SEO is a form of online marketing and is something that is becoming more and more popular in the business world around us, and as the future continues to shoot forward into the digital age, it's assumed that it will continue to grow and grow. Already one of the main technique that you can use for online marketing to help you out and get your name and brand out there, SEO is something that you need to learn about and understand from the beginning to experiencing it in order to appreciate it and see what it offers. Firstly, SEO stands for Search Engine Optimisation, and it is used to determine the visible ranking of a website that you have within search engines such as Google, Bing and Yahoo, amongst others. Here's what you should know about it.
Technically speaking, the use of online marketing first started coming around as far back as the middle of the 1990s, thought the internet was still growing into something that people understood how to use. Those who were in charge of creating the search engines – very primitive in those days – simply had to use the URL link and connect it to the search engine, created what we know today as a backlink (a link from a search engine to the content).
Those who were using websites quickly realized that using SEO for online marketing would help them get their content to show up first for those who were surfing the web and looking for ways to help themselves out. Yes this is how you promote whatever you want on the internet back then. HTML, the language of search engines and websites, followed along a little later and made the world of online marketing a little more refined. Even in these early days, it was always being understood just how powerful SEO could be in helping both search engines grow in popularity, as well as the companies that used them to their advantage.
As the years passed, search engines began to develop a way to rank the different links in terms of how authoritative they were. This is what made SEO really take off, and it developed the world of backlinks immensely. By 2005, this process was working well and companies were responding well to it, creating a strong online presence by building up their authority online.
As you can imagine, SEO can also be taken advantage of by those who are simply doing whatever they can to create links and index themselves higher on Google and other engines. In 2011, something called the “Panda update” was finally introduced that would penalize companies that were found with duplicate website content. This helped battle this problem a lot, and it put the finishing touches on SEO development in our modern world.
SEO as an Online Marketing Strategy
Search Engine Optimisation, when used correctly and in following all the rules of the search engine, is very effective in creating the right results. It will allow the company to rank itself higher on the list in terms of the keywords that they connect with their web pages. The more popular the keywords are in combination with their company, the better their SEO.
This is made even better by combining SEO with a PPC option (pay per click). It allows for companies to advertise their brand by having their website link pop up at the top of the page in a search engine when those same keywords are typed in. It is a service that the company pays the search engine for, and can be very effective.
The only main issue with this kind of marketing, however, is that there is a lot of turnover for these kinds of advertisement gigs, so it may not always be the best method for long term use. Traditional SEO methods are important to keep up and use effectively.
Most importantly, however, is that in online marketing, links are not everything. It's important to have as many links as possible to get your company's name and reputation promoted, but the content that the keywords appear in – the website content – has to be well written, otherwise potential customers will be turned off by the poor quality once they click on the link.
Whitehat Vs Blackhat SEO
As you can imagine, with something this sophisticated, people have found a way to corrupt the entire process. This is where we must learn about both whitehat and blackhat Search Engine Optimisation techniques. Whitehat techniques involve the methods that we've already talked about: writing quality content and creating reputable links to other reputable websites and ads, etc. It takes longer to build up a reputation this way online, but it also is pretty close to permanent, and the search engines like it.
Blackhat SEO, on the other hand, is when you break the rules of the search engine in order to increase your amount of links and rank higher. This will get your account banned, sometimes permanently, once the authorities find out about it. A good few examples of blackhat SEO are duplicated content on different brand website (mooching off an already established brand), creating a link to one page of content, but then redirecting to a spam page once it's clicked on, creating hard to read text, etc.
On- and Off-Page SEO
Lastly, Search Engine Optimisation can be categorized into two main sections, both of which need to be taken seriously in order for the company to make the most out of their efforts in the long run. On-page SEO is understanding and carefully putting together your website pages that the Search Engine links to. Making the necessary Search Engine acceptable layout of the page highlighted, which you also call SEO-friendly, and an example of these are by putting the right meta tags, html H1 on titles, placing a graphic or images strategically on the page and the over all website linking structure. Also making sure that you carefully incorporate your brand on your product or service so that it is well-received.
Off-page SEO is how popular and linked your entire website is. Search engines at the moment still relies on other websites endorsements for a website to be technically popular in their eyes. So the more endorsement a website gets from other websites determines it's popularity. These is how major search engine's algorythm is programmed at the moment Yes you will want to make sure that your entire website is up to snuff so that you aren't just creating one powerful page and forgetting about the rest of it.
Having a good reputation in both of these is critical if you want to make the right positive impression on the world around you in terms of Search Engine Optimisation and making the most out of it. This is also seen as one of the strongest ways in your online marketing campaign by using Search Engine Optimisation in the world today.