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A search on any search engine for a popular keyword yields thousands, if not hundreds of thousands of results. In such a scenario, how a website manages to feature among the top results of a query for a specific keyword is called Search Engine Optimization or SEO. Figuring at the top of a web search can attract more traffic for your website, leading to more business, and that is why SEO has attained such prominence in the last few years.

SEO can be divided into black hat SEO and white hat SEO. The tools applied in black hat SEO to push the website in the top results are not seen as ethical. In contrast, white hat SEO abides by all the principles prescribed by the search engines and concentrates on the techniques which are largely accepted.

In order to understand the significance of a web page for a particular keyword, search engines conventionally used the page’s Meta data, which is inserted into the code of the page by webmasters. But, nowadays, a huge proportion of search engines have started using complicated algorithms which evaluate over two hundred distinct parameters to rank search results.

SEO experts have to keep track of all the new developments made by search engines and guess the relative weight of different factors in a search algorithm. This information helps them fine-tune the SEO techniques for their customers so that they stay competitive for selected 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 density with which a keyword existed on the page.

Although these factors are crucial even today, the popularity of the web page is now more important for the search engines. The popularity of a web page is judged based on the number of links to it from other web pages. It is almost like a democratic process as each link to the web page can be seen as a vote. Because of this, now SEO has to focus on offsite techniques as well, such as offering content for free to receive inbound links and establishing a presence on online hubs for social interaction, such as blogs, forums etc.

The most crucial factor to remember about SEO is that it is not static. This field keeps changing and your methods should be up to date with the changes. This is what makes using the services of a professional SEO consultant so vital.

Find out more about the available SEO Singapore and SEO Trainings.