22-10-2012, 01:59 PM
Search engine optimization (SEO)
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SEO Definition
Search engine optimization (SEO) is the process of improving the volume and quality
of traffic to a web site from search engines via "natural" ("organic" or "algorithmic")
search results. Usually, the earlier a site is presented in the search results, or the higher it
"ranks", the more searchers will visit that site. SEO can also target different kinds of
search, including image search, local search, and industry-specific vertical search
engines.
SEO is not necessarily an appropriate strategy for every website, and other Internet
marketing strategies can be much more effective, depending on the site operator's
goals.[36]A successful Internet marketing campaign may drive organic search results to
pages, but it also may involve the use of paid advertising on search engines and other
pages, building high quality web pages to engage and persuade, addressing technical
issues that may keep search engines from crawling and indexing those sites, setting up
analytics programs to enable site owners to measure their successes, and improving a
site's conversion rate.
SEM Definition
Search Engine Marketing, or SEM, is a form of Internet Marketing that seeks to
promote websites by increasing their visibility in the Search Engine results pages
(SERPs) and has a proven ROI (Return on Investment). According to the Search Engine
Marketing Professionals Organization, SEM methods include: Search Engine
Optimization (or SEO), paid placement, and paid inclusion. Other sources, including the
New York Times define SEM as the practice of buying paid search listings, different
from SEO which seeks to obtain better free search listings.
Industry Standards and Our Application
The search industry is always changing, updating and re-inventing itself, and as industry
standards and trends change, we will update our evaluation criteria to give you the best
overall information possible. Our goal is to provide reports that will allow you to see your
Meta and keyword data, so that you have the information about your Website to begin
evaluating your SEO needs. We urge you to learn as much about SEO as possible and
apply it, therefore, we are providing basic information to act as a launch point for those
who want to pursue it further.
Much SEO data is open to debate and opinion, even among respected experts in the field,
therefore, we will take a safe, moderate and general approach to give our users the best
possible overview for use over the greatest number of applications.
White hat versus black hat
SEO techniques are classified by some into two broad categories: techniques that search
engines recommend as part of good design, and those techniques that search engines do
not approve of and attempt to minimize the effect of, referred to as spamdexing. Some
industry commentators classify these methods, and the practitioners who employ them, as
either white hat SEO, or black hat SEO.White hats tend to produce results that last a long
time, whereas black hats anticipate that their sites will eventually be banned once the
search engines discover what they are doing.
A SEO tactic, technique or method is considered white hat if it conforms to the search
engines' guidelines and involves no deception. As the search engine guidelines are not
written as a series of rules or commandments, this is an important distinction to note.
White hat SEO is not just about following guidelines, but is about ensuring that the
content a search engine indexes and subsequently ranks is the same content a user will
see.
White hat advice is generally summed up as creating content for users, not for search
engines, and then making that content easily accessible to the spiders, rather than
attempting to game the algorithm. White hat SEO is in many ways similar to web
development that promotes accessibility, although the two are not identical.