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What is Content Marketing and Link Building?

Content Marketing and Link Building

Since Google’s algorithm is still mostly based on links, having a lot of high-quality links to your site is obviously very important for driving search traffic. You can work as hard as you want on on-page and technical SEO, but if you don’t have links to your site, you won’t show up in search results listings.

There are many ways to get links to your site, but as Google and other search engines get smarter, many of them have become very dangerous (even if they may still work in the short term).

If you are new to SEO and want to use it for your business, these riskier and more aggressive ways to try to get links probably won’t work for you because you won’t know how to avoid the pitfalls and weigh the risks.

Also, trying to create links just to change your Google rankings won’t help your business in any other way if the search engine algorithms change and you lose your rankings.

Focusing on more general, long-term marketing strategies, like making and promoting useful content that includes terms you want to rank for and doing traditional PR for your business, is a better way to build links that will last.

It takes a lot of work to come up with and promote content that will get you links and social shares. Again, you’ll find more detailed step-by-step guides to different parts of content marketing below.

There are a lot of different ways to create good content, help it get found, and rank well in search results. Most methods, on the other hand, will require you to go through some version of the three steps below:

1. Identify and Understand the People You Want to Link to and Share With.

Understanding who is likely to link to and share your material is the first step in attempting to gain traction for it. There are a number of tools to assist you find influencers in your niche that might spread your material, but BuzzSumo is likely the most effective:

FollowerWonk, Little Bird, and Ahrefs are comparable tools. Below are more thorough explanations on how to use these tools to comprehend your niche more fully.

Content Marketing and Link Building

The goal of using these tools is to first locate thought leaders and potential linkers in your industry, then comprehend what they are linking to and sharing. Consider how you might design something they would find beneficial and want to share with their audience after learning about their issues and the kinds of information they generally share (who would also find it valuable).

Start considering what you can do for these influencers as you go through this process. How might you assist them with their individual projects? What can you do (uninvitedly) to support them in achieving their objectives?

What could you produce or provide that would be useful to the audience they are attempting to reach with their content? Do you have access to particular information or knowledge that would improve their performance at work?

If you can constantly help knowledgeable content producers in your industry, you’ll start to forge strong bonds that will benefit your content creation efforts.

Before you produce a significant piece of content, you should have previously considered how it will be shared, including who will share it and why.

2. Determine What Kinds of Content You Can Make and How You Can Market Them.

Next, you should try to figure out what you can do and what kind of content you can make that other people are likely to share and promote. This could be helped by a content audit.

Several different kinds of content assets will be able to be shared:

Make something that will solve the problems of your prospects and customers. Matthew Woodward wrote a post about how he built a top 100 blog. In it, he talks about a good way to use social media and forums to find good blog topics.

Use what works to figure out how it works. You can help reduce risk and make your content as fail-proof as possible by looking at what already works and making something that’s a level or two better in some way.

Help people look good. Show off some of the great tools you use every day. Get answers to hard questions from smart people in your niche and share that content (while positioning them as experts). When you mention someone or their product as a good resource, that person or company is likely to help you share and promote that content.

Focus on making different content assets that will be useful, have a plan for promoting those assets, and don’t be afraid to tell people who you’ve featured or whose audience would benefit from your resource that it exists.

3. Connect Your Assets to Specific Keywords.

Last but not least, don’t forget your keywords! This doesn’t mean that every time you make a great resource, you have to cram in a keyword that doesn’t fit.

It means that you can use keyword research to find pain points (if people are using search engines to find things, they want content that answers their question well! ), and that as you make new assets, you should look for ways to use the language your prospects and customers are using (as you will increasingly need to get some sort of distribution for pages where you want them to rank for valuable keywords).

Also Read:

What is the Information Architecture and Internal Linking?

Internal Linking

Information architecture is how the pages on your website are set up. How you organize your website and link its pages together can affect where different parts of your site show up in search results.

This is because most search engines see links as “votes of confidence” that help them figure out what a page is about and how important it is (and how trusted it should be).

Anchor text, which is the text you use to link to a page, is also looked at by search engines. Using descriptive text to link to a page on your site helps Google figure out what that page is about (but in a post-Penguin world especially, be sure not to be overly aggressive in cramming your keywords into linking text).

In the same way that a link from CNN shows that your site might be important if you link to the same page from many different places on your site, search engines will know that page is very important to your site. Also, the pages on your site with the most external votes (links from other, trusted sites) help the other pages on your site rank higher in search results the most.

