The one thing that is constant with search engine optimization is that things always changing. The search engines hire the smartest programmers and use very smart algorithms. They are constantly tweaking their system so it produces the most relevant results.
However with this constant algorithmic change, it can be hard to provide consistent page one rankings. So it is important, in fact it’s essential, to keep up with the latest changes and updates from the various search engines.
A technique that has worked well for many years is back linking. Back linking is the way the search engines recognize if a site has authority are not. It looks to see how many other websites are linking to the site. Typically the more back links there are to a given site, the higher the website ranks in the search engines.
Over the past few years more variables have been added to the search engine algorithms such as social media indicators and local search. Social media is now one of the most important aspects to a good search engine optimization campaign. The search engines want to see if other people are talking about your site.
Local marketing has been a big deal recently in the SEO world. Google is now placing more emphasis on local results. Getting ranked in the local results is actually a different process than getting ranked organically in Google. For it’s local algorithm Google looks at various factors such as how often the company’s name, address and phone number are displayed all over the Internet.
In the world of search engine optimization it’s important to never guarantee rankings for a client. The reason is that the search engines are ultimately in charge and they can change their algorithm at any moment. If you are doing SEO for client and Google changes their algorithm you could be left high and dry. That is why it’s best to stay away from guarantees altogether.
There are two main ways to do search engine optimization. One way is called whitehat. It is the slowest but most legitimate way to do search engine optimization. The other way is called Blackhat. Blackhat techniques are considered risky and might even be considered illegal. It is best to not use blackhat techniques on client’s websites. However if you want to test out these techniques on your own websites, that is up to you. It is best to stay safe when working on clients websites and lean toward whitehat as much as possible.
As you can see there is quite a lot of detail that goes into search engine optimization. The most important thing is to stay “above board” and provide the search engines what they are looking for because at the end of the day the sites that follow the rules will rank higher.
Keeping up to date and following SEO blogs is critical for any SEO professional. Another great way to stay up to date is to meet up with other search engine optimization professionals to discuss the latest techniques and to network.