In the world of internet marketing, there is no dearth of SEO companies offering their services to the businessmen and companies engaged in online businesses. But the question is whether these SEO companies are really effective in improving the efficiency and ranking of your website? Or are they just spending lots of money without seeing visible results in the site ranking and traffic. To know whether they are efficient or not, you will have to evaluate them on the basis of their services and efficiency in optimizing your websites and blogs in the highly competitive field of internet marketing.

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Link building refers to actions aimed at improving the quantity and quality of internal and external links to a particular webpage with the aim of elevating the page’s ranking in the Search Engine Result Pages (SERPs). This can only be possible when the pages that are linked to from your webpage get more natural traffic and get more backlinks from related websites. This will help your page’s SERP rank go up.

The top Search Engines like Google, Yahoo and MSN use link building in their algorithms for determining the SERPs. They take into consideration the Page Rank, the quality of the links, and the amount of authority these links have. The higher the Page Rank of a webpage, the more authority the page has, and the more backlinks it receives. Thus, for a website to be listed in these high ranks, its Page Rank and its link popularity have to be high enough. Higher Page Ranks and link popularity will ensure better visibility over the internet.

The best SEO companies are able to do both on-page and off-page SEO to promote a website. On the off-page SEO, these companies improve the copywriting of their web contents. They improve the contents by making them more Search Engine Optimized (SEO) friendly. In doing this, they create better backlinks, attract better visitors and turn those visitors into potential customers.

On the other hand, the most effective SEO practices are done on-page. In this practice, a company or an individual promotes its own or someone else’s product or service through its own or someone else’s website. For example, a restaurant that wants better rankings in Google Places should create new content for its website or launch a PPC campaign to increase link building. It also needs to take care of its page ranking by creating fresh, informative content for its Google page ranking. These are just a few of the many SEO practices that are done on a regular basis by the best SEO services.

However, a website cannot benefit from either off-page or on-page SEO if the website doesn’t follow the guidelines and algorithms of the major search engines. Because of the existence of the Google Panda and Google Penguin update, SEO experts have become more critical of their own work. They believe that their work is not done fully enough. The guidelines and algorithms of the major search engines should be followed strictly because without these updates, their ranking wouldn’t improve.

Although the experts believe that on-page and off-page SEO can help a website improve its rankings, they have opposite opinions about how much emphasis should be placed on one of them. Because of the growing importance of search engine optimization nowadays, many companies have started to use off-page SEO techniques. Examples of this include writing press releases and making blogs. However, not all SEO experts believe that writing press releases and blogs are effective since they can result to over-optimization. Some even think that it can harm a website’s ranking.

Meanwhile, internal links play a great role in improving a website’s ranking in Google, Yahoo, Bing and other search engines. In order to obtain internal links, a website often uses reciprocal linking or buys links from other reputable websites. One of the most effective ways of gaining internal links is by using article marketing. In addition to providing good quality content, you also need to provide valuable backlinks so that your visitors will trust your site and this can be done through article marketing.