A search on any search engine for a well known keyword yields thousands, if not hundreds of thousands of results. In this situation, the methods which enable a company to be displayed in the first few results for a query using a particular word is called Search Engine Optimization or SEO. The reason behind the growing popularity of SEO in last few years is that the presence of the website in top search results helps in getting more visitors to it, which very often translates into more business.

There are two types of SEO – white hat and black hat. The methods used in black hat SEO to push the website in the top results are not seen as fair practices. However, white hat SEO only uses those techniques which are largely accepted and do not violate the rules of the search engines.

To connect a specific web page to a specific keyword, the search engines earlier used the Meta data of the page that has been included in the code of that page. But, nowadays, a huge proportion of search engines have employed complicated algorithms which evaluate around two hundred different factors to rank search results.

SEO experts try to figure out the relevance of many elements in the search algorithms and stay in touch with the newest advancements that are brought about by different search engines. This information helps them fine-tune the SEO techniques for their clients so that they stay competitive for selected keywords. When the search results were exclusively dependent on Meta data and the content of the web page, this job involved optimizing the Meta tags of the web pages and making sure that the keyword density of every page was just appropriate.

Although these aspects are still quite important, search engines now give much more priority to the popularity of a web page. The popularity of a web page is judged based on how many inbound links it has from other web pages. It is more like a democratic process as every link to the web page can be treated as a vote. Therefore, SEO these days requires substantial work outside the site such as distributing free content in exchange of links to the website and creating presence on blogs and other social mediums online.

The most important thing to keep in mind about SEO is that it is not static. This field keeps changing and your techniques should be up to date with the changes. That is why it is so critical to have a good SEO consultant help you out.

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