

According to Carrie Grimes, the software engineer who announced Caffeine for Google, "Caffeine provides 50 percent fresher results for web searches than our last index..."[34] Google Instant, real-time-search, was introduced in late 2010 in an attempt to make search results more timely and relevant.

Historically site administrators have spent months or even years optimizing a website to increase search rankings.

With the growth in popularity of social media sites and blogs the leading engines made changes to their algorithms to allow fresh content to rank quickly within the search results.[35] In February 2011, Google announced the Panda update, which penalizes websites containing content duplicated from other websites and sources.

Historically websites have copied content from one another and benefited in search engine rankings by engaging in this practice.

However, Google implemented a new system which punishes sites whose content is not unique.[36] The 2012 Google Penguin attempted to penalize websites that used manipulative techniques to improve their rankings on the search engine.[37] Although Google Penguin has been presented as an algorithm aimed at fighting web spam, it really focuses on spammy links[38] by gauging the quality of the sites the links are coming from.

The 2013 Google Hummingbird update featured an algorithm change designed to improve Google's natural language processing and semantic understanding of web pages.

Hummingbird's language processing system falls under the newly recognized term of "conversational search" where the system pays more attention to each word in the query in order to better match the pages to the meaning of the query rather than a few words.[39] With regards to the changes made to Search engine optimization, for content publishers and writers, Hummingbird is intended to resolve issues by getting rid of irrelevant content and spam, allowing Google to produce high-quality content and rely on them to be 'trusted' authors.

In October 2019, Google announced they would start applying BERT models for english language search queries in the US.

Bidirectional Encoder Representations from Transformers (BERT) was another attempt by Google to improve their natural language processing but this time in order to better understand the search queries of their users.[40] In terms of Search engine optimization, BERT intended to connect users more easily to relevant content and increase the quality of traffic coming to websites that are ranking in the Search Engine Results Page.[41] 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.

The Yahoo! Directory and DMOZ, two major directories which closed in 2014 and 2017 respectively, both required manual submission and human editorial review.[42] Google offers Google Search Console, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that are not discoverable by automatically following links[43] in addition to their URL submission console.[44] Yahoo! formerly operated a paid submission service that guaranteed crawling for a cost per click;[45] however, this practice was discontinued in 2009.

Search engine crawlers may look at a number of different factors when crawling a site.

Not every page is indexed by the search engines.

The distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.[46] Today, most people are searching on Google using a mobile device.[47] In November 2016, Google announced a major change to the way crawling websites and started to make their index mobile-first, which means the mobile version of a given website becomes the starting point for what Google includes in their index.[48] In May 2019, Google updated the rendering engine of their crawler to be the latest version of Chromium (74 at the time of the announcement).

Google indicated that they would regularly update the Chromium rendering engine to the latest version.

[49] In December of 2019, Google began updating the User-Agent string of their crawler to reflect the latest Chrome version used by their rendering service.

The delay was to allow webmasters time to update their code that responded to particular bot User-Agent strings.

Google ran evaluations and felt confident the impact would be minor.

[50] To avoid undesirable content in the search indexes, webmasters can instruct spiders not to crawl certain files or directories through the standard robots.txt file in the root directory of the domain.

Additionally, a page can be explicitly excluded from a search engine's database by using a meta tag specific to robots (usually <meta name="robots" content="noindex"> ).

When a search engine visits a site, the robots.txt located in the root directory is the first file crawled.

The robots.txt file is then parsed and will instruct the robot as to which pages are not to be crawled.

As a search engine crawler may keep a cached copy of this file, it may on occasion crawl pages a webmaster does not wish crawled.

Pages typically prevented from being crawled include login specific pages such as shopping carts and user-specific content such as search results from internal searches.

In March 2007, Google warned webmasters that they should prevent indexing of internal search results because those pages are considered search spam.[51] A variety of methods can increase the prominence of a webpage within the search results.

Cross linking between pages of the same website to provide more links to important pages may improve its visibility.[52] Writing content that includes frequently searched keyword phrase, so as to be relevant to a wide variety of search queries will tend to increase traffic.[52] Updating content so as to keep search engines crawling back frequently can give additional weight to a site.

Adding relevant keywords to a web page's metadata, including the title tag and meta description, will tend to improve the relevancy of a site's search listings, thus increasing traffic.

URL canonicalization of web pages accessible via multiple URLs, using the canonical link element[53] or via 301 redirects can help make sure links to different versions of the URL all count towards the page's link popularity score.

SEO techniques can be classified into two broad categories: techniques that search engine companies recommend as part of good design ("white hat"), and those techniques of which search engines do not approve ("black hat").

The search engines attempt to minimize the effect of the latter, among them spamdexing.

Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO.[54] White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.[55] An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception.

As the search engine guidelines[18][19][56] 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 online "spider" algorithms, rather than attempting to trick the algorithm from its intended purpose.

White hat SEO is in many ways similar to web development that promotes accessibility,[57] although the two are not identical.

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 hidden text, 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.

Another category sometimes used is grey hat SEO.

This is in between black hat and white hat approaches, where the methods employed avoid the site being penalized but do not act in producing the best content for users.

Grey hat SEO is entirely focused on improving search engine rankings.

Search engines may penalize sites they discover using black or grey 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.

One example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.[58] Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's search engine results page.[59] SEO is not an appropriate strategy for every website, and other Internet marketing strategies can be more effective, such as paid advertising through pay per click (PPC) campaigns, depending on the site operator's goals.

Search engine marketing (SEM) is the practice of designing, running and optimizing search engine ad campaigns.[60] Its difference from SEO is most simply depicted as the difference between paid and unpaid priority ranking in search results.

Its purpose regards prominence more so than relevance; website developers should regard SEM with the utmost importance with consideration to visibility as most navigate to the primary listings of their search.[61] A successful Internet marketing campaign may also depend upon building high quality web pages to engage and persuade, setting up analytics programs to enable site owners to measure results, and improving a site's conversion rate.[62] In November 2015, Google released a full 160 page version of its Search Quality Rating Guidelines to the public,[63] which revealed a shift in their focus towards "usefulness" and mobile search.

In recent years the mobile market has exploded, overtaking the use of desktops, as shown in by StatCounter in October 2016 where they analyzed 2.5 million websites and found that 51.3% of the pages were loaded by a mobile device.[64] Google has been one of the companies that are utilizing the popularity of mobile usage by encouraging websites to use their Google Search Console, the Mobile-Friendly Test, which allows companies to measure up their website to the search engine results and how user-friendly it is.

SEO may generate an adequate return on investment.

However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals.

Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors.[65] Search engines can change their algorithms, impacting a website's placement, possibly resulting in a serious loss of traffic.

According to Google's CEO, Eric Schmidt, in 2010, Google made over 500 algorithm changes – almost 1.5 per day.[66] It is considered a wise business practice for website operators to liberate themselves from dependence on search engine traffic.[67] In addition to accessibility in terms of web crawlers (addressed above), user web accessibility has become increasingly important for SEO.

Optimization techniques are highly tuned to the dominant search engines in the target market.

The search engines' market shares vary from market to market, as does competition.

In 2003, Danny Sullivan stated that Google represented about 75% of all searches.[68] In markets outside the United States, Google's share is often larger, and Google remains the dominant search engine worldwide as of 2007.[69] As of 2006, Google had an 85–90% market share in Germany.[70] While there were hundreds of SEO firms in the US at that time, there were only about five in Germany.[70] As of June 2008, the market share of Google in the UK was close to 90% according to Hitwise.[71] That market share is achieved in a number of countries.

As of 2009, there are only a few large markets where Google is not the leading search engine.

In most cases, when Google is not leading in a given market, it is lagging behind a local player.

The most notable example markets are China, Japan, South Korea, Russia and the Czech Republic where respectively Baidu, Yahoo! Japan, Naver, Yandex and Seznam are market leaders.

Successful search optimization for international markets may require professional translation of web pages, registration of a domain name with a top level domain in the target market, and web hosting that provides a local IP address.

Otherwise, the fundamental elements of search optimization are essentially the same, regardless of language.[70] On October 17, 2002, SearchKing filed suit in the United States District Court, Western District of Oklahoma, against the search engine Google.

SearchKing's claim was that Google's tactics to prevent spamdexing constituted a tortious interference with contractual relations.

On May 27, 2003, the court granted Google's motion to dismiss the complaint because SearchKing "failed to state a claim upon which relief may be granted."[72][73] In March 2006, KinderStart filed a lawsuit against Google over search engine rankings.

KinderStart's website was removed from Google's index prior to the lawsuit, and the amount of traffic to the site dropped by 70%.

On March 16, 2007, the United States District Court for the Northern District of California (San Jose Division) dismissed KinderStart's complaint without leave to amend, and partially granted Google's motion for Rule 11 sanctions against KinderStart's attorney, requiring him to pay part of Google's legal expenses.[74][75]

Search engine marketing

Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages (SERPs) primarily through paid advertising.[1] SEM may incorporate search engine optimization (SEO), which adjusts or rewrites website content and site architecture to achieve a higher ranking in search engine results pages to enhance pay per click (PPC) listings.[2] In 2007, U.S.

advertisers spent US $24.6 billion on Search engine marketing.[3] In Q2 2015, Google (73.7%) and the Yahoo/Bing (26.3%) partnership accounted for almost 100% of U.S.

search engine spend.[4] As of 2006, SEM was growing much faster than traditional advertising and even other channels of online marketing.[5] Managing search campaigns is either done directly with the SEM vendor or through an SEM tool provider.

It may also be self-serve or through an advertising agency.

As of October 2016, Google leads the global search engine market with a market share of 89.3%.

Bing comes second with a market share of 4.36%, Yahoo comes third with a market share of 3.3%, and Chinese search engine Baidu is fourth globally with a share of about 0.68%.[6] As the number of sites on the Web increased in the mid-to-late 1990s, search engines started appearing to help people find information quickly.

Search engines developed business models to finance their services, such as pay per click programs offered by Open Text[7] in 1996 and then Goto.com[8] in 1998.

Goto.com later changed its name[9] to Overture in 2001, was purchased by Yahoo! in 2003, and now offers paid search opportunities for advertisers through Yahoo! Search Marketing.

Google also began to offer advertisements on search results pages in 2000 through the Google AdWords program.

By 2007, pay-per-click programs proved to be primary moneymakers[10] for search engines.

In a market dominated by Google, in 2009 Yahoo! and Microsoft announced the intention to forge an alliance.

The Yahoo! & Microsoft Search Alliance eventually received approval from regulators in the US and Europe in February 2010.[11] Search engine optimization consultants expanded their offerings to help businesses learn about and use the advertising opportunities offered by search engines, and new agencies focusing primarily upon marketing and advertising through search engines emerged.

The term "Search engine marketing" was popularized by Danny Sullivan in 2001[12] to cover the spectrum of activities involved in performing SEO, managing paid listings at the search engines, submitting sites to directories, and developing online marketing strategies for businesses, organizations, and individuals.

Search engine marketing uses at least five methods and metrics to optimize websites.[citation needed] Search engine marketing is a way to create and edit a website so that search engines rank it higher than other pages.

It should be also focused on keyword marketing or pay-per-click advertising (PPC).

The technology enables advertisers to bid on specific keywords or phrases and ensures ads appear with the results of search engines.

With the development of this system, the price is growing under a high level of competition.

Many advertisers prefer to expand their activities, including increasing search engines and adding more keywords.

The more advertisers are willing to pay for clicks, the higher the ranking for advertising, which leads to higher traffic.[15] PPC comes at a cost.

The higher position is likely to cost $5 for a given keyword, and $4.50 for a third location.

A third advertiser earns 10% less than the top advertiser while reducing traffic by 50%.[15] Investors must consider their return on investment when engaging in PPC campaigns.

Buying traffic via PPC will deliver a positive ROI when the total cost-per-click for a single conversion remains below the profit margin.

That way the amount of money spent to generate revenue is below the actual revenue generated.[16] A positive ROI is the outcome.

There are many reasons explaining why advertisers choose the SEM strategy.

First, creating a SEM account is easy and can build traffic quickly based on the degree of competition.

The shopper who uses the search engine to find information tends to trust and focus on the links showed in the results pages.

However, a large number of online sellers do not buy search engine optimization to obtain higher ranking lists of search results but prefer paid links.

A growing number of online publishers are allowing search engines such as Google to crawl content on their pages and place relevant ads on it.[17] From an online seller's point of view, this is an extension of the payment settlement and an additional incentive to invest in paid advertising projects.

Therefore, it is virtually impossible for advertisers with limited budgets to maintain the highest rankings in the increasingly competitive search market.

