In today’s modern world having a website for any online business is the best means to reach out to millions of potential customers. It is due to this that the visibility of the website should always be very high so that viewers searching for some information can find the website at that particular moment. There are many things that need to be considered to make a site attractive to the visitors, but one should remember that optimizing the web pages for the search engine is crucial for the growth of the business. Search engine optimization is a process or technique that is used to gain a top ranking with all the major search engines and this in turn draws a lot of traffic to the site. Now the point is whether search engine is a continuous process or simply a state? Can we sit back comfortably once we have achieved a higher rank in the SERP? This piece of writing will discuss the point in details.
SEO a Process
The definition of SEO has changed over the past few years. Earlier obtaining a higher ranking only meant stuffing some chosen keywords in the content, adding page titles, Meta tags and then waiting to get the page indexed by Google. But today things have changed a lot and the competition among SEO experts have become stiff. These professionals are aware of the latest algorithms of the search engines and the white hat and black hat SEO techniques. For higher rankings, SEO professionals also started using unfair means and tried to cheat the search, but with time, the crawlers became advanced and the search engines discovered new techniques of uncovering patterns that are related to the structure, content and end user data.
Business owners who are willing to maintain their top position with the search engines must realize the fact that search engine is a continuous process and not a state that can be obtained once and left for ever. A business site that is performing high today may not give the same results six months later and it is here that SEO experts use their knowledge and expertise to look for more links, enhance the content of the web pages to make it fresh and even do some more research so that the site rankings remain stable and do not drop easily.
Why search engines have constantly updated the algorithms?
Search engines try their best to avert manipulation of the rankings and offer the visitors most qualified and informative results. Using proper SEO techniques to increase the visibility of the website requires some time. It is true that a website will not attain a higher ranking in the SERP within 24 hours; it needs a continuous effort from SEO professionals having thorough understanding of the changing algorithms of the search engines. There are webmasters who try to unveil the deep secrets of these algorithms and try to exploit the loopholes to obtain a higher ranking. They found foul methods of stuffing the web page with keywords that remained invisible in the eyes of the spiders. This approach has made the search engines tighten the security over the algorithms and the process that they apply to judge the relevancy of the website based on the key search terms. Google placed filters to check the repeated use of the chosen keywords or phrases and devalued the web page. SEO experts have to constantly update themselves and adhere to the strict guidelines of the search engines or their websites may be banned from the engines.
Websites that gained rankings by unfair means lost their position as soon as the algorithms were changed. Though they did not disappear completely but they failed to secure the top ranking for the key terms. Today most of the reputed SEO companies proffer customized solutions to their clients that are tailor made to cater to their unique business needs. It is vital to understand that every business is unique based on this point, webmasters should proceed with the optimization of the website. All the recent developments in the algorithms and the optimization techniques have enabled the visitors to view more accurate and informative results. Today, we can say that SEO is all about optimizing various file types, getting qualitative inbound links, publishing fresh and informative content, appropriate selection of keywords, thorough market analysis and above all use of white hat techniques while following the guidelines of the search engines.
This process of continuous development even in future will enable us to view reliable and relevant results and contribute to the growth of the entire SEO industry. Time ahead, the results will be based on geo locations, preferred search engines, search history and other approaches that will slowly change the SEO process and techniques used by the SEO experts today.