Search Engine Optimization

This is the combination of art, creative writing and statistical analysis that give your site viewers rich content and presents it to the search engines in the most efficient method of achieving you high ranks. Optimization includes researching keywords, analyzing your competition, having just the right keyword in just the right place on the page in just the right frequency in just the write line of code so the engine feels your page is relevant. It involves streamlining your code, placing things like CSS and Java and other scripts in external files. Search engines love text, not the framework that makes it look pretty on the page.

The Dilemma

Search engines are evolving at an exponential rate, forced to adapt and develop battle strategies to combat programs and technology developed to outwit them. When link popularity became important, software to create hundreds of doorway pages to sites was invented, to cite one example.

The consequences from these people trying to outmaneuver the search companies are chaotic and create virtual gridlock on the Internet. However, statistics overwhelmingly show 75-80 f site traffic comes from search engines. So search engine marketing must be an equally strong part of your web development thrust.

You think ok, but if search engines are always evolving to stay a step ahead of the abusers, what if I manage to get my site way high on the list, only to be at the bottom again because a modification in the search-ranking algorithm is made. Suddenly my top 10 results plummeted to position 880 overnight. That’s pretty upsetting, not to mention a huge waste of money.

The Secret

Diversify

Don’t relies only on keywords in your pages to get to the top. Like you would diversify a stock portfolio, write some articles, make sure you get yourself listed on good, quality directories and sites, and optimize your code. Develop an Internet marketing plan that won’t cause you to plunge in the search ranks because of an algorithm change. Insert appropriately the eggs in one basket cliché here.

The Common Thread

RSS feeds, articles, link text, blogs… the combination of these and other methods will bring you to the top. But they have to be effectively consistent in one thing. They must all have superior content written for the end user, not the search engines. Remember; always sell to your potential customers, not the engines. Here’s why.

A search engine company’s goal is to provide the end user with the best, most relevant matches to a search inquiry. If they fail, the user moves to a different search engine. They don’t want to lose customers any more than you do. To keep a customer, a search must be matched to the best content. Period. No matter what defenses or blockades or changes they evolve with overnight. If they don’t provide results a user can use, they lose that user. And they won’t allow that.

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