Google's Search engine marketing is one of the western world's marketing leaders, while its Search engine marketing is its biggest source of profit.[18] Google's search engine providers are clearly ahead of the Yahoo and Bing network.

The display of unknown search results is free, while advertisers are willing to pay for each click of the ad in the sponsored search results.

Paid inclusion involves a search engine company charging fees for the inclusion of a website in their results pages.

Also known as sponsored listings, paid inclusion products are provided by most search engine companies either in the main results area or as a separately identified advertising area.

The fee structure is both a filter against superfluous submissions and a revenue generator.

Typically, the fee covers an annual subscription for one webpage, which will automatically be catalogued on a regular basis.

However, some companies are experimenting with non-subscription based fee structures where purchased listings are displayed permanently.

A per-click fee may also apply.

Each search engine is different.

Some sites allow only paid inclusion, although these have had little success.

More frequently, many search engines, like Yahoo!,[19] mix paid inclusion (per-page and per-click fee) with results from web crawling.

Others, like Google (and as of 2006, Ask.com[20][21]), do not let webmasters pay to be in their search engine listing (advertisements are shown separately and labeled as such).

Some detractors of paid inclusion allege that it causes searches to return results based more on the economic standing of the interests of a web site, and less on the relevancy of that site to end-users.

Often the line between pay per click advertising and paid inclusion is debatable.

Some have lobbied for any paid listings to be labeled as an advertisement, while defenders insist they are not actually ads since the webmasters do not control the content of the listing, its ranking, or even whether it is shown to any users.

Another advantage of paid inclusion is that it allows site owners to specify particular schedules for crawling pages.

In the general case, one has no control as to when their page will be crawled or added to a search engine index.

Paid inclusion proves to be particularly useful for cases where pages are dynamically generated and frequently modified.

Paid inclusion is a Search engine marketing method in itself, but also a tool of search engine optimization since experts and firms can test out different approaches to improving ranking and see the results often within a couple of days, instead of waiting weeks or months.

Knowledge gained this way can be used to optimize other web pages, without paying the search engine company.

SEM is the wider discipline that incorporates SEO.

SEM includes both paid search results (using tools like Google Adwords or Bing Ads, formerly known as Microsoft adCenter) and organic search results (SEO).

SEM uses paid advertising with AdWords or Bing Ads, pay per click (particularly beneficial for local providers as it enables potential consumers to contact a company directly with one click), article submissions, advertising and making sure SEO has been done.

A keyword analysis is performed for both SEO and SEM, but not necessarily at the same time.

SEM and SEO both need to be monitored and updated frequently to reflect evolving best practices.

In some contexts, the term SEM is used exclusively to mean pay per click advertising,[2] particularly in the commercial advertising and marketing communities which have a vested interest in this narrow definition.

Such usage excludes the wider search marketing community that is engaged in other forms of SEM such as search engine optimization and search retargeting.

Creating the link between SEO and PPC represents an integral part of the SEM concept.

Sometimes, especially when separate teams work on SEO and PPC and the efforts are not synced, positive results of aligning their strategies can be lost.

The aim of both SEO and PPC is maximizing the visibility in search and thus, their actions to achieve it should be centrally coordinated.

Both teams can benefit from setting shared goals and combined metrics, evaluating data together to determine future strategy or discuss which of the tools works better to get the traffic for selected keywords in the national and local search results.

Thanks to this, the search visibility can be increased along with optimizing both conversions and costs.[22] Another part of SEM is social media marketing (SMM).

SMM is a type of marketing that involves exploiting social media to influence consumers that one company’s products and/or services are valuable.[23] Some of the latest theoretical advances include Search engine marketing management (SEMM).

SEMM relates to activities including SEO but focuses on return on investment (ROI) management instead of relevant traffic building (as is the case of mainstream SEO).

SEMM also integrates organic SEO, trying to achieve top ranking without using paid means to achieve it, and pay per click SEO.

For example, some of the attention is placed on the web page layout design and how content and information is displayed to the website visitor.

SEO & SEM are two pillars of one marketing job and they both run side by side to produce much better results than focusing on only one pillar.

Paid search advertising has not been without controversy and the issue of how search engines present advertising on their search result pages has been the target of a series of studies and reports[24][25][26] by Consumer Reports WebWatch.

The Federal Trade Commission (FTC) also issued a letter[27] in 2002 about the importance of disclosure of paid advertising on search engines, in response to a complaint from Commercial Alert, a consumer advocacy group with ties to Ralph Nader.

Another ethical controversy associated with search marketing has been the issue of trademark infringement.

The debate as to whether third parties should have the right to bid on their competitors' brand names has been underway for years.

In 2009 Google changed their policy, which formerly prohibited these tactics, allowing 3rd parties to bid on branded terms as long as their landing page in fact provides information on the trademarked term.[28] Though the policy has been changed this continues to be a source of heated debate.[29] On April 24, 2012, many started to see that Google has started to penalize companies that are buying links for the purpose of passing off the rank.

The Google Update was called Penguin.

Since then, there have been several different Penguin/Panda updates rolled out by Google.

SEM has, however, nothing to do with link buying and focuses on organic SEO and PPC management.

As of October 20, 2014, Google had released three official revisions of their Penguin Update.

In 2013, the Tenth Circuit Court of Appeals held in Lens.com, Inc.

v.

1-800 Contacts, Inc.

that online contact lens seller Lens.com did not commit trademark infringement when it purchased search advertisements using competitor 1-800 Contacts' federally registered 1800 CONTACTS trademark as a keyword.

In August 2016, the Federal Trade Commission filed an administrative complaint against 1-800 Contacts alleging, among other things, that its trademark enforcement practices in the Search engine marketing space have unreasonably restrained competition in violation of the FTC Act.

1-800 Contacts has denied all wrongdoing and appeared before an FTC administrative law judge in April 2017.[30] AdWords is recognized as a web-based advertising utensil since it adopts keywords that can deliver adverts explicitly to web users looking for information in respect to a certain product or service.

It is flexible and provides customizable options like Ad Extensions, access to non-search sites, leveraging the display network to help increase brand awareness.

The project hinges on cost per click (CPC) pricing where the maximum cost per day for the campaign can be chosen, thus the payment of the service only applies if the advert has been clicked.

SEM companies have embarked on AdWords projects as a way to publicize their SEM and SEO services.

One of the most successful approaches to the strategy of this project was to focus on making sure that PPC advertising funds were prudently invested.

Moreover, SEM companies have described AdWords as a practical tool for increasing a consumer’s investment earnings on Internet advertising.

The use of conversion tracking and Google Analytics tools was deemed to be practical for presenting to clients the performance of their canvas from click to conversion.

AdWords project has enabled SEM companies to train their clients on the utensil and delivers better performance to the canvass.

The assistance of AdWord canvass could contribute to the growth of web traffic for a number of its consumer’s websites, by as much as 250% in only nine months.[31] Another way Search engine marketing is managed is by contextual advertising.

Here marketers place ads on other sites or portals that carry information relevant to their products so that the ads jump into the circle of vision of browsers who are seeking information from those sites.

A successful SEM plan is the approach to capture the relationships amongst information searchers, businesses, and search engines.

Search engines were not important to some industries in the past, but over the past years the use of search engines for accessing information has become vital to increase business opportunities.[32] The use of SEM strategic tools for businesses such as tourism can attract potential consumers to view their products, but it could also pose various challenges.[33] These challenges could be the competition that companies face amongst their industry and other sources of information that could draw the attention of online consumers.[32] To assist the combat of challenges, the main objective for businesses applying SEM is to improve and maintain their ranking as high as possible on SERPs so that they can gain visibility.

Therefore, search engines are adjusting and developing algorithms and the shifting criteria by which web pages are ranked sequentially to combat against search engine misuse and spamming, and to supply the most relevant information to searchers.[32] This could enhance the relationship amongst information searchers, businesses, and search engines by understanding the strategies of marketing to attract business.

Yoast SEO

Yoast SEO is a search engine optimization ("SEO") plug-in for WordPress.

It has 5+ million active installations[2] and has been downloaded more than 202 million times[3].

Yoast SEO was originally named WordPress SEO and was developed as a WordPress plug-in in 2010 by Joost de Valk while he continued his full-time role as SEO consultant.

In 2012, the plug-in was renamed Yoast SEO.

In 2012, a premium version of the plug-in was launched.[4] In 2015, Yoast hosted the first YoastCon conference which was hosted at the Lindenberg in Nijmegen.

YoastCon 2017 and 2019 were held at De Vereeniging in Nijmegen.[5] Yoast SEO can trace its origins to 2005 when Joost de Valk launched a website named "joostdevalk.nl".[6] After moving to and eventually selling the domain "css3.info", de Valk created the Yoast platform in 2009, launched the first version of WordPress SEO in 2010 and founded the company Yoast BV in 2010.[7][8] Initially, Yoast focused on SEO consultancy[9] and developed both the Yoast SEO plugin and a Google Analytics plugin, both for WordPress.

In 2012, a premium version of Yoast SEO was launched.

In April 2016, Yoast BV sold the Google Analytics for WordPress plugin.[10].

According to Yoast, as of September 2018 they have almost 100 employees of which 85 are based in their HQ in Wijchen, Netherlands.[11] The software runs on more than 9 million sites and on 11.4% of the top 1 million sites in the world.[12] On WordPress alone, it has amassed over five million downloads.

Its software was rated "5 out of 5" by Syed Moiz Balkhi, founder of WPBeginner, a blog for new users to the WordPress platform.[13] Michael David, the author of WordPress Search Engine Optimization (2015) book, referred to it as "the granddaddy of all SEO plugins".[14]

Inbound marketing

Inbound marketing is a technique for drawing customers to products and services via content marketing, social media marketing, search engine optimization and branding.[1] Inbound marketing improves customer experience and builds trust by offering potential customers information they value via company sponsored newsletters, blogs and entries on social media platforms.[citation needed] Compared with outbound marketing, inbound reverses the relationship between company and customer.

In fact, while outbound marketing pushes the product through various channels, Inbound marketing creates awareness, attracts new customers with channels like blogs, social media, etc.

Main charecteristics of Inbound marketing: Search engine optimization (SEO) is the practice of utilizing search engine best practices to improve the visibility of a website or a webpage by ranking higher in the search engine results ("SERPS") for keywords relevant to that particular website or webpage.

There are several ways to improve a website or webpage's visibility: Leading search engines use crawlers to find pages for their algorithmic search results.

It is important to ensure that these search engine crawlers (AKA spiders) can successfully crawl a website or webpage in its entirety to fully determine the relevance of that website or webpage for its targeted keywords.

Since some websites have millions of pages associated to them and that need to be indexed, the practice of Technical SEO will help improve a website's ability to get all of those pages indexed by a search engine and thereby improving their prospects of ranking within the search engine results pages.

Search engines utilize contextual relevance or semantic search to determine the relevancy of a website or webpage for a particular set of keywords.

Improving content quality from a readability and relevancy perspective will help sites increase their relevance for a set of keywords and therefore should increase their keyword rankings and visibility within the search engine results page.

Improving Credibility Search engines also determine relevancy based on internal and external links that are found across the internet.

These backlinks will help associate a website or webpage with a particular set of keywords and can help improve the relevancy of this website or webpage for a particular set of keywords.

Search engine marketing (SEM) is a form of web marketing which involves the promotion of websites by increasing their visibility in search engine results pages, principally through paid advertising.

SEM is strictly connected to SEO in regards to pay promotion and get found out in the first search page.[citation needed] There are some methods and metrics to optimize websites: Keyword research and analysis which ensure the site can be indexed in the search engine, finding the more frequently typed words; Presence which means how many times a web page is indexed by search engines and how many backlinks does it get; Back end tools such as Web analytic tools and HTML validators; Whois tools that reveal the owners of various websites and can provide information related to copyright and trademark.

SEM objective is to boost the visibility of a page, it can be done using the so-called "sponsorization".

With the term, "sponsorization" is intended a search engine company charging fees for the inclusion of a website in their results pages.

To work well, Inbound marketing needs a precise process that, if respected, provides a competitive advantage compared with outbound marketing.

The process is composed of four sequential steps: attract, convert, close, and "delight" in order to obtain more visitors on sites, to speed up conversions and finally increase the number of leads and prospects.

One of the most important differences between outbound and Inbound marketing is the fact that "if classical marketing is betting on those people, inbound is betting on that person".

it means that companies using Inbound marketing know better which are the people they are talking with.

They can do it through buyer personas.

The buyer personas are the identikit of our ideal customers.

Only through them can a company know which is their ideal target and which channels they have to use to reach it.[citation needed] "Attract" does not mean attracting random people; companies want to attract the right people at the right time with the right content.