Internal Linking

This has to do with something called “PageRank.” PageRank isn’t used the same way it was when it was first put in place, but if you want to learn more about it, here are some good resources:

  • A good explanation of PageRank that doesn’t use math.
  • From a few years ago, a detailed explanation of how PageRank works, with several helpful pictures.
  • The first academic paper that Google’s founders wrote and published

Let’s look at a quick example to help you understand how link equity (the number and quality of links that point to a page) affects site architecture and how you link between pages on the same site. Let’s say we have a place to remove snow:

1.) We put out a great study about how snow affects building in cold climates during the winter. People link to it from all over the Internet.

2.) The study is on our main site for snow removal. All of the other pages are simple sales pages that explain different parts of the snow removal services our company offers. None of these pages has a link to an outside site.

3.) The study itself might do well in search results for several different phrases. The sales pages are much less interesting. But if we link our study to our most important sales-focused pages, we can give those pages some of the trust and authority of our guide.

They won’t rank as well in search results as our study did, but they’ll do much better than when they didn’t have any authoritative documents (on our site or other sites) that pointed to them. Important note: In this example, the page that gets the most links is our fake study.

In many cases, the page that gets the most links will be your home page. This is the page that people link to when they talk about you, when you get press, etc., so it’s very important to make sure that your home page links to the most important pages on your site.

Information architecture can be a very complicated topic, especially for larger sites. There are some great additional resources with more specific answers at the end of this section, but the most important things to keep in mind are:

Internal Linking

  1. You want to know which of your pages get the most links. To do this, use tools like Ahrefs, Majestic SEO, or Moz and look at the “top pages” report.
  2. Keep your most important search pages (the ones you use to target your most valuable keywords) “high up” in your information architecture.
  3. This means linking to them often in navigation elements and linking to them whenever possible from your most-linked-to pages (for example, make sure your home page and your site’s version of our hit snow study link to your “money pages,” the most important search pages on your site).
  4. In general, you want your website to have a “flat information architecture.” This means that pages you want to rank in search engines should be as close as possible to your home page and the pages that link to them. See this older video for a more detailed look at how to make your site’s structure flat.

Also Read:

What is On Page Optimization in Search Engine Optimization?

On-page optimization

Once you have your list of keywords, the next step is to use your targeted keywords in the content of your site. Each page on your site should focus on a core term and a “basket” of other terms that are related to it. Here’s what an on-page SEO-friendly page looks like:

Let’s look at a few important, basic on-page elements you need to know about if you want search engines to send people to your site:

Title Tags

Even though Google is trying to figure out what a page is really about and is de-emphasizing (and even punishing) the use of keywords in a manipulative way, it is still important to include the term (and related terms) you want to rank for on your pages. And the title tag of your page is the best place to put your keyword.

The title tag is not the main title of your page. Most of the time, the headline you see on a page is an H1 or H2 HTML element. The source code of your page is put into a meta tag, which is what you see at the top of your browser:

The length of a title tag that Google will show varies (it’s based on pixels, not character counts), but a good rule of thumb is between 55 and 60 characters. If you can, you should use your main keyword, and if you can do that naturally and interestingly, you can also add some related words around that term.

Keep in mind, though, that the title tag is often what a searcher will see when they look up your page. It’s what shows up as the “headline” in organic search results, so you should also think about how clickable your title tag is.

Meta Descriptions

The title tag is like the headline of your search listing. The meta description, which is another meta HTML element that can be changed in your site’s code but isn’t seen on your actual page, is like extra ad copy for your site.

Google isn’t always strict about what they show in search results, so your meta description might not always show. However, if you write a compelling description of your page that makes people more likely to click, you can get a lot more traffic.

On-page optimization

(Don’t forget that showing up in search results is just the beginning! You still have to get people to visit your site and then do what you want them to do.

Here’s a real-world example of a meta description that appears in search results:

Body Content

Your page’s actual content is, of course, very important. Different kinds of pages will have different “jobs.” For example, your “cornerstone” content, which you want lots of people to link to, needs to be very different from your “support” content, which you want your users to quickly find and use.

Still, Google has been giving more and more weight to certain types of content. Here are a few things to keep in mind as you build out any page on your site:

1.) Thick and Unique Content: There is no magic number for word count, and if you have a few pages of content on your site with a few to a couple of hundred words, you won’t fall out of Google’s good graces. However, recent Panda updates, in particular, favor longer, unique content.

If you have a lot (like thousands) of pages with only 50–200 words of content or a lot of duplicated content where the only thing that changes is the page’s title tag and maybe one line of text, that could get you in trouble. Look at your site as a whole.

Are a lot of your pages thin, duplicated, and not very useful? If so, try to find a way to “thicken” those pages, or check your analytics to see how much traffic they’re getting. Then, use a noindex meta tag to keep them from showing up in search results, so Google doesn’t think you’re trying to rank low-quality pages by adding a lot of them to their index.

2.)Engagement: Google is putting more weight on metrics that measure the engagement and user experience. You can change this by making sure your content answers the questions people are asking, which will make them more likely to stay on your page and interact with your content.

