Search Engine Optimization (SEO) is an essential part of Internet Marketing. SEO is a process through which websites can get higher rankings in search results, quality traffic and higher conversions. There are various SEO techniques, of which black hat and White Hat Seo are most commonly practiced. Black hat SEO is an unethical way of website optimization in which keyword stuffing, doorway, cloaking, link farming methods are used. These practices are tempting but temporary and its repercussions are long lasting, such as website ban. Another SEO practice is white hat SEO, which is an ethical way and has enduring effects on the website.
Effective Methods in SEO
The methods used in SEO include on-page and off-page activities. On-page SEO activities are performed on web pages that includes selection and implementation of appropriate keyword phrases; implementation of meta tags, such as unique title tag, keyword tag, alt tag, anchor tag, robots tag, description; creation of quality content using optimum keyword density and special formatting characters like heading tags, bold text style; inter linking with title attributes, creation of non-dynamic urls and sitemaps creation in xml and html formats. However, now-a-days dynamic websites are optimized by using complex Search Engine Optimization technologies and methods, as described:
Off-page SEO activities are not performed on website but elsewhere on the web. It contains entirely link building strategies, such as creating internal and external links, paid advertising, article syndication, and Social Media Optimization (SMO) activities like publishing press releases, blogging, participating in forums, RSS feeds, joining social networking websites.
Emerging SEO Strategies
With the changing market environment, Internet Marketing strategies are also changing speedily. One of the recent significant changes in SEO strategy is the shift of focus from higher rankings to larger conversions, that means higher Return On Investment (ROI) which is the ultimate goal of any business. Furthermore, for indexing and rankings, search engines are giving more importance to rich media content having images, videos and soon will be audio.
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