Search engine optimization is used by marketing companies everywhere to help their clients get to the top of search engine rankings. SEO is a great thing to add to your marketing campaign and if done correctly, can lead to increased traffic and conversions, but when you start an SEO campaign you need to make sure you know the good methods from the bad methods.
White Hat SEO
Successful SEO methods are often called “white hat” methods. These are the methods that are approved by search engine indexes and will help get your business up-and-running with a good presence on the web. The easiest way use SEO is to optimize the content of your website. If you’re just beginning and are writing new content, don’t just write it for search engines – start by writing good content for your visitors. After all, good content is what turns visitors into customers.
After you’ve written your content, give each page the proper title tag and meta tag so that visitors know exactly what to expect on that page. Then, focus on incorporating the keyword phrases that you want to rank for. Choose phrases that are both popular and important in your industry and place them strategically into your content. Make sure you use also the same keyword phrases for your URL links and page headings.
Black Hat SEO
When optimizing your website, there are many methods that may seem successful in the short-term, but will ruin your SEO efforts in the long-term. For example: If you use too many keyword phrases in your content (also known as keyword stuffing), you may see top search engine rankings at first, but eventually the search engines will see it as an “attempted manipulation” and will either rank your website lowly or ban it altogether.
You should also stay away from hidden content. Some websites include a large amount of keyword phrases in their website’s code so they’re not visible to the user. Again, this method may be successful at first, but when search engines catch on, they’ll penalize your website.
At Prager, our digital marketing agency specialists have been using white hat SEO methods for years without ever having to resort to black hat methods. To start a great SEO campaign for your business, give us a call.