Search Engine Optimization (SEO)

Search Engine Optimization (SEO)Brook Web Works provides professional Search Engine Optimization services for small businesses in Appleton, Wisconsin and other Fox Valley communities.

What is Search Engine Optimization (SEO)? It’s the method by which we work to optimize your website for the best possible placement on major search engines including Google, Bing and others to improve the ranking of your website pages on search engines like Google so that more possible customers can find you online. Brook Web Works SEO is important to the online success of your website. SEO best practices and techniques change frequently, but we are always studying up the latest SEO techniques to help you stay a step ahead of your competition.

So what are the factors influencing search engine rankings? There are two parts to search engine optimization; known as on-page SEO and off-page SEO.

On-Page SEO Ranking Factors.

On-page SEO refers to the things contained on your website itself, or on the page, like your site’s content, coding and technology, images and so on.

We will evaluate the website for the best placement on Google and other search engines include your website’s keywords, title, description, image alt tags, heading and several other factors. We will also analyze your site’s content, such as your paragraphs, headings and other text and optimize it for keyword density and relevancy for the search conditions being targeted on each page.

Off-Page SEO Ranking Factors.

Your website’s search engine optimization is also affected by things that are not on your website “off-page” —online information about your website that does not appear on your site. Off-page SEO is affected by back links, local listings, blogging, social media (Facebook, Twitter, LinkedIn, and more).

Off–page search engine optimization has changed significantly over the last few years. Google and other search engines use algorithms to help them rank which websites are the most appropriate for a given term that the user enters to the search engine.

When a search engine makes a change its algorithm, SEO techniques must change and adapt to continue to be effective in increasing search engine rankings. As SEO specialist we use current search engine optimization techniques to improve the search engine rankings of your websites.

White Hat and Black Hat Search Engine Optimization

The terms “white hat” and “black hat” SEO have been defined by experts in the SEO industry and are known as two distinctly different ways to optimize a website for better search engine placement.

White Hat SEO

White Hat SEO is considered the “right” way to optimize any website for superior search engine rankings. This means following SEO guidelines set by search engines and using these techniques to optimize a website. White hat SEO has no risk of resulting in website penalization by search engines and is more effective, and has longer lasting SEO results.

White hat SEO include tasks like genuine link building to improve back links, using highly specific keyword targeting and landing pages for better relevancy, and making smart choices about your domain name. Google Insights for Search help you pick the domain name that will be most beneficial to the success of your business. Read more about choosing the right domain name for your website.

Black Hat SEO

Black Hat SEO means using tactics and techniques not approved by Google and the search engine optimization industry to optimize a website. Black hat SEO is considered to be unethical, as the tactics used to optimize a website include those that attempt to trick the search engines into ranking your website higher. Black Hat SEO techniques are things like invisible text (such as text that is the same color as the background), keyword stuffing, link farming and other spam techniques that degrade and hurt the relevancy, quality and value of search engines and their search engine results.

Any search engine optimization success gained from using these unethical techniques is often short-lived and certainly not worth it. Google’s algorithms are very smart, and are regularly on the lookout for websites that are utilizing these sorts of SEOs techniques. When search engines discover that techniques like these have been used, your search engine rankings can fall drastically, or Google may penalize you by sand boxing your website, or even blacklisting your domain. Domain blacklisting means that your website will not appear anywhere in the Google search results, which in the Internet Age, can be a crisis for any business. This is why we only use proven, Google approved white-hat SEO techniques to optimize your website. In short, when Google is happy — you will be happy, because they will reward you for ethical SEO, relevant content and clean code by moving you higher up into the search engine results.

Contact us for a free SEO quote and start building your Google SEO strategy today!

Here is a good description of Search Engine Optimization.


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