What is SEO?
A Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Typically, the earlier a site appears in the search results list, the more visitors it will receive from the search engine. SEO may target different kinds of search, including image search, local search, and industry, product or service specific searches which can be narrowed down to targeted demographics.
As an Internet marketing strategy, our Fort Lauderdale based SEO and marketing company considers what people search for. Optimizing a website involves editing its content and HTML coding to both increase its relevance to specific keywords or key phrases and to remove barriers to the indexing activities of search engines to your site's information. But there are thousands of components to having a properly optimized page which needs to be done manually by experts who understand the latest algorithm changes. Algorithms which are parameters written by the search engine companies dictate when you will be placed in the organic ranking for a variety of search words, and long tail search phrases. Your SEO company must educate themselves daily on the latest algorithm changes (such as the various Penguin or Panda updates) to keep you progressing in the rankings or maintaining your top positioning. Too often we take on new clients that had their ranking plummet due to the lack of current algorithm knowledge by their old SEO firm who employed old SEO techniques.
The acronym "SEO" can also refer to "search engine optimizers," a term adopted by an industry of consultants who carry out optimization projects on behalf of clients. Search engine optimizers may offer SEO as a stand-alone service or as a part of a broader marketing campaign or web service. Because effective SEO may require changes to the HTML source code of a site, SEO tactics may be incorporated into website development and design. The term "search engine friendly" may be used to describe web site designs, menus, coding, links, content and site structure. There may be different levels of SEO depending on the your objectives, budget or geographic saturation.
A Work Of Art, Inc., a Fort Lauderdale SEO and web design company based in Fort Lauderdale and Coral Springs, Florida began optimizing sites for search engines in the early 1990's, as the first search engines were cataloging the early Web. Initially, all a webmaster needed to do was submit a page, or URL, to the various engines which would send a spider to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The 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 web page, such as the words it contains and where these are located, as well as any weight for specific words, as well as any and all links the page contains, which are then placed into a scheduler for crawling at a later date.
Early versions of search algorithms relied on webmaster-provided information such as the keyword meta tag, or index files in engine. Meta tags provide a guide to each page's content. But using meta data to index pages was found to be less than reliable 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. Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engines.
By relying so much on factors 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. Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search, allowing those results to be false would turn 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.
Page and Brin founded Google in 1998. Google attracted a loyal following among the growing number of Internet users, who liked its simple design. 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. In recent years major search engines have begun to rely more heavily on off-web factors such as the age, sex, location, and search history of people conducting searches in order to further refine results.
By 2007, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites using more than 200 different signals. The three leading search engines, Google, Yahoo and Microsoft's Live Search, do not disclose the algorithms they use to rank pages. Today the algorithms change very rapidly and SEO has evolved into a completely different definition and service than it was even just a year ago with Penguin, Panda and Hummingbird. More dramatic changes are coming and we already are seeing how important branding is in the new changes.
The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoo's paid inclusion program has drawn criticism from advertisers and competitors. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.
Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.White hat
SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Some industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. 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.
An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical. Our Fort Lauderdale SEO company only emplys white hat SEO strategies and techniques.
As a marketing strategy
Eye tracking studies have shown that searchers scan a search results page from top to bottom and left to right (for left to right languages), looking for a relevant result. Placement at or near the top of the rankings therefore increases the number of searchers who will visit a site. However, more search engine referrals does not guarantee more sales. SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator's goals. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, providing unique useful information that gains the trust of visitors, giving visitors something to use to their benefit all of which improve a site's conversion rate.
SEO generates a substantial return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of positioning, continued placement, referrals or revenue growth based on search results alone. Due to this lack of guarantees and certainty, our Fort Lauderdale SEO company provides highly effective strategies for businesses incorporating other marketing strategies as part of their overall campaigns such as pay-per-click Google ad campaigns, social media and other internet advertising srtategies.in major search engines with the top key phrases in your industry. We identify the exact market you want to reach - then communicate with them and market to them in unique and creative ways.