Search Engine Optimization - Internet Technologies

What is SEO?

Search Engine Optimization means performing activities to lure more visitors to your website via search engine like changing your text and HTML code, text formatting or document to communicate.

Types of SEO

SEO is classified into two types: White Hat SEO and Black Hat or Spamdexing


Below are the White Hat techniques.

  • If the search engine’s guidelines are followed.
  • If any deception is not involved.
  • It makes sure the content a search engine indexes and subsequently ranks is the same content a user will observe.
  • It makes sure that the Webpage content should be created for the users and not just for the search engines.
  • Good quality of the web pages is ensured.
  • Useful content is ensured on the web pages.


Below are the Black Hat techniques or tactics.

  • By improving the rankings that are disapproved by the search engines.
  • Using more human friendly search engines from a page using redirecting.
  • Making users to redirect to a page that is different from the page the search engine ranked.
  • Keeping two versions of a page where one is made available to search engine spiders/bots and other for human visitors. This is known as Cloaking SEO tactic.
  • Using “no frame” sections, hiding text or with the page background color and also using small font size within HTML code.
  • Meta tag stuffing is referred to as repeating keywords in the Meta tags which are unrelated to site’s content.
  • Efficiently using the page size to place the keywords to increase the keyword count, variety and density of the page known as Keyword Stuffing.
  • Low-quality web pages are created containing very little data but are instead stuffed with very similar key words and phrases. These pages are known as Doorway or Gateway Page.
  • Use similar content but different URLs by mirroring the web sites.
  • Page hijacking is a way of creating a rogue copy of a popular web site which displays the similar data to the original web page but redirects web surfers to malicious web sites.

Key Elements to ethical SEO

Keyword research

It helps you in finding the keywords which users employ to find products and services within your chosen market instead of randomly guessing keywords that are believed popular.

Content development

Content development involves:

  • Navigational flow and menu structure
  • Site copy or articles
  • Headings and sections

Web development

Web development involves

  • Text-based site development.
  • Logical and clean site structure.
  • Correct markup of page elements.

Link Building

Building links will make up most of your work. This can be automated by using shortcuts, workarounds and service submissions.

Internal linking is the key. Do it in same way how the content is linked from an external site.

Webmaster Tools

Both Google and Bing gives insight into the search engine activity by Webmaster dashboard.

Dashboards give several tools which offer us to understand how the search engine sees your site. These are the only way to identify crawling, indexing, and the ranking issue with your site.

SEO Do’s and Don’ts


Many tips to help in optimizing your web site for various Search Engines:

  • To maximize relevance with Google, create logs of pages and each page should contain a minimum of about 200 words of text.
  • Create a Sitemap, Help, FAQ, About Us, Link to Us, Copyright, Disclaimer, and Privacy Policy pages.
  • Provide easy navigation by creating a home page link to each and every web page.
  • Have an eye on your dynamic page URLs as Google can crawl and index dynamic pages as long as you don't have more than 2 parameters in the URL.
  • Ensure there are no broken links as they reduce your other pages rank as well.


Below list of Don’ts that should be followed.

  • Hidden texts are avoided.
  • Don't create alt image spamming by putting wrong keywords.
  • Meta tags stuffing is not preferred.
  • Frames and flash are bane on your site.
  • Do not exchange your links with black listed sites.
  • Don’t use miss spelled keywords to fool your site visitors.
  • Sending spam emails to thousand of email IDs is bad idea.
  • Don't use graphics on your site.
  • Don't create many doorway pages.
  • Don't try to duplicate content of you web pages.
  • Submitting your website many times in a single search engine is a bad idea.
  • Don't use sub-directory depth more than 1-2.
  • Create static pages instead of many dynamic pages.
  • Don't fill up your pages with code.
  • Nesting your pages makes it look complex.

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