Search engine optimization is one of the core facets of digital marketing. Any decent digital marketer will tell you the importance of staying on top and how to get there. Search engine optimization works on the premise of how search engines are designed. Search engines like google and yahoo have crawlers that explore and hunt through the internet to find websites. Once these websites are found, they are returned to the search engine in the form of 1s and 0s, which are indexed according to the reoccurrence of the term that was searched for on the website. So for example, if you are offering a summer camp for children and your website doesn’t have any content on the summer camp that you are offering and only on the general product; then it is likely that your website won’t be featured in the top website searches. But if your website is filled with content on the summer camp and other phrases such as a class for children during the summer or camp for kids during the holiday; there is a higher possibility for the website to show up in the top searches.
There are essentially three forms of search engine optimization. Firstly, there is white hate search engine optimization that utilizes efforts such as quality content development, HTML optimization, research, outreach, etc. The white optimization is where a search engine optimizer does not resort to any action that tries to find loopholes within the search engine to promote the website. Talking about loopholes, black hat search engine optimization uses loopholes that are present within the algorithm of the search engine to promote the website. Black hat search engine optimization will include methods such as link spam, stuffing content, etc.
Most search engine optimizers’ work in the area known as grey hat search engine optimization. Grey hat search engine optimization is where optimizers utilize methods from both white hat optimizers and black hat optimizers to deliver timely services to the client. If your service provider deals with only white hat optimization, then it is likely that you can expect a fair market defined price. But if you are going to put your service provide under stress then expect them to turn to these techniques to get your demands met. Although the grey hat and black hat search engine optimizers work within the confines of the law; they are still taking a risk by employing such techniques and thus will demand a higher price when compared to market standards.