What is Search engine optimisation?
SEO stands for Search Engine Optimisation. What’s a Search Engine? It’s a tool that you use to search for anything on the web. Google, Bing and Yahoo are the most used Search Engines in the Western World. However, Baidu and Yandex are the largest in China and Russia respectively.
What is the difference between SEO, SEM and PPC?
- SEO, or Search Engine Optimisation, refers to the different techniques used to optimise your website and boost your organic traffic and your rankings.
- PPC stands for Pay Per Click and is the advertising on search engines. Currently Google ads appear as the first results on the search page. With SEO, your website appears organically on the page, with PPC it will be through an ad.
- SEM, Search Engine Marketing involves a mixture of both types of listings.
- Both PPC and SEO are channels used in SEM. They both complement each other, just remember than one is paid search, the other one organic.
Now let’s focus on Search Engine Optimisation and talk about something you might have heard about: Black Hat SEO and White Hat SEO
WHITE HAT SEO
White Hat SEO refers to the strategies and techniques to improve the relevance and the organic ranking of your website. It is also called ethical SEO because it follows search engines rules and policies.
Here is a small list of White Hat SEO techniques:
- Researching and using keywords in your copy
- Original content: try to avoid duplicated content as much as possible
- Relevant internal links (linking to another page in your website)
- Link building, or having your website in a blogger or media article, is a great way to drive more traffic to your website
BLACK HAT SEO
Black Hat SEO is the opposite of White Hat SEO; its strategies focus on elements search engines are looking for in a website to increase the page rankings. It is thought of as an aggressive SEO strategy because the different techniques used are not based on the creation of original and coherent content but are made to ‘trick’ the search engine’s rules by doing the following:
- Keyword stuffing: repeating the keyword too many times in the copy
- Buying links without focusing on the quality of the content you’re appearing on
- Content automation: using tools to automatically generate content for you – the opposite of creating original content
Be aware that these Black Hat SEO techniques are in violation of the rules and policies of search engines and using them might get your website banned from them.
Have any questions or need some help with your Search Engine Marketing? Get in touch and our team will be happy to help you navigate the world of SEO!