Building a company on the buyer personas, one can define which are the beliefs, pains, hobbies, goals, etc.

of our customer and on their basis, one can create the right contents to attract visitors on one's blog, social, YouTube channel, etc.[citation needed] Evergreen content plays a crucial role in building organic traffic to websites or blogs.[citation needed] After attracting the visitor on their website, for example, a company will be ready to convert him/her into prospect gathering his/her contact information.

Emails are the most valuable information for an inbound marketer.

The inbound marketer wants to attract the right visitor, so they will exchange a tutorial video, an ebook or something valuable for the customer so he/she will be glad to give his/her e-mail in return.

Once the needed information is gathered, it is important to stay in contact with the prospects.

How are prospects transformed into customers? Some helpful tools are: Call-to-actions are very useful to let customer complete an action that we like.

With this powerful tool we can generate a positive cycle that generates value both for our customer and for us.

Generating useful contents and sending it periodically to our prospect we can create awareness but also build trust and make our close-customer be ready to buy something.

Customer-relationship management (CRM) systems track the various steps of customer acquisition.

Taking track of information regarding the customer, partner companies etc.

it is possible to deliver the right message at the right time to the right person.[citation needed] Smarketing is the mix of sales and marketing.

Generally in big companies, they are two separated units but in Inbound marketing, they are usually mixed to have complete and fully understandable information between the two areas.

With closed-loop reports also sales and marketing departments know which is the right time to close a deal with the customer and above all know if the customer is ready to be acquired.

Through the process of nurturing, companies make the customer ready to be acquired.

For example, if the visitor fills a form to download an ebook on a certain site, the company knows that their prospect is interested in the subject treated in the ebook.

After collecting this information, they are ready to "nurture" their future probable customer with a series of emails, videos etc.

connected with the subject he/she is interested in.[citation needed] After attracting the fan, converting him into prospect, and letting him buy something from the company, the company has to keep in touch with their customer, continuing providing good and valuable contents with the hope of doing some upselling.

Local search engine optimisation

Local search engine optimization (Local SEO) is similar to (national) SEO in that it is also a process affecting the visibility of a website or a web page in a web search engine's unpaid results (SERP- search engine results page) often referred to as "natural", "organic", or "earned" results.[1] In general, the higher ranked on the search results page and more frequently a site appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.[2] Local SEO, however, differs in that it is focused on optimizing a business' online presence so that its web pages will be displayed by search engines when users enter local searches for its products or services.[3] Ranking for local search involves a similar process to general SEO but includes some specific elements to rank a business for local search.

For example, local SEO is all about ‘optimizing‘ your online presence to attract more business from relevant local searches.

The majority of these searches take place on Google, Yahoo, Bing and other search engines but for better optimization in your local area you should also use sites like Yelp, Angie's List, LinkedIn, Local business directories, social media channels and others.[4] The origin of local SEO can be traced back[5] to 2003-2005 when search engines tried to provide people with results in their vicinity as well as additional information such as opening times of a store, listings in maps, etc.

Local SEO has evolved over the years to provide a targeted online marketing approach that allows local businesses to appear based on a range of local search signals, providing a distinct difference from broader organic SEO which prioritises relevance of search over a distance of searcher.

Local searches trigger search engines to display two types of results on the Search engine results page: local organic results and the 'Local Pack'.[3] The local organic results include web pages related to the search query with local relevance.

These often include directories such as Yelp, Yellow Pages, Facebook, etc.[3] The Local Pack displays businesses that have signed up with Google and taken ownership of their 'Google My Business' (GMB) listing.

The information displayed in the GMB listing and hence in the Local Pack can come from different sources:[6] Depending on the searches, Google can show relevant local results in Google Maps or Search.

This is true on both mobile and desktop devices.[7] Google has added a new Q&A features to Google Maps allowing users to submit questions to owners and allowing these to respond.[8].

This Q&A feature is tied to the associated Google My Business account.

Google My Business (GMB) is a free tool that allows businesses to create and manage their Google listing.

These listings must represent a physical location that a customer can visit.

A Google My Business listing appears when customers search for businesses either on Google Maps or in Google SERPs.

The accuracy of these listings is a local ranking factor.

Major search engines have algorithms that determine which local businesses rank in local search.

Primary factors that impact a local business's chance of appearing in local search include proper categorization in business directories, a business's name, address, and phone number (NAP) being crawlable on the website, and citations (mentions of the local business on other relevant websites like a chamber of commerce website).[9] In 2016, a study using statistical analysis assessed how and why businesses ranked in the Local Packs and identified positive correlations between local rankings and 100+ ranking factors.[10] Although the study cannot replicate Google's algorithm, it did deliver several interesting findings: Prominence, relevance, and distance are the three main criteria Google claims to use in its algorithms to show results that best match a user's query.[12] According to a group of local SEO experts who took part in a survey, links and reviews are more important than ever to rank locally.[13] As a result of both Google as well as Apple offering "near me" as an option to users, some authors[14] report on how Google Trends shows very significant increases in "near me" queries.

The same authors also report that the factors correlating the most with Local Pack ranking for "near me" queries include the presence of the "searched city and state in backlinks' anchor text" as well as the use of the " 'near me' in internal link anchor text" An important update to Google's local algorithm, rolled out on the 1st of September 2016.[15] Summary of the update on local search results: As previously explained (see above), the Possum update led similar listings, within the same building, or even located on the same street, to get filtered.

As a result, only one listing "with greater organic ranking and stronger relevance to the keyword" would be shown.[16] After the Hawk update on 22 August 2017, this filtering seems to apply only to listings located within the same building or close by (e.g.

50 feet), but not to listings located further away (e.g.325 feet away).[16] As previously explained (see above), reviews are deemed to be an important ranking factor.

Joy Hawkins, a Google Top Contributor and local SEO expert, highlights the problems due to fake reviews:[17]

Website audit

Website audit is a full analysis of all the factors that affect website's visibility in search engines.

This standard method gives a complete insight into any website, overall traffic and individual pages.

Website audit is completed solely for marketing purposes.

The goal is to detect weak points in campaigns that affect web performance.[1] The Website audit starts from a general analysis of a website aimed at revealing the actions needed to improve search engine optimization (SEO).

Many tools offer recommendations on how to raise the website rankings in search that can include on page and off page SEO audit such as broken links, duplicate meta descriptions and titles, HTML validation, website statistics, error pages, indexed pages and site speed.[2] Site audit is applicable for all online businesses and improves different aspects of the websites.

There are many reasons to do a Website audit, but in most cases SEO and content marketing are the main ones.

Website audit made for SEO purposes discovers weak spots of a website's SEO score and helps understand the state of SEO.

Content audit is used to analyze the engagement and what changes have to be made to the content strategy to enhance the site's performance.

There are multiple types of site audits, including the following:[3] All of these audits can form a part of the same audit.

Each one is made to make sure that you have powerful and reliable system in place.

It shows the unidentified dangers that can bring you down, tells what needs to change and what's working well and what's not good, and gives practical recommendations and insights into what need to prioritize more.

All Website audits start with site health audits.

Moz (marketing software)

Moz is a software as a service (SaaS) company based in Seattle that sells inbound marketing and marketing analytics software subscriptions.

It was founded by Rand Fishkin and Gillian Muessig in 2004 as a consulting firm and shifted to SEO software development in 2008.

The company hosts a website that includes an online community of more than one million globally based digital marketers and marketing related tools.

Moz offers SEO tools that includes keyword research, link building, site audits, and page optimization insights in order to help companies to have a better view of the position they have on search engines and how to improve their ranking.

The company also developed the most commonly used algorithm to determine Domain Authority, which is a score between 1-100, that is often used by many SEO companies to estimate a website's overall viability with the search engines.

In 2004, Moz was founded by a son-and-mother team Rand Fishkin[2] and Gillian Muessig as 'SEOmoz'.[3] In September 2007, the company raised $1.1 million in Series A funding from Ignition Partners and Curious Office.[4] In 2012, it raised $18 million in funding from Foundry Group and Ignition Partners.[5][6] In June 2012, SEOmoz acquired Followerwonk, a tool for searching, filtering and managing Twitter bios with other Twitter management functions like analytics.[7] The terms were not disclosed, but SEOmoz said the acquisition was for somewhere between one and four million US dollars.[6] In December 2012, SEOmoz acquired GetListed for $3 million.[8] In May 2013, the company rebranded as 'Moz' and relaunched the website at Moz.com.[9] During the period 2008 to 2011, SEOmoz grew from $1.5 million to $11.4 million in revenue.[10] In January 2016, Moz secured a $10 million investment from the Foundry Group.[11] In January 2014, Rand Fishkin stepped down as the CEO of Moz.[12] The position was taken by Sarah Bird who was already the President and COO of the company.

In August 2016, Moz laid off 28% of their staff to double down on SEO and focus on earning profitable revenue.[citation needed] On February 27th 2018, Moz co-founder, Rand Fishkin, parted company with the business he started and made the announcement via his new company blog at "SparkToro"[13].

Fishkin is self quoted in the blog post saying, "On a scale of 0-10, where 0 is “fired and escorted out of the building by security” and 10 is “left entirely of his own accord on wonderful terms,” my departure is around a 4.

That makes today a hard one, cognitively and emotionally." Fishkin goes on to discuss his other plans for the future in the post which include a book and non-profit initiative for making conferences and events safer places for women.

This book appeared in the course of 2018[14].

In July, 2019 CEO Sarah Bird gave an interview to Nathan Latka at SaaS Database company GetLatka.com.

According to Bird, the company had 180 employees, over 34,000 paying customers, and more than $60M in annual revenues.[15] Moz has a series of tools in its SEO Toolbox, including Moz Keyword Explorer,[16] a keyword research tool that provides keyword suggestions, SEO competition, opportunity, SERP features, saved lists, and accurate search volume data.

MozPro provides SEO site crawl checkups, prioritized SEO fixes, rank tracking, competitor tracking, SERP feature tracking and more.

Open Site Explorer is a free SEO tool that provides link data such as spam analysis.[17] mozRank is an alternative to Google PageRank.[18][19] Moz also has a tool for researching popular search trends.[20] Moz offers an SEO browser tool called MozBar.[21] In August 2016 Moz announced that it was dropping the Followerwonk tool to focus more on SEO.[22] In 2018, Moz announced that it will replace Open Site Explorer with Link Explorer for beta version[23] When it raised funding in 2012, the CEO Rand Fishkin blogged about his personal opinions, doubts, and analyses as the company went through the process.[24][25] In September 2007, more than 400 readers posted opinions on Moz on the CEO's facial hair based on six photos he posted.

According to the New York Times, he arrived to a conference in Stockholm "unshaven and bristly" based on the crowd-sourced decision.[26] The organization's business model is largely based on inbound marketing.

85% of Moz's revenue comes from SaaS subscriptions.[27] Moz is the host of the annual digital marketing conference MozCon in Seattle every July.

MozCon is a three-day, one-track conference centered around SEO, Growth Marketing, Content Marketing, and more.

Seo Taiji Company

Seo Taiji Company (Korean: 서태지 컴퍼니) is a South Korean entertainment company headquartered in Seoul, South Korea.

The company was founded in 2001 by South Korean musician Seo Taiji.

The company evolved into a major producer of Korean popular music, and also functions as a management agency for several Korean pop stars.

Google penalty

A Google penalty is the negative impact on a website's search rankings based on updates to Google's search algorithms or manual review.[dubious – discuss] The penalty can be a by-product of an algorithm update or an intentional penalization for various black-hat SEO techniques.

Google penalizes sites for engaging in practices that are against its webmaster guidelines.

These penalties can be the result of a manual review or algorithm updates such as Google Penguin.[1] Google penalties can result in the drop of rankings for every page of a site, for a specific keyword, or for a specific page.

Any drop in rankings brings with it a major drop in traffic for the site.

To find out if a website has been affected by a Google penalty, website owners can use Google Webmaster Tools as well as analyze the timing of their traffic drop with the timing of known Google updates.[2] Google has been updating its algorithm for as long as it has been fighting the manipulation of organic search results.

However, up until May 10, 2012, when Google launched the Google Penguin update, many people wrongly believed that low-quality backlinks would not negatively affect ranks.

While this viewpoint was common, it was not correct, as Google had been applying such link-based penalties[3] for many years, but not made public how the company approached and dealt with what they called "link spam".

Since this time there has been a much wider acknowledgement about the dangers of bad SEO and a forensic analysis of backlinks to ensure there are no harmful links.

Penalties are generally caused by manipulative backlinks that are intended to favor particular companies in the search results; by adding such links companies break Google's terms and conditions.

When Google discovers such links, it imposes penalties to discourage other companies from following this practice and to remove any gains that may have been enjoyed from such links.

