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Search Engine Optimisation (SEO) is a core online marketing strategy in 2020. The reason is that it is a cost-effective method of increasing web traffic. On this website, find everything about SEO.
SEO refers to all the processes aimed at improving the quality and quantity of web traffic from search engines such as Google, Bing, Yahoo, and the rest. Talking of cost-effectiveness, SEO is an alternative to paid ads because it targets organic traffic, as opposed to inorganic traffic.
The history of SEO dates back to the 1990s when webmasters saw the need for optimising websites. This is after website owners realised the value of ranking higher on search engines.
Just like hacking, SEO is very controversial. There are different SEO techniques, and it is the approach that brings the controversy. There's black hat, white hat and grey hat SEO.
White hat SEO refers to optimisation techniques that are in line with search engines' terms of service, and maintain the integrity of the website.
On the other hand, black hat SEO actually refers to unethical optimisation methods that go against search engine guidelines. But at the end of the day, they get a website higher on the SERPs.
Grey hat SEO is a blend between white hat and black hat. It involves the use of ethically dubious means. These are methods that have not been listed as unethical. In short, they are still grey areas.
Another important aspect of SEO is tools. To make informed decisions, marketers need to deploy SEO tools such as Moz and Ahrefs.