Make sure your pages load quickly and don’t have design elements (like too many ads above the content) that are likely to turn searchers off and send them away.

3.) Shareability – Not every piece of content on your site will be linked to and shared hundreds of times. But in the same way that you don’t want to release a lot of pages with little content, you should think about who is likely to share and link to new pages on your site before you release them.

If you have a lot of pages that aren’t likely to be shared or linked to, those pages won’t rank well in search results, and it won’t help search engines get a good idea of your site as a whole, either.

Alt Attributes

How you mark up your images can affect both how search engines see your page and how many people find your site through image searches. If a user can’t see an image, you can give them other information with an HTML element called “alt attribute.” Your images may stop working over time (files may get deleted, users may have trouble connecting to your site, etc.), so it can be helpful to have a useful description of what the image is. This also gives you a chance to tell search engines what your page is about in a way that isn’t in the text.

You don’t want to “keyword stuff” your alt attribute with your main keyword and every possible variation of it. Don’t put your target keyword here at all if it doesn’t make sense in the description. Just don’t forget the alt attribute and try to give a full, accurate description of the image (think of it as if you were telling someone who couldn’t see it what it is). That’s what it’s there for!

By writing naturally about your topic, you avoid “over-optimization” filters (it doesn’t look like you’re trying to trick Google into ranking your page for your target keyword) and give yourself a better chance of ranking for valuable “long tail” variations of your main topic.

URL Structure

Your site’s URL structure can be important for both tracking and sharing. With a logical, segmented URL structure, you can make it easier to separate data in reports (shorter, descriptive URLs are easier to copy and paste and tend to get mistakenly cut off less frequently). Again, don’t try to cram as many keywords as you can into the URL. Instead, make it short and clear.

Also, don’t change your URLs if you don’t have to. Even if your URLs aren’t “pretty,” don’t change them to make them more keyword-focused for “better SEO” if you don’t think they hurt users or your business in general.

If you have to change the way your URLs are set up, make sure you use the right type of redirect (301 permanent). When businesses change their websites, this is a mistake they often make.

Schema & Markup

Lastly, once you’ve taken care of all the basic page elements, you can think about going a step further to help Google (and other search engines that understand schema) understand your page better.

On-page optimization

Schema markup doesn’t move your page up in search results because it’s not a ranking factor yet. It does give your listing more “space” in the search results, just like ad extensions do for your Google Ads (formerly called AdWords) ads.

If no one else is using schema, and your site shows things like ratings while others don’t, you can get a nice boost in click-through rate in some search results. In other search results, where everyone uses schema, reviews may be “table stakes,” and if you don’t have them, it could hurt your Google CTR:

You can add different kinds of markup to your site. Most of them probably won’t apply to your business, but at least one of them will likely apply to at least some of the pages on your site.

Also Read:

How to Keyword Research and Keyword Targeting Best Practices?

How to Keyword Research

The first step of search engine optimization is to figure out what you’re optimizing for. This means figuring out what people are searching for (also called “keywords”) that you want your website to rank for in search engines like Google.

Sounds easy enough, doesn’t it? I want people to find my widget company when they search for “widgets” or maybe when they type in “buy widgets.” On to the third step!

It’s not quite that simple, though. When choosing the keywords you want to use on your site, there are a few important things to keep in mind:

1.) Search Volume: The first thing to think about is how many people (if any) are looking for a certain keyword. The more people who look for a keyword, the more people you might be able to reach. On the other hand, if no one is searching for a keyword, there is no way for searchers to find your content.

2.) Relevance: It’s great if a term is often searched for, but what if it doesn’t have much to do with your prospects? At first, relevance seems simple: if you sell enterprise email marketing automation software, you don’t want to show up for searches like “pet supplies” that have nothing to do with your business.

But what about phrases like “email marketing software”? This may seem like a great way to describe what you do, but if you sell to Fortune 100 companies, most of the people who search for this very competitive term won’t be interested in buying your software (and the folks you do want to reach might never buy your expensive, complex solution based on a simple Google search).

On the other hand, you might think that a keyword like “best enterprise PPC marketing solutions” has nothing to do with your business since you don’t sell PPC marketing software.

But if your prospect is a CMO or marketing director, giving them a helpful resource on evaluating pay-per-click tools could be a great “first touch” and a great way to start a relationship with a potential buyer.

3.) Competition: As with any business opportunity, you need to think about the costs and chances of success when it comes to SEO. For SEO, this means knowing how hard it is to rank for certain terms and how likely it is to rank.

First, you need to know who your potential customers are and what they might be looking for. If you don’t already know who your potential customers are, this is a good place to start, both for your business and SEO.

From there, you need to know:

  • What kinds of things do they care about?
  • What’s wrong with them?
  • What kind of words do they use to talk about what they do, what tools they use, etc.?

