SEO or simply Search Engine Optimization is a method of techniques used to increase website traffic by making it easy to find by search engines like Google, Yahoo! and others. White hat SEO compiles with rules and guidelines of search engines operators. It is ethical, legal and focuses on the human audience rather than bots or clicks baits.

OVERVIEW

Just imagine having a shop without any signboard, no name, no contact no. nothing in particular. This will bring fewer customers to the shop as they don’t know what you’re selling. Even if a few customers come, they’ll leave when they won’t find the product they’re looking for. This is your website without Search Engine Optimization.
In a given day, WordPress alone publishes around 2 million posts, that is, roughly 24 blog posts per second. With this kind of numbers, it is very hard to stand out on the internet. Showing up on the front page of Google can decide between a thriving business and a bankrupt one.

HOW SEARCH ENGINE WORKS

Google guards its search algorithm pretty well. It considers around 200 factors to rank a website in its search index. A few are known such as Website name and URLs, its contents, metadata, page design.
Before we understand the search process, we need to know that there are generally two forces of SEO.
White Hat SEOs as described earlier stick by rules and regulations. They’re here for the long haul. They increase website traffic organically through high-quality contents, comprehensive texts and pictures.
Whereas, Black Hat SEOs are here for the quick buck. They use unethical practices like keyword stuffing, shady redirects, poor quality contents, paid or private links to gain website traffic.
Alright, let’s dive deep into how the search cycle works.

• Crawlers: Search engines are not humans; they use software to ‘crawl’ through webpages which compares a lot of factors which goes into deciding which websites will appear first on its search index.
• Indexing: These factors are now stored in a huge database where it can be retrieved when some searches for a related keyword.
• Search: When a search request is entered, the search engines uses its algorithm to detect millions of webpages related to the entered keyword.

ADVANTAGES OF WHITE HAT SEO

• Healthy relationship: Increases interest around the business or product. People are readily able to connect with the quality content provided and are more satisfied, thus generating a long-term relationship.
• Realism: Rather than using click baits links, it uses organic backlinks which helps the business/website in the long run.
• Low Risk: Black Hat SEOs are like thieves. If caught, they have to pay huge fines and are subject to a bad reputation. Whereas White Hat SEO are completely legal and don’t have to worry about authority.
• Good revenue: In the long run, White Hats transforms the business into a profitable one and helps to get a good Return of Investment (ROI) sticking to the regulations.

SEO AND DIGITAL MARKETING

Search Engine Optimization and Digital Marketing aren’t very different. SEO focuses on website hits and Digital marketers engage in the business’s online presence on different social media.
Without SEO, digital marketing is dead as no one would like to visit a poorly curated website. SEO needs to be updated frequently with the latest trends or it won’t survive the competition. For example, Google recently changed its search engine ranking from desktop to mobile devices.
If the SEO of certain websites are not mobile-friendly, it will affect the business badly. Therefore, it is very important to be updated with the latest SEO techniques.

SEO AND THE FUTURE

It is often said that SEO is dead. This statement is not true. SEO is dead if the website does not keep updating with the search engine’ indexing. It is incredibly misunderstood.
The future of SEO is with Artificial Intelligence. As search engines are becoming smarter every day, it is more likely to index good websites at the top rather than some poorly optimized ones. Massive investments are made by corporates such as Google to improve its RankBrain algorithm. Therefore, having a rich content website is important than ever.
It is high time now to learn Search Engine Optimization. Every other business, be it small or multinational is employing SEO on its websites. SEO jobs are in all-time high demand. Having an SEO degree can make your dreams come true. It can land you in a cushion job. It can help you become a successful entrepreneur. It’s turning a poverty-stricken business into a prosperous one.

One thing we should not forget. SEO is not a static system. It is a never-ending process which changes continuously with online customer behaviour, search engine algorithms and many more. To keep up with SEO strategies, joining a trusted and reputable marketing school is very important. I recommend Kolkata School of Digital Marketing which is the digital marketing training institute in Kolkata. Located in the joyful city of Kolkata, it covers every aspect of Digital Marketing from SEOs, SEMs (Search Engine Marketing) to Mobile Marketing which is trained through various case studies and live examples. It also offers corporate training programs to boost your business to the next high level. The outcome of the courses is next to perfect. Most of the trainees are being hired by top companies and some have even become successful bloggers. Now you can fulfil your dream too. Join today.