Google also penalizes those who took part in the manipulation and helped other companies by linking to them.

These types of companies are often low-quality directories which simply listed a link to a company website with manipulative anchor text for a fee.

Google argues that such pages offer no value to the Internet and are often deindexed as a result.

Such links are often referred to as paid links.

Paid links are simply links that people place on their site for a fee as they believe this will have a positive impact on the search results.

The practice of paid links was very popular prior to the Penguin update when companies believed they could add any types of links with impunity since Google claimed prior that time that they simply ignored such links they detected instead of penalizing websites.

To comply with Google's recent TOS it is imperative to apply the nofollow attribute to paid advertisement links.

Businesses that buy backlinks from low quality sites attract Google penalty.

These are links left in the comments of articles that are impossible to have removed, as this practice became so widespread Google launched a feature to help curb such practices.

The nofollow tag simply tells search engines not to trust such links.

Blog networks are a collection of sometimes thousands of blogs that aim to appear unconnected which then link out to those prepared to pay for such links.

Google have typically targeted blog networks and once detecting them have penalized thousands of sites who gained benefits.

Guest blog posts became popular as a practice following penguin as these were considered 'white hat' techniques for a while.

However, Google has since stated.[4] that they consider these links to be spam.

Google has encouraged companies to reform their bad practices and as a result demand that efforts are taken to remove manipulative links.

Google launched the Disavow tool on 16 October 2012 so that people could report to Google the bad links they had.

The Disavow tool was launched mainly in response to many reports of negative SEO, where companies were being targeted with manipulative links by competitors knowing full well that they would be penalized as a result.[5] There has been some controversy[6] over whether the Disavow tool has any effect when manipulation has taken place over many years.

At the same time, some anecdotal case studies have been presented[7] which suggest that the tool is effective and that former ranking positions can be restored.

Negative SEO started to occur following the Penguin update when it became common knowledge that Google would apply penalties for manipulative links; such practices as negative SEO have caused companies to be diligent in monitoring their backlinks to ensure they are not being targeted by hostile competitors through negative SEO services.[8][9] In the US and UK, these type of activities by competitors attempting to sabotage a website's rankings are considered to be illegal by experts.

[1]

SEO contest

A SEO contest is a prize-awarding activity which challenges search engine optimization (SEO) practitioners to achieve high ranking under major search engines such as Google, Yahoo, and MSN using certain keyword(s).

This type of contest is controversial because it often leads to massive amounts of link spamming as participants try to boost the rankings of their pages by any means available.

The organizing body of a SEO competition may hold the activity without promotion of a product or service in mind; or they may organize a contest in order to market something on the Internet.

Participants can showcase their skills and potentially discover and share new techniques for promoting websites.

The first recorded SEO contest was Schnitzelmitkartoffelsalat by German webmasters, started on November 15, 2002, in the German-language usenet group de.comm.infosystems.www.authoring.misc.[1] In the English-language world, the nigritude ultramarine competition created by DarkBlue.com[2] and run by SearchGuild is widely acclaimed as the mother of all SEO contests.[3] It was started on May 7, 2004, and was won two months later by Anil Dash.

On September 1 of the same year, webmasters were challenged to rank number 1 on Google in three months' time for the search phrase seraphim proudleduck.[4] In the first quarter of 2005, people were competing for the term loquine glupe, spawning web sites ranging from shampoo advertising to holiday resorts.

The page that won in the end looked rather boring, and used lots of questionable techniques like "keyword stuffing" and "domain age".[citation needed] Internationally, in 2005, two major contests took place in Europe.

In Germany the Hommingberger Gepardenforelle (German pronunciation: [ˈhɔmɪŋˌbɛʁgɐ̯ ɡeˈpaʁdn̩foˌʁɛlə], literally Cheetah Trout of Hommingberg, but neither the fish nor the place actually exist) by the computer magazine c't spawned almost 4 million results; its goal was to find out how search engines rank sites.

In Poland almost at same time the Polish SEO community organized the msnbetter thangoogle contest.

It topped the 4 million but failed to reach its goal to promote SEO in Poland and to get search engines companies' attention for the Polish market.

Some current and pending contests are listed below.

A competition ran from January 1, 2006, to March 1, 2006, and carried the term redscowl bluesingsky, another set of made-up words.

It was sponsored by SEOLogs.

Shoemoney won this contest, and since he contributed the winner's money, he donated it to the runnerup.

Since then, SEO contests have become a part of some academic classes.

In 2008 Luis von Ahn at Carnegie Mellon University created a contest for his students.

In 2010 Adam Wierman picked it up at Caltech.

Recently, web development companies such as Wix have run SEO competitions.

The most recent of these is set to end in December 2019 with two SEO agencies trying to rank for the term "Wix SEO".

One agency is using a Wix site[5][6], and the other using a site of their choice.

The contest resulted in Marie Haynes Consulting Inc, an SEO agency from Ottawa Canada, winning the $25,000 prize[7] [8].

Some webmasters resort to spam, while others use white-hat optimization techniques, like providing good content covering the competition, or optimizing page titles.[9] Most SEO contests expect people to optimize a single web page for a non-existent phrase of two silly words.

This is to keep existing web sites from getting a head start and to make sure that regular internet searchers will not be shown contest pages when searching the web for other information.

Rules and limitations can make it harder to benefit from the ranking algorithm of the targeted search engine.

The January 2006 Redscowl Bluesingsky contest issued by seologs.com was open for domains created after the start of the competition only.

This meant that the contestants could not benefit from the ranking advantage old web sites have over new ones.

Also, it was expected that the Redscowl Bluesingsky game would be won by a domain made up entirely of the search words, such as "redscowl-bluesingsky.com", which would attract natural links and be likely to benefit from the simplicity of the URL.

Another special rule that fits well with the "purpose" of SEO contests today is the obligation to "link back" to the organizing body, often a search engine optimization site.

Since a web document's ranking on major search engines like Yahoo!, Google, or MSN Search is mainly determined by internet hyperlinks pointing to that document, forcing webmasters to link to a web site is quite a powerful way to increase its web presence.

A good example is the contest announced by V7N (using the phrase v7ndotcom elursrebmem) and its counterpart by WebGuerrilla.

While the first of these originally required the contestants to link to V7N forums, the second forbids its players to do just that.

Instead, a special link to Google engineer Matt Cutts' blog is imperative.

Because of this rivalry, both the rules and prize money on both these SEO contests were updated regularly up until the official start date on January 15, 2006.

Grey hat

A Grey hat (greyhat or gray hat) is a computer hacker or computer security expert who may sometimes violate laws or typical ethical standards, but does not have the malicious intent typical of a black hat hacker.

The term began to be used in the late 1990s, derived from the concepts of "white hat" and "black hat" hackers.[1] When a white hat hacker discovers a vulnerability, they will exploit it only with permission and not divulge its existence until it has been fixed, whereas the black hat will illegally exploit it and/or tell others how to do so.

The Grey hat will neither illegally exploit it, nor tell others how to do so.[2] A further difference among these types of hacker lies in their methods of discovering vulnerabilities.

The white hat breaks into systems and networks at the request of their employer or with explicit permission for the purpose of determining how secure it is against hackers, whereas the black hat will break into any system or network in order to uncover sensitive information and for personal gain.

The Grey hat generally has the skills and intent of the white hat but will break into any system or network without permission.[3][4] According to one definition of a grey-hat hacker, when they discover a vulnerability, instead of telling the vendor how the exploit works, they may offer to repair it for a small fee.

When one successfully gains illegal access to a system or network, they may suggest to the system administrator that one of their friends be hired to fix the problem; however, this practice has been declining due to the increasing willingness of businesses to prosecute.

Another definition of Grey hat maintains that Grey hat hackers only arguably violate the law in an effort to research and improve security: legality being set according to the particular ramifications of any hacks they participate in.[5] In the search engine optimization (SEO) community, Grey hat hackers are those who manipulate web sites' search engine rankings using improper or unethical means but that are not considered search engine spam.[6] The phrase Grey hat was first publicly used in the computer security context when DEF CON announced the first scheduled Black Hat Briefings in 1996, although it may have been used by smaller groups prior to this time.[1][7] Moreover, at this conference a presentation was given in which Mudge, a key member of the hacking group L0pht, discussed their intent as Grey hat hackers to provide Microsoft with vulnerability discoveries in order to protect the vast number of users of its operating system.[8] Finally, Mike Nash, Director of Microsoft's server group, stated that Grey hat hackers are much like technical people in the independent software industry in that "they are valuable in giving us feedback to make our products better".[9] The phrase Grey hat was used by the hacker group L0pht in a 1999 interview with The New York Times[10] to describe their hacking activities.

The phrase was used to describe hackers who support the ethical reporting of vulnerabilities directly to the software vendor in contrast to the full disclosure practices that were prevalent in the white hat community that vulnerabilities not be disclosed outside of their group.[2] In 2002, however, the Anti-Sec community published use of the term to refer to people who work in the security industry by day, but engage in black hat activities by night.[11] The irony was that for black hats, this interpretation was seen as a derogatory term; whereas amongst white hats it was a term that lent a sense of popular notoriety.

Following the rise and eventual decline of the full disclosure vs.

anti-sec "golden era"—and the subsequent growth of an "ethical hacking" philosophy—the term Grey hat began to take on all sorts of diverse meanings.

The prosecution in the U.S.

of Dmitry Sklyarov for activities which were legal in his home country changed the attitudes of many security researchers.

As the Internet became used for more critical functions, and concerns about terrorism grew, the term "white hat" started referring to corporate security experts who did not support full disclosure.[12] In 2008, the EFF defined Grey hats as ethical security researchers who inadvertently or arguably violate the law in an effort to research and improve security.

They advocate for computer offense laws that are clearer and more narrowly drawn.[13] In April 2000, hackers known as "{}" and "Hardbeat" gained unauthorized access to Apache.org.[14] They chose to alert Apache crew of the problems rather than try to damage the Apache.org servers.[15] In June 2010, a group of computer experts known as Goatse Security exposed a flaw in AT&T security which allowed the e-mail addresses of iPad users to be revealed.[16] The group revealed the security flaw to the media soon after notifying AT&T.

Since then, the FBI opened an investigation into the incident and raided the house of weev, the new group's most prominent member.[17] In April 2011, a group of experts discovered that the Apple iPhone and 3G iPads were "logging where the user visits".

Apple released a statement saying that the iPad and iPhone were only logging the towers that the phone could access.[18] There have been numerous articles on the matter and it has been viewed as a minor security issue.

This instance would be classified as "Grey hat" because although the experts could have used this for malicious intent, the issue was nonetheless reported.[19] In August 2013, Khalil Shreateh, an unemployed computer security researcher, hacked the Facebook page of Mark Zuckerberg in order to force action to correct a bug he discovered which allowed him to post to any user's page without their consent.

He had tried repeatedly to inform Facebook of this bug only to be told by Facebook that the issue was not a bug.

After this incident, Facebook corrected this vulnerability which could have been a powerful weapon in the hands of professional spammers.

Shreateh was not compensated by Facebook's White Hat program as he violated their policies, thus making this a Grey hat incident.[20]

Google Hummingbird

Hummingbird is the codename given to a significant algorithm change in Google Search in 2013.

Its name was derived from the speed and accuracy of the hummingbird.

The change was announced on September 26, 2013, having already been in use for a month.

"Hummingbird" places greater emphasis on natural language queries, considering context and meaning over individual keywords.

It also looks deeper at content on individual pages of a website, with improved ability to lead users directly to the most appropriate page rather than just a website's homepage.

The upgrade marked the most significant change to Google search in years, with more "human" search interactions and a much heavier focus on conversation and meaning.

Thus, web developers and writers were encouraged to optimize their sites with natural writing rather than forced keywords, and make effective use of technical web development for on-site navigation.

Google announced "Hummingbird", a new search algorithm, at a September 2013 press event,[1] having already used the algorithm for approximately one month prior to announcement.[2] The "Hummingbird" update was the first major update to Google's search algorithm since the 2010 "Caffeine" search architecture upgrade, but even that was limited primarily to improving the indexing of information rather than sorting through information.[2] Amit Singhal, then-search chief at Google, told Search Engine Land that "Hummingbird" was the most dramatic change of the algorithm since 2001, when he first joined Google.[2][3] Unlike previous search algorithms, which would focus on each individual word in the search query, "Hummingbird" considers the context of the different words together, with the goal that pages matching the meaning do better, rather than pages matching just a few words.[4] The name is derived from the speed and accuracy of the hummingbird animal.[4] "Hummingbird" is aimed at making interactions more human, in the sense that the search engine is capable of understanding the concepts and relationships between keywords.[5] It places greater emphasis on page content, making search results more relevant, and looks at the authority of a page, and in some cases the page author, to determine the importance of a website.

