Search engine optimization or SEO, as it’s popularly called, is the art and science of increasing the amount and quality of site traffic from search engines, usually through on-page optimization and pay-per-click advertising. Search engine optimization is very different from web design and development. In fact, SEO Consultants isn’t strictly web designers and developers – they work with clients who need assistance with SEO, but whose primary concern is creating a visually attractive website that will draw visitors to the site. SEO Consultants uses a wide range of technical skills, including writing HTML, creating site maps, and working with directories and other websites to improve the SERPs for their clients.
Web design and development refer more generally to the art and science of making a website easy to navigate and make the most of its unique properties, such as keywords and images. SEO Consultants work with a client to improve the quality of the website and bring it to the top of the SERPs. Search engines algorithm changes frequently, and only an SEO Consultant can recognize which of these changes are important to your business and which might affect your bottom line. Web design and development deals more specifically with how to make a website attractive to search engines, and the specific tactics involved.
Search engine optimization techniques vary according to the purpose of the website.
Some techniques are geared toward marketing strategies like Pay per click advertising. Other strategies are more directly related to the layout and content of the website itself, such as keyword density and meta-tags. Consultants can also analyze the content of your site, both on its own and in relation to the specific marketing strategy you’re employing, to identify areas where your keywords could be under-used or overused, or where the density of keywords is too much or too low.
On the other hand, “white hat” SEO involves less direct marketing of products and services and includes more natural language analysis. SEO Consultants examines your site for quality, content, and relevancy, then optimize each of these aspects according to what the search engines look for. They look for competitor information and analyze the factors that lead web browsers to the different pages of your site. Sometimes they will even go so far as to build and test new pages in order to determine if your site is being optimized properly. Essentially, white hat search engine optimization involves building a site the right way, not just the SEO way.
On the flip side, “traditional SEO” involves using SEO tactics in order to get a higher ranking in the search results pages. The techniques used in this type of optimization may include pay per click advertising, article submission, directory submissions, and link building. Essentially, this type of SEO is designed to attract the attention of the major web engines, and then to persuade them that your web pages possess a quality that is far above and beyond what others have provided. This type of SEO can be very lucrative, as many websites make hundreds of thousands of dollars each month simply by paying to get listed higher in the search results pages.
One of the most effective SEO techniques is called natural language processing (NLP). Natural Language Processing, or NLP, involves analyzing how people talk, both in person and on the phone, and then using this information to create search engine optimized text. Google released NLP tools to the public in January of 2021. At that time, Google did not yet have an online dictionary. Google later released the extremely popular free online natural language processing dictionary in October of that year. Since its release, millions of internet users all over the world have been able to greatly increase the effectiveness of their online searches by mastering the art of NLP.
In order to achieve high search engine results,
your web design should incorporate techniques such as keyword density, links, and titles. The content in your website will be optimized by these various components. When Google is looking for specific terms in your business, these components will give it the information it needs in order to find your site. Your business success will depend on your ability to optimize your web design.
- Meta tags are also an important component of search engine optimization.
- They tell the search engines what keyword or phrase in your web development will be focused on.
- To improve website rankings, you can include meta tags containing all of the appropriate keywords.