Search engine optimization is the process of using natural search methods to take advantage of search engine algorithms. This process allows the web site in question to appear earlier on the results page when the search results page is returned to the person making the query. Those sites with an earlier appearance on the results pages are said to have a higher rank
Specialists in the process of revising web pages so that they will have a higher rank usually work in one of two ways. The first group is known as ‘white hat’ optimizers and the second group is, of course use ‘black hat’ methods. The labels put upon the two groups would make the clients think that white hats are always good methods, while black hats are somewhat shady and perhaps even illegal. Actually, this overstates the characteristics on both sides.
Both groups attempt to determine from anecdotal evidence what the secret algorithms of the major search engines are. Interestingly enough, the number one search engine, Google, uses a different premise than that of the next two most popular search engines–MSN and Yahoo. Google’s PageRank processes assumes that the web...
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