Search Engine Optimization (SEO) &

Search Engine Marketing (SEM)



EGlobalSolution is specialized in Search Engine Optimization (SEO) and it offers optimized web design, website redesign, spider-friendly e-commerce solutions and ethical search engine optimization (SEO) services to individuals and businesses throughout the globe.


What is SEO?



Search engine optimization (SEO) is the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results. Usually, the earlier a site is presented in the search results, or the higher it "ranks," the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.


As an Internet marketing strategy, SEO considers how search engines work and what people search for. Optimizing a website primarily involves editing its content and HTML coding to both increase its relevance to specific keywords and to remove barriers to the indexing activities of search engines.


Another class of techniques, known as black hat SEO or Spamdexing use methods such as link farms and keyword stuffing that degrade both the relevance of search results and the user-experience of search engines. Search engines look for sites that employ these techniques in order to remove them from their indices.



Search Engine History


Webmasters and content providers began optimizing sites for search engines in the mid-1990s, as the first search engines were cataloguing the early Web. Initially, all a webmaster needed to do was submit a page, or URL, to the various engines which would send a spider to "crawl" that page, extract links to other pages from it, and return information found on the page to be indexed. The process involves a search engine spider downloading a page and storing it on the search engine's own server, where a second program, known as an indexer, extracts various information about the page, such as the words it contains and where these are located, as well as any weight for specific words, as well as any and all links the page contains, which are then placed into a scheduler for crawling at a later date.

Site owners started to recognize the value of having their sites highly ranked and visible in search engine results, creating an opportunity for both white hat and black hat SEO practitioners.

Early versions of search algorithms relied on webmaster-provided information such as the keyword Meta tag, or index files in engines like ALIWEB. Meta tags provided a guide to each page's content. But using Meta data to index pages was found to be less than reliable because the webmaster's account of keywords in the Meta tag was not truly relevant to the site's actual keywords. Inaccurate, incomplete, and inconsistent data in Meta tags caused pages to rank for irrelevant searches. Web content providers also manipulated a number of attributes within the HTML source of a page in an attempt to rank well in search engines.

By relying so much on factors exclusively within a webmaster's control, early search engines suffered from abuse and ranking manipulation. To provide better results to their users, search engines had to adapt to ensure their results pages showed the most relevant search results, rather than unrelated pages stuffed with numerous keywords by unscrupulous webmasters. Since the success and popularity of a search engine is determined by its ability to produce the most relevant results to any given search allowing those results to be false would turn users to find other search sources. Search engines responded by developing more complex ranking algorithms, taking into account additional factors that were more difficult for webmasters to manipulate.


Page Rank



While graduate students at Stanford University, Larry Page and Sergey Brin developed "backrub", a search engine that relied on a mathematical algorithm to rate the prominence of web pages. The number calculated by the algorithm, PageRank, is a function of the quantity and strength of inbound links. PageRank estimates the likelihood that a given page will be reached by a web user who randomly surfs the web, and follows links from one page to another. In effect, this means that some links are stronger than others, as a higher PageRank page is more likely to be reached by the random surfer.


Ranking Algorithm



By 2007, search engines had incorporated a wide range of undisclosed factors in their ranking algorithms to reduce the impact of link manipulation. Google says it ranks sites using more than 200 different signals. The three leading search engines, Google, Yahoo and Microsoft's Live Search, do not disclose the algorithms they use to rank pages.

 


Webmasters and Search Engines



By 1997 search engines recognized that webmasters were making efforts to rank well in their search engines, and that some webmasters were even manipulating their rankings in search results by stuffing pages with excessive or irrelevant keywords. Early search engines, such as Infoseek, adjusted their algorithms in an effort to prevent webmasters from manipulating rankings.

SEO companies that employ overly aggressive techniques can get their client websites banned from the search results. In 2005, the Wall Street Journal reported on a company, Traffic Power, which allegedly used high-risk techniques and failed to disclose those risks to its clients.
 

Getting Indexed



The leading search engines, Google, Yahoo! and Microsoft, use crawlers to find pages for their algorithmic search results. Pages that are linked from other search engine indexed pages do not need to be submitted because they are found automatically. Some search engines, notably Yahoo!, operate a paid submission service that guarantee crawling for either a set fee or cost per click. Such programs usually guarantee inclusion in the database, but do not guarantee specific ranking within the search results. Yahoo's paid inclusion program has drawn criticism from advertisers and competitors. Two major directories, the Yahoo Directory and the Open Directory Project both require manual submission and human editorial review. Google offers Google Webmaster Tools, for which an XML Sitemap feed can be created and submitted for free to ensure that all pages are found, especially pages that aren't discoverable by automatically following links.


Search engine crawlers may look at a number of different factors when crawling a site. Not every page is indexed by the search engines. Distance of pages from the root directory of a site may also be a factor in whether or not pages get crawled.


White Hat vs. Black Hat SEO


SEO techniques can be classified into two broad categories: techniques that search engines recommend as part of good design, and those techniques of which search engines do not approve. The search engines attempt to minimize the effect of the latter, among them spamdexing. Industry commentators have classified these methods, and the practitioners who employ them, as either white hat SEO, or black hat SEO. White hats tend to produce results that last a long time, whereas black hats anticipate that their sites may eventually be banned either temporarily or permanently once the search engines discover what they are doing.

