Since everything has gone online, it is only natural that companies think of optimizing their website content so that it features high in the search engines. This is to gain eyeballs from their prospective clients. Everyone looks up the internet when looking for a product or service. Right from the locally available ones to those located in the other part of the world. Since there are similar services or businesses selling similar products, to cut through the competition and make it to the top, SEO is important.
SEO & search engine optimization is a technique that companies depend upon to get their website to appear high or among the top few that appear on the first page of the search engine.
Each visit is vital, and conversions lead to profits. Shouldn’t businesses then invest in SEO?
It is a decision the business should make after careful consideration of the ROI.
Before you decide which type of service to choose and hire for your SEO needs, one should be familiar with the techniques experts will use.
- White Hat techniques – This technique carefully considers the search engine guidelines to improve a website’s visibility. The ranking secured by a website is dependent upon the search engine’s algorithm which changes frequently. The experts keep track of the changes and what matters most to the search engine. Good quality content, link acquiring campaigns, website optimization and manual outreach and restructuring of the website if required are all techniques the SEO experts take to perform their job. This method results in a slow but steady rise in the website’s ranking.
- Black hat techniques – This method is like a short cut to success. It involves exploiting the various weaknesses in the search engine’s algorithm to get a good ranking. This method is not quite favored by the search engines such as Google. It can result in short bursts of success that is not long lasting. Black hat techniques include keyword stuffing, link spam, hidden text, cloaking, hidden link, etc.
- Grey Hat techniques – As the name suggests, it falls somewhere in between the above two techniques. It is a combination of both the above techniques. Sometimes, companies resort to gray hat measures as a transformation from black to white or white to black. It could be due to the pressure from the client to deliver better results. Some companies offer gray hat techniques, but it is not often used.
The above three are different techniques for SEO. The company is choosing to get SEO done to decide which is best for them. They also need to consider the budget they have in hand which they would be willing to invest. There may be some time lag before they begin to see results. Usually, white hat costs more and deliver betters results over time.
We recommend using the services of a company that organically builds the ranking, and that is how one can last longer in the market.