Who else do they buy things from? This could mean your competitors, but it could also mean tools that aren’t directly related to your business. For example, if you run an email marketing business, this could mean other enterprise marketing tools.

Once you’ve answered these questions, you’ll have a “seed list” of possible keywords and domains that you can use to come up with more keyword ideas and get an idea of how popular your keywords are and how much competition there is.

Put the main ways your customers and prospects describe what you do into keyword tools like Google’s keyword tool, Uber Suggest, or WordStream’s keyword tool:

How to Keyword Research

Below is a more complete list of keyword tools, but the main idea is that in this first step, you should use a variety of keyword tools to do a severalearches. You can also use tools like SEM Rush to find out what keywords your competitors are ranking for.

These tools look at thousands of search results and will show you every search term that your competitor has been ranking for on Google recently. Here’s what SEM Rush says about Marketo, a company that does marketing automation:

Again, you don’t have to look at this only for your competitors. You could get ideas for content by looking at similar tools that sell to the same market. You could also look at the major niche publishers who write about your topic (and that your prospects read) and see what keywords bring people to those sites.

Also, if you already have a website, search engines are probably sending you some traffic. If so, you can use some of your keyword data to figure out which terms are getting people to your site (and which you might be able to rank a bit better for).

Google has stopped giving analytics companies a lot of information about what people are searching for. However, you can use SEM Rush (or similar tools like SpyFu) on your own to find out what terms you rank for and how many people search for those terms.

Google also makes a bit more of this data available in their free Google Search Console interface. If you haven’t set up an account yet, this is a very useful SEO tool for both finding search query data and diagnosing different technical SEO issues. Read more about Google Search Console here.

Once Google Search Console is set up, you can log in and go to this link to see the search terms that bring people to your site:

How to Keyword Research

These could be good terms to promote more content and build internal links around (more on each of those later), and they could also be good “seed keywords” to help you think of more great things to target.

Once you’ve taken the time to learn how your prospects talk and what they search for, looked at the keywords driving traffic to your competitors and related sites, and looked at the terms driving traffic to your own, you need to figure out which terms you could on for and where the best opportunities are.

Figuring out how competitive a keyword is can be a pretty difficult task. At the very least, you need to know:

How trustworthy and authoritative other whole sites are that will be competing for the same term (in other words, how many links does the whole site get, and how high quality, trusted, and relevant are those linking sites?)

How well they do match the keyword (do they answer the searcher’s question in a great way)
How popular and reliable each page in that search result is (how many links does the page itself have, and how good, trusted, and relevant are the sites that link to it?)

Backlinko’s in-depth guide or WordStream founder Larry Kim’s competitive index formula can help you learn more about how to figure out how competitive a keyword is (tip number 3).

There are also many tools, most of which cost money, that give keyword difficulty scores:

  1. Moz Keyword Difficulty and SERP Analysis Tool
  2. SEMRush Keyword Difficulty Tool
  3. Serpiq
  4. Canirank
  6. Seoprofiler

Also Read:

What is SEO & Why is It Important?

why is seo important

What is Seo & Why is It Important?

You’ve probably heard of SEO, and if you haven’t, you can look up a quick definition on Wikipedia. However, knowing that SEO is “the process of affecting the visibility of a website or a web page in a search engine’s unpaid results” doesn’t help you answer important questions about your business and website, such as:

  1. How do you “optimize” your site or the site of your business for search engines?
  2. How do you make it easy for people to find your site’s content through an organic search?
  3. How can you figure out how much time to put into SEO?
  4. How can you tell the difference between “bad” or harmful SEO advice and “good” SEO advice?

As a business owner or employee, you might be interested in how you can use SEO to get more relevant traffic, leads, sales, and, in the end, revenue and profit for your business. This guide will be mostly about that.

What’s the Point of SEO?

Many, many people look for things. That traffic can be very helpful for a business, not just because there is a lot of it, but also because there are a lot of people who are looking for very specific things.

If you sell blue widgets, would you rather buy a billboard so that anyone with a car in your area can see your ad, whether they will ever be interested in blue widgets or not, or show up every time someone in the world types “buys blue widgets” into a search engine?

why is seo important

Most likely the second, because those people are standing up and saying they want to buy something you sell. People are looking for all kinds of things that have something to do with your business.

Aside from that, your potential customers are also looking for all sorts of things that only have a loose connection to your business. These give you even more chances to connect with those people, answer their questions, help them solve their problems, and become a reliable resource for them.

Are you more likely to buy widgets from someone you’ve never heard of or from a trusted source that you’ve used the last four times you went to Google for help with a problem?

What Works to Get People to Visit Your Site From Search Engines?

