Search engine optimization (SEO) is the practice of manipulating aspects of a website to improve its ranking in search engines. It includes procedures, strategies and techniques to build web pages that are well liked by the search engines.
The methods to achieve high rankings in the organic results of a search engine can be divided into two categories and dedicated SEO experts are well versed with both these categories. The first one is on page optimization. It includes taking care of things like keyword density, title tag optimization, keywords in content, keywords in hyperlinks, quality of original content, keywords in bold tags and headings, keywords in URLs, meta tags, site maps, link structure, indexability etc. The second one is off page optimization. It includes taking care of factors like amount of incoming links, quality and relevancy of websites that link to yours, keywords in the anchor text etc.
If you are thinking about hiring an SEO expert, the earlier the better. A great time to hire is when you are considering a site redesign, or planning to launch a new site. That way, you and your dedicated SEO expert can ensure that your site is designed to be search engine-friendly from the bottom up. However, a good SEO expert can also help improve an existing site also.
While SEO experts can provide clients with valuable services, some unethical SEO experts have given the industry a black eye through their overly aggressive marketing efforts and their attempts to manipulate search engine results in unfair ways. Practices that violate search engine guidelines may result in a negative adjustment of the presence of your client's website in the organic search results, or even the removal of the website from the search engine index altogether.
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