SEO is an acronym for Search engine optimization. It is a systematic process to help websites rank higher in natural (unpaid) search result.SEO considers how search engines work, what people search for, the actual search terms or keywords typed into search engines and which search engines are preferred by their targeted audience. Optimizing a website may involve editing its content and HTLM and associated coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.

It is cost-effective for businesses to increase their visibility and brand awareness online. it is also a very easy way to pull more traffic to the business websites. 

How search engines work?

In order to optimize our websites for best search results, we need to first understand how search engines work:

Primarily objective of search engines:
- To provide users with the most relevant results in relation to your search query

How do they find the "most relevant results"?
- Search engine scan entire online materials and “index” website as mean of prioritizing particular website content 

Therefore, to reach the top in the "search engine result page"(SERP), you need to:
 - Provide rich quality content on website
 - Include more “inbound links”

What it takes to rank?
There are three elements search engine considers when determining where to list website on the SERP:

  Authority: how authoritative & credible a website’s content is

Relevance: how relevant is the content to a specific search query

How to use SEO?

In order to implement successful SEO strategy, business owners need to focus on three aspects:
- Keyword research
- On-page optimization
- Off-page optimisation

White hat and black hat SEO techniques

White hat

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 trick the algorithm from its intended purpose. Sometimes it takes time to achieve your goal result by just using white hat, but the end result is high quality and promising.

Black Hat SEO can possibly result in your Web site being banned from a search engine, however since the focus is usually on quick high return business models, a lot of people do take the risk and adopting some black hat techniques. Here are some samples of black hat technique:

With Google Analytics It does, that’s why it exists and that’s why they can charge so much. That’s why even self identified white hat SEO companies that don’t identify how they operate use black hat tactics. The problem isn’t that they don’t work, it’s that they work too well. Therefore, they are often quickly exposed and can lead to long-term problems.

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