First, it’s important to know that most of the search engine traffic in the world comes from Google (though there is always some flux in the actual numbers).

This may vary by niche, but Google is likely the leader in the search results you want your business or website to show up in. The best practices in this guide will help your site and its content rank well in Google and other search engines, too.

Search results are always changing, no matter what search engine you use. Google has recently changed a lot about how they rank websites based on the names of different animals, and many of the easiest and cheapest ways to get your pages to rank in search results have become very risky.

What works, then? How does Google decide which pages to show when people search for something? How do you get so many people to visit your website?

Google’s algorithm is very complicated, and if you want to learn more about how Google ranks sites, I’ll give you some links at the end of this section. But, at a very high level:

why is seo important

  1. Google looks for pages that have good, relevant information about what the searcher is looking for.
  2. They figure out how relevant your website is by “crawling” (or reading) its content and using an algorithm to figure out if it is relevant to what the searcher is looking for, mostly based on the keywords it has.
  3. They figure out “quality” in several ways, but the number and quality of links to your page and your site as a whole are still very important.
  4. To put it very simply, if the only sites that link to your blue widget site are blogs that no one else has linked to, and my blue widget site gets links from trusted places that get linked to often, like, my site will be more trusted (and assumed to be of higher quality) than yours.

Google’s algorithm is taking into account more and more factors to decide where your site will rank, such as:

  • What do people do when they visit your site (Do they find what they need on your site and stay there, or do they go back to the search page and click on another link? Or do they just ignore your listing in the search results and never click through?)
  • How fast your site loads and how “mobile friendly” it is are important.
  • How much unique content do you have (versus very “thin” low-value content or duplicate content)

Google’s algorithm looks at hundreds of factors to decide how to rank search results, and it is always being updated and improved.

The good news is that you don’t have to be an expert on search engines to show up in search results for valuable terms. We’ll go over tried-and-true best practices for optimizing websites for search that can help you get targeted traffic through search without having to figure out how one of the most valuable companies in the world does what it does best.

Also Read:

 What IS Gray Hat SEO and Should You Use Grey Hat SEO Techniques?

Gray Hat SEO

Gray Hat SEO is a type of SEO that is riskier than White Hat SEO, but it might or might not get your site banned from search engines and sites that work with them.

Most of the time, Gray Hat SEO practices don’t fit into either the Black Hat or White Hat categories because there aren’t clear rules about them. You’ll find the answers to the following questions in this tutorial:

 What IS Gray Hat SEO?

Gray Hat SEO is hard to explain. SEO Consultant John Andrews says that Gray Hat SEO is not something in between Black Hat and White Hat.

Gray Hat SEO

Instead, it is “the practice of tactics/techniques that remain unclear in published material from Google, and for which reasonable people could disagree on how the tactics support or go against the spirit of Google’s published guidelines.”

Why is SEO Gray Hat Important?

Gray Hat SEO is important to understand because it could help your site rank higher without any bad effects or cost you thousands of dollars in lost traffic if you don’t know what you’re doing.

Google’s rules and best practices could stop smart people from coming up with new ideas and thinking outside the box. This rule isn’t always in the best interest of search marketers or even of the people doing the searching.

Gray Hat SEO

Gray Hat SEO also changes over time. Something that was considered Gray Hat one year might be called Black or White Hat the next, so it’s important for search marketers to keep up with the latest classifications.

Should You Use Grey Hat SEO Techniques?

You don’t have much to gain by getting on Google’s bad side, so if you’re not sure if a certain method goes against Google’s rules or not, it’s probably best to avoid it. Every marketer has to figure out the risk vs. reward for themselves, but since Google’s algorithms are getting stricter all the time, your business will be safest if you only use white hat SEO.

Also Read:

What Is Black Hat SEO and Why Should You Stay Away From “Black Hat” SEO?

What Is Black Hat SEO 

What Is Black Hat SEO?

Black hat SEO is a set of techniques that are used to get a site or page to rank higher in search engines by breaking the terms of service for those search engines. The term “black hat” came from Western movies, where “bad guys” wore black hats and “good guys” wore white hats (see white hat SEO). It’s been used more and more to describe computer hackers, people who make viruses, and people who do bad things with computers.

In this piece, you’ll find out:

  1. Black Hat SEO means
  2. Black Hat SEO is a term for a set of methods and strategies
  3. How to report shady SEO practices
  4. How Black Hat SEO can hurt you and your website

What Is Black Hat SEO 

It’s important to know that using Black Hat SEO techniques and strategies can get your site banned from search engines. This means you won’t get traffic from the number one source on the Internet. All SEOs need to know what Black Hat SEO is and what happens when it is used.

What, Exactly, is Black Hat SEO?

