Introduction to SEO and its Features Search engine optimization also referred to as SEO is basically a set of methods that helps in improving the ranking of a website. This is done to improve search engine listings. When you go for search engine based marketing activities then SEO plays a key role in making sure that the process is successful. For commercial users there is an opportunity to choose between white hat and black hat SEO. White hat SEO is the method that has been approved by a variety of search engines. The process involves addition of more content through the use of targeted keywords for improvement in the website quality. Black hat SEO is mainly concerned about implementation of tricks like spamdexing and cloaking. The main reason that a business organization would want to employ SEO techniques for their website is based on the need for improvement of their number and position with respect to search results based on a number of relevant keywords. SEO techniques also help in increasing the number of visitors to the business website of the organization. In order to go for cost cutting in terms of internet marketing there is a need to rank well in the organic search results. The SEO activity is carried ahead only when the cost of optimization is considered less than the actual cost of advertising. It is not possible to employ similar kind of SEO techniques for all the websites. Broad search engine optimization techniques are employed for those websites that have a wide interest with user following thereby allowing them greater visibility through the use of specific keywords. When excessive broad search optimization is employed, there are certain preventions in the progress associated with marketing strategy. This happens simply because of a huge volume of low quality inquiries. In order to get rid of this problem, SEO techniques need to focus on desirable traffic. Search optimization when used as part of smart niche marketing allows the business to maintain focus on a targetable portion of the market. Organic SEO is mainly employed in a manual way that does not involve any sort of black hat methods. Organic SEO stands out as the purest form of search engine optimization that is free from underhand methods and automated scripting. The main thing is to understand the working of search engines and their concept before making use of any SEO methods for the website. With the increase in relevancy of the pages, there are higher chances that the page will appear at the top of the listing. Search engines can be basically thought of as automated software that is used for the judgment regarding relevancy of the website pages. When SEO techniques are employed, they function in a proper manner under two categories. The first one is the on page and the second one is the off page optimization technique. Off page optimization is mainly concerned about the use of inbound links. In SEO, high search engine ranking is achieved through keyword research that also involves modification of HTML code.
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