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Search engine optimization (SEO) specialist improve the number and quality of visitors to a web site from
natural or organic search results, which are usually considered the
numbered listings to the left of a search engine search. In effect, SEO is marketing by appealing
to search engines algorithms to increase search engine relevance and then to human visitors.
Search engine optimization is available as a stand-alone service or as part of a larger marketing
campaign, that might include Pay-Per-Click management and linking. SEO requires making changes to
source code of a site, it is most effective when used at the start of site
design.
SEO's began optimizing sites for search engines in the mid-1990s, as the first search engines were cataloging the early Web. Initially, all a webmaster needed to do was submit a site to the various engines which would run spiders, programs that "crawled" a page and stored the collected data in a database.
The SEO process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various information about the page, such as the words it contains and where these are located, as well as any weight for specific words,
and links the page contains, which are then placed into a scheduler for crawling at a later date.
SEOs influence a page's rank through several factors:
Keywords in title
Keywords in links
Keywords in text
Link popularity
PageRank for Google
Keywords in H1,H2 and H3 Tags
Linkings within site structure
Name of Page
"White Hat" SEO
SEO method is"White hat" when it meets search engines' guidelines with no
tricks. In short, the content indexed by the search engines should be the
same as that seen by the web user without redirects or hidden scripts. White Hat
SEO's make content easily accessible to spiders, rather than trying to
trick the search engines. White hat SEO is web development that promotes
access.
"Black Hat" SEO
"Black hat" SEO are methods that involve deception, including text hidden
in either as text colored similar to the background, or invisible. Black
Hat SEO's also redirect users from a page that is built for search engines to one that is more human friendly.
Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms or by a manual review of a site.
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