Black Hat SEO is usually defined as an unapproved technique that could still boost a page’s position on a search engine results page (SERP). The search engine’s terms of service say that these things are not allowed, so the site could be banned from the search engine and its affiliate sites.

On Google’s Webmaster Guidelines and Bing’s Webmaster Guidelines, a list of the tricks and strategies that black hat SEO experts use is openly called out. “Does the work I’m doing help the user, or am I just doing it so search engines can see it?

Is a good way to tell if an SEO strategy would violate a search engine’s webmaster guidelines. If the user doesn’t get anything out of what you do, but your rankings are likely to go up, what you’re doing is likely black hat. The same test can be used to figure out if a paid search practice is considered “black hat PPC.”

Known Black Hat SEO Strategies

The following SEO techniques are considered “black hat” and should not be used at all if you want to stay in good standing with Google and other search engines:

  • Content Automation
  • Doorway Pages
  • Hidden Text or Links
  • Keyword Stuffing
  • Reporting a Competitor (or Negative SEO)
  • Sneaky Redirects
  • Cloaking
  • Link Schemes
  • Guest Posting Networks
  • Link Manipulation (including buying links)
  • Article Spinning
  • Link Farms, Link Wheels or Link Networks
  • Rich Snippet Markup Spam
  • Automated Queries to Google
  • Creating pages, subdomains, or domains with duplicate content

How to Report a Black Hat SEO

You can report black hat SEO for two reasons. Either someone attacked your website with a hack, virus, or spammy links as part of a negative SEO campaign, or you see spammy web results when you search for a competitive keyword that your website ranks for.

What Is Black Hat SEO 

For the second, you can use Google Webmaster Tools to report web spam. Please be smart about how you use this tool. SPAM does not deserve to be above me in search results. Black hat SEO could mean that you lie about web spam.

If your website was attacked by a hack, virus, or malware, ask for a malware review after you removed the bad code.

If your website is the target of a negative SEO campaign with spammy links, you can use the Disavow Links Tool in Google Webmaster Tools to get these links removed after you’ve tried to contact the webmasters who are linking to your website.

Why Should You Stay Away From “Black Hat” SEO?

If you use Black Hat SEO techniques, Google and other search engines may ban your site. Even though you may have some short-term success if more people visit your site, Google’s penalties are getting smarter and can hurt your rankings and traffic in a very bad way.

With hundreds of millions of people using Google every day to search for things, can you really afford to be de-indexed?

Also Read:

What is White Hat SEO and Why is It Important to Use White Hat SEO Techniques?

What is White Hat SEO

What Is White Hat SEO?

“White hat SEO” refers to SEO techniques that won’t break the rules set by Google and other major search engines. White hat SEO is the opposite of Black hat SEO.

In general, white hat SEO refers to any practice that improves your search rankings on a search engine results page (SERP) while keeping your website’s integrity and following the search engine’s terms of service.

Google says that these strategies don’t go against their rules. Here are some examples of white hat SEO:

  1. Providing content and services of high quality
  2. The site loads quickly and works well on mobile devices.
  3. Using meta tags that are detailed and full of keywords
  4. Making your site easy to navigate

Why is It Important to Use White Hat SEO Techniques?

If you don’t only use White Hat SEO techniques, Google and other search engines could ban your site.

As the most popular search engine, Google is used by billions of people every day, and each visit is a chance for someone new to find your site.

What is White Hat SEO

Google is an undeniably powerful way to get people to visit your website, and if you get banned, that traffic and even business can drop by a lot.

Think about how much work you put into your website and what it would be like if it was banned from the most popular search engine on the web.

Worse yet, once you’ve been banned from Google, there’s no guarantee they’ll let you back in. The effects of being banned from Google for life would be huge.

Why do that? Webmaster Guidelines has a full list of SEO techniques that Google approves of. Google’s Webmaster resources are the best place to learn about “white hat” SEO techniques.

Should You Use White Hat SEO Methods?

Using White Hat SEO practices is the best way to make a website or business that is ethical and successful in the long run.

Here are some steps you should take to make sure that all of your SEO techniques are white hat.

What is White Hat SEO

Offer content and services of good quality

Make good content that meets the needs of your visitors and helps them solve their problems. Use SEO keyword research tools to find out which keywords should be used to optimize your site’s content.

Then, focus on using those keywords in great content, like how-to articles and videos, that matches the intent of the keyword and your end user.

Use Meta tags that are detailed and full of keywords

Follow best practices when writing meta descriptions for each page on your website to help search engines and users find your content.

Make it easy to get around on your site.

Be careful when setting up the Information Architecture of your site. Websites that are easy to use tend to do better in organic search results as well.

Also Read:

How Search Engines Work and What is the Point of a Search Engine Algorithm?

How Search Engines Work

In this guide, we’ll tell you a little bit about how search engines work. This will talk about the crawling and indexing processes, as well as ideas like crawl budget and PageRank.

