   SEARCH
ENGINE
PLACEMENT
Search Engine Optimization (SEO) is
probably one of the most abused processes. There are two main reasons
for this. The first is that each search engine guards its proprietary
algorithm of how it indexes and displays search results. The second is
the fact that this unknown algorithm is continuously updated so as to
improve the relevance of the search results displayed.
Many SEO professionals are very
intelligent observant people but do not have a marketing background to
help them tie SEO services into a coherent marketing plan for the
overall success of the business. As a result, the optimizations
performed are often outdated in a short period of time, may cause
complete banishment from one or more search engines, or are offered
within a long-term contract. To add to the confusion, many do not
share their methods with the customer, in order to guard trade
secrets, and offer no means of measurement with which to evaluate
their services.
Each SE has its own search algorithm
that incorporates its emphasis on advertising and partnering and
despite the proprietary and ever-changing nature of the SE algorithm,
it is created to achieve goals that are quite obvious. Every SE has
the goal of making money and the only way it can do so is by offering
a search service that will keep visitors coming back. Taking into
consideration that all search engines strive to achieve this goal,
your SEO strategy should be in line with the goals of the SE. Instead
of trying to chase after the ever-changing search algorithm, it is
best to focus on conforming to general search engine goals for your
long-term benefit. This is the only way to achieve enduring results
from your SEO efforts.
In effect, what you are trying to do
is remove obstacles that will prevent the SE from presenting your site
on relevant search words or terms, and reinforce in its
"eyes" the relevance of your site to such criteria. You are
trying to make it easier for the SE to achieve its goals. Even when
the SE changes its algorithm, any potential negative impact of such
changes will be minimal while the potential positive impact will be
augmented. You are trying to be a search engine companion.
Search engines see your site in a
different way than you do. Many send automated robots to read through
the text on your pages and the coding behind them. It is very much
like reading a newspaper or a trade magazine with nothing but plain
text. You rely on the title, layout, punctuation, paragraph
formatting, headings, chapters, and sections to walk you through the
magazine. Unless the layout of the magazine is encouraging, you will
get lost in endless text. Search engine robots read through your code
in very much the same way... boring text beautified, organized, and
formatted to make it easier to comprehend.
You can group the search engine
placement factors into Internal Factors (having to do with your site
itself) and External Factors (having to do with things outside of your
site).
Copyright©
Technology Matrix Group Ltd. 2004
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