Search Engine Optimization: Science or Art?
A beginner's guide to understanding the
fundamentals of search engine optimization
Contrary to what you have read, legitimate
companies do exist and have proven methods to bring your webpage to a
higher ranking on search engines like Google and Bing.
So what's their secret? If you are like me you are
one of many who are trying to find this top secret manual on search
engine optimization in order to emulate what these companies do. The
truth is no such manual exists. With the amount of research I've done,
and with the amount of knowledge and experience that I possess, if this
manual existed I would have already found it. And even if it didn't
exist and the knowledge was out there, I would have created it.
There is no ‘how to' manual on
search engine optimization yet companies exist that bring about high
search engine rankings. What gives?
The reason why there is no ‘how to' manual on
search engine optimization is because a complete SEO manual, if
properly written, would be just too darn complicated. You are probably
wondering why your website is positioned on the 57th page of Google for
a certain keyword and your friend's website is positioned on the 8th
page of Google for the same keyword? Is it because Google took a look
at your friend's page and liked it better than yours? Not exactly.
There is no way that Google can manually look at each and every new
page and determine which websites it likes better than others. It would
take a massive Google staff to undergo something like that. Google uses
what we SEO guys refer to as ‘spiders' or ‘crawlers' that does this for
them. The spiders automatically take in information such as ‘meta tags'
and the number of external links that are pointing to your website to
determine how established and popular your website is and position it
accordingly in their search engine.
Why doesn't Google or other search
engines give us their criteria so we can all optimize our website and
live happily ever after?
1. Google uses extremely complex algorithms to
take in all of the relevant search engine information to determine the
positioning of your website. These algorithms are so complex that even
Google employees wouldn't be able to tell you the whole formula if they
2. Even if Google did know the whole formula, they
wouldn't let it out because they would prefer an internet where the
most established and most popular websites are ranked the highest,
according to their own algorithms. Although if done properly, search
engine optimization is completely ‘white hat' and legal, it is a way of
manipulating a system that Google has taken years to come up with.
3. Much like the internet itself, the algorithms
that determine website positioning are always changing. Google is
constantly tweaking their algorithms to accommodate new factors that
affect SERPs on the web.
How do Search Engine Optimizers do
Search engine experts, therefore, manipulate your
website (and other websites) to comply with all of the known search
engine criteria to rank your website. How do we experts figure out the
known criteria? Much like a science experiment, search engine
optimizers come up with a hypothesis and test it. If we determine that
a sample of 100 websites that use h1 tags rank higher 30% more often
than another sample of 100 websites that do not use h1 tags, we
conclude that h1 tags helps to optimize your website. The more
experienced we become in search engine optimization, the better we are
at coming up with these hypotheses.
Search Engine Optimization: Science
The truth is that search engine optimization is
both a science and an art. We don't know enough about it to systematize
it to the point where we can call it an exact science. Consequently,
there is no ‘how to' manual on search engine optimization. However, the
scientific method is used to prove which criteria search engines use to
determine website ranking at a given point in time.
Like other forms of art such as fashion and music,
SEO ‘experts' are constantly adjusting with the times. We play with
different techniques and constantly adjust to the way people are
finding their products, services and interests online. For this reason,
SEO optimizers are also considered artists because they must think
outside the box when trying out the best SEO techniques.
Article Source: http://www.articlesbase.com/internet-marketing-articles/
About the Author
Search Engine Optimization, Online Marketing. Web