Any query of a popular phrase in a search engine would yield a large number of results. In this scenario, the techniques which allow a company to be displayed in the first few results for a query using a specific word is called Search Engine Optimization or SEO. The reason behind the growing popularity of SEO in past few years is that the appearance of the website in top search results aids in attracting more visitors to it, which very often translates into more business.
Black hat and white hat are the two basic categories of SEO techniques. Black hat SEO involves somewhat unaccepted means to get a website to the top of the search rankings. Whereas, white hat SEO works within the framework laid down by the search engines and concentrates on making use of widely accepted strategies.
To connect a particular web page to a specific keyword, the search engines in the past utilised the Meta data of the page that has been included in the code of that page. But, nowadays, a huge proportion of search engines have employed complicated algorithms which assess over two hundred different parameters to rank search results.
SEO experts have to be aware of all the new developments made by search engines and find out the relative weight of different factors in a search algorithm. This information aids them in updating the SEO strategies for their clients to propel them to appear in top results of popular keywords. Some time back, when the search engines depended upon Meta data and the text on the page, this process required optimizing Meta tags and ensuring a reasonable density with which a keyword existed on the page.
Although these factors are critical even today, the popularity of the web page is now more significant for the search engines. The popularity of a specific web page is determined by the number of other pages linking to it. This method is democratic in essence, where each link is similar to a vote for the specific web page. Due to this, SEO nowadays requires substantial work outside the site such as distributing free content in exchange of links to the site and creating presence on blogs and other social mediums online.
The most important thing to keep in mind about SEO is that it is not static. The field is constantly changing and your strategies need to adjust to those changes. That is the reason why it is so important to engage a seasoned SEO consultant to assist you.