The SEO came up with the new generation of search engines. Before her, the organization of the links in the results page was alphabetical and in web directories. In the new generation of search engines, positioning has to depend on relevance. This relevance is defined by algorithms, calculations that are used to define how a page is important. One of the most popular search algorithm is Google PageRank.
The factors that influence the placement of the pages are guarded by the search site. But over time, it was possible to identify best practices that can be summarized in using good judgment in the creation and structuring of a website. The SEO also depends on the keyword that is the term you use in a search. Depending on what words you use, different pages are returned in different positions.
The SEO can be divided into two parts. internal factors and external factors. Internal are related to the site. Some examples are clear urls, use of web standards, rational page titles and the proper use of html tags that is language used to build web pages. Already the outside looks at how other sites are related to the site. Examples are amount of links pointing to the site, which sites link the site and the content of the link pointed. Depending on these factors, the pages are punctuated by search engines so that it can determine the relevance of the page and what keywords related to it. Google uses a scoring system from 0 to 10 which is the PageRank.
There is also the dark side of SEO known as Black Hat SEO. In it, they are used techniques that try to trick the algorithms of search engines to improve the positioning of the page as the use of invisible text or display different content for people and search engines. When discovered, the search engines may penalize sites that use these practices diminishing the importance of the site or getting to delete it from your search.
Do not confuse SEO with sponsored links, for the second you can afford to be guaranteed to stand in front of other results and may be up first if you are willing to pay the price.
is the set of strategies in order to enhance and improve the positioning of a website in the pages of natural results (organic) in search engines generating conversions, whether a lead, a purchase, a form submission, query scheduling and others .
The term SEO (English, Search Engine Optimization) also refers to the consulting industry, working on optimization projects and websites of their clients. Some commentators, and also some SEO professionals, break down methods used by practitioners into categories such as "White Hat SEO" (often use methods approved by search engines, such as relevant content building practice and improve the quality of site), or "Black Hat SEO" (use tricks like "cloaking", which is the camouflage of the real content of the page, and spamdexing). The term "spamdexing" (originated from the fusion of spam and indexing) refers to the practice of spam targeted to search engines.
The White Hat techniques practitioners say Black hat make use of methods that are seen as attempts to manipulate the positioning of the results in the Search Engines in their own favor. Practitioners of Black Hat say that all attempts and techniques used to manipulate rankings are legitimate and the type of technique used to achieve the goal of improving the page rank is irrelevant.
The search engines display different kinds of listings on results pages, including: paid advertising on results pages (SERPs - Search Engine Result Pages), advertising content pay per click (pay per click) ads, pay for inclusions search engines and organic search results.
The techniques used in SEO are designed to leverage the goals of a website by improving the number and position of their results in the organic searches for a variety of keywords relevant to the content of the web site. SEO strategies can improve both the number of visitations as the quality of visitors, where quality means visitors conclude the action expected by the site owner (eg. Buy, sign, learn something). Optimization for search systems is usually offered as a standalone professional service, or as part of a Webmarketing project and can be very effective when incorporated in the early development of the design of a website.
In terms of competition, a keyword search term with large volume of results difficult positioning programmatically to organic search and may require an action of paid advertisements or sponsored links; depending on the number of results the cost of an internet marketing strategy can be very expressive. Ranking well in the organic search results can provide the same targeted traffic at a potentially lower cost. Site owners should choose to optimize their sites for organic search, if the cost of optimization is less than the cost of advertising.
Not all sites have identical goals for optimization in search engines. Some want to reach all types of network traffic and can be optimized to search for common phrases. A good strategy for optimization in search systems can work seamlessly with sites that are interested in reaching a large audience, such as periodic newsletters, directory services, guides, or site that displays advertising with a model based on CPM (cost per mile). Many companies try to optimize their sites for large numbers of highly specific keywords that indicate the availability for sale. Optimizations of this kind, with a view to a broad spectrum of search terms, you can prevent the sale of products by generating a large volume of low-quality requests, with a high financial cost, resulting in small volume of sales. Focus quality traffic generates better quality sales, allowing your sales team close more profitable deals. The optimization for search engines can be very effective when used as part of a marketing strategy.
Another illicit practice is to place pages "input" loaded with keywords somewhere customer site. The SEO promises this will make the page more relevant for more queries. This is inherently false since individual pages are rarely be relevant to multiple keywords. Even worse is that these doorway pages often contain hidden links also lead to other SEO clients. These doorways dissipate the link popularity of a site and route it to the SEO and its other clients, which may include sites with unsavory or illegal content.
If you believe you were deceived by an SEO, report it.
No one can guarantee to ranking first on Google.
Beware of SEOs that claim to guarantee rankings, allege a "special relationship" with Google, or advertise a "priority submit" to Google. There is no priority submit for Google. In fact, the only way to submit a site to Google directly is through the Add URL page or by submitting a Sitemap. You can even do this at no cost.
Be careful if a company is secretive or will not clearly explain what you want.
If something is unclear, ask for explanations. If an SEO creates deceptive or misleading content on your behalf, such as doorway pages or "throwaway" domains, your site could be removed from the Google index. Ultimately, you are responsible for the actions of the companies that hire. So it is best to check exactly how they intend to "help" you. If an SEO has FTP access to your server, it must explain all the changes being made to your site.
You should not have a link to an SEO.
Avoid SEOs that talk about the power of "free-for-all" link popularity schemes links or submitting your site to thousands of search engines. Typically, these actions are useless and do not affect your ranking in the results of the major search engines (not in a way that you consider positive).
If in doubt regarding a specific SEO, search the market. Of course, you can do this on Google. Also look for some of the stories appeared in the press, including this article on one particularly aggressive SEO: . While Google does not comment on specific companies, they have found companies that call themselves SEOs and follow practices that clearly exceed the acceptable commercial behavior. Be careful.
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