Search Engine Optimization (SEO) is NOT mysterious. It takes a lot of work and requires conscientious effort to do it well.
SEO tasks in the website construction process:
- Website Structure (order of pages and subpages)
- Titles of Pages and Posts (meta tag)
- File names (URLs of each page)
- Well written copy geared towards people while using keywords and keyword phrases conservatively.
- File names of elements on the website (images, pdfs, video, etc.)
- Internal Links
- Descriptions (meta tag)
- Headings (content formatting)
- Alt Tags (meta tag)
SEO tasks after the website is built:
- Analysis of performance
- Editing copy
- Writing new copy (pages and blog posts)
- Creating legitimate content on other websites from social media to forums that link back to your website
White Hat SEO vs. Black Hat SEO
- It is more effective
- It is ethical
- It is cheaper
- You know what you’re paying for
Google is continually updating its algorithm to weed out websites from search engine results which feature low quality content. Examples of this are websites that are stuffed with keywords even if there is no related content on the website, duplicate content, or stuffed with links. This is great news because ethically built websites will move up in search engine rankings.
Signs your SEO company is using Black Hat techniques:
- They don’t have access to edit your website.
This is a problem because the most important thing you should do is optimize the site itself.
- They say they can provide immediate results.
This is a problem because real optimization takes time to prove. You should see gradual improvement which is long lasting. Google is always looking for ways to favor legitimate websites.
- They are using software to do the work.
This is a problem because software should not be used for spinning articles (stealing content), fake link building, etc. Software is great for analysis of your website and its competition.
- Stuffing keywords: using ways to add extra words to web pages to trick search engines.
- They can’t tell you what they really did for you.