It uses this information to better lead users to a specific page on a website rather than the standard website homepage.[6] Search engine optimization changed with the addition of "Hummingbird", with web developers and writers encouraged to use natural language when writing on their websites rather than using forced keywords.

They were also advised to make effective use of technical website features, such as page linking, on-page elements including title tags, URL addresses and HTML tags, as well as writing high-quality, relevant content without duplication.[7] While keywords within the query still continue to be important, "Hummingbird" adds more strength to long-tailed keywords, effectively catering to the optimization of content rather than just keywords.[6] The use of synonyms have also been optimized; instead of listing results with exact phrases or keywords, Google shows more theme-related results.[8]

Stop words

In computing, Stop words are words which are filtered out before or after processing of natural language data (text).[1] Though "Stop words" usually refers to the most common words in a language, there is no single universal list of Stop words used by all natural language processing tools, and indeed not all tools even use such a list.

Some tools specifically avoid removing these Stop words to support phrase search.

Any group of words can be chosen as the Stop words for a given purpose.

For some search engines, these are some of the most common, short function words, such as the, is, at, which, and on.

In this case, Stop words can cause problems when searching for phrases that include them, particularly in names such as "The Who", "The The", or "Take That".

Other search engines remove some of the most common words—including lexical words, such as "want"—from a query in order to improve performance.[2] Hans Peter Luhn, one of the pioneers in information retrieval, is credited with coining the phrase and using the concept.[3] The phrase "stop word", which is not in Luhn's 1959 presentation, and the associated terms "stop list" and "stoplist" appear in the literature shortly afterwards.[4] A predecessor concept was used in creating some concordances.

For example, the first Hebrew concordance, Me’ir nativ, contained a one-page list of unindexed words, with nonsubstantive prepositions and conjunctions which are similar to modern Stop words.[5] In SEO terminology, Stop words are the most common words that most search engines avoid, saving space and time in processing large data during crawling or indexing.

This helps search engines to save space in their databases.[6]

Noble, My Love

Noble, My Love (Hangul 고결한 그대) is a 2015 South Korean web drama starring Sung Hoon and Kim Jae-kyung.[1] A chance meeting with a veterinarian turns a successful CEO's life around.

Lee Kang Hoon (Sung Hoon) is a wealthy heir who is attractive, but he cares little for the feelings of other people.

Cha Yoon Seo (Kim Jae-kyung) is a cheerful and lovely veterinarian who runs her own animal hospital.

After the two meet in an unexpected crisis, can feelings of dislike turn into feelings of love? Cha Yoon Seo runs an animal hospital in Dalsan-ri, South Korea.

In the first episode, Cha Yoon Seo ends up in Seoul for a veterinarian reunion.

On her way back from the reunion, she stops at a convenience store where she has a chance meeting with Lee Kang Hoon, the CEO of a famous corporation D.O.L.

In episode 2, Lee Kang Hoon is kidnapped and eventually stabbed by the kidnappers.

Lee Kang Hoon is able to fight his way out of the situation but, due to his injury, he ends up on the front step of the animal hospital.

Cha Yoon Seo stitches up Lee Kang Hoon and he ends up falling asleep at the animal hospital.

When he awakens, he calls his secretary and gets a ride home.

While in the car, Lee Kang Hoon gets a call from his mother inquiring where he has been and then immediately starts telling him he needs to go on blind dates so that he can get married.

In the next few episodes, Lee Kang Hoon wishes to repay Cha Yoon Seo by buying her a new animal hospital in Seoul so that she can acquire more business.

Cha Yoon Seo does not appreciate the gesture as he does everything in his power to force her to take the offer.

She eventually caves and opens the Apsung Animal Hospital in Seoul.

Eventually, as Lee Kang Hoon and Cha Yoon Seo get to know each other, Lee Kang Hoon proposes a contract relationship so that Lee Kang Hoon's mother stops pushing him to go on blind dates.

While in the contract, Lee Kang Hoon and Cha Yoon Seo begin to develop feelings for each other and begin to officially date.

However, once Lee Kang Hoon's mother comes into town, she does not approve of the relationship.

Cha Yoon Seo is from rural South Korea and her parents own an apple orchard.

As such, she is considered lower class and not considered worthy of Lee Kang Hoon, according to the mother's standards.

Lee Kang Hoon's mother wishes to test Cha Yoon Seo's love/loyalty to Lee Kang Hoon and tries to force her to sign another contract.

The contract has strict rules which Cha Yoon Seo refuses to sign.

Afterwards, Cha Yoon Seo goes back home to help her family at the orchard and refresh.

However, Lee Kang Hoon is determined to marry Cha Yoon Seo and ends up finding her at the orchard where they are reunited.

In the end, just with all dramas, Lee Kang Hoon and Cha Yoon Seo end up married to each other and they live happily ever after.

"Influenced by Confucian values and its traditional family system, South Koreans view marriage as solidifying the bond between two families, rather than between two individuals".[2] This value is prevalent in Noble, My Love as the male lead, Lee Kang Hoon, is consistently being pressured to go on blind dates with women who come from wealthy families.

In a culture that is heavily reliant on social standing, marrying someone with money or influence goes a long way in securing a good and stress-free future.

As such, once the relationship develops between Lee Kang Hoon and the female lead, Cha Yoon Seo, Lee Kang Hoon's mother disapproves of the relationship due to Cha Yoon Seo's familial background.

While the younger generation may have different views on marrying for love rather than arrangement, "the influence of traditional values still persists [and] Korean parents actively participate in partner selection".[2] Concurrently, Cha Yoon Seo, is reminded by friends and clients that she must get married before she reaches the age of 30.

In the article Eros and Modernity: Convulsions of the Heart in Modern Korea, a young lady speaks of how she believes she is causing a great deal of stress for her father since she has not found a suitable husband and she is about to reach the "prime age" of 30.

As she states in the article, "women are like a Christmas cake, everyone wants to buy one before the 25th but after 25 it becomes harder to sell one and at 30 no-one buys them anymore".[3] Cha Yoon Seo is in a similar position as she decided to focus on building up her veterinarian practice instead of dating and getting married.

There is an evident generational gap between traditional family systems and the more modern view of the younger generation.

It can be argued that these pre-existing societal pressures is one reason why the younger generation is hesitating to marry and start a family.

As of 2010 in South Korea, "the percentage of unmarried women aged 30 to 34 nearly doubled, rising to 19% from 10.5%".[4] Additionally, in the same year, "more than half of Korean men in their early 30s were unmarried".[5] Prior to marriage, in Noble, My Love, Cha Yoon Seo moves into Lee Kang Hoon's home.

Instead of marriage, the ideal of cohabitation is becoming a more prevalent among younger Koreans yet they do not tell their parents as it "has long been frowned upon in the conservative society".[5] Cohabitation is a means of being together without the pressures of marriage brought upon by the traditional Confucian family values.

Let%27s Eat (TV series)

Let's Eat (Korean: 식샤를 합시다; RR: Siksyareul Habsida) is a South Korean television series starring Lee Soo-kyung, Yoon Doo-joon, Shim Hyung-tak and Yoon So-hee.[1] It aired on tvN from November 28, 2013 to March 13, 2014.

The series is about four single people who are brought together by their love of food.[2] Four single people: happily divorced paralegal Lee Soo-kyung (Lee Soo-kyung), mysterious gourmand Goo Dae-young (Yoon Doo-joon), design student and former rich girl Yoon Jin-yi (Yoon So-hee), and petty lawyer Kim Hak-moon (Shim Hyung-tak).

Who enjoy living alone, except for that pesky problem that dining out is not designed for one.

At Jin-yi's request, she, Soo-kyung and Dae-young start eating out together and thus get involved in each other's lives.[3][4] The drama features eating scenes of the characters who live alone.

Park Joon-hwa, producer-director of the drama, said "The drama focuses on building relationships between strangers through having a meal and ultimately relieving their solitude.

It portrays the process of how people improve relations via food", and further explained that "Korean dramas have lots of eating scenes in which conflict erupts or settles down".[10] A second season titled Let's Eat 2 aired in 2015, but only Yoon Doo-joon reprised his role as Gu Dae-young, who moves to Sejong City and befriends new neighbors played by Seo Hyun-jin and Kwon Yul.[11][12]

Meta element

Meta elements are tags used in HTML and XHTML documents to provide structured metadata about a Web page.

They are part of a web page's head section.

Multiple Meta elements with different attributes can be used on the same page.

Meta elements can be used to specify page description, keywords and any other metadata not provided through the other head elements and attributes.

The Meta element has two uses: either to emulate the use of an HTTP response header field, or to embed additional metadata within the HTML document.

With HTML up to and including HTML 4.01 and XHTML, there were four valid attributes: content, http-equiv, name and scheme.

Under HTML 5 there are now five valid attributes, charset having been added.

http-equiv is used to emulate an HTTP header, and name to embed metadata.

The value of the statement, in either case, is contained in the content attribute, which is the only required attribute unless charset is given.

charset is used to indicate the character set of the document, and is available in HTML5.

Such elements must be placed as tags in the head section of an HTML or XHTML document.

The two distinct parts of the elements are: Meta elements can specify HTTP headers which should be sent before the actual content when the HTML page is served from the web server to the client.

For example: as an alternative to the response header Content-Type: to indicate the media type and, more commonly needed, the UTF-8 character encoding.

Meta tags can be used to describe the contents of the page: In this example, the Meta element describes the contents of a web page.

Meta elements provide information about the web page, which can be used by search engines to help categorize the page correctly.

They have been the focus of a field of marketing research known as search engine optimization (SEO), where different methods are used to provide a user's website with a higher ranking on search engines.

Prior to the rise of content-analysis by search engines in the mid-1990s (most notably Google), search engines were reliant on metadata to correctly classify a Web page and webmasters quickly learned the commercial significance of having the right Meta element.

The search engine community is now divided as to the value of meta tags.

Some claim they have no value, others that they are central, while many simply conclude there is no clear answer but, since they do no harm, they use them just in case.

Google[1] states they do support the meta tags "content", "robots", "google", "google-site-verification", "content-type", "refresh" and "google-bot".

Major search engine robots look at many factors when determining how to rank a page of which meta tags will only form a portion.

Furthermore, most search engines change their ranking rules frequently.

Google have stated they update their ranking rules every 48 hours.

Under such circumstances, a definitive understanding of the role of meta tags in SEO is unlikely.

The keywords attribute was popularized by search engines such as Infoseek and AltaVista in 1995, and its popularity quickly grew until it became one of the most commonly used Meta elements.[2] No consensus exists whether or not the keywords attribute has any effect on ranking at any of the major search engines today.

It is speculated[by whom?] that it does if the keywords used in the meta can also be found in the page copy itself.[citation needed] With respect to Google, thirty-seven leaders in search engine optimization concluded in April 2007 that the relevance of having keywords in the meta-attribute keywords is little to none[3] and in September 2009 Matt Cutts of Google announced that they were no longer taking keywords into account whatsoever.[4] However, both these articles suggest that Yahoo! still makes use of the keywords meta tag in some of its rankings.

Yahoo! itself claims support for the keywords meta tag in conjunction with other factors for improving search rankings.[5] In October 2009 Search Engine Round Table announced that "Yahoo Drops The Meta Keywords Tag Also"[6] but later reported that the announcement made by Yahoo!'s Senior Director of Search was incorrect.[7] In the corrected statement Yahoo! Senior Director of Search states that "…What changed with Yahoo's ranking algorithms is that while we still index the meta keyword tag, the ranking importance given to meta keyword tags receives the lowest ranking signal in our system … it will actually have less effect than introducing those same words in the body of the document, or any other section."[7] In Sept 2012, Google[8] announced that they will consider Keyword Meta tag for news publishers.

Google said that this may help worthy content to get noticed.

The syntax of the news meta keyword has subtle difference from custom keyword meta tag; it is denoted by "news_keywords", while the custom keyword meta tag is denoted by "keywords".

Google News no longer takes into account keywords announced by news_keywords.[9] According to Moz, "Title tags are the second most important on-page factor for SEO, after content".[10] They convey to the search engines what a given page is all about.

It used to be standard SEO practice to include the primary and the secondary keywords in the title for better ranking.

Google has gone through various iterations of showing short or longer amounts of content from within the title tags.

Regardless, the title tags still hold importance in three different ways.

Unlike the keywords attribute, the description attribute is supported by most major search engines, like Yahoo! and Bing, while Google will fall back on this tag when information about the page itself is requested (e.g.

using the related: query).

The description attribute provides a concise explanation of a Web page's content.

