Search engine optimisation is big Business. Ezines and websites litter the Internet with strategies to boost your search engine ranking. Search engine specialists charge large amounts of money to apply their strategies to your website and will go so far as to guarantee you top listings in the webs' major search engines.
And, in my opinion, they are all frauds.
Strategy is defined as a long-term plan. So, if these search engine specialists have the ideal strategy, why do the techniques and approach constantly change. Forgive me, but that isn't strategy. That is a last line of defence that is hastily patched up when the latest changes to the rules punch holes in it.
In "Alice through the Looking-Glass" the red queen said Alice had to run as fast as she could just to stay in one place. This impractical and short-sighted view is ludicrous, but is practiced by search engine optimists world-wide. These companies tweak and tweak and tweak, constantly changing their approach in a bid to keep those top spots. Google's latest dance showed that, at any point, your efforts can be reduced to nothing leaving you with no choice but to start again.
The reason for this rat race is that most, if not all, of these specialists neglect to tell us one simple fact.
Search engines are there for the searchers, not for the searched.
Google, Yahoo, MSN. These weren't set up to send you traffic. They were set up to help people find information on the terms they are searching for.
Search engines spend a fortune developing spidering techniques that will help them put the most useful and beneficial websites at the top of their listings only to forced into changing their approach when the search engine specialists hijack the listings.
Think I'm exaggerating? Are you really so arrogant that you believe your website should be in the top ten just because you spent the last twelve months building a thousand reciprocal links that no-one clicks on?
Ask yourself this question. If you do a search in Google, which website would you like to see at number one?
a) A website with genuinely useful and original information.
or
b) A website with perfectly optimised keyword density that doesn't answer your questions.
In truth, if you are a multi-million dollar company, then you need the search engine specialists, just so that you can keep up with all the other multi-million companies intent on damaging Search Engines for the rest of us. How else are you going to be able to afford that second porsche?
For the rest of you, give it up. Stop wasting your time tweaking your site EVERY time a new trick is circulated. Once the Search Engine cottons on to the trick, they will change their format and you'll be back to square one.
Reciprocal linking is a good case in point. Google ranked you high if you had plenty of sites pointing to you as this was a good indication of quality. Then it became a matter of, the more reciprocal links you had, the higher you ranked on Google. Everyone started linking with everyone. software was released dedicated to helping you build page upon page of reciprocal links.
Somehow Google found out and started discounting reciprocal links. Months of work down the toilet? You'd better believe it.
Now people are starting from scratch.
"You link to my site A on your site B and I'll link to your site C on my site A."
How long before Google start dismissing links in their scoring process altogether?
And don't forget. Even if you were capable of following every scrap of advice perfectly, do you think you would be the only one? If a thousand people optimise their site perfectly, will they all get a top ten spot?
So here it is then. The ultimate search engine strategy that will never need to be changed, no matter how many times Google dances, Yahoo jiggles and MSN sits in the corner getting drunk.
Make sure your meta tags are properly formatted, contain ONLY the words pertinent to your content, and that
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