The first thing to understand about an SEO campaign is like all types of marketing campaigns their are no guarantees & the process is timely “Rome wasn’t built in a day!”. The next thing to understand is there are ethical techniques(white Hat) that if properly performed will get you to where you want to be. Their are also unethical techniques (Black Hat) which many people use for a quick buck with a pocket full of promise, these are great right up until you site get kick of the various search engines. All the search engines use various different types of ever changing algorithms to detect black hat techniques. the most well known of these black hat techniques of the past is hidden text, usually relevant keyword set to the same color as the background I.E white text with a white background. today this is probably the quickest way to get kicked of any search engine.

So how does SEO work?

All search engines use a series of ever changing algorithms which they keep very close to their chests, to work out the relevance of the site compared to what the users are searching the for. A major note to mention here is with the algorithm being in a constant state of flux what might work today might not work tomorrow and that what might work on one search engine might not work on another; hence their are not guarantees in SEO unless you’re of the quick buck frame of mind. When your site is listed with a search engine it will periodically send what is known as a crawler, other names include web spider & web robot to pass over your site, look for what are relevant words (“keywords”) which define what your site is about. A big tip here is that the crawlers only have a limited time on your site, we’re talking seconds so if your site isn’t W3c compliant, when the crawler hits a piece of code it doesn’t understand that it, it will spend the rest of time trying to decipher the problem. I keep mentioning keywords this is a big part of SEO, so big you will have to wait till next week.

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