Search engine optimisation refers to the process used to drive quality traffic to your website. This is achieved through various techniques aimed at increasing the visibility of your website by pushing up the site’s rank on the search engine results pages. Top rankings translate into more visitors to your site, thus generating more sales. However, with so much competition today, SEO services employ both ethical and unethical techniques to push up site rankings. The problem that arises here is differentiating between the ethical or white hat and unethical or black hat techniques. Although black hat SEO techniques may give immediate results, the results are not long lasting. Apart from this, Google and other search engines penalize or even ban websites using black hat SEO techniques.
White hat search engine optimisation (SEO) techniques, on the other hand, involve natural, ethical and approved methods of generating traffic, which are compliant with the Google Webmaster Guidelines. Search engine crawlers are programmed to identify both white hat and black hat techniques, so it is advisable that you opt for white hat search engine optimisation to push up search engine results page rankings.
Search Engine Optimisation: White Hat Tactics
SEO services come up with new techniques everyday. Here we will discuss some of the most effective and safe white hat search engine optimisation techniques employed by SEO services to push up website rankings.
- Internal Linking: One of the major reasons for a website’s rank slipping is that search engine crawlers are unable to navigate through the website. Many websites use special scripts for fancy drop down menus. Quite a few of these scripts cannot be read by the crawlers, which results in un-indexed pages. So, if you are using special scripts to add visual appeal or any other type of navigation (which may hinder crawling of your website), make sure you add text links at the bottom of the home page (if not all), which links to all the main internal pages and an internal site map. Internal linking gives a website the look of a cohesive unit and is also search engine friendly.
- Back Linking: Getting other webmasters to link back to your website is a great way of getting additional incoming links to your website. However, when you are back linking, don’t do it with just any site. Link your site only to those sites that are somehow relevant to yours and those that have content that your potential customers would be interested in or which include the keywords you are targeting. Also, having a well reputed, high ranking website link back to your site in a relevant way can actually have a great impact
- Great and Unique Content: Great content does not just refer to doorway pages and other such embellishments. It refers to quality content, which is of interest to prospective clients and which adds value to your website. The richer your website is in high quality content, the more valuable it will be for search engines, users and other webmasters. However, that doesn’t mean you can just fill spaces with random words. Make sure the content is unique and relevant for readers. Also, keep uploading fresh and new content frequently (maybe once every day or maybe a few times during the week).
- Site Optimisation: Site optimisation refers to the process of manipulation of wording, content and site structure for attaining top rankings on the search engine results page. It covers everything, right from creating meta-tags and titles to tweaking website content to maximise search engine effectiveness. However, site optimisation should not be implemented at the cost of detracting from the website’s message or the quality of the content.
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