Search engines use their own web crawlers to go through hundreds of billions of pages. People often call these web crawlers search engine bots or spiders. A search engine finds its way around the web by downloading pages and following links on them to find new pages that have been added.

How is the Search Engine Index?

When a search engine finds a web page, it adds it to an index, which is a data structure.

The index has all the URLs that have been found, along with a number of relevant key signals about each URL’s content, such as:

How Search Engines Work

  • The keywords found in the page’s content—what does the page talk about?
  • Using microdata called Schema, what kind of content is being crawled? What is on the page?
  • How recent the page is – when was it last changed?
  • How people have used the page and/or domain in the past. How do people use the page?

What is the Point of a Search Engine Algorithm?

The goal of the search engine’s algorithm is to give the user a set of relevant, high-quality search results as quickly as possible.

How Search Engines Work

The user then chooses an option from the list of search results. This action, along with what the user does next, is added to what the search engine learns, which can affect its rankings in the future.

What Happens When a Search is Finished?

When a user types a search query into a search engine, the index is used to find all of the relevant pages. An algorithm is then used to put the relevant pages in a set of results in a way that makes sense.

Each search engine has its own way of figuring out which results are the best. For example, a page that ranks well in Google for a certain search query might not rank well in Bing for the same query.

In addition to the search query, search engines use other relevant information to come up with results.

  1. Location: Some search terms depend on where you are, like “cafes near me” or “movie times.”
  2. Language detected: If a search engine can figure out what language the user speaks, it will return results in that language.
  3. Previous search history: When a user types in a question, search engines will give different answers based on what that person has already looked up.
  4. Device: Depending on the device from which the query was made, the results may be different.

Why Might a Page Not Get Indexed?

There are a number of reasons why a search engine might not index a URL. This could be because:

  • Robots.txt file exclusions is a file that tells search engines what parts of your website they shouldn’t look at.
  • The noindex tag tells search engines not to index that page or to index another page that is similar (canonical tag).
  • Search engine algorithms think that the page is of low quality, has little content, or has content that is already on other pages.
  • The URL that takes you to an error page (e.g. a 404 Not Found HTTP response code).

What is Seo and How Do Search Engines Actually Work?

What is Seo and How It Works

Are you just starting with SEO? You may have heard that SEO can bring more people to your website and help you move up in the rankings, but you may not know how it works or where to focus. Now you’re in the right place. Find out what every online marketer should know about SEO by reading on.

What is the Defining Search Engine Optimization (SEO)?

First, let’s start with a simple question: what is SEO? Well, SEO stands for “Search Engine Optimization.” This is the process of getting traffic from free, organic, editorial, or natural search results in search engines. Its goal is to help your website rank higher in search results. Remember that the more people see a website, the higher it is on the list.

What is Seo and How It Works

Good SEO involves a lot of different things, like:

  • Finding relevant keywords that have a good chance of getting a lot of search traffic.
  • Creating high-quality, useful content and making sure that it is optimized for both users and search engines.
  • Putting in relevant links from good sites
  • Keeping track of the results.

SEO is now considered an important part of marketing.

What is the Difference Between Paid and Organic Search?

You must recognize the distinctions between paid search and organic, natural search, sometimes known as SEO. There are five significant variations:


The top search engine results pages for paid search results are displayed, while those for organic results are displayed below them.


Time is another important distinction between paid and organic search. While results from an organic search can take weeks, months, or even years to appear, results from paid searches can occasionally be obtained in as little as a few minutes. Therefore, with organic search, you must play the medium- to the long-term game.


As the term implies, paid search traffic is compensated when it comes to payment. You pay for each click (PPC) based on the cost per click (CPC). This implies that each time a user clicks on your advertisement, you are charged.

Consequently, you buy traffic for your page by paying Google to display your ad when a visitor searches for your keyword, as opposed to depending on organic traffic to your website. Although it does involve a time and resource investment, traffic for organic search is free.


It’s a lot simpler to calculate the return on investment, or ROI, using paid search. That’s partial because Google offers additional keyword information that Google Analytics can collect.

The ROI of paid search, however, may stagnate or even decrease with time. ROI for organic search is a little bit more difficult to quantify, but it frequently gets better with time. Organic search can provide a very excellent return on investment over the long term.

Portion of Traffic

Approximately 20% to 30% of searchers click on paid results, while 70% to 80% of searchers click on SEO results when it comes to traffic share. Therefore, organic results receive a majority of clicks.

How Are The Similarities Between Paid and Organic Search?

There are parallels between paid and organic search as well as differences:

Keyword research: Search engines are used for both paid and organic searches, and both call for the user to enter a keyword. Therefore, you must conduct keyword research for both paid and organic searches.

