Black hat and white hat are the two primary classifications of SEO techniques. Black hat SEO entails somewhat unethical means to make a website appear at the top of the search rankings. However, white hat SEO only uses those techniques which are approved of and do not go against the rules of the search engines.
The search engines in the past matched a webpage with the search for a particular word by using Meta data, which is normally embedded in the code of a webpage. However, major search engines now utilise complex algorithms to display the results that are filtered on the basis of more than 200 varied factors.
SEO experts have to keep track of all the latest developments made by search engines and guess the relative weight of different factors in a search algorithm. This knowledge aids them in improving the SEO strategies for their clients to enable them to figure in top results of popular keywords. Some time back, when the search engines depended upon Meta data and the text on the page, this process needed optimizing Meta tags and ensuring a reasonable frequency with which a keyword existed on the page.
Despite the continued importance of the onsite factors, the search engines now put a greater emphasis on how popular a page is. The number of links referring to a web page indicates the popularity of that web page. This process is democratic in essence, where every link is similar to a vote for the particular web page. Therefore, SEO these days requires strategic work outside the site such as giving away free content in exchange of links to the site and establishing a presence on blogs and other interactive mediums online.
The most important thing to keep in mind about SEO is that it is quite dynamic. The field is always changing and your strategies need to adjust to those changes. That is the reason why it is so critical to engage an experienced SEO consultant to assist you.
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