This allows the Web page authors to give a more meaningful description for listings than might be displayed if the search engine was unable to automatically create its own description based on the page content.[11] The description is often, but not always, displayed on search engine results pages, so it can affect click-through rates.

While clicks for a result can be a positive sign of effective title and description writing, Google does not recognize this Meta element as a ranking factor, so using target keyword phrases in that element will not help a site rank better.

W3C doesn't specify the size of this description meta tag, but almost all search engines recommend it to be shorter than 160 characters of plain text.[12] The language attribute tells search engines what natural language the website is written in (e.g.

English, Spanish or French), as opposed to the coding language (e.g.

HTML).

It is normally an IETF language tag for the language name.

It is of most use when a website is written in multiple languages and can be included on each page to tell search engines in which language a particular page is written.[13].

User-agents can (and do) use language information to select language-appropriate fonts, which improves the overall user experience of the page.

[14] The robots attribute, supported by several major search engines,[15][failed verification] controls whether search engine spiders are allowed to index a page, or not, and whether they should follow links from a page, or not.

The attribute can contain one or more comma-separate values.

The noindex value prevents a page from being indexed, and nofollow prevents links from being crawled.

Other values recognized by one or more search engines can influence how the engine indexes pages, and how those pages appear on the search results.

These include noarchive, which instructs a search engine not to store an archived copy of the page, and nosnippet, which asks that the search engine not include a snippet from the page along with the page's listing in search results.[16] Meta tags are one of the best options for preventing search engines from indexing content of a website.[17] The search engines Google, Yahoo! and MSN use in some cases the title and abstract of the DMOZ (aka Open Directory Project) listing of a website for the title and/or description (also called snippet or abstract) in the search engine results pages (SERP).

To give webmasters the option to specify that the Open Directory Project content should not be used for listings of their website, Microsoft introduced in May 2006 the new "NOODP" value for the "robots" element of the meta tags.[18] Google followed in July 2006[19] and Yahoo! in October 2006.[20] The syntax is the same for all search engines who support the tag.

Webmasters can decide if they want to disallow the use of their ODP listing on a per search engine basis Google: Yahoo! MSN and Live Search (via bingbot, previously msnbot): Yahoo! puts content from their own Yahoo! directory next to the ODP listing.

In 2007 they introduced a meta tag that lets web designers opt-out of this.[21] Adding the NOYDIR tag to a page will prevent Yahoo! from displaying Yahoo! Directory titles and abstracts.

For dynamically created web pages, Google proposes the above meta tag which causes fragment URLs (ones that look like "https://web.archive.org/web/20060720204300/http://www.url.com/#xyz" ) to be rewritten and recrawled as "ugly URLs" (i.e.

ones looking like "http://www.url.com/?_escaped_fragment_=xyz" ).

See [22] for more details about the rewriting process.

This rewrite step is a signal to the web site to please provide a simple and full HTML web page that is the result of executing the AJAX or other scripting on the page.

This allows Google and other search engines to collect and index static web pages even when a web page is dynamically created and updated by the browser.

Yahoo! also introduced in May 2007 the attribute value: class="robots-nocontent".[23] This is not a meta tag, but an attribute and value, which can be used throughout Web page tags where needed.

Content of the page where this attribute is being used will be ignored by the Yahoo! crawler and not included in the search engine's index.

Examples for the use of the robots-nocontent tag: Google does not use HTML keyword or meta tag elements for indexing.

The Director of Research at Google, Monika Henzinger, was quoted (in 2002) as saying, "Currently we don't trust metadata because we are afraid of being manipulated." [24] Other search engines developed techniques to penalize Web sites considered to be "cheating the system".

For example, a Web site repeating the same meta keyword several times may have its ranking decreased by a search engine trying to eliminate this practice, though that is unlikely.

It is more likely that a search engine will ignore the meta keyword element completely, and most do regardless of how many words are used in the element.

Google does, however, use meta tag elements for displaying site links.

The title tags are used to create the link in search results: The meta description often appears in Google search results to describe the link: Additionally, enterprise search startup Swiftype considers meta tags as a mechanism for signaling relevancy for their web site search engines, even introducing their own extension called Meta Tags 2.[25] Meta refresh elements can be used to instruct a Web browser to automatically refresh a Web page after a given time interval.

It is also possible to specify an alternative URL and use this technique in order to redirect the user to a different location.

Auto refreshing via a Meta element has been deprecated for more than ten years,[26] and recognized as problematic before that.[26] The W3C suggests that user agents should allow users to disable it, otherwise META refresh should not be used by web pages.

For Internet Explorer's security settings, under the miscellaneous category, meta refresh can be turned off by the user, thereby disabling its redirect ability.

In Mozilla Firefox it can be disabled in the configuration file under the key name "accessibility.blockautorefresh".[27] Many web design tutorials also point out that client-side redirecting tends to interfere with the normal functioning of a Web browser's "back" button.

After being redirected, clicking the back button will cause the user to go back to the redirect page, which redirects them again.

Some modern browsers seem to overcome this problem however, including Safari, Mozilla Firefox and Opera.[citation needed] Auto-redirects via markup (versus server-side redirects) are not in compliance with the W3C's - Web Content Accessibility Guidelines (WCAG) 1.0 (guideline 7.5).[28] Meta elements of the form <meta http-equiv="foo" content="bar"> can be used as alternatives to HTTP headers.

For example, <meta http-equiv="expires" content="Wed, 21 June 2006 14:25:27 GMT"> would tell the browser that the page "expires" on June 21, 2006 at 14:25:27 GMT and that it may safely cache the page until then.

The HTML 4.01 specification optionally allows this tag to be parsed by HTTP servers and set as part of the HTTP response headers,[29] but no web servers currently implement this behavior.[30] Instead, the user agent emulates the behavior for some HTTP headers as if they had been sent in the response header itself.

Some HTML elements and attributes already handle certain pieces of meta data and may be used by authors instead of META to specify those pieces: the TITLE element, the ADDRESS element, the INS and DEL elements, the title attribute, and the cite attribute.[31] An alternative to Meta elements for enhanced subject access within a website is the use of a back-of-book-style index for the website.

See the American Society of Indexers website for an example.

In 1994, ALIWEB, also used an index file to provide the type of information commonly found in meta keywords attributes.

In cases where the content attribute's value is a URL, many authors decide to use a link element with a proper value for its rel attribute as well.[31] For a comparison on when it is best to use HTTP-headers, meta-elements, or attributes in the case of language specification: see here.

Website content writer

A Website content writer or web content writer is a person who specializes in providing relevant content for websites.

Every website has a specific target audience and requires the most relevant content to attract business.

Content should contain keywords (specific business-related terms, which internet users might use in order to search for services or products) aimed towards improving a website's SEO.

Generally, a Website content writer who has got this knowledge of SEO is also referred to as an SEO Content Writer.

Most story pieces are centered on marketing products or services, though this is not always the case.

Some websites are informational only and do not sell a product or service.

These websites are often news sites or blogs.

Informational sites educate the reader with complex information that is easy to understand and retain.

There is a growing demand for skilled web content writing on the Internet.

Quality content often translates into higher revenues for online businesses.

Website owners and managers depend on content writers to perform several major tasks: Website content writing aims for relevance and search-ability.

Relevance means that the website text should be useful and beneficial to readers.

Search-ability indicates usage of keywords to help search engines direct users to websites that meet their search criteria.

There are various ways through which websites come up with article writing, and one of them is outsourcing of the content writing.

However, it is riskier than other options, as not all writers can write content specific to the web.

Content can be written for various purposes in various forms.

The most popular forms of content writing are: The content in website differs based on the product or service it is used for.

Writing online is different from composing and constructing content for printed materials.

Web users tend to scan text instead of reading it closely, skipping what they perceive to be unnecessary information and hunting for what they regard as most relevant.

It is estimated that seventy-nine percent of users scan web content.

It is also reported that it takes twenty-five percent more time to scan content online compared to print content.[1] Web content writers must have the skills to insert paragraphs and headlines containing keywords for search engine optimization, as well as to make sure their composition is clear, to reach their target market.

They need to be skilled writers and good at engaging an audience as well as understanding the needs of web users.

Website content writing is frequently outsourced to external providers, such as individual web copywriters or for larger or more complex projects, a specialized digital marketing agency.

It shall be said that most of the content writers also spend time learning about digital marketing with more focus on Search Engine Optimization, Pay Per Click, Social Media Optimization etc.

so that they can develop right content which can help clients with marketing business easily.

Digital marketing agencies combine copy-writing services with a range of editorial and associated services, that may include brand positioning, message consulting, social media, SEO consulting, developmental and copy editing, proofreading, fact checking, layout, content syndication, and design.

Outsourcing allows businesses to focus on core competencies and to benefit from the specialized knowledge of professional copywriters and editors.

BrandYourself

BrandYourself is a US-based online reputation management company.

It provides software and services to help businesses and individuals out-rank negative search results with new content and websites.

It operates on a freemium model, in which certain tools and services are provided without charge, but also offers paid subscriptions and professional services.

The company was founded in 2010 by three students from Syracuse University.

In 2015, the company featured on the TV show Shark Tank, where it turned down an investment offer from Robert Herjavec.

Some time later, the company's CEO and COO appeared on the BBC show Dragons' Den where they accepted an offer from entrepreneur Peter Jones.[1] BrandYourself was founded by three students from Syracuse University – Pete Kistler, Patrick Ambron, and Evan McGowan-Watson – in 2010.[2] The business was inspired by Kistler's supposed difficulty finding a job as a computer programmer in 2008 due to a drug dealer with the same name.[3][4] His situation attracted attention in the mainstream media.[5] NPR said the story about the computer programmer Kistler being confused for the drug dealer became "the Internet's approximation of truth" through repetition, but they were unable to find any drug dealers named Pete Kistler.[3] Shortly after the company's foundation, they raised $300,000 via a seed funding round.

In 2012, BrandYourself completed a round of venture capital funding, this time for $1.2 million.[6] Investors in the round included Zelkova Ventures and two angel investors, Barney Pell and Carl Schramm.

Pell is the former head search strategist at Microsoft, while Carl Schramm is the former CEO of the Kauffman Foundation.[7] BrandYourself announced they had closed a Series A round in 2014, with the round totaling $3.3 million.[8] In 2015, BrandYourself co-founder Ambron appeared on the TV show Shark Tank, in an attempt to raise capital for the company.

He stated in interviews that he aimed to raise $2 million for 13% stake in the company.[9] Robert Herjavec made an proposal to invest in the reputation management firm, agreeing to invest the required $2 million, but for 25% stake in the business.

The offer made by Herjavec was one of the biggest offers made on the show at the time.

Ambron ultimately turned down the offer.[10] Following the appearance on Shark Tank, Ambron was subsequently interviewed by Heavy and gave reasons why the deal was rejected.

Ambron stated, "while [Herjavec] was the right Shark, his deal just wasn’t the right deal.

Robert offered $2 million for 25% of the company.

The problem was we had just raised money that valued the company at double that.

Out of fairness to investors, we couldn't accept."[11] Between the filming of the show and it appearing on TV in 2014, the company reported additional growth.

At the time of filming, BrandYourself reported $2 million in revenue, but by the time the show aired in 2015, they had "almost tripled" their revenue.

In this time period, the company had also grown from 40 employees to over 70.[11] In 2016, BrandYourself announced an extension of their Series A, raising an additional $2 million of capital.

The round was backed by New Atlantic Ventures, FF Angels, and Barney Pell.

Ambron stated in TechCrunch that the company was profitable at the time of the extended Series A.

He said that the company wanted to use the funds to expand BrandYourself's product lineup.[8] BrandYourself started as an online self-service tool for online reputation management with features that helped create websites intended to out-rank those with negative information in certain searches.

It operates on a freemium model where certain services are free, but additional features are available for $10 a month.[12] In May 2012, it set up a service that attempts to track who is making Google searches for a company or person using the service.[13][14] Later that year it introduced a tool that evaluates Facebook, LinkedIn and company pages and provides suggestions on how to improve their search engine optimization.[15] In 2013 the company, initially focused on students and small businesses with smaller budgets, began to compete more directly with its larger competitors by adding professional services.

It also added a new user interface for its software and other improvements.[16] Patrick Ambron stated in an interview that the exposure from Shark Tank led to the professional services side of the business growing its revenue by $1 million within a matter of months after the show aired.[9] As of May 2017, BrandYourself's product had 500,000 users and 30,000 paying subscribers.[17] Syracuse University and Johns Hopkins University use it for their students.[3][4] In 2017, the company started offering the service to secondary school students and their parents as they prepare to apply to colleges and universities.[18] In March 2018, BrandYourself introduced artificial intelligence software that scans a user's social media profiles and detects any comments, photos, and posts that may potentially be viewed in a negative light.[19] According to the company, it uses the same algorithms used by potential employers to alert users to problematic content.[20] By April 2018, BrandYourself's total of number of users served had grown to almost 1 million.[21]

Bae Jong-ok

Bae Jong-ok (born May 13, 1964) is a South Korean actress.[1][2][3][4] She debuted as a TV actress after she was recruited by KBS,[5] and has since been active in both film and television.

