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| • Meta-tagging | |
| • Re-writing your URLs | |
| • Image optimization | |
| • Page Rank sculpting | |
| • Copywriting | |
| • Web usability | |
| • Branding | |
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Search engine optimization is about more than fixing Meta information
and writing content it’s about research and analysis. You need to know what a website should display and then apply this to the site to give it the best possible chance of succeeding within the search engine results. As the Internet has grown
into the competitive market that it is today it has become an essential way of increasing revenue and generating commercial success online. This commercial success is best achieved through the process of search engine optimization however the use of SEO should include the latest ethical techniques, which is known as white hat SEO. This white hat SEO produces results that last a long time. It is about creating content for users not search engines. In many ways SEO is similar to web development that promotes accessibility and it is not just about following guidelines. As with all things white hat SEO has an opposite, known as black hat SEO. Black hat SEO attempts to improve rankings in ways that are disapproved of by search engines. Search engines may penalise sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines’ algorithms, or by a manual site review.
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