The concept of SEO has been here for a while. Many businesses are in a conundrum that whether to use SEO techniques or not. By not using SEO, might save them some budget, but in the long run, it is going to affect their business badly.
If SEO of a website is not done properly, the website gets degraded gradually and gets placed at the very last pages of Search results making it non-existent to the users. So, the importance of SEO cannot be undermined as it helps businesses in improving sales and marketing techniques. Let us first get some knowledge about SEO in brief.
What is SEO?
- SEO is the abbreviation for (Search Engine Optimization). SEO is a technique used by digital marketers to improve the ranking of the website in search engine results. SEO enhances the quality as well as the quantity of traffic on the website. Various techniques used for SEO are keyword placements, content creation, backlinking etc.
- Imagine the search engine as a huge library having billions of websites. When the user makes a search on the internet, search engines like Google provides the most relevant websites at the top. So how does it work? Search engines have crawlers that crawl through websites gathering the details of the websites and raking them in its database.
- Whenever a user makes a search, search engine first matches the keywords with its database and shows the best results at the top. But it is very difficult to understand the algorithm as it is constantly changing and sometimes even Google’s products and services are placed low in the search results. Imagine how difficult it would be for other organization to get good rankings in searches.
Types of SEO
SEO can be categorized into following two types on the basis of authenticity: White Hat Seo and Black Hat SEO. Let us discuss them in brief.
- White Hat SEO
• White Hat SEO is the SEO technique that utilizes the ethical techniques in attracting Traffic towards your website. White Hat SEO can be done by good content marketing, link generation or backlinking. In the case of white hat SEO, you cannot expect a huge flow of traffic in a short time.
• The traffic increases slowly and gradually but the traffic is of good quality and long lasting
2. Black Hat SEO
• Black hand SEO, on the other hand, is a technique of generating traffic on the website that violates the search engine’s term of service. In other words, this technique is unethical and can lead to permanent ban your website. Black Hat SEO involves techniques like keyword stuffing, fake links etc.
• The traffic generates from Black Hat SEO is unpredictable. Sometimes low sometimes very high.
• The traffic generated from black hat SEO is of low quality and is for short-term only.
It is always advised to use white hat SEO to generate sustained and organic traffic to any website. White hat SEO takes more time to generate traffic but it is a reliable and healthy way to generate traffic. On the other hand, black hat SEO may or may get you huge traffic in short period of time but the traffic is only for short period of time as it is generated from unethical techniques and spams. Google’s algorithm is capable enough to identify black hat techniques and your website rank will fall considerably. Also, there is a pretty good chance that your domain can get suspended or your website can be blacklisted by Google.
On-Page and Off-Page SEO
SEO is broadly classified into two types- on-page SEO and off-page SEO. The on-page SEO technique is performed on the blog or website itself. The techniques involved in on-page SEO are title tags, keywords optimizations, meta tag description and many more. On -page SEO does not require any external interference. On the other hand in off-page SEO, optimization is done outside the website or the blog. It involves techniques like link building, backlinking, blogger outreach etc.
Some of the applications of SEO are:
- It improves traffic on the website. SEO is all about content. Creating a good, relevant and fresh content improves SEO and traffic on the website.
- It improves the quality and quantity of organic traffic.
- It helps in ranking you higher in the Search Engine Result Page.
- It helps you in ranking your website for specific keywords.
- It helps in improving the sales, outreach, and CTR (Click Through Rate) of the website.
Final Thoughts
In this article, we discussed what is SEO and what is the importance of SEO. SEO and digital marketing are helping to understand the customer behavior better than before. Thus SEO and digital marketers must not confine themselves to the traditional methods and must constantly adapt to the new changes in the technology.
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