Web Design and Development
One of our recent visitors raised an interesting question regarding the fairness of using search engine optimization (SEO) techniques to manipulate search engine rankings. He stated that companies with large budgets have an unfair advantage because they could pay for better SEO experts, and thus rank more highly for keywords regardless of whether or not they are indeed the best match.
YES! Whether or not you want to admit it, an effective SEO campaign can greatly improve the keyword ranking and traffic for a website. In many cases, the changes are fairly obvious: compelling titles, accurate descriptions, better urls, etc… But there are other things that SEO experts do as well. First, they may be able to build high-quality inbound links through a large network of contacts, thus increasing pagerank. And second, they often have their own industry-specific recommendations for the ideal keyword density which can be used to effectively game the search engines.
Where does the budget come in? Well, generally speaking, the more you can pay, the better the expert (or team of experts) you can hire.
The goal of every search engine IS to provide its users with the relevant content that they are searching for. However, this is easier said than done. There are trillions of webpages on the internet, and search engines need some method for determining the relative worth of each.
And while a perfect world would enable search engines to ignore SEO and focus on content, this isn’t possible. Instead, search engines rank websites according to algorithms which take into account well-known ranking factors such as on-page content and inbound links. So as long as there is an algorithm, there will always be people trying to game it.
Google has strongly discouraged several dishonest tactics known as "black hat" seo because those practices often trick search engines into incorrectly ranking a website. So how are advanced SEO techniques that different? After all, SEO is a practice that definitely puts some websites at a great advantage, regardless of the quality of their content.
Our visitor said:
If a web site sells antique brass it makes no sense for them to become an expert on optimizing their site, or PAY to have an expert optimize or TRICK the search engine into ranking them higher. They should be ranked on their expertise of antique brass.
Google is wrongly skewed to favor those who know SEO rather than those who know their product. When will they rank a site based on the content alone?
So, what do you think? Is search engine optimization as important as people think it is? Is the use of SEO experts unfair to those who cannot afford them? Should Google change its algorithm?Tags: keywords, meta tags, organic search, traffic generation