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SEO or Search Engine Optimization is a powerful internet marketing strategy that enables the articles of content providers and websites of web hosters to get ranked in the top few search results of search engines. Search engines are those that provide users with a list of sites containing the information queried for. Among the many search engines, the most familiar ones are Google, Yahoo, MSN and certain others like Lycos and Rediff. Each of these search engines follows a different search strategy. Beyong being a strategy, SEO is an art. To gain expertise in SEO, one needs to start from the basics of search engine optimization and know the various techniques of SEO and ways to implement it in articles and sites. SEO has become a buzzword in Internet Marketing and many firms now offer SEO services online. A website that is content rich may be considered to be having a strong SEO and this invariably reaches the first top listings in the results of a search engine.

Search Engine Optimization Techniques

Search Engine Optimization techniques popularly known as SEO techniques include the following:

• Organic SEO
• Algorithmic SEO
• On Page Optimization
• Off Page Optimization

The Organic and Algorithmic SEOs are otherwise collectively called as Natural SEO techniques or White Hat SEO techniques. They are natural and ethical means of getting listed in the top page listings of a search engine.

Organic SEO techniques are achieved through a deep rooted knowledge in the context and putting in a lot of relevant and relative content. By relative content, we mean information related to the keyword. For example, if the user queries for ‘ recipes’, then the article should enlist the cuisines and recipes available all over the world, relevant content that involves the traditions and disciplines of cooking practiced in different parts of the world, and related content like table manners and etiquette, arrangement of silver and so on. To make your articles or websites appear in the top results, you must let them talk by themselves. Algorithmic SEO is based on the conventional search algorithms and object oriented programming concepts like Encapsulation, Inlining and subclassing.

On Page Optimization refers to optimizing or improvsing on the title, metatags and incorporating important html tags, suitable images and links. However, while performing on page optimization, one should make sure to see that he does not make the page unreadable by stuffing-in too much of keywords. To avoid such stuffing-in, one needs to follow what is known as keyword density. Off page optimization refers to increasing traffic on sites by posting links to contents or websites elsewhere, say in blogs, other websites, social networking sites like Digg, Twitter, or in forums.

White Hat and Black Hat SEO

White Hat SEO refers to the act of increasing page ranks by genuinely contributing content- rich sites or articles. Black Hat SEO is the act of stuffing a page up with too many keywords, not paying attention to the keyword density and embedding hidden links. Sites which use blackhat SEO can also comprise of hackers and back door clients. Such hackers are popularly known as black hat hackers. Such hackers illegitimately penetrate into the users’ computer and tracks the user data, passwords or bank accounts.Hence, Black hat SEO is also called spamdexing as such sites are more or less spam sites. However, not all black hat SEO sites are spam sites. Some might do it to boost results and rake in profits or to advertise their products. Users sometimes experience what is known as page hijacking, where a click to a particular link suggested as a ‘ top result ‘ by a search engine, can actually redirect web surfers to malicious sites. This is called page hijacking. One could also be redirected to fake blogs or spam blogs called splogs. Spammers are making use of the keyword swine flu and using the black hat optimization technique to promote malicious and pornographic content. Other popular keywords used to spread malware are ‘free anti-virus’, ‘free anti-spam’ and ‘free-spyware’.

Caution Web Surfers!

Web surfers should visit sites with great caution and should exit immeditately when they are re-directed to irrelevant sites and blogs. Search engines should take the black hat SEO techniques as a serious matter of concern and find a solution to curb such lucrative business tactics and to prevent the spread of malware. Web surfers should also make sure that they download trial versions of anti-virus softwares only from the official sites of the antivirus and avoid third party sites for such downloads. Like the saying “A bird in hand is worth two in the bush. “, it is better to purchase anti-malwares from the official sites at the prescribed prices rather than purchasing anti-malware from sites that claim to be selling them at lower prices. Such sites might be selling malwares and not anti-malwares!!