Search engine optimization

Web Science^[1]

Search engine optimization (SEO) is the process of affecting the online visibility of a website or a web page in a web search engine's unpaid results—often referred to as "natural", "organic", or "earned" results. In general, the earlier (or higher ranked on the search results page), and more frequently a website appears in the search results list, the more visitors it will receive from the search engine's users; these visitors can then be converted into customers.^[2]

White hats and black hats[edit]

In general terms:

when you see white hat you should think "ethical, legal, in line with terms of service"
when you see black hat you should think "unethical, illegal, not in line with terms of service".
when you see grey hat you should think "skirting along the boundary of white hat and black hat".

White hat search engine optimization[edit]

According to Google, these specific strategies are a good place to start SEO:^[3]

Create unique, accurate page titles
Make use of the "description" meta tag
Improve the structure of your URLs
Make your site easier to navigate
Offer quality content and services
Write better anchor text
Optimize your use of images
Use heading tags appropriately
Make effective use of robots.txt
Be aware of rel="nofollow" for links
Notify Google of mobile sites
Guide mobile users accurately
Promote your website in the right way

Black hat search engine optimization[edit]

According to webopedia^[4],

In search engine optimization (SEO) terminology, black hat SEO refers to the use of aggressive SEO strategies, techniques and tactics that focus only on search engines and not a human audience, and usually does not obey search engines guidelines.

Some examples of black hat SEO techniques include keyword stuffing, invisible text, doorway pages, adding unrelated keywords to the page content or page swapping (changing the webpage entirely after it has been ranked by search engines).

Black Hat SEO Usage Black hat SEO is more frequently used by those who are looking for a quick financial return on their Web site, rather than a long-term investment on their Web site. 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, most experts who use Black Hat SEO tactics consider being banned from search engines a somewhat irrelevant risk.

Standards[edit]

Discuss the use of white hat and black hat search engine optimization.

References[edit]

[1] ttp://www.flaticon.com/

[2] ttps://en.wikipedia.org/wiki/Search_engine_optimization

[3] ttps://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

[4] ttps://www.webopedia.com/TERM/B/Black_Hat_SEO.html

[1]

[2]

[3]

[4]