It has long been known that Google encourages “search engine optimization” (SEO), but at a glance, it might seem strange that a search engine (especially one as big and dominant as Google) would encourage website owners to participate in an activity specifically aimed at improving search engine rankings (versus other websites with comparable or equivalent content).
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35291
So why would Google encourage SEO?
Firstly, let me quote the very first line of Google’s corporate main page…
“Google’s mission is to organize the world’s information and make it universally accessible and useful.”
So Google aims to organise the web (and everything else)… and can only do this if companies properly ‘organise’ their websites. Organising a website, means correctly and systematically documenting all the website’s content in compliance with the latest web standard so that Google can correctly spider and report on your website.
Google can only do this if webmasters all follow World Wide Web Consortium (WC3) standards, completing all the necessary content (including Page Titles and Descriptions, ALT tags, Headers etc) in a consistent, methodical manner, conforming to accepted SEO practices (that aim to influence link popularity/relevancy). The theory being that then, there will be a level playing field from which advanced search engine algorithms can then display the most relevant search engine result for the keyword search.
http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=35769
So where does this leave us now?
WC3 standards have been set (and are evolving). Google encourages good/ethical webmaster and SEO practice, i.e. discourages less ethical attempts to manipulate the search engine results. Google are actually very aware of loopholes which may allow websites to artificially improve their search engine ranking… and if you have managed to escape the radar, it is only a matter of time before the door is shut. So beware! Sometimes, the Google updates result in minor tremors. Sometimes more serious earthquakes. But either way, Google has unethical practices in their sight. But more worringly, Google also wishes to minimise the influences of seemingly harmless SEO practices, minimising the effect of certain types of in-bound links (as a constant and classic example). In the end, Google wishes there to be a much more level playing field.
So what’s the answer?
Just follow Google guidelines, stay within the accepted boundaries? Well, the boundaries may be more clear, but there is plenty of flexibility, but its important to pay attention to detail, not only work hard but work smart. Rolling out the same SEO campaign for every client will tick the boxes, may illicit some short-term gain, but will leave clients feeling that the SEO ladder is longer, more slippery and more expensive than initially thought. That’s not to say that the path is short and easy, but it can be at least made as productive, cost-effective and timely as possible.
The great thing is that we operate in a virtual world. In the physical world, MegaGlobalMultiCorp Inc. might have the muscle, the influence and the resources to domainate, but in the virtual world, a smart brain, smart conception and smart operation can rapidly climb the ladder to rival the big players, without spending all the big bucks. Money will always influence, but the game is more fair… which is much more fun too!
Tags: google, optimisation, search engine, seo, webmaster guidelines