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What is SEO?

SEO, short for Search Engine Optimisation is achieved by increasing the amount of visitors to a website. The process involves combining various techniques - identifying valuable keywords, keyword driven content, back links and social networking among others - to improve a website’s ranking in the various Search Engine results pages and promote accessibility to a website. The higher a website ranks on a results page, the greater the chance of increased traffic/visitors. A website should aim to appear on the first page of the search results page. It is characteristic of users to only skim through the first page of search results. This is where the art of SEO comes in.

It is best for a website to be organically optimised. Organic SEO refers to the processes executed to allow a website to obtain a high search engine ranking naturally. Techniques involved in this process include: identifying valuable keywords, keyword driven content, back links, link building and social networking among others. It can also be referred to as White Hat SEO, which focuses on the relevancy of the website’s content and is especially concerned with organic optimisation and following strict optimisation rules and regulations.

White Hat SEO is contrasted with Black Hat SEO. Here, the process is a lot more aggressive and forceful. While white hat SEO aims to draw visitors by offering them valuable and useful content, Black hat focuses only on the search engines themselves and not the visitors. It generally does not follow the rules and regulations and therefore includes a great risk of website banning, where a website may be banned from search engines. it is therefore not ideal if a company intends to make a long term investment of their website. Techniques involved include: keyword stuffing, invisible text and doorway pages.

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