As it so turns out, there is a way you can increase the rankings of your website and its content, but before we really go into the roots of it, lets understand first what does SEO stand for. Search Engine Optimization or commonly known as SEO is an invented practice used for thrusting your content on search engines such as Google to secure priority on search results. When it gets to the top, your traffic exponentially increases getting you more exposure and visibility. For ecommerce, more visibility means more revenues – meaning more money.
However, to be able to control and implement SEO, you have to be bright as a button. It doesn’t come out as granted and time is an investment that pays off here. So, in this article we will discuss what does SEO stand for by bringing its origins and practices into light.Remember, integrating SEO into your marketing mix is the first acid test for competing in the World Wide Web, so making it count is the key.
What Does SEO Stand for?
As I mentioned earlier, SEO is basically the means to acquire better rankings and indexing through Search engines, more popularly“Google”. It might seem like a new trend but believe me its an old cog in the machine. The practice itself has been around since the awakening of ecommerce, however, the methods kept evolving with technology and era appropriate marketing.
Origins of SEO
In order to understand its origins, let’s go a little back in the early days of 1990 when most of the internet users were completely oblivious SEO and its potential. The troublesome aspect of its origins stems from the fact that neither Internet or SEO were in its modern forms back then. The web was a collection of shared files and the concepts of ecommerce and internet marketing were currently being swung in the cradle. As the avenues of sales started gaining their pedestal, companies realized the value of internet and began investing in creating online platforms for their representation.
Who Made Official?
The very pioneers of SEO were not only intrigued by the untapped potential of internet, but also ready to use it as a viable money making industry that we see as today. Many of these pioneers would meet in the future and develop new methods to reinforce search engine optimization through better and more refined techniques and strategies.
- Among the pioneers, Greg Boser established a website in 1994 and started finding ways to lead potential customer into buying his fire safety equipment online.
- In 1996, with a little help from her Husband, Christine Churchill investigated cost of labor and maintenance of internet marketing and used the one of the earliest software tools for SEO. Later on she started a company that sold such software tools for cost effective SEO. These chronicles laid the early foundation from which the Idea and development of SEO set off shoots.
- John Audette was the founder of Multi-Media Marketing Group (MMG) after the successful sales of this $30 online book on online marketing with over 4,000 copies in 1995. After recruiting Marshall Simmonds and Derrick Wheeler to his team, he was able to create the I-Search Internet marketing newsletter.
The Rise of SEO
This called for competition from corporations, businesses and other forms of money making organizations to join the rat race and use SEO to win their online share of customers. Within a matter of years, SEO spread into the veins of internet opening new doors to marketing and exposure.
But this also lead to chain to frauds and faux services that swindled these corporations desperate to enter the online marketing game. Many service providers used SEO as a means to their own business while having little or no knowledge about it. Others used techniques that would temporarily spike the chart but take a nose dive right after. These mal practices are also known as “Unethical SEO” or “Black Hat SEO”
Black Hat SEO Practices
It’s a whole freak circus if you ask me. Black hat SEO is like the Pandora’s box that promises power but exacts a terrible price. Unlike today, Google was a young algorithm in the learning. It was easy to spam or stuff links and keywords to get your way with it back then. But now, a better and much stronger Google is in charge. With help of its security update ‘Penguin”, Google can catch, penalize and even ban sites involved in black hat SEO. The hardwired methods that are the true form of SEO or ‘White Hat SEO” have become more of a gray area. Below are some black hat SEO techniques that should never be touched.
- Intentionally introducing non-relevant keywords into the content and meta tags that are a clear show of forcing the rankings into your favor is called Stuffing.
- Its an old one but still rampant in black hat SEO. Using font color to submerge text with the same background color, using CSS to put keyword text off-screen, or hiding a link by attributing it only to a single character is called Hidden Keyword Text or Cloaking.
- Using a website created solely for sharing links and paying it to promote your link is called Link Farming. Putting your faith in these link farms can cost you dearly in the future of your website.
- Becoming a part of private blog networks or ‘PNB’ is another bad practice that can spiral into a costly catastrophe. To my knowledge, quite a sum of websites was stripped down by Google for circulating traffic through artificial blogs and websites.
- Although its well under your due restriction, but getting weak links in SEO is basically using a bucket without a bottom. Posting links on irrelevant websites, blogs and forums will not result in ban from Google, but issue ‘Low Quality” links that are unable to get you potential customers.
- While technology has allowed SEO to flourish, it has also helped create several hacks in the form of link building tools and article spinners. Resources that use black hat SEO are known for using such software to gain rankings. Its often called ‘Set and Forget Solutions’.
Three Golden Rules for Today’s SEO
Erecting a website is the first step. The next most important part of getting the attention of online traffic is using ‘Good Quality Content’. This dates back to the oldest SEO practices which has remained unchanged over the two decades. A well placed content that is free of plagiarism can become the foundation of your SEO campaigns, one that will last forever. In order to keep it this way, update your website with fresh content on a periodic basis and add blogs, articles and FAQs to keep the users busy.
Guest posting is all about patience and communication. It works on the principal of sharing relevant content with mutual benefits. High authority websites that have similar trade can be asked to share your content. While you’re at it you can anchor links to your web pages paving the way for backlinks. However, the keywords should be organically introduced in the content while the type of links is up to the blogger’ discretion.
It is true that links have lost their former value. Sites are miserly about linking out while others just block links in order to fight spamming. Not to forget, links are often bought and sold which puts their credibility to a tighter spot. Search engines are being coded to leverage social media content which can become the ranking factor for many websites that have social media presence. Over the years,social media has evolved from just a means to chat with friends and upload pictures, to a full scale SEO integrated marketing channel with reach over Billions of people. Social media platforms such as Facebook, Twitter, Pinterest, Instagram and LinkedIn etc. are being used for company profiles for advertisement campaigns, product promotions, contests and interactive posts to engage the customers and draw them to the website.