Search engine optimization or SEO is the process whereby websites undergo redevelopment to attain the proper and best communication of keywords to search engines. There are essentially two factors that would determine a website's rank in search engines - unique content with pertinent keywords in the body and link popularity. Other important considerations are the architecture of the site, visibility of content, underlying codes and how natural the site appears to search engines.



SEO is basically Internet marketing. Companies engaged in search engine optimization are dedicated to increase the Internet traffic and position of their client's website. They use publicity and varied marketing strategies to attain this objective.

Strategies employed in SEO have the capacity to increase both the quantity and quality of visitors. The end result that is hoped for by any marketing strategy is to have the customer complete an action desired by the site owner such as signing up or purchasing a product. Methods used are generally categorized either as White Hat SEO or Black Hat SEO.

White Hat SEO uses methods approved by search engines with regards to its acceptability. It is concentrated on creating content for the user and making it more easily accessible. Most webmasters make critical mistakes in designing or setting up websites that inadvertently work against the website itself.

The discovery and correction of these mistakes including machine-unreadable menus, broken links, temporary redirects and poor navigation structure is the primary job of White Hat SEO. Some methods that are considered proper by search engines are the use of unique and relevant title to name each page; web page editing to replace vague words with specific terminologies that has relevance to the subject; the increase of unique content and participation in a web ring with other quality websites, among others. In essence, White Hat SEO aims to fulfill its objective through quality.

Black Hat SEO uses methods to improve rankings which are not approved by search engines. Generally, this includes methods that are deceptive and unrelated to providing quality content to site visitors. The two most common Black Hat SEO methods are spamdexing and cloaking.

Spamdexing is the promotion of irrelevant pages through deceptive techniques and the abuse of search algorithms. It involves getting websites more exposure than they actually deserve for the use of targeted keywords leading to unsatisfactory search results. Cloaking is the practice of serving one version of a page to search engine spiders and another version to human visitors. These methods when found out, are usually penalized by reducing their website rankings or eliminating their listings all together.

The Job of an SEO Service Provider

The technical staff of an SEO service provider begins by checking the current status of the website to see if the optimization process will not encounter any problems of function. The optimizer in the said staff will then use manual searches and custom research software to gather data and create a list of the most highly trafficked and targeted words in its specific industry. The selection of the final keywords is done in consultation with the client.

Once a list of keywords has been generated, the list is given to the content writers who shall take charge of creating unique contents as required. The writers ensure that the copy utilizes the keywords according to the right densities and marketing style of the specific site. Consultation as to the content is done before the work is started so as not to compromise the essence of the website.

Copy writers work with optimization engineers to integrate the content with the website. Technicians will be working to redevelop the site for optimal communication of keywords to search engines. All aspects of the website will be modified to best meet the search engine algorithm. Link development shall also be undertaken being an integral part of the SEO services.

Upon the completion of the optimization process, the website shall be submitted to all major search engines and directories such as Yahoo! and Google. Directories which are fee-based can also be added to the submissions to increase link popularity. In case a website has indexing issues, SEO service providers shall create and submit site maps for the search engines' programs. The ranking report of the website shall be done before the optimization process and every 30 days after optimization is completed. This helps the client company to check the progress of the website.

SEO Service Providers in Low Wage Countries

Choosing a search engine optimization firm need not be very difficult if a company starts by requesting for proposals that focuses on its own specific needs. The success of any SEO project will need a comprehensive and customized approach based on a site's unique characteristics. There must be a balance between the website's design and functionality, the searching behavior of target audiences and the algorithms used by search engines. A templated proposal may not be able to touch on all aspects of the website to make it search engine friendly.

SEO service providers have their own different packages, services and strategies. There are bound to be questions regarding paid-in inclusion programs, marketing principles and ownership of content. These issues need to be resolved before entering into any final agreement.

Most offshore SEO service providers of developing countries are working with SEO companies of progressive countries such as the USA and those in Europe and also in the Asian regions to deliver satisfactory results in quick time. Internet marketing, organic search engine optimization, web design, web application and development have become their strong points. Most exhibit the willingness to understand, appreciate and anticipate the needs of a website's end user.

To concretize the benefits of outsourcing to low wage countries, India's case may be cited. To start with, India has a reliable satellite and submarine communication links that facilitate good broadband connectivity with the rest of the world. It exports software to more than 95 countries and its quality standards meet worldwide approval. The country has a large pool of computer literate and English speaking professionals with well recognized information technology skills. The most striking advantage is getting this standard of professionalism for lower personnel costs compared to getting the same services from SEO providers in developed countries. While other SEO providers from developing countries such as Venezuela, Bulgaria and Brazil have not yet reached the same status as India, each has exhibited its own respective strengths that make them promising venues for outsourcing.

After all has been said, search engine optimization boils down to the most basic factor - real content. An SEO provider that understands the objectives of the site owner is the one that will be the perfect partner. The size of a site is secondary to the right choice of an SEO company who shares the same vision and is well within the company's budget. They say quality comes with a price. For quality offshore outsourcing, low wage countries provide quality at a lower price.