Search Engine Optimization encompasses a wide range of techniques to enhance the visibility of a website among the search engines, majorly targeted at Google, as a part of Digital Marketing. This is one of the vastly availed techniques from digital marketing companies integrated into the business strategies to facilitate better results and online success.
TYPES OF SEO:
Search Engine Optimization can be categorized in two different ways. The first categorization is based on the type of Search Engine Optimization whether it is done off-page or on-page. The classification is simple:
On Page SEO
Off Page SEO
ON PAGE AND OFF PAGE SEO
As the names themselves indicate, the first one On Page SEO deals with the kinds of SEO techniques which are applied for and in the website. This technique again has a number of techniques like website structural optimization, on page content optimization etc.
You can now easily guess what Off Page SEO means. It deals with the application of techniques that would enhance the page rank and visibility of a website among the search engines off the site. Some techniques like keyword research process which are later used in Ad campaigns, planning of campaigns and execution are part of this off page optimization.
WHITE HAT AND BLACK HAT SEO:
SEO techniques classified on the basis of ethical protocols of the search engines like Google are White Hat and Black Hat SEOs.
White Hat SEO comprises of the techniques which follow the guidelines and protocols suggested by the search engines like Google. This method not only focuses on following the guidelines, but it aims at providing what an average user looks for in a website rather than just concentrating in entering the good books of a search engine. White Hat SEO, though a slow-yielding process, is always the best and genuine process of optimizing a website.
On the other hand, Black Hat SEO is a collection of unethical or simply search engine unapproved techniques that are used by some in order to facilitate fast achievement of reputation and page rank. These techniques are always risky as there is a high chance of the search engines penalizing the website for using them. With the new Google algorithms like hummingbird and penguin, the Black Hat SEO techniques have become more vulnerable and websites could easily be penalized.
THE MAJOR SEO TECHNIQUES:
The following are the variety of SEO techniques that would enhance site visibility, increase the page rankings and bring a website to the top.
- Website structure optimization techniques
- Keyword Research Process
- On Page Content Optimization
- Planning of Campaigns and Execution
It is essential that every SEO service mentioned above must be implemented by an SEO company effectively to achieve success in optimizing the website both on and off the page.