An SEO technique is considered white hat if it conforms to the search engines' guidelines and involves no deception. As the search engine guidelines are not written as a series of rules or commandments, this is an important distinction to note. White hat SEO is not just about following guidelines, but is about ensuring that the content a search engine indexes and subsequently ranks is the same content a user will see. White hat advice is generally summed up as creating content for users, not for search engines, and then making that content easily accessible to the spiders, rather than attempting to trick the algorithm from its intended purpose. White hat SEO is in many ways similar to web development that promotes accessibility, although the two are not identical.

Black hat SEO attempts to improve rankings in ways that are disapproved of by the search engines, or involve deception. One black hat technique uses text that is hidden, either as text colored similar to the background, in an invisible div, or positioned off screen. Another method gives a different page depending on whether the page is being requested by a human visitor or a search engine, a technique known as cloaking.


Search Engine Blacklisting


Search engines may penalize sites they discover using black hat methods, either by reducing their rankings or eliminating their listings from their databases altogether. Such penalties can be applied either automatically by the search engines' algorithms, or by a manual site review. One infamous example was the February 2006 Google removal of both BMW Germany and Ricoh Germany for use of deceptive practices.  Both companies, however, quickly apologized, fixed the offending pages, and were restored to Google's list.

 


Marketing Strategy


Eye tracking studies have shown that searchers scan a search results page from top to bottom and left to right (for left to right languages), looking for a relevant result. Placement at or near the top of the rankings therefore increases the number of searchers who will visit a site. However, more search engine referrals does not guarantee more sales. SEO is not necessarily an appropriate strategy for every website, and other Internet marketing strategies can be much more effective, depending on the site operator's goals. A successful Internet marketing campaign may drive organic traffic to web pages, but it also may involve the use of paid advertising on search engines and other pages, building high quality web pages to engage and persuade, addressing technical issues that may keep search engines from crawling and indexing those sites, setting up analytics programs to enable site owners to measure their successes, and improving a site's conversion rate.


Natural Search Traffic


SEO may generate a return on investment. However, search engines are not paid for organic search traffic, their algorithms change, and there are no guarantees of continued referrals. Due to this lack of guarantees and certainty, a business that relies heavily on search engine traffic can suffer major losses if the search engines stop sending visitors. It is considered wise business practice for website operators to liberate themselves from dependence on search engine traffic. A top-ranked SEO blog Seomoz.org has reported, "Search marketers, in a twist of irony, receive a very small share of their traffic from search engines." Instead, their main sources of traffic are links from other websites.

 


Our SEO/SEM Services:



Amongst the optimization services that we offer to our clients are:

  • Ethical Search Engine Optimization
  • Website Redesign Services
  • Optimized SEO Web Design
  • Optimized Content Management Solutions
  • Optimized E-Commerce Solutions


Ethical Search Engine Optimization



In today's climate, it is important that your website has all of the elements of search engine optimization, (search engine positioning, search engine ranking or search engine placement) and the EGlobalSolution SEO team ensure they only use ethical search engine optimization techniques while working on your website. Our search engine optimizers do not use Black Hat SEO, such as hidden text, cloaked pages, mini-nets, link farms, spam indexing, duplicate doorway pages, link schemes, etc, as any of these black hat SEO techniques can lead to penalties or a permanent ban from the major search engines.


At EGlobalSolution, our Graphic Design team , SEO and Developers all work very closely from the very first day and believe that your web site design should be optimized to be search engine friendly, attractive, rich in SEO Web Content, fast-loading and the site should be easy to navigate. Designing your site, by focusing on all of these SEO friendly prerequisites, create loyal customers, brand your business, generate unlimited traffic and convert leads to sales.


Web Design with Search Engine Optimization



When designing your web site, our designers ensure that your web site has all the elements of ethical search engine optimization, to ensure that it ranks well on the search engines.


Professional Optimized Web Design



Your web site is, without doubt, the biggest business presentation of your career. Even if your target audience is UK or Europe, your web site will be broadcasting to the entire world for 24 hours a day, 7 days a week - so the coding, design and content of your web site needs to be spot on. Far too many graphic designers are now providing web design services with little knowledge of SEM, SEO and Internet Marketing.


The EGlobalSolution Web Design team will develop your company's web pages, taking into account all of the elements of ethical search engine optimization, in the most cost efficient, creative way possible. Contact us Today to discuss your web design or search engine optimization requirements, order a Free search engine positioning report, or request for a Free SEO Web Design Quote and one of our web design team will get back to you straight away.


Guarantee



Please keep in mind that your site will not be listed in the search engines and directories in the twinkling of an eye. Thus, the average time between submitting your URL and getting it into Google is 45-60 days. That can be explained by the fact that Google renews its database rather slowly and it does not depend on us in any way. Nevertheless we guarantee that, depending on the amount of promotion work, for a number of keywords your site will be on the first pages of search engines (Google in particular). And you won't need that chargeable submission offered by the engines!


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