Search Engine Optimization: A Tool For Web Content DevelopersSearch Engine Optimization: A Tool For Web Content Developers

Search Engine Optimization is a means of enhancing the visibility of a website or webpage in search engines via the organic search results. This is done because the higher a website appears on the search pages, the more visitors there are likely to look into the website. A website can be edited to increase the appearance of certain keywords and remove obstacles to the indexing activities of the search engines. A site can also be promoted by including the link of that site in some other websites.

There are two broad categories of search engine optimization techniques: the white hat and the black hat. The white hat technique with the search engine's guidelines and is not designed to mislead. It is designed to create content for the readers and not for the search engines. Black hat technique on the other hand tries to improve rankings in ways that do not follow the rules of the search engines. It is done by using hidden texts or by directing to a different page upon clicking. This is commonly known as cloaking. Search engines search out these pages using black hat technique and penalize them either by deleting them from their lists or by reducing their rankings.

Getting one's website to the top of the search engines' lists can either be free or not. A website owner, if knowledgeable can do the SEO techniques himself/herself. Keywords can be put in bold letter or in italics. Also, using the H1 and H2 tags for the primary and secondary keywords can also put value into the search algorithm. However, this should not be overdone as this will constitute spamdexing or web spam already.

There are also companies who offer SEO services to website owners for a fee. They are experts in the field and they know how to let the website attain the necessary requirements to be at the top of the search results page. They know how to maximize the white hat technique. They are also knowledgeable on how to prevent the black hat technique which can get the website demoted or even banned.

There are also known limitations of the search engine optimization techniques. Online forms and content contained therein can't be searched. Poor links structures will also not be searched. Texts not in HTML format are also skipped. Only specified keywords and not its derivatives are included in the search. Spelling variations due to language subtleties are also not searched. Differences in national languages can also hinder the search process. Also, great website content may be left unnoticed just because it was not discovered by the search engines.

For great content to be popular among searches, it must satisfy the needs of the users. A web content writer must be able to understand how users search the internet. Some users already know the specific website and they will just type it in the search engine's query field to lead them to the correct URL. Some search for information about anything under the sun. These are considered non-transactional information. Searches are primarily to get quick answers or for ego-searching purposes only. Others search to get commercial information while others do transactional searches to complete a task, to purchase online or identify a local business.
by Robert Corter
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