Search Engine Optimization (SEO) is one of the most effective methods to drive traffic to your site. There is no doubt good professionals are in high demand. However, is there more to it than just being a specialist?
SEO based upon good content is what puts leads in the funnel. Leads are nurtured and later turn into sales. And of course sales turn into money.
When search engines, such as Yahoo, AltaVista and later, MSN and Google became an important tool to wade through the millions of web pages, coders began to make accommodations to more easily get found. Search engines, also known as spiders, have kind of a handicap. They can’t see. They have difficulty understanding audio, video, flash and images. However, they can read text very well. Later, we will find that they are indeed learning to listen and watch.
So, marketing specialists did their best to accommodate the search engines. In many cases, these specialists actually went way overboard. Over time, search engines got smarter. They started to figure out that some specialists were using ‘shady’ techniques. These ‘overboard’ or unethical techniques became known as ‘Black Hat SEO’ or using techniques that violate the Terms of Service (TOS) of the search engine.
In a recent story reported by the NY Times, JC Penny was caught in a ‘Black Hat’ situation. Read more at http://www.nytimes.com/2011/02/13/business/13search.html?pagewanted=all
There’s another term. White Hat SEO refers to the ethical methods that do accommodate the search TOS. Some of the same techniques that are considered Black Hat become White Hat. Why? Just follow guidelines. We’ll point the differences out later.
It’s all about doing the right thing with your content
In this series of posts, I will share with you various techniques of SEO and give you my perspective on how to use or not use many of these techniques.
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