While concurrently maintaining an acting career, Bae completed a doctorate at Korea University.

Her thesis was on the correlation between production crews and reactions of netizens.[6] She has taught Theater and Film Studies at Chung-Ang University as a visiting professor since 2003.[7] Bae married a pilot in 1994, but the couple divorced in 1996.

She has a daughter studying in the United States.[8] Bae adheres to a pescatarian diet.[9] *Note: the whole list is referenced.[10]

Can Seo

Can Seo was a television series teaching Scottish Gaelic that started broadcasting in 1979 on BBC1 Scotland.

The programme lasted for 20 weeks and a textbook, cassette and vinyl LP were produced to accompany the series.

'Can Seo' means 'Say This' in Scottish Gaelic.

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Improve Your Self Image � Improve your ...

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A regular mImprove Your Self Image � Improve your BusinessHow you see yourself and feel about yourself is vital to your success and happiness.

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A regular mental workout will keep your self-image in shape.Self ImageThis is a generally neglected area in people�s life.

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Learn how to improve your self-image by putting the following steps into practice.

When you apply these principles on a daily basis you will see amazing results.Self-diagnosisMake a list of all the negative thoughts you have about yourself.

Things like �I get up to late, my office is always a mess, I procrastinate, I am no good at this, what if it doesn�t work?� etc.

When you have finished write another list including everything you like about yourself.

Make this list longer than the first.

Only use positive language.

�I am a good listener, I dress well, I am always on time� etc.

Now take every item on your negative list and create its positive opposite.

�I get up late� becomes �I can get up early�.

This new list becomes your active List for Improvement.

This is a very important step.

The brain will accept as true all the information you feed itDecide on your new Self ImageNow that you have an improvement list, create a new image for yourself.

Regularly visualize yourself doing and being everything on your list.

Vividly depict the areas of your life you are changing or improving.

When you go to bed at night spend 5-10 minutes watching the new you.

You may be thinner, have a new car, incredible income, fantastic friends and social life.

These mental images retrain your self-image and reinforce your desires.

The brain doesn�t know the difference between what is real and what is vividly imagined.

You can turn your desired images into reality.

Decide you want a new image and get busy mentally creating it.Focus on success.Keep a daily diary listing all your successes.

As you progress the number of entries will grow Your self-image will strengthen and mirror your list of improvements, giving positive reinforcement to the new you.

Work in the PresentMany people dwell on past mistakes or worry about the future.

NOW is the only moment you can control.

Chris Widener says that time is more important than money.

We can always make more money, but we can never make more time.

You can more forward at a much faster pace if you concentrate on what you can achieve now.Have a Life PlanThere are numerous cd�s and books devoted to the importance of goal setting and how to accomplish it.

If you don�t have at least one I suggest you start buying NOW.Make your plan in three sectionsHow I want to be.

Write your list here and add a date when you will achieve each item.What I want to have.

Write a list of things you want to acquire, include photos, and put down the date you intend to have them.What I need to do.

Here write the plan of how you will achieve the above.This is goal setting.

Ensure your goals are genuine desires, realistic and well defined.Affirmations�Every day in Every way I am getting Better and Better�.Busy people don�t have time to reinforce their self-image countless times a day.

Even though this is the fastest way to rejuvenate self-image.

So have flash cards with you, on your desk, in the car, bathroom, next to the bed.

Use short affirmations to trigger positive images in your mind.Set aside time each day to work on your self-development.

With a positive self-image your strength will grow and your weaknesses diminish.

Following the above simple steps involves self-discipline and a desire to achieve success in life.

Be focused and your self-image and business will soar.

Source: Free Articles from ArticlesFactory.com

anti aging and human growth hormone

Dr.

Daniel Rudman, M.D., of the Medical College Of Wisconsin conducted research on the effects of HGH in 1991.� He concluded that HGH could reduce body fat, increase muscle tone, boost your energy level, reduce wrinkle, improve sleep, improve sex drive, improve the immune system, lower cholesterol levels, and improve memory.

natural remedies help to improve your memory

There are a number of ways in which you can improve your memory.

A few of the most widespread ways people decide to improve memory is by eating nuts and almonds.

However, one among the most excellent ways to improve your memory power is supplement of�fish oil.

There are a number of ways in which you can improve your memory.

A few of the most widespread ways people decide to improve memory is by eating nuts and almonds.

However, one among the most excellent ways to improve your memory power is supplement of�fish oil.

Whenever we refer to the fish oil, we are actually talking about the cod�liver oil.� This oil basically is a nutritional supplement which is derived from liver of the cod fish.

This oil in specific is used to create these supplements is due to a specific fatty acid which is in the omega 3 fatty acid.

One of the�important fatty acid�found in the omega-3 fatty acid�are known for the DHA, this same fat is there in our brain as well, in fact it approximately represents one quarter of tissues present in the brain.

� The first offering of DHA fats comes from our mother�s when in uterus but after that our body produces more of that, which means that it comes from the food we consume.

�However,�if your diets do not contain sufficient DHA fats, then brain goes in overtime and replaces it with another kind of fat known as LPD, and it is just the starting memory problem.

The reason why fat DPA causes the memory problems is that it is the most solid of fat compared to DHA.

What it means is when trying to overtake neurons of the cells to fight to use the membrane with like facility, it causes communication breakdown in the brain cells.

Not only this will affect memory, but lack of fats in the brain like DHA can even lead to depression, poor concentration, bipolar, schizophrenia, anxiety, and many other mental health troubles.

� You may surprise why you�re suggested to consume the natural remedies like fish�oil supplements�in order to improve memory rather than just eating fish to maintain sufficient levels of DHA fats.

Ideally you need to consume 1000 mg Omega 3 every day.

And if you will eat fish to get the desired DHA fats, then this would not be possible and practical for most of us as it is a costly affair and it will become boring to eat the same thing every day.

� Cod oil on the whole helps to improve memory power by reducing recall times as well as long time memory loss.

The capsules of cod oil don�t have any side effects and are thus completely safe to eat.

Medical professionals recommend the use of this capsule since it doesn�t have any side effects and it will not damage a person�s health in any possible manner.

It�s so safe that pregnant women can also consume these capsules.

Two capsules in a day are sufficient to enhance your health and regular usage of this capsule definitely will show positive results in a short time period.

� While cod oil aids in sharpening memory, improving eyesight and boosting the immune system, it is useful for health on the whole.

It�s major users still are those wanting to�improve memory power.

the truth about how to improve gas mileage

With the ever increasing cost of gas with no end in sight, a vast majority of individuals are searching for the best ways to improve gas mileage.

There is a growing consensus among leading experts that predict that the current price of gas may continue to rise dramatically if conditions do not improve in the middle east.

To combat this growing problem, we all need to do what we can to improve our gas mileage in our vehicles.

Learn more now...

what does it mean to self improve

Self Improvement has become mainstream.

But what does it really mean to "Self Improve?" What are we really improving when we self improve? In this article, discover the difference between self improvement and healing.

how to improve concentration and mental alertness

If you are able to learn how to develop your concentration level or what are the exercises that help you to improve your concentration, you are on the right track to improve your personality.

why easier cardio isnt better cardio

It's no question that technique can improve performance.

�But improving performance doesn't mean you improve capability.

�Find out why you need to improve capability to improve your cardio.

best way to improve your memory power

There a number of different ways in which one can improve their memory.

Some of the most common ways people chose to improve their memory is by consuming almonds and nuts.

However one of the best ways to improve memory power is supplements of fish oil.When we refer to fish oil of course we are in fact talking about cod liver oil.� Cod liver oil is basically a nutritional supplement that is derived from the liver of a cod fish.

The reason cod liver oil in particular is used to make these supplements is because of a certain fatty acid that is in its omega 3 fatty acids.

One of the essential fatty acids found in omega-3 fatty acids are known for their DHA, this same fat that is present in our brain too, in fact it represents approximately one quarter of the tissues in the brain.Our first initial offering of DHA fat comes from our mother when in utero but after that the body creates more of the same, which means it comes through all the food you consumer.

�However �If your diet does not contain �enough DHA fats, then the brain goes into overtime and replace it with another type of fat called LPD, and this is just the beginning memory problems.

The reason fat DPA cause memory problems because it is the most rigid of fat compared DHA.

What this means is that when trying to pass neurons of a cell to fight to get through the membrane with equal facility, causing a communication breakdown in brain cells.

And not only this can affect memory, lack of fat in the brain DHA can also lead to poor concentration, depression, anxiety, bipolar, schizophrenia and a host of other mental health problems.You may wonder why you are advised to consume fish oil supplements to improve memory instead of just eating fish in order to maintain adequate levels of DHA fat ideally need to consume Omega 3 1000 mg per day.

That is because if you where to eat fish, then this would mean the impact of eating fish every day, which is both not practical and possible for �most it would become a costly system and boring to eat after some time.Cod liver oil on a whole helps improve memory by reducing recall time and long term memory loss.

These capsules have no side effects of any sorts and are thus perfectly safe to consume.

Medical professionals advise the usage of this capsule too since it has no side effects and will not harm an individual�s health in any manner possible.

It is so safe that even pregnant women can consume these tablets.

Two capsules twice a day is more than enough to enhance one�s health and regular use of this capsule will definitely show positive results over a short period of time.While cod oil helps in sharpening memory, improves eyesight and boosts the immune system and is beneficial for your health on a whole it�s major users are still those looking to Improve memory power.

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Discover how it can improve your prosperity!!! Improve your manifesting, enjoy synchronicities, dramatically improve your luck!

how to improve gas mileage improve gas mileage tip 1

I once bought a perfectly good used car for less than what it now costs to fill up the gas tank! And, it's getting worse every day.

I can't afford this - can you? This article is the first in a series of articles designed to show you easy steps you can take - TODAY to improve gas mileage and save money at the pumps.

eating fresh vegetables to improve your skin

It is said that improvement skin quantity is one of the best ways to improve your appearance.� let's do something to improve your skin.

take a baking course to improve your skills

There are many things you can do to improve your cooking skills.

I think baking is an area that really gets overlooked, maybe because everyone seems to be trying to eat healthier.

But I know for myself that I'd really like to improve my skills at making baked goods.

What about you? Have you decided to improve your baking skills? Do you want to be able to make some of the amazing pastries you see at the store, or are you wanting to work in restaurant, or are you wanting to open your own bakery, or maybe even open a food truck like hordes of them we have here in Austin, Texas.

three simple tips to improve your running

A question I regularly get from readers of my website is the following:"I have been running the same course faster and faster every time.

Lately I can't improve anymore.

What should I do to improve my running?" Read this article to find out which three running tips have helped many of my readers improve their running.

best way to improve memory power

There a lot of different means by which you can improve your memory.

A few of the extremely common ways people choose to improve their memory is by eating nuts and almonds.

However, one among the most excellent ways for this is consumption of fish oil.

one important tip to improve memory power

There is no one that can turn down an opportunity to improve their memory.

The brain is arguably one of the most powerful tools a human being possesses.It's no wonder then that we are only doing ourselves a favor by attempting to improve our memory power.From the time we were born, our brain is responsible for gathering, processing and storing information necessary to us for our continued survival.

There are many supplements to improve memory on the market today, but perhaps one of the highest supplements to improve memory and possibly one of the best supplements fish oil.When we say that fish oil we are of course talking about cod liver oil, The reason the oil from these types of fish isbecause they contain most of the essential fatty acids that are omega-3 fatty acids which are important part of Brain development.

One of the essential fatty acids found in omega-3 fatty acids are known for their DHA, the very fat too is present in our brain, in fact, represents approximately one quarter of the tissues in the brain.We obtain our initial offering of DHA fat from our mother when in utero but after that the body creates more of the same, and this of course means we have to pass through the food we eat.

If you do not eat enough food containing DHA fats present, then it is a kick in the brain, the body replacing it with another type of fat called LPD, and this is just the beginning of memory problems.The reason fat DPA cause memory problems because it is the most rigid of fat compared DHA.

What this means is that when trying to pass neurons of a cell to fight to get through the membrane with equal facility, causing a communication breakdown in brain cells.

And not only this can affect memory, lack of fat in the brain DHA can also lead to poor concentration, depression, anxiety, bipolar, schizophrenia and a host of other mental health problems.The reason you should use fish oil supplements to improve memory over that just eating fish is because in order to maintain adequate levels of DHA fat ideally need to consume Omega 3 1000 mg per day.