Landing pages: You must construct landing pages for each category of search. The landing page must be linked to your website for SEO purposes. It might be the same landing page you use for organic search or sponsored search, or it can be a different standalone page that lives outside of your website.

Traffic: Both sponsored and organic search have traffic generation as one of their main objectives. Most essential, user intent is included in both sponsored and organic search traffic. That is, when someone searches on Google for information or asks a question, they are acting actively and are therefore more likely to act on the information they discover.

What are the Three SEO Pillars?

Knowing how to get your brand, website, or business found by searchers is a basic competency for digital marketers, and keeping up with SEO changes will keep you at the top of your game. Although SEO is always changing in tiny ways, its core principles remain constant. We may divide SEO into three main pillars or components that you must be aware of and practice regularly:

Technical optimization is the process of finishing tasks on your website that aren’t directly related to content but are intended to boost SEO. Behind-the-scenes activities are frequent.

On-Page Optimization: On-Page Optimization is the procedure you employ to make sure the information on your site is pertinent and offers a wonderful user experience.

A content management system can help you accomplish this, which includes choosing the appropriate keywords to target inside your material. Content management systems like WordPress, Wix, Drupal, Joomla, Magento, Shopify, and Expression Engine are typical examples.

Off-Page Optimization: Off-Page Optimization is the process of raising your site’s ranks in search engines by engaging in activities off of it. Backlinks, which help to establish the site’s reputation, are a major factor in this.

How Do Search Engines Work?

When someone has a question and wants to look up the answer online, they use search engines. Search engine algorithms are computer programs that sift through data to provide users with the precise results they want.

What is Seo and How It Works

To identify websites and choose which ones to rank for a particular keyword, search engines use algorithms. To find information, search engines go through three stages: crawling, indexing, and ranking. Crawling is the discovery stage; indexing is the filing stage, and ranking is the retrieval stage.

Step 1: Crawling

Crawling is the initial action. Web crawlers are sent out by search engines to discover new pages and collect data on them. These web crawlers are sometimes known as robots or spiders. They aim to find new websites that are available and to frequently check previously viewed pages to determine if the material has changed or been updated.

Search engines use links they’ve already found to crawl web pages. When a search engine searches your homepage, it will look for another link to follow and may follow the link to your new blog post if you have a blog post that is connected from there.

Step 2: Indexing

The indexing process comes next. A search engine determines whether or not to use the content it has crawled during the indexing process. A search engine will include a crawled web page in its index if it determines that it is worthy. At the end of the ranking process, this index is employed. A web page or other piece of material that has been indexed is filed and saved in a database so that it can be retrieved later. Most websites that offer distinctive and valuable information are indexed. A website could be excluded from the index if:

  • Its content is deemed duplicate.
  • Its content is regarded as being of low quality or spam.
  • It was too big to crawl on.
  • There were no outside links to the page or domain.

Step 3: Ranking

The ranking comes as the third and ultimately most crucial phase. Only once crawling and indexing are finished can ranking take place. Your website can be ranked once a search engine has crawled and indexed it.

More than 200 ranking factors are used by search engines to categorize and rank content, and they all fall under one of the three SEO pillars: technical, on-page, or off-page optimization. Search engines employ a variety of signals to determine how to rank websites, as follows:

  1. Keyword presence in the title tag –If the term or a synonym was used on the page and in the title tag, it was present in the title tag.
  2. Web page loading time – How swiftly and how mobile-friendly is the web page?
  3. Website reputation – Website reputation refers to how well-regarded the web page and website are for the subject being searched for.

Putting Things in Order and Rank

Google’s main search algorithm is called “Hummingbird,” and it decides how search results should be ranked and ordered.

Google also has a part of its search engine called RankBrain that learns from machines:

  • If RankBrain sees a word or phrase it doesn’t know, it uses artificial intelligence to learn more about it by comparing it to other similar search queries.
  • It helps Google understand these queries by turning keywords into known topics and ideas. This means it can give better search engine results, even when the queries are unusual.
  • Instead of trying to be the best keyword-optimized result, RankBrain gives points to websites that make users happy and give them what they want.

Using Rankbrain to Its Fullest

A good SEO strategy is to tweak your website so that users have a better experience and are happier with it. You should also try to get the most out of the RankBrain ranking factor.

These are the three best ways to do this:

Medium-tail keywords should be your focus (key terms consisting of two to three words).

Optimize the titles and descriptions of your pages so that when people search, they are more likely to click on your listing. The click-through rate is the number of people who see you on Google and then click through to your website.

Optimize content to increase dwell time (how long people stay on the page) and decrease bounce rate (how often people leave the page) (the percentage of visitors who leave after only viewing one page).

Remember that the top three things Google uses to rank sites are:

  1. Links
  2. Content
  3. RankBrain