In the world of search engine optimization, the definition has certainly changed over the last 10 years. In the early days of search engine optimization, earning a prized first-page position on Google or Yahoo was as easy as adding some mega tags and page titles, wiping your hands and walking away. Learn More about Search Engine Optimization
No more. Search engine optimization has become a game of cat-and-mouse, and it seems that the 800 lb. mouse does most of the winning.
Web site owners who want to earn and keep a top position on the major search engines now must buy into the realization that search engine optimization is a process, not a state. There really is not a point at which one could say their site is “search engine optimized.” Yes, the site might be performing today on the search engines, but give it six months or a year and you’ll likely be tweaking the site, looking for links or doing more research to find out why your site’s rankings have dropped.
For their part, the search engines maintain that their efforts to upset the proverbial SEO apple cart is to prevent manipulation of their rankings and provide the most qualified results. Maybe it’s working, maybe it’s not.
How Search Engine Optimization Helps Search Engines
At the same time, when done properly, search engine optimization works well for search engines. I can’t tell you the number of web sites we’ve reviewed for prospective clients that were poorly organized and failed to tell a cohesive story about what they do. If human eyes can’t make heads or tails of a site, you can be sure that a search engine robot won’t be able to either.
Optimization is the process of making sure that a web site does a very good job of explaining exactly what a company does. At its best, search engine optimization will inform not only the search engine looking to categorize and rank the site, it also will help the user who has benefited from the company’s effort to clearly convey the essence of its products and services.