If you where to eat fish, then this would mean the impact of eating fish every day, which for most people is not practical because it would first become a costly system and boring, and secondly would mean levels much higher in contaminants like mercury and PCBs that are often in this type of fish.

However, using an additional especially one that has been a cleansing process called molecular distillation and then eliminate these problems.Additionally, as well as using fish oil supplements to improve memory you would in fact be boosting your health in other areas as well, including reducing the likelihood of inflammation problems and also reducing the risk of cardiovascular problems.

So whether you want to Improve your memory power over your over all health, consumption of cod liver oil supplements is the best option for you.

seo trends best practices 2019 stay top google 1711790

If you're struggling with improving your website's ranking and bringing traffic to your business website for improved sales, here are some of the best tips for SEO in 2019 that you need to try today! To run a business or webpage on social media, it is very important to do Search Engine Optimization (SEO).

It helps to drive maximum audience to required webpages by using search engines.

When it comes to search engine optimization, a vast majority of content providers and SEO guides focus on keywords without paying much heed to other elements that contribute.

These other significant elements are discussed below: It is highly significant to motivate users to remain on your website and interact.

The website's search engine positioning plays a vital role in this.

A user friendly website is more likely to strengthen the site's search engine positioning by enhancing the client experience.

That's just SEO in 2019 in a nutshell! User engagement matters! Utilizing keywords to inspire website visitors to navigate through a website is just a major chunk of the story.

Website positioning and user interface to enhance the ease by which users navigate through the website are crucial to a website's ranking.

This will help to improve Google ranking and eventually drive traffic to your website.

Today, all those websites where content is not actually available to a user on searching from the mobile phones, they may not end up at a high rank.

That's where Google SEO guide comes in handy! It works wonders, as it offers a mobile-friendly test which provides a speedy and basic approach to enable users to decide whether the website accommodates a mobile-interface or not.

There are certain aspects which Google SEO guide emphasizes on; Giving users the top class information and that too on the homepage, will attract their attention.

Use of catchy words is another way to drive traffic.

Natural links on other websites are always a good knack for increasing the ranking of a website.

A website should be easily accessible to the google-bots to easily navigate through your content and push it over the top in the search tab.

Introducing trending and catchy words on the website not just makes it simple for users to share the content, but also enhance user experience and eventually result in attaining higher ranks on Google search.

Nowadays, a different pattern is observed in search engines by using voice.

50% of the people will be using their voice to search results.

Many people are not relying on typing their queries in Google search bar but are instead using the voice assisted search options.

There are certain devices which assist this feature and are becoming popular among people across the globe.

It has been noted that almost half of the searches on Google are about local information.

People look for local shops, the opening hours, addresses and phone numbers.

The SEO strategies are now designed to attract and assist such users.

With the advent of vlogging culture, people are more inclined towards sharing video content hence there is a dire shift in SEO trends to enhance the performance of video related content.

Strategies are being designed to optimize videos on social media to promote businesses

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how improve seo ranking e commerce website hiring seo company 1695691

E-commerce SEO is a tricky task when every other retailer and manufacturer is aiming to reach the market through digital media.

Gaining trust and showcasing the credibility of the product you sell is the sole strategy of any e-commerce business.

However, diverting organic traffic to the website is still a head-scratcher.

It is customary for a digital marketing agency to understand the wide range of audience to be targeted and their likes and dislikes.

This builds the foundation of any strategy and eliminates the chances of errors.

With this write-up let's understand how a business can divert more traffic to an e-commerce website, 1.

Link building For SEO to boost up, link building from an authenticated and reputed source is a must.

Google has spiders that run through the web with a lightning speed and verify the authenticity of the backlink.

If the link is from a reputed source then the website gets linked at a higher position.

However, link spamming is not appreciated by the Webmaster and can affect a lot adversely than expected.

2.

Dynamic meta descriptions One of the essential aspects of the best SEO services is writing the engaging meta descriptions.

This is what appeals to the customer before they even visit your website.

Although the bots do not read it yet they are displayed in the search engine results which means after the URL and title, this is the first thing that your potential audience will read.

Therefore, the best option is to write encircling descriptions for similar products.

3.

Write a unique product description After the algorithms have been introduced in the digital world, one thing has been made clear that duplicated content will not be entertained.

Neither the audience nor will the search engine touch the site that copies the content.

Therefore, it is required to abide by the guidelines of the webmaster and write unique content as a part of digital marketing strategy.

4.

Introduce pagination to the website Having an e-commerce website is not a piece of cake.

One has to manage thousands of products on a single page but that is not an excuse for putting the customer through the same effort.

Expecting the customer to load all the products at once and surf through the grid to find the single product he is looking for is a lot to ask.

Therefore, the pages must be categorized for the buyer to make a filtered search.

5.

Integrate schematic markup If you want more impression rate and get a great number of clicks on your website then all you have to do is integrate the code of the snippet.

The SEO company finds it a superior way to showcase the product ratings and descriptions in the search results.

Thus, offering something extra to the customers so that they become attracted to buying your products.

6.

Give more important to speed and social connections The SEO campaign can only be successful if the customers visiting the website can load the pages easily.

Moreover, if they can connect with you on social media and find some good reviews and recommendation then it broadens the silver linings.

The more the speed, the better impression on the customer.

And the greater social media updates better deeper is the connection with the audience as well as with the search engine.

Conclusion It is better to consider the top-notch search engine optimization company for better results and guides.

This will get the website a better indexing and more organic traffic.

Thus, helping one fetch more business.

how improve ranking through search engine optimization 1770711

Content is one of the topmost factors when it comes to achieving quality ranking along with other factors.

Let's take a look at them below.

Focusing on Content Content is probably the most important factor in driving ranking for search engines.

If content can be specifically created for a specific set of customers, then that content will surely improve the ranking of the website.

And if the content is properly SEO optimized, then it will surely be a rewarding factor for your website.

If someone is looking to optimize the content or improve ranking by adding relevant and powerful content, then they must consult the best digital marketing company in Kolkata.

Certain things should be kept in mind while doing content marketing.

Relevant names to attached links While inserting links on a website, one should keep in mind that a link without a proper name has no SEO value.

So whenever a link is used, it is advised to include a descriptive keyword for that particular link.

In that way, the readers will know what the link is about and it will also add value to the content.

Not only for readers' convenience, but a proper name tag will improve the chances of getting a better rank in search engine results because of this.

Mobile Optimization It is important to optimize the contents of the website for mobile as well.

Because currently, many use their mobile phones to access the contents of the internet.

If a website can be properly optimized for mobile, it automatically will do better in the ranking.

If contents are not optimized for mobiles, it may hurt a company's conversion rate as well.

Hence, this is a very important element of SEO.

Social sharing button Now it has become a custom to include social sharing buttons for your content.

Users always look to share content via social media.

So giving them that opportunity will certainly improve the cause of getting a better rank.

Also, because of this, a large number of people will be directed to the social media pages.

That means a boost in visitors, which subsequently will make a positive effect on ranking.

To have a better idea of how to improve ranking using social media, one should look forward to getting help from the best digital marketing company in Kolkata .

Keyword research tools Keyword research is another important aspect of SEO.

But it is not always easy to come up with the best keywords for particular content.

For this reason, it is advisable to use various keyword research tools that are available online.

These tools will give a very clear picture of which keyword one should target if one intends to improve ranking.

Many of these keyword research tools are free and will give a great opportunity for budding SEO specialists to do better in their job.

These are some of the key factors when someone is looking to get better rankings on search engines.

These techniques are practiced by the best digital company in Kolkata.

So, if someone is interested in these, they should get in touch with the company.

how we see seo evolving 2020 1761020

What Is The Future Of SEO? SEO or search engine optimisation is one field that is constantly changing and growing.

This is due to the fact that it is dependent on the Google algorithm and Google is always working on and improving its algorithm to improve its search engine results.

Now, if you are doing SEO or plan to do SEO in the future, then it is imperative that you keep up with these changes if you want your website to continue to rank.

We will now take a look at where SEO is headed and what you can expect.

First of all, Google is known to not be fond of SEOs, so they are constantly tweaking their algorithm to find websites run by SEOs who are trying to game their algorithm.

This will definitely continue this into the future and it is important that you change your mindset from being an SEO and trying to outsmart Google.

Instead, you should work with Google, pay close attention to what they want and strive to optimise your website so it meets their requirements.

Once you continuously do this, your website or websites will have a much higher chance of remaining penalty free and continue to receive free search engine traffic.

Next, Google has started placing emphasis on expertise, authority and trust and this will continue to become more important in the future.

Basically, they want to ensure that their visitors are getting information from websites that are written by experts or people who are qualified to do so in that niche.

So, for example, if you have a fitness website, then you should hire a couple of personal trainers, sports specialists etc to write for your site.

Be sure to include an author box and a short bio of them at the end of each page so that both Google and your readers can see that the information was written by an expert in that field.

Thirdly, voice search is another trend that is growing and will continue to grow.

This is due to the fact that many people are buying voice controlled devices such as Google Dot, Echo, Amazon Fire stick etc.

As a result, they are not typing in their search queries but actually saying them.

So, it is highly recommended that you optimise your site for voice search by optimising it for keywords that people actually speak.

If you get on this trend, you will definitely get a head start on your competition.

Lastly, the final trend that we will look at is the weight of social media engagement.

Basically, legitimate businesses have social media pages and if your site doesn't have one, then this is quite usual.

Also, if you do have a social media page and there is no user engagement on your page, then this is also a red flag for search engines.

As a result, you should not only work on your site but also get traffic to your social media pages.

This will help you to grow your audience as well as boost your SEO rankings.

In closing, we have just looked at a couple of future SEO trends.

If you want to learn more about future trends, be sure to keep track by checking industry blogs and popular SEO social media accounts on a regular basis.

how do seo your own website 1671897

keyword research process improve seo website 1635982

Keyword research is an important process undertaken by the SEO professionals and web administrators to find the most appropriate keywords for a website.

Keywords are those words that are entered by visitors to search for some specific content.

Since the place of your webpages in search listing is utterly important for the website, finding the optimal keywords is very crucial.

By inserting the well researched keyword in your content you will be ensuring good profits from the future organic searches done for your keywords.

Why Keyword research is essential for SEO? The reason for keyword research is how the search engines rank and list web pages.

Search engines can change their search algorithms without any compulsion to inform the web development community.

To handle any sudden changes in search algorithms employed, SEO of a website can be managed by adding the relevant and timeless keywords.

Keyword research keeps a website administrator ready for such unanticipated situations.

When keyword research is an integral activity of website development, the web development team is always ready for SEO challenges.

Stages of Keyword Research Process Primarily keyword research is done in below mentioned three stages- Keyword Research and Impact on Website

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do need seo how much revenue can seo generate my business 1583306

I usually get asked this question often; why do I need SEO? Will it increase my sales? How much will sales increase? How much revenue SEO can generate? If you are thinking of SEO or if you already have a SEO consultant working for you, you need to read this article.

Of course, you must have website to take advantage of search engine optimization.

If you have a website, can you making any revenue from website? If your business has website but your primarily customer do not purchase from website, that means you are losing big advantage of the internet.

If you wish to sell your product or services to millions of users searching on Google, Bing and Yahoo, you must utilize search engine optimization.

Internet usage will continue to grow as the world migrates online.

If you want access to the mass market of internet users searching for your products and services through your website.

searching on for product or services to end up on your website, you need an good SEO consultant.

Now for the 2nd question which is little more complicated; how much revenue or sales your business can get from SEO.

First of all, let us make it very clear SEO is not a magic trick; if you hire an good SEO consultant, it will take him time to get you a response.

Google says you must give 4 months to year to SEO consultant to improve your website ranking.

As we are talking about ROI (Return on investment from SEO) I would also like to add that search engine optimization just do not mean improving ranking in search engine, a good SEO consultant will improve overall performance of your website for example making sure your website is mobile friendly, working with developer and designer to make sure it is free of errors.

A good SEO consultant will improve the whole website ensuring it is mobile friendly website, has good navigation; improve content and building a great brand.

Before you hire a search engine optimization consultant, you must try to find out how much your SEO consultant knows or is willing to learn about your business.

Your seo consultant must be aware of your business model, customer base and even your competition.

Now back to ROI, compare investment of SEO with other forms of traditional advertisements you are using; what is the target audience of traditional advertisements.

SEO costs less than advertising with TV, Radio, News Papers or Flyers, but as more and more users are searching for products and services online, ROI from search engine optimization is very high as compared to traditional form of advertisement.

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Local SEO Somerset | +44 7976 625722

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